the systems and strategies behind donor motivation
DESCRIPTION
The systems and strategies behind donor motivation. Talk given at Blackbaud networking event.TRANSCRIPT
04/10/2023 Footer 1
BLACKBAUD INFORMAL NETWORKING EVENT
The systems and strategies behind donor journeys
Tuesday 27 November 2012
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AZADI SHERIDAN
Welcome
Product Manager, Blackbaud
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PROGRAMME FOR THE EVENING
18.30 Programme begins
Insights from Michelle de Souza
Insights from Dawn Varley
19.20 Q&A and discussion
19.50 More networking
20.30 Event finish
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DONOR PERSPECTIVES: HOW MANY SEPARATE CHARITIES HAVE YOU MADE DONATIONS TO?
• 88% of respondents made one-off donations in past 12 months• 61% made regular donations to one or more charities in past 12
months
0 1 2 3 4 5+0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
One-Off Dona-tions
Regular Donations
# of Charities Supported
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WHAT DROVE DECISION TO MAKE ONE-OFF DONATION?
• 34% of respondents were most likely to make their last one-off donation through sponsoring a friend or colleague in an event
• 28% were solicited in-person (on the street, shopping center, supermarket)
Sponsoring friends in events 34.0%In-person solicitation (street, supermarket) 28.0%Personal circumstance - affected by an illness or issue 19.0%Believe in cause 15.0%Personal participation in an event 9.0%TV ad/program 9.0%Receiving a direct mail piece 7.0%From following a charity on social media 6.0%Receiving an email newsletter 5.0%Seeing a celebrity endorsement 4.0%
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• UK respondents were most likely to report that nothing would compel them to become a regular donor to organizations they currently make one-off donations to.
WHAT WOULD COMPEL YOU TO BECOME A REGULAR DONOR?
Incentives (Invitations to events/galas, drawings)
Personal affiliation with organization
Other
Personal experience or affliction
Already a regular donor
Prefer one-off donations/supporting many charities
Don't know
Passion about organization's mission
Proving impact/info on use of funds
Nothing
Improvement in finances
0% 5% 10% 15% 20% 25% 30% 35%
Drivers to Become a Regular Donor
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Supporter
motivation
THE START OF THE JOURNEY
Charity produc
t
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“People don’t know what they want until
you show it to them”
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Supporter
Motivation
THE RELATIONSHIP WITH A LARGER ORG
Charity
Warm Cash Appe
al
E Cam-paign
s Cam-paign
s
Work-place
EventsCom
munity
Merchandi
se
Regular
Giving
Major Givin
g
Volun-
teering
Silo Ask
Silo Ask
Silo Ask
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VS
Legator
Major Donor
High Value
Member/ Recurring
Donor
Social Media engaged
Member of Public
Influencer – social media, political, other
VolunteerAsker
Year Reunion OrganiserAdvisory Committees
Event fundraiserDifferent kind of patrons
Article writing
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Supporter
motivation
THE VIRTOUS RELATIONSHIP
Charity
Warm Cash Appe
al
Social Medi
aCam-paign
s
Work-place
EventsCom
munity
Merchandi
se
Regular
Giving
Major Givin
g
Volun-
teering
Next year
Now
Also next year
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MOTIVATION FACTORS “People don’t know what they want until
you show it to them”
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GREAT SUPPORTER JOURNEY?
Translate the chaos of many
motivations into their best long
term relationship
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• State of the NFP Industry:• http://
www.blackbaud.co.uk/files/bbe/SONI/SONI2012_report.pdf
• Blackbaud Industry Research:• https://
www.blackbaud.com/nonprofit-resources/industry-research.aspx
• Supporter Journey book and more:• https://
www.blackbaud.com/desktopreference
• Insights from Michelle de Souza• Insights from Dawn Varley
LEARN MORE
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MICHELLE DE SOUZAHead of Customer Relationship Marketing and Group Database, AgeUK
Point 1
Mythical
Imaginary
Fairy tale
Legendary
What do you think they want?
What will you actually send them?
The customer experience fairies
Point 2
Is everyone in agreement with what constitutes the ideal Supporter /Customer Journey ?
Point 3
The Age UK way !
Point 4
Benefits versus the down-side of embracing this methodology
Discuss
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DAWN VARLEYDirector of Marketing and Fundraising, League Against Cruel Sports
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Dawn Varley - Director of Marketing & Fundraising
Halifax Building Society – Customer Services
The Vegetarian Society – Admin/Senior Admin/Membership Officer
WaterAid – Database Manager
Ethical Consumer – Office Manager
Christian Aid – Data Development Officer
Oxfam – Charity Shop Manager (!)
Purple Vision - Consultant
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Why does my journey matter in terms of a ‘supporter journey’?
It’s made me the relationship fundraising, data-based geek that I am
(All essential components for someone embarking on a supporter journey programme)
And you can be one too!
Here’s how…
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To build a supporter journey you need…knowledge.
This means you know• Who you are & what you want to do, eg WaterAid – safe water and
sanitation to the developing world• Your audiences – who is likely to be interested in your cause• Your supporters – how do audiences translate into supporters?• Your products – what do you have to offer to supporters• Your systems – what you have to make all this come together• Your people – supporter journeys don’t build themselves, and are
never sustainably built in silos.
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With that knowledge you build your Supporter Journey…
…and the key thing to bear in mind is you are wanting to grow Joe Public from a casual browser of your wares to a fully fledged VIP Club member.
So how do I do that a my new job?
How do I put my own theory into practice?
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Current Situation• 88 years campaigning on one main issue – hunting• Perception that our work is done – Hunting Act 2004• Heavily reliant on legacy income• Ageing database (see above!)• Primary aim is to campaign – action before money
Need to translate this into:• Varied message to sell to the public – cruel SPORTS not sport!• Easily packaged campaigns – RG products for sustainable income
streams• Robust case for support – don’t just campaign, GIVE.• Relationship fundraising – show impact, give thanks
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In short I need to…
…turn heartland campaigners into heartland supporters. A well thought out and executed supporter journey can help you do that.
And as a bonus, analysing the supporter journey can help you refine it going forward, and provide valuable insight into who your supporters are, what they want – and how you can find more.
BUT none of this is possible without data, fundraising and communication products, supporting systems and engaged staff. All working to a wider fundraising strategy.
Thank You [email protected] @nfpdawnv
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Q&A
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NEXT STEPS
• Complete the feedback survey that will be emailed to you post event to receive a copy of these slides.
• Keep discussing and networking
• We invite you to get in touch if you need help perfecting your donor journeys.
Phone: 0207 921 9600
Email: [email protected]
Website: www.blackbaud.co.uk