Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with: hands on examples of everything from customer experience to personalizing donor journeys a fool proof system for uncovering, cultivating, and soliciting existing and new donors how to implement a multi-channel presence best practices on the do's and donts' of creating a good supporter survey how to measure success of breakthrough fundraising results Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.

1. THE DONOR JOURNEY
A Step-By-Step Guide to Lifecycle Marketing for your Nonprofit
24 July 2014
Presented By:

2. April 16, 2014 Slide 2
Questions?
Ask questions at any time
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3. Agenda
• Introduction of Speakers & Presentation
• CX: Customer Experience Trends
• CX: An Overview of Journey Mapping
• From CX to DX – Designing Donor Journeys
– Step 1: Analyze & Identify
– Step 2: Map & Improve
– Step 3: Engage & Automate
– Step 4: Measure & Manage
Slide 324 July 2014

4. Slide 4
Speakers
Heather McLean, Senior Fundraising Advisor, hjc
Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle
Moderated by Paul St Onge, Business Development, hjc
Heather Brian
24 July 2014

5. CX: CUSTOMER EXPERIENCE
TRENDS
24 July 2014 Slide 5

6. Customer Experience Journey Mapping
• Organizations which provide a compelling
customer experience reap the benefits
• With products, services and pricing so
competitive, customer experience is the last
remaining sustainable differentiator
• Journey Mapping is an emerging and powerful
technique to understand the needs of the
customer, whether that customer is a consumer,
citizen, student, patient, user, employee,
member, or donor
24 July 2014 Slide 6

7. http://dschool.stanford.edu/student/doug-dietz/
24 July 2014 Slide 7

8. Slide 824 July 2014

9. 24 July 2014 Slide 9

10. { The Experience }
Journey Mapping the Patient Experience
24 July 2014 Slide 10

11. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ONSTAGE
EXPERIENCE
PEOPLE
THINGS
BACKSTAGE
SUPPORT
Select a specific customer to map
SOFIA
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUTER
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
NURSE
TISSUES
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences

12. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
SOFIA
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT MORE
STAFF
COST OF
DRUGS
IMAGING
TIME
SIDE
EFFECTS

13. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
SOFIA
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND
Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL
BETTER
TAKE
IMAGE
DEVELOP
IMAGE
NEEDS
Roles & Processes POSITION
PATIENT

14. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
SOFIA
EVALUATE & FRAME ISSUE OR OPPORTUNITY
Based on deep customer understanding
NURSE
FEEL SAFE
FEEL
BETTER
TISSUES
POSITION
PATIENT
TAKE
IMAGE
DEVELOP
IMAGE

15. http://dschool.stanford.edu/student/doug-dietz/
24 July 2014 Slide 15

16. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
SOFIA
DESIGN NEW EXPERIENCES
Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S
GO
CAMPING

18. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS
AT SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
IMAGING
TECH
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA:
CAMP
GUIDE
COOL
BACK-
PACK!
SHE WAS
FRIENDLY J
I LOVE
CAMPING!
SO FUN!
WOW, A
CAMP-
FIRE!
FEELS LIKE
I’M
CAMPING
THIS ISN’T
TOO BAD
CAN WE
DO IT
AGAIN??
THIS
PLACE IS
NEAT!
TODAY
COULD BE
FUN
LAYS
DOWN IN
MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES
New attitudes, new behaviors….different result
NURSE
HAS
MRI SCAN
IDEA:
CAMPING
SITE
IDEA:
CAMP
BACKPK
FEWER
STAFF
NO DRUGS
IMAGING
TIME ↓
↓ SIDE
EFFECTS

19. CX: CASE STUDY
CITIBANK
MOTOROLA SOLUTIONS
INDIGO
SUN LIFE
TUFT’S MEDICAL
UNIVERSITY OF TEXAS AT DALLAS
BC CHILD PROTECTION SERVICES
24 July 2014 Slide 19

20. DESIGNING DONOR JOURNEYS
24 July 2014 Slide 20

21. Lifecycle Marketing
You recognize that people go through stages as
they interact with your organization, and that
each stage requires different marketing actions.
24 July 2014 Slide 21

22. Content Creation
You create targeted
content that answers
your donor's basic
questions and needs,
and you share that
content far and wide.
24 July 2014 Slide 22

23. Personalization & Context
As you learn more
about your donors
over time, you can
better personalize your
messages to their
specific needs.
24 July 2014 Slide 23

24. Multi-Channel Presence
Inbound marketing is
multi-channel by nature
because it approaches
people where they are,
in the channel where
they want to interact
with you.
24 July 2014 Slide 24

25. Channel Ecosystem
No silver bullet: future is integrated
Work
place
Retail
giving
Check in
the mail
Mobile
Social
media
Online
Email
Crowd
funding
Text/
SMS
Peer-to-
Peer
Transactional OutreachEngagement
Direct
mail
Website
Volunteer/
Meetups
Monthly
giving
Directed
giving
2524 July 2014

26. Integration
Your CRM & analytics
tools all work together
like a well-oiled
machine, allowing you
to focus on deploying
the right content in the
right place at the right
time.
24 July 2014 Slide 26

27. Data & Systems Matter
• CRM Solution is Must.
• Data Integration is Must.
• Marketing Automation Capability is a
Must.
24 July 2014 Slide 27

28. The Customer Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1!
2!
3!
4!
5!
6!
7!
8!
SELECT
BUY OWN
Support & ServeMarket & Sell

29. Oracle has
the most
complete CX
portfolio
available

30. “Short-term fundraising is
focused on need over and over
again. Great fundraising is
focused on emotional glow over
and over again.”
- Alan Clayton
24 July 2014 Slide 30

31. Donor Satisfaction Depends On:
• Quality of service
• How committed the donor is to your
values / mission
• Emotional connection to your work
• Confidence in how they money will be
spent
Understand the donor journey
begins before the first gift!
24 July 2014 Slide 31

32. Objectives:
• Define a clear strategy for increasing the
flow of donor information and support
within the charity, with clear measures for
success
• Build deeper relationships with donors and
become more empathetic to donors
• Create opportunities for donor movement,
increasing cross-selling opportunities,
through strategic cross-team
communication
• Maximize long term value from donors
24 July 2014 Slide 32

33. Step 1: Analyze & Identify
a. Start with your database
b. Look at your analytics
c. Solicit feedback through surveys
d. Build profiles / personas
24 July 2014 Slide 33

34. Why a database audit?
• Benchmark
• Identify Trends
• Identify Pain Points
• Identify Opportunities
24 July 2014 Slide 34

35. Analytics Review
• Google Analytics
– Top Referrals
– Audience Demographics
– Keyword Performance
• Facebook Insights
– Audience Demographics
– Popular Posts
• Email Analytics
– Popular Content & Clicks
• Alexa.com
– Competitor Web Analysis
24 July 2014 Slide 35

36. 24 July 2014 Slide 36

37. Other Valuable Reports:
24 July 2014 Slide 37

38. Supporter Surveys
24 July 2014 Slide 38
Here’s where I go on my rant
against anonymous surveys!

39. A Good Supporter Survey
Should:
ü Collect demographic information
ü Collect information on giving potential and
interests
ü Collect information on first interest and
interaction with your charity
ü Find legacy bequests
ü Collect information on communication
preferences
ü Integrate back into your CRM for future
marketing opportunities & segmentation
ü Help you build profiles / personas
24 July 2014 Slide 39

40. Online Sample
• Sent to 57,400 donors
• 3 key segments:
• Monthly, Active &
Lapsed
– 5,530 responses
(response rate of 11%)
– Raised $7,574
• Reactivated 30 donors
• Found 85 expectances
and 292 legacy leads
24 July 2014 Slide 40

41. And the mail will pay for itself…
<Salutation>
We want to thank you for your generosity to the Ontario SPCA and for being such an important friend to the
animals right here in <community name> and across the Province. Without your TRIGGER PHRASE: long-term
support, we could not do the work we do to protect animals and promote animal welfare.
Our supporters often tell us that they want us to keep them up-to-date on our news, activities and upcoming
events, on a regular basis.
That’s why we’ve created Between Friends, a completely new publication exclusively for our valued donors and
supporters – and I’m excited to enclose your personal copy of the first issue.
News, views, events and more, just for you.
<Salutation>, you’ll receive Between Friends twice a year, and every issue will be packed with facts and
information about how your donations work for the animals.
You’ll find news updates and our latest statistics, read about the people working on the frontlines of animal
welfare, hear from other donors just like you, learn about upcoming events in <community name> and across
Ontario. You can browse feature articles and learn about how our community partners are contributing, as well.
If you received Animals’ Voice, our official magazine, in the past, you may be wondering how it’s different from
Between Friends.
Animals’ Voice is designed for anyone who wants to know about the work we do in our more than
50 communities throughout Ontario. Between Friends is exclusively for special people like you, who
have demonstrated their friendship and commitment to the animals in a very real way.
Now that we have created Between Friends, we will be changing the focus and frequency of Animals’
Voice and will no longer be mailing it to our supporters and donors. However, you can still find it online
at ontariospca.ca/xxxxx.
We value you and your support.
If you’re wondering why Between Friends is exclusively for you, the answer is simple. Over 90% of the funding
we need to do our work comes from individual donors and Ontario SPCA supporters just like you.
Please see over...
<Addressee>
The enclosed copy of Between Friends is just
for you. Please enjoy it, and then take a few
minutes to tell us what you think.
Your answers will remain strictly confidential. Thank you for taking the time to complete this survey!
We truly appreciate your feedback. We will use this information to enhance our relationships with all of our supporters.
Join Our Monthly Givers!
Yes, I want to become a Monthly Donor and help the animals even more!
Donation Options
I’ve enclosed a blank cheque marked VOID. I authorize the Ontario SPCA to deduct
the amount I have specified from the account number on the cheque, on the 1st
day
of each month.
Signature: Date:
9. There are many ways to support the Ontario SPCA. Please let us know if you have heard of AND are interested in learning more about any
of these opportunities (check all that apply):
Making a gift in honour, on behalf of, or in
memory of a loved one or a pet.
Organizing a community fundraising event
Collecting donations through a personal
webpage
Workplace giving
Corporate donations, sponsorship or cause
marketing
Supporting the Ontario SPCA through a gift of
stock or securities
Buying products or using services that support
the Ontario SPCA
Supporting the Ontario SPCA in lieu of a gift
to loved one (alternative gift giving)
Supporting the Ontario SPCA through
a convenient monthly gift
Promoting the Ontario SPCA online (via
e-mail and social networks)
10.Over 90% of our funding comes from generous supporters like you, we’d like to ensure the donation process is as convenient as possible.
What’s your preferred method of making your donations (please check one)?
Through the mail
On the website
In person through at a Ontario SPCA branch
On the telephone
Through bank transfers/direct debit
Via PayPal
11.How many times have you visited an Ontario SPCA location (branch or affiliate)?
Once
A couple times
Three to ten times
So many times that I’ve lost count
I have never visited
Please check here if you would like someone to follow up with you to discuss the feedback you have provided.
Preferred method of contact: phone e-mail
Telephone Number: ( ) E-mail:
Please charge my credit card on the 1st
day of each month: i a e
Card No.: Expiry Date:
Tel.: Signature:
E-mail:
To increase our fundraising effectiveness, the following questions will help us understand who are donors are, and make it easier to find
other donors like you. Your answers will be kept strictly confidential.
12.Could you kindly provide
your age range?
Under 35
35 to 44
45 to 54
55 to 64
65 to 74
75+
13.What is your marital status?
Married
Single (never married)
Widowed
Separated
Divorced
Partnered
I prefer not to say.
14.What is your annual
household income range?
Less than $60,000
$60,001 – $80,000
$80,001 – $100,000
$100,000 – $200,000
$200,000+
I prefer not to say.
15.How likely are you to keep
giving to the Ontario SPCA?
Very likely
Somewhat likely
Somewhat unlikely
Not likely
Unsure/don’t know
16.How likely are you to recommend the Ontario SPCA to
family and friends as a good choice for them to support?
Very likely
Somewhat likely
Somewhat unlikely
Not likely
Unsure/don’t know
17.We value feedback from our supporters and want to take this opportunity to
find out how you think we are doing. Please tell us what you think.
My monthly gift will be:
$15 $25 $30 Other : $
You may change or cancel your contribution within 30 days by
calling toll free at 1-888-668-7722 extension 321, just ask for
Cathy or Maggie
You have the right to receive reimbursement for any debt that is not authorized or is not consistent with this PAD agreement. Please visit www.ontariospca.ca for more
information. For more information about our privacy practices, e-mail privacy@ospca.on.ca or visit www.ontariospca.ca. In order for Ontario SPCA to raise more funds,
we may trade names with other charities. If you do not wish to have your name traded, please check here .
12-031_P2-Letter-Survey_14.indd 1 5/9/12 3:44:13 PM
24 July 2014 Slide 41

42. Build Profiles / Personas
Buyer personas are fictional, generalized
representations of your ideal donors. They
help you understand your donors (and
prospective donors) better, and make it
easier for you to tailor content to the
specific needs, behaviors, and concerns of
different groups."
24 July 2014 Slide 42

43. PERSONA 1Name:
Who:
What:
Biggest Challenges This Year: Hopes/Dreams/Aspirations:
24 July 2014 Slide 43

44. Step 2: Map & Improve
a. Map Current Journeys
b. Improve & Innovate
c. Build Infrastructure & Processes to
Succeed
24 July 2014 Slide 44

45. Team Facilitation
• Good to have outside party / consultant
facilitate
• Invite anyone who‘touches’the donor –
events, service, direct marketing, donor
services, advocacy
• Set-up your journey mapping canvas…
24 July 2014 Slide 45

46. Sample Journey Plan
24 July 2014 Slide 46

47. Improve & Innovate
• Identify“moments that matter”for each
of your donor personas / segments
• Create content that will help build a
deeper bond with your donor at that
moment
• Ensure that your communications feel
like a journey, not a million different
marketing messages
24 July 2014 Slide 47

48. Build Infrastructure & Processes
• Look at the‘on stage’
and‘back stage’
people and things
needed to create your
journey
• Review current
structure, culture and
skills and align to new
journey
24 July 2014 Slide 48

49. Step 3: Engage & Automate
a. Draft communication plan
b. Automate the plan
c. Hyper-personalize the plan
24 July 2014 Slide 49

50. Features of the right software:
• Lead nurturing, scoring, and tracking
• Email and landing page creation
• Closed-loop reporting
• CRM integration
24 July 2014 Slide 50

51. Step 4: Measure & Manage
a. Identify & track KPIs
b. Test your assumptions
c. Build a feedback loop
d. Iterate & improve
24 July 2014 Slide 51

52. KPIs to track:
• Time to 1st gift, 2nd gift, monthly gift, etc.
• # of gifts, average gift
• Retention rate
• Channel migration
• Engagement factors: inbound
communications, clicks, opens,
downloads, subscribes, shares,
comments
24 July 2014 Slide 52

53. Lasting change doesn’t happen
overnight…
• Reshaping donor communications is a
long term investment.
• Take a couple of months to gather
information about your donors.
• At the same time, review your current
communications.
• Then, meet with the team to discuss the
results and develop a plan for a new
donor journey.
24 July 2014 Slide 53

54. Start small…
• You’re already managing multiple
projects, events and initiatives; pick one
or two things you can change now and
slowly add in other changes.
• Realistically give yourself 6 months to a
year to implement the whole plan.
• A slow and steady pace will help keep
you and the team on track.
24 July 2014 Slide 54

56. Thank You!
• Connect with us at:
– heather.mclean@hjcnewmedia.com
– brian.walsh@oracle.com
– paul.stonge@hjcnewmedia.com
• Additional resources
– http://designingcx.com/
– http://hjcnewmedia.com/
24 July 2014 Slide 56