Extreme Stewardship! The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities Stewarding Stewarding Stewarding Stewarding Stewarding Stewarding Stewarding Stewarding with real with real with real with real with real with real with real with real- - - - -time electronic time electronic time electronic time electronic time electronic time electronic time electronic time electronic communications communications communications communications communications communications communications communications Traditional communications do Traditional communications do NOT NOT sustain Donor relationships. sustain Donor relationships. It’s time to redesign Donor It’s time to redesign Donor communications that focus on a communications that focus on a Personalized Personalized Donor Experience….. Donor Experience…..
Transcript
Extreme Stewardship!
The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities The Possibilities and Realities StewardingStewardingStewardingStewardingStewardingStewardingStewardingStewarding with realwith realwith realwith realwith realwith realwith realwith real--------time electronic time electronic time electronic time electronic time electronic time electronic time electronic time electronic
Traditional communications do Traditional communications do NOTNOTsustain Donor relationships.sustain Donor relationships.
It’s time to redesign Donor It’s time to redesign Donor communications that focus on a communications that focus on a PersonalizedPersonalized Donor Experience…..Donor Experience…..
Agenda
•• ReRe--think who your “donors” think who your “donors” reallyreallyreallyreallyreallyreallyreallyreally are?are?
•• How do you deliver a unique “How do you deliver a unique “donor donor donor donor donor donor donor donor
experienceexperienceexperienceexperienceexperienceexperienceexperienceexperience” that is customized, purposeful, and ” that is customized, purposeful, and
valuable?valuable?
•• How do you measure and monitor How do you measure and monitor ““““““““what what what what what what what what •• How do you measure and monitor How do you measure and monitor ““““““““what what what what what what what what
matters mostmatters mostmatters mostmatters mostmatters mostmatters mostmatters mostmatters most”””””””” to these donorsto these donors��������
How to Steward is How to Steward is How to Steward is How to Steward is How to Steward is How to Steward is How to Steward is How to Steward is WhoWhoWhoWhoWhoWhoWhoWho to Stewardto Stewardto Stewardto Stewardto Stewardto Stewardto Stewardto Steward
Donors Dollars
10%10%10%10% 90%90%90%90%
90% of support comes from 10% of your Donors.
93% of support comes from93% of support comes from
34% of Donors!34% of Donors!
20072007--2008 Annual Fund Total2008 Annual Fund Total
BUILDING NEW DONOR LOYALTYBUILDING NEW DONOR LOYALTYCreatingCreating Donor RelationshipsDonor Relationships
Don’t leave Donor loyalty to Don’t leave Donor loyalty to
chance…you need to build the chance…you need to build the
Experience!Experience!
Most organizations invest more in Most organizations invest more in acquiring new donors than they do acquiring new donors than they do
retaining the donors they already have!retaining the donors they already have!
It costs It costs 6x more6x more to acquire a new donor than it to acquire a new donor than it does to keep an existing Donor!does to keep an existing Donor!does to keep an existing Donor!does to keep an existing Donor!
Shaun Smith & Joe Wheeler, Forum, an FT Knowledge CompanyShaun Smith & Joe Wheeler, Forum, an FT Knowledge CompanyExecutive SummaryExecutive Summary
Q: How do they sustain the relationship Q: How do they sustain the relationship over time?over time?
ASKASK ASKASK
THE POINTS BETWEEN THE ASKTHE POINTS BETWEEN THE ASK
The Donor ExperienceThe Donor ExperienceASKASK ASKASK
“The [Donor] experience is the next competitive “The [Donor] experience is the next competitive battleground.” battleground.” Jerry Gregoire CIO, Dell ComputersJerry Gregoire CIO, Dell Computers
What Do Donors Want?What Do Donors Want?
•• 86% of Donors said “Prompt, personal gift 86% of Donors said “Prompt, personal gift acknowledgements andacknowledgements and
•• Meaningful, measurable reports on their Meaningful, measurable reports on their gifts at work would cause them to remain:gifts at work would cause them to remain:
–– Indefinitely loyal whileIndefinitely loyal while
–– Increasing the value of their gifts!Increasing the value of their gifts!
••In other words…a In other words…a PERSONALIZEDPERSONALIZED APPROACH!APPROACH!
How do you Create a How do you Create a Personalized Donor Personalized Donor Experience?Experience?
SCRIBBLE PAD
--How can we engage this person and How can we engage this person and give them the feelings that they give them the feelings that they value?value?
Questions?Questions?
value?value?
--Do we have a understanding of what Do we have a understanding of what our most valuable donor expects and our most valuable donor expects and values from us to retain them?values from us to retain them?
Building New Donor LoyaltyBuilding New Donor Loyalty
Research Research –– Ask Ask -- New Leadership GiftNew Leadership Gift!! !! –– ThankThank
•• Identify ConstituencyIdentify Constituency(who is the gift from?)(who is the gift from?)
•• Identify any relationships / Identify any relationships / connections to Proctorconnections to Proctor (who?)(who?)
•• Identify Donor’s specific Identify Donor’s specific •• Identify Donor’s specific Identify Donor’s specific interestsinterests(parent = child, alumni = research, etc.)(parent = child, alumni = research, etc.)
Building New Donor LoyaltyBuilding New Donor Loyalty
••Establish InteractionsEstablish InteractionsPhone calls Phone calls (94% never/rarely get a call from an org. unless it is a solicitation!)Visits Visits (98% of donors never get a visit!)
