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Donor-Centric Fundraising: The Professional Fundraiser’s Practical Guide to The Next Generation of Direct Response Giving
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Donor-Centric Fundraising
But, what does this really mean?
Put the donor at the center of your fundraising
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Is your fundraising program donor-centric?
Donor Strategy
Experience Delivery
Financial Management
Donor-centric Fundraising
Data
Organization
Donor-centric FRAMEWORK
Provides the means to be donor-centric
EnablerDrives the donordefinition & donorexperience
Core
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Donor Strategy
Do you have a fully functional enterprise segmentation definition?
Define donoraudience
DonorsegmentationSegmentation
Enterprise Scope
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Donor Strategy
Experience DeliveryDo you have a fully functional enterprise segmentation definition?
Are the segments based on motivational definition, and include channel preferences,and LTV?
Donor Journey
Personalized by Segment
Cross-channel/Cross-Program
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Donor Strategy
Experience DeliveryDo you have a fully functional enterprise segmentation definition?
Are the enterprise segments shared across the organization?
Are the segments based on motivational definition, and include channel preferences,and LTV?
Financial Management
Attribution
Campaign Planning &Budget Optimization
Multi-channel
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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360 Donor View
IntegratedOffline + Online
TransactionsPromotion History
Cost
DataDonor Strategy
Experience Delivery
Financial Management
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Organization
Do you have a fully functional enterprise segmentation definition?
Are the enterprise segments shared across the organization?
Are the segments based on motivational definition, and include channel preferences,and LTV?
Unifying Organizational
Structure
Functional Collaboration
Common Goals
Organization
Donor Strategy
Experience Delivery
Financial Management
Data
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Donor Strategy
Experience Delivery
Financial Management
Data
Organization
Donor-centric Fundraising
Is your fundraising program donor-centric?
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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What is the process for developing a donor-centric program?
SEGMENTS
EXPERIENCEMAP
•Develop Persona Segments•Projects Segments into Universe
•Develop Fundraising Program Using Segments
MARKETRESEARCH
•Understand Your Audience
ACTIVATION •Deploy The Fundraising Program
Dono
r Str
ateg
yEx
perie
nce
Deliv
ery
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Organization: Segments
Passionate Givers Social Givers
“ORG is a sensible use of my donation dollars – they are
serious about using money in the best possible way.”
Better world
Make a difference Save &
improve lives
Wisesteward
Goodchoice
Trustworthy and legit
Sense of connection / belonging
Sense of connection/ belonging
Part of groupwith common
fight
Meaningfulengagement
Contribute togroup / love
Enhance relationships
Trustworthyorg
“By giving to ORG, I’m changing lives,
one at a time!”
“When I’m part of a team fighting against
this disease …. Military like.”
“I always donate to friends and co-workers when they are raising
money for a cause. It’s the right thing to do.”
The Advancer The Investor The Warrior The Supporter
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Experience Mapping is a Cross Lifecycle, Cross Channel Methodology
Lifecycle Stages
Donor Needs
Value Proposition
Content, Creative, Message, Offer
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Aware /Familiar
Considering /Evaluating
First TimeEngagement
OngoingEngagement
StrongSupporter Vocal Supporter / Advocate
“I stay up to date on organizations though unbiased sources.”
“Organizations must share my vision of investing wisely”
“I choose ORG because they are a trustworthy organization that funds research, spends wisely, and has longevity.
“I’ll donate or participate again if I know my efforts were appreciated because this builds trust.
“I’ll continue supporting ORG because they’ve proven that the money goes to the cause.
“I want others to help me make good choices with their donor dollars”
ORG is spending donor funding wisely – investing where we get the biggest return.
ORG has a history of knowledge to support the most promising research and most impactful services.
Saving and improving lives for over ## years. # Nobel Prize Winners Supported.
You’re support has touched ## individuals.
ORG – making a difference in the world with you and for you by putting money where it can have the greatest impact.
We’re prioritizing together. Let’s go smarter.
Experience Map for ADVANCER Segment Do
nor N
eeds
Valu
e Pr
opCo
nten
tM
edia
Events
Public Relations
Radio/TV / Print
Health Sites
Social Search / Site
EventCollateral
Support Services
Org History
Mission Overview
Facts & Figures
Health Guides
Events
Word of Mouth
Print Radio/TVDisplay
Social Search/Site
EventOverview
ImpactReport
Org History
Test-imonials
Facts & Figures
Health Guides
Display
Word of Mouth EmailDirect
Social Search/Site
Services Offered
Ways to Support
Org History
Test-imonials
Facts & Figures
Thank You
Emails from
Friends
Phone EmailDirect Mail
Social Search/Site
Services Offered
Your Impact
Service Testimoni
als Latest
Research
Facts & Figures
Thank You
Microsite
Phone EmailDirect Mail
Social Search/Site
Services Offered
Your Impact
Service Testimoni
als Latest
Research
Facts & Figures
Thank You
Microsite
Phone EmailDirect Mail
Social Search/Site
Personal site
Forward a Friend
Work collateral
Latest Research
Facts & Figures
Thank You
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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As the donor interacts with the Nonprofit, Shelly takes her own path based on her specific situation
Shelly The Advancer
Aware / Familiar Considering / Evaluating First Time Engagement Ongoing Engagement Strong Supporter Vocal Supporter / Advocate
Support Service Impact Report Ways to Support Your Impact Your Impact Forward a Friend
Collateral Event Overview Services Offered Services Offered Services Offered Personal Site
Overview Testimonials Testimonials Latest Research Latest Research Latest Research
Org History Org History Org History Service Testimonials Service Testimonials Work Collateral
Facts & Figures Facts & Figures Facts & Figures Facts & Figures Monthly Giving Planned Giving
Health Guidelines Health Guidelines Thank You Thank You Thank You Thank You
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Aware / Familiar Considering / Evaluating First Time Engagement Ongoing Engagement Strong Supporter Vocal Supporter / Advocate
Support Service Impact Report Ways to Support Your Impact Your Impact Forward a Friend
Collateral Event Overview Services Offered Services Offered Services Offered Personal Site
Overview Testimonials Testimonials Latest Research Latest Research Latest Research
Org History Org History Org History Service Testimonials Service Testimonials Work Collateral
Facts & Figures Facts & Figures Facts & Figures Facts & Figures Monthly Giving Planned Giving
Health Guidelines Health Guidelines Thank You Thank You Thank You Thank You
With proper insight and planning, the Nonprofit treats each individual in a personalized and relevant manner across touch points.
Each of the important potential interactions have content, creative, message and CTA that is available through the prescribed channels.
Search
Site
DM
SiteSocial
Phone
MobileEmailSocial DM
PhoneDM
Shelly The Advancer
SiteEmail
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
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Summary: Putting the donor at the center of our fundraising
Put the donor at the center of your fundraising
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.
© 2016 Merkle. All Rights Reserved. Confidential
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National MS Society
Click here to view the full on-demand Donor-Centric Fundraising webinar where we dive deeper into The National Multiple Sclerosis Society’s success.