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How do we keep and nurture our donors?. Southern Institute Friday, May 24, 2013. Louise Kenny Director, Innovation and Special Projects United Way Worldwide Kim Sidwell Senior Vice President, Resource Development United Way of Greater Toledo. Why should we nurture our donors?

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how do we keep and nurture our donors

How do we keep and nurture our donors?

Southern Institute

Friday, May 24, 2013

slide2
Louise Kenny
  • Director, Innovation
  • and Special Projects
  • United Way Worldwide
  • Kim Sidwell
  • Senior Vice President, Resource Development
  • United Way of Greater Toledo
slide3

Why should we nurture our donors?

  • What Donors Want
      • The Basics
      • Engagement
    • How the United Way of Greater Toledo is engaging donors through their campaign
    • What can you do to nurture your donors?
    • Resources

3

3

lifetime donor value
Lifetime Donor Value

Measure of how much a given donor will be

worth to an organization

over the duration of the relationship

Source: Fundraising Principles and Practice, Adrian Sargeant, Jen Shang and Associates

what does lifetime donor value look like
What does Lifetime Donor Value look like?
  • Annual gifts (adjusted for gift size increases/decreases)
  • x years of giving
  • + additional gifts
  • + planned gift
  • + ongoing revenue from a planned gift
  • = Lifetime Donor Value
potential lifetime revenue from loyal contributors
Potential Lifetime Revenue from Loyal Contributors

Average annual gift size $606

x 20 years $12,120

+ average bequest $44,000

= Lifetime Value $56,120

100 Loyal Contributors = $ 5.61 million

Source: DBII; POP research suggests long-time donors give 2x annual gift

potential lifetime revenue from tocqueville society members who endow their tocqueville gifts
Potential Lifetime Revenue from Tocqueville Society Members – who endow their Tocqueville gifts
  • Average annual gift size $20,172
  • x 10 years* $200,172
  • + average planned gift$400,000 (minimum)
  • + perpetual Tocq. gifts $200,000 (over 10 years)
  • = Lifetime Value $844,172**

Source: 2009 DBII; *Assumes they are not Loyal Contributors **Understated since this gift goes on forever!

the incredible potential of lifetime donor value
The Incredible Potential of Lifetime Donor Value
  • We increase Lifetime Donor Value:
  • Every time we retain a donor
  • Every time a donorincreases his/her gift
  • Every time a donormakes an additional gift to supportour work (and their passion)
  • Every time a donor makes a planned gift
  • Every time a donor influences another donor to give, particularly to make a planned gift
  • Every time a donor advances our work by engaging
motivations to give
Motivations to give
  • Being asked to give by a peer or respected influencer
  • Positive attitude toward philanthropy in general
  • Tax deductions
  • Religious beliefs/values
  • Believe that those with more should give to those who have less
what do donors want
What do donors want?
  • To know that their gift was received and appreciated
  • To know that their gifts was used for the purpose it was intended
  • To know that their gift is having a positive impact
  • - Penelope Burk, well-known researcher, speaker, author of Donor-Centered Fundraising
conclusion do what donors want and avoid things they don t like
Conclusion: Do what donors want and avoid things they don’t like
  • (You can increase resources under management every year
  • 10-15% just by good stewardship, reporting on results and
  • recognition.)
slide16

People will forget what you said, People will forget what you did, but People will never forget how you made them feel.

  • Maya Angelou, Poet
slide17

What do you do to thank and inform donors?

  • Is it part of your culture and organizational priorities?
  • If not, why not?
a few things you can do to make donors feel good thanked and informed
A few things you can do to make donors feel good, thanked and informed
  • Immediate thank you letter - when, how, what
  • Phone call
  • Personal visit
  • Group gatherings and events
  • Message in company enewsletter
  • Notice on bulletin boards
  • Social media
  • Involve others to thank and inform
ways to engage donors executives and employees
Ways to Engage Donors- Executives and Employees
  • As volunteers
  • As advocates
  • As influencers
  • Recruit for affinity groups
  • Give them a job!
  • What do you do?
slide23

24 Month Plan

  • Operationalize Relationship Management
  • Practice being intentional & longer term
  • One to One and One to Many
  • Retain, engage and encourage referral and recruitment
  • Touch-points & interactions
  • Cross-sell and upsell
  • Find the emotional trigger
event driven vs string of touch points interactions engagements
Event-Driven vs. String of Touch-points, Interactions & Engagements

Quality & Quantity of Engagements

Day 1

Day 90

Day 120

per campaign schedule

Quality & Quantity of Engagements

quantity of engagements 24 month engagement with women in the workforce
Quantity of Engagements - 24 Month Engagement with Women in the Workforce

Annual Solicitation

Progress Update

Annual Solicitation

Educational Information

General communication

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Personalized communication

Personal Thank You

Personal Thank You

Share stories: successes with kids, the stats, other volunteers

Late summer events around reading

School tours

Late summer events around reading

Genuine interactions

executing an enhanced workforce campaign
Executing an Enhanced Workforce Campaign
  • Internal Behavior & Structure
    • Empower staff to engage more constituents in our work
      • Consultative Selling
      • RD Department restructure
      • Align RD staff with Community Impact & Engagement Departments
    • Develop tactics to increase non-restricted dollars and dollars toward our focus areas
      • Grants
      • CSR to align companies with strategy map programs
      • Align individual interests with products
      • Company development plans
executing an enhanced workforce campaign1
Executing an Enhanced Workforce Campaign
  • External
    • Conduct Corporate & Foundation discovery
    • Identify & align United Way work with corporation/employees
    • Develop year-round engagement calendar
    • Conduct leadership & loyal donor forums
    • Conduct one-on-one discovery meetings with leadership and loyal contributors
executing an enhanced workforce campaign2
Executing an Enhanced Workforce Campaign

Year-round tools

  • Discovery Questions - Strategic Enhancement Group Inc.
  • Churn report - Amy Case/UWW
  • New Hires program
  • Your donor database – continual updates/notes
  • Thanks & Recognition
  • Educational opportunities
  • Volunteer opportunities
  • Advocacy opportunities
owens illinois
Owens-Illinois
  • O-I and United Way of Greater Toledo:
    • Consistently one of the top two workforce campaigns
    • Largest corporate supporter – over 2.3 million since 2007
    • Most aggressive corporate matching program; 125% match on gifts of $500+
    • Largest retiree campaign raising more than $92,000 (2012); leverages additional corporate match dollars
    • Largest corporate volunteer base
from giving to engagement an evolution
From Giving to Engagement: An Evolution
  • Campaign only
    • How to get started
      • Listen
    • How to make it happen
      • Volunteerism aligns with Corporate Social Responsibility
      • Year-round acknowledgement of accomplishments
      • Year-round mission-based activities and communications
        • Engagement Plan
from giving to engagement an evolution1
From Giving to Engagement: An Evolution
  • Volunteering
    • Targeted volunteering with focused projects and goals
        • Education
        • Income
        • Health
    • Volunteer Pledge Card
  • Corporate Volunteer Council
  • Corporate Funders
from giving to engagement an evolution2
From Giving to Engagement: An Evolution
  • Volunteering
    • Targeted volunteering with focused projects and goals
        • Education
        • Income
        • Health
    • Volunteer Pledge Card
  • Corporate Volunteer Council
  • Corporate Funders
items found in digital resource center from 2013 slc
Items found in Digital Resource Center from 2013 SLC:
  • United Way of Greater Toledo Resource Development/Community Impact Department alignment plan
  • Strategic Enhancement Group Inc. Discovery Questions
  • Owens-Illinois Volunteer Pledge Card
  • Owens-Illinois 2012 Engagement Plan
slide41

“But how can I do all of this for all of my donors? We have so many and, often, we do not have accurate, timely donor data. And I am a staff of 1 (or 2 or 5) ”

slide43

Segmenting Your Donors to Prioritize

The Pyramid of Donor Service

Ultimate Service

Continuously Deepen Relationship

Segment based on interest

Advanced Service

Build Relationship & Loyalty

Learn donor interest

Segment based on demographics

Educate impact of giving

Basic Service

Establish Relationship

Acknowledge and thank you

Names, contact and email

slide44

Donor segments you could focus on:

  • Women
  • Young Leaders
  • Tocqueville/Leadership donors
  • Those interested in your CI work
where is the retention toolkit
Where Is the Retention Toolkit?

http://online.unitedway.org/site/Retention

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