2012 Spring Webinar Series

Transcription

1 2012 Christian Brothers Services, Romeoville, IL. All Rights Reserved Spring Webinar Series 2012 Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services. Christian Brothers Services Strengthening Your Stewardship Program May 10, SPRING WEBINAR SERIES Opening Prayer Creator God, through your world and people that surround us, we pray that we may grow more aware this day of your life giving presence. Open our minds and hearts to apply the knowledge from today s webinar for the good of all. We ask these things in Jesus Name. Amen

2 Christian Brothers Services Strengthening Your Stewardship Program Heidi Waltner-Pepper Vice President Ter Molen Watkins & Brandt Kirsten Andersen Associate Vice President Ter Molen Watkins & Brandt 2012 SPRING WEBINAR SERIES Strengthening Your Stewardship Program Christian Brothers Services Heidi Waltner-Pepper and Kirsten Andersen Ter Molen Watkins & Brandt May 10, 2012 Presentation Outline What is Stewardship? Some Interesting Statistics Components of a Stewardship Program The Moves Management Process Well-Stewarded Donors 6

3 What is Stewardship? The careful and responsible management of something entrusted to one s care Merriam Webster For our purposes, we will be discussing the careful and responsible management of your organization s donors, which include: corporate, foundation, government and individuals. Our focus today: Individuals 7 Why do Individuals become Donors? Penelope Burk s book, Donor Centered Fundraising offers some interesting insight into why people give: In a survey conducted in 2003, respondents rated the following as reasons they became donors: Parents Influence: 42% A Particular Cause Became Important: 18% Religious Upbringing: 11% Wanting to Give Back to the Commuity: 9% Feeling Fortunate: 7% Feeling Obligated to Give: 5% Influenced to Give through Volunteering: 4% 8 Giving USA 2011 Report 9

4 Stewardship = Communication Penelope has some other helpful insights: o Meaningful information on their gifts at work is the key to donors repeat and increased giving. Communication is the process by which information is delivered. Fundraising under performance, therefore, is actually a failure to communicate. o If charities improved the quality of their communication with individual donors so that they were demonstrably more satisfied, 47% would definitely expand their overall philanthropy and an additional 23% might do so. Some Facts about Donor Retention Most organizations lose as much as 50% of their donors between the first and second gifts. And then organizations tend to lose 30% of the remaining donors each year. Direct marketing by itself is ineffective as a retention strategy It costs up to 10 times more to reach a new donor than to successfully communicate with a current donor. Source: Building Donor Loyalty: The Fundraiser s Guide to Increasing Lifetime Value by Adrian Sargeant and Elaine Jay 11 Gift Acknowledgment Gift Acknowledgement formal letters thanking the donor for a gift/pledge Follow-up acknowledgements for pledge payments Special letter on completion of pledge payments 12

5 Donor Recognition Listing donors on general plaques, categorized by: Gift Level General designation Listing donors in institutional publications and online (also by gift level and designation) Naming Facilities and/or Funds Special Plaques on named facilities Private receptions for donors and guests Thank-You Gifts 13 Progress Reports Update your donors: Financial status of endowment funds Impact of endowment income on institution Building construction progress updates Hard hat tours Impact of new/renovated facilities or improved programs 14 Formalizing Your Stewardship Efforts So how can you coordinate the aforementioned manners of communicating with donors into a consistent, effective institutional strategy?? It s called a. Moves Management System! 15

6 Defining Moves Management A system, a process and a plan for building a relationship that moves individual prospects to be engaged, passionate donors 16 What are moves? Moves are the planned, regular, documented steps you take as an organization to draw prospects or donors closer to your organization 17 Examples of moves: Phoning a donor on his/her birthday Having lunch with the donor Mailing the donor a personal, informative & engaging letter A behind the scenes tour of your facility 18

7 Examples of moves: Invitations to special events An insiders newsletter, delivered quarterly Invitation to lunch or dinner with CEO and/or program staff Invitation to give feedback on strategic plan or case statement 19 Moves Management You may be doing some of these things already but do you have a plan with a clear goal in mind for each donor? 20 Make your plan! The moves management process strives to make cultivation activities focused and goaloriented. 21

8 How do I start a moves management system? The key to successful moves management is documenting every move, preferably in a database. If you have a database that has a contact tracking component to it, check to see if it contains a preprogrammed moves management report. You can also use Outlook or another calendar software some people use a basic excel spreadsheet. 22 Get started! Select best prospects Gather research on each prospect Identify volunteer-board member and staff for each action Prep volunteer/board member/staff with background on each prospect 23 Getting started continued Develop strategy for each prospect with gift amounts and gift opportunities when appropriate Plan next 5-10 moves Implement moves Review status every quarter 24

9 Preparing for a cultivation visit: Review key points to be covered during your visit List small number of benefits generated by programs/projects which you believe will appeal to the prospect Determine what you will ask the prospect to do, agree to or react to List anticipated questions and your responses 25 Opportunities to Steward Donors Annual Fund Luncheon Newsletters Annual Meetings Annual Reports Open Houses Galas Online Communications Social Media 26 Data to collect on your donor: Basic who, what, when and where? What information did you convey during the visit or event? What happened during the meeting or event (comments, concerns, objections, questions)? What materials did you distribute or leave behind, if any? What is the next step? Who will perform and when? 27

10 Best Ideas for Nurturing Relationships Create networking/community-building opportunities where people can talk about the cause and spend time with others who share their interests and concern Invite donors and prospects to share their stories about why the organization matters to them Make sure your Web site is rich in information and resources 28 Nurturing Relationships continued Maximize the cultivation opportunities at your fundraising events Communicate regularly and often enough Mark milestones with your donors and volunteers Devise cultivation-only activities Tell your prospects and donors how you use their money Marks some particular holiday-for example, the turn of the year- with a special greeting 29 Nurturing Relationships Keep cards on hand to send quick notes Call donors and volunteers just to say hi Thank your donors! Source: Keep Your Donors: The Guide to Better Communications and Stronger Relationships by Tom Ahern and Simone Joyaux 30

11 Don t forget what matters Remember that moves management is all about relationships, not ratios and about keeping donors and not keeping records Excerpt taken from Moves Management Key to Major Gift Fundraising by Alan Sharpe 31 QUESTIONS For questions regarding Fundraising Contact: Brian Page at brian.page@cbservices.org x 3092

12 For a link to the handouts for today s webinar Geni Olejniczak at Geni.Olejniczak@cbservices.org x Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services.