Challenge – What stage of the life cycle are the donors in?
The goal of every organisation is to strengthen the bond with as many donors as possible. The main questions that arise are: Where are our donors in the donation life cycle? Is he or she still new, already interested, already capable of development, happily committed, already at risk again or even lost again? But also other questions like: What level of knowledge do they have? What do they think about our organization? Do they even know us? Or do we still have to make ourselves known to them? Or are they apathetic and do not want to know anything more about us? In modern fundraising these are essential questions. Because here the donor is the focus of attention. This person receives the appropriate content at the right time on the preferred channel. The digital tools make this possible quickly with little know-how and practice. So where is our*e donor*in?
Solution – bringing order to the donor landscape
The first phase was to find out what we wanted to achieve with the Lifecycle Strategy. For the Salvation Army, the goal was to establish optimized communication for all phases of the life cycle in order to pick up potential donors where they currently stand and to strengthen the bond with existing supporters. In this phase, the concept focused on the life cycle phases ‘interested’ (potential donors in/lead), ‘capable of development’ (first-time donors in/donor) and ‘committed’ (regular donors in/regular donor). The aim was to define a systematic procedure to develop these donors from one phase to the next – Lead to Donor – Donor to Regular Donor – Regular Donor to Monthly Giver.