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Midlevel donor stewardship

Midlevel donor stewardship






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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

Midlevel donor stewardship Midlevel donor stewardship Presentation Transcript

  • 1 Mid-Level Donor Stewardship - Fixing Your Hourglass or Sombrero Shaped “Pyramid”! Lynne M. Wester Yeshiva 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 Retention Growth Influence 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 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
  • 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
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  • Questions? Comments • Lynne Wester • wester@yu.edu • www.donorrelationsguru.com • Friend me on Facebook • Follow me on Twitter @donorguru