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+Donor Stewardship & Communication
Rachel MouryDirector of Donor RelationsUniversity Development & Alumni RelationsPenn State Hershey Medical CenterPenn State College of Medicine
University Development and Alumni RelationsPenn State Milton S. Hershey Medical Center
Penn State College of Medicine
38-PERSON STAFF THAT SUPPORTS: Major Giving
Annual GivingAlumni RelationsChildren’s Health
OperationsGift Processing
Prospect ManagementData Analysis & Reporting
Event PlanningCommunications & Stewardship
+ By the Numbers (FY-15)
~ 110,000 donors
A little more than $36 million
>375 endowed, annually funded or pending accounts that require some type of management or oversight; just over 200 of these have a living stewardship contact
Endowments expenditures made at the department level (25-30 different departments)
OUR DONORS:
Alumni (~26,000)
Friends (~80,000)
Corps./Fdns./Orgs. (~4,400)
BUT…
We saw a decrease in almost every donor and dollar category from last year to this year.
+ Stewardship & Donor Relations: Not just ‘tomayto|tomahto’
Stewardship: Tied to the gift
Happens after it is received
Reactive
A fundamental part of donor relations
Donor Relations: In anticipation of a gift
Preparation for a long term relationship
Proactive
Much more robust and dynamic
Acknowledgment
Reporting
Recognition
Engagement
+
SWOT AnalysisTaking stock of your strengths, weaknesses, opportunities and threats
+ STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Timely gift acknowledgments• Positive team (resourceful)• Student scholarship
reporting/engagement• Clear communications• Creative thinking
• Baseline metrics• Stewardship calendar• Consistency of endowment
reports• Time management (waiting on
other departments to get work done)
• Adding impact reports to annual endowment reports
• Recognize first-time donors and consistent donors to build loyalty
• More robust digital communications
• Build donor relations structure
• Confusion with branding/identity related to new health entity
• Lack of resources (financial and personnel)
INTER
NA
LEX
TER
NA
L
+Basic Elements of Donor Relations
Acknowledgment
Reporting
Recognition Engagement
+ACKNOWLEDGMENTS
Acknowledgments are personalized at an appropriate level
Acknowledgments are mailed in a timely manner
Acknowledgments are updated regularly
First time donors receive special acknowledgments
Memorial and honorific gifts are acknowledged appropriately
+STEWARDSHIP & IMPACT REPORTING
Annual Fund Reporting
Current Use/Expandable Reporting
Endowed Fund Reporting
Philanthropic/Priority Reports
Scholarship thank-you letters and other interactions
Other recipient communications
+RECOGNITION
You have clearly defined donor societies
Naming policies are clearly identified and there is a protocol for signage and dedications.
Media relations
Donor listing or honor roll
+DONOR ENGAGEMENT
Donor Relations produces a newsletter highlighting donor impact
Social Media is utilized to recognize donor support
Opportunities for your donors to gather
Active opportunities to engage
Survey
+
Share a success storyShare a roadblock
Acknowledgment
Reporting
Recognition Engagement
Of the basic, fundamental elements of donor relations, in which area does your organization have the greatest strength?
What are your greatest challenges?
+
Setting Realistic & Measurable Goals
What do your donors EXPECT regarding their investment?What do your donors NEED to make them feel valued?What do your donors WANT in order to be inspired?
What one new thing can you successfully implement this year to improve your donor relations?
KEY QUESTIONS:
+
Identifying & Leveraging Resources for Success
INTERNAL PARTNERS:• Data Analyst/Ops.
Mgr./Prospect Researcher
• Marketing• Facilities• Volunteer Networks• CEO, Exec. Dir. and/or
Board Members
COLLEAGUES
TECHNOLOGY
+Resources
In addition to the organizations coordinating this conference and, of course, each other…
Academic Impressions – academicimpressions.com Revitalizing Your Donor Relations Program, Atlanta, GA – November 16-18 Top Articles and White Papers of 2015 – “Why Donor Relations is the Next
Game-Changer” Webcasts
Donor Relations Guru (Lynne Wester) – donorrelationsguru.com | Twitter: @donorguru | LinkedIn: Donor Relations Guru The 4 Pillars of Donor Relations
Association of Donor Relations Professionals (ADRP) – adrp.net
CASE – case.org
THANK YOU! QUESTIONS?
