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Introduction
Stephen Mally FFIA CFRE ü Professional experience ü FIA engagement ü FundraisingForce ü @FraisingForce
- #includeacharity
GIFTS IN WILLS - DATA AND TECHNOLOGY MATTER STEPHEN MALLY FFIA CFRE - - PowerPoint PPT Presentation
GIFTS IN WILLS - DATA AND TECHNOLOGY MATTER STEPHEN MALLY FFIA CFRE - - PowerPoint PPT Presentation
GIFTS IN WILLS - DATA AND TECHNOLOGY MATTER STEPHEN MALLY FFIA CFRE Introduction Stephen Mally FFIA CFRE Professional experience FIA engagement FundraisingForce @FraisingForce #includeacharity What We Will Cover Our agenda
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What We Will Cover
Our agenda today, includes: ü Why technology matters? ü Why data matters? ü Mistakes Australian charities make. ü Top action items. ü Planning for a typical bequest marketing effort. ü What to track. ü Results of tracking. ü Final thought.
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WHY TECHNOLOGY MATTERS?
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Why Technology Matters
Technology. ü Your CRM is your organisation’s #1 investment. ü Coordinate efforts across organisation. ü Save time and resources. ü Drive effectiveness and engagement. ü Increase focus/make decisions.
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WHY DATA MATTERS?
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Why Data Matters
Data. ü Your data is your organisation’s #1 asset. ü Allows you to segment existing donors. ü Investigate prospective donors. ü Interpret history. ü Test messaging. ü Benchmark against other NFPs.
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Why Data Matters
Data. ü Create a data-led culture. ü Make decision based on data, not based on a gut feel. Collect Data Analyse Data Make Decisions
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MISTAKES AUSTRALIAN CHARITIES MAKE
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Mistakes Australian Charities Make
Top technology mistakes. ü Lack of investment in a top-rated CRM. ü Acquiring a CRM which does not match organisation’s requirements. ü Acquiring a CRM which does not integrate with other tech solutions. ü Lack of overall respect for data.
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Mistakes Australian Charities Make
Top technology mistakes. ü Allowing data to be tracked outside of CRM. ü Lack of training/ongoing training. ü Deficient security settings in CRM. ü Expecting the CRM to “drive” itself.
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IN SUM –TOP ACTION ITEMS
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Top Action Items
Things you can action now. ü Search for a CRM which will work for you. ü Configure the CRM to…work for you. ü Manage the CRM appropriately. ü Invest in the CRM - ongoing. ü Track meaningful data.
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PLANNING FOR A TYPICAL BQ MARKETING EFFORT
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Planning for Typical BQ Marketing Effort
Who to involve in planning. ü Leadership. ü Major Gifts team. ü Supporter Services/data entry team. ü Anyone who answers the phone. ü Everyone who will be impacted.
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Planning for Typical BQ Marketing Effort
What to plan. ü Find a “home” for all data to be collected. ü Only collect meaningful data which you will use in the future. ü Collect data which can be used in segmentation. ü Collect data which can be measured.
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WHAT TO TRACK
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What to Track
Measure. ü The obvious:
- BQ Interested.
- BQ Intender.
- BQ Confirmed.
ü Age. ü Gender. ü Presence of children/grandkids. ü Survey responses.
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What to Track
Track. ü Any meaningful contact.
- Phone calls.
- Emails.
- SMS.
- Visits.
ü All global communication. ü Your ”moves”.
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RESULTS OF TRACKING
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Results of Tracking
Measure. ü Create a bequests score across your data set.
- Biographical detail.
- Engagement activities.
ü Use bequests score in segmentation, marketing.
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FINAL THOUGHT
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Final Thought
Not reinventing the wheel. ü Don’t put these things in the “too hard” basket. ü This stuff is easy.
- Invest.
- Track.
- Measure.
- Don’t give up.
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Thank you!
#includeacharity
Join the conversation
@FundInstituteAu @FundInstituteAu @includeacharityaus
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Stephen Mally, CFRE Director
stephen@fundraisingforce.com.au 7 www.fundraisingforce.com.au 7 0430 500 524 ( @FRaisingForce