Top Banner
Do you hear what I hear? Listening to what your donors are saying about you June 2015
35

Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

May 20, 2018

Download

Documents

lelien
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

Do you hear what I hear? Listening to what your

donors are saying about you

June 2015

Page 2: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

Bill Jacobs Managing Partner Analytical Ones [email protected] www.analyticalones.com

Leilani Pearl Vice President Communications & Marketing National Parkinson Foundation [email protected] www.parkinson.org

Nice to Meet You

mailto:[email protected]
http://www.analyticalones.com/
mailto:[email protected]
http://www.parkinson.org/
Page 3: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

3

• The National Parkinson Foundation (NPF) is a non-profit organization headquartered in Miami since 1957.

• NPF has funded more than $189 million in research and support services to improve the lives of people living with Parkinson’s.

About Us

Page 4: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

4

About Us

Win New Donors

Lift Performance of Current Donors

Keep Donors Longer

Page 5: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

Listen to this.

Page 6: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

6

Page 7: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

Now, listen to this.

Page 8: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

8

Whoever wrote this threw away a very important part of

the letter, the opening!

Whoever wrote this threw away a very important part of the letter, the opening!

Supporting some type of oh well and blah-blah. So melodramatic.

I read it, it was so generic. It could be about just about any disease. And so, it didn’t strike me as being compelling for Parkinson’s.

Page 9: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

9

When I finished reading this, I was saying, where’s the hook? Where’s the hook?

Page 10: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

10

• Donors are so cynical today.

• Is it possible to engage them?

• The answer is absolutely Yes!

Page 11: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

11

• The NPF message focused on patient care was not resonating with donors.

• Prevalence of the disease to increase substantially over the next 20 years due to the aging population.

Page 12: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

12

• Philanthropic environment is changing.

• A new vision to meet the donors’ intent.

• Grow current donors while attracting new donors.

Page 13: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

13

How do you know when it is time

to do research?

– Realigning your organization’s mission.

– Change in leadership.

Page 14: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

14

Page 15: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

15

Qualitative

Quantitative

– Focus Groups

– In-depth Interviews

– Website Audit

– Donor Database Analyses & Profiles

– Donor Surveys

– Website Testing

Page 16: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

16

Donor Analysis & Demographic Overlay

Page 17: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

17

Only 18% of donors give in the second year after acquisition. Only 3% of the donors area active in the 5th year.

Page 18: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

18

The median age of NPF’s multi-year donors is

73

Page 19: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

19

Website Review

Page 20: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

20

Focus Groups

San Francisco

Chicago

Page 21: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

21

Focus Groups

Page 22: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

22

Donors & Market Surveys

Page 23: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

23

Net Promoter Score

Page 24: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

24

Net Promoter Score

Page 25: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

25

Donors were asked how they would designate a $100 donation.

Page 26: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

26

The organization’s communications

were not in alignment with

donors’ perceptions and desires

What did we learn?

Page 27: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

27

By listening to our donors, we were able to change our

brand story to create a clear and compelling narrative about the National Parkinson Foundation to reach

donors on an emotional level.

Page 28: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

28

Elevator Pitch

At the National Parkinson Foundation, we believe that every person with Parkinson’s should get the best treatment and care, yet most do not. Expert care can turn back the clock on the disease. Our breakthrough research leads to better treatments that will save and extend lives. Everything we do helps people live their best lives today until there is a tomorrow without Parkinson’s.

Page 29: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

29

TESTING How to test new messages

Page 30: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

30

Control vs. Test

Page 31: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

31

Year over Year Website Revenue Up

78%

Page 32: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

32

General Site Information Jan-March 2014 Jan-March 2015 % changeSessions 492,780 699,270 41.90%Users 396,129 548,715 38.52%Pageviews 1,109,806 1,419,691 27.92%Pages/Session 2.25 2.03 -9.78%Bounce rate 69.52% 72.02% 3.60%% new sessions 76.84% 74.49% -3.06%

Donation Form InformationGeneral donation form pageviews 5,148 7,556 46.78%General donation form unique pageviews 4,505 6,365 41.29%General donation form entrances 3,483 4,942 41.89%General donation form bounce rate 44.44% 45.20% 1.71%General donation form exit 43.57% 43.52% -0.11%# donations 285 434 52.28%Total $ donations $19,983.00 $35,576.15 78.03%Average donation amount $70.12 $81.97 16.90%

Specific Results

Page 33: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

33

Specific Results

Total donations

# donations total $ donations Avg donation # donations total $ donations Avg donationGeneral donation page 285 $19,983.00 $70.12 434 $35,576.15 $81.97

Donation Source Information# donations total $ donations Avg donation # donations total $ donations Avg donation

Research landing page 0 $0.00 N/A 14 $790.00 $56.43What is PD landing page 0 $0.00 N/A 9 $545.00 $60.5610 early warning signs page 1 $25.00 $25.00 2 $200.00 $100.00Treatment landing page 1 $100.00 $100.00 4 $375.00 $93.75

Jan-March 2014 Jan-March 2015

Jan-March 2014 Jan-March 2015

Page 34: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

34

Listening to Your Donors Allows You to Look Before You Leap

Page 35: Do you hear what I hear? - TrustedPartnercdn.trustedpartner.com/docs/library...Do you hear what I hear? Listening to what your donors are saying about you June 2015 Bill Jacobs Managing

Thank You

35


Related Documents
Herbalife Reviewed-WHAT you Don't Hear

Herbalife Reviewed-WHAT you Don't Hear

Category: Documents
Alarm Fatigue: Do You Hear What I Hear?.

Alarm Fatigue: Do You Hear What I Hear?.

Category: Documents
Palm Sunday Do You Hear What I Hear?smartfile.s3.amazonaws.com/d57a4d93b010f2ac6f24bc8cee2d... · 2019-08-05 · EASTER ASSEMBLY | Palm Sunday Do You Hear What I Hear? The Character

Palm Sunday Do You Hear What I...

Category: Documents
Do You Hear What I Hear

Do You Hear What I Hear

Category: Documents
What do you hear? - Concordia University

What do you hear? - Concordia University

Category: Documents
Sally Sally What Do You Hear

Sally Sally What Do You Hear

Category: Business
If what you see is what you hear…repeat after me!

If what you see is what you hear…repeat after me!

Category: Documents
92324058 Do You Hear What I Hear SSA

92324058 Do You Hear What I Hear SSA

Category: Documents
What You Hear is What You Hear: Preparing an Arrangement ...

What You Hear is What You Hear: Preparing an Arrangement ...

Category: Documents
What can you hear?

What can you hear?

Category: Documents
L43 - Home | Libertas | Christian Male Choir - Do You Hear What I...boy, boy, hushed u Do you hear what "Do you hear What I hear? 1 hear? Ring-Ing thru the sky, shep-herd boy, Do you

L43 - Home | Libertas | Christian Male Choir - Do You Hear.....

Category: Documents
What instrument do you hear?

What instrument do you hear?

Category: Documents