Strategic University Advancement Conference - Sydney 14-15 August 2013
- An introduction to scoring models and management of engagement with various stakeholders
- Doing more with less: Utilising data to identify opportunities to target your resources effectively
Paul Ramsbottom, Managing Director, ASI Asia-Pacific
Sources noted
Track and Score Donor Engagement for Increased Support
1. Tracking and Scoring Engagement
for More Effective Development
Paul Ramsbottom
Managing Director
ASI Asia-Pacific
2. • 25 years exclusively in non-profits
• We help non-profits improve organisational
performance
• Develop iMIS Engagement Management
System and DonMan fundraising software
• Wonderful, privileged opportunity
Who am I ?
4. Agenda
• History
• Why Now?
• Getting Started
• More Advanced Topics
• Data Challenges
• Skill Sets
• Q & A
5.
6.
7.
8. Why Now?
• 78% of donors give to more than one
charity*
• 47% give most of their annual donation to
one*
• Eduserv / YouGov research – January 2013
– Only 2% say charities engage with them properly
– 17% would give $23/month more if they did…
* Source – CD/NTEN Nonprofit Donor Engagement Benchmark Study 2012
9. Why Donor Engagement Matters
As many as
3 of 4
new donors
never make
another gift
Over the last decade, there has been a shift in key fundraising metrics
Cost of
donor
acquisition
is on the
rise
Lower ROI = reduced investment in finding new donors
10. 1,022 donors
Gave at least $25 in the last
12 months & accept emails
from nonprofits
Asked about current
donation & engagement
activities, focusing on how
they interact with their
“Charity of Choice”
Asked about preferred
online methods for engaging
USA Donor Engagement Study
11. Key Finding: How many charities do they
donate to in a year?
78% Give
to more than
one charity
1 22%
2 - 3 49%
4 - 6 17%
7+ 12%
12. Key Finding: How is that $ divided?
Favorite
67%
All others
33%
0% 0%
Donations
Donors gave
67% of
their annual
amount to
their Charity
of Choice
13. Key Finding: How are donors interacting
with their Charity of Choice?
79%
Receiving
Paper Mail
Receive email 53%
Visit Website 52%
Receive eNews 52%
Receive Phone Call 41%
Visit Facebook 30%
14. Key Finding: How else are they
supporting their Charity of Choice?
38%
Volunteer at
least once
throughout
the year
Participate in fundraising
events
34%*
Fundraise for Charity 27%
Sign online petition 27%
Contact elected officials 21%
Share personal story
with others
18%* They report doing this
at least once a year
15. Key Finding: How are they being your
champions?
Donors also
spread the word
and encourage
activity for their
Charity of Choice
Talk to friends and family 54%*
Encourage friends and
family to donate
40%
Encourage friends and
family to volunteer
30%
Forward an email 27%
Forward an e-Newsletter 23%
Share, like, or comment on
Facebook
22%
* Doing these things at
least a few times a year
16. Aristotle
To give away money... is an easy matter and
in any man's power.
But to decide to whom to give it, and how
large and when, and for what purpose and
how, is neither in every man's power‐nor an
easy matter ... Hence it is that such
excellence herein is rare and praiseworthy
and noble.
17. Agenda
• History
• Why Now?
• Getting Started
• More Advanced Topics
• Data Challenges
• Skill Sets
• Q & A
18. Getting Started
• Comparative not predictive
– Identify groups
• No standards
– Do what is right for you
– Consistency important
• Leading work to date in member-based
org‟s esp. professional associations
19.
20.
21.
22.
23. ANZCA
• Engagement scoring in place
• 4 groups of „engagement‟
• Email open rates varied by group
• 10pm email send to the “aspirant group”
24. Society of Critical Care Medicine
• Years Membership
• Award Winner
• Grant Recipient
• Chapter Author
• Conference Speaker
• Section Leader
• Committee Leader
• Committee Member
• Journal Author
• Fellow of ACCM
• Section Member
• Chapter Participation
• Abstract/Poster Author
• Course Instructor
• Purchases
• Donations
25. Emory Alumni Association
engagement measures
• Event attendance or participation
• Volunteer activities (mentors, admissions, chapters, etc.)
• Active online community and social network participants
• Service on committees, boards, advisory boards, and other
leadership and service committees associated with the
university
• Participation by senior class in commencement alumni events
(first touchpoint for graduates)
• Visits and event contacts by any Emory representative
• Phone and correspondence contacts by alumni officers
• Center for Lifelong Learning educational program participants
26.
27.
28. Results
• Emory Alumni
– Alumni with 2–5 engagement touch points are likely to give at
rates more than four times higher than an alumnus with no touch
points
– Alumni with 6–10 touch points will give at a rate more than 10
times higher
• Valley University
– engagement score has a positive correlation to a variety of
giving behaviors, including donor status, recent donor
status, annual giving behavior (RFM), and adjusted lifetime
giving
• University of Waterloo
– Identifying „potential leaders‟ and moving them to become
„leaders‟
30. Agenda
• History
• Why Now?
• Getting Started
• More Advanced Topics
• Data Challenges
• Skill Sets
• Q & A
31. An Engagement Hierarchy
1. Leaders Board members
2. Workers Committee chairs
3. Production workforce Committee members
4. Helpers Ad hoc volunteers
5. Participators Show up to receive value, but are
rarely seen
6. Loyalists Perceive value, but are rarely seen
7. In for appearances Weak connection, like the boss told
me to sign up
8. Dropouts Members, but waiting for the next
renewal to vote
Source: “10 Lessons for Cultivating Member
Commitment” ASAE Foundation Research Series
36. which channels are best?
Acquisition
Online
Retention
Offline
•1st donation much
higher
•Younger
•Wealthier
•Worse retention
•Lower volume
•Low first donation
value
•Older
•Good retention
•72%
• 32% respond
• improved retention
• 53% higher
cumulative giving
value
Source: DonorCentrics Multichannel White Paper
37. Online Engagement Metrics
• Website visits
• Visits to conversion
pages
• Social media views
• Email open / click-thru
rates
• Unsubscribe rate
• # of retweets / mentions
• # of Facebook
comments / shares
• Social media influence
• Online community
usage (private social
network)
• LinkedIn group activity
• Relationships
38. Agenda
• History
• Why Now?
• Getting Started
• More Advanced Topics
• Data Challenges
• Skill Sets
• Q & A
39. Data Challenges
• Ineffective, traditional CRM/DM systems are
roadblocks
– Disparate data
– Missing data
– Lack of discipline
– Primarily staff facing not web facing
– Unreliable reporting
– Disconnected from operational & strategic goals
• Full staff support critical
40. The Traditional CRM (staff) Software
Complex Integrations
Disparate Products &
Vendors
High Cost of Ownership+ =
41. Skill Sets
• “researchers are rock stars” – John Taylor
• Data analyst
– Maths, physics or engineering trained
• Business analyst
– Process mapping (internal & external)
– Making sense of the data “context”
• Reducing transaction entry headcount
43. Further Reading
• CoolData blog cooldata.wordpress.com, Kevin
MacDonnell, Dalhousie University
• “A Study of Alumni Engagement and Its
Relationship to Giving Behaviors”, Shelby
Radcliffe, Bucknell University, 2011
• “The Science Behind Alumni Engagement”, Jason
Coolman, University of Waterloo, 2011 via CASE
• “Measuring Alumni Engagement at
Emory”, Carolyn Bregman & Martha Fagan, Emory
Alumni Association, 2012 (webcast)
44. • Paul Ramsbottom, Managing Director, ASI
Asia-Pacific
• pramsbottom@advsol.com
• Twitter - @paulramsbottom
• Linked In –
www.linkedin.com/in/paulramsbottom
• Tumblr – insideasiap.tumblr.com
• Instagram – instagram.com/pramsbottom
Contact Me
Hinweis der Redaktion
I wanted to talk about a couple of other great examples of engagement measurements from our clients.First up Property Council. Their system automatically emails the appropriate membership manager if any new member has not had an engagement activity (typically coming to an event or buying a publication) within 2 months of joining. This just happens automatically because all of the data is in their iMIS system.Property Council have also put performance measurement and engagement measurement front and centre with all staff with their top 100 members dashboard. This used to be a private report sent to the management team each month as a manual report. Today it is a dashboard in IMIS with access available to all staff. Letting staff understand the spend and engagement of their top members helps every staff person do their job with regard to retention and acquisition of members.AZNCA – College of Anesthetists - have actually been doing engagement scoring for a couple of years. This past year they have expanded it by adding in lifestyle segments – like aspirant members, retiring members. They then correlate the lifestyle segment the member is in with their engagement scoring. They know already that young aspirant members are working on their computers/ipads late at night– so they started sending them emails late at night so the email would pop into their inbox while they were online. They saw an immediate bump in open and click rates.Lastly REINSW – Real Estate Institute – they developed a model of likelihood for a member to renew based on 2 keys activities – purchasing a product/publication and getting a phone call from the REINSW membership dept. So they actively check and manage for this engagement to ensure members have the best chance to renew.
I wanted to talk about a couple of other great examples of engagement measurements from our clients.First up Property Council. Their system automatically emails the appropriate membership manager if any new member has not had an engagement activity (typically coming to an event or buying a publication) within 2 months of joining. This just happens automatically because all of the data is in their iMIS system.Property Council have also put performance measurement and engagement measurement front and centre with all staff with their top 100 members dashboard. This used to be a private report sent to the management team each month as a manual report. Today it is a dashboard in IMIS with access available to all staff. Letting staff understand the spend and engagement of their top members helps every staff person do their job with regard to retention and acquisition of members.AZNCA – College of Anesthetists - have actually been doing engagement scoring for a couple of years. This past year they have expanded it by adding in lifestyle segments – like aspirant members, retiring members. They then correlate the lifestyle segment the member is in with their engagement scoring. They know already that young aspirant members are working on their computers/ipads late at night– so they started sending them emails late at night so the email would pop into their inbox while they were online. They saw an immediate bump in open and click rates.Lastly REINSW – Real Estate Institute – they developed a model of likelihood for a member to renew based on 2 keys activities – purchasing a product/publication and getting a phone call from the REINSW membership dept. So they actively check and manage for this engagement to ensure members have the best chance to renew.