donor motivations & f2f...

Donor motivations & F2F supporters

Chris Keating

Insight Conference 2019

What we’ll cover

• What drives emotional loyalty and attrition behaviour?

• How do you gain quantitative insights into donor motivation?

• How important is the quality of fundraising interactions, compared to demographics and relationship to the cause?

• How do you apply this to a real-life fundraising programme?

Business problem…

Insight problem

The story so far

• Stories and proposition from qual research

• Demographics (age/wealth) from Mosaic

• Internal information (age/tensure)

• Commitment / satisfaction / trust from About Loyalty

RetentionIntention to continue

Commitment

Satisfaction

Trust

TenureFinancial comfort

Age Gender

The quantitative picture…

3.35

2.85

1.41

1.00

2 3 4 5

Relative attrition based on response to "Intent to Continue"

Next steps: Inspirations…

• Relationship Fundraising 3.0: what lies BEHIND commitment, satisfaction and trust?

• How could we approach measuring quality of fundraising interactions?

What lies behind commitment, satisfaction and trust?

I support the National Deaf Children’s Society because…... because I feel sympathy for deaf children and their parents

... to learn more about the work the National Deaf Children's Society does

... because I put others' needs in front of my own from time to time

... because I feel it's important I show my support for the National Deaf Children's Society

... because I think highly of the people who support the National Deaf Children's Society

... because being a supporter of the National Deaf Children's Society is part of who I am as a person

... because I often get upset or angry about the problems deaf children and their families face

... because the National Deaf Children's Society is an uplifting cause for good

... because the National Deaf Children's Society has had an important impact on me, or someone I know

I support the National Deaf Children’s Society because… Total agree or strongly agree %

... because I feel sympathy for deaf children and their parents 87

... to learn more about the work the National Deaf Children's Society does 46

... because I put others' needs in front of my own from time to time 69

... because I feel it's important I show my support for the National Deaf Children's Society 65... because I think highly of the people who support the National Deaf Children's

Society 59... because being a supporter of the National Deaf Children's Society is part of who I

am as a person 53... because I often get upset or angry about the problems deaf children and their

families face 51

... because the National Deaf Children's Society is an uplifting cause for good 84

... because the National Deaf Children's Society has had an important impact on me, or someone I know 30

“I get angry and upset about the problems deaf children and their families face ”

“because I feel sympathy for deaf children and their parents”

“the National Deaf Children’s Society is an uplifting cause for good”

“Important to show my support for the National Deaf Children’s Society”

Commitment

Satisfaction

Trust

“supporting NDCS is an important part of who I am as a person”

What do we do with this?

• Stop telling our supporters facts about what we do, and focus on their emotions and needs!

• Through a review of our thanking and continuous updates to our supporter journey communications

Before…Uplifting

Understanding

(Perceived risk)

After

Compassion

Showing support!

Uplifting

(Perceived risk)

Fundraiser Quality

Intention to

continue

Satisfaction

Fundraiser didn’t put me under pressure

Age

Fundraiser was clear it was a monthly Direct Debit

Fundraiser was passionate

Retention

What do we do with it

• Feed this in to our fundraiser training

• Feedback surveys for new supporters

• We now know we are measuring leading indicators

• Unexpected benefit: Lots of positive feedback about the fundraisers!

Cause and effect in fundraising

What we’ve covered

• What drives emotional loyalty and attrition behaviour?

• How do you gain quantitative insights into donor motivation?

• How important is the quality of fundraising interactions, compared to demographics and relationship to the cause?

• How do you apply this to a real-life fundraising programme?

Thank you!Linkedin: chrisjkeating

Twitter: @chriskeating

Email: chris.keating@ndcs.org.uk

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