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Excerpt from the webinarStewardship: Three easy steps to make your mid-value donors feel like the VIPs they really are.

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Overview

Introduction Recap (or what you missed so far) What is stewardship? Step one: All about systems & process ( ) Step two: Understand your donor Step three: Make it so

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You will have a clear way forward for implementing or improving your stewardship process.

You will have seen thank you and donor care letters dissected: making it easy for you to copy be inspired by them.

You will have access to a load of great examples of stewardship and donor care.

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What is stewardship?

“People don’t want to be ‘marketed to’ - they want to be

‘communicated with’.”

Dr Flint McGlaughlin – Director Marketing

Experiments Journal

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What donors want

Meet meUnderstand me

Value meRemember me

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Stewardship…

Buzzword for donor care...

...Usually associated with high value donors...

Needs to encompass: Process People training IT & Database management

SRM: Supporter Relationship Management

Needs to start with a plan for ALL donors Not just mid & major, philanthropy and legacies

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Stewardship

Right people Right time

Right messageRight media

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Pillars of successful stewardshipData & IT Strategy People & culture

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The goal is a two-way dialogue

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The goal is a two-way dialogue My cardinal rules:1. Open the lines of communication- be easily available &

provide choice2. Offer interaction in a variety of ways3. Accept that not everyone wants to interact – listen and act

upon ALL requests4. Take every opportunity to learn more

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Why Bother?

It is the right thing to do

Recruit champions

Build brand loyalty

Maximise lifetime value

Actually, it isn’t the right thing to do…

UNLESS it achieves measurable outcomes – ultimately in lifetime

value.

?

??

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Step one: Process and systems

The fun stuff.

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Plan it – but keep it simple

Organisational responsibility Everyone should buy in

Flexible to donor requests and responses Feels personal

And with higher value donors is personal Is not onerous or impossible Investment in time and resources is appropriate to

potential value of donor

© Pareto Fundraising May 2008

Ask

Thank

CareAsk

Thank The donor comms

cycle

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Get your data right

QUALITY and what data

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Get your data right

QUALITY and what data The all import RFV Flags on database about interactions – beyond

transactions Relationship / Understanding enhancement–

motivations, surveys (coming up later) Log Feedback!!

(Sample Excel log is in the handouts)

Apply the Pareto Principle

Concentrate your limited resources on high yield activities

Key indicator is previous giving

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Example stewardship plan

Need Proactive & Reactive plans You can plan what you send and push out You can plan (somewhat) for the ‘value add’ You can prepare for what you will need to respond

to Monitor your service quality Make it someone's responsibility to ensure your

(mid-value) donors receive the best experience possible

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Reactive Donor Care Strategy Who speaks to donors? Are they the right people? Assign a mid-value donor phone rep

If your volume is high consider outsourcing to ensure quality and consistency

Have your FAQs responses up-to-date

Not enough staff?

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Reactive Donor Care Strategy

"YOU HAVE MY CONTACT DETAILS WRONG”

 

Thank-you for bringing this to our attention, we try hard to keep your detail as

accurate as possible. Let me take down the correct information and I will make

sure this is updated in our system

 

Open record in system – ask caller to assist in providing details we have.

Check and amend record in system. Look for missing information

 

Before you go, may I just say a big thank you – not only for all your

financial support so far, but also for making the effort to give us a call to

let us know of your correct details. Your continued support means so

much to us and of course to those <PEOPLE/ANIMALS/ENVIRONMENT>

that we will be able to help because of your support, it is great to be able

to make sure that we communicate with you in a way you are happy with.

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Reactive Donor Care Strategy Who speaks to donors? Are they the right people? Assign a mid-value donor phone rep

If your volume is high consider outsourcing to ensure quality and consistency

Have your FAQs responses up-to-date Are your response scripts and emails warm &

donor focused? Train, train, train Give your team the space to surprise and delight

Planning the experience

Planning the experience

For mid (& high)value what are your additional high touch opportunities? Events Webinars Field visits Surprise & delight Anyone have other ideas? Message us Acknowledgement Strategy

Standing orders Planned with campaign development

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Acknowledgment StrategyDonor Type Responsibility ActionConfirmed Bequestor Bequest

ManagerPhone call thanksHandwritten note on TQ

Mid-Value donor (current – previous mid-value gifts)

Mid-Value Manager

Major Donor Manager call thanks $5k+ gifts / Manager phone call thanks $any to $5kHandwritten note on TQ / TQ card addition

Mid-Value donor (current – first gift at criteria level)

Mid-Value Manager

CEO phone call thanks ($5k+) / Manager phone call thanks $any to $5kHandwritten note on TQ / TQ card addition

Mid-Value donor (new – gift at criteria level)

Mid-Value Manager

CEO phone call thanks ($5k+) Handwritten note on TQ / TQ card addition

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Step two: Understand your donor

How they behave, and what they say

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Recency, Frequency and Value (RFV/M)

Remember: Maximise lifetime value Spend more time / resources on people with

higher RFV scores

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Two way communication

Biggest source of interaction: making a gift >90% of donor interactions are ‘transactional’

Ask for more information on forms Have annual survey

To communicate better with individual donors

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Annual survey

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Other Opportunities

Call top donors for a chat – work your way down the list

Invite top donors in for a chat Mini survey on response forms Phone survey (e.g. follow up an ask) Feedback form (e.g. in donor care mailing)

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Step three: Make it so

Best laid plans...

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Step by step

Easiest thing is to look at how you write or speak, not how often or what media Donor-centric communications with a beneficiary

focus

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X Hospitalturned...

© 2016 Tom Ahern

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Thanks to youand other generous donors like you,

we turned...

© 2016 Tom Ahern

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Thanks to your loving support and extraordinary kindness,

we turned...

© 2016 Tom Ahern

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Thanks to your big beautiful heart and your admirable

compassion,we turned...

© 2016 Tom Ahern

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A Great Thank You Letter

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A Great Thank You Letter

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Awesome, personalised feedback•“I received your mail out letter the other day and was pleased to find that it was about feedback on how those appeals went. Lots of time we are asked to donate money for this and that, but rarely do we get feedback on how things went. I am like many others who have to be careful how we spend our money but I was pleased to see how a combined effort can achieve a substantial dollar value.”

• Feedback from CCIA Donor care mailingData for personalisation•What are you capturing•What aren’t you capturing •How are you capturing•Who is capturing•When is it being captured

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Awesome, personalised feedback

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Beyond the mail

Thank you call(s) Fundraiser CEO Who else!?

Thank you email / SMS Thank you video

Like this…

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Beyond the mail

Visit and thank

Invite to events

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Beyond the mail Invite to field

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Beyond the mail

Webinars / online or phone ‘town halls’ F2F Meeting with project officer Briefing on next campaign Luncheon Benefactor call Board member call

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Beyond Direct Mail

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Beyond Direct Mail

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Thank you

Fiona McPhee fiona.mcphee@paretofundraising.com Twitter: fimcphee Phone: +6421 336 905 Web: www.paretofundraising.com