house of development presentation #10
TRANSCRIPT
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House of Development The Importance of Stewardship
Tools & Tactics
Tapp Network + Cogeo Educational Series Presentation #10May 12th, 2020
ROB KUSELManaging Director of Consulting Services, Cogeo, Inc.
WITT GODDEN Director of Strategic Marketing, Tapp Network
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Cogeo & Tapp Network
Cogeo provides fundraising advice and execution services
to nonprofits across the United States to optimize their efficiency and long-term sustainability. Cogeo’s management team has 40+ years of fundraising experience raising over $600 million for more than 100 nonprofit organizations.
Tapp Network provides digital marketing and technology
services to the world’s leading nonprofits. Tapp serves as an extension of your digital team from website and mobile app development to full-funnel campaigns to accelerate your impact and funding.
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10th of 11-sessions of the educational webinar series:
1. Introduction to the House of Development✔2. Building the Foundation of the House✔3. The House Cornerstone 1: Fundraising Events✔4. The House Cornerstone 2: Annual & Membership Giving✔5. Floor 2: Corporations & Foundations✔6. Floor 2: Major Gifts✔7. Floor 2: Planned Gifts✔8. Treasures in The Attic: Capital Campaigns for New & Improved Facilities✔9. Raising the Roof: The Art of the Transformational Gift✔
10. The Importance of Stewardship- Tools and Tactics11. Keeping Your House Organized
Today’s Webinar
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House of Development
Stewardship S T E W
A R D
S H I P
S T E W A R D S H I P
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Goals & Context for Today
Readiness
A better awareness of how to analyze and evaluate your organization’s current stewardship practices in all fundraising areas.
Data Management
How clean-and-organized data systems are vital for executing effective stewardship over time.
Relevancy
Understanding the tactical role of stewardship within each room of the House of Development.
Definition
Awareness and understanding of what stewardship is.
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Definition of Stewardship
The acts performed by an agency with a donor, after a donor has contributed to an organization, that aim to indirectly or directly validate the purpose for the contribution as well as promote the likelihood of additional contributions from the donor in the future.
Moves Management: A series of intentional donor-centric moves to keep a donor invested in an agency over time.
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Annual & Membership stewardship
• Formal acknowledgement from agency• Additional acknowledgements/
donor-centric• Agency updates- messaging from ED and
other key stakeholders• Agency newsletters/blogs/updates
(digital & paper)• Digital storytelling (video, photos) and
repositories of program information/data via agency’s website
• Social media content• Annual reports
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Use Your CRM
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Event stewardship
• Gala, cultivation event, virtual event, fun run/walk + A-thon events
• Pre-event• immediate
recognition/acknowledgement for any event-asset acquired
• In-event• donor-and-sponsor
recognition/ event guide• signage
• Post-event• event description and success• donor-centric moves on
quarterly rotation
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PRE-EVENT POST-EVENTDURING
● Social Media Kits● Unique Hashtags● Registration Contests
● Everwall● Photo Contests● Social Story Filters● Sponsorship Takeover● Facebook Live
● Video Highlights● Testimonials● Recaps
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Corporations & Foundations stewardship
• Quarterly updates from DoD or ED to corporate or foundation contact person(s)
• Annual contribution / 4• Quarterly moves management
rotation• How funds were leveraged• Success stories/results from the
application of funds• Significant milestones
• Goals and/or metrics achieved• Meet contractual/proposal
obligations• Demographics reached (corporate)
• Metrics realized for the quarter (impressions, facility visits, et.al.)
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High Net Worth- Major Gifts stewardship
• Quarterly updates from DoD or ED to donor entity (ind/couple/family)
• Annual contribution /4• Quarterly moves-management
rotation- Donor centric• How funds were leveraged• Success stories/results from the
application of funds• Significant milestones
• Goals and/or metrics achieved• Case Statement updates - timing of
annual meeting
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Planned Gifts stewardship
• Legacy Society marketing• Initial program launch
communication outlining program details & opportunities
• Bi-annual communication outlining opportunities to select demographics
• Encourage bequest-program designations in all external marketing
• Annual luncheon- treat Legacy Society members like investors
• Donor-centric moves
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Know the Funnel
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Capital Campaign stewardship
• Build-out v. Endowment• Naming rights portfolio/ Donor-wall
recognition• Campaign communications/events on
milestone achievements• Incremental $ raised toward goal-
lead gifts promoted throughout duration of campaign
• Campaign kick-off event• Promote significant funders to the
campaign• Completion of campaign phases• Groundbreaking event• Campaign closure celebration event
• Post-campaign stewardship• Bi-annual impact updates
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Transformational Gift stewardship
• Ongoing highly personal updates from ED/DoD; donor-centric frequency of moves management
• Naming rights v. Endowment Fund• Lifelong stewardship
• Consistent, broad community communication honoring the gift in perpetuity
• Endowed Funds: annual investment performance updates
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Landing Page vs Microsite
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Landing Page vs Microsite
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Offline Conclusions
• Stewardship is the fundamental backbone of all development
(fundraising) best-business practices.
• HNW: Seven faces of philanthropy- none are offended1. The Communitarian: Doing Good Makes Sense.
2. The Devout: Doing Good is God's Will.
3. The Investor: Doing Good is Good Business.
4. The Socialite: Doing Good is Fun.
5. The Altruist: Doing Good Feels Right.
6. The Repayer: Doing Good in Return.
7. The Dynast: Doing Good is a Family Tradition.
• Performing consistent-and-effective stewardship practices will set
you apart from your competition.
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Digital Conclusions
• CRM is your best friend
• Know your audience
• Connect with the right people at the right time
• Mobile Friendly is Key• Accessible and in the Palm of your Donor
• Communicate and Showcase• Email, Website, Social Media
• Don’t Just Tell the Story -- Show It• Pictures, Video, Infographics, Motion Graphics
• Stay Current and Consistent• Newsletters, Webpages, Blogging
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Q&A
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What’s Next?
Join Cogeo & Tapp in future webinars to further explore each room of the house. Look for future communications from Tapp on the timing of the monthly webinar.
Questions or Comments?
Reach out to us at:● Rob Kusel at [email protected] or
707.235.6570● Witt Godden at
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