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James Carroll, World Vision Canada

David Trim, Russ Reid Company

Tamara Wolf, Russ Reid Company

World Vision Canada Segments

And how they are leading to new strategies

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#Bridge16

Every nonprofit has its auto-pilot donors who support the cause, but still drag along, blankly disengaged.

Bringing those donors back to life requires:

• A different way of looking at their behaviour

• A different insight into why they've lost their passion for your work

• A different strategy for driving them to action

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What can you expect?

• Segmenting by psychological drivers and behaviour leads to new strategies unseen by a typical RFM or demographic model

• Reactivating loyal, but low engaged donors, requires a different approach to leveraging driver and converter tactics

• Fundraising success and overall brand perception are linked together in ways that are easy to overlook, leading to missed opportunities and brain-dead donor experiences

All new windows and new front doors

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Cracking the code

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The challenge to:

• Reverse of negative perceptions• Engender greater loyalty• Reducing attrition• Cultivate the audience for future giving

potential

• 20% response rate from 59,000 passive donors

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Going beyond RFM

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The Situation

Why are passive donors disengaging?

We asked and listened and layered in behavioural data

pyschographic demographic donor file.

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We asked questionsParticipants in the study answered questions about their lives, their jobs, their families, their favourite things and how they spent free time.

They ranked their own feelings about statements like:

• I want to help children in need.

• My faith leads me to give.

• I have a moral responsibility to help those in need.

• I have so much, so it’s important that I help others.

• I want to invest in a better future for everyone.

• I feel good when I help others.

They answered

•They also told us about the current treatments and how we were treating them.

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The 5 Segments

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All of the identified segments had things in common

They were all active sponsors and they all cared about:

• Children

• Family

• Canada

• Friends

• Neighbours

• Making a difference

• Being appreciated

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Demographic Profile

25% 75%

Purpose Driven 10%Season Ticket 48%Casual 10%Resilient 10%Informed 15%Nursery 6%

Eastern Canada  4%Western Canada 45%Central Canada  50%

Eastern Canada 4%Western Canada 45%Central Canada 50%

18‐34: 11%35‐54: 39%55+: 50%

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Clusters 1, 2 and 5 all had been giving extra gifts.

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Clusters 3 and 4 had never given an extra gift.

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Not like the others…

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Both Segments 3 and 4 felt like ATM machinesFor differing reasons, these sponsors who gave regularly to

their child, felt disconnected from their child’s life and also

felt devalued by World Vision.

Not surprisingly, they were lapsing as sponsors at an

alarming rate.

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The No Ask Solution

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We flipped the script

Clusters 3 and 4 had never given anything extra.

Worse, they were leaving WVC, cutting off their valuable

monthly support.

So we stopped asking them for extra money (for awhile)

and refocused on connecting them to their child in new

ways.

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To do this effectively, we had to do it dramatically.

BIG ideas. Not big budgets.

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How to invest in innovation

• Innovation Committee Concept

• Request for Proposal Process

• Criteria for selection

• Bridge to operationalize / fund ideas annually

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Working together(a.k.a. how to get the most out of your agency)

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Partnership & Teamwork• RFP

• Creative Brief / transparency

• Selection process

• Donor centric: TO the donor or FOR the donor

• Main decision maker – allows creativity to blossom & also blocks the noise

• Key stakeholders vs. committee decision-making [data-driven, timed for change, interpretation & application of

data]

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Each sponsor got photos of their own child

Print-on-demand technology allowed us to create a very personal

experience. In the series of packages we found a variety of ways to give

the sponsor a very real connection to their child.

The first package included “school photo” style duplicates of the child’s

picture for her to trade and share with her friends.

The sponsor only had to sign it and send it back.

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Email

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And it’s working.

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Research is finding that 84% of sponsors will open the bounceback envelope based on front language.

I always open mail from World Vision. This, however, intrigues me as it sounds like it would be an easy way to send something to the

child I sponsor. -Resilient

Don't feel guilty to send additional money -Casual

Unusual presentation...who would send such a message- Resilient

I like that it says right up front "we are not looking for your money / a donation" right now.

-Casual

63%

%

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Even more will open the bounceback envelope based on the photos. 95% are likely.

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90% of all sponsors say they would send the encouraging card and photos.

Because I love to see pictures of her and get updates. Also because I think it would make her feel happy to get

them in the mail.-Casual

It is a lovely message to let my sponsored child know that I care about her.

-Casual

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Results

From audience groups who didn’t engage beyond their monthly gift – average of 18.4% response rate

Series Quantity Audience Response rate

Wave 1 23K32K

Casual FansResilient Fans

30%17.3%

Wave 2 23K32K

Casual FansResilient Fans

23.6%12.5%

Wave 3 23K32K

Casual FansResilient Fans

21.3%10.5%

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Revenue through retention

• Keeping donors on file

• Implications of keeping donors on file

• Donor centric journey / into new offers

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What’s next?

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2016 Creative

Drop No. 1 – Photo Stickers Drop No. 2 – Friendship Bracelets

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2016 Creative

Drop No. 3 – Personalized Notebook Drop No. 4 – Math Slider Tool

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So what did we change?1. Audience identification

2. The organization & agency partners

3. Entire approach & Customized treatment stream

4. Different KPIs

5. Outside the box ideas to create better connections

What did we learn?

•Shift the fundraising focus.•Partner in journeys•Increase in connection•A longer‐term fundraising approach works

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Takeaways

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Thank you

Don’t forget to visit the

Solutions Showcase! Many of the ideas discussed today are on

display at the Solutions Showcase!

David Trim James Carroll  Tamara Wolf dtrim@russreid.com james_carroll@worldvision.ca twolf@russreid.com

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Mining for gems requires innovation