Three Steps to Converting
Three Steps to Converting
       Members to Donors

   Members to Donors
       Friday, March 23...
Three Steps to Converting Members to Donors




Objectives:
1. Learn how to use the opportunities you have with members ev...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



1) Learn how to use the opportunities you have with
   members every day to...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



2) Learn to build member connectedness by listening
   and collecting the r...
Three Steps to Converting Members to Donors



3) Leverage existing systems to convert members
   to donors
   It’s about ...
Three Steps to Converting Members to Donors



3) Leverage existing systems to convert members
   to donors
   It’s about ...
Three Steps to Converting Members to Donors



3) Leverage existing systems to convert members
   to donors

   It’s about...
Three Steps to Converting Members to Donors



3) Leverage existing systems to convert members to
   donors



QUICK WIN T...
Three Steps to Converting Members to Donors




3) Finally, make the ask!

   The ask can be done in many ways
  –   In pe...
Three Steps to Converting Members to Donors




For more discussion….

   http://forums.blackbaud.com/forums/35.aspx




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YMCA Online User Group Members To Donors

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Based on NAYDO session presented by Mary Walter (YMCA Charlotte) and Jim Bush, CFRE (Blackbaud).

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YMCA Online User Group Members To Donors

  1. 1. Three Steps to Converting Three Steps to Converting Members to Donors Members to Donors Friday, March 23, 2007 Jim Bush, CFRE Mary Tucker, YMCA of Greater Charlotte Presented by: Jim Bush, CFRE Kevin Kreamer YMCA Online User Group Wednesday, August 20, 2008
  2. 2. Three Steps to Converting Members to Donors Objectives: 1. Learn how to use the opportunities you have with members every day to engage in Storytelling. 2. Learn to build member connectedness by listening and collecting the right information. 3. See how the systems you already have in place are conducive to converting members to donors—in a way that is especially attractive to members of all economic levels. Attendees should gain several ‘quick win take-aways’ that can be easily implemented at your own Y YMCA Online User Group | Jim Bush | Page #2
  3. 3. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling It has to begin with your staff (every staff person) – They cover so much more ground than you ever will • Hire for it…..Continually train for it • Mission Moments – at every opportunity • Staff has to walk the talk • Make Storytelling part of your culture Membership studies show that our members aren’t hearing ‘The Story’ YMCA Online User Group | Jim Bush | Page #3
  4. 4. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling QUICK WIN TAKE – AWAY: Mission Moment Exercise – Begin all meetings with a volunteer or staff member sharing a mission moment. It becomes contagious after a while! YMCA Online User Group | Jim Bush | Page #4
  5. 5. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling It begins before someone becomes a member – What story does your facility tell? Your staff? – Tours & Orientation – Telling stories in the membership packet – If your staff believes in the mission…they can make the ask – Strategy extends to non-member participants YMCA Online User Group | Jim Bush | Page #5
  6. 6. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling QUICK WIN TAKE – AWAY: Audit your facilities, membership/program materials and website. What story is your YMCA telling? YMCA Online User Group | Jim Bush | Page #6
  7. 7. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling Marketing is an integral part of telling the story of your mission – There needs to be a definitive plan that is consistent and integrated with your mission – The messaging has to be consistent with what’s happening at the branches/centers – Reach out to your members in ways to which they will respond – Marketing cannot happen only during the campaign YMCA Online User Group | Jim Bush | Page #7
  8. 8. Three Steps to Converting Members to Donors 1) Learn how to use the opportunities you have with members every day to engage in Storytelling Remember… – Tell your Y’s story from day one, as often as you can, in as many different ways as you can to as many members (and non- members too) as possible – Use your marketing to reinforce your mission. But, marketing cannot replace staff and volunteers YMCA Online User Group | Jim Bush | Page #8
  9. 9. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information When you listen you can capture information about the interests, motivations and passions of our prospects – Who is listening? – What are you listening for? – How will you use the information we gather? – What external data do you need to supplement the profile? YMCA Online User Group | Jim Bush | Page #9
  10. 10. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information QUICK WIN TAKE – AWAY: Develop a simple profile template/survey that makes it easy for program/membership staff to capture member info and share with the development office YMCA Online User Group | Jim Bush | Page #10
  11. 11. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information It begins with pre-members – As you tell your Y’s story, you should listen as much as you talk (maybe even more) – “You can workout anywhere, but you belong at the Y” – Make sure you know what information you want to collect – train your staff to ask the right questions – Always follow up and ask more questions YMCA Online User Group | Jim Bush | Page #11
  12. 12. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information QUICK WIN TAKE – AWAY: Develop Y stories that all staff and volunteers can easily communicate Collect information needed to match your pre-member with your mission and with their interests YMCA Online User Group | Jim Bush | Page #12
  13. 13. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information What do you do with new members? – First, you have to know who your new members are – Create a system that touches new members often and solicits appropriate feedback • Welcome letter • One-month, two-month, three-month follow up letters, calls • Satisfaction survey (which gathers much more than just satisfaction) • Anecdotal information collected by staff YMCA Online User Group | Jim Bush | Page #13
  14. 14. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information QUICK WIN TAKE – AWAY: Develop relationships with new members right away Gather and refine information to match their interests with your needs YMCA Online User Group | Jim Bush | Page #14
  15. 15. Three Steps to Converting Members to Donors 2) Learn to build member connectedness by listening and collecting the right information Veteran members can tell you lots without saying a word – Use the membership and program information about members – Are veteran members giving? What percentage donates? – Develop a process for staff and volunteers to provide you with information about members (the front desk staff person who sees the early AM swimmer every morning…) – Use your veteran members to collect information from your new members (Ambassador program) YMCA Online User Group | Jim Bush | Page #15
  16. 16. Three Steps to Converting Members to Donors 3) Leverage existing systems to convert members to donors It’s about people, process and technology – Think of your staff and volunteers as a system through which you can gather information – Reward people for the information they give you – Continually train staff and volunteers to tell your Y’s story and to collect current, relevant information – Complete the circle – let your staff and volunteers see how their efforts help bring in dollars YMCA Online User Group | Jim Bush | Page #16
  17. 17. Three Steps to Converting Members to Donors 3) Leverage existing systems to convert members to donors It’s about people, process and technology – Staff and volunteers must have an easy way to convey the information they gather (and they must know what information is important) – Only collect the information you know you need and can actually use – this should change as your initiatives change – Processes should work with all staff and volunteers, not just program directors and board members YMCA Online User Group | Jim Bush | Page #17
  18. 18. Three Steps to Converting Members to Donors 3) Leverage existing systems to convert members to donors It’s about people, process and technology – Wouldn’t it be great if your membership database talked to your development database? – If you cannot do this, pull information out of both systems and use tools like Excel, Word, Access to compile information and make it available to query – Personal asks, matched to member interest and giving preferences will result in more, larger gifts, especially if you tell the Y story! YMCA Online User Group | Jim Bush | Page #18
  19. 19. Three Steps to Converting Members to Donors 3) Leverage existing systems to convert members to donors QUICK WIN TAKE – AWAY: Combine membership and program information, along with personal information to target the right ask for the right purpose YMCA Online User Group | Jim Bush | Page #19
  20. 20. Three Steps to Converting Members to Donors 3) Finally, make the ask! The ask can be done in many ways – In person – By phone – During an event – By direct mail – Through a newsletter Give options for giving that match donors’ preferences – One-time gift – Recurring gift (small gifts, more often = bigger money) – Planned gifts – Capital pledge YMCA Online User Group | Jim Bush | Page #20
  21. 21. Three Steps to Converting Members to Donors For more discussion…. http://forums.blackbaud.com/forums/35.aspx YMCA Online User Group | Jim Bush | Page #21

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