DCC Webinar ‘renew ME’

SHOW-NOTES – may 2022



  • Welcome
    • Our 21st event over the last 5 years including about 800 fundraisers
    • Over the next hour the biggest value is a single golden idea… The requires teamwork, so we’ll have a series of polls to encourage collabaration
    • Post all questions in the chat room!
    • Five questions post-event to capture and share your golden idea
  • Donor centricity: The continual dedication to increasing the depth and breadth of of our donor understanding…
  • To do this we work across an 8-stage donor journey, today we explore the Renew Me stage
  • Following this series, we’ll launch into the actionable roadmap of how to achieve the nirvana of donor-centricity
  • All material from our previous events can be found on the LemonTree blog
  • Renew Me is about re-establishing relationships!
  • Questions we’ll explore today
    • Are we rewarding loyalty?
    • How are we segmenting this long tenure relationships?
    • Adapting to shifting life stages?
    • Updating details and changed circumstances?
    • Does history reflect the future?
    • What impact does donor lifecycle management have?
    • Does it help or hinder to a cknowledge this stage of the relationship?
  • Poll – How often in your communications does your organisations “breath” fresh approaches to lapsing relationships?
    • Once per year 50%
    • Multiple times per year 33%
  • Recent case studies
    • LemonTree recently proved its model is 8x more predictive that the average RG attrition rate and reduced average attrition by 17%
    • Using Primed and a long-term mindset, LemonTree helped convert donors with retention rates 25% better than other programs
  • Intro to Tara
    • Passionate fundraiser with 10+ years experience
    • Amazing experience at Royal Far West growing and retaining large scale donor databases
    • Likes to live life dangerously! Known to jump in Daytona cars in Las Vegas and has experienced plane crash landings!
  • Intro to Selar
    • Has moved from the fundraising sector to launch his social impact business called Future Value


  • Royal Far West – what’s happening?
    • Head of Fundraising, at RFW for 4 years
    • Cash, single giving, regular giving, trust and foundations, community fundraising, events, and branches
    • RFW is about 100 years and had 150 branches in its hay day (17 left)
  • Previous roles and experience (and commonalities to Royal Far West)
    • The biggest commonality is focused on individual giving programs, and growing both cash and RG in a sustainable way… In organisations that were doing good stuff, but that needed to make a step-change
    • Implement F2F and support the backend to support the acquisition of large volumes of new RGs
    • Launch online lead with TM conversion program, successfully acquiring 1,500 RGs in year 1
    • At RFW the 5-year strategy was to acquire a significant level of RGs to underpin the organisation long-term, in year 4 we are very close to hitting this target
    • The commonality is “infancy” – picking up programs in their early stages and maturing them to scale
  • Selar commented that this maturity often manifests itself in the movement from cash to RG programs… Are there common challenges in this, with the new expectations that are implied in RG donors?
    • Yes, absolutely! The reality is that we needed to build the plane while we’re flying it – there are going to be things we want to do that we don’t yet have the budget for; this results in very difficult decisions on where we spend and what we invest in
  • With such a new program, there is so much to implement; how do you make the critical decisions around which parts of the process to implement?
    • We have an amazing donor care team, so interactions are largely taken care of (although most are cancellations and very late in the journey)
    • We picked the touchpoints that we felt have the most impact – welcome, birthday, etc. – but the issue with building while flying is the inability to properly optimise
    • This year we’ve had to focus on financial ROI alone, this makes stewardship and governance difficult, with the focus on process components such as payments… This comes at the expense of the “warm and fuzzies” such as donor nurturing and feedback
    • Selar extended this sentiment that from his experience, getting the foundations (process) correct for a complex program is important… You can’t optimise something that isn’t built right in the first place
    • Selar also noted that RFW is perhaps moving from the mechanistic focus to a vitalistic one
  • What does engagement mean to a donor that could be on the verge of lapsing? What does it mean to you to try and do this?
    • It’s one thing to know when they might lapse, it’s another to know why and to learn what to do to stop it
    • We have the data to understand when people are going to drop off (beyond the natural term of the contract length)
    • The challenge in the coming year is understanding the prescriptive actions we can take better
    • Giving days help create an experiential moment to interact with the charity, but it can’t be about asking them to give more – it should be about retaining them
    • When we do a survey with our cash donors, if the question is asked about what they’d prefer to see (stats versus stories), the majority want to see the stats – but we know this doesn’t work and that the stories drive donation
    • Sitting here today, there are more questions than answers and a recognition of how important the next phase is for us
  • Now that you’ve got donors on board for 3 – 4 years, how do you engage the Renew Me experience? How do you actually go about it?
    • You want the end in mind at the beginning, but the end in mind now is to prolong the end
    • Looking for opportunities to engage with donors in new ways – the floods have presented this opportunity
    • There is no silver bullet… This should be about constantly considering and reconsidering the ways that we drive engagement with our established donors
    • It might be other ways we can tell the stories, such as lunch and learning sessions


  • Strategic insights
  • Information-rich! Selar will whip through quickly with a view of following up with the group as required
  • Survey results were gathered through a strategic review of LemonTree product positioning as well as how insight may benefit the industry
  • Two-part method – interviews and online survey
  • Four themes
    • Harnessing the data universe (external and internal to the CRM)
    • Making AI a must-have
    • Trust and governance
    • Retention
  • Key statements
    • We don’t know what we don’t know
    • Beyond benchmarking – it’s not so much where we sit but what we could be doing
    • Going beyond RFM – what are the data points to support this?
    • Lifecycle pathway
  • Insights
    • Application – most investment in scoring and profiling, only 2 participants had no data management function
    • Focus 6-12 months – digitisation was the key area of focus, including integration across cloud-based communications and CRMs
    • Vision for the future – Automation/integration and understanding of macro factors to understand life stage better
      • Understanding success measurements
      • Data accessibility
      • How to incorporate macro inputs to understand life stage better
      • Understanding the impact of DM decline
    • Barrier to entry
      • Internal barriers – budget, resources, CRM constraints, education, evidence to support investment
      • External barriers – overuse of data, ending of cheques
    • Opportunities – data informing everything we’re doing… Fixing the knowledge gaps in data
    • The LemonTree experience – trust and confidence
      • Understanding what it means to share data
      • Helping break down the trust barrier
      • Providing case studies and demonstrations of success
      • Value of data not yet capitalised
      • LemonTree has credibility from the commercial side but doesn’t use it… That it’s not utilising its data as much as it could be
    • Adding value to the sector – perceptions of LemonTree
      • Data governance
      • Positive outcomes
      • Recognition
      • Innovation
  • LemonTree’s response
    • Sector leadership
    • Be the go-to for best-practice
    • What happens next for mass acquisition?
    • A bigger, broader, deeper universe
    • Identifying and filling gaps in knowledge
  • LemonTree Roadmap
    • Harnessing the universe
    • Making AI a must-have
    • Trust and governance
    • Retention


When looking at renewing supporters would you look at overall loyal supporters or keep exclusively to RG supporters? – Rebecca Roberts, Mission Australia

Do you have any insights or tips to share on identifying stages where your donors at RFNW are likely to lapse, and what you’ve implemented at these stages to retain them? – Victoria Irvine, Givetel

Do you measure which touchpoints is more effective as part of your welcome/donor journey? – Vicki Shaw, GiveTel

Some great questions! To do them each justice, we’ll answer each in more detail in a guest blog ft. Tara, later in the month!



Congratulations to Supporter Relations Manager, Rebecca Roberts

Congratulations to Client Account Manager, Victoria Irvine


Thank you to our guest speakers Tara Tan and Selar Henderson.

We look forward to you joining us for the August session, as we conclude the final stage of The Donor Relationship Journey, with the ‘Win Me Back’ stage.

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