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Do you hear what I hear? Listening to what your
donors are saying about you
June 2015
Bill Jacobs Managing Partner Analytical Ones [email protected] www.analyticalones.com
Leilani Pearl Vice President Communications & Marketing National Parkinson Foundation [email protected] www.parkinson.org
Nice to Meet You
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• The National Parkinson Foundation (NPF) is a non-profit organization headquartered in Miami since 1957.
• NPF has funded more than $189 million in research and support services to improve the lives of people living with Parkinson’s.
About Us
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About Us
Win New Donors
Lift Performance of Current Donors
Keep Donors Longer
Listen to this.
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Now, listen to this.
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Whoever wrote this threw away a very important part of
the letter, the opening!
Whoever wrote this threw away a very important part of the letter, the opening!
Supporting some type of oh well and blah-blah. So melodramatic.
I read it, it was so generic. It could be about just about any disease. And so, it didn’t strike me as being compelling for Parkinson’s.
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When I finished reading this, I was saying, where’s the hook? Where’s the hook?
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• Donors are so cynical today.
• Is it possible to engage them?
• The answer is absolutely Yes!
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• The NPF message focused on patient care was not resonating with donors.
• Prevalence of the disease to increase substantially over the next 20 years due to the aging population.
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• Philanthropic environment is changing.
• A new vision to meet the donors’ intent.
• Grow current donors while attracting new donors.
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How do you know when it is time
to do research?
– Realigning your organization’s mission.
– Change in leadership.
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Qualitative
Quantitative
– Focus Groups
– In-depth Interviews
– Website Audit
– Donor Database Analyses & Profiles
– Donor Surveys
– Website Testing
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Donor Analysis & Demographic Overlay
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Only 18% of donors give in the second year after acquisition. Only 3% of the donors area active in the 5th year.
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The median age of NPF’s multi-year donors is
73
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Website Review
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Focus Groups
San Francisco
Chicago
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Focus Groups
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Donors & Market Surveys
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Net Promoter Score
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Net Promoter Score
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Donors were asked how they would designate a $100 donation.
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The organization’s communications
were not in alignment with
donors’ perceptions and desires
What did we learn?
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By listening to our donors, we were able to change our
brand story to create a clear and compelling narrative about the National Parkinson Foundation to reach
donors on an emotional level.
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Elevator Pitch
At the National Parkinson Foundation, we believe that every person with Parkinson’s should get the best treatment and care, yet most do not. Expert care can turn back the clock on the disease. Our breakthrough research leads to better treatments that will save and extend lives. Everything we do helps people live their best lives today until there is a tomorrow without Parkinson’s.
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TESTING How to test new messages
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Control vs. Test
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Year over Year Website Revenue Up
78%
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General Site Information Jan-March 2014 Jan-March 2015 % changeSessions 492,780 699,270 41.90%Users 396,129 548,715 38.52%Pageviews 1,109,806 1,419,691 27.92%Pages/Session 2.25 2.03 -9.78%Bounce rate 69.52% 72.02% 3.60%% new sessions 76.84% 74.49% -3.06%
Donation Form InformationGeneral donation form pageviews 5,148 7,556 46.78%General donation form unique pageviews 4,505 6,365 41.29%General donation form entrances 3,483 4,942 41.89%General donation form bounce rate 44.44% 45.20% 1.71%General donation form exit 43.57% 43.52% -0.11%# donations 285 434 52.28%Total $ donations $19,983.00 $35,576.15 78.03%Average donation amount $70.12 $81.97 16.90%
Specific Results
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Specific Results
Total donations
# donations total $ donations Avg donation # donations total $ donations Avg donationGeneral donation page 285 $19,983.00 $70.12 434 $35,576.15 $81.97
Donation Source Information# donations total $ donations Avg donation # donations total $ donations Avg donation
Research landing page 0 $0.00 N/A 14 $790.00 $56.43What is PD landing page 0 $0.00 N/A 9 $545.00 $60.5610 early warning signs page 1 $25.00 $25.00 2 $200.00 $100.00Treatment landing page 1 $100.00 $100.00 4 $375.00 $93.75
Jan-March 2014 Jan-March 2015
Jan-March 2014 Jan-March 2015
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Listening to Your Donors Allows You to Look Before You Leap
Thank You
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