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The Donor Journey How to Make it Long & Fruitful

The Donor Journey How to Make it Long & Fruitful. Tobin Aldrich Fundraising Director WWF-UK. What do we want from our donors?. Net income Long-term relationships Predictable income Multiple products or engagements Measured by: net lifetime value (LTV). A Profitable Journey.

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The Donor Journey How to Make it Long & Fruitful

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  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 don’t 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. Taking personalresponsibility Ownership Commitment Engagement Interest Awareness HIGH £ GIVEN LOW HIGH INVOLVEMENT LOW Curve of Involvement(with thanks to Tarnside consulting)

  16. Engaging Supporters • How do we engage? • Make the cause real • Meet beneficiaries • Hear from field workers • See/touch/feel the work • We can’t do this for everyone • We can make our communications as real as possible • We need to prioritise our efforts

  17. 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?

  18. 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= (E+PE+V)*PV

  19. Engaging Supporters

  20. Engaging Supporters

  21. 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

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