Integration afternoon 1 intro 6 july 2010

Save the Children

Toolkit

Quest and Barriers

Supporter Experiences

Motivations and Values

Integration: What it Means

Emotions in Decision-making

Influencing and Social Psychology

Opportunities

Influencing and Social Psychology

PlanningTools

Table Talk

Integrating Fundraising and Campaigning

• Becoming a Campaigning Organisation?

• Connecting Supporters to Mission?

• Making a Difference

We are changing

And our supporters are changing

Dorothy Donor

Susan Supporter

Valley of Death!

Integration: Why do it?

• Brand re-positioning

• Fundraising goals

• Supporter acquisition

• Public support to leverage advocacy

• Consumer/public pressure on specific targets

• Supporters want involvement

What Integration offers

• Involvement and experience for supporters

• Connection and loyalty (supporter retention)

• People power (leverage for advocacy)

• Brand focus and focused communications

• Organisational catalyst

• Improved ways of working

• Fun

Transformational connection

Low value

High valueSingle product

Multi productsTransaction

RelationshipAware

Emotionally engagedProject responsive

Brand loyalSupporter

AmbassadorUninformed

InformedSceptical

TrustingActivity

ExperienceMoment

Memory

What Integration looks like

• Coherence: the story you will tell, consistently

• Integrity: being true to yourself, and mission

• Alignment: of activities, messages, opportunities

• Coordination: prioritisation, decisions, planning

• Integration is NOT everything, to everyone, all the time

What Integration requires

• Supporter-focused philosophy

• Planning and processes

• Systems and discipline

• Hard work

• Leadership and decisions

But it’s difficult

Definition of value

Supporter insight

Managing data

Ownership / responsibilities

Supporter vision

Supporter care strategy

Integration with branches

Communication strategies

Shared objectives

Consistent procedures

Leadership

Change management

Organisational mindset

EvaluationIntegrated

communications

We think these are important

LuckTenacity

LeadershipPassion

Patience Persuasion

Does it work?

Care2 stats from the US:

• “Non-donors who take action online are 3.5 times more likely to donate than non-donors who get e-mail but haven’t taken action,”  

• Existing donors who take action online are 2.3 times more likely to donate than donors in the e-mail file who haven’t.

“I feel like I can do a lot more when I am involved with them personally”

“I just wanted to thank Lisa for her letter in which she provided a postcard and a petition with addressed envelope. She made it so easy for me to

respond and I appreciate that. And she didn't ask for money at this time, either. Also appreciated, since I always send money when I can.”