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BloomCon 2015 - Adrian Sargeant

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Building Donor Loyalty Adrian Sargeant Director – Centre for Sustainable Philanthropy Plymouth University
Transcript
Page 1: BloomCon 2015 - Adrian Sargeant

Building Donor Loyalty

Adrian SargeantDirector – Centre for Sustainable Philanthropy

Plymouth University

Page 2: BloomCon 2015 - Adrian Sargeant

Is Retention An Issue?

Improving attrition rates by 10% canimprove revenue generated by?

• 50%• 100%• 150-200%

Page 3: BloomCon 2015 - Adrian Sargeant

12-Jan-15

Defection Curve

Year

5.004.003.002.001.00.00

Value

% of

dono

r bas

e rem

aining

120

100

80

60

40

20

0

Page 4: BloomCon 2015 - Adrian Sargeant

So……...What Drives Donor Value….???

Page 5: BloomCon 2015 - Adrian Sargeant

Reasons For Quitting• No longer able to afford support• No memory of ever supporting!!• Still supporting by other means• Feeling that other causes are more (or equally)

deserving• X no longer needs my support• Death/Relocation• Not reminded to give again• X did not inform me how my monies were used• Xs communications were inappropriate• X asked for inappropriate sums

Page 6: BloomCon 2015 - Adrian Sargeant

Excellent fundraising for a better world

Measure on a 5 Point Scale

1 = Very Dissatisfied2 = Dissatisfied3 = No Opinion4 = Satisfied5 = Very Satisfied

Page 7: BloomCon 2015 - Adrian Sargeant

Excellent fundraising for a better world

Customer Satisfaction

Rating

Page 8: BloomCon 2015 - Adrian Sargeant

Donor Satisfaction

%

Page 9: BloomCon 2015 - Adrian Sargeant

But what about commitment?

Page 10: BloomCon 2015 - Adrian Sargeant

12-Jan-15

Payment Method

Personal Link

Organisation’s Performance

Risk

Tangible Link To Beneficiaries

Multiple Engagements

Choice in Communications

Communication Quality

Trust in Organization

Message Media

ActiveCommitment

PassiveCommitment

Knowledge/Learning

Behaviour

Availability of alternatives

SharedBeliefs

Page 11: BloomCon 2015 - Adrian Sargeant

Quantitative Phase

Page 12: BloomCon 2015 - Adrian Sargeant

Risk

Trust

Personal Link

Passive Commitment

Active Commitment

Loyalty

+

Service Quality

Shared Beliefs

Learning

Multiple Engagements

.58

.54

.27

.41

.18

.20.27

.11.22.14

.21

.13.11.23

.10

.37

Structural Equation Model

Page 13: BloomCon 2015 - Adrian Sargeant

And Trust

Page 14: BloomCon 2015 - Adrian Sargeant

Drivers

• Drip feed performance data• Demonstrate role competence• Demonstrate good judgement• Be honest when things go wrong• Develop and promote complaints procedure

Page 15: BloomCon 2015 - Adrian Sargeant

So

• Satisfaction• Commitment• Trust

And understand where attrition is occurring and engineer communications accordingly…

Welcome cycles …


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