News & Articles

Never lose a customer again: turn any sale into lifelong loyalty in 100 days

This book is a must-read for any fundraiser who is serious about halting donor attrition. And who recognises that in the future, retention will matter most.

Based on more than 40 corporate examples, ranging from solopreneurs to global juggernauts, Coleman provides a road map for creating remarkable customer experiences that turn average customers into lifelong fans.

Why does this matter?

Well, according to author Joey Coleman, losing customers is the biggest threat facing businesses today – with up to 70% of customers disappearing within 100 days.

And if that seems bad, the situation in fundraising is worse.  After making huge investments of time, money and energy to acquire new donors, most charities see between 40 and 70% of their donors disappear in less than 90 days.

Which is what makes Coleman’s insights so powerful.

He focuses on the first 100 days to secure customer loyalty … arguing it’s easy to remember, short enough to maintain focus and long enough to deliver value.

He identifies eight distinct emotional phases customers go through in the 100 days following a purchase.

From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey.

If you can understand and anticipate the customers’ emotions, you can apply a myriad of tools and techniques (in-person, email, phone, mail, video, and presents) to cement a long and valuable relationship.

And as for how one case study – the dentist – makes regular cleanings, annual check-ups and the occasional dental repair work a customer service win, you’ll need to read the book to find out how it’s done.

Lessons you can learn from this 4th grade teacher

Check out this exceptional video from Mr Reed, a 4th grade teacher in Chicago. Mr Reed threw out the traditional, boring ‘Welcome to School’ mail pack and instead, made a ‘Welcome video’.

This video is about building a relationship with each student – making them feel good, feel valued and inviting them to buy into the story of what it means to be part of the 4th grade school community. Building a relationship with a donor is no different.

Mr Reed has clearly positioned himself as their teacher. In the fundraising world, this is the equivalent of a donor positioning the charity as their organisation to accomplish their goals.

This video is a celebration of ‘student-centred’ teacher communications. There’s a lot we can learn about ‘donor-centred’ communications from this 4th grade teacher.

Introducing our newest Pareto Fundraising team members

We’re very excited to share some great news with you about two new arrivals here at Pareto Fundraising.

But before we introduce them, and by way of preamble, can we share a little story with you? Recently, we sent a selection of our work for clients to world-famous fundraising creative guru, Tom Ahern.

Tom’s response, we’re delighted to share, was more than encouraging.  “Reviewing your packs was like getting a graduate-school immersion course in how to do DM spectacularly,” he said.

Creatively, it seems, we’re doing pretty well. But that’s never enough. We want to be the best fundraising resource in the region – on all fronts, including data, digital, strategy, and creative.

And to be the best, we need to hire the best.

So, it gives us great pleasure to introduce Stuart Ghent, your new Creative Director and Jullian Lataquin, your new Creative Operations Manager, at Pareto Fundraising.

Introducing Stuart Ghent … he gives you strategy and storytelling

Stuart loves the sector and has worked for not-for-profits clients, including IFAW, RSPCA, UNICEF, St Vincent de Paul, Mission Australia and the Cancer Council.

Stuart’s a creative director, a strategist, a copywriter, an enthusiast for ideas and for donors. He likes nothing better than to get in deep with clients, gnawing a strategy bone, cracking a campaign idea, or fleshing out an idea across different touch points.

With over 25 years of advertising experience in agencies like Ogilvy & Mather, Young & Rubicam and DDB, Stuart specialises in multi-channel campaigns – from above-the-line advertising to content marketing; from experiential to digital; from social media to public relations.

One of Stuart’s great strengths is his career-long commitment to direct marketing and customer relationship management. He knows that the client must always be at the centre of every organisation – and that results matter.

“The thing that has always given me the greatest professional satisfaction,” he says, “is doing work that is good and does some good.”

Introducing Jullian Lataquin … a natural born organiser

Behind every great campaign is a great organiser. And Jullian Lataquin was born to organise.  Evidence the fact that Jullian lists “spreadsheets” as one of his interests on his resume!!!

Jullian is your new Creative Operations Manager – charged with getting your campaign out smoothly, on time and on budget.

He joins us from our sister companies, Kalido and IVEO Create, where he worked his organisational magic as a traffic and production manager across direct mail, digital and social media on some of the group’s biggest and highest-volume corporate clients.

Jullian, I’m pleased to say, has that rarest of skills: the ability to focus on the big picture, while managing the minutiae of each and every client campaign.

“It’s easy,” he says. “It’s about always having everything in hand.”  We say, no it’s not easy, but we are grateful for Jullian’s outstanding attention to detail, and his passion for efficient and cost-effective production processes.

When Jullian isn’t happily lost in a Pareto workflow spreadsheet, you’ll find him up to his ears in his other passion – music.  He’s also a DJ!

We look forward to introducing you in person – or in the virtual world – soon.  And to continuing to bring you best-in-class fundraising creative on-time and on-budget.

 

Give your database the data it deserves

Pareto Fundraising Joins Blackbaud’s Partner Network

Pareto Fundraising, Australia’s leading provider of fundraising data intelligence, has joined the Blackbaud Partner Network™, offering strategic data consulting services to users of Blackbaud’s flagship cloud fundraising and relationship management solution, Raiser’s Edge NXT™.

“There’s a tremendous opportunity for charities and not-for-profits to use their Blackbaud solutions even more effectively, and specifically to optimise the quality of the data so that they can extract full value from it over time,” said Pareto CEO Dearne Cameron.

The company has announced this news in conjunction with Blackbaud Pacific’s annual bbcon conference for the social good community being held 13-14 August in Sydney, giving attendees the opportunity to learn more about these services during the conference.

Pareto will initially offer two suites of services—one tailored to charities implementing Blackbaud Raiser’s Edge NXT for the first time and another for existing users keen to generate additional value and impact. Pareto will also offer optional services in report building, fundraising targeting and segmentation, and campaign analysis.

The new-user service is built around a two-day pre-implementation audit, where Pareto will review the customer’s data and make recommendations around:

  • Record quality
  • Categorisation of data
  • Data consolidation
  • Identifying the most useful data matrix
  • Reporting strategy

Services for existing users will help fundraisers manage data within their Raiser’s Edge NXT solution to ensure its quality, reliability, accessibility and useability. Core programs include:

  • Full data audit
  • Data management strategy
  • Quality control and data capture procedures
  • Data matrix review
  • Best practice modelling

For further information, please contact:

Dearne Cameron, CEO, Pareto Fundraising

dearne.cameron@paretofundraising.com

+61 2 8823 5824

How to find out what your donors want

Fundraisers in high-performing charities are making intentional effort to understand and deliver what their donors want and need. They know that meeting donor service expectations – consistently – can have a significant and positive influence on loyalty. Maximising lifetime value is about raising money from your most satisfied donors. But as fundraisers we need to know conclusively what makes a donor satisfied. Over the last three decades the commercial sector has invested billions of dollars into research, so they can understand their customers better … their needs, wants, expectations and how to improve customer service satisfaction. Amazon, Zappos, Apple and other corporate bellwethers all harbour the bedrock understanding that it’s the customer above all else. That’s how they grew into the giants they are. The way a customer ‘experiences’ their company has become the main driver of customer service satisfaction.

So, what does that mean for charities?

If we look at the US – which is a more heavily researched market than Australia – just 14% of commercial customers leave because of poor service or communication.

Compare that to the 54% of donors that leave a charity for the same reason. Too many donors are just not getting the value they want and deserve from the charity whose mission they have chosen to support.

The 2018 Pareto Benchmarking report shows that most of your cash donors are also donors to other organisations. What that means is that your donor database is no longer unique.

So how can you take your fundraising to the next level and gain an advantage over other charities that are also chasing your donor’s commitment?

See your charity through the eyes of your donor

Stewardship Tracker is an internationally recognised mystery shopping platform which helps charities find out how their supporters feel about their service experience.

Launched in the UK 10 years ago, Stewardship Tracker focuses on the aspects of donor service that are the most meaningful – the maintenance ‘must haves’.

They include such things as ease of website navigation, ease of donation, quick resolution to a complaint, phone call picked up promptly, and correct spelling of a donor’s name, to list just a few.

These factors don’t necessarily attract new donors, but if done poorly, can reduce donor satisfaction and drive your existing donors away from your charity.

That’s why Stewardship Tracker is such a powerful tool. It will help you to identify and meet fundamental donor service expectations consistently.

It’s only when that’s under control that you’ll then have the chance to surprise and delight. And that’s where the donor magic happens.

Make it easy for your donors

Stewardship Tracker has already helped more than 40 leading UK charities gain insights into their donor service program. It’s helped them to identify issues and make improvements in the areas that have the greatest impact on donor satisfaction.

For one UK charity, mystery shopping helped them to understand and quantify that they should be mailing their donors based on relevancy, not frequency:

“The tracker data underpins our confidence to increase the frequency of contact with our donors  – but with the right types of communication.”

For another charity, the data insights reflected the commercial trend where in-sourcing is making something of a comeback because of rigid script-reading and poor listening:

 “As a result of the Tracker data, we have brought more telephone supporter care in house and we are focused on making the conversations more engaging.”

Still another charity realised their donors were leaving because of a lack of transparency and accountability – they weren’t receiving the information and solutions to meet their needs:

Stewardship Tracker helped us discover that there was a low level of donor knowledge as to where their money goes – which is critical for our retention.”

And the good news is …

When you consider the discoveries that each of these charities made – based on their mystery shopping data analysis – what’s most striking is that every donor service discovery was 100% under each charity’s control.

And each of those charities has been able to refine and better their donor service activities for improved retention and lifetime value.

If your charity has made the critical change to focus on the donor service experience, then mystery shopping is something you should strongly consider.

Just as the commercial sector has long known and benefited from, mystery shopping is one of the most effective ways to help you transform your levels of donor satisfaction and retention.

If you would like to discuss our main Stewardship Tracker or our streamlined ‘mini’ version, we’d be delighted to talk to you. Please call us on 02 8823 5800 or email: clarke.vincent@paretofundraising.com

The Stewardship Tracker starts in June and November each year.

 

6 ways to improve your donor service

Thousands of mystery shops across eight years, by over 40 UK charities has shown us that to consistently deliver exceptional donor service, a charity needs to be:

 

Consistent across multiple channels:

  • Donors expect consistency in your approach, your communications and your brand.

 

Proactive in complaint handling

  • The highest performing organisations are better at handling complaints and preventing problems from occurring.

 

Measuring the right things

  • Not all donor touchpoints are equally important. You need to find out what they are from both a functional and relationship perspective.

 

Benchmarking with other sectors

  • Donors don’t only compare you with similar organisations – they compare the service from your charity against that of their favourite and most trusted commercial brands.

 

Active in employee training and engagement

  • Organisations with higher levels of employee engagement tend to also achieve superior donor satisfaction.

 

Ensuring customer service commitment starts at the Boardroom

  • Consistency in customer experience requires an unwavering leadership commitment.

4 practical steps to help you better use your data

Brent Collyer, Pareto Fundraising’s Head of Analytics, Insights and Data, shares 4 tips to help you use data to take the guess work out of your fundraising strategy.

1. If you build in rigour and integrity, you’ll do better, faster

Everyone’s talking about data, and these days almost everyone is collecting a lot of it. That volume is one of the ‘four Vs’ which make up ‘Big Data’. The other three are variety, velocity and veracity.

But, the speed and rate at which it’s collected brings some challenges. I’ve seen many organisations struggle with unnecessary and unreliable data, poor quality data and just plain incorrect data.

They come unstuck if they make decisions based on that data or have to spend hours and dollars trying to clean it, migrate it, and untangle the mess it can make.

Then there’s the opportunity cost! While they’re busy doing all that cleaning up, they’re missing out on the insights they could be getting from the right, clean data.

The takeout:

  • Invest in the fundamentals of hygiene, integrity, and a good structure you can build on
  • Standardise your data capture at the front-end
  • Have disciplined processes, a well-trained team and regular audits.

 2. Your ‘useful data’ is more important than ‘big data’

Once you have access to a lot of data, the temptation is to do everything you possibly can with it. But trying to analyse every bit of data can spread your resources too thinly. So one of the most important decisions a data analyst can make is:

 “What’s the right data to analyse for meaningful insight?”.

One very good way to make those decisions is by focusing on the metrics, rather than the data itself. No matter what the size or complexity of your business, there are probably only five or six metrics that powerfully reveal what you need to know.

Metrics let you track, monitor and assess the performance of a particular program or process. And metrics help you identify further opportunities.

The takeout:

  • Don’t try to do everything with your data
  • Instead, choose the most useful metrics and focus on those
  • Over time as your data expands and your understanding of this data evolves so will the range of metrics and the insights they can provide.

3. Data analytics and predictive modelling can help you make better decisions

Ten years or so ago, analytics and business intelligence (BI) changed the way traditional reporting was used to help businesses understand their environment, investments, customers and efficiency.

Then came the evolution from ‘descriptive analytics’ to ‘predictive analytics’. Once businesses realised the potential of analytics, they started to develop and use predictive modelling.

Simply, predictive modelling is a way to predict the future using data from the past. Data analysts uncover data patterns and use algorithms to forecast outcomes and create models that predict which actions or audiences have a high likelihood to succeed, and which have a high probability to fail.

Modelling tools can help you make investment decisions like:

“If we invest this much in one acquisition channel, and this much in another, what are our likely returns in the short term, long term, etc.”?

It’s a lot cheaper, faster, and less risky than actually making those investments and watching what happens.

There are many applications for advanced predictive and prescriptive analytics in the charity sector. The sky is the limit for:

  • Donor intelligence: predicting and understanding donor behaviours
  • Donor profiles: using predictive analytics to develop profiles of the best donors
  • Qualifying and prioritising leads
  • Product development and channel integration
  • Targeting the right donors, at the right time, with the right content
  • Reducing donor attrition.

The takeout:

  • Predictive and prescriptive modelling and analytics give you a cheaper, safer and more reliable way to make fundraising decisions.

4. The competitive advantage lies in data agility and enrichment

Your data is a reflection of the real world, which is a living, breathing, constantly-changing entity. The increasing velocity of data means that there is an ever-growing need to continually refresh our data and recalibrate our models.

Given that data is created as part of the human experience we need to continually evolve our understanding of what our data means.

As a general rule, the more good data you can feed into your ever-evolving data pool, the more usable insights you’ll get from it.

And when I say ‘good data’, I don’t just mean your own data. Data enrichment allows you to get an understanding of what your data and customers look like to another business or industry or even country.

Finally, the most important aspect of enriching data comes from utilising those insights alongside a strong foundation of industry knowledge.

As much as I believe in analytics and respect data, understanding the environmental factors that surround it are just as valuable as the data itself.

If you’d like to better leverage your donor data to drive fundraising success, Pareto’s specialist team of data analysts, data scientists and data engineers may be able to help you. Get in touch with our team today to find out more.

What does Australia’s population boom mean for your fundraising?

Today we reach a historic milestone, Australia hits a population of 25 million, so what does it mean to your fundraising activity? 

According to the ABS, Australia has a birth every 1 minute 42 seconds; a death every 3 minutes 16 seconds, someone arriving to live in Australia every 1 min and 1 second, and an Australian leave to live overseas every 1 minute and 51 seconds. When we pull this together, it means our population increase is one person every 1 minutes and 23 seconds. 

What is the impact on charity giving? The fastest growing age group is over 65 years representing 15.4% and our population is increasing by around 400,000 people per year, 62% of due to migration. The 25-65 age group represents 60% of the population with ever-increasing digital media obsession.  Pareto’s benchmarking also identifies that donors over the age of 65 makes the highest average donation and Australian’s over the age of 50 are responsible for more than half of all donations.  This is consistent with the ABS report of Australia having an older population than any time in the past.

Today you are setting up your organisation for the future of fundraising, with a population estimated to be 42 million in the next 40 years, strengthening the foundations of giving now is critical for the future.

Is your on-boarding and donor care program sensitive to the changes taking place in Australia?  Find out when to ask and upgrade to maximise donor retention for your organisation.

This month we’re reading ….

What your donors want … and why

By Tom Ahern

Tom Ahern could walk into any bar in the fundraising world … and someone would buy him a drink.

He’s considered one of the world’s top authorities on how to communicate with donors – to get their attention, inspire them to act and bond them to your organisation.

As Tom has long said, your number one job is to keep your donor/customer happy. And donor-centricity is the only secret to increased giving.

What you donors want … and why is his latest book – and it’s as good as the rest. Within its chapters you’ll learn how to treat donors as customers, how to organise communications around the prime metric of lifetime value and how to answer the big three questions required in a high-performance case for support.

The book bases its advice on the latest research. It debunks common myths such as ‘increased awareness raises more money’. It explores in-depth psychology and the neuroscience behind donor loyalty.

And there are lots of real-world examples within the pages of the book that everyone can learn from. The non-profit world is gracious and giving and people want to share how they do things. It’s so we can all learn how to be better fundraisers.

As Tom writes in his last comment in his book:

“Good luck, my dear Fundraiser. You’re already a hero for trying. Knowledge is your friend. Ignorance is your enemy. And so you have this book in your hand. It’s an armor of sort.”

This month we’re launching …

… The Pareto Fundraising Digital Audit

Conducting a Pareto Fundraising Digital Audit is key for fundraisers who want to build a journey to online program success.

The audit will help you:

  • Take a deeper, data-driven dive into your digital fundraising strategy.
  • Uncover the best digital opportunities for your organisation, audience and existing program.
  • Know which aspects of your digital fundraising to focus on for immediate gain, and
  • Understand how you can build a sustainable digital fundraising strategy that aligns with your mission objectives.

The process is simple: Pareto digital strategy and channel experts will analyse your digital activity and results.

You’ll then get a comprehensive – and immediately useful – report which includes data analysis, insights and recommendations … and is informed by Pareto Fundraising’s fundraising sector benchmarking.

The report can then be presented to your team in a mini work-shop session.

The digital strategists at Pareto understand fundraising. Their comprehensive audit will help you make decisions about which aspects of your charity’s digital program to focus on for income and impact.

Take your digital fundraising to the next level – with support from a Pareto Fundraising Digital Audit. Find out more by contacting canyouhelp@paretofundraising.com

They are not your donors … you are one of their charities

Bluefrog Fundraising’s Mark Phillips presented this slide at the recent AFP international fundraising conference.

The slide was based on the simple but obvious finding apparent in every single research exercise that they undertake – donors tend to have a portfolio of charities they support.

Consider the 2018 Pareto Benchmarking Report. The statistics show that Australian donors support more than one charity too.

Cash donors, on average, support up to four charities. Regular givers support up to two charities. What that means is that you ‘share’ your donors with a lot of other charities.

If you fail to show your donor that your organisation is the best way to meet their aspirations – and you don’t look too different to the next charity – then your donor won’t be particularly committed. And they’ll easily switch their giving.

That’s why fundraisers in high performing charities are making intentional efforts to understand and deliver what their donors want and need. They know that meeting donor service expectations – consistently – can have a significant and positive influence on loyalty.

In return, their donors are donating back to their causes in exponential measures. As famed direct mail fundraiser Stephen Pidgeon noted:

“It is the fundraiser’s job, your only job, to make the supporter feel good about supporting your charity. You have to love your donors. The money will follow.”