Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a The Missing Middle: Cultivating a Deeper Connection to Mid-Level Donors and Bridging The Gap Between Membership and Major Gifts
Semelhante a The Missing Middle: Cultivating a Deeper Connection to Mid-Level Donors and Bridging The Gap Between Membership and Major Gifts (20)
Último
Último (20)
The Missing Middle: Cultivating a Deeper Connection to Mid-Level Donors and Bridging The Gap Between Membership and Major Gifts
- 2. #Bridge15 Speakers Chris Brooks Manager, Individual Giving Share Our Strength, Inc. Kathy Swayze President and Creative Director Impact Communications Maya Mahoney Major Gifts Officer Share Our Strength, Inc.
- 3. #Bridge15 • Middle Donors 101 • Share Our Strength Case Study: Mid-tier ambassadors • Keys to mid-tier fundraising success • Key Takeaways • Questions • Drink! Presentation Overview
- 4. #Bridge15 Are middle donors really missing? Well, they’re not missing so much as neglected. That’s terrible! Why would anyone neglect them? Because they’re complicated and kind of annoying. Oh.
- 5. #Bridge15 So, why are they so complicated and annoying? To answer that we need to go to the donor pyramid. No, not the donor pyramid!
- 6. #Bridge15 Major Donors Middle Donors Direct Response Donors Yes, the donor pyramid
- 7. #Bridge15 Background on Share Our Strength • Founded in 1984 • Launched No Kid Hungry in 2010 • Ending childhood hunger through awareness, access, and connecting families to existing programs Background on Mid-tier • Mid-tier Donors: $1,000 - $4,999 • Mostly online Share Our Strength Case Study
- 8. #Bridge15 What questions did we want to answer? How do we increase engagement? How do we grow revenue? How do we build a pipeline to Major Gifts? What can we do in addition to our current strategy?
- 9. #Bridge15 What assets and opportunities are there? Emails Culinary Events News/Updates Enthusiastic and Ambitious Staff
- 10. #Bridge15 Hey! What if we asked colleagues to work with a small group of donors and send them regular email updates and invites? On top of their full time job? Why would anybody want to do that? Maybe we can call it professional development? Yes, let’s do that.
- 11. #Bridge15 How will it work? • Keep it simple: pilot with a small group of staff (8 people) • Give staff portfolios of 10 mid-tier donors • Track the program through December so we can measure with year-end results How will the ambassadors know what to do? • Teach staff donor engagement 101 • Deliver pre-packaged email content for ambassadors to send every month • Meet with ambassadors monthly to answer questions, stay updated What happens if the Major Gifts team wants to take a donor? • The MG team will look over the list before we assign • If any MG comes in, or any new capacity is found, we can pull them into the Major Gifts Officer portfolio Designing the program
- 12. #Bridge15 Selling the program: Approval Professional Development Small time commitment No added costs Approved!
- 13. #Bridge15 Who did we want to volunteer? • Early career, sociable, enthusiastic staff • Preferably no Associate Directors, Directors, etc. Multi-channel recruitment: • Sent email to Development Department announcing the opportunity • Sat in on team meetings • Personal outreach – specific people we though would be interested Getting started: Finding Ambassadors
- 14. #Bridge15 Where did we find our donors? • Individuals only • Must have given a $1k gift in the last two years • Not assigned to a Major Gifts Officer • Must have an email address Getting started: Donor targeting
- 15. #Bridge15 Training • Individual fundraising 101 • Provided talking points on donor FAQs • What can the ambassador expect from the donors? • Crafted introduction email for ambassadors Tracking actions and results • Uploaded actions monthly to database as mass import file • Monthly check-in meeting to make sure ambassadors were sending updates • Used pre-set query to stay updated on new gifts How did we do it? Administration
- 16. #Bridge15 Update Emails • Updates delivered to ambassadors monthly • Content pulled from variety of sources • All emails pre-written by us. Ambassadors could copy/paste or edit as they chose • Crafted occasional region-specific messages as needed Lift notes for DM • Included lift notes for DM appeals • Agency delivered small segment to HQ for lift notes • Distributed cards for ambassadors to write How did we do it? Donor Communications ArticlesGift Acks Program Updates Giving Tuesday Appeal Event Invites DM Lift Notes
- 17. #Bridge15
- 18. #Bridge15 How did we keep the Ambassadors engaged? • Maintained regular schedule for meetings and email outreach (monthly) • Competition: Every month we acknowledged the ambassador who had “raised” the most money • Recognition: Shout-outs and thank yous in department and All-Staff meetings • Patience: Constant reminders that even though it might seem boring in September, November and December will get a lot more exciting How did we do it? Engaging the staff
- 19. #Bridge15 Executing the program: Year End $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 May June July August September October November December Mid-Tier Ambassador Revenue by Month
- 20. #Bridge15 Yeah, but did it work? Overall results Program Results Pilot Control Records 92 253 Actions per Donor 7.4 1.3 Conversion 49.47% 41.11% Revenue per Record $529 $410
- 21. #Bridge15 Yeah, but did it work? Segment Comparison 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Loyal Renewal Lapsed Total Conversion Rates Pilot Control
- 22. #Bridge15 Ambassador Feedback • Really easy, not time consuming • Great experience, learning about development and individual fundraising • Gave ambassadors good context for their own jobs • Most ambassadors wanted more donors Other Feedback • One donor upgraded to a major gift as a direct result of Ambassador email • “Promoted” 2 donors to Major Gifts Officer portfolios • Senior leaders and our Executive team love the program Qualitative Results
- 23. #Bridge15 What now? The case for expansion Fundraising Pipeline Development Staff Experience Professional Development Donor Engagement Team Building
- 24. #Bridge15 More staff, more donors • Recruited additional staff • Added staff from Communications and Program • Each ambassador will manage 15 donors • Total of 233 donors in 2015 • Added an upgrade segment What Now? Status update Recruit Train ExecuteAnalyze Adjust
- 25. #Bridge15 Are you having a different conversation with your middle donors?
- 26. #Bridge15 Describe Your Mission in Grand Terms It’s not a work plan, it’s a grand vision
- 27. #Bridge15
- 28. #Bridge15
- 29. #Bridge15 “The world needs more creative thinkers. The world needs more changemakers. The world needs more Ellington students.”
- 30. #Bridge15 Make Them Feel Like Family; Insiders
- 31. #Bridge15 “No matter where you are or what you’re doing in your life right now, I know you carry a little piece of McCombs School of Business and the University of Texas with you.”
- 32. #Bridge15 “As one of our most valuable supporters, we want you to be the first to hear about this exciting initiative. And we hope to get your input as we fine tune our plans in the weeks ahead.” “Jim and I thought it was important to invite a very small group of our special friends to hear about our vision for the future – a future that you may have a major role in making possible for the men, women and children we serve.”
- 33. #Bridge15 Use Perks • …but not too loudly • Give them stuff, but talk about their altruism • Keep it mission focused
- 34. #Bridge15 … To show our appreciation for your generous support at this higher level, I am also able to offer you some exclusive benefits and opportunities. When you first join, we’ll send you an AARP Foundation Opportunity Builders lapel pin and certificate to identify you as a determined leader in the fight to end senior poverty. You will also be invited to participate in “insider” briefings with Foundation leadership and other experts. And, with your permission, we’ll acknowledge your generosity by listing your name as an Opportunity Builder in the AARP Foundation annual report. The most important reason to give, however, is the satisfaction you will feel knowing that your dollars are making a life-changing difference to struggling seniors across the country– perhaps even for someone in your own community…
- 35. #Bridge15 Position the Donor in Your Solution
- 36. #Bridge15 “Gabriel is waiting for someone to come and take care of him. Will you be that person? ”
- 37. #Bridge15 “Your answers will guide me in my role as AARP Foundation president…”
- 38. #Bridge15 Encouraging Donors to Reach Higher
- 39. #Bridge15
- 40. #Bridge15 How will you be remembered? The Smithsonian Institution was founded thanks to a generous gift left by James Smithson in his will. Surely he could not have imagined the impact his gift would have over time, or how the Smithsonian Institution would transform the world. Few of us can count accomplishments on the scale of individuals like James Smithson. But each of us, in our own unique way, has an impact on the people and world around us. Through your support of the Smithsonian, you have embraced learning and discovery and helped support the world’s most renowned museum and research center. “Few of us can count accomplishments on the scale of individuals like James Smithson. But each of us, in our own unique way, has an impact on the people and world around us.”
- 41. #Bridge15 Wrapping up • Make them feel like insiders, like family • Describe your mission in grand terms • Use perks, but not too loudly • Position the donor in your solution • Ask donors to reach higher
- 42. #Bridge15 Wrapping up • Stewarding donors is just as important as asking for money • Just because a donor isn’t giving $5k or $25k doesn’t mean they don’t want a better relationship with you • What assets do you have that could make a difference for your donors?
- 43. #Bridge15 Bring up your business card or give us your email address to get copies of the deck or to see any additional documents/samples. Thanks! Questions?
- 44. Thank you! Chris Brooks: cbrooks@strength.org Maya Mahoney: mmahoney@strength.org Kathy Swayze: kswayze@impactdc.com
Notas do Editor
- .
- Here’s where it gest really interesting Segments Loyal, these are people who gave 2 years in a row Renewal: These are people who gave last year but not the year before, this group is overwhelmingly made up of 1st time $1k donors Lapsed: Did not give last year, but gave 2 years ago. So you see the conversion rates for loyal and lapsed are pretty similar. There’s a slight decline in loyal donor retention, but the population of loyal donors is pretty small, so one donor could have made the difference for the pilot group. Same thing with the lapsed group, not a really big difference. So the conclusion that we drew here was that if you’re already loyal, or already lapsed, that additional personal contact is probably not going to move the needle a ton. BUT, the renewal segment, and primarily the 1st time $1k donors, their retention rates shot through the roof for the pilot group. This group of donors acted like loyal donors, which is crazy. So the big lesson here is that getting those new donors into the right stream of actions is critical. After looking at this data, we said that in the following years we really wanted to make sure that all first time donors were assigned to ambassadors.
- People like belonging to things