You Had Me At Hello
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You Had Me At Hello

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Anne Peyton will show you how to develop a stewardship program, and flip your internal switch from ‘I know I need to, but I never have time!’ to ‘I’m building stronger relationships with my ...

Anne Peyton will show you how to develop a stewardship program, and flip your internal switch from ‘I know I need to, but I never have time!’ to ‘I’m building stronger relationships with my donors, they feel more connected to why we do what we do, and I’m loving it!’

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You Had Me At Hello You Had Me At Hello Presentation Transcript

  • You  Had  Me  At  Hello   Building  a  Sustainable  Donor   Stewardship  Program   ! Anne  Peyton,  CFRE   5/29/14   1pm  EDT
  • Your  Presenter Anne  Peyton,  CFRE   Yellow  Brick  Road  Consulting   ! 35  years  of  experience  in  and  with   nonprofits  of  all  kinds,  based  in   Vermont,  member  of  the  Association  of   Philanthropic  Counsel.   ! Anne  serves  on  the  board  of  the   Association  of  Philanthropic  Counsel   and  on  the  Upper  Valley  Land  Trust.   Former  board  service  includes  the   Vermont  Community  Loan  Fund  and   the  Upper  Valley  Region  of  the  New   Hampshire  Charitable  Foundation. 3
  • Goals  of  this  Webinar • Appreciate  your  donors’  participation  in   your  organization’s  philanthropy   • Appreciate  the  importance  of  donor   stewardship  in  building  donor  loyalty.   • Strengthen  the  role  of  board  members    in   your  development  program (c)  YellowBrickRoadConsulting.com
  • (c)  YellowBrickRoadConsulting.com
  • 
 
 What  Donors  Want…
 To  feel  good   To  feel  loved   To  feel  smart   To  feel  needed   To  feel  important   To  belong   To  see  their  values  in  action   To  WIN!   -­‐  Tom  Ahern,  Aherncomm.com (c)  YellowBrickRoadConsulting.com
  • Achieving  Lifetime  Donor    Loyalty (c)  YellowBrickRoadConsulting.com
  • (c)  YellowBrickRoadConsulting.com
  • Overview  of  Donor  Stewardship   (c)  YellowBrickRoadConsulting.com
  • Overview  of  Donor  Stewardship   (c)  YellowBrickRoadConsulting.com
  • The  GOOD…                        the  BAD…                                the  UGLY The  GOOD:    34%  of  donors  who  received  a  personal  thank  you  call   said  they  would  give  again  because  of  the  call.   ! The  BAD:    94%  of  donors  say  that  charities  they  support  never  or   hardly  ever  call  them  up  without  asking  for  another  gift.   ! The  UGLY:  98%  say  that  charities  never  or  hardly  ever  pay  them  a   visit  without  asking  for  MONEY.   ! 65%  of  donors  who  make  a  first  gift  never  make  a  second  gift,  and   they  leave  largely  due  to  over-­‐soliciting  and  our  insisting  on   unrestricted  giving.   Penelope  Burk,  cygresearch.com (c)  YellowBrickRoadConsulting.com
  • Stewardship  Program • Increasing  your  productivity • Managing  your  infrastructure   • Setting  your  goals   • Managing  your  time   • Planning  your  visit   • Making  appointments   • Having  conversations   • Follow  up  and  what’s  next (c)  YellowBrickRoadConsulting.com
  • 
 Good  Stewardship  =  Engaged  Donors   
 • Feeling:    interested,  engaged,  recognized,   appreciated   • Acting:    volunteering,  participating,   spreading  the  message,  bringing  others   along   • Giving:    regularly,  to  priorities  of  the   organization,  in  usable  ways,  and   stretching  in  capacity                                                                        Based  upon  Julia  Emlen,  Intentional  Stewardship,  CASE  2008 (c)  YellowBrickRoadConsulting.com
  • Overview  of  Donor  Stewardship   (c)  YellowBrickRoadConsulting.com
  •                        Managing  Your  Infrastructure (c)  YellowBrickRoadConsulting.com
  • (c)  YellowBrickRoadConsulting.com
  • Message  Delivery DONOR           WE  ARE  GREAT!   OUTCOMES Corporate  marketing (c)  YellowBrickRoadConsulting.com
  • Marketing  outcomes  as  purpose          Organization Donor-­‐centered  marketing DONOR OUTCOMES (c)  YellowBrickRoadConsulting.com
  • Managing  Your  Time
 Covey’s  Time  Management  Matrix Stephen  R.  Covey,  First  Things  First  1994 (c)  YellowBrickRoadConsulting.com
  • 
 Managing  Your  Time
 Getting  OUT  of  the  Office
 Requires  Planning  and  Commitment  
 ! • Pick  One  Day  a  Week  for  Donor  Visits    – Aim  for  at  least  2  appointments  for  each  day   ! • Don’t  be  a  slave  to  urgency  – Turn  off  your  email  notification!   ! • Block  out  time  on  your  calendar  every  week  to:     – Prioritize  which  donors  to  visit   – Make    appointments   – Make  visits  and  follow  up    Adapted  from  Joe  Tumolo,  www.  joetumolo.com (c)  YellowBrickRoadConsulting.com
  • (c)  YellowBrickRoadConsulting.com Making  Appointments
 Getting  An  Appointment  -­‐  Tips • Give  specific  choices  for  times  and  place   • Think  through  your  goal  of  the  visit  relative  to  location        (office,  home,  restaurant)   • Email  and  call  if  you  have  both   • The  Perseverance  Rule     • Call  3  times  and  email  3  times  before  giving  up  (with  busy   working  people,  4  outreaches  over  a  month).   • Set  Expectations   • If  asked,  tell  your  donor  your  intentions  for  the  visit.  
  • Bertolt-­‐Brecht   ! Transforming  guest  to  participant…   transforming  donor  to  investor.   ! ! ! ! ! ! ! Kay  Sprinkel  Grace,  Beyond  Fundraising,  1997   ! ! ! Stewardship  –  get  donors         ‘into  the  kitchen.’                Having  Conversations (c)  YellowBrickRoadConsulting.com
  • Having  Conversations
 Prepare  the  experience  for  your  donors • Stories  and  statistics   • Appreciate  what  the  donor  has  done   • Why  you’re  involved,  your  passion   • Responses  to  common  questions   • Be  ready  to  invite  him  or  her  to  volunteer,       to  become  more  engaged (c)  YellowBrickRoadConsulting.com
  • Having  Conversations
 Listening  to  What  Donors  Care  About • What  do  you  love  about  the  organization?   • What  would  you  like  to  protect?   • What  do  we  do  well?   • How  can  we  improve  what  we  do?   • How  well  are  we  communicating  with  you?  More?   Less?  media?   • Conduct  philanthropic  surveys  regularly   ! • FOLLOW  UP (c)  YellowBrickRoadConsulting.com
  • Having  Conversations   Donor  Readiness  –  ‘Listening  the  Gift’ • Has  an  active  interest  in  the  mission?   ! • Has  a  history  of  involvement?     ! • Feels  a  kinship  with  others  in  the  organization?   ! • Is  knowledgeable  and  engaged  about  the  plan  for   the  future  or  a  proposed  project?   ! Andrea  Kihlstedt  and  Catherine  P.  Schwartz,   Capital  Campaigns,  2nd  ed,  Aspen,  2004 (c)  YellowBrickRoadConsulting.com
  • Having  Conversations
 Arc  of  Asking (c)  YellowBrickRoadConsulting.com
  • Rainmakers  –  a  strong   asker  who  rushes  to   close.  Give  the  donor   time  to  convince  herself.   Go-­‐Getters  –resist  closing   and  enjoy  the  moment  so   much.    Don’t  leave  the  close   for  the  end.     Kindred  Spirits  –likely  to   put  off  the  ask  to  avoid   confrontation.    Find  the   courage  to  get  the  ask  on   the  table  and  the  courage   to  ask  again  after   answering  questions.   Mission  Controllers  -­‐  an   urge  to  control  how   things  unfold.  Let  the   ask  unfold  naturally,  give   it  some  breathing  room.   The  donor  might  not  be   ready  to  close. AskingMatters.com Having  Conversations   “Asking”  Styles (c)  YellowBrickRoadConsulting.com
  • Follow  Up  and  What’s  Next
 Sample  Trip  Report (c)  YellowBrickRoadConsulting.com
  • Resources • Ahern,  Seeing  Through  A  Donor’s  Eyes   • Ahern/Joyaux,  Keep  Your  Donors   • Burk,  Donor-­‐Centered  Fundraising  and  Donor-­‐Centered  Leadership   • Burnett,  Relationship  Fundraising     • Joyaux,  Strategic  Fund  Development     • Emlen,  Intentional  Stewardship…Highest  Level  of  Philanthropy   • Grace,  Beyond  Fundraising   • Kihlstadt,  Capital  Campaigns     • Nonprofit  Research  Collaborative  reports,  surveys   • Panas,  Power  Questions  and  Sobel  and  Panas,  Power  Relationships   • Sargeant,  Building  Donor  Loyalty     • Sargeant  et  al,  Fundraising  Principles  and  Practices     • Stroman,  Asking  About  Asking      Calculating  Donor  Retention:   • http://www.youtube.com/watch?v=CqfayQRzpKM   • http://www.lorijacobwith.com/free-­‐resources/downloadable-­‐materials.htm (c)  YellowBrickRoadConsulting.com
  • Questions?
  • Presenter Anne  Peyton  CPF  CFRE   www.YellowBrickRoadConsulting.com   Anne@YellowBrickRoadConsulting.com   ! The  resource  list  is  a  sample  of  our      professional  body  of  knowledge    and  practical  actions. (c)  YellowBrickRoadConsulting.com
  • ! ! ! Next  Webinar:   ! Donor  Thank  You  Videos,  Infographics,   and  Other  Fun  Ways  to  Say  Thanks   ! Kivi  Leroux  Miller   ! Thursday,  June  5th  –  1:00pm  EDT https://bloomerang.co/resources/webinars