SPN 133: 18 Insights on Donor Experience

Plus, the future of (fund raising) work and 5 favorite gifts that give back

Dec 30, 2024

A very warm welcome to all the new subscribers.

You’ve joined a community of 2k+ marketing and fund raising operators at mission-driven Org’s. I’m thrilled to have you as readers and truly appreciate your feedback and support.

✨HAPPY HOLIDAYS FROM SPN’S SPONSOR AND FRIEND, CREATING A NEW STANDARD FOR ONLINE GIVING✨

In this week’s SPN →

5 favorite gifts/Corp partnership examples that give back
The future of (fund raising) work
Leveraging AI while amplifying our ingenuity
A post from our sponsor, Fundraise Up
Going deep on donor experience
…and Jobs that took my fancy this week

The Future of Fund Raising

I think a lot about the future of our work, especially through the lens of AI. Which jobs will be transformed beyond recognition? Which will still demand human ingenuity? And how quickly will these shifts unfold?

The easiest prediction? Administrative roles. These jobs are built on structured, repetitive, rules-based tasks - exactly where AI thrives. As costs continue to drop, widespread disruption is inevitable.

Next are roles requiring basic analysis and reporting. Think junior data analysts, which is particularly exciting for Org’s who can’t fund an FTE in this role. These types of positions combine rudimentary analysis with administrative work - both areas where today’s AI excels. For now, humans remain in the loop, but it’s easy to see these roles being phased out entirely in the near future.

Then there’s the realm of knowledge-intensive fields like program design, website building, and impact measurement. AI will turbocharge productivity here, excelling in tasks with clear, verifiable answers. No doubt it will accelerate innovation too, but true breakthroughs in our sector are going to require human ingenuity.

The most secure jobs today, ironically, are those rooted in judgment, intuition, taste, and emotional nuance -> your Org’s Fund Raising Team.

Roles in UI/UX, copywriting, and product marketing, or those requiring leadership, relationships and negotiation, stand apart.

Two years into the AI revolution, we’re edging towards some clarity as to where AI can be used (and can’t). It feels fair to say that the winners of tomorrow will be those who master the delicate balance of leveraging AI’s capabilities while amplifying human ingenuity.

At least until we reach AGI! At which point it’s back to the drawing board!

5 Fab Corporate Partnership Examples (and Favorite Gifts that Give Back!)

The Soap and the Sea ceramic soap dish by Oba Studios, €28; 50 per cent of profits go to ocean conservation.

Louis Vuitton silver and cord Lockit bracelet, $350; $100 is donated to UNICEF for each bracelet sold.

Loquet gold and agate Air charm, £320; a percentage of sales is donated to the Harry Kane Foundation for mental health.

Tiffany & Co rose-gold and cord T Smile bracelet, $990; $200 from each sale is donated to The Nature Conservancy.

Copper Dog Speyside Blended Malt Scotch Whisky, 70cl, £35, thebar.com; proceeds go to organizations including Austin Pets Alive and Animal Haven.

Donor Experience Matters

Insight from Fundraise Up

Talking of leveraging AI while amplifying human ingenuity, this post is written in generous collaboration with Fundraise Up and shares some gems from their extensive data vault that has gotten me excited for fund raising in the new year. Let’s jump in!

Pre-Donation Upsells: Go Mobile-First

Fundraise Up’s AI pinpoints the optimal moment for recurring donation suggestions, based on behavioral signals and engagement history. And it determines when to suggest these options without interrupting the donor experience, leading to higher conversion rates.

The average upsold recurring donation from a mobile donor equals the original one-time gift in just 2.5 months. Even more impressive, yearly processing from an upsold recurring gift can be 5-6 times greater than the initial one-time value on average (or 3.5-4 times greater when accounting for retention).

FRU Tip: Implement pre-donation upsells in your mobile giving experience. Remind donors how impactful recurring donations are and consider making the ask before they confirm their gift.

Fast Stat: Donations of a higher dollar value are gifted more frequently between 7 AM and 5 PM, averaging 51% larger than those made between midnight and 7 AM, and 16% larger than those between 6 PM and midnight.

Tributes: Highlight the Impact

If your donor is giving in honor of someone, take note. Up to 4% of tributed one-time donations convert to an annual recurring plan. Additionally, donors who make a tributed donation are 2% more likely to cover fees.

FRU Tip: For tribute gifts, offer annual plan conversion options and always present the choice to cover fees, especially on mobile platforms. Highlight how donor contributions will make a difference in honor of their loved ones.

Fast Stats: 68% of donors say it’s important for them to understand the impact their donation has.

Fee Coverage: Embrace AI

By analyzing donor behavior, AI can determine which donors are most likely to cover transaction fees, leading to more revenue for your Org. Keep in mind that mobile donors are approximately 10-15% more likely to cover fees than desktop donors, so focus your efforts there.

FRU Tip: Regularly assess donor feedback on transaction fees and adjust your approach accordingly. Consider highlighting the impact of covering transaction fees in your comms.

Fast Stats: Don’t dismiss desktop donors! Recurring donation plans made via desktop have a 6% larger yearly retention than mobile.

Post-Donation Upsells: Don’t Miss the Follow-up Window

Once you've secured a donation, don't stop there! You have a second opportunity with Post-Donation Upsells. A simple and strategic post-donation pop-up message or immediate follow-up email could secure ongoing support.

FRU Tip: Add an upsell prompt after a successful one-time gift. Focus on mobile users - they’re twice as likely to convert on an upsell ask compared to desktop donors.

Fast Stats: The average recurring donation through Fundraise Up is $33, significantly higher than the industry average of $24. “And what about the retention of those donors?”, I hear you shout! FRU’s average 12-month recurring plan retention rate soars at 76.1%, compared to the 61% industry average.

All this begs an important question: When was the last time you made a donation through your own donation form?

Whatever your mission, whatever your donation platform, comb through every stage of your donation process.

Experience the donor experience you’re providing.
Are you capturing only the most necessary information to initiate the transaction, safe in the knowledge you can ask plenty of follow up questions post donation?
Can you remove any steps on your donation form?

The donor journey doesn’t end when Supporters reach the donation form; it’s where their long term commitment to your Org begins. And it’s where Fundraise Up excels.

Game-changer? It has been for me!

Jobs & Opps 🛠️

Pieta (Ireland): Digital Fundraising Lead (€55K,000 - €60,000)

World Health Organization: Artificial Intelligence Specialist (Consultant)

UNESCO: Media Development and Digital Competencies (Consultant)

UNICEF: UXUI Product Designer (Consultant)

UN Women: Digital Transformation Specialist (P-4)

Salesforce Nonprofit: Named Account Executive, Enterprise: Non-Profit ($143,650 - $216,200)

Rainforest Trust: Director of Latin America Strategy

The National Audubon Society: Senior Director, Membership Direct Response $160,000 - $195,000

→ More jobs updated daily to SPN’s sister website: www.pledgr.com

Going Deep on Donor Experience

Donor experience (DX) and retention are going to be a huge focus for many Org’s next year so why not make this the focus of the last SPN post of the year?

Donor Experience is NOT Donor Support!

The single most important thing that all Org’s should remember is that Donor Experience is not just donor support. Yes, donor support is one aspect of Donor Experience but “DX” goes way beyond just answering tickets on donors wanting to change their address with you. (That’s what the Donor Portal is for!)

My definition of Donor Experience is exactly what it sounds like. It really is “the entire donor experience end to end.”

The best DX in the world starts long before you ever make a donation. True DX includes the entire donor journey pre and post donation all the way down to the packaging of the welcome gift to a monthly donor, the messaging and copy on your programs, emails, and ads, plus things like the post donation email and SMS experience, and yes of course, traditional donor support.

When to Hire a DX Leader + The Ideal DX Org Chart

I wrote pretty extensively about the case for a Chief Experience Officer in SPN #44. The right CX leader in your Org is going to help you optimize every touchpoint in your donor journey from day 1.

Where and how you turn up, what your ads look like, what your emails look like, what your monthly pledge program looks like, how you handle issues, complaints, and negative comments on social media, where you manufacture any product, what your events (small or large) look and feel like, etc. are all part of the donor experience!

DX, in my opinion, is like the modern day “brand director”, overseeing everything that not only goes out from the Org, but everything that even becomes a part of the brand in the first place, too. The best Customer Experience leaders in the for-profit world know this and are willing to go deep into the details to make all of these elements shine for their brand.

The DX Team Org Chart

As far as an org chart, there are a few critical roles all brands should consider when it comes to Door Experience:

• Head of Donor Experience

• DX Tech Lead

• Donor Support Lead

• Community Team

• Donor Support Agents (AI)

First is your Head of DX or Director of DX. This person will set the vision and strategy for what an exceptional DX program looks like at your Org. They’ll also directly manage all of the other DX-related roles in your Org.

Next is your DX Tech Lead who is responsible for researching, testing, and implementing all of the relevant technology and tools that will empower your DX and DS workflows from end to end. These are the folks who get to decide which platforms, softwares, chat bots, and automation tools your Org should be using to make DX as seamless as possible.

Next is your Donor Support Lead who oversees ticket resolution and manages your team of DS agents (AI) who spend all day interacting with and problem solving for prospective donor, existing donors, and returning donors for your Org.

Next is your Community Team. They are the folks responding to comments on social media, doing fun surprise and delight missions for new and returning donors, plus sending out countless DMs, likes, and emails, to make your community feel heard, engaged and excited!

Last but certainly not least are your Donor Support Agents (AI). These Agents are AI agents automating (the majority of) support - managing donor support tickets, compliments and complaints, etc.

What Metrics Matter When It Comes To DX?

If you currently have a DX program in place, here’s how to know whether it’s working or not for your Org.

For donor support specifically, the basic metrics to pay attention to are total number of tickets, average response time, CSAT, and overall NPS.

Both qualitatively and quantitatively, if you are getting a ton of negative comments, DMs, and emails about your donor experience, then you know there’s a huge problem!

Conversely, if donors are sharing your posts, commenting about how much they love your Org, and giving you positive reviews on their donation and supporter experiences, then you know your donor experience is great.

The Best DX Teams Build Strong Feedback Loops Which Rapidly Improve Your Brand

Out of any employee or department in your Org, your DX team likely has access to some of the most critical and relevant data that can help you rapidly improve your brand.

As is probably obvious, your DX and DS leaders are in the trenches every day listening to real donor feedback, compliments, and complaints. They know (often before many others in the Org) when something is resonating and when it’s not.

The best DX teams act as a flywheel for innovation and improvement because they have so many core insights and data points about where to streamline or double down. They can gather this feedback in real-time from their day-to-day ops, then communicate it to other departments, and help your Org troubleshoot issues as soon as they arise.