moving donors up the giving pyramid
DESCRIPTION
Presented by Jann Schultz, AVP Donor Services, Operation Smile and Angel Aloma, Executive Director, Food for the Poor, July 2013. Learn proven strategies from our experts to optimize long term value of your direct response donors by moving them up the giving pyramid. Utilizing case studies, this presentation will offer proven concepts regarding development of donor pathways, messaging and offer development and highly personalized contact strategies to optimize donor value.TRANSCRIPT
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 [email protected]: 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
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, [email protected]
Angel Aloma, Executive Director
Food For The Poor 954.427.2222, [email protected]
Mark Rhode, Vice President
Russ Reid 626-298-4166, [email protected]