The systems and strategies behind donor motivation

04/10/2023 Footer 1

BLACKBAUD INFORMAL NETWORKING EVENT

The systems and strategies behind donor journeys

Tuesday 27 November 2012

04/10/2023 Blackbaud Confidential 2

AZADI SHERIDAN

Welcome

Product Manager, Blackbaud


PROGRAMME FOR THE EVENING

18.30 Programme begins

Insights from Michelle de Souza

Insights from Dawn Varley

19.20 Q&A and discussion

19.50 More networking

20.30 Event finish


DONOR PERSPECTIVES: HOW MANY SEPARATE CHARITIES HAVE YOU MADE DONATIONS TO?

• 88% of respondents made one-off donations in past 12 months• 61% made regular donations to one or more charities in past 12

months

0 1 2 3 4 5+0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

One-Off Dona-tions

Regular Donations

# of Charities Supported


WHAT DROVE DECISION TO MAKE ONE-OFF DONATION?

• 34% of respondents were most likely to make their last one-off donation through sponsoring a friend or colleague in an event

• 28% were solicited in-person (on the street, shopping center, supermarket)

Sponsoring friends in events 34.0%In-person solicitation (street, supermarket) 28.0%Personal circumstance - affected by an illness or issue 19.0%Believe in cause 15.0%Personal participation in an event 9.0%TV ad/program 9.0%Receiving a direct mail piece 7.0%From following a charity on social media 6.0%Receiving an email newsletter 5.0%Seeing a celebrity endorsement 4.0%


• UK respondents were most likely to report that nothing would compel them to become a regular donor to organizations they currently make one-off donations to.

WHAT WOULD COMPEL YOU TO BECOME A REGULAR DONOR?

Incentives (Invitations to events/galas, drawings)

Personal affiliation with organization

Other

Personal experience or affliction

Already a regular donor

Prefer one-off donations/supporting many charities

Don't know

Passion about organization's mission

Proving impact/info on use of funds

Nothing

Improvement in finances

0% 5% 10% 15% 20% 25% 30% 35%

Drivers to Become a Regular Donor


Supporter

motivation

THE START OF THE JOURNEY

Charity produc

t


“People don’t know what they want until

you show it to them”


Supporter

Motivation

THE RELATIONSHIP WITH A LARGER ORG

Charity

Warm Cash Appe

al

E Cam-paign

s Cam-paign

s

Work-place

EventsCom

munity

Merchandi

se

Regular

Giving

Major Givin

g

Volun-

teering

Silo Ask

Silo Ask

Silo Ask


VS

Legator

Major Donor

High Value

Member/ Recurring

Donor

Social Media engaged

Member of Public

Influencer – social media, political, other

VolunteerAsker

Year Reunion OrganiserAdvisory Committees

Event fundraiserDifferent kind of patrons

Article writing


Supporter

motivation

THE VIRTOUS RELATIONSHIP

Charity

Warm Cash Appe

al

Social Medi

aCam-paign

s

Work-place

EventsCom

munity

Merchandi

se

Regular

Giving

Major Givin

g

Volun-

teering

Next year

Now

Also next year


MOTIVATION FACTORS “People don’t know what they want until

you show it to them”


GREAT SUPPORTER JOURNEY?

Translate the chaos of many

motivations into their best long

term relationship


• State of the NFP Industry:• http://

www.blackbaud.co.uk/files/bbe/SONI/SONI2012_report.pdf

• Blackbaud Industry Research:• https://

www.blackbaud.com/nonprofit-resources/industry-research.aspx

• Supporter Journey book and more:• https://

www.blackbaud.com/desktopreference

• Insights from Michelle de Souza• Insights from Dawn Varley

LEARN MORE

http://www.blackbaud.co.uk/files/bbe/SONI/SONI2012_report.pdf



https://www.blackbaud.com/nonprofit-resources/industry-research.aspx



https://www.blackbaud.com/desktopreference




MICHELLE DE SOUZAHead of Customer Relationship Marketing and Group Database, AgeUK

Point 1

Mythical

Imaginary

Fairy tale

Legendary

What do you think they want?

What will you actually send them?

The customer experience fairies

Point 2

Is everyone in agreement with what constitutes the ideal Supporter /Customer Journey ?

Point 3

The Age UK way !

Point 4

Benefits versus the down-side of embracing this methodology

Discuss


DAWN VARLEYDirector of Marketing and Fundraising, League Against Cruel Sports


Dawn Varley - Director of Marketing & Fundraising

Halifax Building Society – Customer Services

The Vegetarian Society – Admin/Senior Admin/Membership Officer

WaterAid – Database Manager

Ethical Consumer – Office Manager

Christian Aid – Data Development Officer

Oxfam – Charity Shop Manager (!)

Purple Vision - Consultant


Why does my journey matter in terms of a ‘supporter journey’?

It’s made me the relationship fundraising, data-based geek that I am

(All essential components for someone embarking on a supporter journey programme)

And you can be one too!

Here’s how…


To build a supporter journey you need…knowledge.

This means you know• Who you are & what you want to do, eg WaterAid – safe water and

sanitation to the developing world• Your audiences – who is likely to be interested in your cause• Your supporters – how do audiences translate into supporters?• Your products – what do you have to offer to supporters• Your systems – what you have to make all this come together• Your people – supporter journeys don’t build themselves, and are

never sustainably built in silos.


With that knowledge you build your Supporter Journey…

…and the key thing to bear in mind is you are wanting to grow Joe Public from a casual browser of your wares to a fully fledged VIP Club member.

So how do I do that a my new job?

How do I put my own theory into practice?


Current Situation• 88 years campaigning on one main issue – hunting• Perception that our work is done – Hunting Act 2004• Heavily reliant on legacy income• Ageing database (see above!)• Primary aim is to campaign – action before money

Need to translate this into:• Varied message to sell to the public – cruel SPORTS not sport!• Easily packaged campaigns – RG products for sustainable income

streams• Robust case for support – don’t just campaign, GIVE.• Relationship fundraising – show impact, give thanks


In short I need to…

…turn heartland campaigners into heartland supporters. A well thought out and executed supporter journey can help you do that.

And as a bonus, analysing the supporter journey can help you refine it going forward, and provide valuable insight into who your supporters are, what they want – and how you can find more.

BUT none of this is possible without data, fundraising and communication products, supporting systems and engaged staff. All working to a wider fundraising strategy.

Thank You [email protected] @nfpdawnv


Q&A


NEXT STEPS

• Complete the feedback survey that will be emailed to you post event to receive a copy of these slides.

• Keep discussing and networking

• We invite you to get in touch if you need help perfecting your donor journeys.

Phone: 0207 921 9600

Email: [email protected]

Website: www.blackbaud.co.uk

mailto:[email protected]

http://www.blackbaud.co.uk/