BEST SUPPORTER EXPERIENCE

Kidney Health Australia

Close the Loop Supporter Experience

Team

Claire Baxter MFIA

The objective of this campaign was to ensure donors who support the direct mail appeals could see the impact of their gift and feel appreciated before we ask for additional support. So, a robust “close the loop” supporter experience was developed for their appeals program. The primary focus of this experience is to ensure donors are thanked and provided the best levels of stewardship, in order to increase retention rates. Kidney Health Australia do not have a large donor database or an acquisition budget. Retention and upgrading active donors for sustainable fundraising was a key part of the fundraising strategy. The “close the loop” project increased multiyear retention rate by 5% and also increased average gifts by $24.

Finalist

Another technique implemented was the provision of surprise and delight opportunities. For example, Kidney Health approached Bunnings to donate seed packets to include with receipts to donors. The accompanying letter thanked them for their support and highlighted how they were appreciated as the foundation and roots of the organisation. Other surprises included calls from the CEO, fundraising team, volunteers and kidney community. Kidney Health wanted donors to hear from a range of stakeholders to verify their impact and show appreciation.