Relationship Fundraising 3.0

Transcription

1 Relationship Fundraising 3.0 Professor Adrian Sargeant RogareFTT and Critical Fundraising on Facebook

2 Relationship Fundraising 1.0

3 Relational v transactional Not all relationships are important all the time some marketing is best handled as transaction marketing. Swedish marketing professor Evert Gummesson

4 Relational or transactional? Transactional Fundraising Relational Fundraising

5 Relational v transactional Single Sales Immediate ROI FOCUS KEY MEASURES Customer Retention Lifetime Value Short-term TIMESCALE Long-term Purchase ORIENTATION Relationship Emphasis CUSTOMER SERVICE Major Emphasis

6 Relationship Fundraising 2.0

7 So how can we build relationships? Everything we know about how to build a good relationship as a parent or friend we can apply to fundraising.

8 Stages of a relationship Stage 4 COMMITMENT Stage 3 EXPANSION Dissolution Stage 2 EXPLORATION Stage 1 AWARENESS

9 Stage 1: Awareness What will inspire a donor at this stage

10 Stage 1: Awareness

11 Stage 1: Awareness

12 Stage 1: Awareness What will inspire a donor at this stage

13 Stage 2: Exploration Conduct donor surveys

14 Stage 3: Expansion Satisfaction Commitment Trust

15 Relationship Fundraising 3.0

16 Fundraising pendulum Beneficiary Needs Donor Needs

17 Satisfaction is driven first by the attractive target but then by the fulfillment of donors needs. Shift to what needs this relationship can mean for them.

18 Deepening the relationship Satisfaction is first driven by fulfillment of donors lower level needs but then transition to be fulfilled by donors higher level needs; connectedness competence autonomy growth purpose in life self-acceptance

19 Our Recent Research

20 Relationship Fundraising 2.0 continue increase leave legacy Commitment Satisfaction Trust

21 Relationship Fundraising 3.0 Multiple Year Longitudinal Study (Cluster 1) Two Children s Organizations Charity 1 Charity 2 Two International Poverty Relief Organizations Charity 3 Charity 4

22 Relationship Fundraising Compassion Cognition Internalized Symbolic Esteem Importance Commitment Satisfaction Connectedness to charity continue increase leave legacy Trust

23 Compassion Cognition b=0.116* Internalized continue b=0.197* b=0.264* b=0.235* Symbolic Esteem Importance b=0.269* b=0.278* Connectedness to charity increase leave legacy b=0.394* b=0.536* b=0.623* Commitment Satisfaction b=0.222* Trust Charity 1

24 Compassion Cognition b=0.116* Internalized continue b=0.197* b=0.264* b=0.235* Symbolic Esteem Importance b=0.269* b=0.278* Connectedness to charity increase leave legacy b=0.394* b=0.536* b=0.623* Commitment Satisfaction b=0.222* Trust Charity 1

25 Compassion Cognition b=0.116* Internalized continue b=0.197* b=0.264* b=0.235* Symbolic Esteem Importance b=0.269* b=0.278* Connectedness to charity increase leave legacy b=0.394* b=0.536* b=0.623* Commitment Satisfaction b=0.222* Trust Charity 1

26 Compassion b=0.117* Cognition b=0.086* b=0.004* b=0.076* b=0.124* b=0.145* b=0.249* Internalized Symbolic Esteem Importance b=0.123* Connectedness to charity continue increase leave legacy b=0.513* b=0.181* b=0.526* b=0.240* Commitment Satisfaction Trust Charity 3

27 Compassion b=0.141* b=0.117* Cognition b=0.188* b=0.082* b=0.072* b=0.257* b=0.291* b=0.340* Internalized Symbolic Esteem Importance b=0.193* Connectedness to charity continue increase leave legacy b=0.599* b=0.330* b=0.498* Commitment Satisfaction b=0.167* Trust Charity 4

28 b=0.117* Compassion b=0.109* b=0.158* Cognition b=0.051* b=0.057* b=0.064* b=0.024* b=0.036* Internalized Symbolic Esteem b=0.247* Connectedness to charity continue increase leave legacy b=0.123* b=0.245* Importance b=0.259* b=0.189* b=0.440* b=0.197* b=0.138* Commitment Satisfaction Trust Charity 2

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30 Now that we get action out of the way, let s care about how people feel, so we can sustain the action.

31 Compassion Autonomy Cognition Internalized Symbolic Esteem Importance Connectedness to charity Competence Related Socially Motivation Morally Commitment Satisfaction Trust continue increase leave legacy

32 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally

33 Charity 1 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally

34 Charity 4 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally

35 Charity 3 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally

36 Charity 2 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally

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38 Compassion continue Autonomy Cognition Commitment increase Symbolic Satisfaction Connectedness to charity leave legacy Esteem Charity 1 Competence Internalized contact MP volunteer Related Socially Trust get involved Motivation Importance host event Morally

39 Compassion Continue Increase Autonomy Cognition Commitment Leave legacy Attend AGM Competence Internalized Symbolic Satisfaction Connectedness to charity Join social media Contact brand Buy ethically Host event Related Socially Esteem Charity 3 Trust Campaign Donate to campaign Motivation Importance Change habits Attend info session Morally

40 Compassion continue Autonomy Cognition Charity 2 Commitment increase Competence Internalized Symbolic Satisfaction Connectedness to charity leave legacy give cash gift volunteer Related Socially Esteem Trust campaign Motivation Importance go to event Morally

41 How can charities use it? 1. Identify the most powerful factors to help people feel better

42 Then use the findings to change the style of their communications over all. Key Variables to Check Compassion Cognition Internationalised Has the copy delivered on them? Symbolic esteem importance Satisfaction Trust Commitment Connectedness to Charity

43 They can use the findings to test the best way to increase giving while making people feel better Please tick any of the statements below that are true for you [] Yes, giving is a vital part of what being a XXX supporter means to me [] Yes, I care passionately about the work of XXX charity I want to give: < XX> < XX> < XX> Or my preferred gift of

44 Condition 1: Commitment + Importance Condition 2: Commitment Condition 3: Importance Condition 4: No questions Total Number of Donations Total Donation per Condition Difference between the testing conditions and the control condition , , , , , , , Benefit from doing one experiment for this research

45 Brady s Testing Results

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47 Condition 1 Condition 2 Q1) Please provide an address so we can better serve your interests. Q2) How did signing the petition make you feel? It made me feel like I am very capable and effective It made me feel like I am free to be who I am It made me feel more strongly connected to those who need protection from gun violence It made me feel I can voice my beliefs It made me feel I can make a meaningful difference Q1) Please provide an address so we can better serve your interests. Q4) Will you vote on which of these is most important? Please choose one. Expanding Brady background checks to all gun sales Letting people know that a gun in the home makes their home less safe Closing down gun dealers that skirt the law and provide guns to criminals Q3) In what ways would you consider helping Brady in the future? Please check all that apply. Signing another petition (Thank you again!) Liking us on Facebook Following us on Twitter Donating to help stop gun violence Joining a chapter Attending an event Telling others about Brady Q4) Will you vote on which of these is most important? Please choose one. Expanding Brady background checks to all gun sales Letting people know that a gun in the home makes their home less safe Closing down gun dealers that skirt the law and provide guns to criminals

48 Condition 1 Condition 2 Q1) Please provide an address so we can better serve your interests. How good do you feel? Q2) How did signing the petition make you feel? It made me feel like I am very capable and effective It made me feel like I am free to be who I am It made me feel more strongly connected to those who need protection from gun violence It made me feel I can voice my beliefs It made me feel I can make a meaningful difference How likely is it for people to help Brady in the future in other ways? Q3) In what ways would you consider helping Brady in the future? Please check all that apply. Signing another petition (Thank you again!) Liking us on Facebook Following us on Twitter Donating to help stop gun violence Joining a chapter Attending an event Telling others about Brady Which is most important? Q4) Will you vote on which of these is most important? Please choose one. Expanding Brady background checks to all gun sales Letting people know that a gun in the home makes their home less safe Q1) Please provide an address so we can better serve your interests. Which is most important? Q4) Will you vote on which of these is most important? Please choose one. Expanding Brady background checks to all gun sales Letting people know that a gun in the home makes their home less safe Closing down gun dealers that skirt the law and provide guns to criminals How good do you feel? How likely is it for people to help Brady in the future in other ways? Closing down gun dealers that skirt the law and provide guns to criminals

49 Strength of Feeling

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51 On average, about 15% increase in how good people feel by getting the order right!!! Strength of Feeling

52 About 11% increase in people s willingness to help by getting the order right!!!

53 Phew