Integrated Best Practice: The Donor JourneyFebruary 20, 2015 | 4-5pm Eastern

Speakers: Heather McLean, hjcBrian Walsh, Oracle

Thank you to our session sponsors:

SPEAKERS

Heather McLean, Senior Advisor, hjc

Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle

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Agenda

• Introduction of Speakers & Presentation• CX: Customer Experience Trends• CX: An Overview of Journey Mapping• From CX to DX – Designing Donor Journeys

• Step 1: Analyze & Identify• Step 2: Map & Improve• Step 3: Engage & Automate• Step 4: Measure & Manage

CX: Customer experience trends

Customer Experience Journey Mapping

• Organizations which provide a compelling customer experience reap the benefits

• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator

• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor

http://dschool.stanford.edu/student/doug-dietz/

JOURNEY MAPPING THE PATIENT EXPERIENCE

Experience

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

SHOT

GOES

THROUGH

MRI

………

AM I

REALLY

SICK?

THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

HELP?

NO! NO!

PLEASE

NO!

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NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

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PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

ROOM

BEHAVIORS

ATTITUDES

PEOPLE

THINGS

ON

STA

GE

EXP

ERIE

NC

E

PEOPLE

THINGS

BA

CK

STA

GE

SUP

PO

RT

Select a specific customer to map

DOCTOR MOMCHECKIN

NURSE

IMAGING

TECHMOM

DOCTOR

ANESTH.

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TECH

MRI

MACHINE

DESK &

COMPUTERCHARTCAR

TAKE-

HOME

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MRI

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SHOT &

DRUGS

NURSE

TISSUES

CREATE INITIAL MAP

Attitudes, Behaviors and Experiences

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

SHOT

GOES

THROUGH

MRI

………

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NURSE

IMAGING

TECHMOM

DOCTOR

ANESTH.

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DESK &

COMPUT.CHARTCAR

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HOME

PACKET

MRI

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SHOT &

DRUGS

AM I

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THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

HELP?

NO! NO!

PLEASE

NO!

I’M REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGRDOUG

PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

ROOM

EVALUATE & PRIORITIZE

Identify moments that matter for the customer and the organization

NURSE

TISSUES

IMPACT MORE

STAFF

COST OF

DRUGS

IMAGING

TIMESIDE

EFFECTS

GOES TO

INITIAL

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RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

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GOES

THROUGH

MRI

………

DOCTOR MOMCHECKIN

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TECHMOM

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ANESTH.

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MACHINE

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HOME

PACKET

MRI

MACHINE

SHOT &

DRUGS

AM I

REALLY

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THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

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I’M REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGRDOUG

PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

ROOM

TISSUES

NURSE

ADD DETAIL TO UNDERSTAND

Gain deeper understanding of needs, and how those needs are fulfilled

FEEL SAFEFEEL

BETTER

TAKE

IMAGE

DEVELOP

IMAGE

NEEDS

Roles & Processes POSITION

PATIENT

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

SHOT

GOES

THROUGH

MRI

………

DOCTOR MOMCHECKIN

NURSE

IMAGING

TECHMOM

DOCTOR

ANESTH.

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TECH

MRI

MACHINE

DESK &

COMPUT.CHARTCAR

TAKE-

HOME

PACKET

MRI

MACHINE

SHOT &

DRUGS

AM I

REALLY

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THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

HELP?

NO! NO!

PLEASE

NO!

I’M REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGRDOUG

PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

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EVALUATE & FRAME ISSUE OR OPPORTUNITY

Based on deep customer understanding

NURSE

FEEL SAFEFEEL

BETTER

TISSUES

POSITION

PATIENTTAKE

IMAGE

DEVELOP

IMAGE

http://dschool.stanford.edu/student/doug-dietz/

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

SHOT

GOES

THROUGH

MRI

………

DOCTOR MOMCHECKIN

NURSE

IMAGING

TECHMOM

DOCTOR

ANESTH.

IMAGING

TECH

MRI

MACHINE

DESK &

COMPUT.CHARTCAR

TAKE-

HOME

PACKET

MRI

MACHINE

SHOT &

DRUGS

AM I

REALLY

SICK?

THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

HELP?

NO! NO!

PLEASE

NO!

I’M REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGRDOUG

PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

ROOM

DESIGN NEW EXPERIENCES

Influence attitudes to change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LET’S

GO

CAMPING

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO

MRI ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GOES

THROUGH

MRI

………

DOCTOR MOMCHECKIN

NURSE

IMAGING

TECHMOM

IMAGING

TECH

MRI

MACHINE

DESK &

COMPUT.CHARTCAR

TAKE-

HOME

PACKET

MRI

MACHINE

AM I

REALLY

SICK?

THAT

LOOKS

SCARY!

WILL IT

HURT ME?!

MOM

CAN’T

HELP?

I’M REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGRDOUG

IMAGING

TECH

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

IDEA:

CAMP

GUIDE

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CAMP-

FIRE!

FEELS LIKE

I’M

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THIS ISN’T

TOO BAD

CAN WE

DO IT

AGAIN??

THIS

PLACE IS

NEAT!

TODAY

COULD BE

FUN

LAYS

DOWN IN

MACHINE

LISTENS TO

CRICKETS …

TEST NEW EXPERIENCES

New attitudes, new behaviors….different result

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HAS

MRI SCAN

IDEA:

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SITE

IDEA:

CAMP

BACKPK

FEWER

STAFFNO DRUGS

IMAGING

TIME ↓↓ SIDE

EFFECTS

CX: CASE STUDY

CITIBANKMOTOROLA SOLUTIONSINDIGOSUN LIFETUFT’S MEDICALUNIVERSITY OF TEXAS AT DALLASBC CHILD PROTECTION SERVICES

Designing Donor Journeys

Lifecycle Marketing

You recognize that people go through stages as

they interact with your organization, and that

each stage requires different marketing actions.

Content Creation

You create targeted

content that answers

your donor's basic

questions and needs,

and you share that

content far and wide.

Personalization & Context

As you learn more

about your donors

over time, you can

better personalize your

messages to their

specific needs.

Multi-Channel Presence

Inbound marketing is

multi-channel by nature

because it approaches

people where they are,

in the channel where

they want to interact

with you.

Channel EcosystemNo silver bullet: future is integrated

Work place

Retail giving

Check in the mail

Mobile

Social media

Online

Email

Crowd funding

Text/SMS

Peer-to-Peer

Transactional OutreachEngagement

Direct mail

Website

Volunteer/Meetups

Monthly giving

Directed giving

Integration

Your CRM & analytics

tools all work together

like a well-oiled

machine, allowing you

to focus on deploying

the right content in the

right place at the right

time.

Data & Systems Matter

• CRM Solution is Must.

• Data Integration is Must.

• Marketing Automation Capability is a Must.

Journey Map Components:

• Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the constituent;

• Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, donation / conversion, renewal / upgrade);

• Emotion: peaks and valleys illustrating frustration, anxiety, happiness etc.;

• Touchpoints: constituent actions and interactions with the organization. This is the WHAT the constituent is doing; and

• Channels: where interaction takes place and the context of use (e.g. website, native app, call center, event). This is the WHERE they are interacting.

Nice to haves:

• Moments of truth / that matter: A positive interaction that leaves a lasting impression, often planned for a touchpoint known to generate anxiety or frustration; and

• Supporting characters: peripheral individuals (caregivers, friends, colleagues) who may contribute to the experience.

Donor Satisfaction Depends On:

• Quality of service

• How committed the donor is to your values / mission

• Emotional connection to your work

• Confidence in how they money will be spent

Understand the donor journey

begins before the first gift!

Objectives:

• Define a clear strategy for increasing the flow of donor information and support within the charity, with clear measures for success

• Build deeper relationships with donors and become more empathetic to donors

• Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication

• Maximize long term value from donors

Step 1: Analyze & Identify

a. Start with your database

b. Look at your analytics

c. Solicit feedback through surveys

d. Build profiles / personas

Why a database audit?

• Benchmark

• Identify Trends

• Identify Pain Points

• Identify Opportunities

Analytics Review

• Google Analytics – Top Referrals

– Audience Demographics

– Keyword Performance

• Facebook Insights– Audience Demographics

– Popular Posts

• Email Analytics– Popular Content & Clicks

• Alexa.com– Competitor Web Analysis

Other Valuable Reports:

A Good Supporter Survey Should:

Collect demographic information

Collect information on giving potential and interests

Collect information on first interest and interaction with your charity

Find legacy bequests

Collect information on communication preferences

Integrate back into your CRM for future marketing opportunities & segmentation

Help you build profiles / personas

Online Sample

• Sent to 57,400 donors

• 3 key segments:

• Monthly, Active & Lapsed– 5,530 responses

(response rate of 11%)

– Raised $7,574

• Reactivated 30 donors

• Found 85 expectances and 292 legacy leads

And the mail will pay for itself…

Build Profiles / Personas

Buyer personas are fictional, generalized

representations of your ideal donors. They

help you understand your donors (and

prospective donors) better, and make it

easier for you to tailor content to the specific

needs, behaviors, and concerns of different

groups.

New stats

• 62% (compared to 55%) of respondents converted leads to donors within the first 3 months

• 30% (compared to 22%) reported getting that ultimate 2nd gift

Step 2: Map & Improve

a. Map Current Journeys

b. Improve & Innovate

c. Build Infrastructure & Processes to Succeed

Team Facilitation

• Good to have outside party / consultant facilitate

• Invite anyone who ‘touches’ the donor –events, service, direct marketing, donor services, advocacy

• Set-up your journey mapping canvas…

Sample Journey Plan

Slide 45

Improve & Innovate

• Identify “moments that matter” for each of your donor personas / segments

• Create content that will help build a deeper bond with your donor at that moment

• Ensure that your communications feel like a journey, not a million different marketing messages

Build Infrastructure & Processes

• Look at the ‘on stage’ and ‘back stage’ people and things needed to create your journey

• Review current structure, culture and skills and align to new journey

Step 3: Engage & Automate

a. Draft communication plan

b. Automate the plan

c. Hyper-personalize the plan

Features of the right software:

• Lead nurturing, scoring, and tracking

• Email and landing page creation

• Closed-loop reporting

• CRM integration

Step 4: Measure & Manage

a. Identify & track KPIs

b. Test your assumptions

c. Build a feedback loop

d. Iterate & improve

KPIs to track:

• Time to 1st gift, 2nd gift, monthly gift, etc.

• # of gifts, average gift

• Retention rate

• Channel migration

• Engagement factors: inbound communications, clicks, opens, downloads, subscribes, shares, comments

Lasting change doesn’t happen overnight…

• Reshaping donor communications is a long term investment.

• Take a couple of months to gather information about your donors.

• At the same time, review your current communications.

• Then, meet with the team to discuss the results and develop a plan for a new donor journey.

Start small…

• You’re already managing multiple projects, events and initiatives; pick one or two things you can change now and slowly add in other changes.

• Realistically give yourself 6 months to a year to implement the whole plan.

• A slow and steady pace will help keep you and the team on track.

Get Your Own Journey Mapping Kit!

• Email: info@hjcnewmedia.com

• Subject Line: Send me a Journey Mapping Kit

Continue the discussion!

• The vision of the IMAB is to promote a discussion of the various successes and failures related to integrated marketing: understandings, trends, benefits and adoptions of integrated marketing activities within the nonprofit community.

• Visit us at imabgroup.net today!