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25th March 2013
Donor journeys and the
Running a major appeal gives lots of direct marketing opportunities, but what happens with the new donors once the appeal has finished?
This session will look at the donor journeys that
RLSB put in place after their Little Heroes Nursery appeal finished in October 2012.
With donors recruited via SMS and direct mail,
we'll look at how we kept in touch and put in place a communication strategy that has massively increased lifetime value compared to previous recruitment activity.
What are donor journeys? Why are donor journeys important? Key principles of good donor journeys The Little Heroes campaign
What are donor journeys?
A series of donor communications that are designed to form a coherent and logical progression.
Donor journeys should inspire and emotionally connect with donors so that donor loyalty, commitment and long term value is increased.
Your task
Turn to the person next to you. Describe a donor recruitment campaign or product that you currently use. What is your current communications plan for these donors? At the end of the session, I will give you some more time to chat about how you can improve the donor journey for his campaign or product.
Why are donor journeys important?
Why are donor journeys important?
Bluefrog video
Source: www.Bloomerang.co
53% of donors stop giving due to lack of communication or poor service.
Every donor you move from low to high commitment is worth an extra £50 per year over a three year period
Source: Donor Voice
Key principles of good donor journeys
Key principles:
Make journeys personal and memorable.
No one I know was ever bored into donating...
Image source: http://3oneseven.com/26/superhero-team/
Key principles:
Make the donor a hero.
Establish an emotional connection between the donor and beneficiary.
Key principles:
Listen, engage and involve donors.
Actively seek ways to get
feedback and genuine donor involvement.
Key principles:
Reinforce the idea that they are good people and
have made a good decision.
We all love a bit of
flattery!
Cold direct mail donor journey
First gift – thank you letter & invite to open
day
Yes – attend open day
Face to face ask for regular gift
Yes – thank you card & handwritten letter
No – thank you for attending and survey
Survey response – record
preferences/thanks for any donations
Survey non responders – general programme
No – not attend open day
Send letter about open day and survey
Responders – record preferences/thanks for
donations
Non-responders – general programme
Results based on small numbers and so aren’t statistically significant.
Results
Cold Mailing - no welcome process - 15 months later
• 64% of donors have given once • Average income per month, per donor is £1.12 • Average income per month, per active donor is £3.08 • No donors have a regular gift.
Cold Mailing - welcome process - 6 months later
• 70% of donors have given once • Average income per month, per donor is £1.56 • Average income per month, per active donor is £5.29 • 8% of donors have a regular gift • Every donor who visited the nursery has given again
Room for improvement
• Could work harder to capture phone numbers and make better use of the phone.
• Still have 70% who have given only once – need to get this below 50% by end of year.
One –off SMS donations
Panels on trains and poster campaign - £3 donation ask Followed up with an advocate ask Then converted to direct debit
First text – receive a thank you message and link to appeal
website
Advocate call – ask them to spread word
about the appeal
Yes – sent e-mail and relevant info
Update e-mails and reminders
No – thank you for texting in
Sent update texts about appeal
Unable to contact for advocate call
Sent update texts about appeal
End of appeal – advocates thank you
& DD ask
Yes to DD – personalised thank you & invite to visit
nursery
Personalised Christmas card
designed by nursery children
No to DD
Sent regular giving by text ask for Christmas
appeal
Results
• Advocators were 15% more likely to set up a direct debit
• No direct debit attrition after four months
• Had 5% response rate to one off donation requests
• 1.5% converted to regular giving by text
Room for improvement
• Could have done more with the outbound texts – with our limited resources it was hard to keep on top of this.
• Should have called people quicker – ended up having to outsource advocate call.
• Still need to work on maximising value of prospect pool.
Your task – part two
Your task – part two
For the donor recruitment campaign or product that you discussed earlier, think of three things that you could to improve the donor journey and experience.
Conclusion
• Donor journeys are an integral part of your donor recruitment strategy.
• Remember the four key principles.
• Effective donor journeys massively increase the lifetime value of your donor base.
Any questions?
Craig Linton
Director of Fundraising
@frdetective
0208 808 6115
