You Had Me At Hello
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Transcript of You Had Me At Hello
You Had Me At Hello Building a Sustainable Donor
Stewardship Program !
Anne Peyton, CFRE 5/29/14 1pm EDT
Anne Peyton, CFRE Yellow Brick Road Consulting !35 years of experience in and with nonprofits of all kinds, based in Vermont, member of the Association of Philanthropic Counsel. !Anne serves on the board of the Association of Philanthropic Counsel and on the Upper Valley Land Trust. Former board service includes the Vermont Community Loan Fund and the Upper Valley Region of the New Hampshire Charitable Foundation.
Goals of this Webinar
• Appreciate your donors’ participation in your organization’s philanthropy • Appreciate the importance of donor stewardship in building donor loyalty. • Strengthen the role of board members in your development program
What Donors Want…
To feel good To feel loved To feel smart To feel needed To feel important
To belong To see their values in action
To WIN! -‐ Tom Ahern, Aherncomm.com
Achieving Lifetime Donor Loyalty
Overview of Donor Stewardship
Overview of Donor Stewardship
The GOOD… the BAD… the UGLY
The GOOD: 34% of donors who received a personal thank you call said they would give again because of the call. !The BAD: 94% of donors say that charities they support never or hardly ever call them up without asking for another gift. !The UGLY: 98% say that charities never or hardly ever pay them a visit without asking for MONEY. !65% of donors who make a first gift never make a second gift, and they leave largely due to over-‐soliciting and our insisting on unrestricted giving.
Penelope Burk, cygresearch.com
• Increasing your productivity • Managing your infrastructure • Setting your goals • Managing your time • Planning your visit • Making appointments • Having conversations • Follow up and what’s next
Good Stewardship = Engaged Donors
• Feeling: interested, engaged, recognized, appreciated • Acting: volunteering, participating, spreading the message, bringing others along • Giving: regularly, to priorities of the organization, in usable ways, and stretching in capacity
Based upon Julia Emlen, Intentional Stewardship, CASE 2008
Overview of Donor Stewardship
Managing Your Infrastructure
WE ARE GREAT! OUTCOMES
Marketing outcomes as purpose
Managing Your TimeCovey’s Time Management Matrix
Stephen R. Covey, First Things First 1994
Managing Your Time
Getting OUT of the OfficeRequires Planning and Commitment
!• Pick One Day a Week for Donor Visits
– Aim for at least 2 appointments for each day
!• Don’t be a slave to urgency
– Turn off your email notification!
!• Block out time on your calendar every week to:
– Prioritize which donors to visit – Make appointments – Make visits and follow up
Adapted from Joe Tumolo, www. joetumolo.com
Making Appointments Getting An Appointment -‐ Tips
• Give specific choices for times and place • Think through your goal of the visit relative to location (office, home, restaurant)
• Email and call if you have both • The Perseverance Rule • Call 3 times and email 3 times before giving up (with busy
working people, 4 outreaches over a month).
• Set Expectations • If asked, tell your donor your intentions for the visit.
Bertolt-‐Brecht !Transforming guest to participant… transforming donor to investor. !!!!!!
!Kay Sprinkel Grace, Beyond Fundraising, 1997
Stewardship – get donors ‘into the kitchen.’
Having Conversations Prepare the experience for your donors
• Stories and statistics • Appreciate what the donor has done • Why you’re involved, your passion • Responses to common questions • Be ready to invite him or her to volunteer, to become more engaged
Having Conversations Listening to What Donors Care About
• What do you love about the organization? • What would you like to protect? • What do we do well? • How can we improve what we do? • How well are we communicating with you? More? Less? media?
• Conduct philanthropic surveys regularly !• FOLLOW UP
Donor Readiness – ‘Listening the Gift’
• Has an active interest in the mission? !• Has a history of involvement? !• Feels a kinship with others in the organization? !• Is knowledgeable and engaged about the plan for
the future or a proposed project? !
Andrea Kihlstedt and Catherine P. Schwartz, Capital Campaigns, 2nd ed, Aspen, 2004
Having Conversations Arc of Asking
Rainmakers – a strong asker who rushes to close. Give the donor time to convince herself.
Go-‐Getters –resist closing and enjoy the moment so much. Don’t leave the close for the end.
Kindred Spirits –likely to put off the ask to avoid confrontation. Find the courage to get the ask on the table and the courage to ask again after answering questions.
Mission Controllers -‐ an urge to control how things unfold. Let the ask unfold naturally, give it some breathing room. The donor might not be ready to close.
Having Conversations “Asking” Styles
Follow Up and What’s Next Sample Trip Report
Resources• Ahern, Seeing Through A Donor’s Eyes • Ahern/Joyaux, Keep Your Donors • Burk, Donor-‐Centered Fundraising and Donor-‐Centered Leadership • Burnett, Relationship Fundraising • Joyaux, Strategic Fund Development • Emlen, Intentional Stewardship…Highest Level of Philanthropy • Grace, Beyond Fundraising • Kihlstadt, Capital Campaigns • Nonprofit Research Collaborative reports, surveys • Panas, Power Questions and Sobel and Panas, Power Relationships • Sargeant, Building Donor Loyalty • Sargeant et al, Fundraising Principles and Practices • Stroman, Asking About Asking Calculating Donor Retention: • http://www.youtube.com/watch?v=CqfayQRzpKM • http://www.lorijacobwith.com/free-‐resources/downloadable-‐materials.htm
Anne Peyton CPF CFRE www.YellowBrickRoadConsulting.com [email protected]
The resource list is a sample of our professional body of knowledge
and practical actions.
Next Webinar: !
Donor Thank You Videos, Infographics, and Other Fun Ways to Say Thanks
!Kivi Leroux Miller
!Thursday, June 5th – 1:00pm EDT