Informed Attention: Delivering The Amazon Experience in Advancement

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Informed AttentionDelivering The Amazon
Experience in Advancement

• The University of North Carolina
• Advancement Conference
• July 27, 2006

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Informed AttentionDelivering The Amazon
Experience in Advancement

• Jon Thorsen
• Vice President, Professional Services
• Kintera, Inc.

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Agenda

• What do our supporters want?
• What are they receiving?
• How do we engage them positively?
• How do we hone our messages?
• How do we improve our results?

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Signal to Noise

• Donors receive far more messages than ever before
• From more charities
• From other sources competing for their time and
  attention
• Through more media
• With greater immediacy and frequency
• Standing out from the crowd is simultaneously
  more important and more difficult

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Registered 501(c)(3)Organizations, 19952005
Source Giving USA Foundation /Giving USA 2006
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Everything on the Verge ofBecoming Something Else
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How Much is Too Much?

• On his way to Diego's, Jeffrey discovers a woman
  harmed by information excess. All the symptoms
  are present bleeding from the nose and ears,
  vomiting, deliriously disconnected speech,
  apparent disorientation, and the desire to touch
  everything.
• -Ted Mooney, 1981

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Who Wants Your Supporters Time Money?
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And You Are?
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Whos Choosing Whom?
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And You Want What?

• How many have bought an airline ticket on the
  Net? Toffler asks. Hands are raised across the
  room. We buy our own airline tickets we track
  our own packages we do our own financial
  research. Many functions that we used to pay
  somebody to do, we now do ourselves. We can do it
  ourselves because our technology makes its
  possible. The consumer has been turned again into
  the prosumer. We are producing our own services.
  
• - John Dunn, Economic Revolution

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The Future is Here

• Always on
• Customer-Driven Interactions
• Customer-Driven Expectations
• Electronic Funds Transfer
• Communication modes of choice
• Greater Accountability (Tell them what you did
  with the money)

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Donor and NPO expectations differ
Characteristic
NPO
Donor
Easy to use Significant content on cause Visually
pleasing Memorable URL Info on getting
involved Donate online Info on how donations are
spent Volunteer opportunities Become
member Advocate for cause Forum for discussion
1 2 3 4 5 6 7 8 9 10 11
3 1 6 9 4 8 2 7 5 10 11
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The Future is Here

• One year plan five year vision
• Solicitation by professional staff
• The return of the venture philanthropist
• Tax-exempt (not non-profit)
• Donor stewardship at multiple levels
• Distinguishing ourselves in an expanding field of
  choices

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New Rules, New Responses

• Kelly Mooney, Laura Bergheim

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(No Transcript)
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The Amazon Experience
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The Customer Manifesto

• I want to have a say.
• I don't want to do business with idiots.
• I want to know when something is wrong, and what
  you're going to do to fix it.
• I want to help shape things that I'll find
  useful.
• I want to connect with others who are working on
  similar problems.
• I don't want to be called by another salesperson.
  Ever. (Unless they have something useful. Then I
  want it yesterday.)
• I want to buy things on my schedule, not yours. I
  don't care if it's the end of your quarter.
• I want to know your selling process.
• I want to tell you when you're screwing up.
  Conversely, I'm happy to tell you the things that
  you are doing well. I may even tell you what your
  competitors are doing.
• I want to do business with companies that act in
  a transparent and ethical manner.
• I want to know what's next. We're in
  partnershipwhere should we go?
• (Source Social Customer, October 26, 2004 )

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Ask Me What I Want
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Thanks, Ill Get it Myself
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The Donor Manifesto

• Among donors' top expectations of any charity
  they support
• It will be honest in its business practices and
  in its relationship with donors
• use their gifts only as it said it would
• not treat them rudely
• manage its operations well
• avoid budget shortfalls
• refrain from using guilt or manipulative tactics
  to persuade them to give.
• Among lapsed donors, one in five said that not
  being adequately thanked or acknowledged would
  cause them to stop or decrease gifts,
• while 35 percent said that they would curtail
  their giving if the charity did not treat them as
  a partner.

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Opportunity Knocks Where Weve Set the Bar

• More than 60 percent of both active and lapsed
  donors say they would consider reviving their
  giving to charities that had not met their
  expectations if those charities apologized or
  somehow made up for doing a bad job.

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Testing the Waters

• Affluent investors (500K) have an average of 12
  investment accounts and three checking and
  savings accounts.
• This complexity increases for investors with more
  than 5M in investable assets, who have an
  average of 17 investment accounts.
• Philanthropists support 20-25 organizations on
  average with the top 3 receiving 60 of the money

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The Hierarchy of Needs

• I'll give you all I got to give if you say you
  love me too I may not have a lot to give but
  what I got I'll give to you I don't care too
  much for money
• Money can't buy me love
• - John Lennon Paul McCartney Money
  Cant Buy Me Love

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Time Is Money

• From the Attitudes Values column of the
  February 1996 issue of American Demographics.
• "Affluent Americans report that money can buy
  them lots of things, but not time or happiness.
• In at least one way, the rich are not so
  different from the rest of us. They, too, are
  limited to 24 hours a day. And if they had more
  time they would spend it with their loved ones.

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One World

• Washington, DC -- January 25, 2006 
• The Internet and email expand and strengthen the
  social ties that people maintain in the offline
  world, according to a new report released today
  by the Pew Internet American Life Project.

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The Internet Improves Americans Capacity To Get
Help

• 45 of Internet users about 60 million
  Americans say the Internet has played an
  important or crucial role in helping them deal
  with at least one major life decision in the
  previous two years.
• Helping another person with a major illness or
  medical condition About 17 million said the
  Internet had played a crucial or important role
  in this.
• Choosing a school for yourself or a child About
  17 million said the Internet had played a crucial
  or important role in this.
• Buying a car About 16 million said the Internet
  had played a crucial or important role in this.
• Making a major investment or financial decision
  About 16 million said the Internet had played a
  crucial or important role in this.

www.pewtrusts.com
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Kintera-Luth Survey Results

• 65 of donors visit the website of the non-profit
  organization or fundraising event before making
  the donation
• 50 of donors always go on-line before making the
  donation
• 75 of donors who go on-line before making a
  donation say that going on-line made some impact
  on their decision whether or not to give
• 25 said the impact was significant

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The Katrina Effect
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NOTE If you followed an outside link to get to
this page, please refer to the Latest Trends
section of our website to ensure that you are
viewing the most recent version of this table
http//www.pewinternet.org/trends.asp
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Moving at Net Speed

• Time to Reach 10 Million Users
• Radio 20 years
• Television 10 years
• Netscape 2 ½ years
• Hotmail 7 Months

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CRM The Established Model

• A business (for-profit) model Customer
  Relationship Management
• Developed in the 1990s
• to enable organizations to better serve their
  customers through the introduction of reliable
  processes and procedures for interacting with
  those customers. (CRM Today)
• Reliant on (relatively static) data and
  information

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Moves Management The Non-Profit Application

• Doing whats necessary
• Focus on organization moving donors where we
  want them to go
• Narrowly defined single level of relationship
• Continued reliance on (uni-directional) data and
  information

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Social CRM Moving Beyond Moves

• Beyond data and information
• Knowledge platform (Staff facing)
• Interactive communities (Constituent facing)
• Data analytics (Benchmarking, P!N, Predictive
  Modeling)
• Configurable data drives workflow
• Focus on donors
• Novel social financial technology
• Enhancing donor experience

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The Constituents Perspective
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Delivering the Giving Experience
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Alumni Relations
Engineering
Major Gifts
Athletics
Development
Campaign
Annual Fund
Arts Sciences
Law School
Planned Giving
Medical Center
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Poor Reception

• Words are flying out like endless rain into a
  paper cup They slither while they pass They
  slip away across the universe
• - John Lennon, Paul McCartney Across the
  Universe

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Communication Channels
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Supporter Receives the Benefit of Sharing
Information
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All Together Now

• Even the best fall down sometimes
• Even the wrong words seem to rhyme
• Out of the doubt that fills your mindI somehow
  findYou and I collide
• - Howie Day, Collide

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Build online relationships
Its all about online Relationships

• We communicate
• They respond
• Community sells for you
• You listen analyze
• Lather, rinse, repeat

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CRM and Segmentation
Reports and Forms
Web Database
ASP Hosted Solution
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Connected-Giving
Database
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If At First You Do Succeed

• Breadth and depth
• Mission and message
• Expanding the reach
• Standing out from the crowd
• Beneath the numbers
• Planning for success
• Eyes on the real prize

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Lifetime engagement leads to lifetime giving

• In its last campaign, the University of Virginia
  was successful at cultivating the loyalty and
  support of its top tier of alumni those with
  capacity to make significant gifts
• Events, special mailings, publications, new
  volunteer opportunities, and presidential visits
  were aimed at the very top of the pyramid
• These activities are sure to increase in scope
  and sophistication as the University enters a new
  campaign
• The great majority of alumni, however, largely
  remain unengaged and underserved
• Far too many alumni have the perception that they
  do not matter to the institution

• Targeted Content
• Highly Personalized
• 2-way Communication
• Regular, cost effective
• communications

Source University of Virginia Alumni Relations
Task Force, June 2004
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Building Engagement
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Deliver Customized Stewardship
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Deliver Customized Stewardship
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Special Delivery

• Everything weve learned
• Everything weve received
• Everything weve processed
• Everything weve focused
• Everything to which weve responded
• Every donor need and interest weve met

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Refinement

• People say information is Power
• Information is actually fuel
• Fuel must be processed before it becomes powerful
• We must refine our messages to reinforce our
  missions
• Those who receive refined information gain
  knowledge
• Those with knowledge return power