Donor Relationship Stage : Win Me Back – ft. Braden Spencer from Heart Foundation

Donor Relationship Stage : Win Me Back – ft. Braden Spencer from Heart Foundation

by | Oct 24, 2022 | Donor Endearment, donor engagement, donor-centric, Donor-centricity, Education, Sustainable Fundraising

Win Me Back.

This is the acknowledgment 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 apologize. Above all, it’s about understanding whether you’re meant to be together and then putting in the effort to make that happen.

For this stage of the donor relationship journey, we were joined by guest NFP speaker Braden Spencer, Head of Individual Giving at Heart Foundation.

A bit about Braden:

Braden is an accomplished fundraising executive who has held senior management NFP and Agency positions in both Australia and Canada. Braden has built many successful fundraising programs over the past 13 years, working for large organisations such as Heart Foundation, Save the Children, and World Vision.

He uses a unique style of vision, creativity, accountability, and genuine care people leadership to ensure success in his programs.

In his spare time, Braden is an adventurer, marathon runner, avid hiker, basketballer, traveler, advocate, volunteer, business owner, strategist, and loving partner.

A bit about Heart Foundation:

Heart Foundation has been the trusted peak body working to improve heart disease prevention, detection, and support for all Australians. For more than 60 years, Heart Foundation has been on a mission to reduce heart disease and improve the heart health, focusing on key areas such as risk reduction, support care, education, and research.

Heart Foundation currently has 15,000 active regular donors, 65,000 lapsed regular donors, 60,000 active single giving donors, and 15,000 active raffle donors.

What Braden had to say about the Win Me Back stage of the Donor Relationship Journey:

Rules are made to be broken…but not these ones:

1. “Data is the key to everything. Without great data you will fail!
2. Invest small, prove it works, invest big – test and innovate.
3. Build your team and/or use the experts – no one person knows everything!
4. Know who your donor is, what motivates them? Look after them!
5. Know your success metrics – reporting and analysis is vital!”

As we all know, COVID19 has had an incredibly impact on the world of fundraising. There has been increasing competition for donors, and while this is happening, donors are changing and adapting to a different way of life post-pandemic. So as fundraisers, we need to be asking ourselves – Who is our target audience (has this changed from what we originally focused on)? What makes our audience give (has their giving process changed)?

Data = Insights:

Starting with clean data is key. Cleaning and enriching your existing data, enables data selection and management of your data, with confidence and ease. Choose your Acquisition channels wisely and think about reducing the size of your audience; this will allow you to focus on the metrics (daily!), and truly get to know your audience on a more meaningful level.

Improve your donor experience in 6 steps:

1. Start by implementing your systems/software…automate everything!
2. Focus on your Acquisition experience to maximise efficiency and impact for your cause.
3. Communicate – thank your donors, and then thank them again!
4. Understand each donor individually. Who are they? Why did they leave? What is their preferred communication channel/s?
5. Apologise where appropriate.
6. Create a fun donor experience. Communicate with your donors in new ways. Be innovative!

Thank you to Braden Spencer for sharing his experience and tips, you can view the full session show notes here.

If you’d like to hear more from the likes of Braden and your fundraising peers, we invite you to join the LemonTree Donor-centric Collective; a community built for fundraisers. The community attracts 1000+ fundraisers across Australia, ranging from small to large NFP’s and guess what…its completely FREE! Enjoy member-only access to community webinars, the chance to speak on behalf of your cause, and most importantly be involved in the donor-centric movement!

Previously in this series:
• Stage 1: Catch Me – ft. Joanne Rogers from The Shepherd Centre
• Stage 2: Welcome Me – ft. Lauren McDermott from Harry Perkins Institute of Medical Research
• Stage 3: Teach Me – ft. Jody Crooks from WWF
• Stage 4: Grow Me – ft. Mahza Ahadiwand from Children’s Cancer Institute
• Stage 5: Keep Me – ft. Jonathan Storey from Environment Victoria
• Stage 6: Endear Me – ft. Cassandra Bailey from OzHarvest
• Stage 7: Renew Me – ft. Tata Tan from Royal Far West

Join us in 2023, as we begin our new series ‘First steps to a donor-centric environment’:

Step 1 – Maximise the quality of your data
• Step 2 – Find ways to collaborate
• Step 3 – Ensure strong donor governance
• Step 4 – Recognise their life stage
• Step 5 – Listen to their needs & wants
• Step 6 – Lifetime value & share of wallet
• Step 7 – Optimise your communication
• Step 8 – Nurture & grow

We are now living in a Trust Economy

We are now living in a Trust Economy

by | Jan 24, 2019 | Sustainable Fundraising, Trust Economy

By Joel Nicholson – LemonTree Founder

We are now living in a Trust Economy. Thanks to today’s technology, digital and social media, we can quickly and easily connect with – and do business with – more and more people from all over the world. Forget Bitcoin. Trust has become the currency ‘du jour’.

But how ‘real’ are these connections?

How much do we really know – and trust – our 4.9 star-rated Uber driver?

Or the owners of the Airbnb house we’ve just booked?

Or the latest person to follow us on Instagram?

What do they really know about us?

With the growing number of connections, has come growing statistics on depression, disengagement and authenticity, along with a continuing decline in the World Trust Index, suggesting that we are suffering from a false sense of connection and belonging.

Winning and losing in the Trust Economy

As humans, we are social, communal beings at heart. We want to meaningfully connect with our communities. We want to belong to a tribe. We want more meaning, more fulfillment, more happiness.

In the Not-For-Profit industry specifically – where a common question from donors is: “Where does my money go?” – it is becoming increasingly important to focus on growing lasting, sustainable relationships vs. amassing unsubstantiated connections.

Fundraisers and charities that focus on relationships over transactional connections will be the winners in this new era.

Keeping our donors is more important than ever.

Those that don’t invest in getting to know and understand their donors and provide them with real value, will fall away in this trust economy and lose the chance to make a real difference to their cause.

Donor-Centric Life in the Trust Economy

In the trust economy, every donor is deeply understood and deeply valued.

We move from transactions (RFM) to motivations and preferences.

You are genuinely connected with your donors.

You collaborate with others to further your knowledge and understanding of your donors so you can truly care for and work in their best interests!

Those natural human chemicals of Oxytocin and Sertonin are flowing.

What do we need to thrive in the Trust Economy?

What if you knew your localised motivated donor?

What if you knew the exact time of year your donor prefers to support your cause?

What if you knew which donors shared the plight of YOUR cause and which donors are simply do-gooders?

How would you communicate with them?

How would you engage with them?

How would you attract and retain them?

The reality of the Trust Economy reality is now.

In 2018, 54 LemonTree members, leant in and embraced the Trust Economy.

They are now matching messages to motivation segments; testing multi channels across Direct Mail, eDM, SMS and phone; and tracking LTV vs. immediate response rates.

How are you adapting to the Trust Economy? (Share your comments below)

LemonTree discusses the subtle impacts of language

LemonTree discusses the subtle impacts of language

by | Aug 21, 2018 | Customer Journey

By Joel Nicholson – LemonTree Founder The questions… Do you find yourself in a similar challenging position to many marketing professionals that attended our recent industry luncheon event on “a new language to modern customer life cycle messaging”? The collective group of around 30 senior professionals in Sydney nominated key challenges in growing customer life cycle programs as:
  • Resourcing/financing projects
  • Data visibility and access
  • Relevance of communications vs personalisation
  • Measurement
  • Training internal teams
What else do you find getting in your way of growing your biggest competitive advantage of meaningful and sustainable customer relationships? The concepts… Firstly, relationships matter. Science is continually proving our health is closely linked to us holding meaningful connections with other people. Customer relationships is no different. NPS in organisations like Vodafone and Citi are proving to average higher for extended periods over a given customer life cycle. How? By simply changing the internal language from traditional segments like onboarding, nurturing, retaining, etc, to more customer-centric language like teach me, grow me, endear me, etc. Finally, accessing or gaining visibility of trustworthy customer behaviour data is more often a process of looking within your organisation rather than searching externally. Recently we helped a brand recover 20% of its customer base that it didn’t previously hold a dialogue with on a key channel. We find there are typically numerous pockets of opportunity that are not immediately visible. Actions to consider… Start putting customer relationships at the heart of strategy and decision making. Measurements like NPS, LTV, and engagement scores are a start towards gaining stakeholder buy-in on both short and long term ROI Create a customer journey framework that everyone can understand. The customer centric segment language described above is but one good example. Think about how to better capture customer interactions that map to the customer journey dialogue and ultimately their needs. A simple example is when a customer buys a car baby seat, what else does this tell you?! A special thanks to Kara Every for sharing her experiences on this topic.