Purpose:Share some ideas on how everything you have at your fingertips is waiting for you to turn your current gifts to even bigger gifts – with a minimal amount of effort. Moreover, its’ the part of fundraising that is so instinctive, it doesn’t even feel like work.Process:Well – it’s not the amount of effort, but it is in consistency and in some very specific details.This is not about donor recognition – even though it does overlap a bitPayoffs:Increase your campaigns, build relationships with your donors, and create longterm sustainability for your organization….you don’t even need to spend a dime! Oh – and you’ll love your job even more.
Round table:-describe a time when you gave money or time and how it made you feel – either positively or negatively (divide if big)-those feelings are strong and lasting-if you haven’t had a giving experience (positive) that felt that strongly, I encourage you to go out there and get one. Once you’ve had it, you’ll want each of your donors to share in that feeling.(EXPERIENCE ECONOMY = not just a transaction)Round table:-Share a time when you did something in your job that you think brought that feeling to a donor/volunteer
If you feel you are in a non-supportive environment, here’s what you can do:-facts = proof that stewardship works > examples from others-metrics = activities count-be very selective > start with a particular segment and make it work-work with your program and communications people (find internal people) to help you. Don’t make extra work for them, find ways to position it so it will help them.-experience it! Staff, board….thank you calls, tours = much easier to sell them on something they can relate to first hand. Connect with those who respond positively = they are your allies!-boards not doing enough fundraising….this is their easiest in. No ask involved!-staff retention is a big asset! Look at the big picture if staff are happy in their work.
We can all be philanthropists.Cut out the stigma that you have to be richThat you have to be powerful to create big change in the worldDonors are having “wow” experiences – through online giving – Kiva (microfinance) without meeting a single staff member or volunteer.However, as staff and volunteers – we can control and create these powerful and memorable philanthropic experiences for our donors. Why wouldn’t we? What have we got to lose?The ART & SCIENCE (Laura Fredricks) ….90% science and 10% art
Build benchmarks into your plans. Not just dollars, but actions and the quality of actions.We say we are 48 hours…we’re not, but we are getting darn close. Years working towards it.Success stories to share?FACT: Blur between stewardship and cultivation Thinking stewardship happens after gift is made Decision to give again happens at the time the last gift is given.Why does quick matter?-shows we’ve got our act together = builds trust-shows we care = their gift matters-makes our charity stand out = memorableBarriers/tips on tax receipting?-is there a way you can identify and deposit/process larger gifts faster?-colour coded files-separate templates for different signees-checkpoints/proof-flow charts
Does everyone get the same thank you letter? Does it seem like a mass mailmerge?Hidden segments = longtime donors, monthly donors!!! (co-relation to bequests)New donors…. - new gifts are a test! Give them you’re a+ treatment and you’ll be surprised. -
Advice: don’t let it build up, esp. thank you calls. Make this part of daily habit/routine. Aim for 1 call a day, or 1 tour a week, 1 visit a week.If you are CEO > set out metrics with your fundraising staff that they can/should be accountable for this. And they can hold you accountable = they will set you up to succeed at maintain these most crucial relationships. **CEO/fundraising director relationship can very positively drive this type of change.Re; Events - Including Volunteer Appreciation (and what to do for donors who can’t attend)TIPS:Decreased print, more online...targeted ( short) Thank you letters, refreshed Tokens are not stewardshipMap it out over the course of a year (not overload too much at once…..most of what you do should reflect how gift is helping)
1. "Prompt, personalized acknowledgment of their gifts2. Confirmation that their gifts have been put to work as intended3. Measurable results on their gifts at work prior to being asked for another contribution**Measurable results matter(see how this crosses over with other departments – programs/stories/testimonials/communications
Proof that Donor Centered Fundraising Works
Personal challengee.g. Thank you luncheon later this month for donors who have made deferred gifts. Of the group we invited, I know probably less than 10% of the people we have invited….after working her for 10 years! We all have room to grow.
-Donor visits in their environment > homework -do a bit of research in advance, but let them share the details-Respect Anonymity!Clues:-don’t be afraid to reach out. Don’t assume they don’t want to hear from you because they think you are just asking for more money. It takes time to build that trust that you are in this for more than the money -
In the business world, the maxim:It is more profitable to keep a current customer than to acquire a new one. Same in fundraising! Donor acquisition is expensive!
PRO-ACTIVE STEWARDSHIPYour next (and bigger) gift depends on it!By Cindy Mewhinney, CFREJune 13, 2012Niagara Fundraiser’s Network Roundtable Sessions
It‟s personal… AS FUNDRAISERS, THIS IS INTUITIVELY WHAT WE DO. People give to people (true)…it is the human connection (e.g. howIve learned that people we feel) about the experience giving that makes us wantwill forget what you to give again and give more.said, people will forget Fast fact: The decision to givewhat you did, but again is made at the time you thank the donor for their mostpeople will never forget recent gift.how you made them Activity:feel. Reflect on your most memorable giving experience. What -Maya Angelou made it great?
ATTITUDE IS EVERYTHING Non-supportive Supportive Environment Environment Short term goal focus Management/board Often high staff- values that relationships turnover, not conducive take time to relationship building It‟s everyone‟s role, and Silo environment, “my everyone plays a part donors” approach Idea-sharing/ collaborative
A DIFFERENT PERSPECTIVE… Reactionary Stewardship vs. Proactive Stewardship “Moves” vs. “Touchpoints” “Transactional Gift” vs. “Giving Experience”
Reminder – it‟s not FROM GOOD TO GREAT always about the size of the gift that matters.Our goal in fundraising Remember your longtime loyalis to make every donor donors and volunteers have immense wealthfeel like a philanthropist! capacity through estate-giving, too. Good stewardship will often lead to -Penelope Burke transformational gifts at some point of the donors‟ lifecycle.
GREAT STEWARDSHIP; THE BASICS Is it timely & accurate? Tax receipts, thank you calls, handwritten cards, follow up Do an internal check up Get organized > don‟t accept “but we can‟t because…” Is it thoughtful? Handwritten notes, who makes the thank you call, do your donors know you care? (proof) Is it consistent? Regular checkpoints, cultivating an environment where stewardship is valued, staff- volunteer buy-in
WHERE TO START? Ask yourself: How well do you know your donors? estimate as a starting point > we all can improve Segment your donors > code in your database Length of giving By level of involvement, e.g. Volunteers By gift level Those who have left gifts in their wills
What are the best parts of your current stewardship activities? Your Wish list? Thank you letters Receipts (timely) Thank you phone calls Tours / Virtual Tours Events Stewardship events (no ask, no fee) Communications (newsletters, e-newsletters) Donor Visits (NO ask – just relationship-building) Youtube/videos
According to WHAT DOES TIMELY MEAN? Penelope Burke, Thank you call93% of donors will give again within 48 hours (e.g. think “segmenting”)if they were thankedpromptly and in a personal Tax receipt processed withinway for their gift and followed 48 hours.up later with a meaningful This IS the new standard. Onlinereport on the program they giving tools with instant receiptinghad funded. 64% would give has created a new level of expectationa larger gift and 74% would for information accuracy andcontinue to give indefinitely. speed of issuing a receipt. -Cygnus Applied Research Inc. (Penelope Burke)
FROM GOOD TO GREAT! Push yourself out of your comfort zone. Dig into segments of your donor base, where donors are in the “Zone of Indifference” Satisfaction Zone of The „sweet spot‟ = easier to Indifference spend time here Dissatisfaction Try and spend more time out of ‘your’ comfort zone with donors you don’t know
IT‟S IN THE DETAILS: Spelling of their name correctly Respecting their Recognition Preferences…Addressee Preferences Handwritten matters! Live stamps, too. Listen carefully! Donors leave clues constantly… What matters to them (re: your org & other interests) What will they be celebrating in their life? Milestones? Best/worst experiences with other charities
HOW MUCH IS TOO MUCH? Excerpt from KCI Philanthropic Trends Quarterly (spring 2012): Ask less…steward more. Creating an optimal donor experience It may seem provocative to encourage charities to ask less, especially considering that the most commonly cited reason for not making a charitable gift is “nobody asked”. “If you don‟t ask, you don‟t get” didn‟t become a maxim by accident. And yet, it‟s important to balance this with the myriad evidence that tells us that oversolicitation is one of the most commonly cited reasons for ceasing to give to a charity. In survey after survey, donors cite being asked for a gift too often as one of the top reasons they stop their support. Coupled with the fact that in general, we are solicited more and more often (on the street, at the checkout counter), Canadians are starting to suffer not only from donor fatigue but from “ask fatigue” as well. In a recent Ipsos Reid survey (conducted November 2011 with a nationally representative sample of 1,027 Canadians), 62% of respondents indeicated that their preferred frequendcy of solicitation was “once a year or less often”. In attempting to find the right balance, it‟s helpful to think in terms of creating an optimal donor experience. In an effort to build customer loyalty, our for profit colleagues devote a great deal of time and attention to thinking about what they want their customer experience to be. As fundraisers, we have the opportunity to do the same with our donors. With the goal of building donor loyalty and maybe even creating a “donor for life” what do we want our donor experience to be? The donor experience is a way to differentiate your organization and deliver a repeatable, positive experience that results in stronger relationships and retained donors.
ADD-ONS Discovery Questions; relational & opportunity (handout) Great reads: Thank you! by Penelope Burke Donor Centered Fundraising – by Penelope Burke Start With Why - by Simon Sinek Developing Major Gifts - by Laura Fredricks 3D Philanthropy – by Fraser Green