mystery shopping for fundraising · 2019-09-01 · mystery shopping for fundraising – diy guide...
TRANSCRIPT
Mystery shopping for fundraising – DIY guide
Aim- to provide a concise and practical mini
toolkit to enable delegates to carry out a
simple, targeted mystery shopping programme
which assesses the key elements of
stewardship and supporter care in their enquiry
and donation processes.
Sue Morgan
Getting to know you
Session outline
• Outline of the process and what resources are
needed
• Working with the mystery shoppers
• What questions to ask and designing the
feedback
• Analysing and using the results
Benefits of mystery shopping in charities
• Monitored and measured service performance • Improves supporter loyalty • Makes employees (and volunteers) aware of what is
important in supporter care and stewardship • Identifies training needs • Can allow for competitive analysis between locations • Ensures positive relationships when in direct contact
with supporters • Raises standards of service delivery • Objective analysis • Backs up decisions for change
A mystery supporter project to assess fundraising stewardship
-Enables assessment of supporter enquiries and cash donations plus initial follow through phone, post and online.
-Methodology, feedback questions, summary report and some benchmarks to assess performance included.
Process P
lan
nin
g What do you want to know?
Agree timeline
Plan type and number of mystery shops
Op
erat
ion
al
Recruit the mystery shoppers
Carry out the mystery shops
Collate feedback A
nal
ysis
an
d r
epo
rtin
g Review feedback
Produce a report
Create follow up action plan
Share with team
Suggested activity plan
Activity Channel Number
Enquiry Telephone 2
Online/Email 2
Post 2
One off donation ( £10)
Telephone 2
Online/Email 2
Post 2
Suggested enquiries /information requests.
• I am thinking of doing some fundraising to support you – do you have any suggestions?
• I would like to make a donation but am not sure what is the best way to do this?
• If I make a donation, what will the money be spent on? • Please will you send me some information about your
charity to help with my fundraising? • I have some jewellery/pictures to donate – would you
be able to sell them? • I want to do a sponsored run/walk – do you have any
which I can take part in?
Donation
Resources
• Project Manager – organised, methodical & analytical
• Up to twelve mystery shoppers for one batch of activity ( based on this example)
• Donation fund of at least £60 plus funds to pay mystery supporters where necessary
• Spreadsheets
• Feedback forms
Example timeline Task Week 1 &
2 Week 3 & 4
Week 5 & 6
Week 7 & 8
Week 9 & 10
Week 11 & 12
Recruit & brief mystery supporters
Carry out tasks
Wait for follow up
Submit feedback
Analyse and create report
Prepare action plan
Follow up with team
Mystery Shoppers
Mystery shoppers-specification
• Not on database/ not recognisable to your charity
• Different person for each donation or where follow up needed (can do multiple anonymous enquiries)
• Able to write concisely and clearly
• Observant and objective
• Has IT equipment/ phone
• Available when needed in your plan
Mystery shopper briefing
• Can be verbal but must follow up with clear written guidelines on the task
• Include specific timings for the task and feedback
• Notes and guidance on submitting the feedback form
• Contact details for queries
• Payment/expense claim information if necessary
Instruction example • The task: • Enquire by email on ways to support the charity through organising or taking part in a local
fundraising event e.g. organising a coffee morning for the charity, or taking part in a local event organised by the charity, such as a 5k run.
• Please send the email to (provide address) and the activity must be carried out between 1st and
15th September 2016 and the email should be sent during working hours. • Reporting Back • The feedback form must be completed by .(insert date). Make sure you review the form before
you start the task so that you can assess all aspects which are required. • Keeping track of the info • It is up to you how you keep track of what and when you receive from your charities but it is really
important that you log and record the details of all contact and also keep hard copies of any mailings etc. Note, you must agree to receive follow up communications so we can assess what was provided to you.
• If you are unsure of anything or have any queries please email me or call on (insert telephone)
Process recap P
lan
nin
g What do you want to know?
Agree timeline
Plan type and number of mystery shops
Op
erat
ion
al
Recruit & brief the mystery shoppers
Carry out the mystery shops
Collate feedback A
nal
ysis
an
d r
epo
rtin
g Review feedback
Produce a report
Create follow up action plan
Share with team
Feedback
What to assess
What to assess- suggestions • Initial response times • Enquiry resolution success • Knowledge of staff who responded • Thanking – timing and opinion of supporters • Quality of signposting • Banking – timing • Gift Aid • Compliance with required communication preference
statements • Communication style of staff who responded • Supporter impressions
Type of Questions • Details of the date and
time of the mystery shop
• Names of any individuals who responded
• Ratings 1 to 5 to focus decisions
• Limit narrative
• Use Yes/No where possible to check specifics
Sample Form
What does it tell you?
Measuring Success
What you will know • Response times – enquiries, banking, thanking • % of contact dealt with by the first person • Ratings on staff knowledge, communication skills and
listening skills – individual and collectively • Satisfaction ratings • Supporter impressions- appreciation levels, process,
positive impression of charity • Thanking effectiveness • % of Gift Aid • Compliance with communication preference
requirements
What does it tell you?
Comparators: sector strengths and weaknesses
ENQUIRY HANDLING
• Mail weakest channel
• Telephone strongest
• Common issues: failure to respond, not fully answering the question, time to respond, passing on.
DONATIONS
Mail weakest channel
Initial processes strong
Online strongest for one off donations and telephone for regular giving
Channels- donations, overall satisfaction scores out of 5
3.65
3.7
3.75
3.8
3.85
3.9
3.95
4
4.05
4.1
4.15
4.2
Online Telephone Mail
Channels
• Mail weakest, let down by issues of signposting and speed and occasional failure to respond.
• Online strongest but the only one where the follow up was weaker than the initial access rating
• Telephone can be very varied with inconsistent skills and service levels experienced
Overall supporter impressions
82% 77%
66%
60% 57%
53% 52% 49% 48%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The charitymade it clearwhat I had to
do
The processwas easy and
simple
I understoodwhere my
moneywould be
spent
I feltappreciated
It made mefeel positive
about thecharity
I wouldrecommendthis charityto others
I felt I wasresponded to
as anindividual
I feltinvolved
I would belikely to
continue tobe a
supporter
The charitytreated mebetter than
expected
Common supporter care KPI’s to measure results against
• % of calls answered 95%
• Calls answered within 5 rings or 20 seconds
• Thanking – letters within 3 days
• Emails responded to within 24 or 48 hours
• Banking within 3 days
“ People will forget what you did, people will forget what you said, but people will never forget how you made them feel” Maya Angelou