Webinar Recap: Utilizing Data Insights to Drive Member Engagement & Donations

By | Campaigns, Engagement, Fundraising, Industry, Membership, Mission Delivery | No Comments

Daxko’s Constance Miller and Delphine Carter recently re-presented their popular NAYDO 2017 session, Utilizing Data Insights to Drive Member Engagement & Donations. Miller is a Senior Data Strategist with Daxko and leads the Daxko Data Analytics team. Carter is a Senior Product Manager with 6 years of experience working directly with health & wellness organizations to drive member engagement and other initiatives. There is so much great content in this session but I wanted to touch a few points that resonated:

According to Giving USA, 2015 was the most giving year ever for Human Services organizations (like the YMCA or JCC). In addition, the amount per donor went up and contributions received per organization went up. However, donor retention and repeat gift size all went down. Per Daxko YMCA-specific data, the average gift dropped in 2016. Later in the webcast, Miller shared that less than 7% of Y members will ever donate. Of those 7%, 42% repeat their donation.

Second, Carter really drives home the importance of helping staff and members understand the greater mission of the organization. She asks webinar participants to think through the promise to members and how your organization can deliver on those promises. She also talked about the importance of sharing mission and success stories throughout an association, including facility, website and even through things like classes and programs.

To improve member and donor engagement, Carter shares that using “single identifiable beneficiaries” of donations is more effective than sharing just statistics. “Giving is ultimately an action of the heart, not the head,” Carter explains. Work to get those stories from beneficiaries and also to make sure staff and volunteers are equipped with those stories when approaching potential donors. Carter shared an effective ad campaign from a YMCA that used members voices to share their personal stories, including why they joined and how the Y impacted their lives.

View the webcast in full to get more details about the points above as well as the data that will help you understand why member engagement is so important for giving:

NAYDO Webinar Series: Sharing Impact Stories

By | Campaigns, Customer Experience, Industry, Mission Delivery | One Comment

Daxko is a proud sponsor of the NAYDO webinar series. Last month in the series, Lindsay Sage, VP of Marketing for the YMCA of Western Ontario, shared her talk, “Why the Y: Collecting and Sharing Impact Stories.”

We all know that nonprofit impact stories are important, just as they are important for any health and wellness organization. Still, some of us struggle to identify the right kinds of stories and once we’ve identified and collected those stories it can be another arduous undertaking to get those stories out to communities, members and other that need to hear them.

Sage offers advice on identifying the attributes in a great story.

  1. A great story is clear and simple. Attention spans are short and people are busy so make sure the story you want to tell can be boiled down into its most essential parts.
  2. A great story has impact and demonstrates results. Instead of offering stories about your organization (i.e.”our YMCA offers X programs and Y classes,”) make the story about your audience and focus on the results or outcomes.
  3. A great story is personal and emotional. Your story needs to resonate and generate a connection with your audience so make sure it’s relatable.
  4. A great story inspires action. Once you convey your story and the outcomes, make sure you include a call to action. Don’t leave your audience hanging; instead, make sure to tell them what you want them to do.

For even more advice on collecting and sharing impact stories, be sure to view the entire webinar below:

NAYDO Webinar: “WHY the Y: Collecting and Sharing Impact Stories” | March 2017 from Daxko on Vimeo.

From our Customers: Partnership

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We spoke with Daxko customers and asked them how they view their partnership with Daxko. Here are their stories:

“I’ve seen daxko grow both in the number products and tools that they bring to the YMCA but also as a business and an organization and the knowledge they bring to us has changed over the years and I have definitely appreciated the partnership. In my role in San Francisco, we work closely with the Daxko team to look at new products and to help to develop the solutions that work best for our organization.”

Rachel Pacheco, Association Senior Director of Business Services
YMCA of San Francisco

“I can tell that they have taken the time to get to know us as an organization, to know our culture and to know our brand and they bring that into what they do. I don’t feel like we have to conform to Daxko’s systems or operations but they have brought us a product that helps us serve our communities the way that we are serving them, without having to change how we work.”

Leeann Buttram, VP of Member Services
YMCA of Memphis & the Mid-South

“If you are looking for a company that will support you not only in your software needs but also in the questions you have about trends and membership and ways to take care of those members. They’re partners, it’s like having an extended family at the other end of your computer…so to speak.”

Joe Paslay, President & CEO
Cleveland County Family YMCA

“They are invested in the Y. They know us they want to be a part of us. They sponsor things, they will lead workshops for us. It goes beyond that where they are constantly seeking feedback, through the community aspect where you can share good, bad, pros, cons. And, it’s not just this empty place we go put our thoughts, it’s read, it’s responded to, it’s added to the roadmap. You can kind of see that they are not just asking, but they are hearing and then they are taking the steps to do the things that we need to make our work in life easier and better.”

Angela Wallace, VP of Marketing & Communications
YMCA of Memphis & the Mid-South

“It has been great for us to shift our focus on engagement. Oftentimes we think about our wellness staff focused on things such as cleaning equipment, or simply helping someone fixing their form or keeping the wellness center clean and we’ve really shifted our focus and said we want to be more intentional about engaging with our members and having conversations with our members.”

Jarrod Covington, VP, District Executive Director
YMCA of Memphis & the Mid-South

“I have learned to appreciate Daxko and appreciate the tools it brings to the table. The staff team has everything at their fingertips for them to be able to be successful.”

Joe Paslay, President & CEO
Cleveland County Family YMCA

What Language does your Software Speak?

By | Customer Experience, Engagement, Industry, Membership, Mission Delivery | No Comments

mtenhakenThis is a guest post from Mark Ten Haken, Director of Information Systems for the Greater Green Bay YMCA. In this post, Mark shares his experiences when searching and selecting a new YMCA software provider. 

Guppy, SACC, AOA, MFA, Engagement, Retention, Termination, Renewal….what language is that? I bet if you show that list of terms and acronyms to somebody outside the Y, you get an entirely different set of answers than if you show them to Y staff. Yes, we at the Y speak our own language but does the software we use understand it?

When we started the process of selecting a software vendor, we developed an extensive list of functionality requirements. Can the software handle 2nd child discounts? What about 3rd party billing? Is there social media integration? Can we draft people other than the 1st and 15th of the month? Is there a simple way to print invoices? Will the software handle gift cards to our expectations? Is there a convenient way for people to join online? Can you divide your campaign into teams? Are there reports for this…are there reports for that? ….well, you get the idea. These things (and more) are all important things to consider when selecting a software vendor.

After you have put together your long list of functionality requirements. After you have developed the surveys you will distribute to staff to evaluate vendors. After you have crossed your ‘t’s and dotted your ‘i’s, there may be one final question that you should consider that may be the most important one of all; what software best speaks the Y language? At the surface this may seem insignificant or overly simplified, but after you give it some thought, the answer to the question in invaluable.

For a decade, we struggled with a piece of software that got lost in translation. What we considered a terminated membership meant something different in the software we were using. A renewal wasn’t really a renewal as we think of it. Retention was hard to measure when the system didn’t quite know how to treat a renewal or termination…an upgrade from an adult membership to a family membership? …whew!.. that really skewed the retention measurement. What about member engagement?…that might as well been Martian language to the software we were using because it didn’t understand the concept. How do we expect staff to be effective and efficient when they, and the software they are utilizing to better serve and engage members, speak two different languages?

We shouldn’t need translation between all the terms, concepts and measurements that are involved with the Y model and the software that serves us. We shouldn’t need a translator to accurately measure what the Y considers to be a terminated member, a membership renewal, or a retained member even if the member upgrades from adult to family. We shouldn’t need to compromise customer service because answers are hard to find. We shouldn’t need to bend and mold our way of doing things to fit into the confines of a piece of software that doesn’t speak our language.

We should expect our software to understand social media integration. We should expect our software to accurately measure year over year terminations and new member comparisons. We should expect the software that we use to understand MFA, SACC and AOA. We should expect our software to understand the need to quickly serve and provide answers to members either online or at our front desks. We certainly should expect our software to intimately understand and measure member engagement so we can better serve our members. We should expect our software to speak the Y language. Daxko speaks our language. What language does your software speak?