The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonprofit

THE DONOR JOURNEY A Step-By-Step Guide to Lifecycle Marketing for your Nonpro!t 24 July 2014 Presented By:

April 16, 2014 Slide 2

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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 3 24 July 2014

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

CX: CUSTOMER EXPERIENCE TRENDS

24 July 2014 Slide 5

Customer Experience Journey Mapping

•  Organizations which provide a compelling customer experience reap the bene!ts

•  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


http://dschool.stanford.edu/student/doug-dietz/ 24 July 2014 Slide 7

24 July 2014

{ The Experience } Journey Mapping the Patient Experience


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

ON

STA

GE

EXPE

RIEN

CE

PEOPLE

THINGS

BACK

STA

GE

SUPP

ORT

Select a speci!c customer to map

SOFIA

DOCTOR MOM CHECKIN NURSE

IMAGING TECH MOM DOCTOR

ANESTH. IMAGING

TECH

MRI MACHINE

DESK & COMPUTER CHART CAR

TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES

CREATE INITIAL MAP Attitudes, Behaviors and Experiences

GOES TO INITIAL

DOCTOR



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …



ANESTH. IMAGING

TECH

MRI MACHINE

DESK & COMPUT. CHART CAR

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!



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. 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

GOES TO INITIAL

DOCTOR



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …



ANESTH. IMAGING

TECH

MRI MACHINE


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!



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. 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

GOES TO INITIAL

DOCTOR



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …



ANESTH. IMAGING

TECH

MRI MACHINE


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!



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. 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

http://dschool.stanford.edu/student/doug-dietz/ 24 July 2014 Slide 15

GOES TO INITIAL

DOCTOR



CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …



ANESTH. IMAGING

TECH

MRI MACHINE


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!



TECH. WRITER

SYSTEM ADMIN.


PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

DESIGN NEW EXPERIENCES Influence attitudes to change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LET’S GO

CAMPING

GOES TO INITIAL

DOCTOR



CRIES & RESISTS

SEES DOCTOR ENTER

GOES THROUGH

MRI

… … …


IMAGING TECH MOM IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR DOUG IMAGING

TECH


RESERV. 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

CX: CASE STUDY CITIBANK MOTOROLA SOLUTIONS INDIGO SUN LIFE TUFT’S MEDICAL UNIVERSITY OF TEXAS AT DALLAS BC CHILD PROTECTION SERVICES


DESIGNING DONOR JOURNEYS


Lifecycle Marketing

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


Content Creation

You 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.


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 Outreach Engagement

Direct mail

Website

Volunteer/Meetups

Monthly giving

Directed giving

25 24 July 2014

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.


Data & Systems Matter

•  CRM Solution is Must. •  Data Integration is Must. •  Marketing Automation Capability is a

Must.


The Customer Lifecycle PURCHASE RECOMMEND

MAINTAIN

RESEARCH NEED RECEIVE USE

1!

2!

3!

4!

5!

6!

7!

8!

SELECT BUY OWN Support & Serve Market & Sell

Oracle has the most complete CX portfolio available

“Short-term fundraising is focused on need over and over again. Great fundraising is focused on emotional glow over and over again.”

- Alan Clayton


Donor Satisfaction Depends On:

•  Quality of service •  How committed the donor is to your

values / mission •  Emotional connection to your work •  Con!dence in how they money will be

spent

Understand the donor journey begins before the !rst gift!


Objectives: •  De!ne a clear strategy for increasing the #ow 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


Step 1: Analyze & Identify

a.  Start with your database b.  Look at your analytics c.  Solicit feedback through surveys d.  Build pro!les / personas


Why a database audit?

•  Benchmark •  Identify Trends •  Identify Pain Points •  Identify Opportunities


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


Other Valuable Reports:


Supporter Surveys


Here’s where I go on my rant against anonymous surveys!

A Good Supporter Survey Should: ü Collect demographic information ü Collect information on giving potential and

interests ü Collect information on !rst 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 pro!les / personas


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


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 !rst 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 !nd 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 o"cial magazine, in the past, you may be wondering how it’s di#erent 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 !nd 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 speci!ed 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 [email protected] 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


Build Pro!les / 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."


PERSONA 1 Name:

Who:

What:

Biggest Challenges This Year:

Notes:

Hopes/Dreams/Aspirations:


Step 2: Map & Improve

a.  Map Current Journeys b.  Improve & Innovate c.  Build Infrastructure & Processes to

Succeed


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…


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


Step 3: Engage & Automate

a.  Draft communication plan b.  Automate the plan c.  Hyper-personalize the plan


Features of the right software:

•  Lead nurturing, scoring, and tracking •  Email and landing page creation •  Closed-loop reporting •  CRM integration


Step 4: Measure & Manage

a.  Identify & track KPIs b.  Test your assumptions c.  Build a feedback loop d.  Iterate & improve


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


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.


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.


Thank You!

•  Connect with us at: – [email protected] – [email protected] – [email protected]

•  Additional resources – http://designingcx.com/ – http://hjcnewmedia.com/ 24 July 2014 Slide 56

The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonprofit

Government & Nonprofit

Transcript of The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonprofit