Case Study: How WWF Busted Silos to Create an Effective Mid-Level Donor Experience
Thursday, July 14th, 2016
11:15 AM - 12:30 PM: Breakout 2
The mid-level program of any organization should differentiate itself in its level of sophistication, and needs to be responsive to its donors. At World Wildlife Fund (WWF), we worked with donor feedback in the creation of the program; it also drives the evolution of new engagement opportunities. This feedback loop helps inform the types of communications, the content and messaging, and the cadence of how they are delivered. It is a true multi-channel experience, from traditional direct mail to cutting-edge digital to in-person engagement...the benefit being every donor has a place to "belong" and the establishment of multiple touch-points helps to deepen donor relationships with the organization.
Today's mid-level donors have numerous demands on their time. Without a cohesive, coherent communications plan you risk losing their attention...and their support. Relying on a tried-and-true, "set it and forget it" approach is not enough, especially with the rapid adoption of digital and mobile platforms. In this session, participants will learn how WWF's development and marketing departments came together to establish a cross-functional team focused on creating an engaging donor experience that is responsive to the needs of the critically important mid-level segment.
Learning Outcome #1
By attending this session participants will learn: Why organizational collaboration is essential to success. Institutional commitment to the bigger vision leads to innovation, challenging entrenched and established programs to "break the mold."
Learning Outcome #2
By attending this session participants will learn: How to create a balanced communications plan that delivers the right messages, in the right tone, at the right time. Tangible strategies, tips and tricks to increase revenue and engagement will be shared!
Learning Outcome #3
By attending this session participants will learn: Why incorporating donor feedback generates more than good will - it generates dollars.