moving donors up the giving pyramid

MovingDonors UP The GivingPyramid

JANN SCHULTZ, Operation Smile ANGEL A. ALOMA, Food For The PoorMARK RHODE, Russ Reid

The problem we’re here to solve How to optimize relationship and revenue from our donorsproducts, integrated channels, strategiestacticsQuestions are good, but hold till Q&A

JANN SCHULTZOperation

SmileTwitter: @jannschultz @operationsmile

#NYNP2013

Operation SmileEnvisions a world in which no child suffers or dies because of a repairable facial deformity.

Fundraising Analysis

Collapsed Giving Pyramid

© Pursuant Ketchum

Donor Care (Mid-Level Giving) Program Goals

Donor EngagementDonor RetentionUpgrade and Long Term Value

Donor Care Associates (portfolio of 650 donors)

Donor Care Communication Strategy

12 Touches3x Multi-channel campaigns2x Newsletters3x Reporting Back (mail and phone)Annual tax receipt (online & offline)3x special DM appeals

New Products

Single Surgery Ask $240Sponsor an Operating Table $2400

84%

91%

103%

Mid-Level Prospects HPC $240-$47984% Lift – the difference in performance between

Test Panel and Control Panel Upgrading to $480+

Mid-Level Prospects HPC $480-$99991% Lift – the difference in performance between

Test Panel and Control PanelUpgrading to $1000+

Wealth Screen Prospects HPC <$240103% lift – the difference in performance between

Test Panel and Control PanelUpgrading to $500+

The Donor Cliff

Repairing the Gaps

Repairing the Gaps Charitable Partners Program Face to Face solicitation Multi-year pledges

New Major Gift Team Leadership From event organizers to Gift Officers Portfolios, moves management

framework, weekly reports Communication and solicitation program

Direct Response Donor Care Charitable

Partners Development

Donor Paths, Programs & Goals

Planned Giving Prospecting

• Includes:• DR Acquired• Single Gift & Recurring• Multichannel

Cultivation• Donor Relations

Support• Goals:

• Second Gift• Donor Retention

• Includes:• DR & Other Channel

Acquired Donors• Single Gift Donors• Hybrid Cultivation

w/Versioned Messaging• Donor Care Associate

Portfolio and Support• Goals:

• Donor Upgrade & LTV• Donor Engagement• Donor Retention

• Includes:• DR & Other Channel

Acquired• Face to Face Solicitation• Hybrid Cultivation &

Communication• Associate Development

Officer Portfolio• Donor Care Associate

Support• Goals:

• Donor Upgrade & Multi-Year Pledges

• Donor Engagement• Life Time Value• Major Gift Prospecting

• Goals:• Major Gift Donors &

Prospects• Face to Face Major Gift

Solicitation• Goals:

• Donor Upgrade• Annual gifts• Multi-Year Pledges• Donor Engagement• Life Time Value

© Pursuant Ketchum

Direct Response Donor Care Charitable

Partners Development

Donor Paths & Programs

HOT

WARM

COLD

HOT

WARM

COLD

HOT

WARM

COLD

HOT

WARM

COLD

Upgrade and downgrade paths developed for each type of donor in each program…

© Pursuant Ketchum

What does success look like to date?Continued collaboration across programs – focusing on the donorFull roll out of the Charitable Partners ProgramFirst full review of MGO PortfoliosImplementation of a multi-channel Stewardship and Communication program for MG Donors

Major Gifts Stewardship ProgramCommunication and Solicitation Plan

12 Touches• 3x Solicitations (leveraging direct response

content)• 3x Newsletters (version of direct response)• Annual tax receipt• Annual Report• Quarterly Donor Impact Reports

(campaign updates)+ Thanksgiving Card, Birthday Card

Takeaways from JannAssess all your fundraising programs – find the gapsReview your product offers and begin an upgrade program within your existing direct responseIdentify “bridging” or “transition” strategies to move donors out of direct responseCraft donor-centric pathways that allow movement and build business rules for moving donors in and out of upgrade programs.Create a comprehensive communication program

Thank You!Jann Schultz

+1.757.321.7645+1 757.593.6560jschultz@operationsmile.orgFacebook: Operation SmileTwitter: @jannschultz @operationsmileLinkedIn: Jann (Erickson) Schultz

Associate Vice President, Donor ServicesOperation Smile

Moving Donors UP The Giving Pyramid

Food For The Poor, Inc.ANGEL ALOMA

ACROSS CHANNELS

PhoneDirect MailFace to Face

DYNAMIC ASKSRealistically and gently stretching the donors to increase their giving with dynamic asks and ask tables based on their last largest gifts

DIRECT MAIL & PHONE

Upgraded ask tables

$ $to

FACE-TO-FACEPresent higher priced projects, always with options

DONOR CENTRIC COPYLet your copy and conversation be

truly donor centric. Compare:

“Food For The Poor feeds hundreds of hungry, at-risk children.”

Vs.“Your caring generosity has saved the lives

of hundreds of hungry children by providing them with much needed food.”

WHAT’S YOUR USP? - YOUR STORIES!!!

Tell them wellDon’t be afraid to elicit an emotional response; emotions are a strong catalyst for generosity

BREAK DOWN SILOS

No one owns a donorYour best donors are those that give to multiple channels

TELEPHONE - THE BEST CULTIVATIONAL TOOL

In tests with first time donors, a thank you call increased renewal rate by 40%

RIGHT FROM THE START

THIS IS HOWFOOD FOR THE POOR

USES IT

FOUR GROUPS

Campaign Advisors 2 (CA2)Campaign Advisors 1 (CA1)Senior Campaign Advisors (SCA)Development Advisors (DA)

They call active donors (0-12) with single gifts of $50 - $99 in last 24 monthsPool of 60,000 donors13 callers on predictive dialer

CAMPAIGN ADVISORS 2

CAMPAIGN ADVISORS 1

They call active donors (0-12) with single gift of $100 - $599 in last 24 monthsPool of 60,000 donors10 callers on predictive dialer

SENIOR CAMPAIGN ADVISORS

They call active donors (0-12) with single gift of $600 - $3,600 in last 24 months or cumulative gifts of more than $3,600 two years in a rowPool of 9,700 donors11 callers, each with own portfolio of donors for continuous contact

DEVELOPMENT ADVISORS

They call active donors (0-12) with single gift of $3,600+ to $20,000 single or cumulative Pool of 7,000 donors17 callers, each with own portfolio of donors for continuous contact

THREE CAMPAIGNS PER YEAR (12-16 WEEKS)

Water - Food – HousingCalls follow-up creative direct mail

pieces promoting above with ask tables designed to upgrade donors.

INCENTIVES

Callers are incentivized…to surpass goalsto upgrade donors to

higher level

GRADUATIONIn January each year…All CA2 donors with single gifts of $100+ will upgrade to CA1 groupAll CA1 donors with single gifts of $600+ will upgrade to SCA groupAll SCA donors with single or cumulative gifts of $3,600+ - two years in a row – will upgrade to DA groupAll DA donors with single gift of $10,000 and cumulative of $20,000 will upgrade to Major Donor Department.

MAJOR GIFTS DEPARTMENT

650 donorsDirector with portfolio of 20 donorsFive major gifts advisors with approx. 125 donors in each portfolio$20,000+ per year donors

MOVING THEM TOWARDS THE PEAK OF THE PYRAMIDDevelop meaningful, personal relationships well beyond donor/fundraiserCalls, cards, notes, prayersAwardsSpecial EventsParties witha Purpose

MOVING THEM TOWARDSTHE PEAK OF THE PYRAMID(Continued)

Proper fulfillment for projects undertaken by donorAccess to Executive DirectorPersonal visitsMission trip to see need and organization’s response tothat need

THE SUMMIT – LEGACY GIFTS

Relationship between Major Gifts and Planned Giving Departments

THERE IS GOLD IN GOLDEN YEARS OF YOUR DATA BASEExample of successful approach by FFP:

Phone calls to select of donors 65+ years oldThank them for past support – some may be lapsedOffer prayer for special intentions/petitionsOffer free course in planned giving

HOT PROSPECTS

Those who request/accept free course are hot prospects for a planned giftThese should be followed up by phone call from Planned Giving AdvisorThis call could lead to setting up a personal visit with planned giving prospect

Thank You!

Angel Aloma

954-954-2222aaloma@foodforthepoor.com

Executive DirectorFood For The Poor, Inc.

Moving Donors UP The Giving Pyramid

Thank You!Jann Schultz, Associate Vice President, Donor Services

Operation Smile

757.321.7645, jschultz@operationsmile.org

Angel Aloma, Executive Director

Food For The Poor 954.427.2222, aaloma@foodforthepoor.com

Mark Rhode, Vice President

Russ Reid 626-298-4166, mrhode@russreid.com