CDE project 6 section 2: the emotional fundraising showcase

by The Commission on the Donor Experience

In part 2 of CDE’s project on the use and misuse of emotion we've collected some PowerPoint presentations, several articles and a series of videos that show aspects of emotional storytelling.

CDE All the project summaries in one report

by The Commission on the Donor Experience

CDE All the project summaries in one report here.

CDE Contents

by The Commission on the Donor Experience

List of all the CDE project summaries and where to find them on SOFII.

CDE project 1 section 1: rethink language to reflect, respect and engage with the views and feelings of supporters

by The Commission on the Donor Experience

So often people in business inadvertently use language inappropriately, whether as insider speak, jargon, acronyms or just with insufficient thought, consideration or respect. This project will share good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience.

CDE project 1 section 10: appendices

by The Commission on the Donor Experience

Three appendices to flesh out CDE Project 1: the use and misuse of language

CDE project 1 section 2: talk less about the charity and more about the cause, the work, the beneficiaries and the supporters

by The Commission on the Donor Experience

Named, and ideally pictured, people who are most directly involved in delivering solutions to beneficiaries show the ‘human face’ of the work of the charity and provide readers with an identifiable connection.

CDE project 1 section 3: communicate authentic content with honesty.

by The Commission on the Donor Experience

CDE project 1 section 4: communicate values, and do it consistently.

by The Commission on the Donor Experience

Part four of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience

CDE project 1 section 5: subvert expectations.

by The Commission on the Donor Experience

Part five of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience.

CDE project 1 section 6: use inclusive, accessible language and avoid jargon.

by The Commission on the Donor Experience

Part six of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience.

CDE project 1 section 7: invite feedback and turn it into dialogue.

by The Commission on the Donor Experience

Part seven of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience

CDE project 1 section 8: make contact permissions options work for supporters.

by The Commission on the Donor Experience

Part eight of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience

CDE project 1 section 9: test your communications to find out what works best for your charity and your supporters.

by The Commission on the Donor Experience

Part nine of CDE's series on good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience

CDE project 1 summary: the use and misuse of language

by The Commission on the Donor Experience

This project will share good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience.

CDE project 10 appendix 1: case studies to showcase putting donors at the heart of legacy fundraising

by The Commission on the Donor Experience

Four case studies are described here, each demonstrating strategy and behaviour in legacy inspiration that place the donor at the heart of its practices and activities.

CDE project 10 appendix 1: Cystic Fibrosis Trust

by The Commission on the Donor Experience

The Cystic Fibrosis Trust recognised that, as a charity in which the condition they were seeking to address was responsible for early death, the subject of legacies was a difficult one to introduce to their core audience and beyond – people with CF and their families and friends.

CDE project 10 appendix 1: Remember a Charity

by The Commission on the Donor Experience

This case study illustrates an insight-driven and donor-led campaign.

CDE project 10 appendix 1: UNICEF UK

by The Commission on the Donor Experience

UNICEF UK had reviewed its legacy strategy and concluded that it needed to engage a wider audience and to reach more people while simultaneously finding innovative ways to engage existing supporters.

CDE project 10 appendix 1: WaterAid

by The Commission on the Donor Experience

This case study was put forward for an Institute of Fundraising Legacy Award and highlights the combination of strategy, marketing and culture to promote legacies in a more donor-friendly way.

CDE project 10 section 1: an overview of and background to legacy fundraising

by The Commission on the Donor Experience

To leave a legacy is a natural human desire. Since the beginning of history, human beings have striven to pass on something of ourselves to future generations.

CDE project 10 section 2: legacy fundraising today and the opportunity before us

by The Commission on the Donor Experience

In the past 15 to 20 years, legacy fundraising has embraced new forms of reach and engagement. The rise of digital platforms and other media have increased and developed engagement.

CDE project 10 section 3: putting the donor-led experience at the heart of legacy fundraising growth

by The Commission on the Donor Experience

What do donors need and want in order to make the giving of a gift in their wills meaningful, normal, joyful, easy and rewarding?

CDE project 10 section 4 part 1: the approach used in this report and the basis for these conclusions

by The Commission on the Donor Experience

To draw together some inputs, ideas and contributions that shaped some of the conclusions and recommendations in this paper, we have organised the collection of insights around four areas.

CDE project 10 section 4 part 2: the experiences and needs of donors and their families

by The Commission on the Donor Experience

At the heart of the challenge of providing the best experience are the primary wishes of the donors and their families. 

CDE project 10 section 4 part 3: how the donor might behave and how can we use insight to improve experience

by The Commission on the Donor Experience

Much has been written about the power of emotion and at the heart of thinking about how these can be used in legacy fundraising, the following are links to four resources pertaining to the art and science of emotion.

CDE project 10 section 4 part 4: the organisation’s culture, capacity and experience

by The Commission on the Donor Experience

Creating a positive experience for legacy donors or for those enquiring about becoming such donors requires a much wider contribution and understanding from the organisation.

CDE project 10 section 5: the legacy marketing, fundraising and influence method and experience

by The Commission on the Donor Experience

The majority of legacy gifts are made without revealing intent in life. We have indicated reasons that this focus may actually drive engagement away rather than encourage openness.

CDE project 10 section 6: the probate and legacy administrative experience and approach

by The Commission on the Donor Experience

The donor experience is complex, and there are a variety of experiences that donors may with a charity during their journey. 

CDE project 10 summary: legacies

by The Commission on the Donor Experience

This project will look at the strengths and weaknesses of the current model of legacy fundraising and identify how we make sure that people feel encouraged to include charities in wills.

CDE project 11 summary: communication with individual donors

by The Commission on the Donor Experience

Project 11 is made up of six different sub projects investigating how the donor experience can be enhanced via different channels commonly used in communicating with individual donors.

CDE project 11: part 2 - case study

by The Commission on the Donor Experience

Joe Jenkins, director of supporter impact and income at The Children’s Society explains their new integrate strategy to engage with new cohorts of supporters.

CDE project 11: part 2 - guidance on integration

by The Commission on the Donor Experience

Integrated fundraising is meant to be the fundraisers weapon to combat the abundance of ways we can now communicate with, and listen to, our supporters.

CDE project 11: part 2 - tools and tips

by The Commission on the Donor Experience

Here are some tools and tips that can help you improve your everyday integration.

CDE project 11: part 3 - a data-driven strategy for direct communications

by The Commission on the Donor Experience

By getting the data basics right, it will mean a charity can communicate with its supporters in a way they feel respected and it engenders a positive supporter experience.

CDE project 11: part 3 - it’s all about the ‘How’

by The Commission on the Donor Experience

How to develop a data-driven strategy that will deliver?

CDE project 11a summary: mass media

by The Commission on the Donor Experience

Mass market media does not lend itself to a one size fits all best practice guide. The brand position, budget, fundraising product and area of work will greatly determine the approach you take.

CDE project 11a: appendix 1 and appendix 2

by The Commission on the Donor Experience

Appendix 1: research sources and appendix 2: methodology

CDE project 11a: putting the principles and actions into practise

by The Commission on the Donor Experience

Before considering the guidance on what we need to be doing to improve the experience for our donors, we should take some time to consider some of the key issues facing the sector. 

CDE project 11a: steps four and five

by The Commission on the Donor Experience

Step four: planning the donor journey. Step five: imagery, emotion and language

CDE project 11a: the approach

by The Commission on the Donor Experience

The Commission for the Donor Experience seeks to look at fundraising, in this instance mass market fundraising, from the point of view of the donor.

CDE project 11a: the six steps - step three: materials and media

by The Commission on the Donor Experience

A key part of any mass market and above the line fundraising is the creative, or visual presentation of both the problem and solution. While there is not a one size fits all approach, there are some key considerations that should be considered in signing off a creative approach. 

CDE project 11a: the six steps - steps one and two

by The Commission on the Donor Experience

Step one: insight 

Step two: proposition, products and promise

CDE project 11b summary: direct mail

by The Commission on the Donor Experience

How can we plan better as a sector to avoid individuals being inundated with our communications and ensure that that our messages get the attention they deserve rather than all being lost in such a crowded space?

CDE project 11b: appendix 1

by The Commission on the Donor Experience

Additional income plus cost savings from a digital print strategy - a direct mail case study from World Vision. 

CDE project 11b: part one - direct mail that works

by The Commission on the Donor Experience

Introduction and some basics.

CDE project 11b: part two - output from the direct mail workshop and recommendations to improve the donor experience

by The Commission on the Donor Experience

Examples of direct mail and recommendations to improve the donor experience. Recommendation one. 

CDE project 11b: recommendation 6 - thank properly and great customer service

by The Commission on the Donor Experience

Thank personally and quickly. As project 6 on emotion recommends, fundraiser’s should aspire to be ‘famous for frequent, fast, fabulous feedback’. 

CDE project 11b: recommendations to improve the donor experience - four and five

by The Commission on the Donor Experience

Recommendation 4: Be smart with data

Recommendation 5: Have a great offer and compelling reason to give

CDE project 11b: recommendations to improve the donor experience - two and three

by The Commission on the Donor Experience

Recommendation 2: Think about how donors FEEL.

Recommendation 3: Be an ambassador, as well as a fundraiser

CDE project 11b: the three key and separate steps to crafting a great DM appeal

by The Commission on the Donor Experience

Step 1: the proposition. Step 2: the concept. Step 3: the do’s and don’ts of direct mail appeal writing and design. 

CDE project 11c digital section 1: the approach

by The Commission on the Donor Experience

Digital, mobile and email fundraising did not feature a great deal in the Etherington report of 2015 - or the maelstrom of media focus following the tragic death of Olive Cooke. 

CDE project 11c digital section 2 part 1: putting the principles and actions into practise

by The Commission on the Donor Experience

Technological innovation and its use for charity - Understand and design based on donor preferences - Online Journeys

CDE project 11c digital section 2 part 2: putting the principles and actions into practise

by The Commission on the Donor Experience

Usability - General website usability - Accessibility - Language use - Storytelling - Storytelling and conversations

CDE project 11c digital section 2 part 3: putting the principles and actions into practise

by The Commission on the Donor Experience

Marketing consent - Email marketing - Mobile-oriented design and browser adaptation - Search Engine Optimisation - How donations are accepted

CDE project 11c summary: digital

by The Commission on the Donor Experience

This guidance is intended to help fundraisers, supporter engagement staff and the organisation you work for to design better online supporter experiences that engage and delight them. 

CDE project 11d community section 1

by The Commission on the Donor Experience

The approach & Value of the Community Fundraising Sector.

CDE project 11d community section 2

by The Commission on the Donor Experience

Putting the principles and actions into practice - Volunteering - Methodology

CDE project 11d summary: community

by The Commission on the Donor Experience

Community fundraising is sometimes referred to as regional, local or volunteer fundraising, and encompasses a broad spectrum of fundraising work that takes place either on or offline in the community.

CDE project 11e summary: telephone

by The Commission on the Donor Experience

The telephone is a powerful and engaging channel of communication to reach donors and supporters when it is used within a multi-channel communication strategy.

CDE project 11e telephone: case study - Erskine Stewart’s Melville Schools, Edinburgh

by The Commission on the Donor Experience

The problem we wanted to solve, an the idea we wanted to test.

CDE project 11e telephone: case study - Save the Children

by The Commission on the Donor Experience

Agency Selection - Supporter Centricity - Preference Captures - Training and Engagement - Monitoring - Supporter Feedback - Learnings - Challenges. 

CDE project 11e telephone: case study - The Bible Society

by The Commission on the Donor Experience

The Bible Society calling philosophy and what we have learnt over the last five years.

CDE project 11e telephone: conclusion and about the authors

by The Commission on the Donor Experience

The telephone, or voice to voice communication in general, should be one of the most effective engagement channels available to charities.

CDE project 11e telephone: how we arrived at these summary principles – our approach

by The Commission on the Donor Experience

We took a two-pronged approach to reaching these summary principles.

CDE project 11e telephone: key findings

by The Commission on the Donor Experience

We would like to highlight what we believe to be 6 key findings around charities’ use of the telephone in delivering a high-quality donor experience.

CDE project 11f face to face: appendices 1 and 2 - case studies and sources

by The Commission on the Donor Experience

Case studies and sources.

CDE project 11f face to face: appendix 3 - methodology

by The Commission on the Donor Experience

My approach to pulling this paper together was to firstly reach in to the depths of my own experiences over the past 16 years.

CDE project 11f face to face: putting the principles and actions into practice

by The Commission on the Donor Experience

• Welcoming the supporter and further communication.
• Upholding Good Practices

CDE project 11f face to face: section 1 - why the ‘golden goose of fundraising’, F2F, is in such trouble now

by The Commission on the Donor Experience

The approach.

CDE project 11f face to face: section 2 - agreeing the principles of your relationship

by The Commission on the Donor Experience

How to implementing a practical strategic process successfully. 

CDE project 11f face to face: section 3 - The Door Fundraising Rulebook

by The Commission on the Donor Experience

Rules and principles.

CDE project 11f face to face: section 4 - recruitment and training

by The Commission on the Donor Experience

Recruitment of your fundraisers and/ or your external specialist agency.

CDE project 11f face to face: section 5 - ongoing development

by The Commission on the Donor Experience

By investing more in staff over their initial induction period, you can keep more staff, and retain more of the supporters that they go on to recruit.

CDE project 11f face to face: section 6 - involvement devices and props

by The Commission on the Donor Experience

In 2004, Gift Fundraising took Personal Digital Assistants to the street for the first time! Gone were the paper mandate forms, (unless the server was down), and the novelty of the personal data system was unleashed upon the face to face world. 

CDE project 11f face to face: section 7 - location and integration

by The Commission on the Donor Experience

Over the last 5 years, face to face fundraising has been moving to private sites. The danger here is that the annoyance of face to face is just moving location.

CDE project 11f face to face: section 8 - public relations

by The Commission on the Donor Experience

Celebrating face to face publicly and changing the perception of what a face to face fundraiser is should be looked at in earnest. Some members of the public simply find it an annoying interruption in their day-to-day lives.

CDE project 11f face to face: section 9 - auditing and compliance

by The Commission on the Donor Experience

Auditing the agencies that fundraise on your behalf is crucial to gaining a full understanding of whether they comply with your policies, and those of our regulators.

CDE project 11f: face to face

by The Commission on the Donor Experience

The following paper looks at the way the experience for face to face fundraisers, both within agencies or in-house operations, has a direct impact on the way a supporter then experiences their journey with you as a charity.

CDE project 12: inspirational creativity

by The Commission on the Donor Experience

This project will seek to define both the potential and the desired standards for creative endeavour and also to define the ethical dilemmas around creative messaging with a view to improving understanding of what donors might find acceptable and unacceptable.

CDE project 13 section 1 summary: giving choices and managing preference

by The Commission on the Donor Experience

This project will look at the systems that have been implemented, how they work and the results they’ve achieved, with the aim of defining an ideal approach that offers donors practical choices and real control over the shape of their relationship with individual causes.

CDE project 13 section 2: the introduction

by The Commission on the Donor Experience

Supporting a cause you care about can bring benefits and pleasures that can far exceed the satisfaction of a good buy. Done well, each donor should go on a journey: from reassurance, to trust, to growing value (for them and you) to loyalty.

CDE project 13 section 3: the theory

by The Commission on the Donor Experience

Action, conflict (problem) and resolution (solution). Three simple steps at the heart of how we communicate. And in fundraising terms, three steps which bring the donor and the charity together for mutual benefit.

CDE project 13 section 4: commercial examples of managing preferences

by The Commission on the Donor Experience

A series of examples of how to manage your donor's preferences.

CDE project 13 section 5: what can charities teach us about managing preferences?

by The Commission on the Donor Experience

A series of case studies to illustrate the points made in project 13.

CDE project 13 section 6: bringing it all together

by The Commission on the Donor Experience

Offering choices and managing preferences helps them to be relevant and interesting to their customers, building brand loyalty and customer value. 

CDE project 13 section 7: bibliography

by The Commission on the Donor Experience

The full bibliography for all sources cited in project 13

CDE project 14 appendix 4: insight profiling

by The Commission on the Donor Experience

Insight Discovery is a model that measures behavioural preferences. It uses a system of four colours to describe different styles of behaviour.

CDE project 14 section 1: our approach and putting the principles and actions into practice

by The Commission on the Donor Experience

The following are examples of some of our recommendations and observations in action from the people we met, current contacts and clients, and what we have seen across the sector.

CDE project 14 summary: getting the right people as fundraisers

by The Commission on the Donor Experience

This project will consider the attributes that donors expect to see in the fundraisers they deal with and how recruiting specifically with those attributes in mind will significantly improve the donor experience.

CDE project 14: appendix 1

by The Commission on the Donor Experience

Here is the full lists of attributes of a donor-focused fundraiser drawn from the surveys and focus groups we conducted.

CDE project 14: appendix 2 and 3

by The Commission on the Donor Experience

Examples of donor-centred behaviour in fundraisers as described to us by those we interviewed.

CDE project 15 appendix 1 & 2

by The Commission on the Donor Experience

CDE project 15 appendix 1 and 2: the role of trustee boards and senior managers 

CDE project 15 appendix 3

by The Commission on the Donor Experience

A series of conversations with trustees, CEOs, fundraisers and others close to the sector about governance.

CDE project 15 appendix 4

by The Commission on the Donor Experience

Literature Review by Angela Routley

CDE project 15 summary: the role of trustee boards and senior managers

by The Commission on the Donor Experience

Fundraising’s evolving future will inevitably have profound implications for volunteer boards and senior management teams. This project will help them to understand the changes in their roles and to prepare for, contribute to and respond to fundraising’s new agenda.

CDE project 16 section 2: case examples, tips and links

by The Commission on the Donor Experience

This section provides top tips from fundraisers, some case examples, links to helpful blogs and other useful sources of information that help to illustrate each of the actions recommended in the summary.  

CDE project 16 section 3: appendix

by The Commission on the Donor Experience

This appendix concludes CDE project 16: creating a distinctive service culture by outlining a standard for excellent supporter service.

CDE project 16 summary: creating a distinctive service culture

by The Commission on the Donor Experience

This project will define the components of optimum levels and standards of donor service to ensure consistent quality experiences with the aim of defining a distinctive service standard to which all charities can aspire.

CDE project 17 section 1: the approach

by The Commission on the Donor Experience

In this project we were seeking to answer the question: ‘What kind of leadership have you found increases the chances that a charity will operate in a donor-centred way?’

CDE project 17 section 2.1: introduction

by The Commission on the Donor Experience

‘It’s about giving and engaging people, it’s this lovely virtuous cycle where you get to give money, and you get to do something yourself that actually makes a difference.’

CDE project 17 section 2.2: ‘Define and champion’ and ‘Help people see’

by The Commission on the Donor Experience

‘You need to develop that sense of shared consciousness…so we all know what the picture is, what we’re striving collectively to do and we’ve got permission to get on and do it.’

CDE project 17 section 2.3: your organisation’s purpose

by The Commission on the Donor Experience

Focus attention on why changing the way you work with supporters is something you must do, not just something you should do.

CDE project 17 section 2.4: your definition of success

by The Commission on the Donor Experience

Define and reinforce what success looks like in terms of your supporter’s experience.

CDE project 17 section 2.5: relentlessly reinforce the vision and make it visible

by The Commission on the Donor Experience

Richard Spencer explained that one way he helped put the point of view of the supporter at the forefront of people’s minds was by circulating a weekly results update.

CDE project 17 section 3.1: people build great relationships

by The Commission on the Donor Experience

'Leadership is a potent combination of strategy and character. But if you must be without one, be without the strategy.'

CDE project 17 section 3.2: inside-out leadership

by The Commission on the Donor Experience

It is not about changing others – it is about changing yourself first.

CDE project 17 section 3.3: trust - risk - people

by The Commission on the Donor Experience

Richard Turner said that one of the most powerful shifts he has ever made as a leader was deciding to spend time every week with the people he manages. 

CDE project 17 section 4.1: culture - create an adaptable, empowered environment

by The Commission on the Donor Experience

A major turning point for Solar Aid came when their leaders decided to focus their efforts on solving one challenge in particular: the fact that the most common source of light in the evening for many people was the kerosene lamp.

CDE project 17 section 4.2: the game is different now

by The Commission on the Donor Experience

The challenge is that the world in the 21^st century is fundamentally different to the 20^th century. Changes in technology have had a huge impact on the environment in which charities now operate.

CDE project 17 section 4.3: we now need a different kind of leadership

by The Commission on the Donor Experience

Develop a shared consciousness. Model it. Be consistent.

CDE project 17 section 4.4: devolve responsibility - growth mind-set

by The Commission on the Donor Experience

Empower everyone to think for themselves and take action.

CDE project 17 section 4.5: culture

by The Commission on the Donor Experience

Ideas and activities that will help you create an adaptable, empowered environment

CDE project 17 section 5: conclusion

by The Commission on the Donor Experience

If our charities are to respond and help supporters solve the problems they care about, leaders need to deliberately cultivate an environment that is adaptable, informed and empowered.

CDE project 17 summary: leadership

by The Commission on the Donor Experience

Building on previous learning this project will define what makes great fundraising leaders and what leadership they need from their senior management colleagues and their board if they are to deliver the competent, motivating leadership that will sustain and direct the new style of fundraising that is evolving in Britain.

CDE project 18 appendix 1: sources

by The Commission on the Donor Experience

Sources that informed and influenced this project.

CDE project 18 appendix 2: Sticky Marketing & Digital Selling

by The Commission on the Donor Experience

In November 2016, Rory White, founder of Flow Caritas, hosted an event with Grant Leboff, author of ‘Sticky Marketing’ and ‘Digital Selling’. A group of Directors of Fundraising were invited to hear his views on marketing, and how it applies to fundraising. Here is an edited transcript of his key address to the group, reproduced with permission from Grant and Rory. 

CDE project 18 section 2: the approach to compiling case examples

by The Commission on the Donor Experience

Content outline.

CDE project 18 section 3: action 1 - understand the paradigm shift

by The Commission on the Donor Experience

Putting the principles & actions into practice.

CDE project 18 section 3.1: action 2 - adopt the right mindset

by The Commission on the Donor Experience

Adopting the right mindset is probably the most important action of all. It is what you need in place at the outset and it influences the actions that follow. In time, it will be part of the overall culture within the organisation.

CDE project 18 section 3.2: action 3 - ask the question ‘WHY do we exist?’

by The Commission on the Donor Experience

‘With consistency people will see and hear without a shadow of a doubt what you believe.’

Simon Sinek

CDE project 18 section 3.3: action 4 - tell your mission story

by The Commission on the Donor Experience

All fundraisers are aware they need to tell stories well so they can convey quickly in a way that engages people. Now it is even more important to spend time to understand how to tell powerful stories

CDE project 18 section 3.4: action 5 - get your supporters to share your story for you

by The Commission on the Donor Experience

‘Your best marketers and your best fundraisers today are not you. Your best marketers and fundraisers are the people - the ecosystem - you create around - the audience you build’

Grant Leboff.

CDE project 18 section 3.5: action 6 - provide an experience that donors will talk about

by The Commission on the Donor Experience

An ideal opportunity to inspire supporters to spread your story is simply when people give or choose to fundraise for you. It is when they have taken the emotional decision to support you.

CDE project 18 section 3.6: action 7 - be ready to react

by The Commission on the Donor Experience

As your story begins to spread by your supporters, you should get an increase in inbound enquiries or offers of support that are not a result of a direct response communication, i.e. they are a result of people hearing your story from others they know and trust.

CDE project 18 section 3.7: action 8 - set up new measures

by The Commission on the Donor Experience

Adopting a mindset of how to inspire people to spread your story rather than target them for money will need new measures away from direct ROI. 

CDE project 18 section 4: characteristics of applying these principles

by The Commission on the Donor Experience

Check here to see the characteristics you would expect to see of a charity applying this approach.

CDE project 18 summary: supporters as champions for your mission

by The Commission on the Donor Experience

This project will look at the basic fundraising model differently, to try to define how supporters in future can be used as channels and networks to spread opportunities, grow income and to provide donors and potential donors with a rich array of rewarding experiences.

CDE project 19 section 2: the approach

by The Commission on the Donor Experience

This project looks at what donors would like to see and attempts to give insight into how charities can show donors that their money makes a difference.

CDE project 19 section 3: putting the principles into action and practice

by The Commission on the Donor Experience

Focus groups and polling give insights into how donors like to interact with charities and learn more about them.

CDE project 19 section 4: test as you go

by The Commission on the Donor Experience

Surveys give us an idea of claimed behaviour while actual behaviour can be different in practice. So it's important to test the results.

CDE project 19 section 5: things to think about

by The Commission on the Donor Experience

In its simplest sense, communicating impact is telling donors what their donation achieved and giving an idea of progress towards the end result.

CDE project 19 section 6: links across CDE projects

by The Commission on the Donor Experience

Three case studies to illustrate the content of CDE project 19: evidence of impact and effectiveness.

CDE project 19 section 7: research sources and methodology

by The Commission on the Donor Experience

Research sources for CDE project 19: evidence of impact and effectiveness.

CDE project 19 summary: evidence of impact and effectiveness

by The Commission on the Donor Experience

This project will look at how charities can communicate their impact, what donors would like to see and how charities can show donors that their money is making a difference.

CDE project 2: fundraising and vulnerability

by The Commission on the Donor Experience

This project will propose updated guidance and recommendations for rigorous best practice in this crucial area, where fundraisers must be seen to be caring, sensitive and above suspicion or concern.

CDE project 20: fundraising investment

by The Commission on the Donor Experience

This project will identify the extent to which donors’ concerns on this topic are a barrier to giving, and how better fundraising practice can ensure that ‘the truth told well’ about fundraising costs can reassure those donors who are willing to engage with the issue.

CDE project 21: working with suppliers as partners

by The Commission on the Donor Experience

This project will aim to show fundraisers how to be an effective client and so to get the most for their donors from their prudent and well-managed investment in supplier services.

CDE project 22 summary: media relations and the public face of charities

by The Commission on the Donor Experience

This project will look at how to build better relations with the media so that coverage is better informed about the totality of practice and that good fundraising, is not undermined by collateral damage from exposure of incidents of bad practice.

CDE project 22: conclusions

by The Commission on the Donor Experience

To grow and thrive, charities must decide to communicate their individual and collective vision confidently to the world.

CDE project 22: links across the Commission projects and appendix 1, 2 and 3

by The Commission on the Donor Experience

Links across the Commission projects. Appendix 1: case study. Appendix 2: research resources. Appendix 3: methodology.

CDE project 22: putting the principles and actions into practice

by The Commission on the Donor Experience

Accentuate the positive. Grow the grassroots. Work with the media. Make it personal. Be brave. Be decisive.

CDE project 22: the approach

by The Commission on the Donor Experience

Consolidate the available evidence. Assimilate (and not duplicate). Canvas expert opinion. Review a representative selection of mainstream media coverage. Suggest some approaches to enlarge the coverage pool and rebalance the tone.

CDE project 22: the approach - assimilate existing activity

by The Commission on the Donor Experience

The group seeks to explain the changes underway in the sector.

CDE project 22: the approach - canvas expert opinion

by The Commission on the Donor Experience

This project consulted widely, both with individual charity communicators and with acknowledged pan-industry experts, as explained in Appendix 3.

CDE project 22: the approach - consolidate the evidence

by The Commission on the Donor Experience

In addition to the Charity Commission’s own trust-tracking, research studies from nfpSynergy, CAF, Britain Thinks (for CharityComms and NCVO) and New Philanthropy Capital were all reviewed.

CDE project 22: the approach - review media coverage

by The Commission on the Donor Experience

This revealed a number of highly instructive insights into ‘what gets coverage’ over a typical period. No single observation is surprising in itself but, collectively, they are suggestive.

CDE project 22: the approach - suggest a new approach

by The Commission on the Donor Experience

In summary, we explored what drives public trust; we acknowledged honestly, through expert input, the innate challenges in justifying that trust, and then analysed the media to understand what types of stories might ‘play’ well.

CDE project 23: part 1 - project 1 - 6

by The Commission on the Donor Experience

1. The use and misuse of language 

2. Fundraising and vulnerability

3. Satisfaction and Commitment 

4. Thank you and welcome

5. The supporter's journey

6. The use and misuse of emotion

CDE project 23: part 2 - project 7 - 10

by The Commission on the Donor Experience

7. Companies

8. Trusts and foundations

9. Major donors

10. Legacies

CDE project 23: part 3 - project 11

by The Commission on the Donor Experience

11. Communication with individual donors

11a. Mass Media

11b. Direct Mail

11c. Digital

11d. Community fundraising

11e. Telephone fundraising

11f. Face to face fundraising

CDE project 23: part 4 - project 12 - 17

by The Commission on the Donor Experience

12. Inspirational creativity

13. Giving choices and managing preferences

14. Getting the right people as fundraisers

15. The role of trustee boards and senior management

16. A distinctive service culture

17. Leadership

CDE project 23: part 5 - project 18 - 22

by The Commission on the Donor Experience

18. Supporters as advocates

19. Evidence of impact and effectiveness

20. Fundraising investment

21. Working with suppliers

22. Media relations and the public face of charities

CDE project 23: part 6 - list of contributors

by The Commission on the Donor Experience

A very special thanks to the following individuals who volunteered their time to review and present the observations and recommendations in this project. 

CDE project 23: small charities

by The Commission on the Donor Experience

This project is intended to give a starting point to allow any charity with limited resources to easily look at some of the most important parts of the output and to suggest some of the areas where charities with small or sole fundraisers might look at interpreting some of the output’s recommendations. It is not intended to replace reading and interpreting each project.

CDE project 3 appendix 1: measurement of satisfaction and loyalty in action

by The Commission on the Donor Experience

There are several companies and a few charities who measure how their customers and supporters feel, using some of the tools we have outlined in this document or their own methodologies. 

CDE project 3 appendix 2: frequently asked questions

by The Commission on the Donor Experience

In our research (see Appendix 4), several people mentioned barriers to measuring how their donors feel. This section lists the most common of these and gives our advice.

CDE project 3 appendix 3: sample questions

by The Commission on the Donor Experience

A quick Google search will bring up many sample questionnaires, but for ease we have included a couple here.

CDE project 3 appendix 4: survey findings

by The Commission on the Donor Experience

Fundraisers were surveyed about the extent to which the fundraiser measured how their donors feel, how they used the findings (if they did) and what barriers they have come across.

CDE project 3 appendix 5: Glossary and appendix 6: sources of further information

by The Commission on the Donor Experience

 Glossary and Sources of further information

CDE project 3 section 1: actions and approach

by The Commission on the Donor Experience

This section may be called Measurement, but it’s actually about culture, strategy and people. 

CDE project 3 section 2: putting the principles and actions into practice - step 1 and 2

by The Commission on the Donor Experience

Step 1: Make a commitment to growing donor satisfaction and loyalty

CDE project 3 section 2: putting the principles and actions into practice - step 3

by The Commission on the Donor Experience

Step 3: Decide on what you will measure

CDE project 3 section 2: putting the principles and actions into practice - step 4 and 5

by The Commission on the Donor Experience

Step 4: Report what you find and Step 5: Change something

CDE project 3 section 3: Making it happen

by The Commission on the Donor Experience

We have seen that there are lots of things that you can measure, but you don’t have to measure them all. Just choose one! 

CDE project 3 summary: satisfaction and commitment

by The Commission on the Donor Experience

This project will create a practical guide to measuring other main indices of success than money or RFV and will show where relevant research and examples of best practice can be found.

CDE project 4 section 2: principles and actions

by The Commission on the Donor Experience

In this section, John Grain looks at the key principles and actions for the ideal way to thank and welcome donors.

CDE project 4 section 3: appendix 1 - case studies

by The Commission on the Donor Experience

A selection of great case studies illustrating the arguments made in this project.

CDE project 4 section 4: appendices 3-5

by The Commission on the Donor Experience

Click here to read the appendices for CDE project 4: thank you and welcome, including links to related CDE projects.

CDE project 4 summary: thank you and welcome

by The Commission on the Donor Experience

This project will look at all aspects of the first few days of a donor’s contact with a cause, to set out the ideal way to get each relationship off to a good start and to show appreciation appropriately throughout it.

CDE project 5 section 1: the approach

by The Commission on the Donor Experience

We have to become better at telling the donors a story over the course of the supporter journey, and not just throwing random bits of information at them.

CDE project 5 section 2: putting the principles and actions into practice

by The Commission on the Donor Experience

We have been able to pull out some principles from responses to our survey of the charities that have shared information with us regarding their supporter journeys. 

CDE project 5 section 3: case study on Ontario Nature

by The Commission on the Donor Experience

As fundraisers, we must remember that our biggest champions and advocates are our staff and volunteers, and we need to have as many voices as possible sharing their knowledge and passion with other people.

CDE project 5 section 3: case study on Practial Action

by The Commission on the Donor Experience

Introducing a non-ask piece in the welcome journey for cash supporters.

CDE project 5 section 3: case study on Volunteer Service Organisation

by The Commission on the Donor Experience

Volunteer View is VSO’s main programme for recruiting regular givers. 

CDE project 5 section 4: King's College London and King's Health Partners supporter journey

by The Commission on the Donor Experience

The aim of the King's College London and King's Health Partners' supporter journey project was to look at how the F&SD department could become more ‘supporter-centric’ in order to maximise consideration and conversion as cost effectively as possible.

CDE project 5 section 5: from donor journeys to supporter journeys

by The Commission on the Donor Experience

Ellen Janssens of Dutch Heart Foundation believes in 5 years we will have integrated teams, responsible for specific combinations of non-profit activities and donor segments, instead of separate departments separated by their specific tasks.

CDE project 5 section 6: appendices

by The Commission on the Donor Experience

Appendix 1: Research sources.

CDE project 5 summary: the supporter’s journey

by The Commission on the Donor Experience

This project will define the process and seek to be helpful to fundraisers wishing to offer their donors a truly satisfying, rewarding long-term experience.

CDE project 6 section 1a: summary

by The Commission on the Donor Experience

Fundraising is inevitably emotional and emotion is hugely powerful, so must be used responsibly and wisely.

CDE project 6 section 1b: introduction.

by The Commission on the Donor Experience

Fundraisers need to get better at how they use emotion. And to take care that they don’t misuse it too. That’s what this project is all about.

CDE project 6 section 3: the science of emotions

by The Commission on the Donor Experience

Fundraising experts look at the science of emotions and how it can be applied to good fundraising.

CDE project 6 section 4: donors and emotion.

by The Commission on the Donor Experience

Selected articles exploring the role and impact of emotion on the donor experience.

This section is part of the Commission on the Donor Experience's project 6, the use and misuse of emotion. For the other sections and a detailed list of contents please click here.

CDE project 6 section 5: creative use of emotion.

by The Commission on the Donor Experience

Emotion is a powerful factor in good fundraising. Here some creative experts explore how the use it in practice.

CDE project 6 section 6: the future

by The Commission on the Donor Experience

What will the future hold for emotional fundraising?

CDE project 6 the full contents and purpose

by The Commission on the Donor Experience

Here you will find the full contents for all sections of CDE project 6 so you can learn everything about the use and misuse of emotion in fundraising.

CDE project 7 section 1: putting the principles and actions into practise part 2

by The Commission on the Donor Experience

What can I do in the future?

CDE project 7 section 1: the approach and putting the principles and actions into practise part 1

by The Commission on the Donor Experience

To prepare this report we met with over 100 corporate fundraisers in London and Manchester and gained input from companies. These conversations provided us with some shining examples of charities providing a great experience for companies. They also revealed instances where charities are providing a poor experience.

CDE project 7 section 2: appendix

by The Commission on the Donor Experience

Appendix 1: Case studies

CDE project 7 summary: companies

by The Commission on the Donor Experience

This project will consider all aspects of the evolving field of corporate partnerships from the perspective of the donor - including directors, senior managers, selection panels and staff to identify ways of enhancing the experience to the benefit of all involved.

CDE project 8 section 2: the approach

by The Commission on the Donor Experience

What should trusts and foundations expect from us, the charities sector that is seeking their support?

CDE project 8 section 3: Putting the principles and actions into practise

by The Commission on the Donor Experience

Deanna Wolf provides the principles and action needed by charities to develop relationships with trusts and foundations.

CDE project 8 section 4: appendix 1 - case studies

by The Commission on the Donor Experience

A selection of case studies that illustrate the content of CDE project 8: trusts and foundations.

CDE project 8 section 5: appendix 2 - research sources

by The Commission on the Donor Experience

All the research sources for CDE project 8: trusts and foundations.

CDE project 8 section 6: appendix 3 - methodology

by The Commission on the Donor Experience

The full methodology for CDE project 8: trusts and foundations.

CDE project 8 summary: trusts and foundations

by The Commission on the Donor Experience

Trusts and foundations are significant donors to charity but while most operate in ways substantially different from individual donors they have distinct needs in terms of requiring an exemplary and rewarding donor experience for trusts and their staff. This project will seek to define the best ways to deliver that experience for any trust or foundation.

CDE project 9 summary: major donors

by The Commission on the Donor Experience

This project will look at what’s cutting edge in major donor development with a view to capturing these lessons and where appropriate suggesting how major donor experiences might be applied to other groups of donors too.

CDE project 9: appendices 1 and 2 - case studies and sources

by The Commission on the Donor Experience

Links to case studies and sources.

CDE project 9: appendix 3 - methodology

by The Commission on the Donor Experience

As explained in the ‘Approach’ section, the project draws conclusions from the sources listed here.

CDE project 9: links across the Commission projects

by The Commission on the Donor Experience

Links between the major donors project and all of the other projects of the Commission.

CDE project 9: putting the principles and actions into practice - part 1

by The Commission on the Donor Experience

Improve the (major) donor experience by… being really clear about what a major donor to your organisation actually is. 

CDE project 9: putting the principles and actions into practice - part 10

by The Commission on the Donor Experience

Learning from success stories.

CDE project 9: putting the principles and actions into practice - part 2

by The Commission on the Donor Experience

Deciding whether major donor fundraising is really right for your organisation.

CDE project 9: putting the principles and actions into practice - part 3

by The Commission on the Donor Experience

Seeking out the donor’s story.

CDE project 9: putting the principles and actions into practice - part 4

by The Commission on the Donor Experience

Seeing the relationship from the donor’s point of view. 

CDE project 9: putting the principles and actions into practice - part 5

by The Commission on the Donor Experience

Making the relationship personal and authentic.

CDE project 9: putting the principles and actions into practice - part 6

by The Commission on the Donor Experience

Building major donors’ support over time.

CDE project 9: putting the principles and actions into practice - part 7

by The Commission on the Donor Experience

Handling things well when they go wrong.

CDE project 9: putting the principles and actions into practice - part 8

by The Commission on the Donor Experience

Looking and behaving like one organisation.

CDE project 9: putting the principles and actions into practice - part 9

by The Commission on the Donor Experience

Retaining your major donor fundraisers.

CDE project 9: the approach

by The Commission on the Donor Experience

There is a clear implication that improving the major donor experience is important to major donors, to individual organisations and to the charitable sector as a whole. This project of the Commission aims to suggest how.

CDE Summary of Qualitative and Quantitative Research

by The Commission on the Donor Experience

Summary of the qualitative and quantitative research findings commissioned exclusively for CDE.

CDE Thank You

by The Commission on the Donor Experience

CDE Thank you and Acknowledgements

The 6Ps: a blueprint for transforming fundraising. For good.

by The Commission on the Donor Experience

The six steps to change outlined here provide windows onto a vast body of work compiled through 2016 and early 2017 by upwards of a thousand individual volunteers for the Commission on the Donor Experience (CDE).

The use and misuse of emotion section 5.6d: the creative use of emotion.

by The Commission on the Donor Experience

High performing boards look at relationships in a particular way and take responsibility for improving them.