donor-centric Archives - Page 3 of 4

Donor Relationship Stage 2: Welcome Me – ft. Lauren McDermott from Harry Perkins Institute of Medical Research

by Joel Nicholson | Nov 12, 2020 | Customer Journey, donor-centric, Donor-centricity, Sustainable Fundraising

Continuing with our 8-part blog series reviewing the different stages of the donor relationship, this blog delves into donor relationship stage 2: Welcome Me.

After hearing her passionately speak on the subject at one of our Donor Centricity Collective events, we asked Lauren McDermott, Fundraising Manager – Donor Development at Harry Perkins Institute of Medical Research to share her thoughts and experiences on the “most exciting donor stage for all fundraisers” and an “incredible opportunity for innovation and discovery”……

As fundraisers, we often liken the ‘Welcome Me’ stage of a donor’s journey to the honeymoon stage of a romantic relationship. Whilst there are many commonalities – the setting of expectations, taking time to get to know and understand each other, the building of trust – there is a striking difference.

When giving their first gift, our donors have usually just responded to a single call to action, crafted to feel as urgent and unavoidable as we can possibly make it. We shouldn’t be too quick to assume then, that this equates to any sort of commitment or loyalty. We are not side-by-side in a getaway car trailing cans.

The donor welcome journey is a tool used to increase the likelihood of a second gift and, if done well, a third and fourth before progressing over time into our pillar programs as a monthly giver, a major donor or leaving a gift in their will.

Whilst it sounds simple enough, at the time of writing this, I find that best practice welcome journeys are not easy to come by. Perhaps that’s not surprising given the UK’s Commission on Donor Experience reports that fundraisers often only pay lip service to thanking and welcoming their donors. This is proven by the fact that more than 90% of the reviewed fundraising materials contained the same sentence – Thank you so much for your kind/generous donation of.The Commission’s report suggested four areas that charities might benefit from reviewing if they want to implement a best-practice welcome for a new supporter.

Being real and authentic

Too often, we use speed as a measure of a good welcome. But taking the time to add a personal touch is just as, if not more, important. It tells donors right from the start that they are heroes to your beneficiaries and that their donations are seen and noticed (no black hole here). It may also break down perceived barriers for future giving by showcasing your friendly supporter care.

Whilst a phone call is one way of thanking a donor, with numerous benefits to both parties, we know handwritten notes, paperclips, videos and plain text email can all convey a similar message – a machine is not thanking you today, a real human is.

Choice-driven communication.

Respecting a donor’s choice and privacy is key to ensuring the relationship is sustainable and long-lasting. But it’s also crucial we have the opportunity to thank people and show them the incredible impact they have had on our cause.

If supporters take the opportunity to opt-out too soon, we can’t give them the most basic psychological return on their investment. It’s a lose/lose.

Having a robust, but functional, preference centre is one step we can take to resolve this. But there is a lot more to be done to have harmonious, engaging and choice-driven communications with your supporters.

Digital matters.

Is digital still an afterthought when it comes to welcoming new donors to your organisation? What if you can’t call them because they don’t have a phone number?

Ensuring we duplicate our offline welcome activities in the online world, in a way that is meaningful and memorable for new supporters coming on from every possible source is important. It is also a great way for us to begin measuring, testing and using data-driven insights to continuously improve the journeys we put in place.

At the Perkins, we use the term ‘automation with heart’ to remind us that tools and technology should be utilised to enhance the donor’s experience first and foremost, not to make things easier for us.

Measuring success.

By far the most important area that needs the urgent focus of our best fundraising minds is how we measure an effective welcome.

The lack of appropriate, accurate and universally adaptable metrics is likely the reason that we underperform in this area of fundraising. From my experience, the current common measures of success are not necessarily the best ones to use for measuring the donor welcome journey:

Speed – a quick thank you isn’t always a quality thanks.
ROI – leads to short term thinking and a focus on cost-saving. If we don’t thank people for giving small amounts, they don’t understand the impact that giving more could have next time.
Second gift rates – are important but not everything. Do people who are welcomed give more? What’s the difference five years on?
Lifetime value – extremely difficult to measure for many charities, particularly smaller or less established ones, or to effectively use this to show cause and effect from a single activity.

We know the impact a word or even the font size can have when seeking donations, but when it comes to thanking or welcoming donors, there is still a lot left to be discovered. I think that’s exactly what makes the welcome me stage a very exciting area for all fundraisers with an incredible opportunity for innovation and discovery – I hope you do too.

If you’d like to learn more from Lauren and your fundraising peers, we invite you to join LemonTree’s Donor-Centricity Collective (DCC). Every quarter we host webinars and events with industry speakers, as well as commercial speakers so you learn how to bring commercial best practice into the NFP industry. Learn from your peers – and share your own insights and experiences – through our private social media groups, events and blogs…all for FREE!

It takes a tribe to raise a family and it takes a collective of passionate, like-minded peers to change an industry and help grow sustainable giving in Australia – join us today.

Thank you to Lauren McDermott for sharing her knowledge on the Welcome Me stage in the donor relationship journey.

Previously in this series:

Catch Me

Next up in this series:

Teach Me
Grow Me
Endear Me
Keep Me
Renew Me
Win Me Back

Donor Relationship Stage 1: Catch Me – ft. Joanne Rogers from The Shepherd Centre

by Joel Nicholson | Oct 12, 2020 | Customer Journey, donor-centric, Donor-centricity, Sustainable Fundraising

As you embark on your journey to donor-centricity, it’s important to understand what stage of the donor relationship you are at with your donors.

Each stage presents its own challenges and opportunities so this 8-part blog series is dedicated to the different stages in an effort to equip you with ideas and inspiration to sustainably nurture and grow your donor relationships.

First up, we have donor relationship stage 1: Catch Me.

This is the stage of courtship. You are marketing yourself amongst a sea of competition, trying to attract and woo a donor by appealing to your similar interests and beliefs.

We asked LemonTree member Joanne Rogers, Senior Individual Giving Manager at The Shepherd Centre to share her experiences of acquiring new donors…

The Shepherd Centre is a registered charity providing a family-centred early intervention program to teach children born deaf or hearing impaired to develop spoken language.

Since 1970, The Shepherd Centre has assisted more than 2,500 children via early intervention Listening and Spoken Language therapy, providing families with assistance to develop their child’s spoken language, so they can unlock their complete potential and participate fully in society.

Premium Direct Mail

From 2011-2015 The Shepherd Centre invested heavily in premium direct mail acquisition, the packs included a number of premium items, ranging from tea towels and keyrings to gift cards and address labels.

This program proved to be successful and recruited almost 40,000 new supporters for The Shepherd Centre. At the height of performance, these campaigns saw response rates of 7%.

In 2014 we saw a decline in the performance of this acquisition channel with response rates and ROI declining to an unacceptable level. Response rates dropped to around 2% in 2015 and it was decided that this was no longer a viable acquisition channel for The Shepherd Centre.

Telemarketing

In 2014 a telemarketing program was introduced to acquire cash donors. In 2015 this program was scaled up and recruited over 5000 new supporters. As with the premium direct mail program, the telemarketing program was initially successful at a larger scale but we found that this level could not be sustained. In 2016 the decision was made to take a monthly supply of data from LemonTree to call.

Sustainability the Key to Success

This program has now been running for four years and recruits around 150 new supporters every month. The monthly telemarketing acquisition program is still running today and proving successful in recruiting both cash and regular donors.

The focus for The Shepherd Centre is now on recruiting regular givers via a two-step program of a non-financial interaction followed by a phone request for a regular gift. This is currently in the testing phase as we investigate different lead sources and donor engagement tools.

…

If you’d like to learn more from Joanne and your fundraising peers, we invite you to join LemonTree’s Donor-Centricity Collective (DCC). Every quarter we host webinars and events with industry speakers, as well as commercial speakers so you learn how to bring best practice to the NFP industry. Learn from others and share your own insights and experiences – through our private social media groups, events and blogs…all for FREE!

It takes a tribe to raise a family and it takes a collective of passionate, like-minded peers to change an industry and help grow sustainable giving in Australia – join us today.

Thank you to Joanne Rogers for sharing her knowledge on the Catch Me stage in the donor relationship journey.

Next up in this series:

Welcome Me
Teach Me
Grow Me
Endear Me
Keep Me
Renew Me
Win Me Back

PwC Australia’s 1st Annual Not-for-Profit CEO Survey

by Joel Nicholson | Sep 13, 2020 | donor-centric, Donor-centricity, Sustainable Fundraising, Trust Economy

One of the big questions for leaders and managers in the NFP sector is how do we adapt our people, products and processes to harness the digital economy that’s been fast-tracked by the global pandemic?

To find out how NFPs are upskilling for a digital world in the context of COVID-19, PwC Australia recently asked CEOs of not-for-profit organisations to complete a condensed version of their renowned PwC Annual Global CEO Survey.

The inaugural PwC Not-For-Profit CEO Report shows that despite the deeply challenging COVID-19 environment, upskilling for a digital world is an opportunity worth taking. In fact, 77% of NFP CEOs said the need for the digital upskilling of employees has become a higher priority in the context of COVID-19. Unfortunately, 61% say the greatest challenge faced in their upskilling efforts is a lack of resources to conduct the upskilling programs needed.

According to NFP CEOs, the top outcomes from their upskilling programs are a stronger organisational culture, higher employee engagement, and greater organisational growth. In order to achieve these outcomes, the report suggests NFP leaders need to be asking themselves some critical questions around upskilling, collaboration and growth.

Upskilling & Collaborating to Drive Growth

Here at LemonTree, we’ve certainly been upskilling ourselves to harness the winds of change and the speedy arrival of a digitally-led world. Inspite of the chaos and turmoil COVID-19 has brought, we have actively sought to use this time to embrace technology and create innovative, sustainably viable ROI impact outcomes for both ourselves and – most importantly – for our members.

Our Donor Centricity Collective events moved to the online video platform, Zoom. These events used to be face-to-face in our Sydney office, attracting an average audience of 40 – 70 Fundraising Managers from the greater Sydney area. Since switching to virtual events, we’ve been able to extend the value of DCC to NFPs across the entire country, attracting over 100 Fundraising Managers per event. There’s been some trial and error as we upskill ourselves with the technology, but our DCC members have been quick to tell us they’ve found the events have “great tangible ideas”, “immediate actions”, and “inspiring speakers”.

As a data insights and analytics collaborative, collaboration is in our DNA. This year, we’ve partnered with More Impact, Cornucopia and Conversr to launch an exciting new product offering called Primed. Primed is an end-to-end engagement solution that helps NFPs access and nurture untapped potential and convert more of their donors through digital channels such as social media, AI SMS and the automation of supporter experiences. LemonTree member and Regular Giving Manager at Bush Heritage Australia, Matt Small describes it best, saying “Primed sits at a really interesting crossroad between the supporter journey and the technology available. If you mix those two things – as Primed does – you can really improve the experience for the donor and really engage people who you thought were in the ‘too-hard’ bucket. It’s an opportunity to do things a little bit differently, more efficiently and smarter.” This smarter, more efficient way of engaging with their donors meant Bush Heritage converted 309 new regular givers and acquired 113 new single gift donations in their first Primed campaign. We’re now in the middle of their second campaign and results are already looking promising.

Whilst we agree with the PwC study that collaboration is a central ingredient to growth and success in this new world, we would suggest that you need to be both broad and specific about who you collaborate with.

Don’t just limit your thinking to the traditional academic and government institutions. Think more broadly about who you can collaborate with to create some win-win-win solutions for you, your partners and your target audience. But also be specific – stay focused on your purpose and seek to collaborate with those who align with it. For example, our purpose at LemonTree is to grow sustainable giving in Australia. When we look back on 2020, finding the right partnerships with organisations that are leading the way in the digital economy has been the core catalyst to driving rapid upskilling and adoption for us. But it’s been equally as important for us to build sustainable collaborative partnerships that not only help fuel growth for our members, but fuel our collective progress to grow more sustainable giving in Australia.

How are you and your organisation are upskilling and collaborating to increase employee engagement and drive growth?

The different stages of the donor relationship

by Joel Nicholson | Aug 6, 2020 | Customer Journey, donor-centric, Donor-centricity, Sustainable Fundraising

Like any relationship in your life, professional or personal, there are different phases to a donor’s relationship with your organisation. There’s the flirtation phase, the honeymoon period, the ‘comfort zone’, the seven-year itch, the renewed passion, and so on.

As a relationship progresses through each different stage, a subtle shift occurs in the way in which each party communicates, interacts and behaves with the other. The language we use, our tone of voice, the actions we take – or don’t take, the degree of trust we have in each other, the reliance we place on each other, the compromises we’re willing to make, the expectations we have. All of these evolve over the course of a relationship.

As you and your organisation follow the steps required to become more donor-centric, you first need to identify and understand what stage your donor relationship is at so you can work towards connecting more meaningfully, collaborating more effectively and genuinely caring for your donors in a way that makes sense for that particular stage of your relationship. In doing so, you will create ongoing value exchange, build trust and increase loyalty with your donors.

Stage 1: Catch Me

This is the stage of courtship. You are marketing yourself amongst a sea of competition, trying to attract and woo a donor by appealing to your similar interests and beliefs.

Stage 2: Welcome Me

This is the honeymoon stage. It’s where you learn how best to communicate with each other, how to support each other, and how to value each other.

Stage 3: Teach Me

This is the engagement stage. Things are starting to get a little more serious. Curiosity is peaked. Questions are asked. Information is sought. You want to learn more about each other so you can connect on a deeper level.

Stage 4: Grow Me

This is the enrichment stage. It’s a time of excitement and opportunities. It’s time to demonstrate the value each of you brings to the relationship and highlight the impact you can have on the world if you work together.

Stage 5: Keep Me

This is something of a warning stage. It’s a reminder to never get complacent. For the relationship to work, it’s important to show respect, care and attention. Remember, trust and loyalty must always be earned so never stop striving for them.

Stage 6: Endear Me

This is the rekindling stage. Focus on reminding each other why the relationship exists, what attracted you to each other in the first place and why you still belong together. It’s an opportunity to reflect on all you have accomplished so far and ignite the passion to continue on your journey together.

Stage 7: Renew Me

This is a re-establishment stage. It’s an opportunity to breathe fresh life into the relationship in a bid to make it stronger. It may even be time to start afresh; to revisit expectations and work on understanding each other.

Stage 8: Win Me Back

This is an acknowledgement stage. It’s time to listen intently; to face up to the issues and accept the role you played in creating them. You might even need to apologise. Above all, it’s about understanding whether you’re meant to be together and then putting in the effort to make that happen.

As you embark on this journey on the journey to donor-centricity, ask yourself what stage of the donor relationship at you at with your donors? Remember, each stage comes with its own challenges and opportunities. Knowing a little bit more about each phase can help you navigate the journey. So, our next blog series will be dedicated to each stage of the donor relationship journey – stay tuned!

You might also be interested in joining LemonTree’s free Donor-Centricity Collective (DCC)? Every event we do a deep dive into one of the stages so you can learn from your peers, share your experiences, ask questions and keep up-to-date with the latest strategies to help you through that stage to become more donor-centric…AND be part of a movement to help grow sustainable giving in Australia! Simply click here to sign up for free.

…..

Previous posts in this series:

Barriers to Donor-Centricity: the Challenges you Face

by Joel Nicholson | May 22, 2020 | Donor Endearment, donor-centric, Donor-centricity, Sustainable Fundraising

After defining donor-centricity and explaining why we believe it should be a strategic priority for NFPs, it’s worth us exploring some of the challenges you may face on your journey towards donor-centricity.

Commercial entities recognise that sustained competitive advantage comes from having a customer-centric approach across all levels and teams within their organisation. Only when the customer permeates the hearts and minds of the entire organisation – regardless of seniority, department or title – will the company start to reap the rewards of trust and loyalty from their customers.

The same is true for NFPs. Donor-centricity needs to permeate the DNA of your charity in order to be truly effective.

And therein lies perhaps the biggest barrier to donor-centricity: your organisation itself.

Its ethos, culture and leadership.

Its vision, strategy and core values.

Its programs, targets and KPIs.

Its operating model, revenue streams and decision-making processes.

Its hiring policies, onboarding and development opportunities.

These elements all need to be conducive to first understanding your donors at each stage of their life; and then infusing these insights into all areas of your business to help inform decisions, shape strategies, determine priorities, set goals, build your brand, establish a connection and ultimately create a unique and ongoing value exchange for your donors that leads to trust and loyalty.

All of which, of course, rely heavily on the technology your organisation uses; the quality of your donor data and even the very language you use to communicate with your donors. These too present additional potential barriers to donor-centricity.

Then there are the external factors to consider. The ratio of NFPs to active donors, resulting in everyone ‘fishing from the same pond’. The subsequent over-targeting and communication overload that leads to paralysis of choice, desensitisation or message fatigue. All this even before a global pandemic is thrown in the mix, threatening our way of life as well as life itself.

Yes, the path to donor-centricity is undoubtedly full of obstacles and challenges: internal and external, known and unknown.

But they are not insurmountable.

Because your organisation has a secret weapon.

You.

A champion, not only for the cause your organisation represents but for the donors who so generously give their money in support of its beneficiaries.

A voice, always asking “what will this mean for our donors?”

A rally cry, encouraging everyone in the organisation to put the donor first, always.

No matter what hurdles NFPs face on their journey to donor-centricity, their success will be that much greater – the outcomes that much more meaningful – if they have someone like you in their corner.

So don’t be afraid to be that constant presence, that constant reminder that sustainable giving stems from sustainable relationships built over time and based on trust and loyalty. And that begins with a donor-centric approach throughout your entire organisation.

If that sounds daunting, don’t worry – we’re here to support you. In fact, there’s a whole community of people here to support you…and we’d love for you to join us at LemonTree’s free Donor-Centricity Collective (DCC). As a member of the DCC, you can learn from your peers, share your experiences, ask questions and keep up-to-date with the latest strategies to become more donor-centric…AND be part of a movement to help grow sustainable giving in Australia! Simply click here to sign up for free.

…..

Next up in this series: