Senior Director, Direct Response Marketing Special Olympics International
Acquiring donors through canvassing is the easy part; retention is where the value of F2F is made or lost. Traditional variables like age of donor, type of canvass, or campaign copy won’t fix F2F retention. The most important variables are the quality of the donor experience and the innate qualities of the donor themselves. The source for both is the donor.
Join us this afternoon to discover how, in a world of privacy and consumer trust concerns, plus a stricter regulatory environment, you can shift your brand to create one-to-one data relationships and grow your own first-party walled garden of supporter self-declared and self-offered data to mitigate legal risk, manage reputational risk, and uncover the “why” behind the giving.
Understanding how the innate sense of self and the psychology of a donor’s giving decisions will show you the way to deliver on the elusive notion of being “donor-centric.” We’ll also help you understand—in real time—not just the number of signups but the quality of the donors you acquire and how to get them to stick around.
Learning Objectives:
Measure the quality of the canvassing experience from the donor’s perspective
Measure the loyalty of those signing up and explore the data showing this loyalty measure is a strong predictor of retention
Measure supporter identity (at point of signup) and understand its importance. Then use that identity to create a donor-centric segmentation and tailored journey