Understanding supporter commitment and benchmarking
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Transcript of Understanding supporter commitment and benchmarking
Understanding supporter commitment and benchmarking
Jo Graham & John Whitehead September 2010
Tel: 020 7426 8888Email: [email protected]: www.nfpsynergy.net
22
Agenda
• Background to the charity market place• Changing patterns of giving• The database measures of loyalty
• Research objectives and methodology• Assessing satisfaction and commitment • Next steps
2
Background to the Charity Market Place
Over half of WaterAid supporters also support at least two other development charities regularly. One in seven support at least five!
24%
21%
17%
24%
14%
None declared
One
Two
Three or four
Five plus
Base: Postal survey, 2,000 WaterAid supporters, Britain, August 2008
Source: nfpSynergy
“Do you regularly support any of the following charities? “(List of development charities followed)
Changing Patterns of Giving
Marketing Generations
0
200,000
400,000
600,000
800,000
1,000,000
1,200,00019
00
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
The Great Generation
War Time Generation
Baby Boomers
Millennial Generation
Generation X
Live Births by Year
0%
10%
20%
30%
40%
50%
60%
?
Source: nfpSynergy
The Database Dynamics of Loyalty
Direct Debit Retention by Recruitment Channel
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 6 12 18 24 30 36
Months
Inserts DRTV Face-to-Face
52.2%
37.1%
84.6%
95.0%
88.7%
72.7%
Considered Purchase
Impulse Purchase
Importance of Retention and Attrition
A key database measure of commitment and engagement
A key to predicting future direct debit income
The primary determinant of long-term lifetime value
Five Key Performance Indicators for Retention
Monthly cancellations not to exceed 0.874% by either [a] numbers or [b] value.
Of those active 12 months ago, retention to equal or exceed 90.5%
Of those active 24 month ago, retention to equal or exceed 84.5%
Of those active 36 month ago, retention to equal or exceed 79.5%
2222
Agenda
• Background to the charity market place• Changing patterns of giving• The database measures of loyalty
• Research objectives and methodology• Assessing satisfaction and commitment • Next steps
22
2323
Research objectives and methodology
• Desire to explore supporter satisfaction with a view to understanding commitment and track this over time
• Two-stage process of qualitative and quantitative researcho Replicable quantitative research, to provide a benchmark for
ongoing tracking o Initial phase of qualitative research to hear from supporters
in their own words about their views and perceptions
• Qualitative research - focus groups of regular and potential supporters
• Quantitative research - postal and online survey of supporters
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“As an engineer I know the
solutions are simple and effective”
“Feel stronger about WaterAid
than Oxfam – you feel more closely
involved”
“Without water you’ve
just got nothing”
“You know by supporting it that you’re actually
supporting one thing with great effect”
“Arms length. I don’t contact them, they don’t contact me, and that’s fine by
me”
2727
Agenda
• Background to the charity market place• Changing patterns of giving• The database measures of loyalty
• Research objectives and methodology• Assessing satisfaction and commitment • Next steps
27
2828
The groundwork for assessing satisfaction and commitment
1. Understanding of the work WaterAid does and motivated by this to support WaterAid
2. Perceptions of the effectiveness of WaterAid’s work
3. How supporters feel treated by WaterAid
28
2929
1. Understanding of the work WaterAid does and motivated by this to support WaterAid
• “Believe water and sanitation and basic human rights” • “There is a clarity about WaterAid’s work that I like”
• “I like the way WaterAid applies simple technology to provide sustainable solutions”
29
Knowledge
Resonance and
engagement
2. Perceptions of the effectiveness of WaterAid’s work • Effectiveness/impact of donations
o “Believe my donations are having a positive impact” o “The information WaterAid sends helps me to know how my
donations are being spent”
• Effectiveness of WaterAid’s work as a charity and how donations are spent o “I have confidence that WaterAid is an effective charity”o “I trust WaterAid to use my donations efficiently” o “I am confident that my donation goes where it is
needed most” o “I think other charities may be just as capable
of tackling water and sanitation problems” o “I would like to be told more about the amount
of money WaterAid spends on administration”
30
Trust(1)
KR & E
3. “How I feel treated as a supporter of WaterAid”
• “Appreciating my donation whether big or small”
• “Giving me a range of ways to support WaterAid”
• “Not asking me to increase my donation too often”
• “Taking my wishes and needs as a supporter seriously”
• “Responding efficiently to any queries I may have”
31
KR & E T2
T1
3232
Direct questions about commitment
• “Supporting WaterAid is important to me”
• “I am committed to WaterAid for the forseeable future”
• “I feel so committed to WaterAid I am interested in finding other ways to get involved”
• “I may stop supporting WaterAid soon”
32
Satisfaction
CommitmentK
R & E
T
3333
Building towards commitment
33
Commitment
3434
Agenda
• Background to the charity market place• Changing patterns of giving• The database measures of loyalty
• Research objectives and methodology• Assessing satisfaction and commitment • Next steps
34
3535
What has WaterAid done as a result of this research?
• Taken 5 key statements from across the survey to use as corporate KPI’s:
o “I believe my donations are having a positive impact”
o “I have confidence that WaterAid is an effective charity”
o “The information WaterAid sends helps me to know how my donations are being spent”
o “I trust WaterAid to use my donations efficiently”
o “I am committed to supporting WaterAid for the forseeable future”
35
3636
Tracking study conducted every 15 months
• Online only
• Hold the majority of the study constant
• Space for new learnings
36
3737
What’s next?
• External benchmarking?
• Feel free to try it for yourself!
37
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