Donor led journeys a.k.a. ‘How to make relationship fundraising work for you and your donors’

“52% of donors who give regularly to charity by standing order or direct debit say they feel “pressurised” into increasing their donations by fundraisers” Source: BBC Radio 4 poll

Donor assumes this is another of these

Revenue Number of Asks Really lousy ROI How we operate Reality

Day 1… Net Revenue 20% increase in net, 50% less volume

What about the young, trendy, sexy, ‘new’ donor?

£83,000 more for every 1,000 donors = Source: National UK Study You have enormous untapped value on your database right now…

The way in which two or more people or things are connected, or the state of being connected: 1. The state of being connected by blood or marriage: they can trace their relationship to a common ancestor 2. The way in which two or more people or groups regard and behave towards each other: she was proud of her good relationship with the staff 3. An emotional and sexual association between two people: she has a daughter from a previous relationship

Personal connection? You do good work? I want to feel ‘warm glow’? I want to pay it forward? I want to assuage my guilt? I am benevolent? I am appreciative?

“I feel blessed that I’ve never needed your support. But I think what you’re doing is fantastic for those who do, so I’m really happy to help when I can”. “My cousin lost her husband just before the millennium. It was awful for her, but I know how grateful she was to the nurse who came and cared for them” “I value the support you gave my mother when she was terminally ill in As a result, I donate!”

Message Matched Identity Message Did Not Match Identity 33% increase

Experiences from/with organisation = how we feel = behavior = relationship strength Transactional variables = good/loyal donor These are both outcomes, there is no cause and effect. These are both outcomes, there is no cause and effect. These are not outcomes, they are means and you directly control experiences How do you manage this?

Commitment to organisation Functional connection Personal connection BehaviorBehavior Experiences and touchpoints

1.What percentage of donors have a direct connection to the cause and how much of their LTV is a function of this connection? 2.What part of LTV is driven by marketing, comms and donor experience having nothing to do with connection to cause? 3.What financial value, if any, should be assigned to, o Magazine? o newsletter? o Annual Members Day? o Taking an action? o Volunteering? o Research reports 4.Which policy areas really drive giving and does the answer differ across the file? 5.Does being a “member” versus a “donor” have any financial value? 6.What value does the services side of the business have on financial support?

23 Who cares?

Does this toilet really care more about its ‘donors’ than you do about yours?!

You can get some of this improvement simply by making it easier to complain but never fixing anything! Retention Rate Why bother with donor feedback? How tackle this? Click here.Click here

And what if they are some of your best donors…? IdentityTotal GivingCommitment Score Direct Beneficiary£ Indirect Beneficiary£ No Connection£ IdentityTotal GivingCommitment Score Direct Beneficiary£ Indirect Beneficiary£ No Connection£ Did not mention “over-soliciting” in feedback Your “Complainers”

High Commitment Good Experience High Commitment Poor Experience Low Commitment Good Experience Low Commitment Poor Experience

Your Pain Point Ask newly recruited F2F donor: 1)Overall satisfaction with street fundraising experience 2)Any suggestions to improve experience 3)Likelihood to continue their support Ask newly recruited F2F donor: 1)Overall satisfaction with street fundraising experience 2)Any suggestions to improve experience 3)Likelihood to continue their support 3. Tailored follow up based on feedback. 1)Responsive tied to feedback 2)Case management reporting sent to supporter services daily 3)Highly responsive human follow up costing £3 to £5 to save the £100 you spent to acquire and the lifetime of giving 4)For good experiences, ask for upgrade Tailored follow up based on feedback. 1)Responsive tied to feedback 2)Case management reporting sent to supporter services daily 3)Highly responsive human follow up costing £3 to £5 to save the £100 you spent to acquire and the lifetime of giving 4)For good experiences, ask for upgrade 4. Servicing the F2F recruit

1.Significant pain point 2.Causes low satisfaction 3.Easily fixable 4.Not knowable without doing experience management 1.Significant pain point 2.Causes low satisfaction 3.Easily fixable 4.Not knowable without doing experience management

Thank you for your interest and time today Charlie Hulme