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Relationship Management Primer
Wednesday, July 20, 2011United Ways of Washington Learning Conference
Union, WA
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Purpose: Present United Way Relationship Management work
Process: Use interactive exercises & discussion to:
• Make the case & focus on top-line of retention/engagement/loyalty
• Develop sample plan to engage individuals/segments
• Provide RM basics, discuss benefits, how your UW can get started
Payoff: You get why Relationship Management is critical/important & understand how to get started with Relationship Management
Relationship Management Jeopardy!
3© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
4.4 MILLION
What’s the # of donors lost since 2003?
27%
What’s the churn rate in Metro 1 UWs?
70 %
% of Americans never asked to engage with United Way
0%
Net Promoter Score (NPS)
Discussion: United Way and Retention
Why are we losing donors, advocates & volunteers ?
Clarity Group 2010, LLC 4
Small Group Brainstorm: Best Practices in Retention in For Profit AND Not for Profit
FOR PROFIT• What “retains” you? What
makes you continue to:
• Shop at a certain place?
• Use one service provider or product over another?
NOT FOR PROFIT• What “retains” you? What
makes you continue to:
• Support someone’s cause?
• Participate in a particular event or activity?
Clarity Group 2010, LLC 5
Best Practice Retention Approach
Use data analysis to segment constituents and drive the development and execution of highly customized and
measurable retention programs.
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Analysis SegmentsContact Plan
Message
Channel
Measurements
Target Universe
Engagement Plan
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
ANALYSIS: The Churn Tool*
• Helps you understand your current donor base
–Tracks and analyzes donors’ giving history
–Profiles and codes donors based on giving behaviors
• You copy and paste your donor data into spreadsheet
• Tool automatically creates charts
• Identify trends: dollars lost, defections, etc.
• Identify your goals & helps you craft tactics to address
• Contact Becky Bogle at [email protected]
7*Developed by Amy Case of Case Strategy
Your Key Segments?
1. Donors
2. DOA Volunteers
3. Advocates
4. Board members
5. Agency executives
6. ECC/ECMs
7. Company CEOs
8. Declining donors
9. Media
10.Lapsed donors
11.Planned Givers
12.Tocqueville members
*Participants of Back to Football Friday
or Waiting for Superman screening
What are Components of a Retention or Engagement Plan?
• EACH TABLE: Works as a team, assigns leader to facilitate, & a scribe to record answers
• INSTRUCTIONS: • Identify the communications, opportunities, interactions,
engagements that you would use to retain/engage your constituents
• TIME: You have 10 minutes to complete this. • GROUND-RULES: Be positive, no critiquing, & prioritize
later• REPORT OUTS: Share 1 or 2 findings, comments, &
feedback
Active, Ongoing United Way Volunteer Retention Contact Strategy
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MEASURE AND REFINE
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
Day 1 Day 90 per campaign scheduleDay 120
Creating a Plan to Retain/Engage• EACH TABLE: Works as a team, assigns leader to
facilitate, & a scribe to record answers
• INSTRUCTIONS: Each table creates an 18 – 24 month engagement plan that will help you retain the segment you’ve been assigned
• KEEP IN MIND:
–Components of a Retention/Engagement Plan
–How do companies/nonprofits keep you coming back
• TIME: You have 20 minutes to complete this.
• REPORT OUTS: Share 1 or 2 findings, challenges, overall observations
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Where Is the Retention & Loyalty Toolkit?http://online.unitedway.org/retention
For additional info: Ann Fox, VP of Individual Giving [email protected]
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View the Churn Busters Webinar at:
http://online.unitedway.org/relationshipmanagement
DONORS VOLUNTEERSADVOCATES COMPANIES
AGENCIESOTHER COMMUNITY IMPACT PARTNERS
STAFF
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GOAL: What Relationship Management Looks Like
Ultimately, our constituents will embrace our organization and will do things like share more data, donate more financial gifts, offer more time towards volunteering and advocate for United Way throughout their company and community.
We will know more about our constituents, such as where they live, where they work, what they care about, their interest in our agenda and their capacity, affinity and propensity to give to United Way.
By matching relevant engagements, products and communications to our constituents - based on what we know about them - they will have a great experience, feel recognized, appreciated, and a part of a social movement that Advances the Common Good.
They will see that THIS is an organization for people/companies/agencies like me. Based on new information captured and understood, United Way will be able to provide programs, products and services that are relevant, and messaging that is timely, meaningful and motivating.
ENABLED BY FIVE PILLARS
Dialogue
Conversation
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The Five Pillars of Relationship Management
Organizational readiness, leadership support and cultural mindset for adopting RM and the changes required.
Infrastructure and supporting processes required to implement CRM in a systematic and sustainable manner.
Constituent information and insights required to enhance understanding and enrich engagement.
Ability to leverage constituent data to make communication and messages more precise and relevant.
Enabling platform and integrated set of systems to support an automated approach to managing and reporting on constituent interactions and data.
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BEFORE AFTER
Individual Individual & Organization
Anecdotal & Informal Formal
Undisciplined Disciplined
Siloed Integrated
Tactical Strategic
What Makes This Different From Current Relationship Management?
So… is Relationship Management Working?
Relationship Management
Focus
• Community Impact Model• Consultative Selling• RM Learning Circle 1• Education Venture Fund• Volunteer Engagement
1616© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
Detroit
BACKGROUNDThe Autos…Detroit…
Donors, Revenue and Effectiveness on the decline – and had been for years
So… is Relationship Management Working?
RESULTS• 2009 - selected as one of the 2009 Best-Managed
Nonprofits from Crain’s Detroit Business
• 2010 – UWSEM is posting its highest revenue in 3 years
• 2010 - Education Venture Fund started by UWSEM is on track to see 2013 graduation rates reach 71%-95% from 25%
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 1717
Detroit
Lapsed Donor Mailing• Proposal: To send a lapsed donor letter to all donors who
did not give in ’09 where they had their home address
• Audience: 5245 former donors who gave $25 to below Tocqueville
• Costs: $2,500 for mailing
• Results: 605 donors returned & gave $109K thru their workplace campaigns
So… is Relationship Management Working?
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 1818
Jacksonville
So… is Relationship Management Working?
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 1919
Designations to Impact Areas (E-I-H)
UW System
Increase of 34.4%
Designations to Impact Areas (E-I-H)
RM Cities
Increase of 45.9%
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http://online.unitedway.org/relationshipmanagement
Relationship Management Online Self-Assessment:
http://unitedway.claritygroupinc.com
Get Started Today!
21© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
Additional free resources from UWW
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Where Is the Retention & Loyalty Toolkit?http://online.unitedway.org/retention
Monthly webinar series and archived webinars at:
http://online.unitedway.org/relationshipmanagement
Where Is the Recruitment Toolkit?http://online.unitedway.org/recruitment
Taking Relationship Management to Scale
2010 goal to have 40 or 15% of Metro 1 to 4 local United Ways implementing Relationship Management via Learning Circle, Intensive or Template Certification (EXCEEDED)
Involvement
(People, Time and $$)
Impact/Transformation
Webinars
IntensiveHybrid training
combining virtual, on-site and group collaboration
NEW in 2010
High
HighLow
Low
Assessment Tool
Independent Studies: Tools and TemplatesGuidebook & reference materials available for FREE to a local United Way
ACTIVITY KEYRed = Free ResourceBlue = Fee-based Learning/TrainingOrange = Technology
966 staff responsesfrom 200+ UWs to date4,000+
registered
TemplateCertificationInteractive
webinar
Learning Circle On-site consultation and
group collaboration
Learning Circle 34 LUWs
Learning Circle 27 LUWs
Learning Circle 111 LUWs
Campaign Management on MSCRM Platform
UWCRMTechnology System
6 LUWs
47 LUWs
5 LUWs in Dec ’10
22 LUWs
Current as of Nov 2, 2010
$2,625 $21,000 $68,000
Breakdown of RM United Ways – US
24Property of Clarity Group and UWW © 2010
By Metro Size:Metro 1C – 19 UWsMetro 1B – 8 UWsMetro 1A – 9 UWsMetro 2 – 14 UWsMetro 3 – 15 UWsMetro 4 – 5 UWsMetro 6 – 3 UWsMetro 7 – 1 UW
20 of the top 31 markets
By Campaign Management System:• ANDAR – 60%• Enterprise – 15%• Rainbow – 18%• Other (Donation Tracker/Raiser’s
Edge) – 7%
★
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★ = Learning Circle Members
= Template Certification Participants
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= Intensive Participants
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Thank You!