Predictive modelling
Branding positioning and differentiation
Over the years, by comparing implementation results with the driver analysis results, we have developed a predictive model that tells you what the improvement opportunity in fundraising is if you better fulfil the drivers.
This obviously assumes proper implementation and where we have either helped clients implement or supported them and their partners, they have seen improvements as predicted – or higher. In this example, it is clear that the greatest effect can be achieved with the top three drivers.
Knowing which needs and drivers your brand already fulfils to a high degree also tells you – from the donor’s perspective – how you are positioned in the category. That’s effectively your brand position in the market. If you check this across a few competitors, you will know if you are differentiated and how you can differentiate more – and more relevant.
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It’s a fundamental workhorse in strategy and the day-to-day.
Track your fulfilment
To track your fulfilment progress, you don’t have track all 27 statements. You only use the 4-6 focus drivers and include the statements in your trackers and checks. You can also do this for specific segments, channels, or journey episodes.
Track driver shifts
The drivers of giving shift over time – especially in fast-developing categories like ours. This is due to competitive activity, and socioeconomic and regulatory changes. Within a year we could see clear changes and over a four-year period we identified an 18% gap between altruisitic and self-directed drivers opening.
2020
2019
Segmentation, Personas and enrichment
Needs and drivers substantially enrich the understanding of your segments and personas – or determine them.
Independent studies have shown that our needs and drivers contribute up to 75% of the segment-determining factors.
For existing segmentations simply add your segment identifiers to the survey template.
For new segmentations we help you to add the required additional sections.
Linda
George
Concept testing
Product concepts, value propositions, marketing communications, fundraising or donor comms like social media and newsletters…. With DonorDrivers® you can quickly include them in a shortened survey with selected needs and drivers with a small sample.
See what needs are fulfilled – and
how well.
CVP 1
Consideration: Very likely, 17%
Price point: $25
Skew: older
CVP 2
Consideration: Very likely, 22%
Price point: $20
Skew: younger
Content ideation and planning
Innovation
The drivers provide you with the inspiration to create new topical themes and content ideas. This allows you to create new ways to communicate in media relations, social media and any other publication. Our clients use their drivers to structure entire publications like annual reports and layouts to include additional info to fulfil aother drivers and needs.
With DonorDrivers you know which needs and drivers your brand and offers fulfil. This also shows you the white spots that enable you to innovate products, value propositions and messages in a very focused manner.
