19 ideas to improve your supporters' loyalty

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