Brilliant Donor Care_Presented by Christiana Stergiou_August 2008

Pareto Presents…Pareto Presents…

Brilliant donor careBrilliant donor careBrilliant donor careBrilliant donor care

[email protected]@paretofundraising.com

a et f d ai ia et f d ai iwww.paretofundraising.comwww.paretofundraising.com

© Pareto Fundraising 2008

Christiana StergiouChristiana Stergiou


Thank you…Thank you…


1 What is donor care?

1.The Big Picture

1. What is donor care?

2. Why is it so important

3 Pillars of donor care2.Why major donor programs usually fail

3. Pillars of donor care

4. Brilliant donor care in actiony

3.Identifying4.Communicating5.Asking6. More communicating




1.The Big Picture


2. Why is it so important?






Overall Fundraising StrategyOverall Fundraising Strategy

GovernmentGovernment

Trusts & Trusts & foundationsfoundations

ConsiderConsider

Corporate &Corporate &EventsEvents

ConsiderConsider

Associations, Associations, groupsgroups

Individuals Individuals –– Long term Long term growthgrowth

EventsEvents groupsgroups

gg

Bequests / Bequests / LegaciesLegacies

Major DonorsMajor Donors Regular GivingRegular GivingLegaciesLegacies

The Giving ConstituencyThe Giving ConstituencyThe Giving ConstituencyThe Giving Constituency


Long term growthLong term growth

Individual giving is currently the ONLY long term solution for strategic growthsolution for strategic growth

Donor

Individuals Individuals ––care

Regular

Long term Long term growthgrowth

Bequests gGiving

Major DonorsMajor DonorsDonorsDonors


Donor Care or...Donor Care or...

• StewardshipSte a ds p

• Customer Care

• Relationship Fundraising

• Donor Centred Fundraising

• Supporter Relationship

Managment (SRM)Managment (SRM)

• Anything else?


“Relationship fundraising is an “Relationship fundraising is an h t th k ti f h t th k ti f approach to the marketing of a cause approach to the marketing of a cause

which centres not around raising which centres not around raising b t d v l i t it f ll b t d v l i t it f ll money but on developing to its full money but on developing to its full

potential the unique and special potential the unique and special elati hi bet ee a ha it a d elati hi bet ee a ha it a d relationship between a charity and relationship between a charity and

it’s supporterit’s supporter”

Ken Burnett (1992)www.whitelionpress.com



1.The Big Picture








“ h i l b h h i l b h “There is only one boss. The There is only one boss. The customer. And he can fire customer. And he can fire everybody in the company from everybody in the company from the chairman down, simply by the chairman down, simply by p y yp y yspending his money somewhere spending his money somewhere else ”else ”else.else.

Sam Walton (WalMart)


Objectives of donor careObjectives of donor care

• To get people toTo get people to HELP YOUK d l• Keep donors longer

• Increase their donations• Turn donors into

partnerspartners


From prospect to partnerFrom prospect to partner

PartnerAdvocate

SupporterSupporter

ClientCustomer

DissatisfiedTerrorist

Thanks to Moira ClarkHenley Management College


It’s importantIt’s important

Because research tells us:

It ill kIt will make a difference to our bottom line


Calculating attritionCalculating attrition

Y 1 10 000 dYear 1 = 10,000 donorsYear 2 = 8,000 donors give again

Attrition = 10 000-8 000/10 000Attrition 10,000 8,000/10,000Attrition = 20%



It’s important..It’s important..

Because research tells us:

It’s what donors want


So what do our donors want?So what do our donors want?

U d t d V l R bUnderstand me

Value me

Remember me

Why do customers defect?Why do customers defect?

Death 1% Lower price elsewhere

9%

Relocation 3% Unsatisfactory complaint

14%complaint handling

fWon by Competitor

5% Lack of interest from supplier

68%


Reasons for Reasons for quittingquitting

• No longer able to afford supportg pp• No memory of ever supporting• Still supporting by other means

F li th t th d i• Feeling that other causes are more deserving• X no longer needs my support• RelocatedRelocated• Not reminded to give again• X did not inform me how my monies were used• Xs communications were inappropriate• X asked for inappropriate sums


How easy is it to be bad?How easy is it to be bad?


Mystery ShoppingMystery Shopping

Our investigationsOur investigationsOur investigations Our investigations tell ustell us donors and donors and

ttprospects are prospects are being ignored.being ignored.


What we learntWhat we learnt

•• Poor response times/no Poor response times/no responseresponse

INVESTIGATION

responseresponse

•• Failure to deliver on Failure to deliver on promisespromises

INVESTIGATION REPORT

•• Failure to say thank youFailure to say thank you

•• Lack of selfLack of self--promotionpromotionpp

•• Inefficient processing Inefficient processing systemssystems

•• Not listening to supportersNot listening to supporters


Thanked for offer of regular giftThanked for offer of regular gift

%%Hong KongHong Kong

87%87%New ZealandNew Zealand

44%44%AustraliaAustralia

7 %7 %UKUK

72%72% 87%87%44%44%70%70%


Regular gift successfully set upRegular gift successfully set up


7%7%New ZealandNew Zealand


%%UKUK

78%78% 67%67%70%70%65%65%


Thanked for offer of bequestThanked for offer of bequest


%%New ZealandNew Zealand


87%87% 56%56%50%50%


Complaint was resolvedComplaint was resolved


8 %8 %New ZealandNew Zealand


29%29% 83%83%77%77%


’’Let’s look at a Let’s look at a response toresponse toresponse to response to our donationour donation



1.The Big Picture








How to get people to help youHow to get people to help you

Tell the truth• Tell the truth• Be earnest• Apologise when you screw up• Focus on others, not yourself, y

Source: You TubeRandy Pausch Last Lecture: Achieving Your Childhood Dreams


What’s the difference?What’s the difference?

We appreciate your support.

Thank you for your supportThank you for your support.


What makes great donor care?What makes great donor care?

Fast and efficientresponse times

Thanking

Donor and beneficiaryKnowledge beneficiary

centredcommunications

Keeping promises andPassion


Pillars of successful SRMPillars of successful SRMInspired by Moira ClarkInspired by Moira ClarkHenley Management College

Data Data Strategy Strategy People & culture People & culture


DataData

Store supporter information in a way thatinformation in a way that makes it easy to access, use and analyze

Collect and use information about your supporters to personalise

i tiyour communications


StrategyStrategy

• Get donors• Keep donors• Grow donors• Grow donors


Jan Feb Mar Apr May Jun Jul Aug Sep

Cash SV and HV

Donor Care 14 Jan

Survey 19 Feb

RG Convers'n 25 Mar

Tax Appeal 6 May

Tax Chasers

29-May & 16 Jun

Donor Care and

EOYR 24 Jul

Spring Appeal 18 Sepand HV 14‐Jan 19-Feb 25-Mar 6‐May 16-Jun 24-Jul 18‐Sep

C h S

Tel RG Conversio

HV TM Annual RG and Cash Test: $15KCash SV

and HV

Conversion

$15K Budget

Cash Lapsed

Donor Care Survey

RG Convers'n

Tax Appeal

Tax Chasers

Spring Appeal

RG Active Donor Tel Tax Tax Donor

Care and Tel Spring (Non F2F) Care Survey Upgrades Appeal Chasers EOYR Upgrades Appeal

RG Lapsed (Non F2F) Survey

Tax Appeal

Donor Care and

EOYRSpring Appeal

RG Active Donor Tel Donor

Care and Tel (F2F) Care Upgrades EOYR Upgrades

RG Lapsed (F2F)

Donor Care and

EOYRRG Rolling DeclinedDeclined and Reactivation To be run quarterly ‐ Comes out of $185K Existing RG Budget

Bequest Leads Total Budget $37K including fees as per PP budget


LeadsMerchandisors Survey

Total Budget $37K including fees, as per PP budget

• Comms plan Ask

ThankThank

CareAsk


CCApply the Pareto Apply the Pareto Principle Principle

Concentrate your Concentrate your limited resources limited resources on high yield on high yield activitiesactivities

Key indicator is Key indicator is previous givingprevious givingp g gp g g


People & CulturePeople & Culture

F t i ti l• Foster an organisational culture committed to customer care

• Well trained & appropriate• Well trained & appropriate staff

• Sufficient budget & time


What did Johnny just teach us?just teach us?

Source:The Simple Truths of Service © Pareto Fundraising 2008


1.The Big Picture








Different types of Different types of communicationscommunicationscommunicationscommunications


Donor care when Donor care when asking for a donation!asking for a donation!


The regular gift you already send is helping us have a real impact on the health of your loved ones A further donation from you today willthe health of your loved ones. A further donation from you today will not only help us raise awareness....


Thanking for Thanking for donationsdonations


Heart FoundationHeart FoundationHi Jen,

When I was first asked by the heart foundation last year to speak about y y pmy mother (for a previous fundraiser), I just thought that there was no way I was going to be telling such a personal story to people I didn't know. I never spoke about it and even some of my friends didn't know about my family because I didn't want the sympathy I realised what a selfish family because I didn t want the sympathy. I realised what a selfish reaction that was & thought if telling my mum's story could potentially save even one woman's life then surely it was time I opened up. I owed my mum that.

Your opening line (no.1 of the appeal copy deck version) brought tears to my eyes & I feel quite humbled that such a beautiful womans passing is now being used to create awareness of women and heart disease & for that I being used to create awareness of women and heart disease & for that, I thank-you for what you have written..

Looking forward to seeing the final version. I think its fabulous that the W H t H lth F d h b t bli h d! I' it d t b Womans Heart Health Fund has been established! I'm quite proud to be a part of it.




Dear Mr Henry

Thank you so very much for your lovely informative letter, I just love getting them and also k i th t h l littl j t t d t th kknowing that I help a little. I just wanted to say thank you.

The last time you asked for $25 I did not have it, but promised to pay you $10 on the 1st of every month. Please find enclosed a cheque. I am on a pension and it is very hard to manage things on it, b t ill l d b t f t b di $ th it d t but I will always do my best for you. Just because I am sending $10 per month it does not mean I will not send more when it is needed. Please continue to let me know when you are in need and I will do my very best to help you.

b l t l th ill d th t ll th k d ff t d h t i t th K t P t l I am absolutely thrilled that all the work and effort and money you have put into the Kyoto Protocol has finally paid off. Australia is now on board. You have done wonderful work and I really do appreciate it all.

li ht d t h f th t h l d d $ illi t b b k t d f lDelighted to hear of the Government has pledged $50 million to buy back water. Wonderful! I wish you all the success in the world in preventing the building of the Traveston Crossing Dam. One way or another it must be stopped. Any help you need on this score please do let me know. It must not go ahead.

You are doing wonderful things and I am honoured to play a small part in it all. Keep up the good work and God bless you.

Pa la


Pamela

P.S Please excuse writing, I am a very bad arthritic

What’s a What’s a

Donor Care Letter?Donor Care Letter?


Donor Care Donor Care lettersletters

F Hi h V l d• Focus on High Value donors• Extremely variable heavy • Confirm previous donations were

correct decisions for the donor to make• Beyond a thank you letter • Sees the donor as partner• Sees the donor as partner


Where do supporter Where do supporter surveys fit into this?surveys fit into this?


M dMore modern surveys please



3. Do you know more about the terrible effects of

Thank you so much for your help

cardiovascular disease now then you did 10 years ago?

Yes, I know more about the effects of di l di th I did 10cardiovascular disease now than I did 10 years ago

No, I don’t know more about the effects of cardiovascular disease thank I did 10 years ago

4. It’s important to understand how many of our supporters have been touched by cardiovascular disease so that we can promote out support and research programs effectively Have you ever beenresearch programs effectively. Have you ever been affected by cardiovascular disease?

Yes

No


.

.


.

.


5. If yes, who was affected?(You can select more than one)

Myself Parent

Partner Son or daughterPartner Son or daughter

Friend Grandparent

Grandchild Work colleague

Other (Please specify)Other (Please specify)

The Heart Foundation has an In-hour book which honours the memory of our supporters’ loved ones who lost their lives to cardiovascular disease.If you would like your loved one’s names included in this book please list their name below.

Name of loved one:Name of loved one:

Date of passing away: (mm/yyyy)


ss



Donor Care when a Donor Care when a donor refuses to donor refuses to

do ate?do ate?donate?donate?



Tricky situations?Tricky situations?yy


What to do when you don’t have the answersanswers


Thank you so much for your enquiry about leaving a gift to Greenpeace China in your will. Firstly, I must apologise for my belated reply but to my knowledge, you are the first person in Hong Kong to enquire about supporting Greenpeace’s work in China with a bequest and it took me a little time to research the options for you. We do not c rrentl ha e a Greenpeace China beq est programme b tWe do not currently have a Greenpeace China bequest programme, but some of the other offices in the Greenpeace global network do, so it is not new to us. It is a key objective to develop such a programme for Greenpeace inIt is a key objective to develop such a programme for Greenpeace in China in 2008. Your enquiry has prompted us to kick-start the programme now, so you are a true ‘groundbreaker’.


Creative and Creative and effective...effective...



Concluding with the Concluding with the Doggies...Doggies...


Donor Care SuperstarsDonor Care Superstars





Loyal and generousLoyal and generous


The Lost Dogs’ Home successThe Lost Dogs’ Home success

1500

1800

Rs. 400,000,000

Rs. 450,000,000 Bequest income

DM

1200

1500

Rs. 300,000,000

Rs. 350,000,000 DM

Bequest pledgers

600

900

Rs 150 000 000

Rs. 200,000,000

Rs. 250,000,000

300

600

Rs. 50,000,000

Rs. 100,000,000

Rs. 150,000,000

0Rs. -

, ,



1.The Big Picture








Useful ResourcesUseful Resources

• Jonathon Grapsaswww sofii org & www jonathongrapsas blogspot comwww.sofii.org & www.jonathongrapsas.blogspot.com

• Ken BurnettRelationship Fundraisingwww.whitelionpress.com

• Dan and Chip HeathMade to StickMade to Stick

• Centre for Customer Managementwww.henleymc.ac.uk

• Penelope BurkDonor-Centered Fundraising


Thank youThank you

[email protected]

Also checkout:www.seantriner.blogspot.com


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Brilliant Donor Care_Presented by Christiana Stergiou_August 2008