Transcript CFC 101 A Combined Approach

2015 Combined Federal Campaign National Training
2014 Pilot Program:
Charity Auto-Response Element
(C.A.R.E)
February 18-19
Fort Worth, TX
What is C.A.R.E.?
• An OPM-approved pilot program
• Provides instantaneous, after-pledge feedback from
charities to contributors while protecting the contributor’s
anonymity
• Limited to online giving portals (Debit, credit, e-check
gifts)
• Feedback has two elements:
• Thank you message
• Information on what the charity plans to accomplish
with contributor support
Why C.A.R.E.?
To strengthen the
connection between
contributors and their
charities of choice in an
effort to develop longterm participants in the
campaign
Stronger
Connection
to Charity
Pledge
Positive
Feeling
Immediate
Feedback
Beneficiary Contact Technique
Impact of one 5-minute
conversation with a scholarship
recipient:
• 140% increase in time on
phone
• 200-400% increase in
donations received
• Effect persisted for at least
three months
See: Grant & Harrison, Harvard Business Review, June 2011
Who C.A.R.E.d?
12 participating campaigns in 2014:
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3 Rivers/PA West CFC
EscaRosa CFC
Intermountain CFC
Northeast Florida/Southeast
Georgia CFC
• Heart of Midlands CFC
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•
•
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Overseas CFC
Potomac CFC
Miami Valley CFC
Suncoast CFC
DFW Metroplex CFC
Hawaii CFC
Alaska CFC
The C.A.R.E. Process
CFC
participating
charities asked
to provide a
C.A.R.E.
statement
Statements
proofed for
grammatical
accuracy and
regulatory
violations
Local LFCCs
asked to write
introductions
for the C.A.R.E.
emails
Final list of
charity
statements
and LFCC
intros provided
to CFC Nexus
and CFC
Accelerator
CFC Nexus and
CFC
Accelerator
C.A.R.E.
responses
tested
Sample LFCC Preface
Sample Charity C.A.R.E. Statement
C.A.R.E. Results
• 4,412 charity statements collected from those participating
(approximately 21% of CFC charities)
• Over 95 percent all of those organizations were selected by a CFC
contributor at least once
• Of 10,982 combined Nexus/Accelerator online pledges:
• 8,060 C.A.R.E. emails sent (i.e. contributor selected at least one
C.A.R.E. charity)
• 73%
• Those 8,060 C.A.R.E. emails contained 14,874 designations to charities
that provided a C.A.R.E. statement
• Optional 3-question survey at the end to measure response
• 192 responses (2 percent)
Survey Information
Did you find the information from charities to be valuable?
Yes
No
Neutral
Survey Information
Yes, more likely to give
No, less likely to give
No impact
Future Information
What Information would you like to receive from charities in the
future?
81 total responses – a few highlights:
• “What projects they are working on in the future. Issues they
currently face. Needs they currently have.”
• “I would like to receive updates for what the charity I donated
to has accomplished since the time of donation!”
• “I would like emails that give a story or specific person that
my contribution has impacted.”
• “More transparency in how the money is used.”
• “Any news of their victories would be a welcome moment for
celebration and keep their name and cause fresh in my mind.”
• Note: A significant number of respondents stated the C.A.R.E.
responses were adequate and no further information was needed.
Recommendations
• 1. Continue/expand the program in 2015.
– Add more participating campaigns
• 2. Make it clearer.
– Shorter LFCC preface
– More clear that contributors’ names have NOT
been released
• 3. Increase charity participation.
– Start sooner
– Spell out the benefits