Transcript United Way PowerPoint Presentation Template

Leveraging Insight and Targeting Impact to
Deepen Individual Donor Engagement
April 29 - May 1, 2015
Leveraging Insight & Targeting Impact
to Deepen Individual Donor
Engagement
United Way Worldwide Community Leaders’ Conference
30 April 2015
Introductions: Presenters
Gil Betz - Chief Strategy officer, Metro United
Way
Campbell Boyer – Board Member, Metro United
Way
Amy Case – UW Volunteer & Board Member,
Managing Director of Case Strategy, and author
of the Excel churn tool
Anand Mahurkar – CEO and Founder of
Findability Sciences, and IBM Watson
ecosystem partner
Agenda
Recognizing digital body language
Understanding donors’ behaviors
Building stronger relationships with existing
donors
Connecting to potential donors
Action planning
4
Suggested Approach to Deepening
Individual Engagement
Targeted
Messaging
Segment
Engage to
Grow
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Big Data for Good
Defining Digital Body Language
Protection
Moods
Lifestyle
LOCATION
SOCIAL SCORE
State of
Mind
Influence
Identify aggregate social
performance score
across of your users
Discover location specific data
about where users check-in
and visit
DEMOGRAPHICS
Explore age, gender
and insights into
location demographics
TOPICS
Lists topics and areas
that user influences
and is interested in
Conversations
MOMENTS
Gratification
Find moments from
users timeline that have
been popular
Wealth
Indicators
Culture
Events
SENTIMENT
Language and mood
aware. Pick up on
moods from reviews,
comments, blogs and
more
Agenda
Recognizing digital body language
Understanding donors’ behaviors
Building stronger relationships with existing
donors
Connecting to potential donors
Action planning
8
Suggested Approach to Deepening
Individual Engagement
• Segmented to
support “1-to-many”
• Demographic – so
you can find them (&
more like them)
• Economic – so you
know their potential
Segment
Targeted
Messaging
Engage to
Grow
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Why is RETENTION so
important for
organizations seeking
to grow?
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“Churn”: Adding NEW Donors to Offset (Disguise!) the
Loss of Existing Donors
$$$$$
Churn insight:
it’s easier &
more
productive to
plug the hole
than to keep
filling the
bucket.
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Metro UW: Churn View of 2013 – All Donors
166,676
$24,220K
New
Growing
Same
Varied Up,
&Returning
Lost $5.5MM
Varied Down
Decliners
At Risk
Current Year (CY) Defectors
Other Year Defectors
12
Year-Over-Year Progress: 2012-13 to 2013-14
2012
Grew “Growing”
Reduced “Defectors”
2013
Beyond the Excel Model: Automated Churn Analytics
Demo Automated Churn
Improvements over the Case Strategy Excel-based Churn tool:
• Automatically generated, with options as to which donors/co.s/etc. subsets to
include.
• Real-time information, with in-year identification of at-risk & pending donors.
• Other additional segments: “returning varied” up & down
• Predictive: profile of resulting behaviors of past year “New” donors.
• Summary insights, with linkage to budgeting tools, and xRM & digital body
language for actionable moves.
• Budgeting and forecasting tools to support future planning.
14
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Agenda
Recognizing digital body language
Understanding donors’ behaviors
Building stronger relationships with existing
donors
Connecting to potential donors
Action planning
15
(self-reported)
Average Annual Gift to United Way
Loyal Donors Give More, & Give Longer
15+ year donor average gift
New donors’ gifts
average < HALF
the average gift of
a 3 year donor
Years of Giving to United Way
(self-reported)
Source: UWW POP 2011;
Case Strategy analysis
Donors of 6-9 years omitted due to large outlier data skewing the mean (mean = $1,420.49); the median for donors of 6-9
years is $100 – which is also the median for donors 4-5 years and 10-14 years.
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New Donors Don’t Often Grow Into Loyal Ones
- 50%
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Metro UW: Average $ Gift by Giving Behavior (2013-2014)
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Tabletop Discussion
Clearly “New” donors are difficult to engage and
retain. UWW data suggests if you can retain
new donors for 3 years, your odds of hanging
onto them beyond that improve significantly.
Discuss at your table ways you might create
“stickier” relationships with “New” donors.
Suggested Approach to Deepening
Individual Engagement
• Segmented to
support “1-to-many”
• Demographic – so
you can find them (&
more like them)
• Economic – so you
know their potential
Segment
Targeted
Messaging
• Use attitudinal &
behavioral
understanding
• Design distinct
approaches to appeal
Engage to
Grow
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Target Messaging Based on Giving Attitudes & Behaviors
How to Grow?
Develop timely strategies tailored to
segment-specific behaviors and to
donor preferences.
Demo Segmenting Tools
Segment Behaviors
Donor Preferences
What cross-cutting of giving behaviors & other donor
information might provide actionable targeting?
22
Agenda
Recognizing digital body language
Understanding donors’ behaviors
Building stronger relationships with existing
donors
Connecting to potential donors
Action planning
23
Suggested Approach to Deepening
Individual Engagement
• Segmented to
support “1-to-many”
• Demographic – so
you can find them (&
more like them)
• Economic – so you
know their potential
Segment
Targeted
Messaging
• Use attitudinal &
behavioral
understanding
• Design distinct
approaches to appeal
• Speak to people
about what matters to
them
• Allocate resources to
support opportunity
Engage to
Grow
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Whether A Long or Short Stay
With Us, We Must….
look at donors, advocates,
volunteers & prospects holistically
and cumulatively across their entire
engagement with us
UWW’s Recommended Dashboard (Partial)
Communicate with stakeholders in the manner with
which they want to be communicated.
Metro UW Desktop Dashboard Example
27
Texas 211 Video
https://www.youtube.com/watch
?v=GFsc0B6DN8s&feature=you
tu.be
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Growing Value
What MUW
will know
about our
constituents
What our
constituents
will see from
MUW based
on what
MUW knows
about them
Volunteer
What our
constituents
will do with
MUW based
on how they
feel about
MUW
How they will
feel about
MUW based
on what they
see &
experience
with MUW
What Are You Trying to Accomplish?
Priority community issue: Helping children and youth succeed
Research-based components of the issue:
Infants born
healthy
Preschoolers
developing on
track, ready
to succeed in
school
Schoolagers
learning on
track
Youth
graduating
on time
Youth
preparing
for
productive
adulthood
Research-based components:
Populations of special concern
in this community:
Social,
emotional &
intellectual
development
 Children from families with
English as a second language
Health &
physical
development
Language &
literacy
development
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 Children from low-income
families
Revolutionary way to measure Impact.
Measuring Impact – Theory Of Change
Brainstorm Activities to Address Sub-segments
Agenda
Recognizing digital body language
Understanding donors’ behaviors
Building stronger relationships with existing
donors
Connecting to potential donors
Action planning
34
Individual Planning Activity
Reflect on your own UW, and focus on whichever of
the following you believe is the most pressing
opportunity:
1. Win back recent defectors
2. Stabilize ‘at risk’ donors
3. Increase the number of “GROWING”
relationships, grow the average gift from
“SAME” relationships, and drive greater
leadership & AdeT giving
Write your list of actions you might take to advance
your objective.
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Shift in UWSM Donor Strategies
Before Churn Insights
Using Churn Tool
Anecdotal guesses on churn
Just the facts!
Tend to look at just one year
donor turnover
Aware of huge lost “New”; focus
on plugging the hole.
Sought every new dollar we
could
Focus on loyal first. For New,
seek $500+ & retain.
Used Challenge Match for new
donors
Use match for increases of
existing donors, $500+
No awareness of donor
behaviors by company
Deepen awareness, &
relationships with top co’s
Focus on Community Impact
and ROI
Continued Focus
Never addressed last year’s
giving amount
Remind donors of giving from
prior year, and suggest
increase
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Summary
It is easier & more productive to retain a donor than to recruit a
new one, because:
• Loyal donors are the most valuable.
• An existing donor is more likely to give than is someone who
has never given.
• Existing donors tend to give higher average gifts than new
donors.
• Only a small portion of new donors become loyal donors.
To effectively and productively cultivate your donors, you need
to:
• Segment
• Target messaging
• Engage to grow
Effective growth strategies will be specific to segment behaviors,
and to donor preferences.
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Learn More:
www.findabilitysciences.com
www.casestrategy.com