Building an Empathy Map
Think?
See?
Say and do?
Hear?
Empathy Map Pain?
Gain?
Typical Organization University President
VP Advancement
Annual Giving
Major Gifts
Gift Processing
Records Management
Alumni Affairs
Planned Giving
Advancement Services
IT
Reporting
Events
Public Relations
Athletics
Events
Stewardship
Donor Research
It Looks Complex, But There Are Really 4 Key People To Focus On‌
Typical Organization University President
Alumni Affairs
VP Advancement
Events Annual Giving
Major Gifts
Gift Processing
Planned Giving
Records Management
Advancement Services
IT
Reporting
Events
Stewardship
Donor Research
Public Relations
Athletics
VPs of Advancement care about… Professionally • • • • •
Achieving fundraising goals Keeping the president informed and prepared to make large asks Accurate reporting on campaign status and progress Metrics on my major gift officers Staff management, performance optimization and recruitment
Personally • • •
“No surprises” - Timely and accurate reports that deliver insight “Delivering results” - Organizational Accountability – Getting it done “My reputation” – Minimize the risk of anything going wrong. Enhance reputation by making things ‘go right’ - I might want to be President some day
Directors of Advancement Services care about…
Professionally • • • • • • •
Equipping and enabling Fundraising success of the organization Making tools/reports usable to department stakeholders Efficient business processes Timely processing of gifts and acknowledgments Responsive reporting Maintaining information/data security Ethics and privacy of information
Personally • • •
“Making the VP of Advancement happy” - Delivering actionable information in a timely fashion “I don’t want to take the fall for missing campaign goals” – Data quality, accuracy of gift information “I want to Minimize system related complaints from advancement peers” – Ease of use, producing reports quickly and easily
Directors of Major Gifts care about… Professionally • • • •
Identifying and assigning prospects Monitoring and managing major gift officers, performance and goals Campaign progress tracking and performance monitoring Accessibility (eg. mobile) and ease of use of the tools and reports – so their gift officers will actually use them and help the reduce internal friction/excuses
Personally • •
•
“Making the VP of Advancement happy” - delivering results and timely information “I don’t want to take the fall for missing campaign goals” – tools to monitor progress and actionable information “I want to Minimize system related complaints from advancement peers” – Ease of use, producing reports quickly and reducing complaints and excuses from gift officers
Directors of Annual Giving care about…
Professionally • •
Meeting fundraising goals Tools that can actually improve the program and results – –
Reporting and analytic tools must be easy to use, robust and rock solid Query and segmentation tools so Advancement Services can adequately meet the needs of the program
• •
Timely gift processing and acknowledgements Access to multiple channels of communications
•
“Making the VP of Advancement happy” - delivering results “I don’t want to take the fall for missing campaign goals” – Data quality, accuracy of gift information “I want to make my work easier” – Access to information quickly and easily
Personally • •