2011 webcast for sage nonprofit "enhancing the donor experience"
DESCRIPTION
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.TRANSCRIPT
Creating Loyalty Through Experiencewww.customerexperience101.blogspot.comTwitter: bridgetlbrandt
Bridget L. Brandt
About me
https://about.me/bridgetlbrandt
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)
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.)
IdentifyEvaluateEnhance Real World Examples
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
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
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
IdentifyEvaluateEnhance Real World Examples
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
Enhancing Experience in the Real World
IdentifyEvaluateEnhance Real World Examples
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
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
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
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
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/
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
charitywater.org Does it deliver?
1. Impact 2. Success3. Details on org4. Accountability
Best Practices—Progress Bar, Interesting Donation Page
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
Thank-you!
Bridget L. Brandt Director of Marketing, Nonprofit Solutions
Sage Business [email protected]
SLIDES ARE AT:
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