Donor Journeys: Maximising your donors potential

Scott NicholsonCancer Council Victoria

A typical supporter??

What do these supporters have in common?

Other than an interest in supporting cancer research, prevention and support….

NOTHING!

So why would we talk to them the same

We have so many communication options available…

So why not use them??

Let’s not forget why we do this

Have a plan for every donor

• KNOW YOUR DONOR! How did they donate – online, offline, merchandise, peer to peer When, how much, how often?? Base your ask strategy around this

• What’s your ultimate goal for the donor – Bequests? Regular Giving? Event host? Community fundraiser

• How are you going to get them there?

An example of a donor journey

And a regular giving donor journey

Community fundraiser

Regular Gift TM conversion

Within 9 months of event & 6 weeks of last contact

Final call for donations

Remind supporter to put out one last shout out post-

event

Email – 1 week later

Pre event good luck

Phone/email/Facebook –week of fundraiser

Online registrationWelcome & support

Phone/email - immediate

Fundraising pack

(posters, media tips, FAQs)

Mail – within 2 weeks

Pre event check in Progress, offer support

Phone/email

Post event debrief

Thank you, What worked well, learnings

Phone/f2f - 2 days after fundraiser

Share story

Ask supporter to share experience and photos

Phone/email – 2 weeks after fundraiser

Thank you/ acknowledgement

Letter/certificate/morning tea/research award

Post – 4 weeks after event

Monthly

e-newsletter

End of year survey VIP function

Meet the CEO and researcher

CONVERT

Join RG donor journey

(try get comm fund referrals)

DON’T CONVERT

Test different asks – one off donations, referral for

friends to fundraise

Remember your manners!

• Please please say Thank You!

• Send the message from someone else- Program staff- Case study

• Choose your channel

Share your work

• So many stakeholders are involved- Donation processing- Data entry- Phone staff

• Your job is to educate

Our donors Vs Your donors

• Let the donor know how else they can help your cause

• A donor supports your cause not a single product – no one “owns a donor”

• Cross promote your products to your supporters

How do I cross promote

• Know your database and use it to influence your asks.

• Don’t “spring” an ask on anyone

• TEST TEST TEST!!

Key messages

• Know your database inside and out.

• Have a plan for all of your donors

• Remember to inform and thank your donors

• Donors give to your cause not your program or product

Thank you!