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

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

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

The different stages of the donor relationship

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.

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Previous posts in this series:

The 8 Steps (& 4 Principles) to Becoming More Donor-Centric

The 8 Steps (& 4 Principles) to Becoming More Donor-Centric

Having explored some of the barriers to donor-centricity, it’s time to focus on the 8 steps you can take to help your organisation become more donor-centric.

At LemonTree, we define donor-centricity as: “The continual dedication to increasing the depth and breadth of your donor understanding, so you can connect more meaningfully, collaborate more effectively, and – most importantly – genuinely care for your donors in order to create ongoing value exchange, build trust and increase loyalty.”

Much like the relationship we have with each of our friends, the members of our family and the people we work with, there is no single, linear path you can take to build trust, earn loyalty and nurture a long-term, sustainable relationship with your donors. However, there are some critical steps we can take to create the right environment for a relationship to flourish.

It’s a bit like growing a lemon tree. You have to do some groundwork first before you can expect a seedling to grow into a fruit-bearing tree. You need to consider the type of lemon tree you want to grow, the seed itself and whether it’s viable, the soil, the pot, the light, the positioning, the climate, the water, the fertiliser, and so on. You have to cultivate the perfect conditions for your lemon tree to grow. Even then, with all your nurturing, it can still take upwards of three years for it to produce fruit…and some trees never will.

The same is true when it comes to creating a donor-centric environment. You need to be in it for the long-haul. This isn’t a quick ‘low-hanging-fruit’ strategy (excuse the play on words!). It takes time and effort to cultivate the perfect conditions for your donors to grow – but it’s an effort worth taking because it leads to long-term, sustainable relationships.

8 steps to cultivating a donor-centric environment

Step 1 – Maximise the quality of your data: the most important asset you own right now is the data on your donors, both past and present. When it comes to data, quality is just as important (perhaps even more so) than quantity. Data is your key to building sustainable relationships between your donors and organisation, so be sure to practice good data hygiene!

Step 2 – Find ways to collaborate: your own data will only ever tell you so much. Donor-centricity is a commitment to increasing the depth and breadth of your donor understanding. Finding ways to partner and aggregate data insights will fuel your donor understanding and lead to best practice communication and donor management.

Step 3 – Ensure strong donor governance: your donors are the life source of your organisation and the beneficiaries you serve. Without your donors, the solution to your cause disappears. Protect your donors by introducing strong governance practices for all your donor engagement processes. Remember, protect your donors to protect your cause!

Step 4 – Recognise their life stage: a donor’s ability and willingness to donate to your cause will vary in both time and dollars as their circumstances change and evolve. Always take into account the life stage and household composition of your donors in order to provide the most engaging experience.

Step 5 – Listen to their needs & wants: “seek first to understand, then to be understood” – so Stephen Covey told us. To build trust in a relationship you need to listen to and understand the wants and needs, hopes, fears, likes and dislikes of the other party. Only by understanding and capturing your donor preferences can you communicate with them in a way that will resonate, connect and build trust.

Step 6 – Lifetime value & share of wallet:  with a wider donor understanding of engagement, a level of sustained giving over longer periods is achieved. History has shown us when donors are over-communicated to, they suffer donor fatigue and reduce overall giving. Factor in share of wallet when calculating lifetime value. Know what is fair and reasonable for your donors.

Step 7 – Optimise your communication: sometimes silence really can be golden. Your messages, channels and the timing of your communication should be based on your donor insights. It’s not always about when you have something to say, it’s about contacting a donor when and where it is appropriate for them.

Step 8 – Nurture & grow: just like any other relationship, it takes time for donors to get to know, like and trust your organisation and the work you do. Invest the time in leveraging your knowledge of your donors, your cause and its beneficiaries to find common ground, make connections and demonstrate your value. Grow the size of your donor pond, by nurturing tomorrow’s givers, today.

Regardless of the path you choose to take, your journey towards donor-centricity should be underpinned by 4 core principles.

4 Principles of Donor Centricity

  1. Donors are people, not ATMs: loyalty will be created by treating donors as equally as important as your cause itself.
  2. Knowledge is power: the best, most engaging donor experiences will be created by leveraging the data, analytics, insights and observations available to you.
  3. Relationships are ‘give and take’: trust will be created by having meaningful, two-way conversations that foster reciprocity and fair value exchange between you and your donors.
  4. It’s a marathon, not a sprint: create the maximum return on your investment by measuring the lifetime value (LTV) of a donor, not just the campaign value.

These principles are the cornerstones of creating a donor-centric environment. They are non-negotiable. They are a mindset. They are a manifestation of your intent to connect, collaborate and care for your donors…whichever path you choose to take to get there.

If you’re on the journey to donor-centricity, why not join 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.

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Next up in this series:

  • The different stages of the donor relationship and how they impact donor-centricity

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Barriers to Donor-Centricity: the Challenges you Face

Barriers to Donor-Centricity: the Challenges you Face

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.

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Next up in this series:

  • How to become more donor-centric
  • The different stages of the donor relationship and how they impact donor-centricity

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Why donor-centricity should be a strategic priority for NFPs

Why donor-centricity should be a strategic priority for NFPs

In my previous blog post, I explored what it means to be donor-centric. This post, I’ll explain why we at LemonTree believe donor-centricity should be a strategic priority for NFPs.

Donor-centricity is the ongoing dedication to increasing the depth and breadth of your donor understanding. In doing so, you generate insights that can be used to tailor your communication and engagement efforts and demonstrate to your donors that they are at the heart of your entire organisation. This builds trust and loyalty – the critical foundations of any lasting, sustainable relationship.

How do we know this? Because we’ve seen it before in the commercial world.

Customer-Centric Commercial World

Long ago the commercial world realised that the ‘customer is king’ and so adopted a customer-centric approach to their business. Marketing teams work tirelessly to get inside the hearts and minds of their customers so they can position and promote their products and services in the right way, at the right time and with the right message to engage and nurture the customer and eventually make the sale.

Faced with increasing pressures, change and disruption from technological innovation, and a general decline in trust amongst businesses, commercial entities recognise that sustained competitive advantage doesn’t belong to those who provide the best product or service. Sustained competitive advantage belongs to those who provide a sustained focus on delivering the best customer experience.

A positive customer experience makes us feel something and – as humans – we are motivated to act based on how we feel. We tend to make decisions based on emotion, then find a way to justify that decision based on logic. Which is why we choose to walk that little bit further to get our morning coffee, even though it costs 50c more…but the barista greets us by name, remembers our order and takes the time to ask how our kids are getting on with that school project.

We walk further and pay more because of the way the experience makes us feel; that’s what keeps us coming back. It makes us trust the barista; makes us loyal to the cafe and gives them a competitive advantage. In today’s challenging times with COVID-19, this entrenched loyalty – built up from years of providing a positive customer experience – is keeping many businesses alive, and for that, we applaud them and wish them every success.

To deliver the best customer experience and earn a sustained competitive advantage, businesses need to earn trust and build loyalty by adopting a customer-centric approach:

  1. Understanding what their customers want, need, like, dislike, hope, fear and value at each stage of their life (see Fig. 1)
  2. Infusing these customer insights across all their business functions to help shape decisions
  3. Creating a unique and ongoing value exchange for their customers
  4. Engaging in open, honest and transparent two-way conversations with their customers, across many different channels
  5. Empowering customers to interact with their brand on their own terms

This same approach applies to not-for-profits looking to secure sustainable giving. You need to earn trust and build loyalty by adopting a donor-centric approach, and that starts by increasing the depth and breadth of your donor understanding.

Fig. 1

Understanding your Donors

In the same way as a customer’s ability or desire to purchase a product or service will vary over their lifetime (see Fig. 1), so too will a donor’s ability and willingness to donate to your cause vary in both time and dollars as their circumstances change and evolve.

Adopting a donor-centric approach enables you to recognise the changes in their life stage (whether it’s a significant milestone or subtle adjustment) and adjust your communication and engagement activities accordingly so you sustain the relationship over a longer period of time.

Smart organisations – both commercial and NFP – would rather have a customer or donor contributing $25 annually for 10 years, versus a one-off transaction of $500. That is not sustainable.

Historically, donors have reported they often feel treated like ATM machines, where the focus is on the financial transaction itself, rather than taking the time to nurture and engage with the donor. But if NFPs treat the donor relationship as a purely transactional one, then it will only ever yield one-off transactional results.

The building blocks of sustainable relationships

Remember, trust and loyalty, are the building blocks of any long-lasting relationship. But they are not built on a series of one-sided transactions. Trust is built over a series of two-way conversations during which the donor feels recognised, valued and instrumental to your organisation and its beneficiaries.

If you can make your donors feel this, they are far more likely to stay loyal to your cause…and even adopt it as their own.

So if you want to grow sustainable giving for your cause, and for the Australian fundraising industry, you need to adopt donor-centricity as a strategic priority to earning trust and building loyalty.

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If you’re on a mission to become more donor-centric, we invite you to join LemonTree’s free Donor-Centricity Collective (DCC). As a member of the DCC you can share best practice, learn from your peers, 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!

Next up in this series:

  • Barriers to donor-centricity: the challenges you face
  • How to become more donor-centric
  • The different stages of the donor relationship and how they impact donor-centricity

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