Donor Centric Approach Building a sustainable Donor Environment

Donor Centric

What does a Donor Centric approach mean?

Why facing the challenges now is important?

Why should we be Donor Centric?

What are the first Steps?

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Donor Centric what does it mean to you?

“Donor Centric” is another way of saying building trust” Simone Joyaux

“Donor Centric means listening to your donors and paying attention to their behaviours, making smart decisions based on those observations”

Jeff Brooks

“We at Marketsoft believe a ‘Donor Centric’ approach is the best approach in building a sustainable giving environment. It involves leveraging one of your most important assets, your donor information, to build trust and the right engagement”

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Facing the challenges Now!.

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Workforce ratio 10:2 – 5:2

Increasing Medical Expenses for the aged

9.2 Million Persons Aged 45+ 38% of the work force 39% of the Population

Over targeting

Communication

Overload/Competing Spend

Living Longer

Burred Messaging

Changing Channels

Fatigue & high lapse

Increase in Housing costs

There is an Ocean of statistics out there some good some not so good.

Why should we be Donor Centric Adopting a donor centric approach will generate sustainable revenue, because the methodology tailors communication and service to maximise your donor relationship.

How do we know this? We see it in the commercial world where a Customer Centric approach has been adopted.

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Discretionary Spend

Expenditure

Savings

Over a persons life, their ability to give will vary in both time and dollars. Establishing the right tools and approach will enable you to recognise this.

Data Quality

Donor Governance

Collaboration

Lifetime Value & Share of Wallet

Life Stage

Channel Optimisation

The most important

asset today is the data

you hold on donors

past and present. This is

the information that

can help you build a

sustainable

organisation

First Steps - road map to a Donor Centric environment

Combining history and

insights, enables best

practice around

communication and

donor management

Protecting the

Donor, protecting

the cause

Taking into account

donor life stage and

household

composition

With the right donor

management,

calculate LTV and

Share of Wallet. Know

what is far and

reasonable.

Contact when and

where it’s appropriate

to the donor

Capture donor Needs and

Wants

Capture preferences

&

Information needs

Nurturing & Lead gen

Leverage knowledge

to maximise the long

term relationship and

to increase the size of

the pond, grow &

engage tomorrows

givers

Underpinned by 7 Corner Stones – Principles

1. Planting Trees

Collaboration, Culture and Commitment

2. Donors are people

Create loyalty, treat them as equally as important as the cause.

3. Leverage data/ What you know

Leverage Data and Observations to improve the right Donor experience and engagement, analytics

4. Fair Value exchange

Start real conversations, with a far value exchange,

5. Create Loyalty

Listen to Donors & Improve communications, use multichannel

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Fundamentals 6. Protect the Brand

Respect donor preferences, and communicate the cause successes, build trust

7. Maximise ROI

Have a commercial approach to ensure monies are used effectively “Lifetime value of a donor” is the best way to evaluate “return on investment” in fundraising

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This relates to the Donor Centricity Maturity Score

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What can we learn from other sectors

Historically some would say, that donors have been treated like ATM machines…The focus being on the financial transaction and not the donor

This is the equivalent of the commercial world raising pricing without and increased value in return.

Smart organisations would rather have a giving a $25 annually for 10 years rather then a once off payment of $500.

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Donors are known as customers, the commercial sector who is also under increased competition has come to the realisation they need to do the following.

1. Understand customer wants, needs, likes and dislikes

2. Infuse customer insights across the business functions

3. Create business value from customer insights

4. Engage with customers across any channel

5. Empower customers to interact with brands on their own terms