SlideShare a Scribd company logo
Relationship
Fundraising
Where do we go from here?
www.pursuant.com/relationshipfundraising
“Boost Revenue with Donor Surveys”
DR ADRIAN SARGEANT
Author, Building Donor Loyalty
Fundraising Principles & Practice
Director, Centre for Sustainable
Philanthropy
Adrian.Sargeant@Plymouth.ac.uk
IAN MACQUILLIN
Founder & Director
Rogare Fundraising
Think Tank
Ian.Macquillin
@Plymouth.ac.uk
@rogareFTT
@ianmacquillin
@adriansargeant
Centre for Sustainable Philanthropy
• The Centre for Sustainable Philanthropy is the only
academic centre focused on growing philanthropy in a
sustainable way, by enhancing the quality of the
experience for the donor or philanthropist.
Rogare – fundraising think tank
• Rogare is the engine that turns academic ideas into actionable
information for fundraisers, by pulling together academic and
practitioner branches of the profession.
• We aim to change the way fundraisers use theory and
evidence to tackle the biggest challenges facing their
profession.
‘Critical Fundraising’
• Critical Fundraising is a concerted attempt to critically
and constructively evaluate issues and provide practical
solutions to them.
• Our objective is to use the lens of Critical Fundraising to
achieve a paradigm shift in the way the fundraising
sector interprets the concepts that lie at its heart and
meets the challenges that confront it.
‘Critical fundraising’
• Under-researched
Topics where there is simply not enough reliable data to inform
current practice. Our aim is to find out what research does exists
and suggest how this could be used by practitioners.
• ‘Under-thought’
Topics where the arguments, discussions and debates lack
cohesion, substance and/or internal logic. These are likely to be
characterised by the same rhetorical arguments being trotted out
time and again (from within the sector as well as without) but little
progress actually being made.
Relationship fundraising
• Principles outlined by Ken Burnett in 1992
• Dominant mode of thought
• But little agreement about what a
relational approach means practical
• Review and ‘refashion’
Outline of the project
pursuant.com/relationshipfundraising
• Volume 1 – review of theory from
relationship marketing
• Volume 2 – review of theory from
social psychology
• Volume 3 – trends and challenges
identified by practitioners
• Volume 4 – summary report
Trends and Challenges
Volume 3
Different British and American ‘schools’ of RF
What is ‘Donorcentrism’?
Failed internal relationships and the need for an
organisational culture of philanthropy
Evidence and measurement
Donorcentrism
“Essentially, this is about placing the donor, or prospective
supporter, at the heart of all your activities; planning and
executing your fundraising according to what is most likely to
strengthen your relationship with them, according to their
preferences, rather than what you, the fundraiser, may simply
assume will be most beneficial for your charity.”
British charity fundraiser
“Goal: To acquire and retain donors based on ‘them’ not ‘us’.”
North American consultant
Donorcentrism
Understand donors
Connect them to a cause
Focus on the cause, not the organisation
Build ‘deeper’ relationships with them
Develop ‘two-way’ communications
Understand donors
“I began to think from my donors’ perspective. I considered what
experiences might delight them. My boss started to call me the
“Director of Donor Experiences”. So I tell development staff their
mission is to understand their donors. To get inside their donors’
heads. And to really enjoy being philanthropy guides and facilitators.”
North American consultant
“In my mind it’s really about being intentional about connecting with
your donors on a very personal level, getting to know them,
understanding their motivations, and considering them partners in your
mission and organization.”
North American nonprofit fundraiser
Connect donors to a cause
“We see them as stakeholders and shareholders in our organization
and the outcomes we achieve together. We are bold in letting them
know that we still need them and make it clear why.”
British charity fundraiser
“The strength of relationship fundraising is that is provides fundraising
practitioners with a framework for our organizations to connect with
donors around our common goals and dreams, bring donors closer to
our work, and facilitate the change they desire to see.”
North American nonprofit fundraiser
Focus on cause, not organization
“We turned our thinking through 90º from “Our charity is awesome. – We
helped 100,000 children last year. Thank you for your help” to “You are
awesome. You changed a child’s life last year. Would you like to change
another child’s life today?”…Effective fundraising is not about your
excellence. It is about your donors, and what they can achieve through
you.”
British consultant
“In theory, relationship fundraising intends to establish and nurture a
meaningful connection between a charity and its donors. But some
charities over time come to view themselves as the beneficiary of donors’
philanthropy, rather than a service delivery partner or financial conduit
flowing donor’s philanthropy to community beneficiaries.”
North American nonprofit fundraiser
A deeper relationship
“Relationship fundraising’s goal is to identify those donors who care
about an organization or cause, then engage and empower to deepen
those relationships in a mutually beneficial way to increase
philanthropic investments, which support mission advancement.”
North American consultant
“During the interactions both parties build up a better picture of each
other and their strengths and maybe weaknesses. This will enable the
optimum ask for both sides to be presented and an increased likelihood
of a positive response due to the donor having a deeper understanding
and closer relationship with the cause.”
British charity fundraiser
Two-way communications
“The value exchange it provides between supporters and the charity
they chose to support. It helps to debunk the fallacy that giving to
charity is a one-way street and replaces this with a valuable socially
responsible activity that rewards and enriches both sides.”
British charity fundraiser
“In encouraging the donor’s views to be heard, the organization must
undertake to listen and act accordingly. That is not to say that any
donor view must be seen as the right one but it is important that all staff
and trustees go into such an exchange with an open mind, ready to
consider adaptation.”
British consultant
Two-way communications
Excellence theory of public relations
Press agentry
Public information
Two-way asymmetical
Two-way symmetical
Grunig, J.E. and Grunig, L.A, (1992). ‘Models of Public Relations and Communication’, in:
Grunig, J.E. (ed) (1992). Excellence in Public Relations and Communications Management,
Lawrence Erlbaum Associates, New Jersey
Two-way communications
“It is not an information exchange – the potential donor is getting a lot
of information. S/he is giving feedback that is largely ignored. Further
information about the same program or perhaps a different program is
then shared. This loop continues: there is no progression. This fault in
the progression can sit with a poorly-trained fundraiser who thinks that
relationship building is the same as information sharing.”
British consultant
Intra-organisation relationships
“One major weakness of relationship fundraising is that the governing
board and leadership volunteers are not sufficiently engaged in the
process. Most times, the fundraising process is invisible to the board
until there is a shortfall of funds. Often relationship fundraising is left
mostly for staff to fulfill and failures are aligned with them [staff] even
though they [trustees] are responsible for the financial health of the
organization. More effort should be placed on keeping fundraising
efforts high on an organization’s board agenda. Embracing a
relationship fundraising process adds more visibility to fundraising.”
North American consultant
Intra-organisation relationships
“There are still far too many instances of short-term, transactional gain,
taking priority over long-term investment in both the supporter and the
charity. The high-volume, mass engagement models often place
quantity over quality, stressing the need for a relatively rapid return on
high acquisition costs…The challenge that fundraising directors must
endure on a day to day basis is whether they can stick to their
principles in the face of the acute pressures to meet monthly and
annual targets.”
British charity fundraiser
‘Total Relationship Fundraising’
Total relationship marketing
Classic market relationships
Special market relationships
Mega relationships
Nano relationships
Gummesson, E. (1999) Total Relationship Marketing,
Oxford, Butterworth-Heinemann.
So How Do We Build Relationships?
Dr Adrian Sargeant
“Everything we know about how to build
a good relationship as a parent or friend
we can apply to fundraising.
“
www.pursuant.com/relationshipfundraising
EXPANSION
EXPLORATION
AWARENESS
COMMITMENT
Stage 1
Stage 2
Stage 3
Stage 4
Stages of Relationship Fundraising
Dissolution
“I feel I support them in spite of them.
It’s not them I support, it's the cause.
“
Anonymous donor
“Not all relationships are important to all
companies all the time … some marketing
is best handled as transaction marketing.
“
Gummesson (1994)
Transactional
Fundraising vs.
Relational
Fundraising
Single Sales
Immediate ROI
Short-term
Purchase
Little Emphasis
FOCUS
KEY MEASURES
TIMESCALE
ORIENTATION
CUSTOMER SERVICE
Customer Retention
Lifetime Value
Long-term
Relationship
Major Emphasis
www.pursuant.com/relationshipfundraising
Most relationships are an exchange.
When to use transactional or relational?
Transactional
Fundraising
Relational
Fundraising
The Fundraising Pendulum
Beneficary Needs Donor Needs
Make an impression
Invite them to share
contact information for
something they value
Stage 1
AWARENESS
www.pursuant.com/relationshipfundraising
What will inspire a
donor at this stage?
What will inspire a donor at this stage?
Invest in Immersive Experiences
Bring beneficiary needs to donor.
Offer
Donors
Choices
1 Satisfy them by giving
them control
2 Don’t ask on 1st Date
3 First prove value of
communications
Botton
Village
Submit
I want to be removed from your list
I only want updates not appeals
Write to me only at Christmas
I want back editions of the newsletter
I’d like a copy of the video of what
it’s like to live at Botton Village
I want back editions of the newsletter
I want to come take a tour
50%
Response Rate
on year end appeal!
Intrusion Invitation
Move from
Conduct Donor Surveys Early
Deepening the relationship
Deepening the Relationship
Satisfaction is driven first by the attracted target but then by the
fulfillment of donors’ needs.
Shift from “how attractive you are” to “what needs this relationship
can mean for them”.
48
Satisfaction of what …?
Satisfaction is first driven by fulfillment of donors’ lower level
needs but then transition to be fulfilled by donors’ higher level
needs;
connectedness
growth
self-actualization
self-fulfillment
50
© Tom Ahern 2013
How great the ORGANIZATION is = $4,470 in gifts
© Tom Ahern 2013
How great the DONOR is = $49,600 in gifts
Self Verification Theory
“people can always feel better if others important to them see
them in the same way they see themselves…”
“both partners reveal themselves, and seek and express validation
of each other’s attributes” (Reis and Shaver 1988, 369).
‘For the clever
fundraiser, the point
of research is NOT
the information…but
the
PARTICIPATION!’
Self Enhancement Theory
Katz and Beach (2000) tell us that people are most likely to seek
partners who give them both verification and enhancement, and
that in the absence of the latter, they seek the former.
So how can fundraisers can stretch their donors’ imagination
about just how good a human being they can be?
Stretch their idea of how good they can be
Identity Fusion
The giving of money is not experienced by the donor as a ‘loss’ or
an ‘investment’’ any more. The action of giving money, as the
theory predicts, should make the individual feel stronger because
of the closer connectivity they experience with others
Thank You’s
Should not thank for the donor’s generosity per se – but rather -
celebrate shared success
With thanks to Lisa Sargent
Relationship
Fundraising
Q & A
www.pursuant.com/relationshipfundraising
Thank you!
pursuant.com/relationshipfundraising
Ian MacQuillin Director, Rogare
Ian.macquillin@plymouth.ac.uk
Adrian Sargeant, PhD
Adrian.sargeant@plymouth.ac.uk
Rachel Muir, VP Training at Pursuant
Rachel.muir@pursuant.com

More Related Content

What's hot

Fundraising from a Former Funder's Perspective
Fundraising from a Former Funder's PerspectiveFundraising from a Former Funder's Perspective
Fundraising from a Former Funder's Perspective
Elizabeth King Consulting LLC
 
Online Fundraising Workshop Presentation
Online Fundraising Workshop PresentationOnline Fundraising Workshop Presentation
Online Fundraising Workshop Presentation
GlobalGiving
 
Fundraising Plan Final
Fundraising Plan FinalFundraising Plan Final
Fundraising Plan Final
Katherine Gardner
 
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
Idealist Consulting
 
Major Gifts: Moves Management Made Easy
Major Gifts: Moves Management Made EasyMajor Gifts: Moves Management Made Easy
Major Gifts: Moves Management Made Easy
4Good.org
 
Major Gift Strategies That Work
Major Gift Strategies That WorkMajor Gift Strategies That Work
Major Gift Strategies That Work
4Good.org
 
Charity Pitch Deck & Investor Presentation - Sample PDF & Example
Charity Pitch Deck & Investor Presentation - Sample PDF & ExampleCharity Pitch Deck & Investor Presentation - Sample PDF & Example
Charity Pitch Deck & Investor Presentation - Sample PDF & Example
UpReports
 
The Importance of Major Giving in Fundraising
The Importance of Major Giving in FundraisingThe Importance of Major Giving in Fundraising
The Importance of Major Giving in Fundraising
National Safe Place
 
Engage Now Africa Final
Engage Now Africa FinalEngage Now Africa Final
Engage Now Africa Final
Hayden Carter
 
Nmp 650 e portfolio 2 assignment - Parks
Nmp 650 e portfolio 2 assignment - ParksNmp 650 e portfolio 2 assignment - Parks
Nmp 650 e portfolio 2 assignment - Parks
DiannaParks
 
High Net Worth Individuals Fundraising
High Net Worth Individuals FundraisingHigh Net Worth Individuals Fundraising
High Net Worth Individuals Fundraising
Thomas Müller
 
Planned Giving Program Proposal by Maggi Junor
Planned Giving Program Proposal by Maggi JunorPlanned Giving Program Proposal by Maggi Junor
Planned Giving Program Proposal by Maggi Junor
Maggi Junor
 
Article edited - 12 steps to get your organization to tomorrow
Article   edited - 12 steps to get your organization to tomorrowArticle   edited - 12 steps to get your organization to tomorrow
Article edited - 12 steps to get your organization to tomorrow
Ferris Corp
 
Linda Griffith Paper 2009
Linda Griffith Paper 2009Linda Griffith Paper 2009
Linda Griffith Paper 2009
Museum & Gallery Services Qld
 
The Artful Solicitor: Successful Major Gift Moves Management
The Artful Solicitor: Successful Major Gift Moves ManagementThe Artful Solicitor: Successful Major Gift Moves Management
The Artful Solicitor: Successful Major Gift Moves Management
4Good.org
 
Corporate fundraising
Corporate fundraisingCorporate fundraising
Corporate fundraising
Sustainable Seattle
 
6 of 6 fund development
6 of 6 fund development 6 of 6 fund development
6 of 6 fund development
Alberta Real Estate Foundation
 
Fundraising in the Healthcare Field
Fundraising in the Healthcare FieldFundraising in the Healthcare Field
Fundraising in the Healthcare Field
Jaimie Olson
 
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
Social Media for Nonprofits
 
Branding on a budget. Small charities communications conference, 23 September...
Branding on a budget. Small charities communications conference, 23 September...Branding on a budget. Small charities communications conference, 23 September...
Branding on a budget. Small charities communications conference, 23 September...
CharityComms
 

What's hot (20)

Fundraising from a Former Funder's Perspective
Fundraising from a Former Funder's PerspectiveFundraising from a Former Funder's Perspective
Fundraising from a Former Funder's Perspective
 
Online Fundraising Workshop Presentation
Online Fundraising Workshop PresentationOnline Fundraising Workshop Presentation
Online Fundraising Workshop Presentation
 
Fundraising Plan Final
Fundraising Plan FinalFundraising Plan Final
Fundraising Plan Final
 
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
One Small Step for Fundraising: Best Practices Soliciting Major Donors with W...
 
Major Gifts: Moves Management Made Easy
Major Gifts: Moves Management Made EasyMajor Gifts: Moves Management Made Easy
Major Gifts: Moves Management Made Easy
 
Major Gift Strategies That Work
Major Gift Strategies That WorkMajor Gift Strategies That Work
Major Gift Strategies That Work
 
Charity Pitch Deck & Investor Presentation - Sample PDF & Example
Charity Pitch Deck & Investor Presentation - Sample PDF & ExampleCharity Pitch Deck & Investor Presentation - Sample PDF & Example
Charity Pitch Deck & Investor Presentation - Sample PDF & Example
 
The Importance of Major Giving in Fundraising
The Importance of Major Giving in FundraisingThe Importance of Major Giving in Fundraising
The Importance of Major Giving in Fundraising
 
Engage Now Africa Final
Engage Now Africa FinalEngage Now Africa Final
Engage Now Africa Final
 
Nmp 650 e portfolio 2 assignment - Parks
Nmp 650 e portfolio 2 assignment - ParksNmp 650 e portfolio 2 assignment - Parks
Nmp 650 e portfolio 2 assignment - Parks
 
High Net Worth Individuals Fundraising
High Net Worth Individuals FundraisingHigh Net Worth Individuals Fundraising
High Net Worth Individuals Fundraising
 
Planned Giving Program Proposal by Maggi Junor
Planned Giving Program Proposal by Maggi JunorPlanned Giving Program Proposal by Maggi Junor
Planned Giving Program Proposal by Maggi Junor
 
Article edited - 12 steps to get your organization to tomorrow
Article   edited - 12 steps to get your organization to tomorrowArticle   edited - 12 steps to get your organization to tomorrow
Article edited - 12 steps to get your organization to tomorrow
 
Linda Griffith Paper 2009
Linda Griffith Paper 2009Linda Griffith Paper 2009
Linda Griffith Paper 2009
 
The Artful Solicitor: Successful Major Gift Moves Management
The Artful Solicitor: Successful Major Gift Moves ManagementThe Artful Solicitor: Successful Major Gift Moves Management
The Artful Solicitor: Successful Major Gift Moves Management
 
Corporate fundraising
Corporate fundraisingCorporate fundraising
Corporate fundraising
 
6 of 6 fund development
6 of 6 fund development 6 of 6 fund development
6 of 6 fund development
 
Fundraising in the Healthcare Field
Fundraising in the Healthcare FieldFundraising in the Healthcare Field
Fundraising in the Healthcare Field
 
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
Kay Sprinkel Grace: Morning Keynote: What I’ve Learned About Donors & Social ...
 
Branding on a budget. Small charities communications conference, 23 September...
Branding on a budget. Small charities communications conference, 23 September...Branding on a budget. Small charities communications conference, 23 September...
Branding on a budget. Small charities communications conference, 23 September...
 

Similar to relationship-fundraising-webinar-slides-160901134003.pdf

Fund DevelopmentThis chapter will present the basics of fundra.docx
Fund DevelopmentThis chapter will present the basics of fundra.docxFund DevelopmentThis chapter will present the basics of fundra.docx
Fund DevelopmentThis chapter will present the basics of fundra.docx
shericehewat
 
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your DonorsBack to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
Blackbaud
 
Donor Retention Education w/ Wayne Robbins - AFP Finger Lakes
Donor Retention Education w/ Wayne Robbins - AFP Finger LakesDonor Retention Education w/ Wayne Robbins - AFP Finger Lakes
Donor Retention Education w/ Wayne Robbins - AFP Finger Lakes
Bloomerang
 
Donor Retention Education with Wayne Robbins - Bloomerang
Donor Retention Education with Wayne Robbins - BloomerangDonor Retention Education with Wayne Robbins - Bloomerang
Donor Retention Education with Wayne Robbins - Bloomerang
Bloomerang
 
Donor Retention Presentation Dubois County Community Foundation
Donor Retention Presentation Dubois County Community FoundationDonor Retention Presentation Dubois County Community Foundation
Donor Retention Presentation Dubois County Community Foundation
Bloomerang
 
Building Stronger Donor Relations Systems
Building Stronger Donor Relations SystemsBuilding Stronger Donor Relations Systems
Building Stronger Donor Relations Systems
Colin Cumming
 
Donor Cultivation in theory and practice
Donor Cultivation in theory and practiceDonor Cultivation in theory and practice
Donor Cultivation in theory and practice
Giving Centre
 
Donor cultivation
Donor cultivationDonor cultivation
Donor cultivation
rlcwm
 
PM4: How can charities build trust with the public?
PM4: How can charities build trust with the public?PM4: How can charities build trust with the public?
PM4: How can charities build trust with the public?
NCVO - National Council for Voluntary Organisations
 
1 of 19 Winning Grants Power PackJumpstart your grant .docx
1 of 19 Winning Grants Power PackJumpstart your grant .docx1 of 19 Winning Grants Power PackJumpstart your grant .docx
1 of 19 Winning Grants Power PackJumpstart your grant .docx
jeremylockett77
 
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdfCharity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
OnBoard
 
Donor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank reportDonor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank report
DonorVoice
 
Donor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank reportDonor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank report
DonorVoice
 
The Power of Fundraising_ 7 Effective Ideas.pdf
The Power of Fundraising_ 7 Effective Ideas.pdfThe Power of Fundraising_ 7 Effective Ideas.pdf
The Power of Fundraising_ 7 Effective Ideas.pdf
danielnoah487
 
Collaboration Feb 2020
Collaboration Feb 2020Collaboration Feb 2020
Fundraising 101
Fundraising 101Fundraising 101
Fundraising 101
Emily Davis Consulting
 
What donors want fundraising trends for 2012
What donors want   fundraising trends for 2012What donors want   fundraising trends for 2012
What donors want fundraising trends for 2012
Jim Bush
 
9 ways nonprofits can connect with supporters and understand why they give
9 ways nonprofits can connect with supporters and understand why they give9 ways nonprofits can connect with supporters and understand why they give
9 ways nonprofits can connect with supporters and understand why they give
dlvr.it
 
Charity Navigator Masterclass: Culture & Community Beacon
Charity Navigator Masterclass: Culture & Community BeaconCharity Navigator Masterclass: Culture & Community Beacon
Charity Navigator Masterclass: Culture & Community Beacon
OnBoard
 
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
GlobalGiving
 

Similar to relationship-fundraising-webinar-slides-160901134003.pdf (20)

Fund DevelopmentThis chapter will present the basics of fundra.docx
Fund DevelopmentThis chapter will present the basics of fundra.docxFund DevelopmentThis chapter will present the basics of fundra.docx
Fund DevelopmentThis chapter will present the basics of fundra.docx
 
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your DonorsBack to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
Back to Basics: 3 Principles to Acquire, Retain, and Upgrade Your Donors
 
Donor Retention Education w/ Wayne Robbins - AFP Finger Lakes
Donor Retention Education w/ Wayne Robbins - AFP Finger LakesDonor Retention Education w/ Wayne Robbins - AFP Finger Lakes
Donor Retention Education w/ Wayne Robbins - AFP Finger Lakes
 
Donor Retention Education with Wayne Robbins - Bloomerang
Donor Retention Education with Wayne Robbins - BloomerangDonor Retention Education with Wayne Robbins - Bloomerang
Donor Retention Education with Wayne Robbins - Bloomerang
 
Donor Retention Presentation Dubois County Community Foundation
Donor Retention Presentation Dubois County Community FoundationDonor Retention Presentation Dubois County Community Foundation
Donor Retention Presentation Dubois County Community Foundation
 
Building Stronger Donor Relations Systems
Building Stronger Donor Relations SystemsBuilding Stronger Donor Relations Systems
Building Stronger Donor Relations Systems
 
Donor Cultivation in theory and practice
Donor Cultivation in theory and practiceDonor Cultivation in theory and practice
Donor Cultivation in theory and practice
 
Donor cultivation
Donor cultivationDonor cultivation
Donor cultivation
 
PM4: How can charities build trust with the public?
PM4: How can charities build trust with the public?PM4: How can charities build trust with the public?
PM4: How can charities build trust with the public?
 
1 of 19 Winning Grants Power PackJumpstart your grant .docx
1 of 19 Winning Grants Power PackJumpstart your grant .docx1 of 19 Winning Grants Power PackJumpstart your grant .docx
1 of 19 Winning Grants Power PackJumpstart your grant .docx
 
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdfCharity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
Charity Navigator Methodology_ Demonstrating Impact to Build Trust.pdf
 
Donor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank reportDonor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank report
 
Donor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank reportDonor voice seven key drivers idea bank report
Donor voice seven key drivers idea bank report
 
The Power of Fundraising_ 7 Effective Ideas.pdf
The Power of Fundraising_ 7 Effective Ideas.pdfThe Power of Fundraising_ 7 Effective Ideas.pdf
The Power of Fundraising_ 7 Effective Ideas.pdf
 
Collaboration Feb 2020
Collaboration Feb 2020Collaboration Feb 2020
Collaboration Feb 2020
 
Fundraising 101
Fundraising 101Fundraising 101
Fundraising 101
 
What donors want fundraising trends for 2012
What donors want   fundraising trends for 2012What donors want   fundraising trends for 2012
What donors want fundraising trends for 2012
 
9 ways nonprofits can connect with supporters and understand why they give
9 ways nonprofits can connect with supporters and understand why they give9 ways nonprofits can connect with supporters and understand why they give
9 ways nonprofits can connect with supporters and understand why they give
 
Charity Navigator Masterclass: Culture & Community Beacon
Charity Navigator Masterclass: Culture & Community BeaconCharity Navigator Masterclass: Culture & Community Beacon
Charity Navigator Masterclass: Culture & Community Beacon
 
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
GlobalGiving's Online Fundraising Workshop in Bulgaria 2015
 

Recently uploaded

Understanding Love Compatibility or Synastry: Why It Matters
Understanding Love Compatibility or Synastry: Why It MattersUnderstanding Love Compatibility or Synastry: Why It Matters
Understanding Love Compatibility or Synastry: Why It Matters
AstroForYou
 
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptxTop Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
Merchantech - Payment Processing Services
 
3 Examples of new capital gains taxes in Canada
3 Examples of new capital gains taxes in Canada3 Examples of new capital gains taxes in Canada
3 Examples of new capital gains taxes in Canada
Lakshay Gandhi
 
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptxBiomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
ECOSTAN Biofuel Pvt Ltd
 
Electrical Testing Lab Services in Dubai.pdf
Electrical Testing Lab Services in Dubai.pdfElectrical Testing Lab Services in Dubai.pdf
Electrical Testing Lab Services in Dubai.pdf
sandeepmetsuae
 
Discover How Long Do Aluminum Gutters Last?
Discover How Long Do Aluminum Gutters Last?Discover How Long Do Aluminum Gutters Last?
Discover How Long Do Aluminum Gutters Last?
SteveRiddle8
 
eBrand Promotion Full Service Digital Agency Company Profile
eBrand Promotion Full Service Digital Agency Company ProfileeBrand Promotion Full Service Digital Agency Company Profile
eBrand Promotion Full Service Digital Agency Company Profile
ChimaOrjiOkpi
 
Electrical Testing Lab Services in Dubai.pptx
Electrical Testing Lab Services in Dubai.pptxElectrical Testing Lab Services in Dubai.pptx
Electrical Testing Lab Services in Dubai.pptx
sandeepmetsuae
 
Solar powered Security Camera- Sun In One
Solar powered Security Camera- Sun In OneSolar powered Security Camera- Sun In One
Solar powered Security Camera- Sun In One
John McHale
 
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
Traditional Healer, Love Spells Caster and Money Spells That Work Fast
 
Expert Tips for Pruning Your Plants.pdf.
Expert Tips for Pruning Your Plants.pdf.Expert Tips for Pruning Your Plants.pdf.
Expert Tips for Pruning Your Plants.pdf.
Local Gardeners
 
Best Immigration Consultants in Amritsar- SAGA Studies
Best Immigration Consultants in Amritsar- SAGA StudiesBest Immigration Consultants in Amritsar- SAGA Studies
Best Immigration Consultants in Amritsar- SAGA Studies
SAGA Studies
 
Material Testing Lab Services in Dubai.pdf
Material Testing Lab Services in Dubai.pdfMaterial Testing Lab Services in Dubai.pdf
Material Testing Lab Services in Dubai.pdf
sandeepmetsuae
 
Exceptional Landscape Architecture Services in Melbourne
Exceptional Landscape Architecture Services in MelbourneExceptional Landscape Architecture Services in Melbourne
Exceptional Landscape Architecture Services in Melbourne
Outdoor Home Decor Company
 
DOJO Training room | Training DOJO PPT
DOJO Training room | Training DOJO   PPTDOJO Training room | Training DOJO   PPT
DOJO Training room | Training DOJO PPT
Himanshu
 
antivirus and security software | basics
antivirus and security software | basicsantivirus and security software | basics
antivirus and security software | basics
basicsprotection
 
Material Testing Lab Services in Dubai.pptx
Material Testing Lab Services in Dubai.pptxMaterial Testing Lab Services in Dubai.pptx
Material Testing Lab Services in Dubai.pptx
sandeepmetsuae
 
Best Web Development Frameworks in 2024
Best Web Development Frameworks in 2024Best Web Development Frameworks in 2024
Best Web Development Frameworks in 2024
growthgrids
 
Generate Revenue with Contact Center Business Model Strategy
Generate Revenue with Contact Center Business Model StrategyGenerate Revenue with Contact Center Business Model Strategy
Generate Revenue with Contact Center Business Model Strategy
RNayak3
 
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdfThe best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
tonytkelly6
 

Recently uploaded (20)

Understanding Love Compatibility or Synastry: Why It Matters
Understanding Love Compatibility or Synastry: Why It MattersUnderstanding Love Compatibility or Synastry: Why It Matters
Understanding Love Compatibility or Synastry: Why It Matters
 
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptxTop Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
Top Challenges Faced by High-Risk Merchants and How to Overcome Them.pptx
 
3 Examples of new capital gains taxes in Canada
3 Examples of new capital gains taxes in Canada3 Examples of new capital gains taxes in Canada
3 Examples of new capital gains taxes in Canada
 
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptxBiomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
Biomass Briquettes A Sustainable Solution for Energy and Waste Management..pptx
 
Electrical Testing Lab Services in Dubai.pdf
Electrical Testing Lab Services in Dubai.pdfElectrical Testing Lab Services in Dubai.pdf
Electrical Testing Lab Services in Dubai.pdf
 
Discover How Long Do Aluminum Gutters Last?
Discover How Long Do Aluminum Gutters Last?Discover How Long Do Aluminum Gutters Last?
Discover How Long Do Aluminum Gutters Last?
 
eBrand Promotion Full Service Digital Agency Company Profile
eBrand Promotion Full Service Digital Agency Company ProfileeBrand Promotion Full Service Digital Agency Company Profile
eBrand Promotion Full Service Digital Agency Company Profile
 
Electrical Testing Lab Services in Dubai.pptx
Electrical Testing Lab Services in Dubai.pptxElectrical Testing Lab Services in Dubai.pptx
Electrical Testing Lab Services in Dubai.pptx
 
Solar powered Security Camera- Sun In One
Solar powered Security Camera- Sun In OneSolar powered Security Camera- Sun In One
Solar powered Security Camera- Sun In One
 
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
How Do Love Spells Really Work? The Secret to Get Your Ex Back Fast, Powerful...
 
Expert Tips for Pruning Your Plants.pdf.
Expert Tips for Pruning Your Plants.pdf.Expert Tips for Pruning Your Plants.pdf.
Expert Tips for Pruning Your Plants.pdf.
 
Best Immigration Consultants in Amritsar- SAGA Studies
Best Immigration Consultants in Amritsar- SAGA StudiesBest Immigration Consultants in Amritsar- SAGA Studies
Best Immigration Consultants in Amritsar- SAGA Studies
 
Material Testing Lab Services in Dubai.pdf
Material Testing Lab Services in Dubai.pdfMaterial Testing Lab Services in Dubai.pdf
Material Testing Lab Services in Dubai.pdf
 
Exceptional Landscape Architecture Services in Melbourne
Exceptional Landscape Architecture Services in MelbourneExceptional Landscape Architecture Services in Melbourne
Exceptional Landscape Architecture Services in Melbourne
 
DOJO Training room | Training DOJO PPT
DOJO Training room | Training DOJO   PPTDOJO Training room | Training DOJO   PPT
DOJO Training room | Training DOJO PPT
 
antivirus and security software | basics
antivirus and security software | basicsantivirus and security software | basics
antivirus and security software | basics
 
Material Testing Lab Services in Dubai.pptx
Material Testing Lab Services in Dubai.pptxMaterial Testing Lab Services in Dubai.pptx
Material Testing Lab Services in Dubai.pptx
 
Best Web Development Frameworks in 2024
Best Web Development Frameworks in 2024Best Web Development Frameworks in 2024
Best Web Development Frameworks in 2024
 
Generate Revenue with Contact Center Business Model Strategy
Generate Revenue with Contact Center Business Model StrategyGenerate Revenue with Contact Center Business Model Strategy
Generate Revenue with Contact Center Business Model Strategy
 
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdfThe best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
The best Social Media Spy Apps for Catching Your Unfaithful Wife.pdf
 

relationship-fundraising-webinar-slides-160901134003.pdf

  • 1. Relationship Fundraising Where do we go from here? www.pursuant.com/relationshipfundraising
  • 2. “Boost Revenue with Donor Surveys” DR ADRIAN SARGEANT Author, Building Donor Loyalty Fundraising Principles & Practice Director, Centre for Sustainable Philanthropy Adrian.Sargeant@Plymouth.ac.uk IAN MACQUILLIN Founder & Director Rogare Fundraising Think Tank Ian.Macquillin @Plymouth.ac.uk @rogareFTT @ianmacquillin @adriansargeant
  • 3. Centre for Sustainable Philanthropy • The Centre for Sustainable Philanthropy is the only academic centre focused on growing philanthropy in a sustainable way, by enhancing the quality of the experience for the donor or philanthropist.
  • 4. Rogare – fundraising think tank • Rogare is the engine that turns academic ideas into actionable information for fundraisers, by pulling together academic and practitioner branches of the profession. • We aim to change the way fundraisers use theory and evidence to tackle the biggest challenges facing their profession.
  • 5. ‘Critical Fundraising’ • Critical Fundraising is a concerted attempt to critically and constructively evaluate issues and provide practical solutions to them. • Our objective is to use the lens of Critical Fundraising to achieve a paradigm shift in the way the fundraising sector interprets the concepts that lie at its heart and meets the challenges that confront it.
  • 6. ‘Critical fundraising’ • Under-researched Topics where there is simply not enough reliable data to inform current practice. Our aim is to find out what research does exists and suggest how this could be used by practitioners. • ‘Under-thought’ Topics where the arguments, discussions and debates lack cohesion, substance and/or internal logic. These are likely to be characterised by the same rhetorical arguments being trotted out time and again (from within the sector as well as without) but little progress actually being made.
  • 7. Relationship fundraising • Principles outlined by Ken Burnett in 1992 • Dominant mode of thought • But little agreement about what a relational approach means practical • Review and ‘refashion’
  • 8. Outline of the project pursuant.com/relationshipfundraising • Volume 1 – review of theory from relationship marketing • Volume 2 – review of theory from social psychology • Volume 3 – trends and challenges identified by practitioners • Volume 4 – summary report
  • 9. Trends and Challenges Volume 3 Different British and American ‘schools’ of RF What is ‘Donorcentrism’? Failed internal relationships and the need for an organisational culture of philanthropy Evidence and measurement
  • 10. Donorcentrism “Essentially, this is about placing the donor, or prospective supporter, at the heart of all your activities; planning and executing your fundraising according to what is most likely to strengthen your relationship with them, according to their preferences, rather than what you, the fundraiser, may simply assume will be most beneficial for your charity.” British charity fundraiser “Goal: To acquire and retain donors based on ‘them’ not ‘us’.” North American consultant
  • 11. Donorcentrism Understand donors Connect them to a cause Focus on the cause, not the organisation Build ‘deeper’ relationships with them Develop ‘two-way’ communications
  • 12. Understand donors “I began to think from my donors’ perspective. I considered what experiences might delight them. My boss started to call me the “Director of Donor Experiences”. So I tell development staff their mission is to understand their donors. To get inside their donors’ heads. And to really enjoy being philanthropy guides and facilitators.” North American consultant “In my mind it’s really about being intentional about connecting with your donors on a very personal level, getting to know them, understanding their motivations, and considering them partners in your mission and organization.” North American nonprofit fundraiser
  • 13. Connect donors to a cause “We see them as stakeholders and shareholders in our organization and the outcomes we achieve together. We are bold in letting them know that we still need them and make it clear why.” British charity fundraiser “The strength of relationship fundraising is that is provides fundraising practitioners with a framework for our organizations to connect with donors around our common goals and dreams, bring donors closer to our work, and facilitate the change they desire to see.” North American nonprofit fundraiser
  • 14. Focus on cause, not organization “We turned our thinking through 90º from “Our charity is awesome. – We helped 100,000 children last year. Thank you for your help” to “You are awesome. You changed a child’s life last year. Would you like to change another child’s life today?”…Effective fundraising is not about your excellence. It is about your donors, and what they can achieve through you.” British consultant “In theory, relationship fundraising intends to establish and nurture a meaningful connection between a charity and its donors. But some charities over time come to view themselves as the beneficiary of donors’ philanthropy, rather than a service delivery partner or financial conduit flowing donor’s philanthropy to community beneficiaries.” North American nonprofit fundraiser
  • 15. A deeper relationship “Relationship fundraising’s goal is to identify those donors who care about an organization or cause, then engage and empower to deepen those relationships in a mutually beneficial way to increase philanthropic investments, which support mission advancement.” North American consultant “During the interactions both parties build up a better picture of each other and their strengths and maybe weaknesses. This will enable the optimum ask for both sides to be presented and an increased likelihood of a positive response due to the donor having a deeper understanding and closer relationship with the cause.” British charity fundraiser
  • 16. Two-way communications “The value exchange it provides between supporters and the charity they chose to support. It helps to debunk the fallacy that giving to charity is a one-way street and replaces this with a valuable socially responsible activity that rewards and enriches both sides.” British charity fundraiser “In encouraging the donor’s views to be heard, the organization must undertake to listen and act accordingly. That is not to say that any donor view must be seen as the right one but it is important that all staff and trustees go into such an exchange with an open mind, ready to consider adaptation.” British consultant
  • 17. Two-way communications Excellence theory of public relations Press agentry Public information Two-way asymmetical Two-way symmetical Grunig, J.E. and Grunig, L.A, (1992). ‘Models of Public Relations and Communication’, in: Grunig, J.E. (ed) (1992). Excellence in Public Relations and Communications Management, Lawrence Erlbaum Associates, New Jersey
  • 18. Two-way communications “It is not an information exchange – the potential donor is getting a lot of information. S/he is giving feedback that is largely ignored. Further information about the same program or perhaps a different program is then shared. This loop continues: there is no progression. This fault in the progression can sit with a poorly-trained fundraiser who thinks that relationship building is the same as information sharing.” British consultant
  • 19. Intra-organisation relationships “One major weakness of relationship fundraising is that the governing board and leadership volunteers are not sufficiently engaged in the process. Most times, the fundraising process is invisible to the board until there is a shortfall of funds. Often relationship fundraising is left mostly for staff to fulfill and failures are aligned with them [staff] even though they [trustees] are responsible for the financial health of the organization. More effort should be placed on keeping fundraising efforts high on an organization’s board agenda. Embracing a relationship fundraising process adds more visibility to fundraising.” North American consultant
  • 20. Intra-organisation relationships “There are still far too many instances of short-term, transactional gain, taking priority over long-term investment in both the supporter and the charity. The high-volume, mass engagement models often place quantity over quality, stressing the need for a relatively rapid return on high acquisition costs…The challenge that fundraising directors must endure on a day to day basis is whether they can stick to their principles in the face of the acute pressures to meet monthly and annual targets.” British charity fundraiser
  • 21. ‘Total Relationship Fundraising’ Total relationship marketing Classic market relationships Special market relationships Mega relationships Nano relationships Gummesson, E. (1999) Total Relationship Marketing, Oxford, Butterworth-Heinemann.
  • 22. So How Do We Build Relationships? Dr Adrian Sargeant
  • 23. “Everything we know about how to build a good relationship as a parent or friend we can apply to fundraising. “ www.pursuant.com/relationshipfundraising
  • 24. EXPANSION EXPLORATION AWARENESS COMMITMENT Stage 1 Stage 2 Stage 3 Stage 4 Stages of Relationship Fundraising Dissolution
  • 25. “I feel I support them in spite of them. It’s not them I support, it's the cause. “ Anonymous donor
  • 26. “Not all relationships are important to all companies all the time … some marketing is best handled as transaction marketing. “ Gummesson (1994)
  • 27. Transactional Fundraising vs. Relational Fundraising Single Sales Immediate ROI Short-term Purchase Little Emphasis FOCUS KEY MEASURES TIMESCALE ORIENTATION CUSTOMER SERVICE Customer Retention Lifetime Value Long-term Relationship Major Emphasis www.pursuant.com/relationshipfundraising
  • 28. Most relationships are an exchange.
  • 29. When to use transactional or relational? Transactional Fundraising Relational Fundraising
  • 31.
  • 32. Make an impression Invite them to share contact information for something they value Stage 1 AWARENESS www.pursuant.com/relationshipfundraising
  • 33. What will inspire a donor at this stage?
  • 34.
  • 35.
  • 36.
  • 37. What will inspire a donor at this stage?
  • 38. Invest in Immersive Experiences
  • 40. Offer Donors Choices 1 Satisfy them by giving them control 2 Don’t ask on 1st Date 3 First prove value of communications
  • 41. Botton Village Submit I want to be removed from your list I only want updates not appeals Write to me only at Christmas I want back editions of the newsletter I’d like a copy of the video of what it’s like to live at Botton Village I want back editions of the newsletter I want to come take a tour 50% Response Rate on year end appeal!
  • 44.
  • 45.
  • 46.
  • 48. Deepening the Relationship Satisfaction is driven first by the attracted target but then by the fulfillment of donors’ needs. Shift from “how attractive you are” to “what needs this relationship can mean for them”. 48
  • 49. Satisfaction of what …? Satisfaction is first driven by fulfillment of donors’ lower level needs but then transition to be fulfilled by donors’ higher level needs; connectedness growth self-actualization self-fulfillment
  • 51. How great the ORGANIZATION is = $4,470 in gifts © Tom Ahern 2013 How great the DONOR is = $49,600 in gifts
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. Self Verification Theory “people can always feel better if others important to them see them in the same way they see themselves…” “both partners reveal themselves, and seek and express validation of each other’s attributes” (Reis and Shaver 1988, 369).
  • 57.
  • 58. ‘For the clever fundraiser, the point of research is NOT the information…but the PARTICIPATION!’
  • 59. Self Enhancement Theory Katz and Beach (2000) tell us that people are most likely to seek partners who give them both verification and enhancement, and that in the absence of the latter, they seek the former. So how can fundraisers can stretch their donors’ imagination about just how good a human being they can be?
  • 60. Stretch their idea of how good they can be
  • 61. Identity Fusion The giving of money is not experienced by the donor as a ‘loss’ or an ‘investment’’ any more. The action of giving money, as the theory predicts, should make the individual feel stronger because of the closer connectivity they experience with others
  • 62. Thank You’s Should not thank for the donor’s generosity per se – but rather - celebrate shared success
  • 63. With thanks to Lisa Sargent
  • 65. Thank you! pursuant.com/relationshipfundraising Ian MacQuillin Director, Rogare Ian.macquillin@plymouth.ac.uk Adrian Sargeant, PhD Adrian.sargeant@plymouth.ac.uk Rachel Muir, VP Training at Pursuant Rachel.muir@pursuant.com