donor experience...(html, css, seo, wysiwyg, blah, blah, blah) 10 best practice = what works for...
TRANSCRIPT
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Donor ExperienceWhen is the last time you truly walked in your donor’ shoes?
Rich [email protected]
@RichDietz
linkedin.com/in/richdietz
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Rich Dietz
20+ years working in and with nonprofits
Masters in Social Welfare (MSW) from UC Berkeley.
NonprofitRD.com wpCause.com
Nonprofit guy first, tech guy second
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Agenda
1. Introduction
2. The Donor Journey
3. Quick wins - Donor Journey
** Much more to come!
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This is not easy
“There’s no doubt that you’ll need to work harder than ever to cultivate strong relationships with your constituents if you’re going to compete effectively for donor dollars.”
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But you MUST start now
“The best time to plant a tree was
20 years ago. The second best time is now.” -
Chinese Proverb
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The Donor Journey Online Course(Free for all attendees)
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1. Introduction
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Mt. Rushmore of Fundraising?(Have definitely influenced my thinking and work)
PenelopeBurke
Tom Ahern
AdrianSargeant
SimoneJoyaux
(ZhaWHY-oh)
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What you talkin’ about Willis?(HTML, CSS, SEO, wysiwyg, blah, blah, blah)
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Best Practice = What works for your organization
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Isn’t “relationship fundraising” more effictive?Yes it is!
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Who here donates to charity?
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Now… close your eyes.
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Why? All the same… ho-hum experiences
More of a transaction – Shopping cart
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The statistics are very scary
of Donors feel their top charity
takes their preferences into
consideration.
(Abila Donor Engagement Study)
Only 52%
47% of Donors give up before
they’ve made a donation
because the process isn’t
intuitive or engaging
(nomensa.org)
of Donors give only one gift
(Donor Attrition Rate)
(2016 Fundraising Effectiveness Project)
54%
of Donors say they were
NEVER thanked for their gift.
(Nonprofit Donor Engagement Benchmark Study)
21%
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This all leads to poor results and low donor loyalty
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Are we having fun yet?
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Small changes lead to big improvements
(But it really helps to have a framework)
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The Donor Journey
Take the time to truly walk in our donor’s shoes
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2. The Donor Journey
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The “Customer” JourneyYour donors ARE having amazing experiences online
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Then they hit your site…
But Why?
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Why?We are using an old model… from OUR perspective.
TheFundraising
Cycle
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Instead, let’s think about THEIR experience
At ALL times.
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Treat them like “customers” and we might treat them better
“Fundraising is sales.You have a customer:
the donor.”
- Tom Ahern
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“You will get all you want in life, if you help enough other
people get what they want.”
- Zig Ziglar
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You are the guide on this journey
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The Donor Journey
A framework to think through each touchpoint
Donor Journey =
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The Donor Journey
A framework to think through each touchpoint
Content / Communication
WebsiteDonation
FormThank You Follow Up
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If done well…
Leads to the Holy Grail of fundraising - Donor Loyalty
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Engagement +
Amazing Experiences(at every stage of the journey)
= Donor Loyalty
Content / Communication
WebsiteDonation
FormThank You Follow Up
Influenced by Simone Joyaux
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Engagement
Getting them to take actions
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Amazing Experiences
Unexpected, unique, memorable, extraordinary
Vonage ad
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Donor Loyalty
Been talking about it for years… but hard to put into practice
Definition:
“the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”.
Also called – donor retention
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Real Life Examplesof Amazing Experiences
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Thank you phone calls
Twist – The teens made the calls
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Telling stories across channels
Even at live events
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Reduce Friction
In all aspects of giving
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3. Quick Wins on the
Donor Journey
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Communication:
Tell Better Stories
Content / Communication
WebsiteDonation
FormThank You Follow Up
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Always start with the “Why”
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Any “Why” will help.
Cut in line – 60% 93% with “because”
“Makin’Copies”
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Simon Sinek: How great leaders inspire action
(TED Talk)
“Why is compelling and gets action”
MLK and Apple
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Highlight the visual and the emotional
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Stories about individuals are more powerful
Eg./ Malaria
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Use the Cliffhanger
Tell your stories in episodes
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Website:
Most Wanted Response(MWR)
Content / Communication
WebsiteDonation
FormThank You Follow Up
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Most Wanted Response (MWR)
Who visits your site?
What are they looking for?
What do you need them to do?
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The Jam Study
Too many choices = No action
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Most Wanted Response (MWR)
www.bestieswithtesties.org
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Donation Form:
Reduce Friction
Content / Communication
WebsiteDonation
FormThank You Follow Up
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Reduce Friction
One click, shorter is always better
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Thank You:
Impactful Thanks
Content / Communication
WebsiteDonation
FormThank You Follow Up
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Show IMPACTThank multiple times throughout the year
“Donors define ‘oversolicitation’ as being asked to give
again before learning their first
gift had an impact”
- Penelope Burke
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Follow Up:
The Welcome Series
Content / Communication
WebsiteDonation
FormThank You Follow Up
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“The First gift from a donor is not money:
It’s attention”
- Tom Ahern
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The Welcome SeriesA series of emails automatically trigged by an event (signup, donate, etc.).
4Xmore OPENS
5Xmore CLICKS
Experian Research
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What’s Next?
AUDIT RULES• Ask them to complete
actions, then…
• Watch and listen
• NO interference
Donor Journey Audit
Get honest feedback
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3 Takeaways
Live the Donor Journey
Engagement + Amazing Experiences = Donor Loyalty
Test and take action
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The Donor Journey Online Course(Free for all attendees)
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Join me at the next session to go deeper on each step of the donor journey.
Fill out the evaluation survey!
Rich [email protected]
@RichDietz
linkedin.com/in/RichDietz