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DIGGING DEEPER
DONOR BEHAVIOR & EXPERIENCE –WHAT TO DO WITH THE DATA
Rich Dietz
3
Linkedin.com/in/RichDietz
HELLO. MY NAME IS RICH
Rich Dietz
Nonprofit guy first – Masters in Social Work
“Accidental Techie”
Loves technology
Now work to bridge the gap
Linkedin.com/in/RichDietz
2
AGENDA
Technology – Do more with less
Strategies and Tactics
Q & A
6
“WHAT YOU TALKIN’ ‘BOUT WILLIS?”
4
IoT
CSS
SEO
Wysiwyg
P2P
Blah, blan
blah
5Best Practice = What works for your organization
NONPROFITS
6
6
Tend to be slower
on the uptake of
new technology
and trends…
TECHNOLOGY
DO MORE WITH LESS
SECTION PAGEMid-Level Donors
https://www.networkforgood.com/nonprofitblog/abcs-donor-prospecting/
“Treat Every Donor
Like a Major Donor”
Can’t take all $50
donors out to coffee
But technology can help
us make them
feel that way
TECHNOLOGY – DO MORE, LESS TIME
▪ Now:
▪ $50/year for 20 years $1000 one time
NJ Institute of TechnologyLifetime value is not always obvious
($1000 total)
TECHNOLOGY – DO MORE, LESS TIME
WHAT TECH SHOULD YOU FOCUS ON?
37
MASLOW’S HIERARCHY OF NEEDS
Abraham Maslow (1908-1970)
American Psychologist
Most know him for his theory of
psychological health:
Maslow’s Hierarchy of Needs
MASLOW’S HIERARCHY OF NEEDS
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
OK…
So what does this have to do with
nonprofit technology?
As I worked with nonprofits and their technology
needs
I realized it Maslow was on to something here.
So I created the…
16ONLINE HIERARCHY OF NEEDS
Website
The
Rest
ODJ
Fundraising
Campaigns
Email Marketing
Donation Process
Online
Donor
Journey
STRATEGIES AND TACTICS
USE DONOR STUDIES(The right way)
52
USE DONOR STUDIES
Look at any studies that come out
▪ How do they apply to YOUR
organization?
▪ What ideas can you test?
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SURVEY YOUR DONORS
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BUT I TRIED THAT… SURVEYS DON’T WORK
Don’t think of it as a “one time” action
Get the data “by all means necessary”!
▪ At time of donation
▪ During registration
▪ At live events
▪ Paper forms, applications
▪ Matching Grant
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THINGS TO INCLUDE
▪ Copy some of the questions from other studies
▪ Reason for Donating: “What is the main reason you donated?”
▪ Specific Program/Interest: “Which programs are you most interested in
hearing about?”
▪ Channel Preference: “How would you like to receive information from us?”
▪ Demographics/Age: “Which age group would you classify yourself?”
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BE CAREFUL HOW YOU “ORGANIZE”
23
Hello Mary (always late very difficult),
Happy Birthday! We would like to offer you 20% off
during your birthday month…
CREATE AMAZING DONOR JOURNEYS
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THE ONLINE DONOR JOURNEY
TAKE THE TIME TO WALK IN YOUR DONORS SHOES
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Engagement
+
Amazing Experiences(at every stage of the journey)
= Donor Loyalty
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
Process:
❑ Review your ODJ with a critical eye
❑ Take Your “Donor Journey”
❑ Yes, actually donate
❑ Be brutally honest
Audit – Online Donor JourneyGive yourself honest feedback and starting point
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CONTENT / COMMUNICATION
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
MUST FRUSTRATING, COMMON OFFENSES
YOUR “MONTHLY NEWSLETTER”
STORYTELLING
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IMPACT IS MORE POWERFUL
We raised $10,000 dollars
towards our annual
campaign.
5,000 senior meals provided
to the community
(Then tell stories about
those seniors!)
VS.
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GREAT EXAMPLE
www.sfmfoodbank.org/our-impact/
Also…. Patrick’s examples
Zach
The Anonymous Donor
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Show IMPACTEg./ Investment Banker
“Donors define
‘oversolicitation’ as
being asked to give
again before learning
their first gift had an
impact”
- Penelope BurkeCygnus Research
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WEBSITE
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
DIRECT RESPONSE WEBSITE
We’re not talking
“brochure websites”
• 5-10 pages, static, boring,
does not lead to action
Direct response website –
key is to get “action”
▪ signup, donate, call, register,
etc.
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Too many choices = No Action
Limit choices / Easy to find
The Jam Study
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Who Visits? / What are they looking for?
What do you want folks to DO when they reach your site?
40Example - bestieswithtesties.org
41Example - IES Abroad
MOBILE IS NOW
▪ 75% of Americans own smartphones
▪ Half also own a tablet or e-reader
▪ Google’s “Mobilegeddon” Update
▪ Create a “Mobile Responsive” website
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DONATION FORM
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
✓Shorter is better
✓Suggested giving amounts
✓Donation levels that show “Impact”
✓Create a unique experience for each
campaign
- Branding, language, pictures specific to the campaign
OPTIMIZE YOUR DONATION FORM
MONTHLY GIVINGIf average “comfort with online gifts” is $299….
Maybe focus on Monthly giving program!
▪ Create unique experience – Name, group, badges, shirts, seats
▪ Show the increased impact of monthly donors
▪ Create benefits just for this group
▪ Bonus – these become your legacy gifters!
(I am working on a Monthly Giving Training right now…
let me know if you want to hear about this)
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THANK YOU
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
of Donors say they were
NEVER thanked for their gift.
21%
(Nonprofit Donor Engagement Benchmark Study)
INITIAL CONFIRMATIONDon’t waste this opportunity!
▪ Everyone opens THIS email and,
it’s when they feel the most engaged!
✓ Ask them to do small favors.
▪ Like, follow, share, donor survey, etc.
✓ Tell them about upcoming events
✓ Increase the engagement
Thank you phone calls
42% more $ / 39% more likely to give again (Donor Centered Fundraising)
CONTINUE TO SHOW IMPACT
What do donors want to see?
▪ What you have done with their money?
▪ Did it make a difference?
▪ Keep showing them this ALL YEAR LONG
In fact, this is even more important during…
Follow up!
51
FOLLOW UP
Content /
CommunicationWebsite
Donation
FormThank You Follow Up
52
“The First gift from a
donor is not money:
It’s attention”
- Tom Ahern
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Show IMPACT FirstEg./ Investment Banker
“Donors define
‘oversolicitation’ as
being asked to give
again before learning
their first gift had an
impact”
- Penelope BurkeCygnus Research
60
THANK THEM MULTIPLE TIMES THROUGHOUT THE YEAR
Create a thank you series (like the welcome series)
• Thank them right away
• Thank them again in a week, with an update on progress
• Thank them again in 3 months, showing impact
• Rinse and Repeat
Show the impact you have made with their help (donations)
4Xmore OPENS
5Xmore CLICKS
Experian Research
The Welcome SeriesA series of emails automatically trigged by an event (signup, donate, etc.).
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HOMEWORK
❑ Audit your Donor Journey
❑ Pick 2-3 ideas or strategies to test
❑ Take Action!
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Q&A
Take Action!
Linkedin.com/in/RichDietz
Rich [email protected]
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Leave your business card and
I will send you:
• The Donor Studies
• Slides
• Invitations to webinars
• And more.