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“The Challenger Sale” Teaching Prospective Clients Why They Want to Buy From Us Fundraising...
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Transcript of “The Challenger Sale” Teaching Prospective Clients Why They Want to Buy From Us Fundraising...
“The Challenger Sale”
Teaching Prospective Clients Why They Want to
Buy From UsFundraising Version
Our Goals For This Week
• How and when to perform “Commercial Teaching” the ASI Way!
• Why Should Prospective Clients Buy From ASI?
• Learn to Teach, Tailor and Take Control
• Adjust for different audiences• Discuss how to fit into the SPP
process
Commercial Teaching Why Should You Buy From ASI?
1. The Warmer
2. The Reframe
3. Rational Drowning
4. Emotional Impact
5. A New Way
6. Our Solution
Any Charity
• Tailored for Prospect– Prospect Name– State Objective of this Meeting– You need to research the prospect so you can
tie their pain points into the main reasons why they should buy our solution which is in this presentation
What We Want to Share With You
• Business Challenges Faced Today• Adopt System Correctly; Positive Future
Impact• Best Practices for Selection and
Implementation of a Continuous Performance Improvement System!
• Our Approach
Sources for Industry Data
• Primary1500 Charities we serve
Stories from the Field About Our Clients Like You
• Secondary– Marketing General Inc. – Neilson / Norman Group– Charity Dynamics– Other Sources
1. The Warmer
Research Shows Challenges Facing Clients
• Improving Engagement– Donor Retention and Acquisition– Constituent Satisfaction– Deepening Loyalty– Data Integrity– Brand Enhancement
• Improving Performance– Reaching Your Goals– Effective Staff Time Management– Managing Risk– Operating Cost Controls– Keeping up with Changing Technology
2. The Reframe
Today’s Traditional Systems Fail
• Not the Best Way Meet Challenges of Tomorrow!– Fail at Continuous Performance Improvement– High Opportunity Costs
• Ineffective for Driving Engagement
– High Real Costs• Multiple Systems• Multiple Vendors• Internal Staff Costs
• Kill Opportunities for Continuous Performance Improvement– Disparate Data– Roadblocks to Disciplined Data Management– Goals Get Disconnected– Unreliable Management Reporting
• Estimates - Average Client Loses a Minimum of 10% - 15% Per year from Failure to Take Advantage of Opportunities;– Management Decisions Not Based on Valid Data– Poor Decision Making– No Decisions
Today’s Traditional Systems Fail
Continuous Performance ImprovementLeads to Growth
A recent analysis by consulting firm TCC Group of nearly 2,500 nonprofits has found that those exhibiting multiple ‘R&D behaviors’, such as gathering data directly from program recipients to determine how to improve programs and evaluating programs to figure out what works rather than deciding if it works, grow revenues twice as fast as those nonprofits exhibiting few such behaviors, even after controlling for other factors
System Effectiveness is Low
• Do Not Expand Donor Engagement– Not Suited Today’s World– Donors Want to Use the Web– How, When & Where They Want It
• Estimates - Average Client Loses a Minimum of 10% - 15% Per Year and Growing from:– Lost Fundraising Revenue– Lower Donor Engagement and Retention
Today’s Traditional SystemsWeak Net Revenue Contribution From System Investment
1 2 3 4 5 6 70
200
400
600
800
1000
1200
RevenueCosts
Adopt a Modern, Effective SystemThis is What You Want to Achieve
1 2 3 4 5 6 70
500
1000
1500
2000
2500
3000
3500
4000
RevenueCosts
Research Shows … Systems Too Costly and Complex
• Applications– Web Site– Donation Management– Marketing / Campaigns– Moves Management– Personal Self Service– Social Networking– Private Communities– Commerce (Financial)– Mobility
• Services for Each Application– Training
• Retraining– Customizations
• Tailoring the Application• Source code changes
– Integrations– Maintenance– Upgrades
• Re-Customize?• Repair Integration Points?
Estimated services are more than 60% of the costs… the majority go toward integration, customization, difficult upgrades and repair over time.
Complex Integrations Disparate Products & Vendors High Cost of Ownership
PrivateCommunity
Website
OnlineGivingPage
Mobile
+ =
Online Events& Store
Donor Databaseaka CRM
Staff
SocialNetworks
Our Research Shows … Systems Too Costly and Complex
$650,000
1 2 3AMS
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
UpgradesIntegrationsCustomizationsMobilityCommercePrivate CommunitiesSocial NetworksPersonal Self ServiceRelationship ManagementWebsite
$650,000
$ 677,500
Typical Hard Cost of Traditional Approach Over 3 years
3. Rational Drowning
Our Research Shows … Systems Too Costly and Complex
• Hidden Costs?– Extra Management/Staff Time (Cost)
• Manage Silos• Vendor Relationships• Integration Points• Customization• Training
Our Research Shows … Extra Mgt/Staff Costs
$350,000
1 2 30
50000
100000
150000
200000
250000
300000
350000
400000
Management Staff
Management Staff
$350,000
4. Emotional Impact
Greatest Gains made with a New System
• Use Best Practices • Focus on Donor Engagement• Consolidate Applications and Websites• Minimize Customization • Maintain Upgrade Path
Inhibitors to Growth
• Lack of strategy & planning• Inconsistent performance measurements• Management systems are not agile• Processes that hinder growth • Overly complex systems• Inadequate staff training • Inaccurate Data
Fraternity / Sorority Growth
• Select Fraternity / Sorority Membership Organizations Grew Four Times Faster Than Peers We Observed
–24 % Growth versus 6% Growth
Salesian Missions
• Salesian Missions process 10’s of millions of donations a year.
• Increased processing time• donations acknowleged in one
week – down from 3 to 4• Improved donor retention
Girl Guides of Canada
"iMIS provided the functionality we needed to streamline
our operations right out of the box but also gave us the
room to grow," said Nigel Carpenter, Manager of
Information Management Services."
31
<< Back to Table of Contents
"We have a large number of orders coming through iMIS
every year. Our main difficulty was being able to respond
to those quickly." said Chris Cranie, Head of IT at Fairtrade
Foundation. "The order being processed through iMIS has
allowed us to do that a lot more efficiently, and our
response time for an order for Fairtrade merchandise has
gone down from about 3 weeks to 1 week."
<< Back to Table of Contents
32
Fairtrade Foundation
Traditional Costs a Lot More Than Modern Approaches
$278,000
$90,000
$1,000,000
$225,000
1 2 3 1 2 3Years YearsAMS EMS
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
Management CostsUpgradesIntegrationsCustomizationsMobilityCommercePrivate CommunitiesSocial NetworksPersonal Self ServiceRelationship ManagementWebsite
$200,000
$1,200,000
5. A New Way
A Full Cycle, Web Based Engagement Management System (EMS)
What If?
• Better Management Tool Enable Continuous Performance Improvement
• Better Engagement PlatformBuild Donor Engagement especially on the Web
• Better ValueDrive down the Cost and Complexity
What If You Could Increase Revenues and Decrease Costs From an Engagement Mgt System Investment?
1 2 3 4 5 6 70
500
1000
1500
2000
2500
3000
3500
4000
RevenueCosts
6. Our Solution
Empowers Continuous Performance Improvement
Full-Cycle Engagement Management
iMIS is Rated #1 (again)…
#1 in customer satisfaction
6 years in a row
* Organisations w/ $2M budget and above* Data on charts from 2012
Time to Implement
Cost to Implement
Ease ofImplementation
PerformanceAfter Implementation
Engagement Management Software
Complex IntegrationsDisparate Products & Vendors
Higher Cost of Ownership
Holistic System, One Database
One Product PlatformLower Cost of Ownership
Half-Cycle Approach Full-Cycle Approach
Benefits
• Increasing Revenues– Increasing Donor Participation– Adding Value to donors– Attract younger donors
• Reducing Costs– Reduces number of vendors– Reduces cost of support resources– Easy maintenance of websites and
content
• Reducing Risks– On-time on budget implementations – Upgradability– Continuous Performance
Improvement
Unique Advantages
Continuous Performance Improvement
Engagement Management
Web Management Platform
EMS