personalizing the donor experience...© 2016 snowflake llc. all rights reserved. step 1 – research...

© 2016 Snowflake LLC. All rights reserved.

Personalizing the Donor Experience

Improving revenue generation by profiling your “market” and customizing outreach

Non-profit InitiativeSeptember 20, 2016


IntroductionPersonalizing the Donor Experience

Improving Revenue Generation by Profiling Your “Market” and Customizing Outreach

PresenterTom Morley President + Managing DirectorSnowflake LLC

e-mail: [email protected]: @snowflakellc

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Starting PointMass mail and e-mail lists

Money left on the table• Key non-profit e-mail data1

– Bulk e-mail open rate < 20%– Click-through rate < 9%

• Similar outlook for traditional mailings

For every 100 e-mails, two people interact (click).

Many prospective donors are neither reading nor interacting with standard outreach methods. Their money is untapped potential.1Source: Constant Contact, July 2016

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Media RevolutionPeople interact with

information differently

• Personal• Web sites• Social media• Applications• Blogs

The “other 98” are getting their information from different places. If you’re not there, you’re missing them.

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The AdjustmentYou can’t do everything!

Time, money, and opportunity cost… for what?• A “kitchen sink” approach

is a waste of resources• Four key things:

– Segmentation– Personalization– Customization– Prioritization

Donors are not monolithic, and you don’t have to “see what sticks.” You can know them individually, and focus your efforts.

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Know the MarketBreak it down!

The “market” is really a set of “mini-markets”

• Differentiated by: – Demographics– Economics– Pscyhographics– Behaviors

• Exploration is key to recognition

“Segmentation” helps us understand the different groups that may be interested in donating to the cause.

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Meet the DonorsGet to know them!

There’s a lot you can learn • Potential• Interests and concerns• Engagement preferences

– Information– Media– Frequency

• Decision factors

“Personalization” helps us understand what drives prospects to donate, and what will keep them coming back.

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Play Favorites

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Be selective!Not everyone is worth your time and effort

• Market size• Giving threshold

– Immediate– Long-term

• Ease of access• Outreach costs

“Prioritization” focuses our attention on the prospects who will give us the best ROI, within budget.


Hit the MarkGo to them!

Reach your prospects physically, emotionally

• Media • Messages• Offers

– Tangible– Intangible

• Platforms• Outcomes

“Customization” targets groups directly, making it easy for them to make the donation to our organization, more than once.

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Profile

Customize

Research

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Plan of Attack


Step 1 – ResearchGetting intimate with your market

Learn the particulars about your prospects

• Demographics• Economics• Behaviors• Decision drivers

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People are more than just names and addresses. If you’re going to reach and influence them, you have to understand them.


Step 1 – ResearchGathering information

Use multiple methods to “dig deep” in the market

• Look at existing donors– Explore your data– Ask them directly

• Talk to the “market”– Representative samples– Surveys, focus groups, etc.

• Use your knowledge

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You can’t have lunch with every prospect, but you can sit down and get to know who they are and what makes them tick.


Step 1 – ResearchAnalyzing the data

Find out what you know• Giving potential• Explanatory factors, e.g.:

– Age groups– Education – Income– Interests– Conditions

• Questioning “why”

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Data can tell us a lot, depending on how we look at it. Data analysis is partially art—examine it from multiple angles.


Step 1 – ResearchSegmenting the market

Identify meaningful prospect groupings

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Threshold = $100 – $500Probability of donating = 75%

Age range = 30 – 39 Leesburg, Ashburn, Sterling

Employed full-timeKey factors = Impacts, involvement


Age range = 65 and overLeesburg, Ashburn, Sterling

Employed part-time or retiredKey factors = Tax benefits, causes


Step 2 – Profile“Getting to know you”

Meet your prospects face-to-face, and walk with them• Personalize segments to represent the “typical prospects”• Build “journey maps” to identify engagement patterns

– Individuals’ interactions with the organization– Initial contact to conversion to repeat contributions

14© 2016 Snowflake LLC. All rights reserved.

“Personas” give “life” to prospects, helping us to understand in detail who they are and why they would donate to our non-profit


Step 2 – Profile

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Building personas: Create the images


Age range = 30 – 39 Leesburg, Ashburn, Sterling

Employed full-timeKey factors = Impacts, involvement

Big social media user, always on computerPrimarily shops on-line, avoids brick-and-mortar

Works >60 hours per weekDoes not identify as religious, avoids churchNot actively involved in community activitiesInterested in social causes, but has no time

Donates impulsively, but attaches to recipientsCares about recipients’ results

Wants to be told, doesn’t search for information

Uncomfortable around computers, but triesComparative shopper, coupon-clipper

Semi-retired, works for spending moneyActive church-goer, involved in church groups

Volunteers at local soup kitchenDonates at end of year to national organizations

Doesn’t research recipients, goes by “feel”Doesn’t pay much attention to recipients’ results

Interested in current events, learns from TV

Segm

ent

Rod Marshall Judy Fleming


Age range = 65 and over Western Loudoun County, Leesburg

Employed part-time or retiredKey factors = Tax benefits, causes

Segm

ent


Step 2 – ProfileMapping the journey

Envision the process from contact to conversion

• Tell the story– Getting interested– Entering a relationship– Making the decision– Pulling the trigger– Staying in touch– Donating again

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Laying out the journey is essential to a well-crafted, customized engagement plan that drives initial and repeat conversions.


Step 2 – ProfileMapping the Journey: Key components

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Passive Interest

Return Conversion

Initial ConversionActivation Cultivation Delivery Engagement

The prospect’s progress on the journey

What the prospect knows, how he acts, etc.

What the prospect is thinking

The prospect’s emotions, high and low moments

Key moments for engagement in the journey

Stages

Attributes

Thoughts

Feelings

Opportunities


Step 2 – ProfileMapping the journey: Excelsior of Loudoun County

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Passive Interest

Return Conversion


Aware of issue, must be soldon importance and madeaware of Excelsior as amajor player addressing it.

“Gets” the issue, knowswho Excelsior is, and sees itas “one of many,” not sureof its specific role.

Has an idea of whatExcelsior does and howprograms help to alleviatepoverty in the local area.

Has confidence in Excelsior.Wants to get more involvedwith the organization, can’tmake time commitment.

Made donation, now expectssome form of “delivery” ortangible return for personalcontribution to Excelsior.

Comfortable Excelsior usedhis donation responsibly.Wants to stay connected,still can’t commit time.

Satisfied with progress onissue, and feels good aboutbeing part of successes,even if not physically.

• Member of communitygroups on social media,to keep current

• Doesn’t typically go topublic forums wherephysical ads can be seen

• Primary reads the newsonline, often using socialmedia for perspectives

• Likely to give moneyover time, but needs tobe led to organization

• Sees the county’s andcity’s programs as mosteffective for local issues

• Doesn’t actively researchto learn more aboutservice providers in area

• Seeks opportunities tobe involved in solvingproblem, if he has time

• Isn’t sure if Excelsior’sprograms work, stillsees as one of many

• Doesn’t know a singlething about Excelsior’sbudget, size, capacity

• Not actively trying tomake donation, but willconsider if asked directly

• Very concerned at howmoney will be used, inconcrete terms, on issue

• Frequently shops fromhome, prefers electronicpayments if secure

• Wants to show supportfor cause and Excelsiorso others are aware

• Would like to know hismoney was used aspromised when asked

• Needs some physicalitem that he can “hold”in return for donation

• Remaining personallyinterested in the cause,wants to see progress.

• Still directed to newsand events via socialmedia vs. specific outlets

• Poverty is now “highpriority,” other interestscompete for time.

• Does not care nor keeptrack of when he hasdonated, just that he did.

• Most likely to donateagain if he sees specificneed or initiative.

• Not a “habitual donor,”but willing to consideragain if asked directly.

I don’t the have time toresearch and read aboutissues or who helps solvethem. If I see something inmy Facebook feed, I‘d bemore interested.

Hmm…well, maybe I shouldcheck this out, I keepseeing Tweets and postingsin Facebook about thisExcelsior group, and theyare right here in Leesburg.

I’d like to help those inneed, and maybe I canthrough Excelsior. Wherecan I get more detailedinformation? How do I getinvolved, with no time?

It seems the best way tocontribute is to make adonation. I’m open to that,but I am not exactly surewhat they are going to dowith the money.

Wow, I just gave a donation.Is that it? What do I get outof this contribution? Will itreally help? What are myfriends going to think aboutmy support for this?

Cool. I’m seeing that I’mmaking an impact. I loveseeing success stories onFacebook and the blog.They really show how mymoney is working.

They’re asking again andI’m glad I can see the greatwork Excelsior is doing andI want to keep helpingthem. I really think I amhelping here.

I feel curious. I didn’t knowthis was such a problem inour area, and It looks likethere are people helping.

I’m interested to knowmore about this group Ikeep seeing. They seem tobe doing good work.

I’m sympathetic, and I feeldetermined to help. I justneed more information onhow exactly I fit in.

I feel concerned. I’ve gotthe means, but I really needto know how my money isgoing to be used.

I feel good, but a little bitapprehensive. I would likesomething concrete. I don’twant to be embarrassed.

I feel proud. I am part ofthis effort to make adifference locally, and I cansee that it is very successful.

I feel accomplished, but Iknow that the work isn’tdone. As long at there arepoor people, I’m in.

Educate him on extent ofthe problem, and let himsee Excelsior’s name locallyattached to it.

Push out information onExcelsior and its keyprograms. He’s willing toread if given digestible info.

Show him how Excelsiorworks, that it’s effective,and is best organization tobe involved with.

Ask for specific donation,show the impacts, and leadto an easy, secure way tomake payment.

Give tangible item(s) thatallow him to visibly showsupport. Clearly identify hisspecific impact.

Tell success stories, andmake them easy to find andread, as he may not activelyseek them out.

Remind and show whymoney is needed. He willnot be a good candidate forautomatic donations.


Step 3 – CustomizeDeveloping profile-specific approaches

Plan to meet your prospects where they are, holistically• Messaging• Methods• Placement• Media• Offers• Interactions• Timing

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We can get “economies of scale” when there are similarities in approaches to different types of prospects.


Step 3 – CustomizeDeveloping profile strategies: Excelsior of Saratoga County

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Passive Interest

Return Conversion


Message Educational – Information about the problem of poverty in the regionFamiliarity – Prominent logo, compelling tagline, basic information

Methods Short, impactful informational blurbs or infographicsTargeted advertisements

Placement Facebook (local community group pages)

Media Electronic (web-based) postsOn-line videos

Offers Learn more (see Activation strategies)

Interactions Link to web site from Facebook postings and advertisements

Timing Continuously for 30 days, six months before required Initial conversion


Step 3 – CustomizePrioritizing StrategiesChoose the best mix to

achieve objectives

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Prioritizing strategies allows us to invest our budget on groups most likely to deliver the outcomes we need.

Budget StrategyCost

Net Return

Risk


Key PointsHopefully you have learned...

Essential takeaways from today

• Mass (e-)mail appeals are so yesterday

• The “donor market” is not monolithic

• Relationships are worth cultivating

• You should know your prospects, very well

• You have the tools to influence behaviors

• You’re the guide on a dynamic journey

• Not everyone is worth the effort

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About SnowflakeWe help organizations own their futures

• Founded in 2014 by former “Big 4” consultants• Our company’s mission is to bring top-tier consulting perspectives,

experiences, and professionalism to organizations that help build and sustain communities, at affordable costs

• We focus on:– Strategic planning– Market engagement– People strategies– Organizational cost-effectiveness

• We work with our clients to scale our services to their needs, capabilities, and resources

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Keep in Touch• E-mail

[email protected]

• Phone+1.540.931.9943

• Webwww.snowflakellc.com

• Facebookwww.facebook.com/snowflakellc

• Twitter@snowflakellc

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we help organizations own their futures

www.snowflakellc.comtwitter: @snowflakellc

personalizing the donor experience...© 2016 snowflake llc. all rights reserved. step 1 – research...

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