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Make sure your organisation provides your donors with the brilliant customer care that they deserve. Excellent donor care is not only the right thing to do, it will grow your income! Brilliant Donor Care was presented by Christiana Stergiou at the 19th SAFRW conference (23 - 26 August 2008) held in Agra.
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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
© Pareto Fundraising 2008
Thank you…Thank you…
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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?
© Pareto Fundraising 2008
“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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
“ 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)
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
From prospect to partnerFrom prospect to partner
PartnerAdvocate
SupporterSupporter
ClientCustomer
DissatisfiedTerrorist
Thanks to Moira ClarkHenley Management College
© Pareto Fundraising 2008
It’s importantIt’s important
Because research tells us:
It ill kIt will make a difference to our bottom line
© Pareto Fundraising 2008
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%
© Pareto Fundraising 2008
© Pareto Fundraising 2008
It’s important..It’s important..
Because research tells us:
It’s what donors want
© Pareto Fundraising 2008
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%
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
How easy is it to be bad?How easy is it to be bad?
© Pareto Fundraising 2008
Mystery ShoppingMystery Shopping
Our investigationsOur investigationsOur investigations Our investigations tell ustell us donors and donors and
ttprospects are prospects are being ignored.being ignored.
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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%
© Pareto Fundraising 2008
Regular gift successfully set upRegular gift successfully set up
%%Hong KongHong Kong
7%7%New ZealandNew Zealand
70%70%AustraliaAustralia
%%UKUK
78%78% 67%67%70%70%65%65%
© Pareto Fundraising 2008
Thanked for offer of bequestThanked for offer of bequest
%%Hong KongHong Kong
%%New ZealandNew Zealand
50%50%AustraliaAustralia
87%87% 56%56%50%50%
© Pareto Fundraising 2008
Complaint was resolvedComplaint was resolved
%%Hong KongHong Kong
8 %8 %New ZealandNew Zealand
77%77%AustraliaAustralia
29%29% 83%83%77%77%
© Pareto Fundraising 2008
’’Let’s look at a Let’s look at a response toresponse toresponse to response to our donationour donation
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
What’s the difference?What’s the difference?
We appreciate your support.
Thank you for your supportThank you for your support.
© Pareto Fundraising 2008
What makes great donor care?What makes great donor care?
Fast and efficientresponse times
Thanking
Donor and beneficiaryKnowledge beneficiary
centredcommunications
Keeping promises andPassion
© Pareto Fundraising 2008
Pillars of successful SRMPillars of successful SRMInspired by Moira ClarkInspired by Moira ClarkHenley Management College
Data Data Strategy Strategy People & culture People & culture
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
StrategyStrategy
• Get donors• Keep donors• Grow donors• Grow donors
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
LeadsMerchandisors Survey
Total Budget $37K including fees, as per PP budget
• Comms plan Ask
ThankThank
CareAsk
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
What did Johnny just teach us?just teach us?
Source:The Simple Truths of Service © Pareto Fundraising 2008
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
© Pareto Fundraising 2008
Different types of Different types of communicationscommunicationscommunicationscommunications
© Pareto Fundraising 2008
Donor care when Donor care when asking for a donation!asking for a donation!
© Pareto Fundraising 2008
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....
© Pareto Fundraising 2008
Thanking for Thanking for donationsdonations
© Pareto Fundraising 2008
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.
© Pareto Fundraising 2008
© Pareto Fundraising 2008
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
Pamela
P.S Please excuse writing, I am a very bad arthritic
What’s a What’s a
Donor Care Letter?Donor Care Letter?
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
Where do supporter Where do supporter surveys fit into this?surveys fit into this?
© Pareto Fundraising 2008
M dMore modern surveys please
© Pareto Fundraising 2008
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
.
.
© Pareto Fundraising 2008
.
.
© Pareto Fundraising 2008
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)
© Pareto Fundraising 2008
ss
© Pareto Fundraising 2008
© Pareto Fundraising 2008
Donor Care when a Donor Care when a donor refuses to donor refuses to
do ate?do ate?donate?donate?
© Pareto Fundraising 2008
© Pareto Fundraising 2008
Tricky situations?Tricky situations?yy
© Pareto Fundraising 2008
What to do when you don’t have the answersanswers
© Pareto Fundraising 2008
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’.
© Pareto Fundraising 2008
Creative and Creative and effective...effective...
© Pareto Fundraising 2008
© Pareto Fundraising 2008
Concluding with the Concluding with the Doggies...Doggies...
© Pareto Fundraising 2008
Donor Care SuperstarsDonor Care Superstars
© Pareto Fundraising 2008
© Pareto Fundraising 2008
© Pareto Fundraising 2008
© Pareto Fundraising 2008
Loyal and generousLoyal and generous
© Pareto Fundraising 2008
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. -
, ,
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
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
© Pareto Fundraising 2008
Thank youThank you
Also checkout:www.seantriner.blogspot.com
© Pareto Fundraising 2008
The Pareto Group exists to make the world a better place, by di th t f fit t ' it ld id texpanding the not-for-profit sector's capacity worldwide to
ensure as many beneficiaries are helped as possible.
We encourage you to share this document but do ask that should you decided to use any of the information in a presentation beyond your organisation that you first email us
i ht@ t f d i ion [email protected]
© Pareto Fundraising 2008