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Midlevel donor stewardship

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Midlevel donor stewardship

  1. 1. 1 Mid-Level Donor Stewardship - Fixing Your Hourglass or Sombrero Shaped “Pyramid”! Lynne M. Wester Yeshiva University
  2. 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 Fund Major Giving What’s Missing? No real focus on mid-level donors The Giving Gap
  4. 4. What is your shape?
  5. 5. Donor Relations Stewardship and Impact reporting Acknowledgment Recognition Engagement Retention Growth Influence Nondonors
  6. 6. • Donor Intelligence Driven • Multi-Channel & Truly Integrated • High Tech • Highly Personal • Appropriate ROI Measurements What Mid-Level Strategy Looks Like
  7. 7. Determining Interest PASSIVE DATA vs ACTIVE DATA
  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 • 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
  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 • Personalize everything for the individual – no excuses! • Don’t be afraid to let go and be transparent once framework exists
  11. 11. Examples
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  17. 17. Questions? Comments • Lynne Wester • wester@yu.edu • www.donorrelationsguru.com • Friend me on Facebook • Follow me on Twitter @donorguru

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