Helen Harris, Head of Supporter Services, Tearfund Paul Relf, - - PowerPoint PPT Presentation
Helen Harris, Head of Supporter Services, Tearfund Paul Relf, Fundraising Manager - Supporter Services, Princes Trust Vicky Johnson, Head of Supporter Care, Unicef The Princes Trust - Thanks a Million February 22 nd our first
V I C K Y J O H N S O N – H E A D O F S U P P O R T E R C A R E
A L R E A D Y S U C C E S S F U L L Y T R I A L L E D B Y U N I C E F A U S T R A L I A A N D U N I C E F N E W Z E A L A N D
Our 2014 Object
ectiv ives es:
donations and amount donated.
resolution and FAQ management
live chat tool in this way.
I N I T I A L T E S T I N G
now’ page using a split of Active chat and Passive chat boxes
trust to the site.
with a control group to truly test live chat’s impact on additional donations.
M A Y T O M I D A U G U S T 2 0 1 4 L A U N C H E D L I V E C H A T O N D O N A T I O N F U N N E L O F W E B S I T E
engagement on the Unicef UK website
with Hallmark with a view to them implementing live chat on Unicef UK shop website.
2 0 1 4 M I D - A U G U S T T O O C T O B E R = 3 1 5 C H A T S B R E A K D O W N B Y U U K T E A M S
*Education (Youth) dominates due to the high volume of students researching Unicef and the UNCRC
“thank you for your help & all your work : ) “ – from a supporter unhappy we were calling and wanting their number removed. “Best wishes & have a good afternoon’ from an initially very irate supporter reporting inappropriate behaviour of a D2D fundraiser. “brilliant thank you so much, I hope I can change the world with these links :)” – from a student researching about Unicef. “This is a great feature to have as part of your website!” (they were checking to see if the call they had received was genuine) “Brilliant! Didn’t spot that. Thanks for your help!!” and ‘Thanks you very much I understand now”(donor could not see how to make a single donation on our donation landing pages.)
We are able to see a visitor’s journey
potential leads. For example, a potential global guardian was identified. Live chat can also show what type of content people are looking for by revealing entry search terms.
We can imp mprove e the suppor
er experi erien ence ce
transfer, making a one off text donation have recently be added. Improved sign posting for online single donations for supporters and also businesses is being prioritised for 2015.
therefore can be addressed immediately by the relevant team.
supporter contact details. Live chat can also prevent the escalation of a complaint about DM Fundraising activities, such as to stop unwanted calling.
A high value donor chose to use Live Chat to be reassured on how her money would be used and if would it be safe, before making an online donation of £10K to Syria. After answering her questions she asked us to call her. We then transferred her to our Major Donors team: “ Live chat was fantastic and we have received £10,000! Thank you so much! Super helpful!” Real time resolution of technical issues saved donations: Supporters who wanted to donate by card or PayPal, found they were sent to a CAF landing page - Digital were able to provide an override link and out of 9 chats, we ended up losing only one donation. Real time resolution of potential complaints - exceeded supporter expectations After reporting inappropriate behaviour of a Door to Door fundraiser – the chat ended with ‘Best wishes & have a good afternoon’ from the complainant.
E M B E D D E D I N T O ‘ B U S I N E S S A S U S U A L’ O N S U P P O R T E R C A R E
7 D E C E M B E R 2 0 1 5 – 7 M A R C H 2 0 1 6
3 3 5 C H A T S
Chats about direct debits, change of details, communication preferences and DM fundraising activities dominate.
1. It should be a SAAS cloud based tool with CRM integration capacity 2. It should work with current systems and processes, in the case ‘outlook’ and our ‘supporter database’ 3. There should be a low monthly license fee (with an annual costs of licencing not greater than £500) 4. Unit costs (if any) should be minimal – or bundles should be offered (think of it like you mobile phone bill) 5. You should be able to apply a lean approach to delivery of any new engagement tool (aka cheap and chips)
received
Direct Debit and Change
list
supporter
positive comments
Source: Donor Retention: What Do We Know and What Can We Do About It? Sargeant, 2008