A key question we should ask ourselves as fundraisers is how to ensure donors have a good experience to help with retention. Older models, based a generic matrix or persona, have more limits than benefits. By constantly testing supporter experience and connecting to donors based on their experience will both allow you to refine your donor relationships and to customize them to donors in a way that makes sense to the donor.
Three models that have varying impact. A first question we need to decide is what experiences to put in front of donors. In the sector, there are three ways this question gets answered.
1) Develop a matrix dividing donors by type and develop a monthly touch point for each. We're all guilty of this and it is a common model to consulting and the sector. Not optimal if we are being donorcentric. This will feel a lot like spam to the donors.
2) Develop a persona and then get additional data on donors to group them together. Key attitudes that are global and generic and so we assume we know more about his group. The idea is that we are better able to serve this group. But even dividing by gender is too broad with too many generalizations. We have a really big assumption that the information that we have about donors will describe their relationship with us. This is a better way to build a donor relationship but has way too many assumptions with too many people grouped together who are far too different.
3) A better model is to look at your supporters based on their relationship to you. This uses words, images, and other ways to ensure you are working with donors in the way they want. The key way to provide this approach is through building a mix of identity, commitment, and experience for each donor.
Identity is important information. All of us have many identities. In a given situation, different identities are more germane. Our identity will dictate how we interact in a given situation. We will behave in a way that underscores those values and goals. Most identities are autobiographical. we need to customize donor journeys based on each individual's autobiography. For example, if you want to raise more money, you need to have your work look more like it comes from the services side of the house.
Pro tip - use nouns, not verbs. Use supporter not supporting.
Commitment is measurable. You want to be able to have donors answer three questions for your charity so that you can understand how committed donors are to your particular charity.
Experience can be monitored. You should make a list of all the experiences donors have with you. You can list both tangible examples like phone calls, direct mail or more intangible. Bear in mind a donor's identity is reinforced by experience but there are lots of external factors. You need to get feedback on this in a way that is easy. For example, immediately after an online gift, do a quick survey that is easy to fill out to sort people into 4 segments - did they have a good/bad experience and are they high/low experience. Then customize your email back to donors based on segment and you can fix your process plus increase their experience with you.
More appropriate donor relationships lead to better donor retention. Key to building a strong donor relationship is to continually measure the quality of a donor's experience. Equally important is to measure your donor's commitment. When you combine that with donor experiences tailored to the donor's identify, you can then customize appeals to donors to ensure that you treat them the way they prefer.
Kevin Schulman is the founder of DonorVoice, a donor experience company serving non-profits all over the globe. Before founding DonorVoice, Kevin was CEO of a modelling and analytics company.
Rachel Hunnybun, MInstF has a background in Direct Marketing and Individual Giving which has resulted in an interest to look at other sectors and social science to develop programmes that provide donors with the right inspiration and supporter experience to develop long term relationships.
