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1 Download the Mobile App Now! QR Code Goes Here Scan this code with a QR reader to easily download the app. #FRDNY

2 Stewardship by the Numbers: Building a Data-Driven Donor Relations Strategy Jenny Mundell Senior Director, Development and Strategic Initiatives jenny.mundell@rjwbh.org

3 DONOR

4 Will you make a donor love connection? The Goal: Convince your donor to continue to support your organization. The Game: You have up to 4 opportunities/touches with your potential donors to try to get as much $ as possible. For each donor, write up to 4 actions (in order) on an index card.

5 What You Know Donor 1: Robert Smith has recently given you $1,000 in response to your last direct mail appeal. He is a first time donor. You suspect he has capacity to give more. Donor 2: Myrtle Crabapple has given you $25/year, every year on Thanksgiving since For each donor, write up to 4 actions (in order) on an index card.

6 While We re Waiting Robert Smith Mr. Smith has family foundation worth $10M. He knows he d like to do some good in this world and being a good utilitarian, he plans to donate the bulk of his assets to one deserving organization. He has been fishing to see how these organizations respond to him. It is important to Robert that they express gratitude and demonstrate that he, as a donor, is making a difference. Myrtle Crabapple Myrtle is 81 years old. She lives alone and is on a fixed income. She never married and has no children (she used to have a cat). She owns the home she grew up in. It brings Myrtle great joy to support nonprofit organizations because it keeps her feeling connected. She writes $25 checks to these organizations on an annual basis.

7 Donor Stewardship: Gift Recognition Occurs AFTER gift is received Tied to the donation Includes: Tax Receipt/Thank You Naming Opportunities (plaques, donor walls, named spaces or buildings) Gift recognition policies help us manage donor expectations

8 Donor Stewardship: Donor Relations Ongoing Building and strengthening relationships Marketing Substantive Engagement Supports both stewardship and cultivation Integral to fundraising efforts A good donor relations program will put your organization on a path to increased revenue.

9 Donor Relations: Engagement Over Time = Investment New donors support your organization. Returning donors sustain your organization. Planned Gifts Investments Major Gifts (personal solicitations, corporate and foundation support) Involvement Interest Annual Gifts (direct mail, online giving, special events, causerelated marketing, other individual and philanthropic giving) Information Introduction

10 Donor Retention: Find Your Rate Donor Retention Rate = # of donors who gave last year and this year/ # of donors last year 45% 55%

11 Increasing Retention: What s It Worth? Value of 1% of Retention = Repeat Donor Revenue/ (Overall Retention Rate x.01) When you re at an AFP conference and someone asks you to calculate the value of increasing your donor retention by 1%...

12 Donor Relations: Best Practices Create or review your Gift Recognition Policy. Acknowledge gifts within hours of receipt. Thank your donors before you ask them again. All donors matter. Some donors are worth more personalized attention. Be donor-centric. Convey IMPACT. Track your efforts. Measure your outcomes. Reevaluate every year.

13 Segmentation: Personalize the Experience without Driving Yourself Crazy First Time Donors Repeat Donors Annual/Event Donors Annual Donors with Major Giving Capacity Major Donors

14 "Insider" s x Quarterly Sample Donor Relations Plan: We Cannot Thank Them Enough Method First Time Donors Repeat Donors Annual Donors Major Donors Schedule Acknowledgement Letter/Tax Receipt x x x x Thank You Call/Handwritten Note* x x x x First Time Donor Card/ x Repeat Donor Card/ x Philanthropy Impact Mailer x x x x February Donor Impact Story Postcard x x x x June Within hours of receiving gift Within 1 day 1 week of gift within month of first gift within month of repeat gift Thank You Video x x x x November End of Year Thank You Card x x x x December

15 First Time Donor Card

16 Philanthropy Impact Mailer

17 Donor Impact Postcard

18 Resources Donor Relations and Stewardship Academic Impressions academicimpressions.com Association of Donor Relations Professionals (ADRP) adrp.net Council for Advancement and Support of Education (CASE) case.org Association of Fundraising Professionals (AFP) Burks Blog (Penelope Burk) burksblog.com Donor Relations Guru (Lynne Wester) donorrelationsguru.com LinkedIn: Donor Relations Guru Gift Recognition Policies: ADRP Best Practices for Donor Recognition -donor_recognition.pdf Acknowledgement Letters (IRS)

19 Questions? Thank you! (I cannot say that enough.) Jenny Mundell Senior Director, Development and Strategic Initiatives

20 Thank you. Please use your FRDNY app to fill out the session survey