Stewardship: It's about people


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A session on 'Stewardship' given at IoF Yorkshire 2013. Great feedback and lots of audience participation.

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  • So here we are at... Is it going well so far?I’m Kathy and I am the Chair of the London region IoF groupI also have been in fundraising agencies for 13 yearsI am motivated to make my life the best it can be and have amazing experiences, who is with me on this? Put your hand up if you do not want to have a good and happy life? (No hands go up)That’s good, I’d be worried if some one did put there hand up there!We have a connection, we all want to be happy. Not just us in this room but everyone in the worldDonors are part of this group looking for happiness.So I suggest that our job is to be part of making their life happy through their experience with us.
  • Some how we have developed some buzz words like donor centric, supporter journey, stewardship. Don’t get me wrong I use these words too but what do they actually mean?
  • But what does THAT mean? Let’s drill it down and try and find the real meaning
  • We assume people want to giveBut if they are going to keep giving, we need to do more than just ASKKeep them motivatedGive them a good feeling when they do something amazing Make a donation,get involved in an event, tell their neighbour about youExample – when you were a kid and your mum said well done to something.... Praise, recognition, pride, physically what happens isendorphines zoom up into your to your brain
  • Or how about this for an idea?
  • Twitters new micro blogging video app called Vine6 sec video filmed by you on a phone and it runs on a loopHow good is this for quick interactive ways to engage with a donorUsing video brings you aliveYou can make it personal in the same way you would respond with a tweet or a personal letterHere is a few more.
  • 15 mins to create and report back
  • Thank you letters
  • Welcome packs
  • Thank yous
  • Welcome packs
  • Social media
  • AICR made a story book of real people who had survived or family members who had not, they sent it to all their legacy prospects and ask them if they had a story
  • Random acts of kindness or MAGICWhat can you do that could be seen a little bit special to the donorSend them something on their birthdayFind out any important info about them, note it down and relay it back to them another timeWhat about if you have just heard a success story from one of your projects, tell all your donors about it. This can work well for major donors where you might have less people to look after than in the individual giving team. How many people look after high value or major donors?Small charity or small no of donors – opportunityRecent, real and relevant, they will love it.
  • Cash donors, monthly regular givers - newsletters social mediaMajor donor - personal phone call from the CEO or a beneficiary might be appropriateCorporate – reminder of when they took part in an event, and its one year onThat is all outgoing What about incoming?
  • Answering a query or complaint personallyIt is important to the donor to be heardOf course a complaint can be flipped and seen as opportunity. If they complain it means they care and so you might find it easy to bring them around and gain back their support. Listening is a great skill in these circumstances
  • I would also suggest it is about how..People are going out socially with their friends, perhaps at a dinner party. They are going to tell people where they work or volunteer for. Everyone they speak to is a potential donor to your cause.
  • I think we can liken this to our personal relationships
  • What is lifetime value, what does it mean?
  • AICR recruit and maintain most of their regular supporters through multiple channels and they have the best retention of their supporters at over 80% year on year.HMB for example has lots of touch points through phone and mail. Slow burn, lots of stories, options on how I support.
  • I get a newsletter updating me on the all the fab work.
  • If you compare that to other methods at just 65% retention, this means they can save even more lives from cancer
  • Merlin a small international development charity, are great at their donor engagement. They are using money boxes, emails, social media, events – (the plumpy nut challenge) to get their donors involved.
  • Kilbryde hospice firewalk
  • Bread and butter community and events fundraising. Kept it cheap by using social media to engage with fundraisersStewardship = Event march, launched on twitter in Dec to recruit but from Jan it switched to stewardship to talk to the fundraisers and encourage to join the online communityTold stories of the fundrasiers through:TwitterFacebookSpotify play list that had a fire theme – friends could recommend songs to be added to the play listAfterwards as well they had chilli chocolate that had been donated from Hotel Chocolat, which the FR loved
  • Alison Martin nominated Sane for their great stewardship when she did a run for them:I recently took part in the Great South Run for SANE, the mental health charity. From the first point of contact they were quick and friendly with email responses and in sending promised resources. They offered me a range of publicity materials, but sent only what I'd asked for (so no wastage in terms of postage or resources).I was mainly raising funds via Just Giving on Facebook and when I 'tagged' SANE they kindly shared the post and thanked me for fundraising. After the event I received a (prompt!) thank you letter which included the amount raised on my JG site (at the time), including mention of the offline amount and the Gift Aid. I'm sure it was a standard TQ letter, but it was personalised to a level I was more than happy with.A week or so after the event (and after me harassing more friends/family for donations!) I was thrilled to be pictured on SANE's FB page, with a gold star around my picture, being named as 'Fundraiser of the Week'! It didn't cost SANE much to use/edit my photo, but it's bought them an awful lot of supporter loyalty from me, and I've been singing their praises to anyone who'll listen so it's also got them a fair bit of word-of-mouth promotion...
  • Connecting donor with the beneficiary. You are the vehicle to get from where they are right now to understanding the impact they are having.
  • If there is one thing you take away from this and can do from tomorrow, please refer to your donors by name in any letters you send out.
  • Stewardship: It's about people

    1. 1. Stewardship: It’s about people... people.Kathy Allen Freelance Marketing
    2. 2. Kathy Allen Freelance Marketing
    3. 3. What does ‘stewardship’ actually mean?Kathy Allen Freelance Marketing
    4. 4. To us... • Literally – it is about ‘stewarding our donors’ • ‘Moving our donors through a journey with us’Kathy Allen Freelance Marketing
    5. 5. What do you think it means? • Well, we are trying to get them to give again • We want to ask them for more • We are trying to give them an experience • We are trying to make them feel good Making their life happy through their experience with us.Kathy Allen Freelance Marketing
    6. 6. What does it mean to a donor? If you were a donor how would you think of what is happening when you hear from a charity? You probably wouldn’t consider yourself to be ‘stewarded’ or ‘moved through a journey’Kathy Allen Freelance Marketing
    7. 7. You would probably say things like... Ah, that’s nice, that charity I support just called me to say thank you. Do you know, the other day I got a little card from the kid I sponsor in Africa.Kathy Allen Freelance Marketing
    8. 8. Surely it’s about raising more money? There are two ways to get more money: Ask more people Ask the same people for moreKathy Allen Freelance Marketing
    9. 9. More than just an askKathy Allen Freelance Marketing
    10. 10. So, how do we give that to our donors without a physical pat on the back?Kathy Allen Freelance Marketing
    11. 11. • Thank you letters • Phone calls • Hand written notes • Photos • Telling them stories that are relevant and movingKathy Allen Freelance Marketing
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    17. 17. Quick challenge • Create a 6 sec vine • Groups • Choose one charity • Make a 6 sec vine on paper • Show it to the rest of usKathy Allen Freelance Marketing
    18. 18. Engaging with peopleKathy Allen Freelance Marketing
    19. 19. Take some examples from the non charity worldKathy Allen Freelance Marketing
    20. 20. Charity examplesKathy Allen Freelance Marketing
    21. 21. Kathy Allen Freelance Marketing
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    25. 25. AICR legacy story book
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    27. 27. Different for the type of donorKathy Allen Freelance Marketing
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    29. 29. How you answer the mainline phone number Everything everyone in the organisation says and does. You are 24 hour advocatesKathy Allen Freelance Marketing
    30. 30. Every touch point that a donor can have, has the potential to be amazing, and give them the experience that means they will support again...and stay with you long term.Kathy Allen Freelance Marketing
    31. 31. How is this for an analogy?Kathy Allen Freelance Marketing
    32. 32. EngageKathy Allen Freelance Marketing
    33. 33. Convert
    34. 34. Care
    35. 35. Stewardship: How do we measure it? • Attrition/retention – make sure your database can measure this • Anecdotal – what have you received from supporters • Lifetime value – measuring the value of one donor over the course of their lifetimeKathy Allen Freelance Marketing
    36. 36. Ok, so where is the evidence that doing all this, works?Kathy Allen Freelance Marketing
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    42. 42. Overall AICR retain 80% of their donors With only 2% dropping out each yearKathy Allen Freelance Marketing
    43. 43. Impact • In last 3 years, additional £3.38m income, £4.04m including Gift Aid • Reduce attrition by 0.5% • = £100,000 for them • = another grant funded • What would it mean for you?Kathy Allen Freelance Marketing
    44. 44. Impact • With the money boxes they are also seeing donor retention around about 80% in the first year and only 1% dropping out each year. Across the board • Attrition was 52% • Changes to their comms and increased the number of channels being used • Now 27%Kathy Allen Freelance Marketing
    45. 45. Kathy Allen Freelance Marketing
    46. 46. What about smaller budgets?Kathy Allen Freelance Marketing
    47. 47. Kilbryde hospice firewalk • Took a big idea and made it work for a small local charity • 25 fundraisers took part (200 friends and family) • Local press, TV • Online community • Raised £6,500 • £243 av. per personKathy Allen Freelance Marketing
    48. 48. Impact 15 Firewalkers engaged with them on social media. They generated an average gift of £305. 10 Firewalkers who never shared or engaged with them on social media. They generated an average gift of £198.Kathy Allen Freelance Marketing
    49. 49. Kathy Allen Freelance Marketing
    50. 50. Examples from youKathy Allen Freelance Marketing
    51. 51. Remember this about the return You spend most of the money up front to get them, but perhaps worrying about spending money on keeping them. If they are giving £100 per year, then the small amount of money for something on social media, an email, or even a phone call several times a year is definitely worth itKathy Allen Freelance Marketing
    52. 52. Other easy things to remember • Try to get a good feeling/experience • Every contact should be emotional - communicate with emotion and passion • Tell a personal story • Don’t talk about the organisation • Talk about the impact through storiesKathy Allen Freelance Marketing
    53. 53. The one we all talk about, but yet it is still happening... “I got a letter the other day addressed ‘Dear supporter’, I’ve given thousands and they can’t even be bothered to find my name”.Kathy Allen Freelance Marketing
    54. 54. ‘Building donorloyalty is the singlebiggest challengefacing our sectortoday.’Professor Adrian Sargeant
    55. 55. Sources and thanks • • • Stuart Glen at Kilbryde hospice @stuglen • All the other charities mentionedKathy Allen Freelance Marketing
    56. 56. Thank youKathy Allen Freelance Marketing
    57. 57. Making it happen forinfluential fundraisers 07894 980 279 @kathyallen