pmi - donor first program case study
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Donor First ProgramCase Study
Jann Schultz, Director of Donor Relations
PMI Hampton Roads ChapterFebruary 2011
Operation Smile
Fundraising
• Major Gift & Corporate Fundraising• Direct Response Marketing– Direct Mail, DRTV, Online, Tele-fundraising
• Donor Services
Recognized potential for improved service and revenue growth
Donor FirstPhilosophy
To make the Donor’s experience as exceptional as the services we provide to children & families served by Operation Smile, around the world.
Initiated “Donor First” Project
Phase One• Evaluated existing policies, procedures,
standards and guidelines• Reviewed historical data• Interviewed internal and external stakeholders• Conducted research and interviewed non-
profit peers• Identified team members and resources
Challenges
• Culture focused on delivery of mission – transforming children’s lives
• Poor retention of donors • Lack of process & procedure that supports a
“Donor First Philosophy”• Did not meet non profit industry standards in
multiple areas• Third party vendors contributing to the
challenges
Internal and ExternalReviews
Phase Two – Data Gathering• Internal Review– Donor Touch Points– Donor Database– Donor Relations Team – Workflows
• External Review– Direct Mail Provider– Direct Mail Keying & Caging– Direct Response TV Call Center
Common Denominator
Donor Database• Under utilized• Information silos
Result:• Database Quality Initiative
Project Execution
Phase Three
Key Touch Points:• Direct Response TV
Call Center• Donor Relations Call
Center – HQ
Project Execution
Phase Three (cont.)• Direct Mail
Processing
• Revised Workflows• Documented New
Procedures
Monitoring andControlling
Phase FourDonor Feedback• Website• Online EOY receipting• Personal Fundraising - Viral Marketing• Community Volunteer ContentReporting• Revenue Reporting• Annual Database Analysis• Quarterly National Benchmarking• Annual Sector Benchmarking
Closing Process
Phase Five – Measuring Results & Reporting• Improved efficiency & response– Same Day Deposits– 80% Improvement in Time to Acknowledge– 4% DM Revenue from Second Ask
Acknowledgement Program– 86% Improvement in Problem Solving Response
Time
Closing Process
Organizational Process Assets (Updates)• Donor Loyalty & Engagement– Reduction in Donor Concerns– Expanded Thank You Program (Phone Calls) – SAVES Program (CC Declines)– Grassroots Fundraising
• Cost Savings - eliminated unnecessary vendor services
Addressing the Challenges
• Culture focused on delivery of mission– New Mission Statement
• Retention of donors • Process & procedure that has us “think like a
donor”• Exceed non profit industry standards in
multiple areas• Third party vendors
Speaker ContactInformation
Jann SchultzDirector of Donor Relations
jschultz@operationsmile.org757.321.7645
LinkedIn: Jann (Erickson) SchultzTwitter: @jannschultz
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