Embed Size (px)
Citation preview
High Impact Philanthropy & Donor Loyalty Techniques to Transform Your Organization
Presented by
Jim Radford, President, andDan Reynolds, Managing PartnerHolmes, Radford & Avalon, Inc.
Objectives For Today1. Discover practical steps to build a High
Impact Donor Loyalty and Retention program
2. Understand what High Impact Philanthropy is and how it has the potential to transform your organization
3. Gain exponential fundraising results through experience-tested techniques
4. Take home 3-4 really good ideas
2
At The Heart Of Today’s Session
A. Realization of the high values associated with successful donor loyalty and retention
B. Understanding the difference between Fundraising and Philanthropy
C. Recognizing the importance of High Impact philanthropic success at all levels
3
Why Donor is Loyalty So Important?
“Because it’s more cost efficient to retain donors than acquire new ones, loyal donors allow the organization’s programs to operate more efficiently. The lifetime value of such donors is greater. More money, more cost-effectively raised means more funds for mission fulfillment.”
“Building Donor Loyalty” Adrian Sargeant and Elaine Jay
4
5
If it is So Important, Why Aren’t We Doing it Better?
Let’s take a look at some Trends and Things to Know in your Supplemental Handout Packet…
6
Six Powerful Stewardship “Moves”
1. Assess your stewardship program and then plan for specific improvements
2. Demonstrate Accountability
3. Add more High Touch and personalized stewardship to your programs (and build a “force” around them)
4. Be creative
5. Access the best tools
6. Have a plan and work on it as systematically as you can
Big Idea of the Day…use a Feasibility Study!
Make a personal visit by yourself, other staff and / or volunteers Make personal thank you calls to donors within a few days of gift
receipt (research says it’s best if board members make these calls) Don’t ask for another gift! Just say “Thanks!” Annual Donor / Volunteer Thank You Party Quarterly focus groups with donors asking their opinions Personal interviews with individual donors asking them to share their
philanthropic story (ask board members to help with these interviews) Quarterly cultivation gatherings where you give updates about what’s
happening Invite donors to serve on committees where their skills and interests
can best be used
Staying in Touch(The more personal, the better)
7
The Feasibility Study ProcessNot just a tool for campaignsCarefully crafted questionsA thoughtful and well-organized processAn objective, honest assessment leading to specific
recommendationsGreat way to have a private conversation with donorsTakes some of the mystery out of fundraisingHelps to determine Development Assets and
Development Liabilities
8
Advantages of the Feasibility Study
Helps you keep in touch with donors Gives them a chance to let you know what they think
and how they feel Could be a recruitment tool Solidifies relationships – shows you care Provides data upon which to make program decisions Can offer wonderful new ideas – Donors have Visions
too! Gives useful insights for strengthening programs,
communications and recognition tools
9
Building the High-Touch Donor Loyalty Program
What does “high-touch” mean?
Refers to going the extra mile by being in frequent contact with people and engaging them in ways that qualify as “special treatment.”
We often think of the way people treat their best friends or favorite relatives – or how hotels treat celebrities – as “high-touch.”
By tailoring extra services to the interests and experience of your special donors, it creates abiding, lasting involvement with your organization.10
Service Categories
Engagement Menus and Selections
A B C D E
Personalized Benefits
(Being Friendly)
Birthday / Special Event /
Anniversary Cards
Telephone Call from CEO and/or Board Member
Hand Written Card from TLC
Member
Honored in Org. Communications
Personalized Update/Report
from CEO/Foundation
Chair
Personalized Participation
(Involvement)Special Tours Seminars and
WorkshopsInteractions with
Special Guests
Personalized Invitations to
Org. /Foundation Events
Celebration of Special Day Event
Intellectual Resources
(Knowledge Building)
Create Special Advisory Role
Friends of Foundation
Donor Advisory Council
Foundation Board of Visitors
Foundation Board or Committee
Recognition and Appreciation
(Honoring)
Series of Personalized
Letters and Thank You Cards
Specially Designed Lapel, Pin, Tie, Scarf, ID Card
Tender Loving Care Committee
Special Naming Opportunities
Donor Walls and Recognition Spots
Concierge Services
(Personalized Extras)
Chauffeur or Special Envoy to
Events
Personalized Gifts and Keepsakes
Special Luncheon with CEO/Board
Chair
Visits to Home by Director of
Philanthropy
Escorted Visits to Area Events
.
What Is High Impact Philanthropy?
Impact Upon:Lifetime Value of the Donor and for the DonorTransforming the OrganizationEngaging the Organization’s LeadersEnhancing Mission FulfillmentSignificant Revenue ResultsIs not just about the “Big Bucks”
12
How would you define your Development Paradigm?
Fundraising Transactional(Incremental Results)
Vs.Philanthropy Transformational
(Exponential Results)
Different Approaches
13
High Impact Philanthropy Paradigm
Based Upon A Belief System
Relationship-Based and Donor Centered
Anchored Upon a Platform of a Unique Donor Experience
Tangible Results, yet Charity Driven
A Celebration of the Human Spirit – Joyous Process
Uplifting and Memorable
Emphasizes Engagement Opportunities
14
“Six I’s” of the Philanthropic Approachto Gain High Impact Results
1) Identify and Qualify Prospects and Opportunities
2) Interact and Develop Connectedness
3) Interests = Match/Match
4) Inform with Vision and Story – Put the donor in the picture
5) Involve and Capture Imagination
6) Invest in Relationship Building
15
What Is A Major Gift?
And, why are they called “Major”?(A Three-Pipe Problem!)
16
TraditionalPyramid of Giving
Information
Interest
Involvement
Investment
Identification
Dono
r Con
tact
–Do
nor G
row
th—
Dono
r Com
mitm
ent
MAJOR GIVINGEndowment Campaigns
Capital and Special CampaignsMajor Gifts from Individuals,
CorporationsAnd Foundations
ESTATEOR
PLANNED GIVING
ANNUAL GIVINGVolunteer-Led Annual Giving Campaign Activities, Benefits and Special Events
Groups, Guilds, and Support OrganizationsDirect Mail Testing, Acquisitions, and Renewal
17
The Cornerstones of Philanthropy
Which one has the greatest power and potential to seriously transform an organization?
The Annual Development Program
Planned Giving Programs Campaigns
Major Gift Societies
18
Something They All Have in Common
Principles of Successful Philanthropy Programs:
• An Effective Plan• A Compelling Need• Strong Leadership• Raised Sights• Specific Gift Requests • Gifts Payable Over Time• Quality Communications• Personal Solicitation• An Atmosphere of Urgency19
Ways to Exponentially Increase Philanthropic Returns
• Conduct a Campaign• Create a new Major Gift Society• Promote a strong Planned Giving Program to secure
structured gifts and bequests• Realize higher levels of donor retention and loyalty
from existing donors to strengthen the pool of prospective premium donors
• Do something spectacular (Find a Challenge Gift Donor, for example)• Figure out a way to raise more money from the donors
you already have20
Tips from the Field – Raising More Money for Your Cause
• Understand your motives and articulate the ideal outcome• Set a Financial Goal, then set a Stretch Goal• Raise the Stretch Goal• Create a compelling Case for Support• Create a Gift Chart and identify donors who could make the
Vision a Reality• Assemble a “Force”• Create strategies and a plan – implement it with dedication• Make the necessary calls to reach your goal with inspired gifts
and pledges• Never quit.
21
Taking Lessons Back Home: Practical Application of Today’s Ideas
22
Thank You!Holmes, Radford & Avalon, Inc.
Jim: (314) 369-7751 mobile [email protected]
Dan: (314) 308-8038 mobile [email protected]: (314) 771-1042
www.holmesradford.com
.
