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Donor &

Participant

Engagement

Through

Customer

Support

A Support Case Study

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Welcome from Charity Dynamics!

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Jett WindersVP, Strategic

Services

Sue DalosPrincipal Consultant

Aleena AntoninoSupport Manager

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Dorothy Donor

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Makes a single donation of $1,000

in memory of her aunt

Two months later she realizes she

hasn’t received her tax receipt

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Francis Fundraiser

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Signs up for a local walk event

Last year she raised $1000 offline

This year she decides to

try fundraising online but

she cant figure out how

to upload her contacts

into the email tool

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Value of

Support Users

“I have been trying to register and make a

donation to a walk for the last 2 hours… I am so

frustrated that I am going to quit now.”

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Profile of a Support User

• Most committed fundraisers– Raise More

– Use Available tools

• Send Emails

• Update Personal Page

• Make a Self Donation

• Larger individual donors– Give larger gifts

• More concerned on security

• Want them properly credited

Case Study #1 – Regional Walk Event

• Single Annual Walk

• 5,000 Participants

• $2 Million Event

• Phone / Email Support

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Analysis

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Those Who Did

Contact Support

$984.51 Avg. fundraising amount

11.05 Avg. # of gifts received

38 % self pledge

84 % active fundraisers

40 % sent solicitations

77 % that updated Personal Page

Those Who Did NOT Contact Support

$194.59 Avg. fundraising amount

2.51 Avg. # of gifts received

16 % self pledge

45 % active fundraisers

11 % sent solicitations

26 % that updated Personal Page

Results

2x more likely to make a self pledge

3x more likely to update personal page

4x more likely to send emails from the PC

More dollars raised

More gifts received 5x

Results

Gifts are 2x larger for donors that use support

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Case Study #2 – National P2P Event Program

• National Affiliated Program

• More than 800,000 participants

• ~ $45 Million Event

• Chat / Phone / Email Support

Fundraising Activity

more likely to update personal page

as many emails sent

more likely to personalize story2x

Fundraising Results

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50% more gifts

65% more fundraising

Profile of Cases

• Fundraising Driving Cases– Donate

– Register

– Use fundraising tools

• Informational Cases– Event Questions

– Prizes or Premiums

– Volunteer

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66%

34%

Fundraising Informational

Profile of Cases

• Active Constituents– Donors

– Registrants

– Activating

• Information Seekers– Question about the event

– Looking for other information

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70%

23%

7%

Participants Donors Information Seekers

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On-Demand

Support Channels

“We have a user name and password from last year that is not working. I will give up soon and donate

elsewhere.”

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Phone Email Chat

Phone

• Single constituent interaction at a time case

• Most personal – opportunity to connect

• Greatest staff training needs

• No user data collected unless

using a support tracking service

to actively manage and report:

– Zen Desk

– Desk.com

– Freshdesk

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Email

• Easier to staff and manage

‘queue’ and volume

• Longer response times

• Challenging for complex ‘cases’

• Pair well with outbound calling

for complex cases

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Chat

• Efficient at high volumes

– Multiple chats at once

• Powered by live chat software

– SnapEngage

– LiveHelpNow

– LiveChat

• Can empower ‘agents’ with ‘macros’ and resources

• Pairs well with email – dynamically change chat button to email button when all agents are busy

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Chat

Placement Matters

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Greater Access / Volume

Less Access / Volume

Take Action with Data

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• Added link from Participant Center to page detailing instructions

for cash / check gifts

• Reduced case volume (and cost)

0

500

1000

1500

2000

Help withcash or check

donation(s)

Donationneeds to bemoved orconnected

Honor roll Help withonline

donation form

Receipt foronline or

offlinedonation(s)

Findparticpant or

team todonate to

Matching giftsor requesting

tax id

Donationrefund

Howdonations are

spent

Updatingdonor record

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Self-Service

Support Channels

“I am so frustrated with this, I am ready to forget

this entire fundraiser.”

If you build it…

43% of users feel they can solve their own service issues

if companies put better self-service tools in place.

It increases to 62% when looking at 18-24 year olds

91% of people said they would use an online knowledgebase

if it were available and tailored to their needs.

Searchable FAQ

Searchable FAQ page one way to empower your supporters to quickly find answers to their questions:

• Increased Fundraising and Registrations – participants who can quickly and easily find answers to their own questions are more likely to register, donate or fundraise

• Reduce Cost – fewer constituent questions means less staff time spent responding to inquiries

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Trends in

Customer

Support

Social

• 1 in 5 consumers report using social media for customer service in the past

year

• Your customers are using these channels for more than marketing whether

or not you are

Alzheimer’s Association @alzassociation

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Save The Children @savethechildren

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Customer Satisfaction by Channel

© Lemonstand website

Trend in Websites Today: Chat

Pro-active chat

allows for a window

to display to a user

who sits on a

designated page for

longer than a set

period of time or

upon exit of page

Non-Profit Opportunities

• Donation Form Errors

– Pro-active chat to assist constituents

who receive errors when

they submit a donation form

• Registration Conversions

– When Idle on a registration page

– When leaving the registration flow

without completing

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Expenses

Where do I get the budget?

Evaluate what your current support expense:

you are already paying for support!

• Opportunity Cost of Staff time

• Lost fundraising

• Customer Expectations and competition

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Strategies for Managing Cost

• Self service tools can have big bang for your buck– Searchable FAQ - 5-10k

– Third party tools available to manage template

and infrastructure

• On Demand Support for high event season

• Targeted Channels– Chat / email for high volume

– Phone / email for low volume

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Build the case

for support

1. Best Customer

Service & Support

Builds Trust

• Your activities are the limbs of

your organization

• Your mission is the body

• Constituent support is the face

of your organization

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Constituent Perception Matters!

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The public’s trust in an

organization is rated as the

number one factor to influence

the decision to engage

(donate time and money)

It has never been harder to

acquire and retain donors and

supporters. With over 1.5

million charities in the USA

consumers have choices as to

where they invest.

2. Good customer service

diffuses dissatisfaction

• Things happen….

You need to be

prepared

• Turning a

challenge into an

opportunity

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How are your supporters feeling?

Poll

What percent of dissatisfied constituents

actually reach out to complain?

A. 4%

B. 14%

C. 27%

D. 36%

E. Over 50%

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Only 4% of dissatisfied customers bother to raise the issue

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90% of dissatisfied customers never return

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Dissatisfied customers tell

8-20 people

about their bad experience

• Word of mouth is the most powerful ally you have on your side

• When you provide the best

in customer service, guess

what happens?

– People will talk about you.

– They will remember your brand.

– Will say, “Oh, go to this place.

They are great!”

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3. It builds and strengthens brands

4. Identifies and reduces problems

• Customer service is the voice of your consumers.

– Not only can your customer service team immediately alert you to any issues

– Can also identify trends by looking at the big picture

• They are also the voice of your organization.

– If consumers know that they can voice complaints and those issues will be

handled properly, they will feel more comfortable doing business with you in the

future.

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5. Integral to the new donor experience

Then:- Supporter makes a donation, gets their tax

receipt, is happy.

Now:

- Supporter makes a donation, wants

acknowledgement right away

- They want to be kept informed of all progress

their donation may have contributed to… even

if its only $20.

- They expect your staff to know them and their

giving history every time they interact with

you…. 52

6. Proven to Increase Retention

& Revenue Generation

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Building the case for support

1. The best customer service builds trust

2. Good customer service overcomes dissatisfaction

3. It builds and strengthens brands

4. Reduces problems

5. Integral to the new “donor experience”

6. Proven to increase retention and revenue generation

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