• Helen Harris, Head of Supporter Services, Tearfund • Paul Relf, Fundraising Manager - Supporter Services, Prince’s Trust • Vicky Johnson, Head of Supporter Care, Unicef
The Prince’s Trust - Thanks a Million February 22 nd – our first ever ‘Thanks a Million’ day • The whole organisation was involved • Senior staff endorsed the activity and participated in it • Lead by Internal Comms team • Each team thanked their staff, volunteers and donors • Included face to face, online, phone and post
The Prince’s Trust - Thanks a Million • Young people were involved in saying thanks – especially online • We directly contacted hundreds of donors, by phone and post • We also thanked each other
The Prince’s Trust - Thanks a Million Followed up with email and / or mailing to all supporters • Direct messages from beneficiaries to donors The importance, and benefit of saying ‘Thank - you’ is now recognised by colleagues across The Trust
Compassion UK – Supporter Feedback Compassion UK have implemented a feedback mechanism at the bottom of all their emails. A quick way to gather feedback from supporters and stakeholders
Compassion UK – Supporter Feedback Easy to track feedback for a individual, team and department • Enables individuals to monitor their own influence • Can track trends over a period and drill down to individual interactions, linked to the fundraising CRM • Enable tracking of internal as well as external customers • Aids learning and development as well as track satisfaction
LIVE CHAT & PERSONALISED TEXT 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
WHY LIVE CHAT? 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: Increase supporter engagement on the Unicef UK website to uplift donations and amount donated. Gain information about the types of visitors visiting our site Improve supporter journeys by identifying website issues for real time resolution and FAQ management Identify potential donors - we are able to see a visitor’s journey Exceed supporter expectations – as the only charity currently using a live chat tool in this way.
I N I T I A L T E S T I N G PASSIVE VS ACTIVE CHAT Controlled test to ensure that Live chat didn’t have a negative impact on main ‘donate - now’ page using a split of Active chat and Passive chat boxes Passive chat was found to have a positive effect on donations by adding authority and trust to the site. Passive chat rolled out to Donation landing and secure pages Technical & test constraints meant our digital team weren’t able to experiment further 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
S TAGE 2 – AUGUS T 2014 LIVE CHAT ACROSS THE UUK WEBSITE Excluded from ‘Contact Us’ and ‘Home’ pages to focus on gaining insight into • engagement on the Unicef UK website Excluded RRSA & BFI programmes, registration forms and blog site. • Excluded the Shop – at end of the pilot we will be sharing our evaluation of live chat • 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
SUPPORTER FEEDBACK “This is a great feature to have as part of “Brilliant! Didn’t spot that. Thanks for your your website!” (they were checking to see help!!” and ‘Thanks you very much I if the call they had received was genuine) understand now ”(donor could not see how to make a single donation on our donation landing pages.) “brilliant thank you so much, I hope I can change the world with these links :)” – from a student researching about Unicef. “Best wishes & have a good afternoon’ from an initially very irate supporter reporting “thank you for your help & all your work inappropriate behaviour of a D2D fundraiser. : ) “ – from a supporter unhappy we were calling and wanting their number removed.
IT’S NOT JUST ABOUT THE ‘CHAT’ We are able to see a visitor’s journey By being able to see the pages a visitor clicks on whilst they chat, live chat has helped us to identify 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 orter er experi erien ence ce Chats inform the development of website pages, and omissions in FAQs. i.e. how to make a bank 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. Technical difficulties with event registrations or recruitment applications are resolved in real time and therefore can be addressed immediately by the relevant team. Real time resolution exceeds supporter expectations. For example, to instantly amend a direct debit or supporter contact details. Live chat can also prevent the escalation of a complaint about DM Fundraising activities, such as to stop unwanted calling.
ENGAGEMENT SUCCESSES 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.
LIVE CHAT IN 2016 7 D EC EM B ER 2 0 1 5 – 7 M A R C H 2 0 1 6 TOTAL CHATS 335 AVERAGE CHATS PER DAY 7.44 MEDIAN INITIAL RESPONSE 17 sec
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.
TEXT AS A SERVICE
INTRODUCED TEXT AS A SERVICE – IN NOV 2015 Launched as a result of supporter feedback to have personalised text messages to communicate with Supporter Care L earnt a lot from our ‘live chat’ channel on the types of tool we would be looking for and how to operationalise this quickly into our BAU Trialled this in a staged approach and constantly review usage over the first 2 months of its inception
TOP TIPS ON CHOOSING THE RIGHT TOOL 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)
SUCCESS IN THE FIRST 3 MONTHS 156 text messages received Most popular categories Direct Debit and Change of address Direct Debit top of the list Quick and easy for the supporter Generates lots of positive comments
Linked In: Supporter Care Forum Helen.harris@tearfund.org
Excellent Supporter Care looks like…
Supporter Retention In the first study to address donor satisfaction Sargeant (2001) Perceptions of the identified a positive correlation quality of service with loyalty, donors indicating that offered to donors are they were ‘very satisfied’ with the the quality single biggest driver of of service provided being twice as loyalty in the fundraising likely to offer a second or context. subsequent gift than those who identified themselves as merely satisfied. Source: Donor Retention: What Do We Know and What Can We Do About It? Sargeant, 2008
Remember… First time donors who are thanked properly and promptly are four times more likely to give again than those not thanked McConkey-Johnston International UK, 2010 81% of Fundraisers say Supporter Care is a strategic priority, but 70% say they don’t have the resources or systems to deliver a great service Brightsource - Supporter Care Survey, 2012
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