Oxfam Supporter Satisfaction Program
- Seamless program integration, with minimal internal resource impact
- Improved visibility of insights at all organisational levels
- Insights that informed the establishment of new KRI’s and KPI’s.
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The challenges
Oxfam Australia serves as the local arm of the global movement to eradicate poverty and address inequality. With a steadfast commitment to the belief that every life holds equal value, Oxfam Australia works tirelessly towards ending the burden of poverty. In the period 2021-2022, Oxfam Australia directly supported an impressive number of 1,740,400 people in 30 countries. This includes providing assistance to 813,000 women and influencing over 1.3 million individuals and 436 organisations to advocate for a fairer world.
The impactful work of Oxfam Australia is made possible through the generosity and contributions of its supporters. In fact, 56% of all contributions received come from community supporters, highlighting the crucial role they play in driving Oxfam’s initiatives forward.
Recognising the importance of supporter satisfaction and loyalty, Oxfam aimed to launch a formal supporter satisfaction program with the primary goal of increasing satisfaction and loyalty while reducing overall effort required. However, they faced challenges in terms of establishing a baseline, understanding their current position, and aligning the entire organisation around the engagement and management of their satisfaction program.
To overcome these obstacles and kickstart their program efficiently, Oxfam sought guidance from Qualtrics, who recommended collaborating with our team here at Act XM.
The solution
In May 2023, Oxfam took a significant step by conducting its first formal survey of supporters. This survey provided valuable data that can be used to gain better insights and improve visibility at all levels within the organisation. To make this survey a success, our team worked closely with Oxfam’s Supporter Experience lead. Despite the tight timeline, we were able to launch the program within the set timeframe, thanks to our collaborative efforts.
Throughout the entire process, we made it a priority to have regular check-ins and maintain open dialogue with the Oxfam team. This ensured that the integration of our work was seamless and that both organisations were in sync with each other. Together, we were able to create a cohesive team effort.
By carefully analysing the data collected from the survey, we were able to identify key metrics and indicators of Supporter Satisfaction. These insights allowed us to develop dashboards and benchmarks that can be used in the future to assess and measure the performance of supporter experiences. This will enable Oxfam to make informed decisions and take necessary actions to enhance supporter satisfaction.
One notable advantage of this project was that it did not necessitate any complex system integrations. As a result, the overall impact on resources was minimal. This allowed the focus to remain on analysing the data, creating meaningful insights, and improving supporter experiences.
The impact
Oxfam’s new supporter satisfaction program has quickly proven its value, providing valuable insights into supporter preferences and needs. These insights have paved the way for the establishment of new Key Result Indicators (KRI) and Key Performance Indicators (KPI) related to supporter metrics.
The insights gathered are now being shared across various organisational forums, from employee opt-in sessions to senior executive meetings. Leadership teams have dedicated sessions to analyse the results and generate follow-up questions for further investigation.
The survey results have also informed Oxfam’s work for focus groups, allowing them to delve deeper into key themes that have emerged. The surveys, which are deployed bi-annually, have become an integral part of the organisation’s event calendar.
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