the donor journey: a step-by-step guide to lifecycle marketing for your nonprofit
DESCRIPTION
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with: hands on examples of everything from customer experience to personalizing donor journeys a fool proof system for uncovering, cultivating, and soliciting existing and new donors how to implement a multi-channel presence best practices on the do's and donts' of creating a good supporter survey how to measure success of breakthrough fundraising results Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.TRANSCRIPT
THE DONOR JOURNEY A Step-By-Step Guide to Lifecycle Marketing for your Nonpro!t 24 July 2014 Presented By:
April 16, 2014 Slide 2
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Agenda
• Introduction of Speakers & Presentation • CX: Customer Experience Trends • CX: An Overview of Journey Mapping • From CX to DX – Designing Donor Journeys
– Step 1: Analyze & Identify – Step 2: Map & Improve – Step 3: Engage & Automate – Step 4: Measure & Manage
Slide 3 24 July 2014
Slide 4
Speakers
Heather McLean, Senior Fundraising Advisor, hjc Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle
Moderated by Paul St Onge, Business Development, hjc
Heather Brian
24 July 2014
CX: CUSTOMER EXPERIENCE TRENDS
24 July 2014 Slide 5
Customer Experience Journey Mapping
• Organizations which provide a compelling customer experience reap the bene!ts
• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator
• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor
24 July 2014 Slide 6
http://dschool.stanford.edu/student/doug-dietz/ 24 July 2014 Slide 7
Slide 8 24 July 2014
24 July 2014 Slide 9
{ The Experience } Journey Mapping the Patient Experience
24 July 2014 Slide 10
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI
… … …
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ON
STA
GE
EXPE
RIEN
CE
PEOPLE
THINGS
BACK
STA
GE
SUPP
ORT
Select a speci!c customer to map
SOFIA
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING
TECH
MRI MACHINE
DESK & COMPUTER CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
CREATE INITIAL MAP Attitudes, Behaviors and Experiences
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI
… … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI
… … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE FEEL BETTER
TAKE IMAGE
DEVELOP IMAGE
NEEDS
Roles & Processes POSITION PATIENT
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI
… … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding
NURSE
FEEL SAFE FEEL BETTER
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGE
http://dschool.stanford.edu/student/doug-dietz/ 24 July 2014 Slide 15
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI
… … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
DESIGN NEW EXPERIENCES Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO
CAMPING
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOM SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GOES THROUGH
MRI
… … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR DOUG IMAGING
TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL BACK-PACK!
SHE WAS FRIENDLY J
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
CAN WE DO IT
AGAIN??
THIS PLACE IS
NEAT!
TODAY COULD BE
FUN
LAYS DOWN IN MACHINE
LISTENS TO CRICKETS …
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
FEWER STAFF NO DRUGS IMAGING
TIME ↓ ↓ SIDE
EFFECTS
CX: CASE STUDY CITIBANK MOTOROLA SOLUTIONS INDIGO SUN LIFE TUFT’S MEDICAL UNIVERSITY OF TEXAS AT DALLAS BC CHILD PROTECTION SERVICES
24 July 2014 Slide 19
DESIGNING DONOR JOURNEYS
24 July 2014 Slide 20
Lifecycle Marketing
You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
24 July 2014 Slide 21
Content Creation
You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.
24 July 2014 Slide 22
Personalization & Context
As you learn more about your donors over time, you can better personalize your messages to their specific needs.
24 July 2014 Slide 23
Multi-Channel Presence
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
24 July 2014 Slide 24
Channel Ecosystem No silver bullet: future is integrated
Work place
Retail giving
Check in the mail
Mobile
Social media
Online
Crowd funding
Text/ SMS
Peer-to-Peer
Transactional Outreach Engagement
Direct mail
Website
Volunteer/Meetups
Monthly giving
Directed giving
25 24 July 2014
Integration
Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time.
24 July 2014 Slide 26
Data & Systems Matter
• CRM Solution is Must. • Data Integration is Must. • Marketing Automation Capability is a
Must.
24 July 2014 Slide 27
The Customer Lifecycle PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1!
2!
3!
4!
5!
6!
7!
8!
SELECT BUY OWN Support & Serve Market & Sell
Oracle has the most complete CX portfolio available
“Short-term fundraising is focused on need over and over again. Great fundraising is focused on emotional glow over and over again.”
- Alan Clayton
24 July 2014 Slide 30
Donor Satisfaction Depends On:
• Quality of service • How committed the donor is to your
values / mission • Emotional connection to your work • Con!dence in how they money will be
spent
Understand the donor journey begins before the !rst gift!
24 July 2014 Slide 31
Objectives: • De!ne a clear strategy for increasing the #ow of donor information and support within the charity, with clear measures for success
• Build deeper relationships with donors and become more empathetic to donors
• Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication
• Maximize long term value from donors
24 July 2014 Slide 32
Step 1: Analyze & Identify
a. Start with your database b. Look at your analytics c. Solicit feedback through surveys d. Build pro!les / personas
24 July 2014 Slide 33
Why a database audit?
• Benchmark • Identify Trends • Identify Pain Points • Identify Opportunities
24 July 2014 Slide 34
Analytics Review • Google Analytics
– Top Referrals – Audience Demographics – Keyword Performance
• Facebook Insights – Audience Demographics – Popular Posts
• Email Analytics – Popular Content & Clicks
• Alexa.com – Competitor Web Analysis
24 July 2014 Slide 35
24 July 2014 Slide 36
Other Valuable Reports:
24 July 2014 Slide 37
Supporter Surveys
24 July 2014 Slide 38
Here’s where I go on my rant against anonymous surveys!
A Good Supporter Survey Should: ü Collect demographic information ü Collect information on giving potential and
interests ü Collect information on !rst interest and
interaction with your charity ü Find legacy bequests ü Collect information on communication
preferences ü Integrate back into your CRM for future
marketing opportunities & segmentation ü Help you build pro!les / personas
24 July 2014 Slide 39
Online Sample • Sent to 57,400 donors • 3 key segments: • Monthly, Active &
Lapsed – 5,530 responses
(response rate of 11%) – Raised $7,574
• Reactivated 30 donors • Found 85 expectances
and 292 legacy leads
24 July 2014 Slide 40
And the mail will pay for itself…
<Salutation>
We want to thank you for your generosity to the Ontario SPCA and for being such an important friend to the animals right here in <community name> and across the Province. Without your TRIGGER PHRASE: long-term support, we could not do the work we do to protect animals and promote animal welfare.
Our supporters often tell us that they want us to keep them up-to-date on our news, activities and upcoming events, on a regular basis.
That’s why we’ve created Between Friends, a completely new publication exclusively for our valued donors and supporters – and I’m excited to enclose your personal copy of the !rst issue.
News, views, events and more, just for you.<Salutation>, you’ll receive Between Friends twice a year, and every issue will be packed with facts and information about how your donations work for the animals.
You’ll !nd news updates and our latest statistics, read about the people working on the frontlines of animal welfare, hear from other donors just like you, learn about upcoming events in <community name> and across Ontario. You can browse feature articles and learn about how our community partners are contributing, as well.
If you received Animals’ Voice, our o"cial magazine, in the past, you may be wondering how it’s di#erent from Between Friends.
Animals’ Voice is designed for anyone who wants to know about the work we do in our more than 50 communities throughout Ontario. Between Friends is exclusively for special people like you, who have demonstrated their friendship and commitment to the animals in a very real way.
Now that we have created Between Friends, we will be changing the focus and frequency of Animals’ Voice and will no longer be mailing it to our supporters and donors. However, you can still !nd it online at ontariospca.ca/xxxxx.
We value you and your support.If you’re wondering why Between Friends is exclusively for you, the answer is simple. Over 90% of the funding we need to do our work comes from individual donors and Ontario SPCA supporters just like you.
Please see over...
<Addressee>
The enclosed copy of Between Friends is just for you. Please enjoy it, and then take a few
minutes to tell us what you think.
Your answers will remain strictly confidential. Thank you for taking the time to complete this survey! We truly appreciate your feedback. We will use this information to enhance our relationships with all of our supporters.
Join Our Monthly Givers! Yes, I want to become a Monthly Donor and help the animals even more!
Donation Options I’ve enclosed a blank cheque marked VOID. I authorize the Ontario SPCA to deduct the amount I have speci!ed from the account number on the cheque, on the 1st day of each month.
Signature: Date:
9. There are many ways to support the Ontario SPCA. Please let us know if you have heard of AND are interested in learning more about any of these opportunities (check all that apply):
Making a gift in honour, on behalf of, or in memory of a loved one or a pet. Organizing a community fundraising event Collecting donations through a personal webpage Workplace giving
Corporate donations, sponsorship or cause marketing Supporting the Ontario SPCA through a gift of stock or securities Buying products or using services that support the Ontario SPCA
Supporting the Ontario SPCA in lieu of a gift to loved one (alternative gift giving) Supporting the Ontario SPCA through a convenient monthly gift Promoting the Ontario SPCA online (via e-mail and social networks)
10. Over 90% of our funding comes from generous supporters like you, we’d like to ensure the donation process is as convenient as possible. What’s your preferred method of making your donations (please check one)?
Through the mail On the website
In person through at a Ontario SPCA branch On the telephone
Through bank transfers/direct debit Via PayPal
11. How many times have you visited an Ontario SPCA location (branch or affiliate)? Once A couple times
Three to ten times So many times that I’ve lost count
I have never visited
Please check here if you would like someone to follow up with you to discuss the feedback you have provided. Preferred method of contact: phone e-mail
Telephone Number: ( ) E-mail:
Please charge my credit card on the 1st day of each month: i a e
Card No.: Expiry Date:
Tel.: Signature:
E-mail:
To increase our fundraising effectiveness, the following questions will help us understand who are donors are, and make it easier to find other donors like you. Your answers will be kept strictly confidential.
12. Could you kindly provide your age range?
Under 35 35 to 44 45 to 54 55 to 64 65 to 74 75+
13. What is your marital status? Married Single (never married) Widowed Separated Divorced Partnered I prefer not to say.
14. What is your annual household income range?
Less than $60,000 $60,001 – $80,000 $80,001 – $100,000 $100,000 – $200,000 $200,000+ I prefer not to say.
15. How likely are you to keep giving to the Ontario SPCA?
Very likely Somewhat likely Somewhat unlikely Not likely Unsure/don’t know
16. How likely are you to recommend the Ontario SPCA to family and friends as a good choice for them to support?
Very likely Somewhat likely Somewhat unlikely Not likely Unsure/don’t know
17. We value feedback from our supporters and want to take this opportunity to find out how you think we are doing. Please tell us what you think.
My monthly gift will be: $15 $25 $30 Other : $You may change or cancel your contribution within 30 days by calling toll free at 1-888-668-7722 extension 321, just ask for Cathy or Maggie
You have the right to receive reimbursement for any debt that is not authorized or is not consistent with this PAD agreement. Please visit www.ontariospca.ca for more information. For more information about our privacy practices, e-mail [email protected] or visit www.ontariospca.ca. In order for Ontario SPCA to raise more funds, we may trade names with other charities. If you do not wish to have your name traded, please check here .
12-031_P2-Letter-Survey_14.indd 1 5/9/12 3:44:13 PM
24 July 2014 Slide 41
Build Pro!les / Personas
Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups."
24 July 2014 Slide 42
PERSONA 1 Name:
Who:
What:
Biggest Challenges This Year:
Notes:
Hopes/Dreams/Aspirations:
24 July 2014 Slide 43
Step 2: Map & Improve
a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to
Succeed
24 July 2014 Slide 44
Team Facilitation
• Good to have outside party / consultant facilitate
• Invite anyone who ‘touches’ the donor – events, service, direct marketing, donor services, advocacy
• Set-up your journey mapping canvas…
24 July 2014 Slide 45
Sample Journey Plan
24 July 2014 Slide 46
Improve & Innovate
• Identify “moments that matter” for each of your donor personas / segments
• Create content that will help build a deeper bond with your donor at that moment
• Ensure that your communications feel like a journey, not a million different marketing messages
24 July 2014 Slide 47
Build Infrastructure & Processes
• Look at the ‘on stage’ and ‘back stage’ people and things needed to create your journey
• Review current structure, culture and skills and align to new journey
24 July 2014 Slide 48
Step 3: Engage & Automate
a. Draft communication plan b. Automate the plan c. Hyper-personalize the plan
24 July 2014 Slide 49
Features of the right software:
• Lead nurturing, scoring, and tracking • Email and landing page creation • Closed-loop reporting • CRM integration
24 July 2014 Slide 50
Step 4: Measure & Manage
a. Identify & track KPIs b. Test your assumptions c. Build a feedback loop d. Iterate & improve
24 July 2014 Slide 51
KPIs to track:
• Time to 1st gift, 2nd gift, monthly gift, etc. • # of gifts, average gift • Retention rate • Channel migration • Engagement factors: inbound
communications, clicks, opens, downloads, subscribes, shares, comments
24 July 2014 Slide 52
Lasting change doesn’t happen overnight… • Reshaping donor communications is a
long term investment. • Take a couple of months to gather
information about your donors. • At the same time, review your current
communications. • Then, meet with the team to discuss the
results and develop a plan for a new donor journey.
24 July 2014 Slide 53
Start small…
• You’re already managing multiple projects, events and initiatives; pick one or two things you can change now and slowly add in other changes.
• Realistically give yourself 6 months to a year to implement the whole plan.
• A slow and steady pace will help keep you and the team on track.
24 July 2014 Slide 54
Thank You!
• Connect with us at: – [email protected] – [email protected] – [email protected]
• Additional resources – http://designingcx.com/ – http://hjcnewmedia.com/ 24 July 2014 Slide 56