NOW IVE GOT YOU How to transform your donors through great feedback - - PowerPoint PPT Presentation
NOW IVE GOT YOU How to transform your donors through great feedback Kevin Kibble Managing Director The Supporter Development Team reducing attrition maximising donor value communications in memoriam reducing attrition
reducing attrition – maximising donor value – communications – in memoriam
How to transform your donors through great feedback
Kevin Kibble Managing Director The Supporter Development Team
reducing attrition – maximising donor value – communications – in memoriam
reducing attrition – maximising donor value – communications – in memoriam
reducing attrition – maximising donor value – communications – in memoriam
On a scale of 1 – 10
spent?
donors?
reducing attrition – maximising donor value – communications – in memoriam
I want to tell you a story……
reducing attrition – maximising donor value – communications – in memoriam
reducing attrition – maximising donor value – communications – in memoriam
What messages did you take from that?
Key messages for me….. There’s no actual buffalo Is this the worst possible Christmas present? The farmers said it would be the best possible gift $250 – a gift almost too big to bear Let’s take a look at what our donors want….
reducing attrition – maximising donor value – communications – in memoriam
Our donors are changing Dorothy donor is dying
2007: 7 million 2017: 2.7 million Source ONS
reducing attrition – maximising donor value – communications – in memoriam
Welcome to The Baby Boomers
2007: 17 million 2017: 16.4 million Source ONS
reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want?
“81% of NSPCC’s money goes on admin – my friend told me.” “The RSPCA spends too much money on salaries and offices.” “The bigger the charity, the more like a business they become.” “I only give to small charities because I trust them.” “I’m worried about giving charities my bank account details.” “DD is ok, once you’ve got trust.” “Accountability is what we want.” “65% goes to the cause but I think it might be worse.”
reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want?
“No nonsense. Give it to me straight.” “Give me the information I need to make a decision.” “Yes it’s a sad story. But what are you going to do about it.” “No nonsense approach rather than marketing.” Responses to an emotional ask: “I would actually ignore this. It makes me really angry.” “They’re cynically using me and I don’t want to be manipulated” “Lazy marketing.”
reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want?
“MPH: Totally
need us to tell them to do that.” “It’s permanent. As
fighting.” “It needs to capture
“It needs a story, it needs the facts. The
donate £3 a month.” “It’s positive, like marching on the barricades.” “They’re doing something and we want to see action.”
reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want?
About Direct Debit: “You sign it and the money goes. It’s like a bill. I’ve got a charity bill now!” “I don’t want to keep the charity running. We want to give the money to the cause.” “Your money doesn’t get lost in the pot.” “You know what you’re getting.” “I want to donate to something with a beginning and an end.” “I love Wateraid because I know where the money goes.” “Oxfam is not specific. I’d rather give to a small charity.”
reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want?
reducing attrition – maximising donor value – communications – in memoriam
The results of your fundraising
reducing attrition – maximising donor value – communications – in memoriam
Show me where the money has gone before you ask for more……..
I can’t afford it anymore It wasn’t clear to me how my money was helping I get the feeling its being lost in the pot
reducing attrition – maximising donor value – communications – in memoriam
Research from DMS
reducing attrition – maximising donor value – communications – in memoriam
Research reported by TDA
Finding out how money is spent should not be such an ordeal
David Burrows, Third Sector 14 September 2009
Results from US charities, 1,000 donors, by Jakob Nielsen “what is the charity trying to achieve?” “how will it spend my donation Only 43% of the sites had the answer on their home page Only 4% answered this question on their home page and……. First things prospective donors wanted to know:
reducing attrition – maximising donor value – communications – in memoriam
Research by TDA
First things prospective donors wanted to know: “what is the charity trying to achieve?” “how will it spend my donation Almost all had the answer on their home page Only 1 – STC – had a ‘how we spend the money’ pie chart
Results from top 20 UK charities by income
reducing attrition – maximising donor value – communications – in memoriam
Donor newsletters
Most newsletters don’t give specific feedback to donors on how an appeal went and/or how the project id going as a result of the income raised. When there is a story about the project at all, it will usually be a general one that doesn’t relate back to the appeal and the impact it has had. They’re impersonal. A newsletter doesn’t acknowledge that I, Kevin Kibble gave £20 to that appeal. So I don’t know if you remember that I made that donation.
reducing attrition – maximising donor value – communications – in memoriam
Donor newsletters cont.
Most newsletters have a whole load of other stuff in them. So I need to look for the story that’s relevant to me – and there’s no guarantee that I’ll find it We’re all busy people and supporting your charity is probably not the most important thing on donor’s minds – there’s evidence that they don’t even read your newsletters In fact, they see them, suspect its another appeal and moan about you sending too many appeals. So your heartfelt attempt to provide them with ‘donor care’ has had the opposite effect. and….
reducing attrition – maximising donor value – communications – in memoriam
Donor newsletters cont.
A lot of charities, for good reasons of economy, do enclose newsletters with appeals – a request for a further donation. This hardly feels like a sincere thank you or genuine feedback… On the whole, most newsletters are more about you and less about the donor – they DON’T HAVE TO BE!
reducing attrition – maximising donor value – communications – in memoriam
A warning from the corporate sector
Win the fight, lose the customer - Seth Godin Given the choice between acknowledging that your customer is upset or proving to her that she is wrong, which will you choose? You can be right or you can have empathy You can’t do both! If someone thinks they’re unhappy, then you know what? They are.
reducing attrition – maximising donor value – communications – in memoriam
So what are we to do?
Simple feedback letters Telephone conversations Use your email list Donor Retention Dynamics™
reducing attrition – maximising donor value – communications – in memoriam
How some charities are doing it
reducing attrition – maximising donor value – communications – in memoriam
How some charities are doing it
reducing attrition – maximising donor value – communications – in memoriam
How some charities are doing it
Help for Heroes – home page
reducing attrition – maximising donor value – communications – in memoriam
How some charities are doing it
reducing attrition – maximising donor value – communications – in memoriam
Donors owning the projects
reducing attrition – maximising donor value – communications – in memoriam
Video online
reducing attrition – maximising donor value – communications – in memoriam
Some other websites
http://www.kiva.org www.globalgiving.com www.solar-aid.org www.seethedifference.org
reducing attrition – maximising donor value – communications – in memoriam
Video online
Talking direct to the donor Ability to personalise video messaging Let the beneficiary talk to the donor Real feedback shows you care and value your donor’s contributions
reducing attrition – maximising donor value – communications – in memoriam
So now on a scale of 1 – 10
spent?
donors?
reducing attrition – maximising donor value – communications – in memoriam
That’s all folks
Thank you for listening Any questions?
Kevin Kibble The Supporter Development Team 07710 416436 kibble_kevin@yahoo.co.uk www.twitter.com/kevinkibble