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Show the #DonorLove Fresh Ideas to Appreciate, Thank and Retain Your Donors
Erica Faulkenberry, Sustaining Member Manager KUT and KUTX
Jocelyn Orr, Sustainer Program Manager, OPB
Michelle Hanson, Account Representative, Classy
August 12, 2016
Erica Faulkenberry - KUT & KUTX
Show The #DonorLove
Why go above and beyond?
• Members increasingly expect it • Anticipate the future media landscape
and build loyalty now • As George R.R. Martin says, “Words are
wind”
Where should you start?• Review (and track!) member feedback • Move beyond typical membership metrics:
•What other sources of data do you have that you aren’t utilizing?
• Wider departmental or station goals
Attitude of Gratitude • Respond to everyone • Stay agile: Any process that requires work on behalf
of the member is never “done” •Can it be clearer, faster, easier or personalized?
• Make communication fun, useful and tailored to their interests
Respond to everyoneWhen a donor calls or emails, it may be the only personal experience they will have.
Let’s make the best impression possible.
During high volume periods an auto-response with FAQs works wonderfully as a stop gap.
Stay Agile•Low participation, high feedback or help requests?
•Ask for details, check completion times, monitor CTR vs follow through
• Clarify Verbiage → Tweak System → Redesign • Examples:
•Online membership management •Thank-you gift survey redesign •Credit card recaptures
Define the Problem
Background Research & Inspiration Mining
Establish Realistic Goals and Expectations
Member/Listener Feedback
Brainstorm and Choose Method
Track Results, Reflect, Make Changes As Needed
Develop, Test and Implement
Working?
Minor Tweaks
Wider Station and Department Goals
Pull in best practices from successful projects
Online Membership Management• Rethinking our approach helped us successfully transition into a new system • Problems:
•Members who signed up weren’t using it •Confusion regarding account creation
• Fix: • Created an online FAQ page • Adjusted instructions and verbiage within emails and the login portal & linked to FAQ
•Success! 50% of updates now through OPI
Recapture: Emails• Pipe in personal information
•Last 4 digits •Card type •Expiration Date •Monthly giving amount
• Our members are frequently curious why a card was declined •Provide common reasons •Mention recent high-profile breaches or segment your list (i.e. Costco)
Recapture: Calls• Originally performed by full-time membership staff
• Sustainer growth → Outsourced
• The calling service worked numbers-wise, but our members were frequently unhappy. Other issues:
•List-lag •Members wanted to know account details the service couldn't access
Recapture: Calls
•Solution: Hired part-time staff member
•Increased rapport, better customer service, and our recapture rate is up ~ 10%
Sustainer Thank-you Gift Survey• Spring 2014
• 8,000 Sustainers → 80-120 emails per day during the pledge drive. • Fall 2014
• New survey using Qualtrics → response rate marginally higher, emails per day unchanged
• Spring 2015 to Spring 2016 •10,000 → 15,000 Sustainers •High response rate, 20-40 emails per day
Sustainer Thank-you Gift Survey• What changed? • Minimal learning curve → simple and mobile-responsive • We took member feedback and made adjustments
•Piped in their address and membership information. •Clarified instructions, and included photos of all thank-you gift options within the survey
•Bonus: Reduced post-drive emails
Make communication fun, useful and tailored to their interests
• Thoughtfully designed and mobile friendly •Track the links that work → What can you learn? •Adapt to your audience and give them more of what they like. •Personalize whenever possible → Don’t make them dig through old emails, records or search your site
2013 to mid-2014 20-25% Open Rate 1-3% CTR
Mid-2014 to now 40-45% Open Rate 3-6% CTR
Sustainer Newsletter
Highest performing email to a list over 10k
60% Open Rate
9.2% CTR
Whoopee Cushion Email
Other Ways of Measuring Success
Links● Mailchimp’s Email
Marketing Field Guide
● 2016 Email Benchmarks
● Recapture Report ● Email Metrics
Drive Retention with Member & Audience ServicesJocelyn Orr, Member Experience Manager – OPB
August 12, 2016
A Personal Touch for the Masses
Your most engaged members… one-on-one interactions
Opportunity to reinforce the positive… turn-around the negative
Drive Member Retention
Track
Report & Share
Leverage
We’re your canary.
Top Five Interactions for OPB Average per Month
1) Sustainer changing their payment method 257
2) Membership account update 239
3) General comment about content 187
4) New donation 155
5) Monthly TV guide not delivered 150
How do your audience and members think you’re doing?
How are you measuring success? 1) Time to 1st Response? 2) Time to Resolution? 3) Handle time?
Cases Created vs. Response Time in Days: Sept. 2014 Feb. 2016
0.0
3.0
6.0
9.0
12.0
0
1250
2500
3750
5000
Feb-‐16 Dec-‐15 Oct-‐15 Aug-‐15 Jun-‐15 Apr-‐15 Feb-‐15 Dec-‐14 Oct-‐14
Cases Created Average # of Days to First Response via Email
Report & Share
Leverage the Interactions
Collect & Correct Information: • Contact info: do you have their email
address?
• Think forward, what’s coming up for this member?
Leverage the Interactions
Fundraise: • Switch a sustainer from Charge Card to
Checking Account (EFT) • Increase monthly amount by a few $ • Become a sustainer • Become a member/renew membership
Leverage the Interactions
Promote & Connect: • Do you have specials coming up? Exciting
events to advertise? • Connect on a personal level with the
product they care about
Drive Member Retention
Track
Report & Share
Leverage
classy.org
Agenda
What is donor stewardship?
Why is donor stewardship important?
What Donors Expect From Nonprofits
How to Build a Donor Stewardship Plan
Key Stewardship Plan Elements
classy.org
• Building meaningful relationships with donors• Nonprofit’s equivalent of customer service• The goal is to solidify a donor’s support over
time
Donor Stewardship
classy.org
Financial• It’s expensive to acquire new donors• It can increase the lifetime value of
donors • A strong individual giving program is vital
to financial stability/sustainability
Time Brand & Reputation
Donor Stewardship
classy.org
• Thanked sincerely• Understand the impact of their
donation & the results of their gift • Make measurable change
Donor Stewardship
classy.org
• Prioritize• Be Strategic• Communicate• Thank • Segment• Get Creative• Delight
Donor Stewardship
classy.org
Transparency• Financial, impact, operational• Provide ReportAsk for Feedback
Donor Stewardship
Speaker Information• Erica Faulkenberry - KUT
Sustaining Member Manager512-475-6100, [email protected]
• Jocelyn Orr - OPBMember Experience [email protected] 503.445.1868
• Michelle Hanson - ClassyAccount Representative619-961-1892 [email protected]
Special thanks to our Platinum Sponsors: