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Presented by: Lynne M. WesterYeshiva University

April 8, 2013

Session ID 1281

Metrics Can Tell a Story about Stories:Using Donor Feedback and Metrics to Drive the Success of Your Program

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Time to Survey You!

• How many of you have “something” you want to get feedback on or evaluate now?

• Have you done an evaluation or survey in the last year? – How many of you acted upon what you learned?

• How many of you have direct interaction with Donors?– If not, how many of your offices or someone in

your office have direct interaction with the donors?

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Why evaluate?

• Improve quality • Increase accountability and awareness• Prioritize financial and human resources• Measure programmatic effectiveness• Tell a better story

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Excuses

• We know everything• Fear of evaluation impact• We won’t use the results…we never have• No one is asking for it• It takes too much time/too many resources• Just one more thing to do

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Traditional Metrics

• Counting• Dynamic Metrics• Technology Metrics

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Donor Focused Methods

• Documents and Records• Surveys and Questionnaires• Individual conversations• Focus groups

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Tools

• Types– Post interaction/ immediate feedback – Face to face– Use assessment

• Delivery– E-methods:

• Email / Online/ Social media/ Pop-up window– Phone – Mail

• Surveys and comment cards– Face to face

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Focus Groups

• Provides detailed and nuanced feedback

• Good method for gaining a better understanding – Attitudes – Opinions – Perceptions – Assumptions

• Pitfalls of focus groups– Group dynamics – Sensitivity and confidentiality– Moderator bias – Question design

8 **Credit to Erin Moyer**

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Construction

• Tips on question construction– Avoid two questions in one– Give an option to opt-out of a question– Avoid leading questions – don’t influence the

response…just ask the question– Avoid jargon…don’t assume they know what

you are talking about– Its not a test…don’t test their intelligence – just

ask the question – Keep it honest

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Sample Great Questions

• Of all of the philanthropies you could support, why do you support us?

• How did you first find out about us?• What are you most interested in about our

organization?• Tell me about your fondest memory

concerning…

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Sample Great Questions

• Of all of the philanthropies you could support, why do you support us?

• How did you first find out about us?• What are you most interested in about our

organization?• Tell me about your fondest memory

concerning…• OUR SURVEY

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Your Questions= Their Stories

• Stories are NOT about you.• Don’t let them bore• Stir emotions• Don’t tell, show• Clear and truthful

• Example=UP!

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Stories

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Stories

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Calculating the Value* of a Donor

• Giving– Level– Consecutive– Potential

• Engagement– Event Attendance– Volunteerism– Influence

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Lifetime Value

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Solutions for Prioritization

• Lifetime Value• Engagement Score• Leadership or Campaign Priority• Planned Giving

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Thank You!

Lynne M. Wester

wester@yu.edu

@donorguru

www.donorrelationsguru.com

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Session ID 1281

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