For our UK colleagues
(Or, I suppose our colleagues elsewhere in the world who happen to be in England on the 17th…) We have a live event coming up in the UK in a mere two weeks called “How to Redefine Your Supporter Journey.”
Forward thinking fundraisers have invested time, energy, and money looking to re-define the supporter ‘journey’. They’ve wisely looked beyond traditional recency, frequency, and value metrics, which can only tell us ‘what’ someone did. Not ‘why’ they did it. And no amount of additional demographics, behavioral segmentation, attitudinal surveys, satisfaction, loyalty scores, you name, it will answer the ‘why’ question.
With only a handful of exceptions, no one has delivered a supporter journey that’s been proven to work.
That said the exceptions are, well, exceptional. Charities who’ve applied the science necessary to answer ‘why’ people give, why they stop, and applied that to their journey, have:
- Increased their acquisition conversion by 15%
- Increased average gift by £10
- Cut first-year attrition by 50%
On May 17th, the team behind these results will host a free event, to share exactly how it’s done. You will hear how to start:
- uncovering why your donors support you specifically
- exploring which experiences cause loyalty, and which don’t
- identifying experiences which are working and could be scaled
- working out which experiences are broken and need fixing
- finding out which messages drive value
- developing a journey based on knowing precisely what drives loyalty/value for your supporters
Places are limited, and on a first come, first served basis, so please email chulme@thedonorvoice.com to save your free place today.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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