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Bridget Brandt of Sage Nonprofit discusses how to build a loyalty program that engages, nutures relationships, and creates a world class donor experience.
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Creating Loyalty Through
Experience
#thebridgeconf www.customerexperience101.blogspot.com
Twitter: bridgetlbrandt
Bridget L. Brandt
Twitter:
#thebridgec
onf
About me
https://about.me/bridgetlbrandt
Twitter:
#thebridgec
onf
Sage, 30 years of experience
Over 32,000 Unique Not-For-Profit Customers in North America
6.1 Million Customers Worldwide
3rd largest ERP solution provider to businesses worldwide
The Sage Group, plc. (London: SGE.L)
thebridgeconf
Twitter:
#thebridgec
onf
Agenda
• Identify your current donor experience
• Evaluate your current donor experience
• Enhance your current donor experience
• Strategy & Planning
• Real World Tips and Techniques
(Yes, it is that simple.)
thebridgeconf
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#thebridgec
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Identify
Evaluate
Enhance
Real World Examples
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#thebridgec
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Treat customers like we would like to be treated
Program consists of many elements:
1. Series of e-mails and direct mails designed to help new
customers be successful.
2. Annual thank-you programs
3. ―Love Bombs‖
4. Making decisions that replicate how we would want to be
treated.
Results:
4X the revenue for customers in the program.
Our Program
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Real World Examples
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So…what is your experience like today?
Do you really know what
it is like to work with your
organization?
You should.
thebridgeconf
Identify
Evaluate
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Real World Examples
Twitter:
#thebridgec
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How to Identify & Evaluate Your Experience
1. Get more information
– Act like a donor/customer
– Get someone else to act like a donor
– Listen to your staff and volunteers
– Survey-See appendix for tips
– Research-Understand your current donors
2. Examine all of your touch points
3. Be honest when you evaluate yourself and don’t
punish people for that honesty.
4. Accept the truth
Identify
Evaluate
Enhance
Real World Examples
thebridgeconf
Twitter:
#thebridgec
onf
thebridgeconf
Identify
Evaluate
Enhance
Real World Examples
Twitter:
#thebridgec
onf
How to Enhance Your Donor Experience
1. Establish a plan after you understand the value of the base.
• What are you trying to solve for? Recurring gifts, new donors,
loyalty, etc…?
2. Consider a pilot – to provide proof of concept.
3. Review and Revise – Donors change, economy changes,
patterns change….review and revise your strategy.
thebridgeconf
Identify
Evaluate
Enhance
Real World Examples
Twitter:
#thebridgec
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Enhancing Experience in the Real World
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Identify
Evaluate
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Real World Examples
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Employees: 92% of loyal employees will go above and
beyond the call of duty**
**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf
Attitudes
1.Development opportunity
2.Employee focus
3.Job quality
4.Brand
5.Reputation
Experiences
1.Fairness at work
2.Care and concern
3.Trust in employees
4.Feelings of accomplishment
5.Satisfaction day-to-day
Top Five Drivers of Loyalty
Enhancing Experience in the Real World
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Real World Examples
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Volunteers: They are you.
Make sure they understand
they represent you & what
that means.
• Provide talking points, not
scripts
• Provide them with the tools they
need to share our story
• Be available, open, and honest
Enhancing Experience in the Real World
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Identify
Evaluate
Enhance
Real World Examples
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Enhancing Experience in the Real World
Mailings: Are your mailings making an impression?
• Be Interesting
• Think about ―What’s in it for me?‖
• Engage, do something that creates the need for participation
Social Media: What are you doing with it? What are your
donors doing with it?
• http://www.youtube.com/watch?v=5YGc4zOqozo
• http://www.youtube.com/watch?v=4-94JhLEiN0
• http://www.youtube.com/watch?v=LHGuofPUnLo
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Facebook Reveal Page Facebook Donation Widget
Identify
Evaluate
Enhance
Real World Examples
Enhancing Experience in the Real World
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Others doing this well:
http://www.facebook.com/Tortuga.Day.Spa.and.Salon
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Enhancing Experience in the Real World Identify
Evaluate
Enhance
Real World Examples
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Tips:
• Be interesting
• Use pictures
• Use Hootsuite
Want more info and stats:
http://favoritethingsforacause.wordpress.com/2011/06/04/ver
y-few-charities-are-taking-advantage-of-social-media-
fundraisers/
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Website: Does your website share your mission and bring
in donations? Is it Viral? Can it be Shared?*
– Tips:
• Only 43% of websites include a description of the nonprofit
organization’s goals and objectives
• Only 4% of nonprofit Web sites state on their home pages
how they use donations.
• In 17% of the sites people were unable to find where they
could make a donation.
• Make it easy to donate online—one click.
•Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/
•*Data provided by Internet research firm Nielsen Norman Group
Enhancing Experience in the Real World
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charitywater.org
Does it deliver?
1. Impact
2. Success
3. Details on org
4. Accountability
Best Practices—Progress Bar, Interesting Donation Page
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Things to remember: • Do what you say you are going to do!
―There’s a disconnect between what organizations
say and what they do.‖
• Enhancing experience is ―easy‖ think about what makes
working with your organization effortless and then make
it happen.
*The Customer Experience IQ (CEIQ) study,
conducted jointly by Vovici and CGA
Enhancing Experience in the Real World
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Real World Examples
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Thank-you!
Bridget L. Brandt
Director of Marketing, Nonprofit Solutions
Sage Business Solutions
12301 Research Blvd. Building IV, Suite 350
Austin, TX 78759
512-861-3039 [email protected]
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Added Value: Survey Tips
• Don’t over survey your customers
• Make a plan—how many people in your organization are surveying?
Centralize the process.
• Write a short questionnaire
• Use simple words
• Relax your grammar
• Assure a common understanding –Don’t use terms specific to your
organization
• Don't write leading question- You want honesty, to truly identify
• Don't make the list of choices too long
• Avoid difficult concepts
• Avoid difficult recall questions
• Put your questions in a logical order
• Pre-test your survey
• Cover memo or introduction- tell them why you are surveying
• Use some open ended questions-You want to provide an opportunity
to tell you more, good and bad.
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