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Mid-Level Donor Stewardship - Fixing Your Hourglass or Sombrero Shaped “Pyramid”!

Lynne M. WesterYeshiva University

Road Map

Understanding the Giving Gap Benefits of Mid-Level Strategies – What’s in it

for you! What’s a Mid-Level Strategy Look Like Visualizing the Future: Evidence for Success Questions?

The Collapsed Giving Pyramid

Annual Fund

Major Giving

What’s Missing? No real focus on mid-level donors

The Giving Gap

What is your shape?

Donor Relations

Stewardship and Impact reporting Acknowledgment Recognition Engagement

RetentionRetention

GrowthGrowth InfluenceInfluence

Nondonors

• Donor Intelligence Driven• Multi-Channel & Truly Integrated• High Tech• Highly Personal• Appropriate ROI Measurements

What Mid-Level Strategy Looks Like

Determining Interest

PASSIVE DATA vs ACTIVE DATA

1. Analyze current situation2. Identify Mid-Level potential and donor interest3. Develop Mid-Level strategies4. Establish timelines and measures of success5. Creating Accountability6. Make the Case; Create win-win7. Refine for the future

Implementation Plan Steps

Changing the Culture

Calendar Approach

• 9/ Thank You postcard• 10/ Hanukkah Dinner Invite • 11/ Thank A Donor card mailed• 11/ Send email invite to YC play 1776• 12/ Mail Hanukkah postcard/museum invite• 1/ email invite to private screening of "Footnotes"• 2/ Soy Seforim Sale invite• 2/ Purim Postcard with recipe for hamentashen• 3/ thank a thon• 3/2 Scholarship Reception invitation• 4/ Scholarship impact piece mailed• 5/ Invitation to commencement mailed• 6/ end of FY thank you postcard• 8/ Calendar with student art work

Tips and Tricks• Everything starts with data – validate assumptions• Data informs strategy• Don’t get distracted by “shiny” tactics• Begin with the end in mind• Set appropriate metrics for success in the start• Continuously measure and tweak ideas and efforts• Repurpose content but with unique spin for each segment• Personalize everything for the individual – no excuses!• Don’t be afraid to let go and be transparent once framework exists

Examples

Examples

Examples

Examples

Examples

Examples

Questions? Comments

• Lynne Wester• wester@yu.edu• www.donorrelationsguru.com• Friend me on Facebook• Follow me on Twitter @donorguru