NOW I’VE 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 – maximising donor value – communications – in memoriam
“it’s the small things that make a difference” reducing attrition – maximising donor value – communications – in memoriam
On a scale of 1 – 10 1. How good is your newsletter at giving donors feedback? 2. How good is your organisation at engaging donors through email? 3. Does your organisation actually show donors how their money is spent? 4. How good is your organisation at having ‘conversations’ with donors? 5. How good is your organisation at using social networking? 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 2007: 7 million 2017: 2.7 million Source ONS Dorothy donor is dying reducing attrition – maximising donor value – communications – in memoriam
Welcome to 2007: 17 million 2017: 16.4 million Source ONS The Baby Boomers reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want? “81% of NSPCC’s money “I’m worried about giving goes on admin – my friend charities my bank account told me.” details.” “The RSPCA spends “DD is ok, once too much money on you’ve got trust.” salaries and offices.” “Accountability is “The bigger the charity, what we want.” the more like a business they become.” “65% goes to the cause but I think it might be worse.” “I only give to small charities because I trust them.” reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want? Responses to an “Give me the emotional ask: information I need to make a decision.” “I would actually ignore this. It makes “Yes it’s a sad story. me really angry.” But what are you going to do about it.” “They’re cynically using me and I don’t want to be “No nonsense manipulated” approach rather “No nonsense. Give than marketing.” it to me straight.” “Lazy marketing.” reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want? “MPH: Totally “It needs a story, it phoney. As if they needs the facts. The need us to tell vision. Before we them to do that.” donate £3 a month.” “It’s positive, like “It’s permanent. As marching on the opposed to fire- barricades.” fighting.” “They’re doing “It needs to capture something and we one’s imagination.” want to see action.” reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want? About Direct Debit: “I don’t want to keep “You sign it and the the charity running. money goes. It’s We want to give the like a bill. I’ve got a money to the cause.” charity bill now!” “Your money doesn’t get lost in the pot.” “I love Wateraid because I know “You know what where the money you’re getting.” goes.” “I want to donate to something with a “Oxfam is not specific. I’d beginning and an rather give to a small charity.” end.” reducing attrition – maximising donor value – communications – in memoriam
So what do these Boomers want? More BANG for my BUCK! reducing attrition – maximising donor value – communications – in memoriam
The results of your fundraising Suspicion Disappointment Rejection 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 First things prospective donors wanted to know: “what is the charity trying to achieve?” Only 43% of the sites had the answer on their home page “how will it spend my donation Only 4% answered this question on their home page and……. reducing attrition – maximising donor value – communications – in memoriam
Research by TDA Results from top 20 UK charities by income First things prospective donors wanted to know: “what is the charity trying to achieve?” Almost all had the answer on their home page “how will it spend my donation Only 1 – STC – had a ‘how we spend the money’ pie chart on its home page 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 1. How good is your newsletter at giving donors feedback? 2. How good is your organisation at engaging donors through email? 3. Does your organisation actually show donors how their money is spent? 4. How good is your organisation at having ‘conversations’ with donors? 5. How good is your organisation at using social networking? reducing attrition – maximising donor value – communications – in memoriam
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