19 ideas to improve your supporters' loyalty
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Nineteen great stewardship ideas to
improve your supporters’ loyalty...
Loyalty goes up…
…when the experience you give your supporters,
gets better
Improving your supporters’ experience
Improving your supporters’ experience
First four: More commitment with:
Information – on-line/off-line
Campaigning
Telephone calls
Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
Improving your supporters’ experience
First four: More commitment with:
Information – on-line/off-line
Campaigning
Telephone calls
Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
Stop thinking about…
…winning campaigns
Start thinking about…
…winning hearts, winning commitment!
…and the campaign becomes the mechanism!
Improving your supporters’ experience
First four: More commitment with:
Information – on-line/off-line
Campaigning
Telephone calls
Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
Some measures of retained value…
Donor retention:
Year 1 100 new supporters give you a donation
Year 2 25 of those supporters give you a donation
Donor retention is 25%
Revenue retention:
Year 1 100 new supporters each give you £100
Year 2 25 of those supporters give you £200
Revenue retention is 50%
Telephoning to thank a new supporter…
…increased Revenue Retention by:
40%
Instead of £5,000…
…you would have £7,000 in Year 2
Donor-Centred Fundraising Penelope Burk, Chuck Longfield
(Blackbaud) cited it SOFII
For the cost of
around £600
Improving your supporters’ experience
First four: More commitment with:
Information – on-line/off-line
Campaigning
Telephone calls
Research
Now one more:
Engage them through multi-channel
5
A definitive report…
28 US charities – figures are 2010
$1bn in revenue, over 15m donors
More than three-quarters of gifts are direct
mail, 10% are on-line.
More ways to improve the experience…
Always thank them for their gift!
Let them chose how often they hear from you!
Let them choose WHAT they support
Offer ‘money-back guarantees’
Make your approach relevant
Invite me to hear what I’m achieving
11
More ways to improve the experience…
Celebrate my anniversaries – 5, 10, 20 etc
Invite them to join the Chief Executives’ Fellowship
Understand the impact of ‘identity’
Telephone if they have stopped their regular monthly gift
Offer a payment ‘holiday’
Suggest a lower value of monthly gift
More ways to improve the experience…
Celebrate my anniversaries – 5, 10, 20 etc
Invite them to join the Chief Executives’ Fellowship
Understand the impact of ‘identity’
Telephone if they have stopped their Autogiro
Measure their satisfaction with your service
In the commercial world…
…what is the biggest indicator of customer
loyalty?
Customer satisfaction!
Customer satisfaction surveys
The Net Promoter Score
Key question - ‘How likely are you to recommend this
(company, product, service) to a friend?’
9-10 Promoters
7-8 Passively satisfied
0-6 Detractors
‘How likely are you to recommend
this charity to a friend?’
More ways to improve the experience…
Celebrate my anniversaries – 5, 10, 20 etc
Invite them to join the Chief Executives’ Fellowship
Understand the impact of ‘identity’
Telephone if they have stopped their Autogiro
Measure their satisfaction with your service
Be more clever with technology
REALLY clever, combining media
Why not use web-cams? 19