SPEAKERS: Heather McLean, hjc, Brian Walsh, Oracle Is your nonprofit struggling to get your donor to make a second gift? Has your nonprofit thought about integrating a multi-channel presence to reach your donors? You can’t ignore it: a one-channel touch point just isn’t cutting it anymore and donor communication preferences are becoming more complex and demanding. This exciting session will explore a new and innovative way of thinking when it comes to attracting, motivating, and retaining your donor base through different touchpoints. Using best practices and up-to-date case studies that introduce the new Oracle methodology, 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.

1. Integrated Best Practice: The Donor Journey
February 20, 2015 | 4-5pm Eastern
Speakers:
Heather McLean, hjc
Brian Walsh, Oracle
Thank you to our session sponsors:

2. SPEAKERS
Heather McLean, Senior Advisor, hjc
Brian Walsh, P.Eng., M.Eng., CX Architect, Oracle
Speaker
photo
Speaker
photo

3. Let us know
what you’re
thinking!
Ask questions at any
time by typing them
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and pressing Send

4. 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

5. CX: Customer experience trends

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

7. http://dschool.stanford.edu/student/doug-dietz/

10. JOURNEY MAPPING THE PATIENT EXPERIENCE
Experience

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
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
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?
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
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
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/

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
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?
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
IDEA:
CAMP
GUIDE
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

20. Designing Donor Journeys

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

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

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

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.

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

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.

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

28. Journey Map Components:
• Personas: the main characters that illustrate the needs, goals, thoughts,
feelings, opinions, expectations, and pain points of the constituent;
• Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases
(e.g. awareness, decision-making, donation / conversion, renewal /
upgrade);
• Emotion: peaks and valleys illustrating frustration, anxiety, happiness etc.;
• Touchpoints: constituent actions and interactions with the organization.
This is the WHAT the constituent is doing; and
• Channels: where interaction takes place and the context of use (e.g.
website, native app, call center, event). This is the WHERE they are
interacting.

29. Nice to haves:
• Moments of truth / that matter: A positive
interaction that leaves a lasting impression,
often planned for a touchpoint known to
generate anxiety or frustration; and
• Supporting characters: peripheral individuals
(caregivers, friends, colleagues) who may
contribute to the experience.

30. 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!

31. 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

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

33. Why a database audit?
• Benchmark
• Identify Trends
• Identify Pain Points
• Identify Opportunities

34. 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

36. Other Valuable Reports:

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

38. 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

39. And the mail will pay for itself…

40. 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.

41. New stats
• 62% (compared to 55%) of respondents
converted leads to donors within the first 3
months
• 30% (compared to 22%) reported getting that
ultimate 2nd gift

43. Step 2: Map & Improve
a. Map Current Journeys
b. Improve & Innovate
c. Build Infrastructure & Processes to Succeed

44. 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…

45. Sample Journey Plan
Slide 45

46. 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

47. 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

48. Step 3: Engage & Automate
a. Draft communication plan
b. Automate the plan
c. Hyper-personalize the plan

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

50. Step 4: Measure & Manage
a. Identify & track KPIs
b. Test your assumptions
c. Build a feedback loop
d. Iterate & improve

51. 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

52. 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.

53. 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.

54. Get Your Own Journey Mapping Kit!
• Email: info@hjcnewmedia.com
• Subject Line: Send me a Journey Mapping Kit

55. Continue the discussion!
• The vision of the IMAB is to
promote a discussion of
the various successes and
failures related to
integrated marketing:
understandings, trends,
benefits and adoptions of
integrated marketing
activities within the
nonprofit community.
• Visit us at imabgroup.net
today!