Our sector is operating in an environment of seemingly constant change – a successful supplier partnership can support you in finding opportunities and efficiencies in this ever-changing landscape.
As a fundraiser working in individual giving, you’re probably working with multiple supplier agencies to help you deliver your programme. Woods Valldata, leading fundraising services provider known for their partnership approach, shares some of the ways to get the best out of your suppliers.
Four ways to build a successful supplier partnership
- Great relationships are based on mutual trust
Anyone in a personal relationship will know that trust is a fundamental requirement of its success. It takes time to earn that trust but if you’re open and honest with your supplier (and they’re open and honest with you, too) then you will become closer and more productive together as a result.
- Listen, and be listened to
We learn here from the old adage “two ears, one mouth”: listen twice as much as you speak. If your supplier is an expert in their field, they will be dropping nuggets of wisdom in their regular catch ups with you and your team. These might be sector trends, or specific recommendation for your programme, or something else. Either way, listen to what they have to say and perhaps try and build it into your future planning. Conversely, your supplier should be listening to you and your needs and requirements and finding the best way to deliver for you in the most efficient way.
- Go beyond the transactional
It’s easy to see your supplier as just that – a supplier. A transactional relationship which says: “I will pay you Y to do X”. But a successful supplier relationship goes beyond this. Share your wider objectives. Chat through your thoughts. And you’ll be amazed at how much more a good supplier can offer.
- Take the time to find out more
You might be starting to work with a new supplier on a specific service, or you might have been working with them in a particular area for some time. And you only see them as providing that one service. It’s likely that they have more to offer your charity (if not your department). Find out how else they could be supporting the wider organisation – and benefit from their wider knowledge of your charity – and the economies of scale this can bring.
The upshot of all of this is a more proactive, positive and beneficial relationship.
How a successful supplier partnership turned around the RNIB raffle
One example of this is Woods Valldata’s successful supplier partnership with the UK’s leading sight-loss charity, RNIB.
At a time when the focus was on acquisition through regular giving, the RNIB raffle, managed by Woods Valldata, was put into ‘managed decline’. However, changing economic circumstances saw an increase in one-off gifts in response to regular giving asks and Woods Valldata highlighted the opportunity for RNIB to access additional income via raffle.
Working with Woods Valldata’s data strategy and insight team for the first time, they embarked on a project to identify what the real impact of keeping the raffle in managed decline meant. It was quickly realised that raffle contributed to much more that its single programme and it needed to be re-established.
Together they used data analysis and insight to:
- Identify the goals and objectives for the raffle which would help them achieve their ambition of being the best in Britain.
- Gather more knowledge about their audience to so that they could build a supporter-centric prioritisation and action plan based on solid foundations.
- Develop their data strategy to restructure their data model and selection process internally and develop strong supporter journeys to maximise engagement, second play rates, supporter experience and more.
- Establish ongoing testing and development plans, including regular tracking, monitoring and benchmarking.
Regular meetings with Woods Valldata keep the relationship successful with all parties bringing value to the table to help reach the RNIB raffle programme objectives.
As Andrea Jones, Head of Individual Giving at RNIB explains: “Woods Valldata have been an invaluable partner for us on this project. They’ve listened to what we want to achieve and used facts and insights to help us make the right decisions to get there. This has very much been a collaborative project. We know they’re passionate about this project being a success.”
Helen Daw is head of data strategy and insight at Woods Valldata
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About Woods Valldata:
At Woods Valldata, we’re here for you and there for your supporters. Whatever you want when you outsource your cross-channel fundraising programmes – insight, strategy and innovation driving growth, or reliable processes and continuous improvements delivering faster and more accurate banking, thanking and fulfilment – we make your supporters feel appreciated and elevate your ability to achieve more.
Contact us now to discuss how Woods Valldata can support your fundraising programmes: [email protected]
