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Basics of Donor Relations Your Map to an Effective Donor Relations Program. Effective Donor Relations . Cynthia Uviedo Donor Relations Officer Trinity University. CASE District IV Conference Ft. Worth, Texas March 24, 2013. Overview/Road Map.

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basics of donor relations your map to an effective donor relations program

Basics of Donor RelationsYour Map to an Effective Donor Relations Program

Effective Donor Relations

Cynthia Uviedo

Donor Relations Officer

Trinity University

CASE District IV Conference

Ft. Worth, Texas

March 24, 2013

overview road map
Overview/Road Map
  • What is Donor Relations and why is it important
  • Assessing your organization’s DR activities
  • Getting started
  • Ideas and Samples
  • Q & A
donor relations
Donor Relations

The comprehensive effort of any nonprofit that seeks philanthropic support to ensure that donors experience high-quality interactions with the organization that foster long-term engagement and investment. This effort is commonly thought to have four elements:

  • Gift acceptance and management
  • Acknowledgment
  • Donor recognition
  • Reporting

Source: Association of Donor Relations Professionals (ADRP.net)

stewardship
Stewardship

Reporting element is commonly referred to as stewardship. Historically, defined as the safeguarding of the assets of others.

Activities associated with stewardship are focused on ensuring that the funds provided by donors are utilized in the way intended as conveyed in gift agreements and fund terms.

By this definition, stewardship is a function inherently internal to an organization, rather than a donor-facing, external function.

Source: Association of Donor Relations Professionals (ADRP.net)

stewardship1
Stewardship

Noun

1. a process whereby an organization seeks to be worthy of continued philanthropic support, including the acknowledgment of gifts, donor recognition, the honoring of donor intent, prudent investment of gifts, and the effective and efficient use of funds to further the mission of the organization

2. the position or work of a steward

Source: AFP Fundraising Directory, www.afpnet.org

donor relations cycle
Donor Relations Cycle

Janet L. Hedrick, "Effective Donor Relations"

why is donor relations important
Why is Donor Relations Important?
  • Cost of acquiring new donors
  • Why do donors stop supporting your organization
assess where you are1
Assess Where You Are

Start Behind the Scenes

Gift Acceptance and Management

Policies and procedures

Process for review of gifts – can we do what the donor wants us to do?

Structure for giving opportunities

Process for tracking gifts as they are expended

assess where you are2
Assess Where You Are

Start Behind the Scenes

Acknowledgement

Private communication

Accurate, timely, and meaningful expressions of gratitude

Includes receipting and personalized, written correspondence

assess where you are3
Assess Where You Are

Start Behind the Scenes

Donor Recognition

Giving societies, Honor Rolls

Donor walls, named space signage

Internal and external publicity

Donor recognition events, engagement opportunities

assess where you are4
Assess Where You Are

Start Behind the Scenes

Reporting

Stewardship

What is the impact of the donor’s gift on the mission of your organization

Qualitative

Quantitative

gift acceptance and management
Gift Acceptance and Management
  • MOU/Gift Agreement templates
    • Who’s authorize to sign
    • Include Business Office, Fiscal Affairs
    • How are donor’s intent tracked
    • Who is tracking
    • Important – information feeds into reporting
    • Review
acknowledgement
Acknowledgement
  • Top-level acknowledgements/thank you letters from President, Chancellor, Dean, Headmaster, Board members
  • From someone benefitting from the gift
      • Student
      • Faculty member
      • Parent
donor recognition
Donor Recognition
  • Process of expressing gratitude for a contribution in a public way
    • Signage
    • Named opportunities
    • Special presentation
    • Appreciation events
    • Gifts
slide20

Scholarship Events

  • Seated dinner for endowed scholarship donors
  • Reception for annual fund donors
  • Photo with donors
  • Student speaker; donor/Board speaker
  • Keep program short; time to interact with students
appreciation events1
Appreciation Events
  • Heritage Society Luncheon
  • Special events for large donors
  • Thank-a-thon
publicity
Publicity
  • Articles in your alumni magazine, website, e-newsletter
  • For transformational gifts, news releases to the media
  • Recognition among their peers
    • Events
    • Special publications for giving societies
recognition caveats
Recognition Caveats
  • Donor Honor Roll debate
  • Know your donors and their expectations
  • Recognition Preferences:
    • Expectants
    • Moderates
    • Frugal
    • Secretive
    • Anonymous – clarify what it meansto each donor

Laura Fredricks, “Developing Major Gifts: Turning Small Donors into Big Contributors”

slide27

Reporting

  • Stewardship/Endowment Reports
    • Principal
    • Market Value of Endowment
    • Gifts received
    • Distributions from endowment
    • How funds were used
      • Scholarships - name and information on scholarship recipient
      • Professorships/faculty support – activity summary of faculty member
      • Lectures/programs – summary of events supported
reporting
Reporting
  • Annual Reports
  • Reports on unrestricted gifts
    • Show overall impact on your organization
  • **Communication is key!
    • Reconnecting with donors on a regular basis
    • Reminding them about what their gift is doing
beware of dr pitfalls
Beware of DR pitfalls
  • If implementing a program with existing staff, be reasonable about expectations. Start with one new project per year to see how it impacts other work.
  • If starting with someone dedicated to DR only, don’t dump all the “extra stuff” on them. Discuss with the Development team about what it the expectation for this person. Caution with special events!
donor relations resources
Donor Relations Resources
  • Association of Donor Relations Professionals ADRP.net
  • Donor Relations Guru – Lynne Westerdonorrelationsguru.com
  • Effective Donor Relations by Janet Hedrick (AFP Nonprofit Essentials series)
cynthia uviedo trinity university cuviedo@trinity edu 210 999 8075
Cynthia UviedoTrinity Universitycuviedo@trinity.edu210-999-8075