Stewardship slides

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Stewardship slides

  1. 1. PRO-ACTIVE STEWARDSHIPYour next (and bigger) gift depends on it!By Cindy Mewhinney, CFREJune 13, 2012Niagara Fundraiser’s Network Roundtable Sessions
  2. 2. 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?
  3. 3. 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
  4. 4. A DIFFERENT PERSPECTIVE… Reactionary Stewardship vs. Proactive Stewardship “Moves” vs. “Touchpoints” “Transactional Gift” vs. “Giving Experience”
  5. 5. 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.
  6. 6. 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
  7. 7. 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
  8. 8.  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
  9. 9. 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)
  10. 10. *fromCygnusAppliedResearchInc.
  11. 11. 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
  12. 12. 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
  13. 13. 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.
  14. 14. 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

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