2011 webcast for sage nonprofit "enhancing the donor experience"

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1 Creating Loyalty Through Experience www.customerexperience101.blogspot.com Twitter: bridgetlbrandt Bridget L. Brandt

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This presentation shares tips and techinques designed to increase donor loyalty and engagement. It highlights examples for improvement at various touchpoints including direct mail, email, social media, volunteers, and employees.

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Page 1: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Creating Loyalty Through Experiencewww.customerexperience101.blogspot.comTwitter: bridgetlbrandt

Bridget L. Brandt

Page 2: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

About me

https://about.me/bridgetlbrandt

Page 3: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Sage, 30 years of experience

Over 32,000 Unique Not-For-Profit Customers in North America

6.1 Million Customers Worldwide

3rd largest ERP solution provider to businesses worldwide

The Sage Group, plc. (London: SGE.L)

Page 4: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Agenda

• Identify your current donor experience• Evaluate your current donor experience• Enhance your current donor experience• Strategy & Planning• Real World Tips and Techniques

(Yes, it is that simple.)

Page 5: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

IdentifyEvaluateEnhance Real World Examples

Page 6: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Treat customers like we would like to be treated

Program consists of many elements:

1. Series of e-mails and direct mails designed to help new customers be successful.

2. Annual thank-you programs

3. “Love Bombs”

4. Making decisions that replicate how we would want to be treated.

Results:

4X the revenue for customers in the program.

Our Program IdentifyEvaluateEnhance Real World Examples

Page 7: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

So…what is your experience like today?

Do you really know what it is like to work with your organization?

You should.

IdentifyEvaluateEnhance Real World Examples

Page 8: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

How to Identify & Evaluate Your Experience

1. Get more information– Act like a donor/customer– Get someone else to act like a donor– Listen to your staff and volunteers– Survey-See appendix for tips– Research-Understand your current donors

2. Examine all of your touch points

3. Be honest when you evaluate yourself and don’t punish people for that honesty.

4. Accept the truth

IdentifyEvaluateEnhance Real World Examples

Page 9: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

IdentifyEvaluateEnhance Real World Examples

Page 10: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

How to Enhance Your Donor Experience

1. Establish a plan after you understand the value of the base.• What are you trying to solve for? Recurring gifts, new donors,

loyalty, etc…?

2. Consider a pilot – to provide proof of concept.

3. Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy.

IdentifyEvaluateEnhance Real World Examples

Page 11: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

IdentifyEvaluateEnhance Real World Examples

Page 12: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

Employees: 92% of loyal employees will go above and beyond the call of duty**

**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf

Attitudes1.Development

opportunity

2.Employee focus

3.Job quality

4.Brand

5.Reputation

Experiences1.Fairness at work

2.Care and concern

3.Trust in employees

4.Feelings of accomplishment

5.Satisfaction day-to-day

Top Five Drivers of Loyalty

IdentifyEvaluateEnhance Real World Examples

Page 13: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

Volunteers: They are you.

Make sure they understand they represent you & what that means.• Provide talking points, not

scripts• Provide them with the tools they

need to share our story • Be available, open, and honest

IdentifyEvaluateEnhance Real World Examples

Page 14: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

Mailings: Are your mailings making an impression?• Be Interesting• Think about “What’s in it for me?”• Engage, do something that creates the need for participation

Social Media: What are you doing with it? What are your donors doing with it?

• http://www.youtube.com/watch?v=5YGc4zOqozo• http://www.youtube.com/watch?v=4-94JhLEiN0• http://www.youtube.com/watch?v=LHGuofPUnLo

IdentifyEvaluateEnhance Real World Examples

Page 15: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Facebook Reveal Page

Facebook Donation Widget

IdentifyEvaluateEnhance Real World Examples

Enhancing Experience in the Real World

Others doing this well:http://www.facebook.com/Tortuga.Day.Spa.and.Salon

Page 16: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real WorldIdentifyEvaluateEnhance Real World Examples

Tips:• Be interesting• Use pictures• Use Hootsuite

Want more info and stats: http://favoritethingsforacause.wordpress.com/2011/06/04/very-few-charities-are-taking-advantage-of-social-media-fundraisers/

Page 17: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

Website: Does your website share your mission and bring in donations? Is it Viral? Can it be Shared?*

– Tips: • Only 43% of websites include a description of the nonprofit

organization’s goals and objectives • Only 4% of nonprofit Web sites state on their home pages

how they use donations. • In 17% of the sites people were unable to find where they

could make a donation.• Make it easy to donate online—one click.

• Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/• *Data provided by Internet research firm Nielsen Norman Group

IdentifyEvaluateEnhance Real World Examples

Page 18: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

charitywater.org Does it deliver?

1. Impact 2. Success3. Details on org4. Accountability

Page 19: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Best Practices—Progress Bar, Interesting Donation Page

Page 20: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Enhancing Experience in the Real World

Things to remember:• Do what you say you are going to do!

“There’s a disconnect between what organizations

say and what they do.”• Enhancing experience is “easy” think about what makes

working with your organization effortless and then make it happen.

*The Customer Experience IQ (CEIQ) study, conducted jointly by Vovici and CGA

IdentifyEvaluateEnhance Real World Examples

Page 21: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

  

Thank-you!

Bridget L. Brandt Director of Marketing, Nonprofit Solutions

Sage Business [email protected]

SLIDES ARE AT:

Page 22: 2011 Webcast For Sage Nonprofit "Enhancing the Donor Experience"

Added Value: Survey Tips

• Don’t over survey your customers• Make a plan—how many people in your organization are surveying?

Centralize the process.• Write a short questionnaire • Use simple words • Relax your grammar • Assure a common understanding –Don’t use terms specific to your

organization• Don't write leading question- You want honesty, to truly identify• Don't make the list of choices too long • Avoid difficult concepts • Avoid difficult recall questions • Put your questions in a logical order • Pre-test your survey • Cover memo or introduction- tell them why you are surveying• Use some open ended questions-You want to provide an opportunity

to tell you more, good and bad.

IdentifyEvaluateEnhance Real World Examples