breaking through the noise ii

2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference

Breaking Through the NoisePart II

How our donors break through the noise to engage with us!


Panel

• Polly Craik, Moderator• Jann Schultz, Operation Smile• Karen Reynolds, World Travel Holdings• Angie Moore, American Cancer Society


Jann P. Schultz, Director of Donor Relations



What do these FACTS mean?


Operation Smile• Established a full service Donor Relations

Team• Purpose

– To effectively nurture and efficiently build long lasting relationships with our constituents who financially support, volunteer and advocate for Operation Smile.


Operation Smile Donor First Philosophy

To serve the donor with the same exceptional care that Operation Smile provides to children

and their families around the world.


Documented Donor Interactions

• Actions added as of 11/21/2008: 32,348• Actions added in 2007: 20,556• Actions added in 2006: 13,716• Actions added in 2005: 4,794

Expectation: all donor interactions by phone, e-mail, meeting, etc. will be documented in RE


So what are our donors saying?• 23% - Customer Service Requests

– 2400+ responses to DM exception mail & correspondence

• 8% - New Donation or donation status• 6% - Updates to Mailing Status

– 741 “Do Not Mail”– 222 Address Change alert from donors


Making their voice heard…• They want to ‘manage’ their direct response

interactions– We make it possible to meet their requests, not simply ALL

or NONE– Online, have multiple options & personalization– Offline, variety of attributes and solicit codes we use to

flag record with the donor request• Requires solid database management skills – and

training of teams using the system.


Donors want to help…• 6% - Grassroots Fundraising


Grassroots Fundraising


Outreach to Donors

• 23% - Thank You Calls & hand written notes


Donor Relations TeamThank You Calls or Handwritten Notes

$240 - $999

Development Services TeamThank You Calls or Handwritten Notes

$1,000 - $4,999

Donor Database TeamAll donations receive Tax Receipt/Acknowledgement from Operation Smile

Development DirectorsThank You Calls and Handwritten Notes

Office of the Co-foundersThank You Calls and/or Notes

$5,000+

Special Handling

$10,000+ and special requests

EventsThank You Notes from Organizers

v. Sept 08


What about the rest of our donors?

• To reach our donors who give $25-$239• Engaged ALL our HQ staff…including Programs

and Admin• Quarterly…


The largest volume of callsdedicated to our

Donor Loyalty and Retention Programs• 31% of calls are dedicated to donor retention

efforts• 7,600+ inbound and outbound calls

– 5,300+ calls made to CC decline, lapsed pledges– 1,500+ calls for sustainer program cancellations


SAVES Strategy• Level One – retention of donor at current level of giving

– Option - provide alternate method for giving• Level Two – retention of donor at reduced level of

giving• Level Three – retention of donor as a fundraiser

– Option – grassroots fundraising on behalf of OS• Level Four – retention of donor as a supporter

– Option – raise awareness, hold collections, volunteer


Back by Popular Demand• Electronic EOY tax receipt • 94% positive rating when

tested last year• Multi-channel to reach

more donors


Key Takeaways• Define exceptional customer service

expectations and implement across your organization– Donor First Program

• Establish a team focused on building relationships and retaining donors– Provide them with the tools and training they need

• Establish expectations for capturing donor interactions, track and report


Listen & respond to your donors• Allow for flexibility within your program so

donors can define direct response interactions• Provide tools for donor fundraising efforts• Properly thank your donors – and listen to

what they have to say when you call!• Train your staff to retain donors – offering

alternatives for donors to remain engaged• Test new ROR programs and roll out with

positive response


Sources

• Accenture Survey, July-August 2008– http://www.directmag.com/crm/poor-service-

not-price-survey-1999

• Non-Profit Sector in Brief, May 2008 – Urban Institute and National Center for Charitable

Statistics


Speaker Contact Info:Jann P. Schultz, Director of Donor Relations

Operation SmileGlobal Headquarters: 6435 Tidewater Drive,

Norfolk, Virginia, USA757-321-7645

[email protected]: @jannschultzLinkedIn: Jann Schultz


Karen Reynolds, Director of Customer Service

World Travel Holdings



World Travel Holdings is one of the nation’s largest online and offline leisure travel companies

Owned Brands:

Partner Brands:


What we do…


How we listen to our customers…


Cruise Product

How well did this cruise meet your expectations?Both individual ships and cruise line as a whole are rated on a 1-7 scale

Comments

•Best performing products

•Products experiencing difficulty

•Comment themes

Cruise Product Team

Cruise Line Execs

Sales and Service Teams

Web

Intranet

Customers


Q3 Highest Rated Ships(of ships with 25+ survey responses)

Survey Score

Q3 2007(1-

7scale)

Survey Score

Q3 2008

# of CR

cases during Q3

RCC Mariner of the Seas

6.05 (92) 6.24 (41) 2

RCC Liberty of the Seas * +

6.20 (46) 6.05 (40) 1

HAL Oosterdam 6.25 (12) 5.96 (28) 0

CCL Inspiration 5.59 (29) 5.91 (33) 1

CCL Conquest 5.94 (33) 5.89 (27) 2

CCL Victory 5.11 (98) 5.86 (37) 4

How well did this cruise meet your expectations?

1 2 3 4 5 6 7 Not at all Exceeded


Top 20 ShipsTop 20 ShipsPast six monthsPast six months

Ship scoring:

•Survey:

•5.50 or better (out of 7)

•At least 20 responses

•CR cases:

•.50 or better complaint ratio

•Reviews:

•4.60 or better (out of 6)

•At least 10 reviews

Ship Comp vs. Dept

Review Score Survey Score Promoter

Score (1 – 7)

DCL Disney Wonder 0.15% 5.41 (34) 6.02 (33) 6.12

RCC Freedom of the Seas 0.19% 5.21 (24) 6.18 (49) 5.63

RCC Liberty of the Seas 0.13% 5.21 (34) 6.11 (85) 6.06

HAL Oosterdam 0.00% 5.17 (30) 6.00 (68) 6.35

RCC Rhapsody of the Seas 0.00% 5.08 (12) 6.05 (22) 5.91

CCL Carnival Legend 0.09% 5.04 (54) 5.95 (116) 5.89

HAL Westerdam 0.10% 5.00 (25) 5.82 (45) 5.62

RCC Mariner of the Seas 0.13% 4.90 (40) 6.07 (109) 6.16

RCC Voyager of the Seas 0.19% 4.86 (21) 6.21 (39) 6.10

RCC Adventure of the Seas 0.14% 4.83 (30) 5.74 (66) 5.88


Problem Resolution

– Any score of 3 or lower is addressed personally with a return email or a follow-up call

– Problem is worked until customer is satisfied


Example of problem resolution:

I would like to see the following:

-Credit towards final invoice -Discount that was promised, 15%, on shore excursions that we booked while on ship. -The Kids Club service was horrendous on the ship.

Would like for you to complain to Carnival.


Agent Feedback and Recognition

Bruce,

I would like to take a moment of your time to thank you for the excellent customer service I have been receiving from Margo. Over the course of this year I have had many horrifying experiences with customer service departments from many different companies. Working with Margo has been such a breath of fresh air for me. She has been so helpful and enjoyable to work with during what could have been a much worse situation. Margo and I are still working on resolving some issues with another company and I am glad she is my agent!

Thanks again!


Customer Reviews

www.cruisesonly.com


Average Disney Wonder Rating

Pros:Great organization by Cruises Only and Disney Cruises

Cons:no negatives

As first time cruisers we really appreciate the great communication and organization by Cruises only and Disney. We are very satisfied and would highly recommend Cruises Only and Disney Cruise Lines

Great Cruise by Mitch H from Charlotte, NCSailing date: Dec 2008


Customer Service Suggestion Box

– Allows CS agents to pass along direct feedback from customers once their call has ended

– Allows CS agents to ask questions, make suggestions or express concern anonymously


Suggestion Box example:

In Customer Service we received a lot of calls regarding Advanced Guest forms. Each of us seems to have a different level of knowledge about each of the different cruise line forms. I've learned the quirks of some of them, realized that others could benefit from perhaps more hands on to each of them. Some of my coworkers may never have cruised or prefer to leave the passengers to do their own. It would help us and the passengers if we all had some working knowledge of each one. Perhaps a study?


Recommendations:

If you are going to collect feedback from customers, use it!– Take action on negative items– Share positive responses with those involved and with management

Use customer feedback in methods that are visible to the customer – Contact customers regarding negative replies– Post reviews, customer comments, etc.

Consider both external and internal customers– Internal customers’ (coworkers, employees, etc) feedback can help

the organization learn and grow as well


Speaker Contact Info:Karen Reynolds, Director of Customer Service

World Travel Holdings2875 Sabre Street, Suite 300

Virginia Beach, VA 23454

[email protected]


Breaking Through the NoisePart II

How our donors constituents break through the noise to engage with us!


American Cancer Society• $1 billion in annual revenue ~ strong brand awareness and

confidence• Dedicated to eliminating cancer as a major health problem by

preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.

• Constituent base includes cancer patients, caregivers, survivors, donors, volunteers, advocates, special event participants, medical professionals, children, etc.

• Over 63 million constituents in constituent database – 22 million actively engaged over the last 36 months.


Constituent

Relationship

Management

Experiences

“RememberMe”

“Be Relevant”

“Listen to Me”

Loyalty

Satisfaction

Commitment

Opinions

Word-of-Mouth

Referrals

“Meet my needs”

“Follow-through”

CONSTITUENT FOCUS REMEMBER UNDERSTAND ACT & IMPROVE

TOOLS SIEBEL VOICE MEASUREMENT

ORGANIZATION VERTICAL HORIZONTAL ORGANIZE AROUND CONSTITUENT

PROCESSES CONVENIENT FOR SOCIETY BUILT FOR CONSTITUENT

METRICS SOCIETY-SPECIFIC CONSTITUENT-BASED:SatisfactionRelevance

Refer & RecommendRetentionBroaden

Constituent-CentricSociety-Centric Our Evolution….


The Society

Providing Exceptional Relationships… Enhancing the Customer Experience Creating a “Learning” Relationship Cross Selling Presenting “One” Organization Providing Choice Protecting privacy & preferences

Constituents

Leads to…

More lives saved More mission moved More money More volunteers More advocates Higher customer satisfaction Higher renewal & retention


Our “View”


The View We Needed


CHALLENGES• “Knowing” our

constituents• Lack of “integration”

across the enterprise• Donor retention• Segmentation

conflicts• Data capture• Data “sharing” and

organizational intelligence

OPPORTUNITIES• Validate marketing

strategies• Decrease redundancies• Increase net revenue• Integrate the cancer

continuum and the fundraising continuum

• Drive return on CRM system investment


3% 2%

20%26%

49%

5% 5%

24% 26%

40%

0%

10%

20%

30%

40%

50%

60%

70%

Very Dissatisfied 2 3 4 Very Satisfied

Donors

The Rude Awakening

Survivors


0%

10%

20%

40%

60%

80%

100%

Poor Fair Good Excellent

Zone of Defection

Zone of Indifference

Loyalty

0%

10%

20%

40%

60%

80%

100%

Poor Fair Good Excellent

Zone of Defection

Zone of Indifference

Loyalty

The Reason to Worry


The “Burning Platform”versus The “Carrot”


Greater Satisfaction = Greater Commitment

$0

$20

$40

$60

$80

$100

$120

3 (Neutral) 4 5 (Very Satisfied)

Higher Donor Satisfaction Leads to Larger Donations…


0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8


…more gifts per year...



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


…higher likelihood of donating again….



0%

10%

20%

30%

40%

50%

60%

70%

Volunteerism Advocacy EventParticipation

…and greater engagement



Constituent Relationship Management (CRM) is a strategy for building and

maintaining the relationships that are key to accomplishing our mission through strategic

data capture and analysis, relationship strategies, and

customized marketing.

Constituent Careis a CRM strategy which involves segmenting our

constituents and activating an annual,

strategic planning process across the

enterprise to drive greater satisfaction and stronger

relationships through improved

communications and decision making.


The “Constituent Care” Hypothesis

By focusing on constituents and taking “care” of those relationships, we will……– Ensure a consistent, positive constituent experience– Increase constituent retention, loyalty & satisfaction– Optimize relationships through thoughtful & targeted

offerings– Increase fundraising productivity & ROI– Increase ROR ~ “return on the relationship”


Constituent Care • Two-Year pilot with 18 states• Founded in market research• New segmentation introduced – “affinity-based” model using

all engagements – 6 affinity segments and 2 lifecycle segment• Communication cataloging across all levels to drive

constituent-based communication strategy & planning• Decision-making & processes assessment around what is

communicated, when, and to whom• Relationship-building communications deployed with no asks


Measurement• Movement from one affinity segment to another –

up and down• Movement into and out of high-affinity segments for

rapid response• Increase in annual worth• Relationship retention improvement• Conversion from non-donor to donor• Conversion from non-volunteer to volunteer


Status• Processes deployed successfully• Retention and annual worth statistics are showing

greater improvement than non-care Divisions/states• Full results ready later in 2009

2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference

Thank You

Angie C. MooreManaging Director, CRMAmerican Cancer Society

[email protected]

breaking through the noise ii

Technology