Heritage365 money museums - the funding conference 2007-04-25

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People, Process, Technology:
Helping Fundraisers and Donors
Azadi Cevet
Senior Consultant, Blackbaud Europe Professional Services
25 April 2007
Heritage 365: Money / Museum – The Funding Conference

Consulting Services | Page 2Money/Museums - The Funding Conference
© 2004 Strictly Confidential Material and Property of Blackbaud
People, Process, Technology
 Two Arts Organisation Case Studies
 One Health Organisation
 People, Process, Technology
Agenda

Case Study One
 2002 – Minor Donation (£20)
 2002 – Thank You Letter Received
 2002 x 1 – Ask for money
 2002 x 2 – Champagne reception invite
 Told organisation that I have moved address
Smaller arts organisation I gave to in 2002

Case Study One
 Pro:
– Actually asked me
– No more mailings!
 Cons
– Could be e-mailings
– Could be I need a different relationship
 Why
– Supporter Relationship Management system
not queried
Pros and Cons

Case Study One
People, Process…

Show Type Performance/Recency of Ticket Purchase
Case Study One

Case Study One
Keep Me Engaged!

Case Study One
Wikipedia: Volunteer Involvement for the 21st
Century

Case Study Two
 2001 - Minor Donation
 Received Thank You Letter
 2003 - Received Mailing for One-Off Gift
 Another Minor Donation
 2004 - Received Mailing for One-Off Gift
 No donation
 No more mailings
 No more relationship
National Arts Organisation I gave to in 2001

Case Study Two
 Pro:
– Actually asked me
– No more mailings!
 Cons
– Could be I need a different relationship
 Why
– I was not a cost-effective donor
– Change in organisational strategy
Pros and Cons

Case Study Two
The Donor Pyramid
Museum Visitor
Friend
Donor
Major
Donor

Case Study Two
What is the right pyramid?
 Advocates
 Gift Membership
 Customers
 New Buyers
 Prospects
 Suspects
 Wiki-volunteer
 Online Activists
 Forum user
 Email Receiver
 Online Visitor
 Potential
 Speaker
 Conference
 Regular Attendee
 Event Attendee
 Ticket Buyer
 Interested

Who’s Online?
Who Is Online?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-29 30-49 50-64 65+
1994 2000 2004
Internet Users by Age Group
1994 to 2004
350% Growth 311% Growth 530% Growth 271% Growth
Age:
% Growth:
Who’s online? Your donors!

Engage Online
Involve Your Constituents (if they build it, they will come)
 Ask for them to join in
– Volunteer
– Blog
– Advocate
– Participate in an event
– Subscribe to a newsletter
 Get feedback on areas they have expressed interest
– Acknowledge their interests
– Offer additional information
 Get feedback on how to improve
– Surveys and polls
– Readily offer email contacts

Case Study Three
 2004 – Recurring Gift pledged
 2005 – Received Thank You Letter
 Mid 2005 – Ended Recurring Gift
 Autumn 2005 – Received
 Xmas 2005 – Received Ticketed Event invitation
 2006 – Received letter asking for one-off gift
 Gave Donation
 2007 – Received one ask for one-off gift
Health Charity I gave to in 2004

Case Study Three
 Pro:
– Found out what kind of donor I was
– Didn’t ask above my level
– Balanced number of mailings
 Cons
– Poor to thank
 Why
– I was not a regular donor
 For this organisation
– I was a one-off donor
– I was not a volunteer
 Effective strategic management
Pros and Cons

Case Study Three
Member of
the Public
One-Off
Donations
Regular
Donations
Major
Donations
Cultivation Cultivation Cultivation
The Virtuous Cycle

Case Study Three
The Analytical Cycle

Case Study Three
 Corporate Fundraiser
 Prospect Researcher
 Thanking
 Banking
 Filing

A true solution is more than just a technology or product, and it
begins by aligning the key elements of an organisation.
Blackbaud’s Total Solution
People  Fundraisers, Finance, Marketing, Events,
Membership, Directors, and technology experts
 Inject best practices and thought leadership
Process  Collaborative end user-driven design approach
 Tailored training curriculum
Technology  User friendly, fundraising-specific functionality
 Integrated software solutions

 Additional challenges in adopting a Supporter centric approach
– Processes can be fragmented across
 Education database
 Marketing databases
 Fulfillment centres
 Membership system
– Supporter Interactions are often not captured and shared across the organisation.
 There is a need for a new approach and cost effective solutions that enable
Supporter management and help get rid of “organisational amnesia”
 Ultimately, charities should aim to provide supporters with an excellent
customer experience which puts the relationship and the supporter at its
centre. In this way, organisations can realise the true value of a supporter
centric strategy
To be truly supporter-centric, organisations must align their
organisation, people, processes and technology around the
supporter
Adopting an SRM Approach

Our Consulting Foundation
Blackbaud believe fundamentally in supporting fundraisers to
understand their business process challenges and underpin them
with award-winning software, proven industry experience, and
unmatched product support.

Questions?
Azadi.Cevet@Blackbaud.co.uk

Heritage365 money museums - the funding conference 2007-04-25

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