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Mid-Level Donor Stewardship

Lynne M. Wester

Yeshiva University

Road Map

Understanding the Giving Gap

Benefits of Mid-Level Strategies – What’s in it for you!

What’s a Mid-Level Strategy Look Like

Visualizing the Future: Evidence for Success

Questions?

The Collapsed Giving Pyramid

Annual Fund

Major Giving

What’s Missing? No real focus on mid-level donors

The Giving Gap

The Donor Sombrero

• Donor Intelligence Driven

• Multi-Channel & Truly Integrated

• High Tech

• Highly Personal

• Appropriate ROI Measurements

What Mid-Level Strategy Looks Like

Determining Interest

PASSIVE DATA

• Demographics

• Historical Giving Data

• Mail – Responders Only

• Interactive / Online• Open rates

• Click-thru rates

• Video view rates

• Multiple sessions

• Response rates

• Heat map

Determining Interest

ACTIVE DATA• Face to Face• Survey

– What are the most important questions to ask?

– What can we learn?– Rate your loyalty, connection

points, likelihood to give

• Cross-Channel Integration• Involvement

1. Analyze current situation

2. Identify Mid-Level potential and donor interest

3. Develop Mid-Level strategies

4. Establish timelines and measures of success

5. Creating Accountability

6. Make the Case; Create win-win

7. Refine for the future

Implementation Plan Steps

Changing the Culture

Calendar Approach

• 9/2011 Thank You postcard

• 10/2011 Hanukkah Dinner Invite

• 11/2011 Thank A Donor card mailed

• 11/2011 Send email invite to YC play 1776

• 12/2011 Mail Hanukkah postcard/museum invite

• 1/2012 email invite to private screening of "Footnotes"

• 2/2012 Soy Seforim Sale invite

• 2/2012 Purim Postcard with recipe for hamentashen

• 3/2012 thank a thon

• 3/2012 Scholarship Reception invitation

• 4/2012 Scholarship impact piece mailed

• 5/2012 Invitation to commencement mailed

• 6/2012 end of FY thank you postcard

• 8/2012 Calendar with student art work

Tips and Tricks

• Everything starts with data – validate assumptions

• Data informs strategy

• Don’t get distracted by “shiny” tactics

• Begin with the end in mind

• Set appropriate metrics for success in the start

• Continuously measure and tweak ideas and efforts

• Repurpose content but with unique spin for each segment, use

• Personalize everything for the individual – no excuses!

• Don’t be afraid to let go and be transparent once framework exists

Examples

Examples

Examples

Examples

Examples

Examples

Questions? Comments

• Lynne Wester

• wester@yu.edu

• www.donorrelationsguru.com

• Friend me on Facebook

• Follow me on Twitter @donorguru