The Donor Journey: A Step-By-Step Guide To Lifecycle Marketing For Your Nonprofit 24 July 2014

THE DONOR JOURNEY
A Step-By-Step Guide to Lifecycle Marketing for your Nonprofit

24 July 2014
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April 16, 2014 Slide 2

Agenda
•  Introduction of Speakers & Presentation
•  CX: Customer Experience Trends
•  CX: An Overview of Journey Mapping
•  From CX to DX – Designing Donor Journeys
–  Step 1: Analyze & Identify
–  Step 2: Map & Improve
–  Step 3: Engage & Automate
–  Step 4: Measure & Manage
24 July 2014 Slide 3

Speakers
Heather Brian
Heather McLean, Senior Fundraising Advisor, hjc

Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle
Moderated by Paul St Onge, Business Development, hjc

CX: CUSTOMER EXPERIENCE
TRENDS

Customer Experience Journey Mapping
•  Organizations which provide a compelling

customer experience reap the benefits
•  With products, services and pricing so
competitive, customer experience is the last
remaining sustainable diﬀerentiator
•  Journey Mapping is an emerging and powerful
technique to understand the needs of the
customer, whether that customer is a consumer,
citizen, student, patient, user, employee,
member, or donor

24 July 2014 Slide 7 http://dschool.stanford.edu/student/doug-dietz/
{ The Experience }
Journey Mapping the Patient Experience

Select a specific customer to map
AM I THAT NO! NO!

WISH I WAS I’M REALLY WILL IT MOM CAN’T
REALLY
ATTITUDES LOOKS PLEASE
AT SCHOOL NERVOUS HURT ME?! HELP?
SICK? SCARY! NO!
GOES TO … SEES GOES

… RIDES TO … WALKS TO SEES MRI CRIES & GETS A
INITIAL
BEHAVIORS CHECKS IN DOCTOR THROUGH
HOSPIT’L MRI ROOM MACHINE RESISTS SHOT
DOCTOR ENTER MRI
SOFIA
CHECKIN IMAGING NURSE DOCTOR IMAGING

DOCTOR
PEOPLE MOM MOM
NURSE TECH ANESTH. TECH
EXPERIENCE
ON STAGE
TAKE-
DESK & MRI SHOT & MRI
HOME
THINGS CAR COMPUTER CHART TISSUES
MACHINE DRUGS MACHINE
PACKET
PATIENT
TECH. HOSPIT’L SYSTEM IMAGING
PEOPLE DOUG SAFETY
WRITER BLDG MGR ADMIN. TECH
TEAM
BACK STAGE
SUPPORT
CREATE INITIAL MAP

Attitudes, Behaviors and Experiences
PATIENT STAFF IMAGING

RESERV. DRUG
THINGS RECORD PAGING RECORD
SYSTEM ROOM
SYSTEM SYSTEM SYSTEM
AM I THAT NO! NO!
REALLY LOOKS PLEASE
SICK? SCARY! NO!

INITIAL CHECKS IN DOCTOR THROUGH
DOCTOR ENTER MRI
SOFIA
IMPACT IMAGING MORE COST OF SIDE

TIME STAFF DRUGS EFFECTS
DOCTOR MOM MOM
TAKE-
HOME CAR CHART TISSUES
COMPUT. MACHINE DRUGS MACHINE
PACKET
PATIENT
DOUG SAFETY
TEAM
EVALUATE & PRIORITIZE

Identify moments that matter for the customer and the organization

RESERV. DRUG
RECORD PAGING RECORD
SYSTEM ROOM
FEEL
NEEDS FEEL SAFE
BETTER
AM I THAT NO! NO!

REALLY LOOKS PLEASE
SICK? SCARY! NO!

DOCTOR ENTER MRI
SOFIA

DOCTOR MOM MOM
TAKE-
PACKET
Roles & Processes POSITION TAKE DEVELOP

PATIENT IMAGE IMAGE
PATIENT
DOUG SAFETY
TEAM
ADD DETAIL TO UNDERSTAND

Gain deeper understanding of needs, and how those needs are fulfilled

RESERV. DRUG
SYSTEM ROOM
FEEL
BETTER FEEL SAFE
AM I THAT NO! NO!

REALLY LOOKS PLEASE
SICK? SCARY! NO!

DOCTOR ENTER MRI
SOFIA

DOCTOR MOM MOM
TAKE-
PACKET
POSITION TAKE DEVELOP

PATIENT IMAGE IMAGE
PATIENT
DOUG SAFETY
TEAM
EVALUATE & FRAME ISSUE OR OPPORTUNITY

Based on deep customer understanding

RESERV. DRUG
SYSTEM ROOM
24 July 2014 Slide 15 http://dschool.stanford.edu/student/doug-dietz/
FEEL SAFE
AM I THAT NO! NO!

REALLY LOOKS PLEASE
SICK? SCARY! NO!

DOCTOR ENTER MRI
SOFIA

DOCTOR MOM MOM
TAKE-
PACKET
IDEA: LET’S
GO
CAMPING
PATIENT
DOUG SAFETY
TEAM
DESIGN NEW EXPERIENCES

Influence attitudes to change behaviors

RESERV. DRUG
SYSTEM ROOM
I LOVE
COOL SHE WAS CAMPING!
BACK- FRIENDLY J SO FUN!
PACK!
AM I THAT NO! NO! CAN WE

TODAY
WISH I WAS THIS
I’M REALLY WOW, A FEELS LIKE
WILL IT MOM CAN’T
REALLY LOOKS THIS ISN’T PLEASE DO IT
ATCOULD BE
SCHOOL PLACE IS
NERVOUS CAMP- HURTI’M
ME?! HELP?
SICK? SCARY! TOO BAD NO! AGAIN??
FUN NEAT! FIRE! CAMPING
GOES TO LAYS … SEES GOES

HAS
… RIDES TO … WALKS TO SEES MRI CRIES & LISTENS TO
INITIAL CHECKS IN DOWN IN DOCTOR THROUGH
MRI SCAN
HOSPIT’L MRI ROOM MACHINE RESISTS CRICKETS …
DOCTOR MACHINE ENTER MRI
SOFIA
IMAGING FEWER ↓ SIDE

NO DRUGS
TIME ↓ STAFF EFFECTS
CHECKIN IMAGING NURSE IMAGING
DOCTOR MOM MOM
NURSE TECH TECH
IDEA:
CAMP
GUIDE
TAKE- IDEA: DESK & MRI MRI
HOME CAMP CAR CHART
COMPUT. MACHINE MACHINE
PACKET BACKPK
IDEA:
CAMPING
SITE

DOUG
TEST NEW EXPERIENCES

New attitudes, new behaviors….different result
PATIENT IMAGING
RESERV. RECORD RECORD
CX: CASE STUDY
CITIBANK
MOTOROLA SOLUTIONS
INDIGO
SUN LIFE
TUFT’S MEDICAL
UNIVERSITY OF TEXAS AT DALLAS
BC CHILD PROTECTION SERVICES

DESIGNING DONOR JOURNEYS

Lifecycle Marketing
You recognize that people go through stages as

they interact with your organization, and that
each stage requires different marketing actions.

Content Creation
You create targeted

content that answers
your donor's basic
questions and needs,
and you share that
content far and wide.

Personalization & Context
As you learn more

about your donors
over time, you can
better personalize your
messages to their
specific needs.

Multi-Channel Presence
Inbound marketing is
multi-channel by nature
because it approaches
people where they are,
in the channel where
they want to interact
with you.

Channel Ecosystem
No silver bullet: future is integrated
Engagement Transactional Outreach
Volunteer/ Direct
Meetups
Online mail
Work Check in
Email
place the mail
Crowd Text/
Mobile SMS
funding
Peer-to- Monthly Social
Peer giving media
Retail
Website
giving
Directed
giving
24 July 2014 25
Integration
Your CRM & analytics
tools all work together
like a well-oiled
machine, allowing you
to focus on deploying
the right content in the
right place at the right
time.

Data & Systems Matter
•  CRM Solution is Must.
•  Data Integration is Must.
•  Marketing Automation Capability is a
Must.

The Customer Lifecycle
PURCHASE RECOMMEND
4! 8!
SELECT 3! BUY OWN 7! MAINTAIN

Market & Sell Support & Serve
1! 5!
2! 6!
RESEARCH NEED RECEIVE USE

Oracle has
the most
complete CX
portfolio
available
“Short-term fundraising is
focused on need over and over
again. Great fundraising is
focused on emotional glow over
and over again.”
- Alan Clayton

Donor Satisfaction Depends On:
•  Quality of service
•  How committed the donor is to your
values / mission
•  Emotional connection to your work
•  Confidence in how they money will be
spent
Understand the donor journey

begins before the first gift!

Objectives:
•  Define a clear strategy for increasing the
flow of donor information and support
within the charity, with clear measures for
success
•  Build deeper relationships with donors and
become more empathetic to donors
•  Create opportunities for donor movement,
increasing cross-selling opportunities,
through strategic cross-team
communication
•  Maximize long term value from donors
Step 1: Analyze & Identify
a.  Start with your database
b.  Look at your analytics
c.  Solicit feedback through surveys
d.  Build profiles / personas

Why a database audit?
•  Benchmark
•  Identify Trends
•  Identify Pain Points
•  Identify Opportunities

Analytics Review
•  Google Analytics
–  Top Referrals
–  Audience Demographics
–  Keyword Performance
•  Facebook Insights
–  Audience Demographics
–  Popular Posts
•  Email Analytics
–  Popular Content & Clicks
•  Alexa.com
–  Competitor Web Analysis

Other Valuable Reports:

Supporter Surveys
Here’s where I go on my rant

against anonymous surveys!

A Good Supporter Survey
Should:
ü Collect demographic information
ü Collect information on giving potential and
interests
ü Collect information on first interest and
interaction with your charity
ü Find legacy bequests
ü Collect information on communication
preferences
ü Integrate back into your CRM for future
marketing opportunities & segmentation
ü Help you build profiles / personas

Online Sample
•  Sent to 57,400 donors
•  3 key segments:
•  Monthly, Active &
Lapsed
–  5,530 responses
(response rate of 11%)
–  Raised $7,574
•  Reactivated 30 donors
•  Found 85 expectances
and 292 legacy leads

And the mail will pay for itself…
9. There are many ways to support the Ontario SPCA. Please let us know if you have heard of AND are interested in learning more about any
of these opportunities (check all that apply):
Making a gift in honour, on behalf of, or in Corporate donations, sponsorship or cause Supporting the Ontario SPCA in lieu of a gift
memory of a loved one or a pet. marketing to loved one (alternative gift giving)
Organizing a community fundraising event Supporting the Ontario SPCA through a gift of Supporting the Ontario SPCA through
Collecting donations through a personal stock or securities a convenient monthly gift
webpage Buying products or using services that support Promoting the Ontario SPCA online (via
Workplace giving the Ontario SPCA e-mail and social networks)
10. Over 90% of our funding comes from generous supporters like you, we’d like to ensure the donation process is as convenient as possible.
What’s your preferred method of making your donations (please check one)?
Through the mail In person through at a Ontario SPCA branch Through bank transfers/direct debit
On the website On the telephone Via PayPal
<Addressee> 11. How many times have you visited an Ontario SPCA location (branch or affiliate)?
Once Three to ten times I have never visited
A couple times So many times that I’ve lost count
To increase our fundraising effectiveness, the following questions will help us understand who are donors are, and make it easier to find
The enclosed copy of Between Friends is just other donors like you. Your answers will be kept strictly confidential.
for you. Please enjoy it, and then take a few 12. Could you kindly provide 13. What is your marital status? 14. What is your annual 15. How likely are you to keep
minutes to tell us what you think. your age range? Married household income range? giving to the Ontario SPCA?
<Salutation> Under 35 Single (never married) Less than $60,000 Very likely
35 to 44 Widowed $60,001 – $80,000 Somewhat likely
We want to thank you for your generosity to the Ontario SPCA and for being such an important friend to the 45 to 54 Separated $80,001 – $100,000 Somewhat unlikely
animals right here in <community name> and across the Province. Without your TRIGGER PHRASE: long-term 55 to 64 Divorced $100,000 – $200,000 Not likely
support, we could not do the work we do to protect animals and promote animal welfare. 65 to 74 Partnered $200,000+ Unsure/don’t know
75+ I prefer not to say. I prefer not to say.
Our supporters often tell us that they want us to keep them up-to-date on our news, activities and upcoming
events, on a regular basis. 16. How likely are you to recommend the Ontario SPCA to 17. We value feedback from our supporters and want to take this opportunity to
That’s why we’ve created Between Friends, a completely new publication exclusively for our valued donors and family and friends as a good choice for them to support? find out how you think we are doing. Please tell us what you think.
supporters – and I’m excited to enclose your personal copy of the first issue. Very likely
Somewhat likely
Somewhat unlikely
News, views, events and more, just for you. Not likely
Unsure/don’t know
<Salutation>, you’ll receive Between Friends twice a year, and every issue will be packed with facts and
information about how your donations work for the animals.
Please check here if you would like someone to follow up with you to discuss the feedback you have provided.
You’ll find news updates and our latest statistics, read about the people working on the frontlines of animal Preferred method of contact: phone e-mail
welfare, hear from other donors just like you, learn about upcoming events in <community name> and across Telephone Number: ( ) E-mail:
Ontario. You can browse feature articles and learn about how our community partners are contributing, as well.
Your answers will remain strictly confidential. Thank you for taking the time to complete this survey!
If you received Animals’ Voice, our official magazine, in the past, you may be wondering how it’s different from We truly appreciate your feedback. We will use this information to enhance our relationships with all of our supporters.
Between Friends.
Animals’ Voice is designed for anyone who wants to know about the work we do in our more than
50 communities throughout Ontario. Between Friends is exclusively for special people like you, who
Join Our Monthly Givers!
have demonstrated their friendship and commitment to the animals in a very real way. Yes, I want to become a Monthly Donor and help the animals even more!
Now that we have created Between Friends, we will be changing the focus and frequency of Animals’ Donation Options My monthly gift will be:
Voice and will no longer be mailing it to our supporters and donors. However, you can still find it online I’ve enclosed a blank cheque marked VOID. I authorize the Ontario SPCA to deduct $15 $25 $30 Other : $
the amount I have specified from the account number on the cheque, on the 1st day You may change or cancel your contribution within 30 days by
at ontariospca.ca/xxxxx. of each month.
calling toll free at 1-888-668-7722 extension 321, just ask for
Cathy or Maggie
We value you and your support. Signature: Date:
If you’re wondering why Between Friends is exclusively for you, the answer is simple. Over 90% of the funding Please charge my credit card on the 1st day of each month: i a e
we need to do our work comes from individual donors and Ontario SPCA supporters just like you.
Card No.: Expiry Date:
Tel.: Signature:
Please see over...
E-mail:
You have the right to receive reimbursement for any debt that is not authorized or is not consistent with this PAD agreement. Please visit www.ontariospca.ca for more
information. For more information about our privacy practices, e-mail privacy@ospca.on.ca or visit www.ontariospca.ca. In order for Ontario SPCA to raise more funds,
we may trade names with other charities. If you do not wish to have your name traded, please check here .
12-031_P2-Letter-Survey_14.indd 1 5/9/12 3:44:13 PM

Build Profiles / Personas
Buyer personas are fictional, generalized
representations of your ideal donors. They
help you understand your donors (and
prospective donors) better, and make it
easier for you to tailor content to the
specific needs, behaviors, and concerns of
different groups."

PERSONA 1 Name: 4UFQIBOJF
Who: 4UFQIBOJFJTXIJUFGFNBMFMJWJOHB-JCFSUZ7JMMBHFDPOEPJOEPXOUPXO5PSPOUP
4IFXFOUUP6PG5 BOEIBTBKPCJOUIFGJOBODJBMTFDUPS4IFNBLFTLBOOVBMMZ
What: 4UFQIBOJFMJLFTUPQSBDUJDFZPHB CBLF BOEBDUJWFMZVTFIFSTPDJBMOFUXPSLT4IF

QSFEPNJOBOUMZTVSGTUIFXFCGSPNIFS*QIPOFPSBUCSFBLTBUXPSL
Biggest Challenges This Year: Hopes/Dreams/Aspirations:

4BWJOHNPOFZUPUSBWFMUP"TJBXJUIGSJFOET "CJHHFSDPOEPJOUIFDJUZ
-PPLJOHHPPEUPIFSCPTTFTBUXPSL (FUUJOHNPSFTPDJBMMZFOHBHFEOFUXPSLJOH
.BOBHJOHIFSQFSTPOBMGJOBODFTHPJOHPVU XJUIQFFST
W TUBZJOHJOBOETBWJOHNPOFZ 5PGJOEBQBSUOFSBOETFUUMFEPXOTUBSUB
GBNJMZCZUIFBHFPG
'JOEJOHBNFBOJOHGVMSFMBUJPOTIJQ

Step 2: Map & Improve
a.  Map Current Journeys
b.  Improve & Innovate
c.  Build Infrastructure & Processes to
Succeed

Team Facilitation
•  Good to have outside party / consultant
facilitate
•  Invite anyone who ‘touches’ the donor –
events, service, direct marketing, donor
services, advocacy
•  Set-up your journey mapping canvas…

Sample Journey Plan

Improve & Innovate
•  Identify “moments that matter” for each
of your donor personas / segments
•  Create content that will help build a
deeper bond with your donor at that
moment
•  Ensure that your communications feel
like a journey, not a million diﬀerent
marketing messages

Build Infrastructure & Processes
•  Look at the ‘on stage’

and ‘back stage’
people and things
needed to create your
journey
•  Review current
structure, culture and
skills and align to new
journey

Step 3: Engage & Automate
a.  Draft communication plan
b.  Automate the plan
c.  Hyper-personalize the plan

Features of the right software:
•  Lead nurturing, scoring, and tracking

•  Email and landing page creation
•  Closed-loop reporting
•  CRM integration

Step 4: Measure & Manage
a.  Identify & track KPIs
b.  Test your assumptions
c.  Build a feedback loop
d.  Iterate & improve

KPIs to track:
•  Time to 1st gift, 2nd gift, monthly gift, etc.
•  # of gifts, average gift
•  Retention rate
•  Channel migration
•  Engagement factors: inbound
communications, clicks, opens,
downloads, subscribes, shares,
comments

Lasting change doesn’t happen
overnight…
•  Reshaping donor communications is a
long term investment.
•  Take a couple of months to gather
information about your donors.
•  At the same time, review your current
communications.
•  Then, meet with the team to discuss the
results and develop a plan for a new
donor journey.
Start small…
•  You’re already managing multiple
projects, events and initiatives; pick one
or two things you can change now and
slowly add in other changes.
•  Realistically give yourself 6 months to a
year to implement the whole plan.
•  A slow and steady pace will help keep
you and the team on track.

Thank You!
•  Connect with us at:
–  heather.mclean@hjcnewmedia.com
–  brian.walsh@oracle.com
–  paul.stonge@hjcnewmedia.com
•  Additional resources
–  http://designingcx.com/
–  http://hjcnewmedia.com/

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THE DONOR JOURNEY

A Step-By-Step Guide to Lifecycle Marketing for your Nonprofit

Ask questions at any time

April 16, 2014 Slide 2

24 July 2014 Slide 3

Heather McLean, Senior Fundraising Advisor, hjc

Moderated by Paul St Onge, Business Development, hjc

24 July 2014 Slide 4

24 July 2014 Slide 5

• Organizations which provide a compelling

24 July 2014 Slide 6

24 July 2014 Slide 10

AM I THAT NO! NO!

GOES TO … SEES GOES

CHECKIN IMAGING NURSE DOCTOR IMAGING

CREATE INITIAL MAP

PATIENT STAFF IMAGING

GOES TO … SEES GOES

IMPACT IMAGING MORE COST OF SIDE

EVALUATE & PRIORITIZE

PATIENT STAFF IMAGING

AM I THAT NO! NO!

GOES TO … SEES GOES

CHECKIN IMAGING NURSE DOCTOR IMAGING

Roles & Processes POSITION TAKE DEVELOP

ADD DETAIL TO UNDERSTAND

PATIENT STAFF IMAGING

AM I THAT NO! NO!

GOES TO … SEES GOES

CHECKIN IMAGING NURSE DOCTOR IMAGING

POSITION TAKE DEVELOP

EVALUATE & FRAME ISSUE OR OPPORTUNITY

PATIENT STAFF IMAGING

AM I THAT NO! NO!

GOES TO … SEES GOES

CHECKIN IMAGING NURSE DOCTOR IMAGING

DESIGN NEW EXPERIENCES

PATIENT STAFF IMAGING

AM I THAT NO! NO! CAN WE

GOES TO LAYS … SEES GOES

IMAGING FEWER ↓ SIDE

TECH. HOSPIT’L SYSTEM IMAGING

TEST NEW EXPERIENCES

24 July 2014 Slide 19

24 July 2014 Slide 20

You recognize that people go through stages as

24 July 2014 Slide 21

You create targeted

24 July 2014 Slide 22

As you learn more

24 July 2014 Slide 23

24 July 2014 Slide 24

24 July 2014 Slide 26

24 July 2014 Slide 27

SELECT 3! BUY OWN 7! MAINTAIN

RESEARCH NEED RECEIVE USE

24 July 2014 Slide 30

Understand the donor journey

24 July 2014 Slide 31

24 July 2014 Slide 33

24 July 2014 Slide 34

24 July 2014 Slide 35

•  Organizations which provide a compelling

What: 4UFQIBOJFMJLFTUPQSBDUJDFZPHB CBLF BOEBDUJWFMZVTFIFSTPDJBMOFUXPSLT4IF

•  Look at the ‘on stage’

•  Lead nurturing, scoring, and tracking