How do we keep and nurture our donors?

1. How do we keep and nurture our donors? Southern Institute Friday, May 24, 2013

2. Louise Kenny • Director, Innovation • and Special Projects • United Way Worldwide • Kim Sidwell • Senior Vice President, Resource Development • United Way of Greater Toledo

3. Why should we nurture our donors? • What Donors Want • The Basics • Engagement • How the United Way of Greater Toledo is engaging donors through their campaign • What can you do to nurture your donors? • Resources 3 3

4. Why nurture donors?

5. Lifetime Donor Value Measure of how much a given donor will be worth to an organization over the duration of the relationship Source: Fundraising Principles and Practice, Adrian Sargeant, Jen Shang and Associates

6. What does Lifetime Donor Value look like? • Annual gifts (adjusted for gift size increases/decreases) • x years of giving • + additional gifts • + planned gift • + ongoing revenue from a planned gift • = Lifetime Donor Value

7. Potential Lifetime Revenue from Loyal Contributors Average annual gift size $606 x 20 years $12,120 + average bequest $44,000 = Lifetime Value $56,120 100 Loyal Contributors = $ 5.61 million Source: DBII; POP research suggests long-time donors give 2x annual gift

8. Potential Lifetime Revenue from Tocqueville Society Members – who endow their Tocqueville gifts • Average annual gift size $20,172 • x 10 years* $200,172 • + average planned gift$400,000 (minimum) • + perpetual Tocq. gifts $200,000 (over 10 years) • = Lifetime Value $844,172** Source: 2009 DBII; *Assumes they are not Loyal Contributors **Understated since this gift goes on forever!

9. The Incredible Potential of Lifetime Donor Value • We increase Lifetime Donor Value: • Every time we retain a donor • Every time a donorincreases his/her gift • Every time a donormakes an additional gift to supportour work (and their passion) • Every time a donor makes a planned gift • Every time a donor influences another donor to give, particularly to make a planned gift • Every time a donor advances our work by engaging

10. It all starts with Retention!

11. Why do you give to non-profit organizations?

12. Motivations to give • Being asked to give by a peer or respected influencer • Positive attitude toward philanthropy in general • Tax deductions • Religious beliefs/values • Believe that those with more should give to those who have less

13. Why do you keep giving?

14. What do donors want? • To know that their gift was received and appreciated • To know that their gifts was used for the purpose it was intended • To know that their gift is having a positive impact • - Penelope Burk, well-known researcher, speaker, author of Donor-Centered Fundraising

15. Conclusion: Do what donors want and avoid things they don’t like • (You can increase resources under management every year • 10-15% just by good stewardship, reporting on results and • recognition.)

16. People will forget what you said, People will forget what you did, but People will never forget how you made them feel. • Maya Angelou, Poet

17. What do you do to thank and inform donors? • Is it part of your culture and organizational priorities? • If not, why not?

18. A few things you can do to make donors feel good, thanked and informed • Immediate thank you letter - when, how, what • Phone call • Personal visit • Group gatherings and events • Message in company enewsletter • Notice on bulletin boards • Social media • Involve others to thank and inform

20. Engagement, including but going beyond “thank and inform” • What do you do?

21. Ways to Engage Donors- Executives and Employees • As volunteers • As advocates • As influencers • Recruit for affinity groups • Give them a job! • What do you do?

22. What are your challenges?

23. 24 Month Plan • Operationalize Relationship Management • Practice being intentional & longer term • One to One and One to Many • Retain, engage and encourage referral and recruitment • Touch-points & interactions • Cross-sell and upsell • Find the emotional trigger

24. Event-Driven vs. String of Touch-points, Interactions & Engagements Quality & Quantity of Engagements Day 1 Day 90 Day 120 per campaign schedule Quality & Quantity of Engagements

25. Quantity of Engagements - 24 Month Engagement with Women in the Workforce Annual Solicitation Progress Update Annual Solicitation Educational Information General communication Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Personalized communication Personal Thank You Personal Thank You Share stories: successes with kids, the stats, other volunteers Late summer events around reading School tours Late summer events around reading Genuine interactions

26. United Way of Greater ToledoA Case Study: From Giving to Engagement

27. Executing an Enhanced Workforce Campaign • Internal Behavior & Structure • Empower staff to engage more constituents in our work • Consultative Selling • RD Department restructure • Align RD staff with Community Impact & Engagement Departments • Develop tactics to increase non-restricted dollars and dollars toward our focus areas • Grants • CSR to align companies with strategy map programs • Align individual interests with products • Company development plans

28. Executing an Enhanced Workforce Campaign • External • Conduct Corporate & Foundation discovery • Identify & align United Way work with corporation/employees • Develop year-round engagement calendar • Conduct leadership & loyal donor forums • Conduct one-on-one discovery meetings with leadership and loyal contributors

29. Executing an Enhanced Workforce Campaign Year-round tools • Discovery Questions - Strategic Enhancement Group Inc. • Churn report - Amy Case/UWW • New Hires program • Your donor database – continual updates/notes • Thanks & Recognition • Educational opportunities • Volunteer opportunities • Advocacy opportunities

31. Owens-Illinois • O-I and United Way of Greater Toledo: • Consistently one of the top two workforce campaigns • Largest corporate supporter – over 2.3 million since 2007 • Most aggressive corporate matching program; 125% match on gifts of $500+ • Largest retiree campaign raising more than $92,000 (2012); leverages additional corporate match dollars • Largest corporate volunteer base

32. From Giving to Engagement: An Evolution • Campaign only • How to get started • Listen • How to make it happen • Volunteerism aligns with Corporate Social Responsibility • Year-round acknowledgement of accomplishments • Year-round mission-based activities and communications • Engagement Plan

33. Engagement Plan

34. Engagement Plan

35. From Giving to Engagement: An Evolution • Volunteering • Targeted volunteering with focused projects and goals • Education • Income • Health • Volunteer Pledge Card • Corporate Volunteer Council • Corporate Funders

37. From Giving to Engagement: An Evolution • Volunteering • Targeted volunteering with focused projects and goals • Education • Income • Health • Volunteer Pledge Card • Corporate Volunteer Council • Corporate Funders

38. Owens-Illinois 2006 – 2012 Campaign

39. Owens-Illinois Volunteerism

40. Items found in Digital Resource Center from 2013 SLC: • United Way of Greater Toledo Resource Development/Community Impact Department alignment plan • Strategic Enhancement Group Inc. Discovery Questions • Owens-Illinois Volunteer Pledge Card • Owens-Illinois 2012 Engagement Plan

41. “But how can I do all of this for all of my donors? We have so many and, often, we do not have accurate, timely donor data. And I am a staff of 1 (or 2 or 5) ”

42. Segmenting your donors – using the Churn tool

43. Segmenting Your Donors to Prioritize The Pyramid of Donor Service Ultimate Service Continuously Deepen Relationship Segment based on interest Advanced Service Build Relationship & Loyalty Learn donor interest Segment based on demographics Educate impact of giving Basic Service Establish Relationship Acknowledge and thank you Names, contact and email

44. Donor segments you could focus on: • Women • Young Leaders • Tocqueville/Leadership donors • Those interested in your CI work

45. What Resources are in the Retention Toolkit?

46. Where Is the Retention Toolkit? http://online.unitedway.org/site/Retention 46

47. Sample Data Capture Tools

48. Sample Retention Documents

49. Thank-a-thon SamplesRetention Toolkit

50. Win-Back Sample Documents