Retaining Your Donors: Effective Techniques for Stewardship and Cultivation
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Transcript of Retaining Your Donors: Effective Techniques for Stewardship and Cultivation
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Retaining Your Donors:Effective Techniques for Stewardship and Cultivation
Operation Smile Donor First Case StudyJann Schultz, Director of Donor Relations
New York Fundraising DayJune 2011
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Operation Smile mobilizes a world of generous hearts to heal children’s smiles and transform lives across the globe.
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Donor First Philosophy
To make the Donor’s experience as exceptional as the services we provide to children & families around the world served by Operation Smile.
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‘Donor First’ in Action
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‘Donor First’ in Action
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‘Donor First’ in Action
Review touch points through the ‘lens’ of Donor First Philosophy
Identify gaps, issues and challenges
Design solutions and implement across Donor touch points
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Major Gifts• Acknowledgement signed by Co-founders• $10K+ - Personal Thank You Calls• Major Gift Officer• Co-founder
• Handwritten note from Co-founder
Donor Care Program-Mid-Level Gifts• Acknowledgement• General File - $1000+ - Personal Thank You
Call• DC Program - Gifts of any size receive
personal TY Call• Handwritten note from Donor Care
AssociateGeneral Donors-Direct Response• Acknowledgement • <$99 – Thank You VM • >$100 – Personal Thank You Call• If unable to reach by phone – e-mail or
handwritten note from Donor Relations Specialist or Volunteer
Thank You Strategy
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THANK A THON
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WELCOME KIT
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Multi-Channel Welcome Series
Welcome Series Schedule by Communication Channel
Day of Donation
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Email Email Confirmation (TV/Web source)
Welcome Email Reporting Video Matching Challenge eAppeal
Mimi Video Matching Challenge
eAppealSurvey Email Non-Season Catalog
eAppealGIK eAppeal
Direct Mail Postcard with drive to
video/ways to get involved
Matching Challenge DM Appeal
GIK DM Appeal
Phone Thank You Call/Blast
Follow-up Call to DM
6 x 9 Receipt Package(DM source)
Welcome Kit (TV/Web source)
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WELCOME SERIES
First E-mail in Series
- Welcome
Second E-mail in Series
- Reporting Video
Third E-mail in Series
- Appeal w/ Match
Fourth E-mail in Series
- Appeal w/ Match that includes video
Plus three additional touch points
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REPORTING VIDEO
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Donor First ResultsImproved process & procedureExceeding industry standards
◦Gift deposits◦Timeliness of Acknowledgement
Increase in retentionIncrease in revenue from
retained donorsOrganization and Partners
focused on “Donor First”
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“Donor First” Goes GlobalUnited
KingdomJapanItalySweden
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TakeawaysDefine your “Donor First
Philosophy”Review all donor touch pointsIdentify issues & challengesTake steps to improve/change the
process or strategy
At a minimum…engage volunteers to write notes, make phone calls and implement a Thank A Thon
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