The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonprofit
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The document provides a comprehensive guide on designing donor journeys for nonprofits through lifecycle marketing, highlighting the importance of understanding the donor experience and implementing various steps to enhance engagement. It covers topics such as journey mapping, content creation, data integration, and the significance of emotional connections in fundraising. Additionally, the document outlines actionable steps for organizations to analyze donor interactions, improve communication, and ultimately maximize donor satisfaction and retention.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonprofit
- 1. THE DONOR JOURNEY A Step-By-Step Guide to Lifecycle Marketing for your Nonprofit 24 July 2014 Presented By:
- 2. April 16, 2014 Slide 2 Questions? Ask questions at any time by typing them into the Chat window within GoToWebinar Press Send
- 3. Agenda • Introduction of Speakers & Presentation • CX: Customer Experience Trends • CX: An Overview of Journey Mapping • From CX to DX – Designing Donor Journeys – Step 1: Analyze & Identify – Step 2: Map & Improve – Step 3: Engage & Automate – Step 4: Measure & Manage Slide 324 July 2014
- 4. Slide 4 Speakers Heather McLean, Senior Fundraising Advisor, hjc Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle Moderated by Paul St Onge, Business Development, hjc Heather Brian 24 July 2014
- 5. CX: CUSTOMER EXPERIENCE TRENDS 24 July 2014 Slide 5
- 6. Customer Experience Journey Mapping • 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 24 July 2014 Slide 6
- 8. Slide 824 July 2014
- 9. 24 July 2014 Slide 9
- 10. { The Experience } Journey Mapping the Patient Experience 24 July 2014 Slide 10
- 11. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES 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 ONSTAGE EXPERIENCE PEOPLE THINGS BACKSTAGE SUPPORT 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 PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES CREATE INITIAL MAP Attitudes, Behaviors and Experiences
- 12. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 SOFIA EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS
- 13. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 SOFIA TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER TAKE IMAGE DEVELOP IMAGE NEEDS Roles & Processes POSITION PATIENT
- 14. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 SOFIA EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding NURSE FEEL SAFE FEEL BETTER TISSUES POSITION PATIENT TAKE IMAGE DEVELOP IMAGE
- 16. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 SOFIA DESIGN NEW EXPERIENCES Influence attitudes to change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
- 18. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE 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 IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM SOFIA IDEA: CAMP GUIDE COOL BACK- PACK! SHE WAS FRIENDLY J I LOVE CAMPING! SO FUN! WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS 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 EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
- 19. CX: CASE STUDY CITIBANK MOTOROLA SOLUTIONS INDIGO SUN LIFE TUFT’S MEDICAL UNIVERSITY OF TEXAS AT DALLAS BC CHILD PROTECTION SERVICES 24 July 2014 Slide 19
- 20. DESIGNING DONOR JOURNEYS 24 July 2014 Slide 20
- 21. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions. 24 July 2014 Slide 21
- 22. Content Creation You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide. 24 July 2014 Slide 22
- 23. Personalization & Context As you learn more about your donors over time, you can better personalize your messages to their specific needs. 24 July 2014 Slide 23
- 24. 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. 24 July 2014 Slide 24
- 25. Channel Ecosystem No silver bullet: future is integrated Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer/ Meetups Monthly giving Directed giving 2524 July 2014
- 26. Integration Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time. 24 July 2014 Slide 26
- 27. Data & Systems Matter • CRM Solution is Must. • Data Integration is Must. • Marketing Automation Capability is a Must. 24 July 2014 Slide 27
- 28. The Customer Lifecycle PURCHASE RECOMMEND MAINTAIN RESEARCH NEED RECEIVE USE 1! 2! 3! 4! 5! 6! 7! 8! SELECT BUY OWN Support & ServeMarket & Sell
- 29. Oracle has the most complete CX portfolio available
- 30. “Short-term fundraising is focused on need over and over again. Great fundraising is focused on emotional glow over and over again.” - Alan Clayton 24 July 2014 Slide 30
- 31. Donor Satisfaction Depends On: • Quality of service • How committed the donor is to your values / mission • Emotional connection to your work • Confidence in how they money will be spent Understand the donor journey begins before the first gift! 24 July 2014 Slide 31
- 32. Objectives: • Define a clear strategy for increasing the flow of donor information and support within the charity, with clear measures for success • Build deeper relationships with donors and become more empathetic to donors • Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication • Maximize long term value from donors 24 July 2014 Slide 32
- 33. Step 1: Analyze & Identify a. Start with your database b. Look at your analytics c. Solicit feedback through surveys d. Build profiles / personas 24 July 2014 Slide 33
- 34. Why a database audit? • Benchmark • Identify Trends • Identify Pain Points • Identify Opportunities 24 July 2014 Slide 34
- 35. Analytics Review • Google Analytics – Top Referrals – Audience Demographics – Keyword Performance • Facebook Insights – Audience Demographics – Popular Posts • Email Analytics – Popular Content & Clicks • Alexa.com – Competitor Web Analysis 24 July 2014 Slide 35
- 36. 24 July 2014 Slide 36
- 37. Other Valuable Reports: 24 July 2014 Slide 37
- 38. Supporter Surveys 24 July 2014 Slide 38 Here’s where I go on my rant against anonymous surveys!
- 39. A Good Supporter Survey Should: ü Collect demographic information ü Collect information on giving potential and interests ü Collect information on first interest and interaction with your charity ü Find legacy bequests ü Collect information on communication preferences ü Integrate back into your CRM for future marketing opportunities & segmentation ü Help you build profiles / personas 24 July 2014 Slide 39
- 40. Online Sample • Sent to 57,400 donors • 3 key segments: • Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised $7,574 • Reactivated 30 donors • Found 85 expectances and 292 legacy leads 24 July 2014 Slide 40
- 41. And the mail will pay for itself… <Salutation> We want to thank you for your generosity to the Ontario SPCA and for being such an important friend to the animals right here in <community name> and across the Province. Without your TRIGGER PHRASE: long-term support, we could not do the work we do to protect animals and promote animal welfare. Our supporters often tell us that they want us to keep them up-to-date on our news, activities and upcoming events, on a regular basis. That’s why we’ve created Between Friends, a completely new publication exclusively for our valued donors and supporters – and I’m excited to enclose your personal copy of the first issue. News, views, events and more, just for you. <Salutation>, you’ll receive Between Friends twice a year, and every issue will be packed with facts and information about how your donations work for the animals. You’ll find news updates and our latest statistics, read about the people working on the frontlines of animal welfare, hear from other donors just like you, learn about upcoming events in <community name> and across Ontario. You can browse feature articles and learn about how our community partners are contributing, as well. If you received Animals’ Voice, our official magazine, in the past, you may be wondering how it’s different from Between Friends. Animals’ Voice is designed for anyone who wants to know about the work we do in our more than 50 communities throughout Ontario. Between Friends is exclusively for special people like you, who have demonstrated their friendship and commitment to the animals in a very real way. Now that we have created Between Friends, we will be changing the focus and frequency of Animals’ Voice and will no longer be mailing it to our supporters and donors. However, you can still find it online at ontariospca.ca/xxxxx. We value you and your support. If you’re wondering why Between Friends is exclusively for you, the answer is simple. Over 90% of the funding we need to do our work comes from individual donors and Ontario SPCA supporters just like you. Please see over... <Addressee> The enclosed copy of Between Friends is just for you. Please enjoy it, and then take a few minutes to tell us what you think. Your answers will remain strictly confidential. Thank you for taking the time to complete this survey! We truly appreciate your feedback. We will use this information to enhance our relationships with all of our supporters. Join Our Monthly Givers! Yes, I want to become a Monthly Donor and help the animals even more! Donation Options I’ve enclosed a blank cheque marked VOID. I authorize the Ontario SPCA to deduct the amount I have specified from the account number on the cheque, on the 1st day of each month. Signature: Date: 9. There are many ways to support the Ontario SPCA. Please let us know if you have heard of AND are interested in learning more about any of these opportunities (check all that apply): Making a gift in honour, on behalf of, or in memory of a loved one or a pet. Organizing a community fundraising event Collecting donations through a personal webpage Workplace giving Corporate donations, sponsorship or cause marketing Supporting the Ontario SPCA through a gift of stock or securities Buying products or using services that support the Ontario SPCA Supporting the Ontario SPCA in lieu of a gift to loved one (alternative gift giving) Supporting the Ontario SPCA through a convenient monthly gift Promoting the Ontario SPCA online (via e-mail and social networks) 10.Over 90% of our funding comes from generous supporters like you, we’d like to ensure the donation process is as convenient as possible. What’s your preferred method of making your donations (please check one)? Through the mail On the website In person through at a Ontario SPCA branch On the telephone Through bank transfers/direct debit Via PayPal 11.How many times have you visited an Ontario SPCA location (branch or affiliate)? Once A couple times Three to ten times So many times that I’ve lost count I have never visited Please check here if you would like someone to follow up with you to discuss the feedback you have provided. Preferred method of contact: phone e-mail Telephone Number: ( ) E-mail: Please charge my credit card on the 1st day of each month: i a e Card No.: Expiry Date: Tel.: Signature: E-mail: To increase our fundraising effectiveness, the following questions will help us understand who are donors are, and make it easier to find other donors like you. Your answers will be kept strictly confidential. 12.Could you kindly provide your age range? Under 35 35 to 44 45 to 54 55 to 64 65 to 74 75+ 13.What is your marital status? Married Single (never married) Widowed Separated Divorced Partnered I prefer not to say. 14.What is your annual household income range? Less than $60,000 $60,001 – $80,000 $80,001 – $100,000 $100,000 – $200,000 $200,000+ I prefer not to say. 15.How likely are you to keep giving to the Ontario SPCA? Very likely Somewhat likely Somewhat unlikely Not likely Unsure/don’t know 16.How likely are you to recommend the Ontario SPCA to family and friends as a good choice for them to support? Very likely Somewhat likely Somewhat unlikely Not likely Unsure/don’t know 17.We value feedback from our supporters and want to take this opportunity to find out how you think we are doing. Please tell us what you think. My monthly gift will be: $15 $25 $30 Other : $ You may change or cancel your contribution within 30 days by calling toll free at 1-888-668-7722 extension 321, just ask for Cathy or Maggie You have the right to receive reimbursement for any debt that is not authorized or is not consistent with this PAD agreement. Please visit www.ontariospca.ca for more information. For more information about our privacy practices, e-mail privacy@ospca.on.ca or visit www.ontariospca.ca. In order for Ontario SPCA to raise more funds, we may trade names with other charities. If you do not wish to have your name traded, please check here . 12-031_P2-Letter-Survey_14.indd 1 5/9/12 3:44:13 PM 24 July 2014 Slide 41
- 42. Build Profiles / Personas Buyer 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." 24 July 2014 Slide 42
- 43. PERSONA 1Name: Who: What: Biggest Challenges This Year: Hopes/Dreams/Aspirations: 24 July 2014 Slide 43
- 44. Step 2: Map & Improve a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to Succeed 24 July 2014 Slide 44
- 45. Team Facilitation • Good to have outside party / consultant facilitate • Invite anyone who‘touches’the donor – events, service, direct marketing, donor services, advocacy • Set-up your journey mapping canvas… 24 July 2014 Slide 45
- 46. Sample Journey Plan 24 July 2014 Slide 46
- 47. 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 24 July 2014 Slide 47
- 48. 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 24 July 2014 Slide 48
- 49. Step 3: Engage & Automate a. Draft communication plan b. Automate the plan c. Hyper-personalize the plan 24 July 2014 Slide 49
- 50. Features of the right software: • Lead nurturing, scoring, and tracking • Email and landing page creation • Closed-loop reporting • CRM integration 24 July 2014 Slide 50
- 51. Step 4: Measure & Manage a. Identify & track KPIs b. Test your assumptions c. Build a feedback loop d. Iterate & improve 24 July 2014 Slide 51
- 52. 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 24 July 2014 Slide 52
- 53. Lasting change doesn’t happen overnight… • Reshaping donor communications is a long term investment. • Take a couple of months to gather information about your donors. • At the same time, review your current communications. • Then, meet with the team to discuss the results and develop a plan for a new donor journey. 24 July 2014 Slide 53
- 54. Start small… • You’re already managing multiple projects, events and initiatives; pick one or two things you can change now and slowly add in other changes. • Realistically give yourself 6 months to a year to implement the whole plan. • A slow and steady pace will help keep you and the team on track. 24 July 2014 Slide 54
- 56. Thank You! • Connect with us at: – heather.mclean@hjcnewmedia.com – brian.walsh@oracle.com – paul.stonge@hjcnewmedia.com • Additional resources – http://designingcx.com/ – http://hjcnewmedia.com/ 24 July 2014 Slide 56