Integrated Best Practice: The Donor Journey
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The document outlines a webinar on designing donor journeys, emphasizing the significance of understanding customer experience and journey mapping. Key components include analyzing donor interactions, creating targeted content, and utilizing data integration for personalized engagement. It highlights an iterative approach to improving donor relationships and maximizing long-term value through strategic marketing actions.
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Integrated Best Practice: The Donor Journey
- 1. Integrated Best Practice: The Donor Journey February 20, 2015 | 4-5pm Eastern Speakers: Heather McLean, hjc Brian Walsh, Oracle Thank you to our session sponsors:
- 2. SPEAKERS Heather McLean, Senior Advisor, hjc Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle Speaker photo Speaker photo
- 3. Let us know what you’re thinking! Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send
- 4. 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
- 5. CX: Customer experience trends
- 6. 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
- 10. JOURNEY MAPPING THE PATIENT EXPERIENCE Experience
- 11. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM BEHAVIORS ATTITUDES PEOPLE THINGS ONSTAGE EXPERIENCE PEOPLE THINGS BACKSTAGE SUPPORT Select a specific customer to map DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUTER CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES CREATE INITIAL MAP Attitudes, Behaviors and Experiences
- 12. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS
- 13. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER TAKE IMAGE DEVELOP IMAGE NEEDS Roles & Processes POSITION PATIENT
- 14. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding NURSE FEEL SAFE FEEL BETTER TISSUES POSITION PATIENT TAKE IMAGE DEVELOP IMAGE
- 15. http://dschool.stanford.edu/student/doug-dietz/
- 16. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DESIGN NEW EXPERIENCES Influence attitudes to change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
- 18. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD CAN WE DO IT AGAIN?? THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
- 19. CX: CASE STUDY CITIBANK MOTOROLA SOLUTIONS INDIGO SUN LIFE TUFT’S MEDICAL UNIVERSITY OF TEXAS AT DALLAS BC CHILD PROTECTION SERVICES
- 21. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
- 22. Content Creation You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.
- 23. Personalization & Context As you learn more about your donors over time, you can better personalize your messages to their specific needs.
- 24. 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.
- 25. Channel Ecosystem No silver bullet: future is integrated Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer/ Meetups Monthly giving Directed giving
- 26. 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.
- 27. Data & Systems Matter • CRM Solution is Must. • Data Integration is Must. • Marketing Automation Capability is a Must.
- 28. Journey Map Components: • Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the constituent; • Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, donation / conversion, renewal / upgrade); • Emotion: peaks and valleys illustrating frustration, anxiety, happiness etc.; • Touchpoints: constituent actions and interactions with the organization. This is the WHAT the constituent is doing; and • Channels: where interaction takes place and the context of use (e.g. website, native app, call center, event). This is the WHERE they are interacting.
- 29. Nice to haves: • Moments of truth / that matter: A positive interaction that leaves a lasting impression, often planned for a touchpoint known to generate anxiety or frustration; and • Supporting characters: peripheral individuals (caregivers, friends, colleagues) who may contribute to the experience.
- 30. 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!
- 31. 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
- 32. Step 1: Analyze & Identify a. Start with your database b. Look at your analytics c. Solicit feedback through surveys d. Build profiles / personas
- 33. Why a database audit? • Benchmark • Identify Trends • Identify Pain Points • Identify Opportunities
- 34. 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
- 37. A Good Supporter Survey Should: Collect demographic information Collect information on giving potential and interests Collect information on first interest and interaction with your charity Find legacy bequests Collect information on communication preferences Integrate back into your CRM for future marketing opportunities & segmentation Help you build profiles / personas
- 38. 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
- 39. And the mail will pay for itself…
- 40. 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.
- 41. New stats • 62% (compared to 55%) of respondents converted leads to donors within the first 3 months • 30% (compared to 22%) reported getting that ultimate 2nd gift
- 43. Step 2: Map & Improve a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to Succeed
- 44. 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…
- 45. Sample Journey Plan Slide 45
- 46. 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
- 47. 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
- 48. Step 3: Engage & Automate a. Draft communication plan b. Automate the plan c. Hyper-personalize the plan
- 49. Features of the right software: • Lead nurturing, scoring, and tracking • Email and landing page creation • Closed-loop reporting • CRM integration
- 50. Step 4: Measure & Manage a. Identify & track KPIs b. Test your assumptions c. Build a feedback loop d. Iterate & improve
- 51. 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
- 52. 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.
- 53. 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.
- 54. Get Your Own Journey Mapping Kit! • Email: [email protected] • Subject Line: Send me a Journey Mapping Kit
- 55. Continue the discussion! • The vision of the IMAB is to promote a discussion of the various successes and failures related to integrated marketing: understandings, trends, benefits and adoptions of integrated marketing activities within the nonprofit community. • Visit us at imabgroup.net today!