kimandchuck93

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

communicationscommunicationscommunicationscommunicationscommunicationscommunicationscommunicationscommunications

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

$1,006,776.00 $1,006,776.00

Annual Fund $$ fromAnnual Fund $$ from

221 221 LeadershipLeadership DonorsDonors

Annual Fund $$ fromAnnual Fund $$ from

423 423 NonNon--LeadershipLeadership DonorsDonors221 221 LeadershipLeadership DonorsDonors

$938,415.00$938,415.00

423 423 NonNon--LeadershipLeadership DonorsDonors

$68,361.00$68,361.00

93%93% 7%7%

0%0%

Average Gift: $4,246Average Gift: $4,246 Average Gift: $161.60Average Gift: $161.60

20072007--2008 Annual Fund Total2008 Annual Fund Total

$1,006,776.00 $1,006,776.00

Annual Fund $$ fromAnnual Fund $$ from221 221 LeadershipLeadership DonorsDonors

$938,415.00$938,415.00

Annual Fund $$ fromAnnual Fund $$ from

3030 Box 1ABox 1A DonorsDonors

$509,156.84$509,156.84

RECAP: How do I KnowRECAP: How do I KnowWho my REAL Donors Are?Who my REAL Donors Are?

STEP ONE: Identify Leadership DonorsSTEP ONE: Identify Leadership Donors

Review your Annual FundReview your Annual Fund

Define groups : “Leadership” and “NonDefine groups : “Leadership” and “Non--leadership”leadership”

?? $2,500.00 / $5,000+ / $10,000+ ???? $2,500.00 / $5,000+ / $10,000+ ??

STEP TWO: Review Leadership Donors Giving HistorySTEP TWO: Review Leadership Donors Giving History

Define # years to review Define # years to review –– look at their giving historylook at their giving history

?? 5 / 9 / 13 ???? 5 / 9 / 13 ??

What are they supporting? What are their interestsWhat are they supporting? What are their interests��������

Extract this info from your DatabaseExtract this info from your Database

Donor RetentionDonor RetentionContinuous AttractionContinuous Attraction

Acquire /AttractAcquire /AttractNew DonorsNew Donors

SustainingSustaining those existing those existing

relationships that mean the most!relationships that mean the most!

MANAGING DONOR EXPERIENCESMANAGING DONOR EXPERIENCESRetainingRetaining Donor RelationshipsDonor Relationships

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

THETHE ““TYPICALTYPICAL”” DONOR EXPERIENCEDONOR EXPERIENCE

Thank YouThank YouForm Letter with Form Letter with

Tax ReceiptTax Receipt

Printed Annual Printed Annual ReportReport

Direct MailDirect MailSolicitationSolicitation

Printed Printed PublicationPublication

ASKASK ASKASKThe Donor ExperienceThe Donor Experience

“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!

Donor Centered Fundraising, Penelope BurkDonor Centered Fundraising, Penelope Burk

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.)

•• Identify philanthropic Identify philanthropic interestsinterests(Arts Fund, Technology Fund, Athletics, (Arts Fund, Technology Fund, Athletics, etc.)etc.)

•• Create Welcome New Create Welcome New Partner PagePartner Page

Sample Welcome New Partner PagesSample Welcome New Partner Pages

UndesignatedUndesignated(No information(No information--

Alum 1963)Alum 1963)DesignatedDesignated

UndesignatedUndesignated(Prior Giving)(Prior Giving)

UndesignatedUndesignated

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!)

••Events Events Attend Events Attend Events Host / CoHost / Co--host Eventshost Events

••SolicitationSolicitation••SolicitationSolicitationAnnual Giving Annual Giving -- (visit/phone call-best date to solicit)

Capital Giving Capital Giving –– (visit/phone call -best date to solicit)

••Personalized EPersonalized E--CommunicationsCommunicationsEstablish Establish SCHEDULED SCHEDULED and and SPONTANEOUS SPONTANEOUS electronicelectronic deliverablesdeliverablesINTANGIBLE Deliverables INTANGIBLE Deliverables –– “transference of emotion”“transference of emotion”

TIP: You need a designation to engage!TIP: You need a designation to engage!

PhonePhone CallsCalls2x year2x year

VisitsVisits1x year1x year

EventsEventsAttend/Attend/HostHost

Send DVDSend DVDOcean Classroom Ocean Classroom

VideoVideo Invited them to Invited them to meet their meet their

scholarship recipientscholarship recipient

TYPICAL DONOR EXPERIENCE TYPICAL DONOR EXPERIENCE AT PROCTORAT PROCTOR

FacebookFacebookLinkedInLinkedIn

ASK ASK

Highly PersonalizedHighly PersonalizedEE--CommunicationsCommunicationsCUSTOM StewardshipCUSTOM Stewardship

Ocean ClassroomOcean ClassroomEndowmentEndowment

EE--Communication PagesCommunication Pages(by constituency)(by constituency)

Partner PagePartner PageAlumni/ae PageAlumni/ae Page

The Donor Experience

Chuck’s Chuck’s CornerCorner

Retrieve Retrieve Knowledgebase Knowledgebase Question BarQuestion Bar

NetcastsNetcastsVideo LibraryVideo LibraryRSS FeedsRSS Feeds

Custom Pages

36 Named Facilities36 Named FacilitiesPeabody HousePeabody House

Underclassmen AwardsUnderclassmen AwardsSpontaneous CommunicationsSpontaneous Communications AF AF –– EnvironmentalEnvironmentalSpontaneous CommunicationsSpontaneous Communications

Foote ‘49 ScholarshipFoote ‘49 Scholarship36 Endowed Scholarships36 Endowed Scholarships 14 Non14 Non--endowed Scholarshipsendowed Scholarships

Wolf Experiential Wolf Experiential

Dorm Parent Award ‘08Dorm Parent Award ‘0825 Special Endowed Funds25 Special Endowed Funds

AF AF –– EnvironmentalEnvironmentalStewardshipStewardship

PERFORMANCE MEASURESPERFORMANCE MEASURESOldOld Measures

1.1. Increased Giving / Revenue Increased Giving / Revenue Growth / Retention?Growth / Retention?

2.2. Stewardship/Communications Stewardship/Communications Message sent?Message sent?

3.3. # Emails sent/read and # of # Emails sent/read and # of opened hyperlinks?opened hyperlinks?

NewNew Measures

1.1. Have they received Have they received VALUEVALUE from from your org?your org?

2.2. Has the message been Has the message been RECEIVEDRECEIVED??

3.3. Are they Are they RESPONDINGRESPONDING to your to your emails?emails?

4.4. Happy sneezers Happy sneezers –– forwarding/ forwarding/ 4.4. WellWell--informed Donors?informed Donors?

5.5. Satisfaction surveys?Satisfaction surveys?

4.4. Happy sneezers Happy sneezers –– forwarding/ forwarding/ SHARINGSHARING the message the message received?received?

5.5. PROACTIVEPROACTIVE in communicating in communicating with with youryour Org?Org?(via email/phone/visit)?(via email/phone/visit)?

What Matters Most?What Matters Most?

CUSTOM PAGES SENTCUSTOM PAGES SENT ThruThruJune ‘07 June ‘07

UniqueUniqueOpensOpens

% % OpenedOpened

AverageAverageOpensOpens

Stewardship, Welcome Proctor Partner, Stewardship, Welcome Proctor Partner, and Spontaneous eand Spontaneous e--pagespages

484484 344344 71%71% 71%71%

USPSUSPS 371371

TOTAL:TOTAL: 855855

Measuring and Monitoring the Donor ExperienceMeasuring and Monitoring the Donor Experience

COMMUNICATIONS BY CONSTITUENCYCOMMUNICATIONS BY CONSTITUENCYUSPSUSPS Thru Thru

June ’07June ’07Unique Unique Opens*Opens*

% % OpenedOpened

Average Average OpensOpens

Partner EPartner E--Pages Pages (sent every 3 months)(sent every 3 months) 118 1,340 697 52% 52%52%

Alumni EAlumni E--Pages Pages (sent every 30 days)(sent every 30 days) 2,871 17,139 5,618 33% 34%34%

Total ETotal E--Pages sent for 2007Pages sent for 2007--2008: 2008: 67,70367,703

Alumni EAlumni E--Pages Pages (sent every 30 days)(sent every 30 days) 2,871 17,139 5,618 33% 34%34%

Parent EParent E--Pages Pages (sent every Friday) (sent every Friday) 0 21,204 12,560 59% 60%60%

Trustee ETrustee E--Pages Pages (sent quarterly)(sent quarterly) 0 144 72 50% 50%50%

Parent of Alumni EParent of Alumni E--Pages Pages (sent bi(sent bi--annually)annually) 0 1,904 734 39% 39%39%

Admission EAdmission E--Pages Pages (sent Jan/March)(sent Jan/March) 0 310 194 63% 63%63%

Giving EGiving E--Pages Pages (Sept/Oct/Nov/Mar/Jun) (Sept/Oct/Nov/Mar/Jun) 12,209 4,964 1,718 35% 35%35%

Electronic AF Thank YousElectronic AF Thank Yous 0 232 113 49% 50%50%

Event EEvent E--pagespages 18,116 15,503 4,355 28% 35%35%

Faculty/Staff EFaculty/Staff E--pagespages (sent every Friday)(sent every Friday) 0 4,140 1,348 33% 33%33%

Misc. EMisc. E--pagespages 0 339 80 24% 24%24%

TOTALS: 33,314 67,219 27,489 41%

Thank You!

Questions?

E-mail me at

kimhurlbutt@yahoo.com