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2012 sedrcmidlevel

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  • 90 / 10 rule; 90% of dollars coming from 10% of gifts (major giving)…10% of dollars coming from 90% of gifts (annual fund)Annual fund necessary to identify next generation major giversWe know this as fundraisers, yet our structures and systems do not support the total donor pyramid.
  • Analyze current situationMid-Level donors (Do you have a pyramid or sombrero?)Real retentionIdentify potential and interestFind popcorn eaters; Leverage active & passive dataProfile your Mid-Level prospect’s behavior, demographics, motivationsDevelop strategiesThe Matrix: Multi-Channel, IntegratedHigh tech, highly personalEstablish timelines and measures of successSet appropriate ROI, metricsTake a long-view of 3-5 yearsMake the CaseCreate the win-win; Innovate on internal politics, silos, change managementExternal messages updatedRefine for the futureData collection, analysis and managementProspect managementMulti-year donor-centered focusOrganizational structures to support achieving lifetime value of the donor

Transcript

  • 1. 1 Mid-Level Donor Stewardship Lynne M. Wester Yeshiva University
  • 2. 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?
  • 3. The Collapsed Giving Pyramid Annual Fund Major Giving What’s Missing? No real focus on mid-level donors The Giving Gap
  • 4. The Donor Sombrero
  • 5. • Donor Intelligence Driven • Multi-Channel & Truly Integrated • High Tech • Highly Personal • Appropriate ROI Measurements What Mid-Level Strategy Looks Like
  • 6. Determining Interest PASSIVE DATA • Demographics • Historical Giving Data • Mail – Responders Only • Interactive / Online • Open rates • Click-thru rates • Video view rates • Multiple sessions • Response rates • Heat map
  • 7. Determining Interest ACTIVE DATA • Face to Face • Survey – What are the most important questions to ask? – What can we learn? – Rate your loyalty, connection points, likelihood to give • Cross-Channel Integration • Involvement
  • 8. 1. Analyze current situation 2. Identify Mid-Level potential and donor interest 3. Develop Mid-Level strategies 4. Establish timelines and measures of success 5. Creating Accountability 6. Make the Case; Create win-win 7. Refine for the future Implementation Plan Steps Changing the Culture
  • 9. Calendar Approach • 9/2011 Thank You postcard • 10/2011 Hanukkah Dinner Invite • 11/2011 Thank A Donor card mailed • 11/2011 Send email invite to YC play 1776 • 12/2011 Mail Hanukkah postcard/museum invite • 1/2012 email invite to private screening of "Footnotes" • 2/2012 Soy Seforim Sale invite • 2/2012 Purim Postcard with recipe for hamentashen • 3/2012 thank a thon • 3/2012 Scholarship Reception invitation • 4/2012 Scholarship impact piece mailed • 5/2012 Invitation to commencement mailed • 6/2012 end of FY thank you postcard • 8/2012 Calendar with student art work
  • 10. 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, use • Personalize everything for the individual – no excuses! • Don’t be afraid to let go and be transparent once framework exists
  • 11. Examples
  • 12. Examples
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  • 16. Examples
  • 17. Questions? Comments • Lynne Wester • wester@yu.edu • www.donorrelationsguru.com • Friend me on Facebook • Follow me on Twitter @donorguru