Unifying Online and Offline Donor Data for a Consistent Experience

Editor's Notes

1. Bios/Credibility/Experience Michael Wilson Jamey Heinze
2. Resist the temptation to focus and organize around silos. While silos can maximize a part of the system, they sub-optimize the whole. We are building a customer (digital) ecosystem.
3. Anecdote here Examples It’s the simple things you should remember– their name, account #, if they donated already, etc. What we should collect – We probably shouldn’t try to collect everything. We also should be collecting the “right” data. We should consider enhancing the data we collect to make it more valuable. Several suggested priorities are all online transaction detail and insight, most offline transaction detail and insight, social media data and insights and finally, call center transactions and insights.
4. Legacy information is ignored in the digital age. Why are we ignoring this data?
5. AHA: Planned giving wills and estates (10,500+ requests) Volunteer opportunities (818 requests) Provide research information Opportunity to join You’re the Cure Advocacy Network Soft ask for additional donations FY 11 – $47,000 / 689 donations / $68.21 gift average FY 12 – $93,443 / 736 donations / $126.96 gift average FY 13 – $62,804 / 663 donations / $94.72 gift average
6. Master data plan: small, personal business level>>segue to large nonprofit master data management
7. Mike definition
8. “Obsessing” over the constituent in-depth interviews, surveys, industry analyst sources Types of insight to look at A predictive model Attitudinal understanding Product behavior
9. Already built in to most modern CRMs Best practices for dashboards, and pro tips on organizing dashboards Examples of KPIs nonprofits should be tracking Root cause analyses
10. Notes for discussion A definition/quick recap of the kind of action we are talking about would be great here.
11. Notes for discussion: Journey Maps—it would be great if we could include an example journey map, or key steps to creating a journey map. Esp. since this is the key to unifying the experience. Should the “journey map” part be in tandem with the “identifying gaps” section? Probably should define “unstructured” data Improve the journey—how might one do this? It is circumstantial, I imagine, but could we get some examples? What about starting small versus large scale changes?
12. Definition…/examples – program side, scannable forms can be integrated Example: offline data, only have online donor transactions? Eg. Lapsed donors, renewed—can’t design strategy around data I don’t have If your strategy is to renew donors, and you don’t know if they’ve renewed or not, you’re screwed How much you will try to integrate? Where to focus time and energy? –start with offline donations first. Can’t develop strategy around renewing/acquiring/etc without that basic data Lowest hanging fruit first Mission/program data—second priority (call center)—get that data in, not only donor behavior, but how connected. Process oriented approach What youre doing today>what you want to be doing in the future Built around continuous improvement process Steps to take: 1) audit data OR journey map (this is where you plot out the journey) –this is where you involve all staff, plot it out, gaps will reveal themselves 2) prioritization process– 20 pieces of data, how to prioritize– discuss “if we’re misisng this piece of information (e.g. what they tweeted)” what will it give us insight on? Insight gaps correlate with data gaps. 3) measure progress against goals/strategy and the KPIs
13. Notes for discussion: It would be useful to know how to classify donors or constituents into each of the four buckets—what are some simple ways to identify high value, high potential? What information should you be collecting? How to get started? Is this the right place for this slide? Should it be before or after the unifying the experience slide? What step would the value framework fall under? Segment donors: not all are created equal. Invest in those with high potential Requires high level of insight Strategize on how to move donors through framework Data enhancement assists in this type of segmentation Process related approach that is missing in many nonprofits– how much $ have they given vs. how much money could they really give? Is there a way to value this
14. Notes for discussion: I feel like we need some more actionable, tactical steps here. How to get started building a strategy to integrate your approach through multiple channels? Tips on integrating your approach? Small scale integration of approach? What are examples of “simple but quickly executable initiatives” you mention in the key ideas section of the blog post? Nonprofit examples of an omni-channel approach “Integrated content calendar” from key ideas in blog post– what is this? Can we talk more in detail about this? Digital first>> integrate your digital channels; should be able to move from one channel to another and see that the thread remains connected Start in one channel and pick up in another channel Put a QR code on direct mail slip Eliminate barriers to donations!
15. Manage like other magazines Have a national wildlife magazine as well, not just children’s titles No digital content fulfillment, but experimented with it Have subscribers’ names in SERV Donation processing– when you order a magazine you can give a donation; online or on the phone; adjacent gift collection Customer service– interaction with customer; online customer service/customer care/IVR, no chat yet Customer management– names in the order management system Do a lot of upselling and cross selling with them Every communication has “add a gift”– email, bill, renewal, etc; make it very simple for the donor Have a lot of multi donors bc of add a gift – 2.7 orders per donor After 2 years, upsell to the next oldest title No DB with us (with Merkle), trying to build one in house Renewal notices, solicitations, email Donor acknowledgements– can’t JUST make a donation, but if buy the magazine and want to add, we send acknowledgement and receipt Paper gift cards though– so people can have Acks are through the same channel, but can start as paper and end as email if we have email on file—all channel approach
16. Manage like other magazines Have a national wildlife magazine as well, not just children’s titles No digital content fulfillment, but experimented with it Have subscribers’ names in SERV Donation processing– when you order a magazine you can give a donation; online or on the phone; adjacent gift collection Customer service– interaction with customer; online customer service/customer care/IVR, no chat yet Customer management– names in the order management system Do a lot of upselling and cross selling with them Every communication has “add a gift”– email, bill, renewal, etc; make it very simple for the donor Have a lot of multi donors bc of add a gift – 2.7 orders per donor After 2 years, upsell to the next oldest title No DB with us (with Merkle), trying to build one in house Renewal notices, solicitations, email Donor acknowledgements– can’t JUST make a donation, but if buy the magazine and want to add, we send acknowledgement and receipt Paper gift cards though– so people can have Acks are through the same channel, but can start as paper and end as email if we have email on file—all channel approach
17. Notes for discussion: should I also encourage questions via our twitter accounts?
18. Email phone etc. What contact info would everyone like?