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How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
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How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study

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In this Case Study learn how Jann Schultz, Director of Donor Relations brought the #DonorFirst Commitment and philosophy to Operation Smile in 2007 to build a unique donor service experience that …

In this Case Study learn how Jann Schultz, Director of Donor Relations brought the #DonorFirst Commitment and philosophy to Operation Smile in 2007 to build a unique donor service experience that would break through the noise and be a key-differentiator within the non-profit sector for Operation Smile and their donors, volunteers and advocates.
Presented at the DMA Non Profit Conference, Washington DC, January 2008

Published in: Business, Education
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  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile DMA Non Profit Conference Washington DC January 2008 How to Break Through the Noise and Engage Your Donor v JS 1-16-08 Operation Smile Case Study Jann Schultz, Director of Donor Relations Operation Smile, Inc. Jann Schultz is the Director of Donor Relations with Operation Smile, Inc. She is a graduate of Fresno State University in California. Her husband says that she generously put her professional career on hold in order to work full-time as a Navy wife and mother of three, while living in California, Mississippi, Texas, England, and Germany. When he retired from the Navy in 1994, she resumed her professional life in Virginia Beach, Virginia. Combining prior experience in sales with her love for travel, Jann went to work for a national travel company who specialized in marketing through Direct Response TV. After working in the sales, service and marketing departments, Jann found her niche as the Training Manager for over 600 sales and service consultants located in five call centers, including Canada and more than 100 agents who worked “virtually” from their homes. Jann launched several highly successful training initiatives focused on relationship selling and exceptional service during her tenure with National Leisure Group. “Every Lead Counts”, “5 Star Service” and “Customer Connection,” were designed to gain and retain customers by providing a consistent, personal experience through all phases of customer contact, across all channels. Jann has a passion for community service. She has volunteered with Boy Scouts and Girl Scouts for over 20 years, working with youth and adults at the Troop and Council levels. Jann has developed and delivered learning modules to local high students taking elective marketing courses and she has been a judge at the state level for DECA high school programs. Jann was thrilled to make a career change when she was presented with the opportunity to continue her commitment to helping others while employing her professional experience at Operation Smile. Joining Operation Smile just over a year ago, Jann has found many ways to apply her business expertise to the non-profit sector. Leveraging her 12 years of experience in training sales and service consultants in the travel industry, she has introduced a “Donor First Philosophy” to the work of constantly improving and enhancing the donor experience at Operation Smile.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile I hope, if you attended last year’s Washington DMA Non-Profit Conference, you were able to hear Dr. Bill Magee speak. Dr. Magee and his wife Kathy founded Operation Smile in 1982. They traveled to the Philippines to help repair children’s cleft lips and cleft palates. Unfortunately, they were forced to turn away the majority of the children who came to the medical mission to be helped. They left determined to return and help and now, 26 years later, Operation Smile has helped more that 115, 000 children with correctable facial deformities.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Let me pose a few hypothetical questions – what would your team do if….
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Angelina Jolie calls to ask about your missions to Cambodia, Ethiopia and Vietnam?
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: or, what if Lance Armstrong called to ask for details about patient recovery programs?
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: …Or, Donald Trump called and he was requesting details about your fundraising costs?
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Would your team “freeze” because they had to speak to a celebrity? Or would they recognize the key words and phrases used by an Altruist, a Repayer or an Investor type Donor?
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: At Operation Smile - “Thinking Like A Donor” impacts every conversation we have with ALL our donors, who give from small to major gifts, and even when talking to prospective donors. Now…this isn’t a training on donor types, but rather an example of the changes we have made in our organization and how we have incorporated communication strategies into our Donor First philosophy.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: In 2007, Operation Smile implemented a Donor First Philosophy in order to make the Donor’s experience as exceptional as the services we provide to children with correctable facial deformities and their families around the world.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: When I came into the organization, just a little over a year ago, we were facing a variety of challenges that I recognized from my years in the for-profit community. It was just that they were simply expressed slightly differently. You might recognize some of these challenges within your own organization: The Operation Smile culture is focused on delivery of our mission – transforming children’s lives. This is a very critical need when you are dealing with the 4 th most common birth defect in the world. With the launch of a Direct Response TV acquisition program in 2003, there had been a significant increase in donors, but the organization lacked an integrated approach to retaining these new donors. We had haphazard processes in place that lacked efficiency and didn’t consider the impact to the donor. Our small call center, Donor Relations, that handles donor complaints was considered a cost center – non-revenue generating. There had been no formal training of Donor Relations Team or the Development staff in sales & customer service “best practices”
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: The first step was to develop a Customer Focused Strategy – our “Donor First Philosophy” - using best practices of Relationship Selling and Customer Connection strategies and translating them to the Non-Profit world. We then did an Internal Review of process and procedures to see how they fared when you consider the Donor First. We looked at the technology, the procedures and the quality of the data contained in the Donor Database. Were the Donor Relations Team focused on the right activities? Did they have the resources they needed to do their job? Were procedures in place to support the donor during problem resolution? How were “sales leads” – prospective donors, being handled by the Development staff? Who within the team did the research and follow up? Who was designated to move middle donors up the giving ladder? What processes were in place to support the relationship with the donor? And we reviewed our Third Party Vendors Did we have the right vendors? Were our Direct Response programs integrated across channels for consistency of communication to our donors? Were our vendors also putting the “Donor First” during phone interactions and specific tasks such as “time to acknowledge”?
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Quickly, we began implementation on a variety of programs: Our Database Manager, Rebecca Gelinas, worked with Blackbaud, our finance & development teams, to enhance the quality of the data plus create new & improved coding to accurately track response to appeals. We developed a clearly structured way to manage who in the organization handles which donors. Using the Donor Lead Strategy , the Donor Relations team uses relationship sales qualification skills to determine the donor’s needs. They either continue to work with that donor or connect them to the appropriate person. Our Donor Thank You strategy , a clearly structured way based on the level of gift, to identify who in the organization will thank the donor in addition to the required tax receipt/acknowledgement. The Donor SAVES Program was a very strategic move to take the Donor Relations team – who were considered a non-revenue generating cost center, and implement a program that actively works to “save” donations of Monthly Smile Partners. This has been very successful and I’ll share the results in a few moments. We Integrated Direct Response Programs – working with our new Direct Mail Provider, our Internet Marketing Team and Database, we have been able to offer improved alternatives for our donors to give – online and offline – and combined with our database enhancement, track the results!
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Just because you have the strategy and put procedures in place, doesn’t mean the organization buys into the changes. I have found the best way to effect change is through Education & Training, both formal and informal. Training began with the defined Donor First Philosophy to our teams and individuals who are our “first touch” with donors. Utilizing insights from the book, Seven Faces of Philanthropy by authors Russ Alan Prince and Karen Maru File, education and role play activities help team members recognize and respond appropriately to Donor questions and concerns. This is where my team now understands the difference and is able to communicate more effectively with an Altruist Donor, a Repayer Donor and the most challenging call of all, the Investor Donor. Some of the other ways we educate and communicate across the organization – We highlight through e-mail and postings of photographs and letters, our donors - all levels of donors, not just our major gift donors. Such as DJ – a 9 year old - who had a lemonade stand and raised $700 to help children have new smiles and new lives. We hold theme weeks to communicate the Donor First Philosophy and how it impacts the organization. During these weeks, there have been presentations & trainings, E-Mail Communications, postings, games and prizes to educate and inform our staff. We hold professional development book clubs - we purchase and distribute appropriate books, then hold lunch & learn discussion sessions to talk about how to implement concepts and strategies from what we have read. A formal Stewardship Summit was held for our Development Team. Regional team members were brought in from across the country and formal training was delivered on the Donor First Philosophy and team based activities were held on how to incorporate the knowledge gained from the Seven Faces of Philanthropy into every interaction with our major donors.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: So how do you measure success on these various activities and programs? There is a Common Language in use throughout organization . This is through anecdotal results. From a development team member asking “is that best for the donor?” to overhearing a hallway conversation where our COO used the phrase “he’s an investor type.” We now have a common way to communicate about our donors. We have improved Process & Procedure – With a Seven Step Problem Resolution Process & implementation of online viewing capabilities with our new Keying and Caging vendor – these changes have reduced response time to donor questions to 24 hours, not one to two weeks, an 86% Improvement We have improved our Time to Acknowledge Again, with enhancements to our Direct Mail Program with our new vendor, time to acknowledge has improved from 10 days to 48 hours - an 80% Improvement Through implementation of an Integrated Direct Response Program , we now allow the donor to choose the method that is best for them to give a donation. By taking an integrated approach – we consider that no response method is losing donors – the organization as a whole retains these donors and they are giving in the way best suited to them. During our initial test we had: - 473 donations from unique URL’s on direct mail and integrated e-mails - With an average gift of $184.15 from these integrated channels ( this is 63% higher than our direct mail ONLY average gift .) The Donor Relations team is no longer considered a cost center - the SAVES Program resulted in: More than 780 monthly smile partners being retained in our program With a value of more than a quarter of a million dollars in annual donations Unfortunately we often can’t directly track the Intangible results of improved relationships with our donors . It is hard to put a value on engagement and advocacy for our cause. However, I do have a story of one recent experience. The improved quality of interactions can be highlighted by a story. Just before the holidays, a potential donor “just wanted to talk” and my Donor Relations team member tailored her conversation and her answers using her knowledge of the Donor First philosophy and the Seven Faces types. Two weeks later, we received a check for over $13,000. These strategies do work! >>>>>>>>>>>>>>>>>>$68 DM Average Gift / $87,101.50 Total Value of Donations
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: In 2008, we will continue a series of initiatives that will expand and enhance our Donor First program into a more comprehensive Donor Loyalty and Retention Program.
  • How to Break Through the Noise and Engage Your Donor DMA Non-Profit Conference Jann Schultz, Director of Donor Relations Operation Smile JANN: Ultimately, why should we spend all this time and effort on engaging and retaining our donors? For Operation Smile, the answer is very clear. It is through the generosity of our donors that we are able to transform the lives of children with facial deformities. If we are able to reduce the cost of acquisition of new donors through retention of our existing donors we will be able to expand our reach and transform the lives of more children. This is what drives me every day. Thank you!
  • Please call me with any questions about our vendors and to be put in touch with our account representatives.
  • Transcript

    • 1. How to Break Through the Noise and Engage Your Donor Case Study
    • 2. • Operation Smile was founded by Dr. William P. Magee, a plastic surgeon, and his wife, Kathleen, a nurse and clinical social worker. • In 1982, the Magees traveled to the Philippines with a group of medical volunteers to repair children's cleft lips and cleft palates. • They discovered hundreds of children ravaged by deformities, and although they helped many children, the volunteers were forced to turn away the majority of those who sought help. • The Magees saw the need, and Operation Smile was born. 26 years later more than 115,000 children have been helped around the world!
    • 3. What would your team do if…
    • 4. If Angelina Jolie called… …and asked about your international missions?
    • 5. If Lance Armstrong called… …and asked about patient recovery programs?
    • 6. If Donald Trump called… …and asked about costs of fundraising?
    • 7. • The Altruist? • The Repayer? • The Investor? Would they recognize… and respond appropriately? Source: Seven Faces of Philanthropy by Prince and File
    • 8. At Operation Smile “Thinking Like A Donor” impacts every conversation we have with our donors and prospective donors.
    • 9. Operation Smile Donor First Philosophy To make the Donor’s experience as exceptional as the services we provide to children & families served by Operation Smile, around the world.
    • 10. Challenges • Culture focused on delivery of mission – transforming children’s lives • Poor Retention of Donors • Lack of process & procedure that supports a “Donor First Philosophy” • Donor Relations Team considered a cost center - non-revenue generating • Lack of trained staff for implementation of sales & service “best practices”
    • 11. Phase One • Creation of Customer Focused Strategy – “Donor First Philosophy” • Internal Review – Donor Database – Donor Relations Team – Development Team • Review of Third Party Vendors – Direct Mail Provider – Direct Mail Keying & Caging – Direct Response TV Call Center
    • 12. Phase Two • Implementation – Database Enhancement Project – Donor Lead Strategy – Donor Thank You Strategy – Donor SAVES Program – Integrated Direct Response Programs
    • 13. Effecting Change • Education & Training – Donor First Philosophy Training – Seven Faces of Philanthropy – Donor Spotlight Series – HQ Theme Weeks • Presentations, E-Mail Communications, Posters & Bulletin Boards – Professional Book Clubs – Stewardship Summit for Development Team
    • 14. Measures of Success • Common Language • Process & Procedure – 86% reduction in response time to Donor Concerns • Time to Acknowledge – 80% reduction in response time • Integrated Appeals – July – December 2007 – 473 donations – $184.15 average gift • SAVES Program – 780+ Smile Partners – $225,000.00+ Value of Annual Donations • Intangible – Improved Relationships
    • 15. What’s Next? • Phase Three - Donor Loyalty and Retention Program – Additional Donor Relations Staff – Expanded opportunities to reach out & retain donors – Ongoing evaluation of our vendors – Continuous review of integrated direct response programs – Continued improvement of communication materials to be Donor First – Expanded Education & Training
    • 16. Why? Help more children…
    • 17. Contact Information Jann Schultz, Director of Donor Relations Operation Smile +1 757.321.7645 +1 757.593.6560 jschultz@operationsmile.org Twitter: @jannschultz LinkedIn: Jann Schultz
    • 18. Appendix • Partners • Recommended Reading
    • 19. Operation Smile Partners • Russ Reid Company – Direct Response Agency • Merkle Response – Keying and Caging – Online Image Viewing – Acknowledgements • Blackbaud – The Raiser’s Edge – Donor Database
    • 20. Book Club Recommendations • Non-Profit Development – Seven Faces of Philanthropy, by Prince & File – The Zen of Fundraising, by Burnett • Customer Service/Relationship Selling – Exceptional Customer Service by Ford – Best Practices in Customer Service by Zemke – Relationship Selling by Cathcart – Eight Competencies of Relationship Selling by Cathcart • Personal Development – Now Discover Your Strengths, by Buckingham & Clifton – Go Put Your Strengths to Work, by Buckingham – How Full is your Bucket?, by Rath & Clifton • Management/Leadership Development – First, Break All the Rules, by Buckingham – Coaching & Mentoring: How to Develop Top Talent, by Harvard Business Press – The Extraordinary Leader by Zenger & Folkman – The One Thing You Need to Know, by Buckingham • Organizational Development – Good to Great, by Collins – Good to Great in the Social Sectors, by Collins – Made to Stick, by Heath and Heath – The Tipping Point, by Gladwell – Blink, by Gladwell

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