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Donor Journeys: Maximising your donors potential
Scott NicholsonCancer Council Victoria
A typical supporter??
What do these supporters have in common?
Other than an interest in supporting cancer research, prevention and support….
NOTHING!
So why would we talk to them the same
We have so many communication options available…
So why not use them??
Let’s not forget why we do this
Have a plan for every donor
• KNOW YOUR DONOR! How did they donate – online, offline, merchandise, peer to peer When, how much, how often?? Base your ask strategy around this
• What’s your ultimate goal for the donor – Bequests? Regular Giving? Event host? Community fundraiser
• How are you going to get them there?
An example of a donor journey
And a regular giving donor journey
Community fundraiser
Regular Gift TM conversion
Within 9 months of event & 6 weeks of last contact
Final call for donations
Remind supporter to put out one last shout out post-
event
Email – 1 week later
Pre event good luck
Phone/email/Facebook –week of fundraiser
Online registrationWelcome & support
Phone/email - immediate
Fundraising pack
(posters, media tips, FAQs)
Mail – within 2 weeks
Pre event check in Progress, offer support
Phone/email
Post event debrief
Thank you, What worked well, learnings
Phone/f2f - 2 days after fundraiser
Share story
Ask supporter to share experience and photos
Phone/email – 2 weeks after fundraiser
Thank you/ acknowledgement
Letter/certificate/morning tea/research award
Post – 4 weeks after event
Monthly
e-newsletter
End of year survey VIP function
Meet the CEO and researcher
CONVERT
Join RG donor journey
(try get comm fund referrals)
DON’T CONVERT
Test different asks – one off donations, referral for
friends to fundraise
Remember your manners!
• Please please say Thank You!
• Send the message from someone else- Program staff- Case study
• Choose your channel
Share your work
• So many stakeholders are involved- Donation processing- Data entry- Phone staff
• Your job is to educate
Our donors Vs Your donors
• Let the donor know how else they can help your cause
• A donor supports your cause not a single product – no one “owns a donor”
• Cross promote your products to your supporters
How do I cross promote
• Know your database and use it to influence your asks.
• Don’t “spring” an ask on anyone
• TEST TEST TEST!!
Key messages
• Know your database inside and out.
• Have a plan for all of your donors
• Remember to inform and thank your donors
• Donors give to your cause not your program or product
Thank you!