nrb research symposium - dirk rinker

Honing Your Fundraising Message

NRB Research Symposium 2011Presented by Dirk Rinker, President of Campbell Rinker

Understanding your Donors’ Giving Styles

3

Reasons for Giving

I Give Because…(Top two agreement scores, 2+ gift donors)

15%18%

34%

58%56%

23% 24%

39%42%

46%

0%

25%

50%

75%

100%

...it's a family tradition …somebody asks me …I have more than others do …it makes me feel good ...I have been helped in a timeof need

Broadcast (n=1143)

Non-Broadcast (n=490)

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Reasons for Giving

Donors to broadcast ministries are much more likely to say they give because “I’ve been helped myself” or “because it makes me feel good,” suggesting an attitude of giving back on the one hand, and gaining pleasure from the gift in the other. This suggests the giving is being driven by

emotionalism over loyalty. Donors to non-broadcast ministries agree,

but are likelier to say they give because “it’s a family tradition” (23% vs. 15%) or because “someone asked me” (24% vs. 18%).

5

Giving Flexibility

How Flexible is your Giving? (Yes responses graphed, 2+ gift donors)

11%

54%

17% 18%

9%

46%

19%21%

0%

25%

50%

75%

100%

I know which charities I like andsupport only those

I know which charities I like tosupport, but sometimes I'll give to

others as the need arises

I mostly give to charities as the needarises, but I like to support a few

favorites

I tend to select the charities I supportcase by case, without any real

favorites

Broadcast (n=1176)


6

Giving Flexibility

Donors to broadcast ministries exhibit more flexibility with regard to the organizations they support: 54% of them say they know which charities they like to support, but sometimes give to others, compared to just 46% of donors who prefer to support non-broadcast ministries.

7

Planning when to Give

How do you P lan your Giving?(Yes responses graphed, 2+ gift donors)

44%48%

37%

50%

5%3% 6%6%0%

25%

50%

75%

100%

I plan...a year in advance I plan...a month in advance I set my...budget in advance butsometimes give extra

I don't plan, just give when I see aneed

Broadcast (n=1142)


8

Planning when to Give

A higher percentage of broadcast ministry donors say they set their charitable budget in advance but occasionally give extra as the need arises (44% vs. 37% for donors to non-broadcast ministries). Broadcast ministry donors are slightly more

open to giving at least an initial first-time gift to another ministry, broadcast or not.

This is ample reason for ministries to develop and emphasize a set of qualities that set your ministry apart.

Ministry Perceptions

10

Familiarity with Ministry

How Familiar are You with this Ministry?

20%

50%

8%

21%25%

11%

58%

5%0%

25%

50%

75%

100%

Very familiar Somewhat familiar Somewhat unfamiliar Not at all familiar

Broadcast (n=1092)


11

Familiarity with Ministry

Broadcast ministry donors claim to be much more familiar with the ministries they support (70% very or somewhat familiar vs. 30% for non-broadcast ministries).

In contrast, 58% of donors to non-broadcast ministries are “not at all familiar” with the organization, compared to just 21% of broadcast ministry donors. Leverage the broadcast advantage by appealing in

the voice of the dominant on-air personality across all media.

Write in the first person, and use a consistent signer.

12

Motivation for First Gift

I First Gave Because… (Top two agreement scores, 2+ gift donors)

74% 73%

66%

58%55%

36%

14%

83%

68%

27%

54% 55%

6%

16%

0%

25%

50%

75%

100%

I knew my gift wouldmake a difference

The ministry has agood reputation

I could relate to thosethe ministry served

I had been ministeredto by the organization

I was moved by theministry's request

I donated to help coverthe cost of a product

received

It was recommendedto my by someone I

trust

Broadcast (n~1050)

Non-Broadcast (n~320)

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Motivation for First Gift

The most visible single factor motivating a first gift to broadcast and non-broadcast ministries alike is knowing that the gift will make a difference (74% and 83% agree, respectively), followed by the reputation of the ministry (73% vs. 54% agree).

Where broadcast and non-broadcast donors diverge is where broadcast donors are far more likely to say they first gave because they felt ministered to (58% vs. 16%). The clear message here is that on-air ministries must not neglect efforts to minister to viewers and listeners.

14

Motivation for Continued Giving

When I give I tend to…(Yes responses graphed, 2+ gift donors)

73%

85%

58%

48%

84%

93%

64%

23%

0%

25%

50%

75%

100%

...Give where my gift will go farther …Look for good reasons to support …Check on the organization's record …Give to cover the cost of an itemreceived

Broadcast (n=1143)Non-Broadcast (n=490)

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Motivation for Continued Giving

As first time ministry donors continue giving, twice as many who support broadcast ministries say they give to cover the cost of a product they received compared to non-broadcast donors (48% vs. 23%).

All donors look for good reasons to support a ministry (93% for non-broadcast vs. 85% for broadcast).

Broadcast donors show greater loyalty, being slightly less likely to give where their money can go farther (73% vs. 84%). Still, take any opportunity you can to show the donor

you’re delivering on their “investment” in your ministry.

Turning Donors into Promoters

17

Donor Loyalty

Ministry is One of my Top Three Charities(Top two agreement scores, 2+ gift donors)

53%

34%

0%

25%

50%

75%

100%

Broadcast (n=1071)


18

Donor Loyalty

Donors to broadcast ministries are significantly more likely to say that a broadcast ministry they’ve given to is one of their top three favorite charities (53%).

In contrast, just a third of donors to non-broadcast ministries are willing to say the same (34%).

19

Donor Delight

Exceeded Expectations since your Last Gift(Top two agreement scores, 2+ gift donors)

20%

11%

0%

25%

50%

75%

100%

Broadcast (n=1059)


20

Donor Delight

Broadcast ministry donors are twice as likely to say the ministry has exceeded their expectations since their last gift (20% vs. 11%). The average for all donors nationally is 13%.

Broadcast ministries could do a better job at telling donors exactly how their gifts have been used – delivering on the implicit promise the ministry makes when it asks for the funds in the first place.

Non-broadcast ministries could do a much better job at caring for their donors and their needs, allowing donors to express their support in ways outside of giving, and permitting donors to opt into various communications channels.

21

Recommending the Ministry

Discussed the Ministry with Family or Friends(Occasionally or frequently responses, 2+ gift donors)

78%

37%

0%

25%

50%

75%

100%

Broadcast (n=1076)


22

Recommending the Ministry

Broadcast donors are twice as likely to recommend them to friends or family members compared to non-broadcast ministry donors.

Broadcast ministries earn a Net Promoter Score™ of 7% from donors. Non-broadcast ministries get a score of –59 %.

The best customer-driven organizations earn Net Promoter Scores in the range of 90+. A score of 30-40 is typical of donor-based organizations, with the best organizations getting scores in the 70s.

Service Quality Factors

24

Satisfaction with Ministry

Campbell Rinker measures donor satisfaction using nine universal service quality factors. These particular factors are statistically proven to have the strongest association with repeat giving.

Donors are roughly equivalent in terms of their level of satisfaction: 78.3 out of 100 for broadcast ministry donors vs. 75.5 for donors to non-broadcast ministries.

However, on deeper examination, donors to broadcast ministries demonstrate different needs and areas of high satisfaction compared to non-broadcast donors...

25


Satisfaction with Organization in Last Six Months…

(Mean score, 2+ gift donors)

3.8

3.5 3.5

3.73.9

4.1

3.7

3.1 3.23.1

0

1

2

3

4

5

Informing me how my money isspent

Not asking for support toooften

Giving me opportunities tosupport [them] in non-financial

ways

Offering me some choice inthe communications I receive

Demonstrating they care aboutmy needs

Broadcast (n~1050)

Non-Broadcast (n~330)

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Broadcast ministries tend to do better in most critical service quality areas than non-broadcast ministries. The mean scores are generally higher, and where non-broadcast ministries actually do better, the gap between the two score types is less.

This means that broadcast ministries do better at serving their donors’ needs, and as a result are likely to experience higher donor renewal, stronger lifetime donor value and lower attrition.

Notes on Study Methodology

28

Methodology

Findings are based on the results of multiple surveys conducted by Campbell Rinker on its own and in collaboration with ministry development specialists BBS and Associates.

Results were collected, by phone and online, among thousands of multi-gift donors to broadcast and non-broadcast ministries over the past several years.

Surveys revealed the name of the organization so the donor could respond appropriately, and ministries typically supplied the donor names for contact.

The mean age for broadcast ministry donors in this meta-analysis was 54, compared with a mean age 67 for non-broadcast donors.

Q & A

Presentation available for download at CampbellRinker.com

Check CampbellRinker.com for updates and new releases from the DonorPulse Study and Donor Confidence Report

Honing Your Fundraising Message

nrb research symposium - dirk rinker

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