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Mid-Level Donor Stewardship

Lynne M. Wester

Yeshiva University

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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 FundAnnual 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 situation2. Identify Mid-Level potential and donor interest3. Develop Mid-Level strategies4. Establish timelines and measures of success5. Creating Accountability6. Make the Case; Create win-win7. Refine for the future

Implementation Plan Steps

Changing the Culture

Calendar Approach• August- Champions Gate Wrap up Piece• September- YU Tomorrow Mailing, Rosh Hashanah email

greeting• October- Hanukkah Dinner Invite, Medical Ethics Conference

Wrapup, Invitations to YU Museum Event

• November- Report of Donors/ Honor Roll and Donor Recognition Event

• December- Hanukkah Dinner Slideshow• January- Soy Sepharim Sale Announcement and Follow Up• February- Scholarship Impact Piece• March- YU Tomorrow Mailing

• April- Impact of Giving Report• May- Commencement Invitation and Webcast

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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

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Examples

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Examples

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Examples

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Examples

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Questions? Comments

• Lynne Wester

• wester@yu.edu

• www.donorrelationsguru.com

• Friend me on Facebook

• Follow me on Twitter @donorguru

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