Casedrmidlevel

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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 givers We know this as fundraisers, yet our structures and systems do not support the total donor pyramid.
  • Analyze current situation Mid-Level donors (Do you have a pyramid or sombrero?) Real retention Identify potential and interest Find popcorn eaters; Leverage active & passive data Profile your Mid-Level prospect’s behavior, demographics, motivations Develop strategies The Matrix: Multi-Channel, Integrated High tech, highly personal Establish timelines and measures of success Set appropriate ROI, metrics Take a long-view of 3-5 years Make the Case Create the win-win; Innovate on internal politics, silos, change management External messages updated Refine for the future Data collection, analysis and management Prospect management Multi-year donor-centered focus Organizational structures to support achieving lifetime value of the donor
  • Casedrmidlevel

    1. 1. 1 Mid-Level Donor Stewardship Lynne M. Wester Yeshiva University
    2. 2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 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. 3. The Collapsed Giving Pyramid Annual FundAnnual Fund Major Giving What’s Missing? No real focus on mid-level donors The Giving Gap
    4. 4. The Donor Sombrero
    5. 5. • Donor Intelligence Driven • Multi-Channel & Truly Integrated • High Tech • Highly Personal • Appropriate ROI Measurements What Mid-Level Strategy Looks Like
    6. 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. 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. 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. 9. Calendar Approach • August- Champions Gate Wrap up Piece • September- YU Tomorrow Mailing, Rosh Hashanah email greeting • October- Hanukkah Dinner Invite, Medical Ethics Conference Wrapup, Invitations to YU Museum Event • November- Report of Donors/ Honor Roll and Donor Recognition Event • December- Hanukkah Dinner Slideshow • January- Soy Sepharim Sale Announcement and Follow Up • February- Scholarship Impact Piece • March- YU Tomorrow Mailing • April- Impact of Giving Report • May- Commencement Invitation and Webcast COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9
    10. 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 COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10
    11. 11. Examples COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11
    12. 12. Examples COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12
    13. 13. Examples COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13
    14. 14. Examples COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14
    15. 15. Questions? Comments • Lynne Wester • wester@yu.edu • www.donorrelationsguru.com • Friend me on Facebook • Follow me on Twitter @donorguru COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15

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