DMA New York Aug 4-5 "The Heart of the Donor's Experience"

The HEART of theDonors Experience

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Marla Davidson, Vice President TechnologyThe Arthritis Foundation

Kent Grove, Director of Client EngagementThe Merkle Response Management Group

Tanya Hirsch, Client Marketing ManagerFineLine Solutions

Jay Hollister, Manager of Donor ExperienceCanadian Red Cross

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“The customer perception is your reality”.

THE FACTS

1)   86% will pay more for a better customer experience.  Only 1% of customers feel that organizations consistently meet their expectations.

2)    40% of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customer experience.

3)    89% of people began doing business with a competitor following a poor customer experience. 

4)    Customer power is now. 73% of people trust recommendations from friends and family, while only 19% trust recommendations from organizations. 

“The Customer Experience is a combination of everything you do, or do

not do, that underpins any interaction with a customer or potential customer”

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“A Donor Experience is an interaction between an organization and a customer. It is a blend of an

organization’s physical and virtual performance, the senses stimulated and emotions evoked, each

intuitively measured against customer expectations across all moments of contacts”

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Make It Easy

AddValue

Give meChoice

Know Me

Data is the cornerstone

Transactions into

Relationships

Organizational Alignment

Planned Engagement Experiences

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Marla Davidson VP Technology

The Arthritis Foundation

What would we do if we knew our donors?

Jessica Smith1x Donor

Jessica Smith1x Donor – Gives every year

Rheumatoid arthritisInterested in the latest research

Lifestyle includes Arthritis friendly exerciseHas recently moved

Active at local community center

Would we “engage” differently?

Thank Her for her support and

celebrate her new home

Educate her on tools to enhance

her lifestyle

Update her on latest RA

research, inviting her to advocate

for further research

Invite her to participate in

exercise programs

Encourage Jessica to share her progress and

stories to help others live with

Arthritis

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Use Best of Breed systems on the front end to facilitate the customer experience – then integrate with the master database

Recognize that data might come in stages – as customers become invested in your organization – be prepared for “partial” but valuable data

Make it Easy (to collect data)!

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Data in silos, shoeboxes or other systems (including spreadsheets) is BAD news for your customer

Surface the data in places and processes that help build relationships

Listen to what your customers tell you and react accordingly

Know me (by ALL my data)!

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People tell you things expecting you to remember! So remember!

Provide content and opportunities based on information they provide or behaviors they exhibit

Generalize based on what you know about others in your database

Add Value (based on the data)!

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Technologies are not generational – expect all kinds of people using all kinds of access points

Staff need to be able to access the data “on the go”

Give me Choice (of technologies)!

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Your data must be centralized to be most effective

Use the data you collect to inform your activities (direct mail, call center, local contacts, etc.)

Allow the data to tell a story and guide next steps (with individuals and for the organization)

Be flexible and mobile

Major takeaways

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Kent Grove, Director of Client Engagement

The Merkle Response Management Group

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Backend analysis of comment mail should happen the minute the envelope is opened

Comment mail contains many opportunities to engage and enhance the donors experience

Specific letter text or immediate outbound calls can create a high touch donor experience. Driving retention, loyalty, additional gifts, etc… based on the micro data associated with comment mail.

Channel Memorable Moments- Comment Mail

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Do you test outbound thank you calls on specific segments?

A thank you call immediately after the gift is deposited will lift the secondary average gift by 58%

These programs are measurable, personalized, targeted, cost effective, and will give your organization an opportunity to build a greater connection with your donors on an emotional level.

Channel Memorable Moments- Outbound Thank You Calls

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Does your non-profit analyze stamped BRE’s?

Stamped BRE’s can indicate that the donor is intelligent and knows in advance that your organization will receive the postage cost back because the donor’s has applied a stamp over pre-paid postage. This data is beneficial for marketing to these donors on the front end and the back end acknowledgement.

Non-Profits who analyze this micro data can specifically market to these donors by thanking them for using a stamp. Our data shows a 20% lift on a return gift by producing a tailored acknowledgment letter or a tailored message on the appeal.

These acknowledgment letters should be coded differently and with a second ask on the acknowledgment so you can track the results.

Channel Memorable Moments- Stamped BRE’s

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Tanya HirschClient Marketing Manager

FineLine Solutions

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When is the last time you put this much

planning into the Donors’ experience?

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DonationReceived

Donor is classified Into a marketing group

Donor Opts in to Emails

Donor receives 1 email every 72 hours

Donor receives 36 direct mail pieces per year

Any follow up donations are tracked by source code

Donor updates preferences

Donor renews next year

Acknowledgement sent

Donor becomes an active participant

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The current experienceWhat we send What a donor receivesUpfront, back end, heavy or light Premiums

Free gifts from us

Appeal, Renewal, or Lapsed mailings Mail from us requesting a donation

Conversion, upgrade, pre expiry, post expiry telemarketing calls

A call from us requesting a donation

Action alert, campaign update, victories, year end, renewal, petitions or

An email from us. Sometimes requesting a donation

DRTV 15, 30 or 60 second spot A commercial requesting a donation

Thank you call Thank you call

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Give me choices

Become channel agnostic

Same message across all

Personalized experience

Allow choice

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Assumptive Asks tailored to caller/donor types

Defined QA process aligned to organizational goals

Strategic Scripting aligned to data requirements

Front of the line service for key segments

Detailed notes and contact type categorization

Planning the experience

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First time donor

Recently moved or changed name

Lapsed donors

Donor complaints

Donors to multiple programs at one time

At Risk Donors (member type)

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Welcome message – packet to follow in mail

Gather communication preferences – customization

Determine programs/campaigns of interest – targeted messaging

30 days in – Phone call, Monthly program invitation

6 months in – Update on impact we have made because of them

1 year Anniversary – Thank you call and celebration of milestone

First Time Donor planning

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Moment Mapping – Outside In

Renew donor and step up

MarketingMessages

customized to their

preferences

Categorize donor based on

preferences

Engage and Inform on issues related to their

actions

Recruit Member for

long term relationship

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Go beyond traditional gift metrics and move into a world of Net Promoter Scores and Donor Surveys

1) Was I fully able to resolve your reason for calling today?

2) One a scale of 1-10 how likely would you be to refer your friends and family to name of our organization? For anyone who answered the question with a rating of 7 or

less they are asked for 3 things we can do to bring their rating closer to a 10

Measuring your progress

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Jay HollisterManager Donor Experience

Canadian Red Cross

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“What you permit, you promote”.

THE SITUATION IN 2014

1)   Leadership understood that there was a problem but not what that problem was

2)    Barriers to change rose higher than the desire to implement that necessary change

3)    The wrong people doing the wrong things were producing very poor results

4)    The accepted wisdom inside the organization was that the Donor Relations team was a significant source of churn and donor frustration

This was the phrase that started the “Revolution”

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Listening and reviewing donor interactions

Interviews with staff, vendors, donors, industry experts

Benchmarking Survey with Service Quality Management (SQM)

Assessing the Situation

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Comparing ourselves to service organizations in the financial services, telco, retail, government and hospitality verticals

Feedback directly from donors to track their satisfaction, resolution of their issue and their impression of their experience

Donor Satisfaction Survey

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4th quartile across the board

Very negative impression of our team

Donors gave us direct, detailed feedback

Our brand, recognized the world over, DID NOT MATTER

Donors demanded that we do better

The results were in...

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Our assessment gave us: THE MISSION

“To put the donor at the center of everything we do.”

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THE VISION

“To be as good as or better than the best-in-class service organizations, regardless of industry.”

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Our Focus

Structure

People

Process

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How’d we do it?

Benchmark survey told us what donors

really thought about us

Filter out the “waste” from every process

Build a donor-centric

model for service delivery

Create our compelling dashboard

Execute and adapt to new

realities

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Our Old Structure

Red Cross Donor

Relations

Emails

Call Backs

Red Cross Finance Team Imports

Vendor2 Outbound Calling

Vendor1 Letter Printing

Vendor3 Inbound Calls

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Our New Structure

CRC Donor Experience

Inbound Calls

New Donor Imports

Outbound Reactivation CallsLetter Printing

Email Handling

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Our OTG fundraising doubled year over year

Call Centre monthly donor segment increased by 40% in one year

Donor Satisfaction moved from the 4th to the 2nd quartile, putting us in the realm of big North American brands

The organizational “noise” about the Donor Relations team went away...

What happened?

40YEAR AHEAD 4

0June 02, 2015

OTG $$ 2013/2014 2014/2015 Difference

November $27,211 $40,983 $13,722

December $114,787 238997.75 $124,211

January $8,333 $22,547 $14,213

February $4,807 $13,575 $8,768

March $13,888 $20,660 $6,772

Total $169,026 $336,763 $167,868

We gave the dedicated team aggressive fundraising goals

**Value of Call Centre monthly gifts increased by 40% from April 2014 to March 2015

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Year Call Centre Satisfaction

CSR Satisfaction

Was your call resolved?

First Call Resolution

World Class Calls

Avg # of Calls to Resolve

Action Alert Calls

CP Score

2014 67% 73% 78% 68% 58% 1.39 8% 56%

2015 74% 77% 88% 74% 67% 1.34 5% 67%

Improvement +7% +4% +10% +6% +9% +4% +3% +11%

What do donors think?

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Call Centre Satisfaction = the entire experience from beginning to end CSR Satisfaction = how satisfied are you with that specific representative Call Resolved = was the reason for your call resolved on this call First Call Resolved = was your issue resolved on your first and only call made World Class Calls = based on a series of criteria, how do we compare Avg # of Calls to resolve = how many calls placed to fix an issue Action Alert calls = based on the interaction, what % of donors had poor experiences CP Score = Customer Protection/ Net Promoter Score (how likely to recommend us)

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Thank you

Lets keep the conversation goingLinkedIn Group:

HEART-YOUR-DONORS-EXPERIENCE

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Thank you

Marla DavidsonVP TechnologyThe Arthritis Foundationmdavidson@arthritis.org

Kent GroveDirector of Client EngagementMerkle Response Management GroupKgrove@Merkleinc.com

Tanya HirschClient Marketing ManagerFIneLine Solutionsthirsch@finelinesolutions.com

Jay HollisterManager, Donor ExperienceCanadian Red CrossJay.Hollister@redcross.ca

Jocelyn ChipmanChief Operating Officer

FineLine Solutionsjchipman@finelinesolutions.com