Relationship Fundraising 3.0 Professor Adrian Sargeant Adrian.Sargeant@Plymouth.ac.uk RogareFTT and Critical Fundraising on Facebook
Relationship Fundraising 1.0
Relational v transactional Not all relationships are important all the time some marketing is best handled as transaction marketing. Swedish marketing professor Evert Gummesson
Relational or transactional? Transactional Fundraising Relational Fundraising
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
Relationship Fundraising 2.0
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.
Stages of a relationship Stage 4 COMMITMENT Stage 3 EXPANSION Dissolution Stage 2 EXPLORATION Stage 1 AWARENESS
Stage 1: Awareness What will inspire a donor at this stage
Stage 1: Awareness
Stage 1: Awareness
Stage 1: Awareness What will inspire a donor at this stage
Stage 2: Exploration Conduct donor surveys
Stage 3: Expansion Satisfaction Commitment Trust
Relationship Fundraising 3.0
Fundraising pendulum Beneficiary Needs Donor Needs
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.
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
Our Recent Research
Relationship Fundraising 2.0 continue increase leave legacy Commitment Satisfaction Trust
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
Relationship Fundraising Compassion Cognition Internalized Symbolic Esteem Importance Commitment Satisfaction Connectedness to charity continue increase leave legacy Trust
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
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
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
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
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
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
Now that we get action out of the way, let s care about how people feel, so we can sustain the action.
Compassion Autonomy Cognition Internalized Symbolic Esteem Importance Connectedness to charity Competence Related Socially Motivation Morally Commitment Satisfaction Trust continue increase leave legacy
Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally
Charity 1 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally
Charity 4 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally
Charity 3 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally
Charity 2 Compassion Autonomy Cognition Commitment continue Competence Internalized Satisfaction Connectedness to charity increase Related Symbolic Socially Esteem Trust leave legacy Motivation Importance Morally
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
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
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
How can charities use it? 1. Identify the most powerful factors to help people feel better
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
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
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 517 32,840.00 17,698.80 551 30,797.00 15,655.80 606 29,846.79 14,705.59 288 15,141.20 Benefit from doing one experiment for this research 48.060.19
Brady s Testing Results
Condition 1 Condition 2 Q1) Please provide an email 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 email 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
Condition 1 Condition 2 Q1) Please provide an email 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 email 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
Strength of Feeling
On average, about 15% increase in how good people feel by getting the order right!!! Strength of Feeling
About 11% increase in people s willingness to help by getting the order right!!!
Phew