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CIDSE 2014 (13 May)
1. Engaging with supporters based on their
behaviour, preferences and needs
Steve Thomas David Williams-Jones
#stevethomas393 _________________
13 May 2014
4. Today’s agenda
• Introduction – what is
segmentation anyway?
• Part 1: Making the most
of limited resources
• Part 2: Engaging
supporters beyond
money
7. Why Segment?
Appreciation of motivations
• Communication
• Tone of voice
Facilitates different marketing strategies
• Product
• Media
• Right ‘ask’
Make the appropriate level of investment
12. Part 1: Making the most of fundraising
resources by smart prioritisation
13. Initial findings & recommendations
• Good donor recording on Progress CRM database
• Segment active supporters
• For BD, focussed on Recency, Frequency and Value. But,
– Integrate non-financial support in future?
– Motivations?
• Processes:
– Load donor Journey module
– Data-informed
– Admin-light routine
– Donor-driven
14. Communication Cycle v Donor-driven
Communication Cycle Donor-driven Journey
Driven by Charity needs Donor timescales
Campaign decisions Database rules
Frequency Campaigns and appeals
sent to most
Triggered ‘drip’ communications –
typically weekly/ monthly
Content Newsletters, appeals, e-
comms
Thanking, reassuring, asking,
upgrading
Nature Designed and written for
each campaign
Standard pack.
Digital personalisation.
Priority communication
15. One conclusion:
• Process to routinely convert one time donors
to a second gift
– Reassure that first made a difference
– Pre-packed second gift pack
– Different prompts and copy based on first gift
– Event sponsors have different motives
– Standard packs sent routinely
16. Overall giving since 2011, value:
• Large part of value is with 900 donors (2% of volume)
• Also medium Value is €250 – 999
17. Implications
• 6 segments:
– Very high value
– High value suypporters
– Medium value
– Donors
– Medium level donors
– Low level donors
• Introducing a Donor Cycle for each segment
• Utilise database and suppliers for routine ‘drip’
communication triggered by donor actions
• Progressive lapsing to make sure that we do not spend all of
the donation on newsletters and appeals
• All supporters continue to be treated courteously …
• … but some will repay more investment and engagement
than others
18.
19. Re-balance allocation of investment
• Before:
– Individual donors represent c.36% of fundraising
– Target fundraising ratio of 12%
• Over investing in low value donors – at the expense of HVDs
• Re-balance the investment:
– Increase expenditure on HVDs and MVDs
– Reduce spend on low value base
• Assuming that incomes stay the same. If segnments respond in proportion to spend increase:
– HVD and MVD growth but decline in low level donors
– Major Donors taking more overhead from reduced value donor cells
• Re-distribution of spend creates 19% growth in overall income
• Overall fundraising ratio improves from 13% to 11%
22. About Scripture Union
• A Christian charity with a publishing
arm
• Use the Bible to inspire children, young
people and adults to know God
• Income £7m, 85 staff, 3,000 volunteers
• Schools & churches
• Holidays
• Publishing – print and digital
• Part of international movement of 120
organisations
23. Project aims
• Identify patterns of support so that we can
devise a supporter development strategy to
– boost supporter satisfaction
– maximise retention
– increase income
• Make routine using ProgressCRM database
25. Supporters in obvious groups
• Donors
• Product buyers
• Teachers
• On-line resources
• Prayer groups
• Volunteers
• Church reps
26. First steps
• Installed the Supporter Journey module
• Tracked what were felt to be the important
milestones in support – e.g.
– Made their first purchase; first donation; became a
recurring / committed donor; pledged a legacy
• Identified the common patterns…
28. Initial findings
• Most common first engagement is buying
something. Of those, 81% do nothing else.
• Legacy pledges
– No obvious route
– Less than 1% pledge anyway
– Of those that do, three-quarters started as cash donor
• Most committed givers don’t buy resources or
subscribe
• Best lifetime value start as Committed Giver (4x)
29. The challenge
• With only a minority donating, traditional RFV measures
inappropriate
• A more holistic view of relationships with supporters:
– Understand behaviours
– Respect supporters’ motivations
– Develop ‘journeys’ to enhance relationships
• Analytical approach:
– Identify and develop appropriate data to collect
– Pragmatic - first and useful pass to put into action
– Learn for further work
30. Feedback & Results
Workshop Report
Data Analysis
Segmentation Propensity model
Segmentation & Engagement Workshop
Touchpoints Triggers
The process
31. The solution - beyond RFV
Categorisation of behaviour into
3 new enhanced dimensions:
1. Recency
2. Responsivity
3. Involvement/Value
1. Recency
2. Frequency
3. Value
37. • Recency – how long since latest activity?
<1 year; 1 - 2 years; 2 - 3 years; 3 - 4 years; >4 yrs
• Responsivity – contact in : contact out
more in-bound than out; in-bound is 30% of out
• Involvement – ‘richness’ of activity
Volunteers; signed-up; purchasing; etc
• More in future - social media?
The solution – segmentation
criteria
43. Back analysed an earlier campaign
– RFV Selected
• Grapes: 30% of volume and lost money
– RRI had identified as lapsed
• Limes: 15% of mail and broke even
– RRI had identified as self-motivated
• Apricots: 50% of mail = 150% of net income
47. 12 final names developed by SU team
Greengages Popped-in
Plums Spectrum
Limes Personals
Apricots Stakeholders
Strawberries Browsers
Oranges Wavering
Nectarines Job done
Apples Taken for Granted
Pears Family Time
Grapes Exiting
Raisins Gone
Currants Long Gone
48. What are we doing now?
Analysis
• Sub-segment Stakeholders
even further
• Wide-ranging but high
value
49. What are we doing now?
Creative
• More appropriate ‘asks’ and challenges by
segment, e.g.:
Personals
No cash ‘ask’. Hand-raising pack
Two-stage purchaser conversion pack
Copy test based on generational challenges rather than child empathy
50. What are we doing now?
Donor Journey
• Donor Journey per segment
Stakeholders
I give : I get
Recognition and personalisation per stage
Tracking and managing segment movements
Becoming more investment per segment driven
51. Summary - recommendations
1. Segment your supporter base, messages and asks
2. Track and manage movements between segments
3. Integrate non money giving
4. Communicate on donor terms and timescales
5. Work the performance KPIs
6. Invest according to potential
7. Make progress steadily and keep things simple