The Donor Journey How to Make it Long

1
The Donor JourneyHow to Make it Long Fruitful

• Tobin Aldrich
• Fundraising Director WWF-UK

2
What do we want from our donors?

• Net income
• Long-term relationships
• Predictable income
• Multiple products or engagements
• Measured by net lifetime value (LTV)

3
A Profitable Journey

• Recruiting the right donors
• Maximising the length of the relationship
• Maximising the value of the relationship
• Managing the relationship cost-effectively
• Focus on the donors with the highest potential

4
Recruiting the right donors

• All donors are not equal
• A small of donors will account for a large of
  value
• Identifying who are the valuable prospects
• Identify how to recruit the valuable prospects
  cost-effectively

5
Donor Recruitment Matrix
6
Return on investment (ROI)
7
Maximising the length of the relationship

• Donor attrition is a major issue
• Days when donors remained giving for year after
  year without effort by the charity are gone
• How do we ensure that a donor gives for longer?

8
Maximising the length of the relationship

• Recruit donors who will stay longer
• Older donors more loyal
• Donors recruited by some methods stay longer than
  others
• Give donors what they want
• Communications appropriate to what recruited them
  
• Listen to their communication preferences

9
Maximising the length of the relationship

• Engage those you can
• Make cause real
• Touch it and feel it
• But many dont want to engage
• Go back to those who lapse
• Quickly
• Repeatedly
• Cross-sell upgrade

10
Maximising the valueof the relationship

• Upgrade
• Soon
• Often
• With different propositions
• With different offers
• Cross-sell
• With different propositions
• With different offers

11
WWF Individual Supporter Audiences
12
Managing the relationship cost-effectively

• Using the most effective communication methods
• What do they want from us?
• Ensuring all our communications have a purpose
  and add value
• Measuring the impact of our communications

13
Engaging Supporters
14
Donor Pyramid
Legacy Gifts Major Gift Donors High Value
Donors Regular Givers Responders The Universe -
Prospects
15
Curve of Involvement (with thanks to Tarnside
consulting)
16
(No Transcript)
17
Engaging Supporters

• How do we engage?
• Make the cause real
• Meet beneficiaries
• Hear from field workers
• See/touch/feel the work
• We cant do this for everyone
• We can make our communications as real as
  possible
• We need to prioritise our efforts

18
Engaging Supporters

• Who should we focus on?
• Who are the most valuable
• Who are the most engaged
• Who have the highest potential value?
• Who are most likely to engage?

19
Engaging Supporters

• A 4 point matrix
• Score each of 4 criteria
• Actual engagement (E)
• Potential engagement (PE)
• Actual value (V)
• Potential value (PV)
• 7 point scale (0 lowest, 6 highest)
• Supporter Potential (EPEV)PV

20
Engaging Supporters
21
Engaging Supporters
22
Conclusions

• What are your objectives
• Recruiting the right supporters
• Maximising the length and value of the
  relationship
• Focus investment on those supporters with the
  best potential