Charlie is MD of Donor Voice. He helps charities uncover what, of all the things they do, cause relationship strength and what is harmful. Partners see a massive improvement in performance, value and retention. Voted top speaker at the Institute of Fundraising's National Convention in 2013, he writes frequently for SOFII, 101 Fundraising, the Institute of Fundraising and many others.
Charlie Hulme is the Creative & Managing Director of Donor Voice and spoke at our Transforming your Supporter Journey conference recently.
No matter how much time, energy and money we invest, our new supporter journey always ends up the same place the old one did.
You’re grocery shopping on a tight budget. You’ve got everything you need and a few things you want. You approach checkout knowing the £40 in your pocket will just about cover everything. But when you come to pay you find you’ve lost £20.
Answer: None of them started with fundraisers!
Part three: change our mind, change our organisation, change the world.
Part one: we’ll never find an answer to our retention problem until we start asking the right questions.
So how do we define loyalty? The usual formula goes something like this:
Transactional Variables = Loyal Donor
Insanity’s defined as doing the same thing over and over expecting a different result. So why, when faced with the most horrendous retention figures the sector has ever faced, do we focus all our efforts on finding new donors (who don’t stay!) instead of building relationships with existing ones?