Donor-Centric Fundraising: The Professional Fundraiser’s Practical Guide to The Next Generation of Direct Response Giving

© 2016 Merkle. All Rights Reserved. Confidential

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Donor-Centric Fundraising: The Professional Fundraiser’s Practical Guide to The Next Generation of Direct Response Giving


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Merkle. All Rights Reserved. Confidential2

Donor-Centric Fundraising

But, what does this really mean?

Put the donor at the center of your fundraising

Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.

http://bit.ly/1O6MpmS








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Is your fundraising program donor-centric?

Donor Strategy

Experience Delivery

Financial Management

Donor-centric Fundraising

Data

Organization

Donor-centric FRAMEWORK

Provides the means to be donor-centric

EnablerDrives the donordefinition & donorexperience

Core










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Donor Strategy

Do you have a fully functional enterprise segmentation definition?

Define donoraudience

DonorsegmentationSegmentation

Enterprise Scope











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Donor Strategy

Experience DeliveryDo you have a fully functional enterprise segmentation definition?

Are the segments based on motivational definition, and include channel preferences,and LTV?

Donor Journey

Personalized by Segment

Cross-channel/Cross-Program











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Donor Strategy

Experience DeliveryDo you have a fully functional enterprise segmentation definition?

Are the enterprise segments shared across the organization?



Attribution

Campaign Planning &Budget Optimization

Multi-channel











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360 Donor View

IntegratedOffline + Online

TransactionsPromotion History

Cost

DataDonor Strategy

Experience Delivery












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Organization

Do you have a fully functional enterprise segmentation definition?

Are the enterprise segments shared across the organization?


Unifying Organizational

Structure

Functional Collaboration

Common Goals

Organization

Donor Strategy

Experience Delivery


Data











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Donor Strategy

Experience Delivery


Data

Organization

Donor-centric Fundraising











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What is the process for developing a donor-centric program?

SEGMENTS

EXPERIENCEMAP

•Develop Persona Segments•Projects Segments into Universe

•Develop Fundraising Program Using Segments

MARKETRESEARCH

•Understand Your Audience

ACTIVATION •Deploy The Fundraising Program

Dono

r Str

ateg

yEx

perie

nce

Deliv

ery










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Organization: Segments

Passionate Givers Social Givers

“ORG is a sensible use of my donation dollars – they are

serious about using money in the best possible way.”

Better world

Make a difference Save &

improve lives

Wisesteward

Goodchoice

Trustworthy and legit

Sense of connection / belonging

Sense of connection/ belonging

Part of groupwith common

fight

Meaningfulengagement

Contribute togroup / love

Enhance relationships

Trustworthyorg

“By giving to ORG, I’m changing lives,

one at a time!”

“When I’m part of a team fighting against

this disease …. Military like.”

“I always donate to friends and co-workers when they are raising

money for a cause. It’s the right thing to do.”

The Advancer The Investor The Warrior The Supporter


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Experience Mapping is a Cross Lifecycle, Cross Channel Methodology

Lifecycle Stages

Donor Needs

Value Proposition

Content, Creative, Message, Offer










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Aware /Familiar

Considering /Evaluating

First TimeEngagement

OngoingEngagement

StrongSupporter Vocal Supporter / Advocate

“I stay up to date on organizations though unbiased sources.”

“Organizations must share my vision of investing wisely”

“I choose ORG because they are a trustworthy organization that funds research, spends wisely, and has longevity.

“I’ll donate or participate again if I know my efforts were appreciated because this builds trust.

“I’ll continue supporting ORG because they’ve proven that the money goes to the cause.

“I want others to help me make good choices with their donor dollars”

ORG is spending donor funding wisely – investing where we get the biggest return.

ORG has a history of knowledge to support the most promising research and most impactful services.

Saving and improving lives for over ## years. # Nobel Prize Winners Supported.

You’re support has touched ## individuals.

ORG – making a difference in the world with you and for you by putting money where it can have the greatest impact.

We’re prioritizing together. Let’s go smarter.

Experience Map for ADVANCER Segment Do

nor N

eeds

Valu

e Pr

opCo

nten

tM

edia

Events

Public Relations

Radio/TV / Print

Health Sites

Social Search / Site

EventCollateral

Support Services

Org History

Mission Overview

Facts & Figures

Health Guides

Events

Word of Mouth

Print Radio/TVDisplay

Social Search/Site

EventOverview

ImpactReport

Org History

Test-imonials

Facts & Figures

Health Guides

Display

Word of Mouth EmailDirect

Mail

Social Search/Site

Services Offered

Ways to Support

Org History

Test-imonials

Facts & Figures

Thank You

Emails from

Friends

Phone EmailDirect Mail

Social Search/Site

Services Offered

Your Impact

Service Testimoni

als Latest

Research

Facts & Figures

Thank You

Microsite


Social Search/Site

Services Offered

Your Impact

Service Testimoni

als Latest

Research

Facts & Figures

Thank You

Microsite


Social Search/Site

Personal site

Forward a Friend

Work collateral

Latest Research

Facts & Figures

Thank You










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As the donor interacts with the Nonprofit, Shelly takes her own path based on her specific situation

Shelly The Advancer

Aware / Familiar Considering / Evaluating First Time Engagement Ongoing Engagement Strong Supporter Vocal Supporter / Advocate

Support Service Impact Report Ways to Support Your Impact Your Impact Forward a Friend

Collateral Event Overview Services Offered Services Offered Services Offered Personal Site

Overview Testimonials Testimonials Latest Research Latest Research Latest Research

Org History Org History Org History Service Testimonials Service Testimonials Work Collateral

Facts & Figures Facts & Figures Facts & Figures Facts & Figures Monthly Giving Planned Giving

Health Guidelines Health Guidelines Thank You Thank You Thank You Thank You










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Aware / Familiar Considering / Evaluating First Time Engagement Ongoing Engagement Strong Supporter Vocal Supporter / Advocate

Support Service Impact Report Ways to Support Your Impact Your Impact Forward a Friend

Collateral Event Overview Services Offered Services Offered Services Offered Personal Site

Overview Testimonials Testimonials Latest Research Latest Research Latest Research

Org History Org History Org History Service Testimonials Service Testimonials Work Collateral

Facts & Figures Facts & Figures Facts & Figures Facts & Figures Monthly Giving Planned Giving

Health Guidelines Health Guidelines Thank You Thank You Thank You Thank You

With proper insight and planning, the Nonprofit treats each individual in a personalized and relevant manner across touch points.

Each of the important potential interactions have content, creative, message and CTA that is available through the prescribed channels.

Search

Site

DM

SiteSocial

Phone

MobileEmailSocial DM

PhoneDM

Shelly The Advancer

SiteEmail










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Summary: Putting the donor at the center of our fundraising

Put the donor at the center of your fundraising










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National MS Society











Marketing

Donor-Centric Fundraising: The Professional Fundraiser’s Practical Guide to The Next Generation of Direct Response Giving