STEWARDSHIP T RACKER July 2010

Transcription

1 STEWARDSHIP TRACKER July 2010

2 An unique insight into your stewardship programme... For those working in the world of fundraising management and supporter development, being able to ensure a quality of care and consistency in nurturing individual relationships with supporters is vital. We all want to know what our supporters really experience when they are in contact with our charity but finding out can be difficult. Understanding the challenge you face in monitoring supporter care THINK Consulting Solutions have developed the Stewardship Tracker. THINK s Stewardship Tracker is unique as it enables you to assess the effectiveness of your supporter relationship management across a range of key activities both monthly and annually so you can build an ongoing picture of supporter experience over time. The cumulative nature of the Tracker s sampling offers an invaluable alternative to other mystery shopper products which only sample activity once a year. The Tracker is managed by THINK Intelligence, THINK s in house expert research team. The Tracker combines a national team of mystery shoppers with the analysis skills and expertise of THINK Intelligence so that the key areas of your individual giving programmes are thoroughly assessed for practical interaction and outcomes. The Tracker covers a 12 month rolling programme analysing stewardship of 23 supporter interaction channels across the 8 areas below: 1. Enquiry 2. Cash donors 3. Regular Giving 4. Regular Giving : Direct debit reactivation 5. Legacy enquiry 6. Complaints and queries 7. Digital enquiry plus cash donations 8. Digital enquiry plus direct debit donations By signing up to the Stewardship Tracker you will receive the following: Twice yearly in depth reports which summarise and analyse the results of the mystery shops and highlight any areas requiring your attention. Each report will build on the previous one creating an ongoing picture of your stewardship. Immediate alert reports on any activity which is regarded as both failing to meet your standards and is potentially damaging to your reputation. 1 An annual benchmarking report for all members of the THINK Stewardship Tracker comparing stewardship across organisations (note that other client names will be anonymous). An opportunity to buy add ons ; additional one off shops in these core areas with one off alert reports. 1 Subject to a maximum of three alert reports per annum, with the option to buy additional alert reports.

3 The Stewardship Tracker in detail A national team of 28 individuals will be in your mystery shopper team, each with a specific role to assess an aspect of your programme, completing full assessment on the initial interaction and then monitoring how you go on to develop a relationship with them. The activity will be spread throughout the year and there will usually be two shops for each specific activity. Some aspects will require repetition throughout the year resulting in a total of 58 discrete shops per annum. The full list of activities that will be covered is shown below along with the different media that will be assessed for each activity. This constitutes the core programme of your fundraising and supporter activity. In addition, you have the option to add bespoke activities, which are priced individually. Information request Cash Donation Regular Giving Regular Giving reactivation Legacy Pack request by regular supporter Complaint by regular supporter Cash donations via digital medium 2 Regular gifts via digital medium 3 Query from cash donor Key: via via letter via telephone via the website Reports There are 3 core reports each year, 2 focusing entirely on your specific charity and one providing you with a benchmark across the sector against the other members of the programme. The 2 individual reports will provide a detailed summary of the interactions of the mystery shoppers throughout the preceding months combined with an analysis of the activity and comparison to your required standards highlighting both good practice and areas requiring attention. Report contents can be seen in Appendix 1. 2 You will provide specific aspects of your unique digital entry points that you want assessing based on your unique activities. 3 As above

4 You will be able to see in one simple document qualitative and quantitative results covering: Response times and methods across all entry points including telephone, letter, and web Efficiency of handling enquiries How supporters are welcomed What communications are received over time across a range of types of support How queries and complaints are handled Efficiency of processing financial transactions How personalised your responses are to individuals circumstances and support You will receive the factual data on times, dates and nuances of each activity, coupled with the impression this gave to the individual mystery shopper giving you an invaluable insight into the effectiveness of your ongoing stewardship. Calendar of Activity The initial programme launches October Thereafter, new members of the Tracker can join at two entry points per annum; April and October. Regular reports will be scheduled as shown below: Join October 2010 October 2010: Shopper Activity starts January 2011: Individual charity report 1 July 2011: Individual charity report 2 November 2011: Benchmark report April joiners will roll out six months later but the Benchmark report will be for all participants on an annual basis. In year 2 half the shoppers will be retained on your activity to enable you to track how you develop the relationship over time. The remaining half of the mystery shoppers will be refreshed to keep up to date with how you interact with new supporters and this will enable you to compare results year on year. The Stewardship Tracker is being limited to 10 organisations for the October 2010 launch. Until 13 th August we are offering these 10 organisations a reduced founder price of 3,500 for the first twelve months. (This cost is exclusive of VAT and the donations = 1,006). To join Or for more information, contact: Fiona Duncan Margaret Bennett fiona@thinkcs.org margaret@thinkcs.org Tel: Tel: Mobile: Mobile:

5 Appendix 1: Contents of Key Reports Twice Yearly Individual Report Contents 1. Introduction 2. Executive summary of Key Findings 3. Charity Overview including key standards and KPI s 4 4. Key Findings by activity 4.1. Information requests and queries 4.2. One off cash donations 4.3. Regular giving direct debit donations 4.4. Regular giving direct debit re activation 4.5. Legacy enquiries 4.6. Complaints by regular supporters 4.7. Cash gift via digital medium 4.8. Regular gift via digital medium 5. Analysis of stewardship 5.1. By giving method: cash, direct debit 5.2. By entry point: , telephone, letter, web, digital routes 6. Conclusions 7. Highlights needing remedial action 8. Highlights of best practice Annual benchmarking report contents 1 Introduction 2 Executive summary of Key Findings 3 Average Charity 4 Key Findings by activity 4.1 Information Requests and queries 4.2 One off Cash Donations 4.3 Regular giving direct debit donations 4.4 Regular giving direct debit re activation 4.5 Legacy enquiries 4.6 Complaints by regular supporters 4.7 Cash gift via digital medium 4.8 Regular gift via digital medium 5 Analysis of stewardship 5.1 By giving method: cash, direct debit 5.2 By entry point: , telephone, letter, web, digital routes 5.3 Conclusions 4 These to be set by the charity according to their needs