The Regular Giving Lifecycle Approach

What is the Regular Giving Lifecycle?


The Regular Giving Lifecycle is based on customer lifecycle modelling, developed to meet the specific needs of Regular Giving organisations.


A Regular Giving programme is a highly complex arrangement of marketing, engagement and transactional processes, often with gaps in visibility and efficiency that are the result of ad hoc, rather than by design business process development. This collection of processes is often managed by a range of teams and stakeholders, with varying visibility and coordination.


The Regular Giving Lifecycle is designed to make sense of this complexity. It is made up of six key lifecycle phases – Acquisition, Fulfillment, Engagement, Revenue Protection, Churn and Winback. Each phase is made up of a range of best practice key transactions, processes, benchmarks and reports.


What is the Supporter Lifecycle Business Process Discovery?


The Supporter Lifecycle Discovery is a collaborative review of your regular giving business processes, systems, reporting and resourcing, through the lense of the supporters experience and the Regular Giving Lifecycle. We look at your systems and processes, from prospect and lead generation, through acquisition, banking, supporter journeys and donor care and on to revenue protection, churn and winback. Using the lifecycle and a range of internal stakeholder input, we can create a clear shared view of the programme, and thus effectively understand and prioritise business process improvement initiatives across a diverse transactional environment that takes in CRM, Payment Systems, 3rd Party Agencies, Content Management Systems, Email Marketing, SMS, Supporter Services, Business Intelligence.


The outcome of the Supporter Lifecycle Discovery is a detailed and prioritised recommendations document – a gap analysis of your current business process environment against best practice. We follow up delivery of the recommendations document with a review and next steps meeting.

What are the specific benefits to your Organisation?


In the short term, the immediate benefit that most organisations can measure is found from improvements to banking and revenue protection processes. Most charities find there is significant revenue to be found from improving these processes – this can be anywhere from $60,000 to $800,000 depending on the size of programme, current delinquency rates and the profile of the donor file.


Other benefits of engaging in this process include –


  • Banking benchmarking tools and support that give you the visibility to keep your processes optimised

  • Using the Supporter Lifecycle improves stakeholders’ understanding of the Regular Giving programme, providing opportunities for clearer shared priorities and enabling implementation of a continual improvement model

  • A water-tight, 3rd party telemarketing management framework, including selection, export, data dictionary, import, reporting and invoice reconciliation

  • Assistance and mentoring in Supplier Management

  • A range of end to end reporting design and assistance

  • Support from a Business Analyst of 15 years with 8 years experience in running major Regular Giving programmes and expertise across CRM, Digital, Acquisition, Retention Marketing, General Ledger integration, Business Intelligence

  • Often recommended initiatives are simple and don’t require investment, just changes to your manual processes.


What won’t the Supporter Lifecycle Business Process Discovery provide?


I firmly believe that all organisations that manage a significant Regular Giving programme should invest in this process as a guide to fully understanding and then optimising your supporter business process framework. I have not worked with an organisation yet that didn’t find the process valuable. The expertise, context and support that I provide is the result of years of analysing, innovating, testing and learning – and making sense of Regular Giving processes in order to improve supporter loyalty and revenues.

However, the Discovery is also just that – a discovery. The outcome is a detailed picture/gap analysis of your process environment – systems, processes, procedures, reporting, resourcing and recommendations for specific improvements. It won’t fix the issues we uncover in itself, and as such the Discovery is the beginning of a journey that should result in a sector leading programme and a continual business improvement culture embedded within your team.