Donor Journey Mapping at npConnect

Journey MappingLinking Customer Experience Theory to Smart Tools for More Personalized and Profitable Constituent Relationships

presented by hjc

hjc : Holistic Strategy + Digital Fundraising Expertise

hjc

• Since 1992, we have pioneered and grown digital and integrated fundraising programs for iconic brands. We have a solid understanding of technology and its potential for the non-profit sector.

• We have developed digital programs along with marketing and fundraising strategies for a diverse client base — from some of the smallest charities to multi-level international organizations.

• hjc has a full in house digital team as well as expert consultants, including project managers, copywriters, consultants, developers and designers

…why does it matter? CX presented by hjc

Customer Experience

• Organizations which provide a compelling customer experience reap the benefits

• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator

• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor

proprietary and confidential 4 presented by hjc

“For many organizations, the goal of turning customer experience (CX) into a competitive advantage means recreating themselves. That’s because the customer’s experience is the result of every part of the company working together, or failing to.”-Adobe Quarterly Digital Intelligence Briefing

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…it’s got to go!That 5 year lag

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ORACLE® + hjc

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Helping Sophia

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9 presented by hjc



{ The Experience }Journey Mapping the Patient Experience


GOES TO INITIAL

DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO

MRI ROOMSEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI………

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!I’M REALLY NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR DOUG

PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

BEHAVIORS

ATTITUDES

PEOPLE

THINGS

ON

STA

GEEX

PERI

ENCE

PEOPLE

THINGS

BACK

STA

GESU

PPO

RT

Select a specific customer to map

SOFIA

DOCTOR MOM CHECKIN NURSE

IMAGING TECH MOM DOCTOR

ANESTH.IMAGING

TECH

MRI MACHINE

DESK & COMPUTER CHARTCAR

TAKE-HOME

PACKETMRI

MACHINESHOT & DRUGS

NURSE

TISSUES

CREATE INITIAL MAPAttitudes, Behaviors and Experiences

GOES TO INITIAL



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI………



ANESTH.IMAGING

TECH

MRI MACHINE

DESK & COMPUT. CHARTCAR

TAKE-HOME

PACKETMRI

MACHINESHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

EVALUATE & PRIORITIZEIdentify moments that matter for the customer and the organization

NURSE

TISSUES

IMPACT MORE STAFF

COST OF DRUGS

IMAGING TIME

SIDE EFFECTS

GOES TO INITIAL



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKETMRI

MACHINESHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

TISSUES

NURSE

ADD DETAIL TO UNDERSTANDGain deeper understanding of needs, and how those needs are fulfilled

FEEL SAFEFEEL BETTER

TAKE IMAGE

DEVELOP IMAGE

NEEDS

Roles & Processes POSITION PATIENT

GOES TO INITIAL



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKETMRI

MACHINESHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

EVALUATE & FRAME ISSUE OR OPPORTUNITYBased on deep customer understanding

NURSE

FEEL SAFEFEEL BETTER

?

TISSUES

POSITION PATIENT

TAKE IMAGE

DEVELOP IMAGE


GOES TO INITIAL



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKETMRI

MACHINESHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

DESIGN NEW EXPERIENCESInfluence attitudes to change behaviors

TISSUES

NURSE

FEEL SAFE

?

IDEA: LET’S GO

CAMPING

GOES TO INITIAL



CRIES & RESISTS

SEES DOCTOR ENTER

GOES THROUGH

MRI………


IMAGING TECH MOM IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKETMRI

MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR DOUG IMAGING

TECH


RESERV. SYSTEM


SOFIA

IDEA: CAMP GUIDE

COOL BACK-PACK!

SHE WAS FRIENDLY

I LOVE CAMPING! SO FUN!

WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPINGTHIS ISN’T TOO BAD

CAN WE DO IT

AGAIN??

THIS PLACE IS

NEAT!

TODAY COULD BE

FUN

LAYS DOWN IN MACHINE

LISTENS TO CRICKETS …

TEST NEW EXPERIENCESNew attitudes, new behaviors….different result

NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK

FEWER STAFF NO DRUGSIMAGING

TIME ↓↓ SIDE

EFFECTS

Some Key Concepts

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Lifecycle Marketing

You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.


Content CreationYou create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.


Personalization & Context

As you learn more about your donors over time, you can better personalize your messages to their specific needs.


Multi-Channel Presence

Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.


Applying this model in the NP sector

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Build Profiles / PersonasBuyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.


Digital Outlook Report

Map & Improvea. Map Current Journeysb. Improve & Innovatec. Build Infrastructure & Processes to

Succeed


Sample Journey Plan


Improve & Innovate• Identify “moments that matter” for each of your donor personas /

segments• Create content that will help build a deeper bond with your donor at

that moment• Ensure that your communications feel like a journey, not a million

different marketing messages


Build Infrastructure & Processes

• Look at the ‘on stage’ and ‘back stage’ people and things needed to create your journey

• Review current structure, culture and skills and align to new journey


Engage & Automatea. Draft communication or

testing planb. Automate the planc. Hyper-personalize the plan


Measure & Managea. Identify & track KPIsb. Test your assumptionsc. Build a feedback loopd. Iterate & improve


Some KPIs to track:• Time to 1st gift, 2nd gift, monthly gift, etc.• # of gifts, average gift• Retention rate• Channel migration • Engagement factors: inbound communications, clicks,

opens, downloads, subscribes, shares, comments


Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation

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Ontario SPCA

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Adopter DonorBranch Walk-in Advocate/DonorWalker SuperWalkerPetsmart Adopter DonorAdvocate Donor

Adopter Persona:LYNN

Lives in rural community in single family dwelling

Married, no children, 3 dogs, 1 cat

41 years old High school diploma, some

technical training, works as Office Manager in Construction Company

Caucasian, English first language, female

Interests:

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St. Joseph’s Hospital Foundation

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• Patient journey mapping session that brought together health centre and foundation staff

• Provided the opportunity for cross department collaboration and buy in from key stakeholders across St. Joe’s

• Valuable exercise to look at the patient experience and the impact on future donor behaviour

St. Joseph’s Hospital Foundation

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• With the goal of creating more philanthropically aware grateful patients, the team collaboratively designed a series of donor-journey centric interventions that will be tested over the next year

• Each test addresses a ‘Moment that Matters’ uncovered through Journey Mapping

Determining Readiness

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1. Cross functional participation2. Readiness and ability to analyze donor data/behaviour/demographics3. Openness to generational donor segmentation4. Having the technology to execute donor journeys5. A commitment to Lifetime Value fundraising6. A patience to invest, and wait, for the longer term returns of lifecycle marketing7. Understanding the channel differences of donor journeys8. Ability to use data for personalized, differentiated donor journeys9. Understanding that some journeys will be of non-donors and some of donors10. Knowing how donor journeys fit into strategic plans

Questions?

Data & Analytics

Donor Journey Mapping at npConnect