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The HEART of theDonors Experience
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Marla Davidson, Vice President TechnologyThe Arthritis Foundation
Kent Grove, Director of Client EngagementThe Merkle Response Management Group
Tanya Hirsch, Client Marketing ManagerFineLine Solutions
Jay Hollister, Manager of Donor ExperienceCanadian Red Cross
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“The customer perception is your reality”.
THE FACTS
1) 86% will pay more for a better customer experience. Only 1% of customers feel that organizations consistently meet their expectations.
2) 40% of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customer experience.
3) 89% of people began doing business with a competitor following a poor customer experience.
4) Customer power is now. 73% of people trust recommendations from friends and family, while only 19% trust recommendations from organizations.
“The Customer Experience is a combination of everything you do, or do
not do, that underpins any interaction with a customer or potential customer”
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“A Donor Experience is an interaction between an organization and a customer. It is a blend of an
organization’s physical and virtual performance, the senses stimulated and emotions evoked, each
intuitively measured against customer expectations across all moments of contacts”
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Make It Easy
AddValue
Give meChoice
Know Me
Data is the cornerstone
Transactions into
Relationships
Organizational Alignment
Planned Engagement Experiences
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Marla Davidson VP Technology
The Arthritis Foundation
What would we do if we knew our donors?
Jessica Smith1x Donor
Jessica Smith1x Donor – Gives every year
Rheumatoid arthritisInterested in the latest research
Lifestyle includes Arthritis friendly exerciseHas recently moved
Active at local community center
Would we “engage” differently?
Thank Her for her support and
celebrate her new home
Educate her on tools to enhance
her lifestyle
Update her on latest RA
research, inviting her to advocate
for further research
Invite her to participate in
exercise programs
Encourage Jessica to share her progress and
stories to help others live with
Arthritis
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Use Best of Breed systems on the front end to facilitate the customer experience – then integrate with the master database
Recognize that data might come in stages – as customers become invested in your organization – be prepared for “partial” but valuable data
Make it Easy (to collect data)!
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Data in silos, shoeboxes or other systems (including spreadsheets) is BAD news for your customer
Surface the data in places and processes that help build relationships
Listen to what your customers tell you and react accordingly
Know me (by ALL my data)!
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People tell you things expecting you to remember! So remember!
Provide content and opportunities based on information they provide or behaviors they exhibit
Generalize based on what you know about others in your database
Add Value (based on the data)!
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Technologies are not generational – expect all kinds of people using all kinds of access points
Staff need to be able to access the data “on the go”
Give me Choice (of technologies)!
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Your data must be centralized to be most effective
Use the data you collect to inform your activities (direct mail, call center, local contacts, etc.)
Allow the data to tell a story and guide next steps (with individuals and for the organization)
Be flexible and mobile
Major takeaways
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Kent Grove, Director of Client Engagement
The Merkle Response Management Group
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Backend analysis of comment mail should happen the minute the envelope is opened
Comment mail contains many opportunities to engage and enhance the donors experience
Specific letter text or immediate outbound calls can create a high touch donor experience. Driving retention, loyalty, additional gifts, etc… based on the micro data associated with comment mail.
Channel Memorable Moments- Comment Mail
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Do you test outbound thank you calls on specific segments?
A thank you call immediately after the gift is deposited will lift the secondary average gift by 58%
These programs are measurable, personalized, targeted, cost effective, and will give your organization an opportunity to build a greater connection with your donors on an emotional level.
Channel Memorable Moments- Outbound Thank You Calls
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Does your non-profit analyze stamped BRE’s?
Stamped BRE’s can indicate that the donor is intelligent and knows in advance that your organization will receive the postage cost back because the donor’s has applied a stamp over pre-paid postage. This data is beneficial for marketing to these donors on the front end and the back end acknowledgement.
Non-Profits who analyze this micro data can specifically market to these donors by thanking them for using a stamp. Our data shows a 20% lift on a return gift by producing a tailored acknowledgment letter or a tailored message on the appeal.
These acknowledgment letters should be coded differently and with a second ask on the acknowledgment so you can track the results.
Channel Memorable Moments- Stamped BRE’s
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Tanya HirschClient Marketing Manager
FineLine Solutions
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When is the last time you put this much
planning into the Donors’ experience?
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DonationReceived
Donor is classified Into a marketing group
Donor Opts in to Emails
Donor receives 1 email every 72 hours
Donor receives 36 direct mail pieces per year
Any follow up donations are tracked by source code
Donor updates preferences
Donor renews next year
Acknowledgement sent
Donor becomes an active participant
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The current experienceWhat we send What a donor receivesUpfront, back end, heavy or light Premiums
Free gifts from us
Appeal, Renewal, or Lapsed mailings Mail from us requesting a donation
Conversion, upgrade, pre expiry, post expiry telemarketing calls
A call from us requesting a donation
Action alert, campaign update, victories, year end, renewal, petitions or
An email from us. Sometimes requesting a donation
DRTV 15, 30 or 60 second spot A commercial requesting a donation
Thank you call Thank you call
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Give me choices
Become channel agnostic
Same message across all
Personalized experience
Allow choice
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Assumptive Asks tailored to caller/donor types
Defined QA process aligned to organizational goals
Strategic Scripting aligned to data requirements
Front of the line service for key segments
Detailed notes and contact type categorization
Planning the experience
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First time donor
Recently moved or changed name
Lapsed donors
Donor complaints
Donors to multiple programs at one time
At Risk Donors (member type)
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Welcome message – packet to follow in mail
Gather communication preferences – customization
Determine programs/campaigns of interest – targeted messaging
30 days in – Phone call, Monthly program invitation
6 months in – Update on impact we have made because of them
1 year Anniversary – Thank you call and celebration of milestone
First Time Donor planning
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Moment Mapping – Outside In
Renew donor and step up
MarketingMessages
customized to their
preferences
Categorize donor based on
preferences
Engage and Inform on issues related to their
actions
Recruit Member for
long term relationship
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Go beyond traditional gift metrics and move into a world of Net Promoter Scores and Donor Surveys
1) Was I fully able to resolve your reason for calling today?
2) One a scale of 1-10 how likely would you be to refer your friends and family to name of our organization? For anyone who answered the question with a rating of 7 or
less they are asked for 3 things we can do to bring their rating closer to a 10
Measuring your progress
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Jay HollisterManager Donor Experience
Canadian Red Cross
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“What you permit, you promote”.
THE SITUATION IN 2014
1) Leadership understood that there was a problem but not what that problem was
2) Barriers to change rose higher than the desire to implement that necessary change
3) The wrong people doing the wrong things were producing very poor results
4) The accepted wisdom inside the organization was that the Donor Relations team was a significant source of churn and donor frustration
This was the phrase that started the “Revolution”
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Listening and reviewing donor interactions
Interviews with staff, vendors, donors, industry experts
Benchmarking Survey with Service Quality Management (SQM)
Assessing the Situation
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Comparing ourselves to service organizations in the financial services, telco, retail, government and hospitality verticals
Feedback directly from donors to track their satisfaction, resolution of their issue and their impression of their experience
Donor Satisfaction Survey
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4th quartile across the board
Very negative impression of our team
Donors gave us direct, detailed feedback
Our brand, recognized the world over, DID NOT MATTER
Donors demanded that we do better
The results were in...
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Our assessment gave us: THE MISSION
“To put the donor at the center of everything we do.”
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THE VISION
“To be as good as or better than the best-in-class service organizations, regardless of industry.”
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Our Focus
Structure
People
Process
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How’d we do it?
Benchmark survey told us what donors
really thought about us
Filter out the “waste” from every process
Build a donor-centric
model for service delivery
Create our compelling dashboard
Execute and adapt to new
realities
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Our Old Structure
Red Cross Donor
Relations
Emails
Call Backs
Red Cross Finance Team Imports
Vendor2 Outbound Calling
Vendor1 Letter Printing
Vendor3 Inbound Calls
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Our New Structure
CRC Donor Experience
Inbound Calls
New Donor Imports
Outbound Reactivation CallsLetter Printing
Email Handling
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Our OTG fundraising doubled year over year
Call Centre monthly donor segment increased by 40% in one year
Donor Satisfaction moved from the 4th to the 2nd quartile, putting us in the realm of big North American brands
The organizational “noise” about the Donor Relations team went away...
What happened?
40YEAR AHEAD 4
0June 02, 2015
OTG $$ 2013/2014 2014/2015 Difference
November $27,211 $40,983 $13,722
December $114,787 238997.75 $124,211
January $8,333 $22,547 $14,213
February $4,807 $13,575 $8,768
March $13,888 $20,660 $6,772
Total $169,026 $336,763 $167,868
We gave the dedicated team aggressive fundraising goals
**Value of Call Centre monthly gifts increased by 40% from April 2014 to March 2015
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Year Call Centre Satisfaction
CSR Satisfaction
Was your call resolved?
First Call Resolution
World Class Calls
Avg # of Calls to Resolve
Action Alert Calls
CP Score
2014 67% 73% 78% 68% 58% 1.39 8% 56%
2015 74% 77% 88% 74% 67% 1.34 5% 67%
Improvement +7% +4% +10% +6% +9% +4% +3% +11%
What do donors think?
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Call Centre Satisfaction = the entire experience from beginning to end CSR Satisfaction = how satisfied are you with that specific representative Call Resolved = was the reason for your call resolved on this call First Call Resolved = was your issue resolved on your first and only call made World Class Calls = based on a series of criteria, how do we compare Avg # of Calls to resolve = how many calls placed to fix an issue Action Alert calls = based on the interaction, what % of donors had poor experiences CP Score = Customer Protection/ Net Promoter Score (how likely to recommend us)
4242
Thank you
Lets keep the conversation goingLinkedIn Group:
HEART-YOUR-DONORS-EXPERIENCE
4343
Thank you
Marla DavidsonVP TechnologyThe Arthritis [email protected]
Kent GroveDirector of Client EngagementMerkle Response Management [email protected]
Tanya HirschClient Marketing ManagerFIneLine [email protected]
Jay HollisterManager, Donor ExperienceCanadian Red [email protected]
Jocelyn ChipmanChief Operating Officer
FineLine [email protected]
