1. 8 Things Big Nonprofits Don’t Know
That Smaller Nonprofits Understand

2. 8 Things Big Nonprofits Don’t Know That
Smaller Nonprofits Understand
David Saunders
National Museum of the American Indian
Palmer Shepherd
National Breast Cancer Coalition
Dave Perrett
Wolf Trap Foundation for the Performing Arts
Amy Barriale
African Wildlife Foundation

3. 8 Tips:
1. It’s a multi-channel world. You need to be where your donors are in
every channel.
2. Ensure a seamless donor experience - break down your channel
silos and ensure cohesive communication.
3. Don’t forget to coordinate closely with your communications/PR/
Marketing departments on strategy AND scheduling.
4. Break down the barriers in fundraising strategy between low dollar
and high dollar giving and ensure a seamless member/donor
experience.
5. Integrate and coordinate schedules among all departments
communicating with member/donors and prospects.
6. Break down database silos.
7. Be deliberate about inter-departmental data business rules.
8. Reward staff who play well together!!

4. David Saunders
Director of Membership
National Museum of the American Indian

5. About the NMAI
NMAI is committed to advancing the knowledge and understanding of the Native
cultures of the Western Hemisphere, past, present, and future, through partnership
with Native people and others.
The museum works to support the continuance of culture, traditional values, and
transitions in contemporary Native life.
3 locations – DC, NY, Suitland – as well as extensive online collections search and
travelling exhibitions.

6. The National Museum of the
American Indian, Washington, DC
The George Gustav Heye Center, New
York, NY
Cultural Resources Center,
Suitland, MD

7. Membership Program
Established in 1991 as part of the museum’s
capital campaign to open the Cultural Resources
Center and the Museum on the National Mall
300,000 individuals have donated more than
$53,000,000 over the past 19 years
Current membership of 42,000 households
nationwide.
70% of members live outside the DC and NYC
metropolitan areas

8. Income by Channel
$3,500
$3,000
$2,500
Thousands
$2,000
$1,500
$1,000
$500
$0
FY08 FY09 FY10 FY11
Mail TM Web Email

9. Web Income Matched to Join Channel
$300,000
$200,000
$100,000
$0
FY08 FY09 FY10 FY11
Direct Mail TM Multi-Year Web New Web Email
• Direct Mail joins gave 67% of online income in FY11.
• Web joins gave 31% of online income when both first and multi-year joins are combined.
• These percentages have remained within a couple of percentage points starting in FY08.

10. Subsequent Income by Channel for Web Joins
$160,000
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
$0
FY08 FY09 FY10 FY11
DM TM Web Email Major Donor-DM Major Donor-TM
• Web joins are giving 21% of subsequent giving via the web, 43% via direct mail and 21% via email.
• In addition, they gave 18% of their subsequent income to the Major Donor program.

11. Subsequent Income by Channel for Direct Mail Joins
$3,000,000
$2,500,000
$2,000,000
$1,500,000
$1,000,000
$500,000
$0
FY08 FY09 FY10 FY11
DM TM Web Email Major Donor-DM Major Donor-TM
• Direct Mail joins gave 80% of subsequent giving to direct mail in FY11
• Telemarketing comprised 2% of their giving in FY11
• Online giving is 5% in FY11
• Direct Mail joins have been a strong source of Major Donor giving. They gave 10% of their
subsequent giving to the Major Donor program in FY11.

12. FY11 Income per Member by Previous Giving Channels
$80 100%
$70
80%
$60
$50 60%
$40
$30 40%
$20
20%
$10
$0 0%
DM, TM, DM, TM DM and DM and DM and TM DM Only Web Only
Web and and Web Email Web
Email
Income/Member Average Gift Retention
• Members having given to all four channels at the start of FY11 were the most
valuable during FY11.
• Only members with four or more gifts previous to FY11 were included in this
analysis.

13. Online Email Registration

14. Capture emails on all mailings,
communications, inbound calls, events, etc..

15. Acquisition
Corresponding DM acquisition

16. Renewals
Suggested
renewal
amount and
expire date
populated
Corresponding
DM renewals
• eRenewal revenue from
monthly efforts has
increased 86% since FY09
and has not negatively
affected DM renewals

17. Appeals
July Appeal: Calendar
Highest Response % - 6% increase over FY10
exceeded budgeted Net Revenue by 40%
Soft ask included in
Wellspring Society
Segment – highest
performing segment at
9.8%
Sept Appeal: Calendar Follow Up
Additional appeal effort in FY11

18. eAppeals and eRenewals
Calendar e-Appeal Series
Email 1: Vote with ask to appeal/ renew/ join audiences
Email 2: Winner with ask to appeal/ renew/ join audiences
Email 3: Join/Renew to receive calendar
Email 4: Join/Renewal last chance

19. • Minimal changes from
previous year (similar style,
same number of images)
• Incorporated calendar ask
into regular monthly
renewals.
• Avg. gift stayed fairly flat
• Response rate more than
doubled
• Raised 3.5x more gross
revenue
• Avg. gift stayed fairly flat

20. eAppeal Calendar Efforts
QTY AVG. RESP. GIFTS FULFILLED TOTAL NET
SENT GIFT RATE REVENUE COST REVENUE
FY11 Acquisition 49,119 $40.41 0.12% 58 $2,344 $1,249 $1,095
FY10 Acquisition 39,850 $32.09 0.11% 43 $1,380 $2,083 ($703)
FY11 Appeal 17,175 $51.35 0.28% 48 $2,465 $437 $2,028
FY10 Appeal 16,029 $38.00 0.06% 10 $380 $838 ($458)
FY11 Renewal 71,325 $48.65 0.66% 470 $22,865 $1,813 $21,052
FY10 Renewal 15,784 $50.71 0.75% 119 $6,035 $825 $5,210
FY11 TOTAL 137,619 $48.05 0.42% 576 $27,674 $3,499 $24,175
FY10 TOTAL 71,663 $45.32 0.24% 172 $7,795 $3,746 $4,049
FY11 expanded strategy:
Added 4th email in the series – “Last Chance” offer to Join/ Renew
Expand select to include all lapsed and non-member records with valid email
addresses
FY11 Net Revenue increased 497% over FY10

21. 2009 Director’s Council Upgrade Campaign
2 Direct Mail efforts in January and July vs. 1 effort in 2008
Telemarketing effort in April vs. no telemarketing in 2008

22. Telemarketing Effort
CASE FOR GIVING: Mr/Ms____, the vision of the National Museum of the American Indian was never simply to be a
showcase for artifacts, but rather a living cultural center where all Native voices can be heard.
Mr/Ms____, are you aware that old stereotypes of Native Americans continue to exist in educational materials in many
schools? It’s probably not surprising, but it’s unfortunate when student knowledge is being shaped by historical teachings that
often lack Native perspectives altogether.
FIRST ASK: Being one of our most generous supporters and a “kindred spirit” to our mission, we would like to invite you to
become part of the very special Director’s Council of Friends membership -- to help us fill in the gap of what is being taught
with true voices and stories of Native peoples. The Director’s Council of Friends is a group of our most loyal supporters who
are committed to shattering stereotypes and promoting understanding of the Native cultures of the Western Hemisphere. By
supporting our programs, they assist our goal of presenting living cultures in a proper light, and the membership also comes
with some great benefits (mention 1-2 benefits as needed).
IF ASK IS $5,000+: You would also have the option of having your name, or the name of a friend or loved one engraved on a
plaque in the Rasmuson Performing Arts Theater in recognition of your extraordinary support.
Because NMAI’s greatest impact is reflected in reaching out to the minds and attitudes of young people, can we count
on you to (join / renew your membership with) our Director’s Council of Friends with a gift of $FIRST ASK, which can
be broken into four quarterly gifts of $______?

23. NMAI FY09 DM and TM Final Results
 DM Effort #1 shows lift in performance due to package revisions.
 DM Effort #2 costs show savings of gang printing (these are also lower because
creative costs were absorbed by Effort #1)
 TM campaign has more gifts because callers secured more gifts under $1,000 than
the mail campaigns – increases response and decreases average gift.
Quantity Gifts RR % AG Gross Cost Net Net/Dnr
2008 DM DCOF
Invitation 5,999 42 0.70% $785.12 $32,975 $11,502 $21,473 $511.27
DM DCOF Invitation -
Effort #1 6,639 95 1.43% $534.21 $50,750 $14,208 $36,542 $384.65
TM DCOF Invitation 1,122 204 18.18% $327.25 $66,760 $9,417 $57,343 $281.09
DM DCOF Invitation -
Effort #2 6,279 32 0.51% $430.47 $13,775 $9,823 $3,952 $123.50

24. NMAI FY09 DCOF Final Results
 FY09 DCOF strategy expanded with the addition of a TM follow-up invitation and an
additional DM effort in July.
 New TM Invite upgraded 42 members to DCOF, and had extremely high credit card rate of
42.45% (35% budgeted), helping the campaign to fulfill at 74%.
 Net Revenue increased by 356% over the previous year (does not reflect additional
contributions from installment gifts). $97,837 vs. $21,473
 DM invite art and copy refreshed and benefits listing refined (2nd effort included
“enhanced benefits” teaser and insert) and data selections adjusted for improved
response.
 DCOF members in December 2008: 216 July 2009: 267 May 2010: 266
Quantity: 14,040
Gifts: 331
RR%: 2.36%
Ave Gift: $396.63
Gross Rev: $131,285

25. David Saunders
Director of Membership
National Museum of the American Indian
202-633-6602
SaundersDF@si.edu

26. Palmer Shepherd
National Breast Cancer Coalition

27. National Breast Cancer Coalition
Since NBCC's founding in 1991, it has changed the world of
breast cancer—in public policy, science, industry and
advocacy—by creating new partnerships, collaborations,
research funding opportunities and avenues for access to
quality care.
On September 20, 2010, NBCC launched a bold initiative—
Breast Cancer Deadline 2020®—a call to action
for policymakers, researchers, breast cancer
advocates and other stakeholders
to end the disease by 2020.

28. National Breast Cancer Coalition

29. Breaking Down Database Silos
• Expanded use of Donor Database
– Giving the nonprofit a better overall view of their
Constituents
– Providing resources for Education/Program/Field
Departments
– Requires Compromise
– Requires strong permissions/security structure
• Online/Offline Database Synching
– online resources have reduced existing organizational
divisions of our constituents

30. Data Coordination
• Database Manager is invited to project kick-offs to
coordinate information needs
– Build infrastructure (where is the best place to house the
information that will create the minimum increase in workload).
– What personnel are best suited to efficiently complete the task.
They may not be in the department of the project.
– Database Manager can highlight existing resources.
– Database Manager can combine needs of different projects to
streamline data entry/information processing.
– What is the true need of the project? Actual data or trends and
comparative data only? Can the needed information be
captured another way?
– Test and review, then invest the time for structure.

31. What Can David Do?
• Increased flexibility of individual employees
allows small nonprofits to pivot quickly based
on the organization’s needs
• Employees can detect issues sooner, because
data entry staff are involved/aware of needed
final result
• Data entry staff are able to alert departments of
patterns and trends that may affect them

32. A Few Examples of Small Benefits
• Shared information between departments to
improve constituents’ experience
• Enhance constituents’ path through the
organization (resolve being asked the same
question by multiple departments)
• Petition signers are tracked in the donor database
and become prospects for acquisition
• Data captured in the field in a ready to use format

33. Small and Mighty
• Increased flexibility allows small nonprofits to
quickly move their resources to where they are
needed
• Improved Customization of response: When the
standard procedure/response is not enough, we
can do more immediately
• Open communication structure can allow for
ideas that are often applied in one area to be a
unique solution in another area

34. Palmer B. Shepherd
Database & Membership Manager
National Beast Cancer Coalition
Email pshepherd@BreastCancerDeadline2020.org

35. Dave Perrett
Wolf Trap Foundation for the Performing Arts

36. Wolf Trap Foundation for the Performing Arts
Our Mission
To present and create excellent and innovative performing
arts programs for the enrichment, education, and
enjoyment of diverse audiences and participants.
About Us
Wolf Trap Foundation plays an important role as a
national leader in arts and education.
We offer year-round performances and innovative
education programs for the enrichment and
enjoyment of people of all ages.
Over the past four decades, nearly 20 million people
have been drawn to this natural and cultural oasis.
We present nearly 300 total performances each year
at the Filene Center, The Barns at Wolf Trap, and
Children’s Theatre-in-the-Woods.
36

37. Wolf Trap Membership
Less than 2% of Wolf Trap’s ongoing funding for operations comes from government
sources. The National Park Service, Wolf Trap’s partner since founding, is responsible
for facilities management (including parking), and maintenance of Wolf Trap National
Park for the Performing Arts, while Wolf Trap Foundation manages performances,
ticketing, concessions, and events at the Park, as well as marketing and fundraising for
all program areas.
Ticket sales cover only 50% of Wolf Trap’s annual operating expenses.
37

38. Why have an Integrated Program?
Research has shown that members who buy tickets frequently have higher
value and better retention than members who rarely buy tickets.
Likewise, ticket buyers who are members tend to buy more tickets over time
than ticket buyers who are not members. Everyone benefits!
• On average, the 7,500 Wolf Trap members purchase 15%-20% of the
400,000+ tickets sold each year ($2.25M-$3M)
More efficient use of marketing and membership expense budgets!
• The need for support and the excitement of great programming are
highlighted in both departments’ communication – twice the exposure and
impact.
38

39. The Path to Integration: Step 1
Step 1: Meet with your Marketing Department!
Sounds simple, but this type of meeting often never occurs. Membership and Marketing
are often silo’d departments in performing arts organizations – but it doesn’t have to be that
way!
Things to discuss when determining next year’s strategy:
Any major changes anticipated from last year’s schedule?
What upcoming performances/event(s) do they think will generate the biggest buzz?
What will the on-sale date calendar look like?
What types of marketing initiatives will be used to promote shows?
39

40. The Path to Integration: Step 2
Step 2: Create an integrated schedule to take advantage
of key dates
Month Acquisition Renewals Reinstatement Appeal Internal Dates
A0111 - DM Acquisition #1 - week of
R0111 - Renewal #1 Dec Exp - 9/27
9/8/10
September 2010
RE111 - R1 Dec Exp - 9/27
A0211 - DM Acquisition #2 - week of
10/26 - first wave of announcements
10/12
October 2010
AE110 - E-Acquisition #1 Lapsed - 10/12
AE210 - E-Acquisition #2 Lapsed and
R0211 - Renewal #2 Dec Exp - 11/22
subscribers - 11/29
November 2010
RE211 - R2 Dec Exp - 11/29
A0311 DM Acquisition #3 - week of 12/6 R0311 - Renewal #3 Dec Exp - 12/13
AE210 - E-Acquisition #2 Lapsed and
December 2010 RE311 - R3 Dec Exp - 12/15
subscribers - 11/29
A0411 DM Acquisition #4 - week of 1/24 R0411 - Renewal #4 Dec Exp - 1/24
January 2011 RE411 - R4 Dec Exp - 1/31
R0511 - Renewal #5 Dec Exp - 2/21 2/8 - second wave of announcements
February 2011 RE511 - R5 Dec Exp - 2/21
A0511 DM Acquisition #5 - week of 3/21 R0611 - Renewal #1May Exp - 3/28 L0111 DM Reinstatement (R3 pkg) - 3/14 3/15 - third wave of announcements
March 2011 RE611 - R1 May Exp - 3/28 LE111 Ereinstatement (R3 e-mail) - 3/14
R0711 - Renewal #2 May Exp - 4/25 4/17 - final wave of announcements
April 2011
R0811 - Renewal #3 May Exp - 5/30
May 2011 RE711 - R3 May Exp - 5/30
R0911 - Renewal #4 May Exp - 6/27
June 2011
R1011 - Renewal #5 May Exp - 7/25 CE111 Philanthropic E-Appeal - 7/18
July 2011
August 2011
40

41. The Path to Integration: Step 3
Step 3: Test to determine the best strategy
Tests to conduct:
Performance photo on carrier vs. plain carrier
1xTB vs. 2+TB results (also subscribers if you
have them!)
How many years back for 1xSTB or 2+STB?
Timing – Play off post-performance excitement or pre-
performance anticipation?
Types of ticket buyers – lawn vs. in-house; genre
preference; price point selects (e.g. only ticket purchases of
$50 or more)
Don’t forget Telemarketing, E-mail, Website, and on-site
(box office sales)!
41

42. The Path to Integration: Step 4
Step 4: Meet with Marketing Department to discuss
results!
The numbers may speak for themselves, but it’s important to schedule a meeting and
discuss the results so that everyone can see and understand the impact of integration.
Things to discuss/analyze:
What was the volume of ticket sales during member pre-sale periods?
What was the bump in memberships when marketing ads ran?
What was the increase in total ticket sales for the year?
What was the increase in total memberships for the year?
42

43. Integration in the
Membership Direct Marketing Program
43

44. February Acquisition Package
Insert highlighting
upcoming
performances
44

45. eAcquisition
Dear Barbara,
Right now we are planning for our 2011, 40th anniversary Filene Center
season. It is going to be a fantastic one, and we want you here at Wolf Trap
Membership Appeal to
to enjoy it!
You know that the Wolf Trap experience goes beyond performances. . .
it’s a celebration of summer and the arts. You can bring a bottle of wine, a
General Public E-mail
picnic, a soft blanket, a few close friends, and sit on the grass in our beautiful
National Park setting.
Subscription List
And you can enjoy Wolf Trap even more when you join as a member for
as little as $65.
(approximately 22,000
As a Wolf Trap member you will gain access to Exclusive Members-only
ticket priority which means you can buy tickets before the general public
so that you never have to miss out on your favorite performances. The next Members -only Presale for the 2011
Filene Center season will be announced on February 7. Join online now so you will be able to take advantage of this
subscribers): Highlights
opportunity.
Many popular shows at Wolf Trap routinely sell out in-house. Last season, there was high demand for tickets to next Members-only
shows like Sheryl Crow, Steve Miller Band, Harry Connick, Jr., Willie Nelson, and the National Symphony Orchestra’s
An Evening with Idina Menzel & Marvin Hamlisch, just to name a few.
And in addition to providing exclusive Members -only benefits, your contribution also supports and sustains the
Ticket Presale
excellence of our arts and education programming through The Barns at Wolf Trap, the Wolf Trap Opera Company,
Wolf Trap Children’s Theatre-in-the-Woods, and Wolf Trap Institute for Early Learning Through the Arts.
announcement date
Plus, for a limited time, you can join for just $65 - $10 off the regular Friend level of membership! Or join as a
Curtain Raiser at $150, get all the benefits of a Friend, plus earlier access to Members-only Presales and
significant savings on ticket service charges (pay only $12.50 per preseason order regardless of how many
tickets you purchase, instead of a per ticket charge!).
Select performances are now on sale and more exciting performances for the 2011 season will be announced soon!
We want you here with us!
There is only one way of making sure you don’t miss out on the performances you want to see, and that’s by
becoming a Wolf Trap member today.
Please don't wait – join today to be eligible for our upcoming Members-only Presales!
Sincerely,
45

46. Renewal Series – First Notice (Three Months Prior to Expire)
• Mail annual renewal
series just prior to first
announcement of
upcoming season;
additional efforts mailed
in advance of second
performance
announcement
• Highlight upcoming
performances in letter
• Renewals stress
upgrading membership
level to get even earlier
access through
Members-only Presales
46

47. Integration in Marketing
Materials
47

48. Performance Schedule Mailing
48

49. Marketing Email Become a Member and Buy Tickets First!
Email not displaying correctly? View it in your browser. Send to a Friend
Members are buying tickets to these newly announced performances NOW! Memberships
begin at $75 $65.
Learn more and join today!
Tickets On Sale Saturday, April 30 at 10 am!
Order tickets 3 easy ways:
New Summer Shows Just Announced! Summer 2011 at Wolf Trap
Browse the full schedule
 Online at www.wolftrap.org (A per-ticket service charge applies.)
These shows go on sale to the public Saturday, April 30 at 10 am.
Become a member now and buy tickets first! Read below for more details. May  Call Tickets.com at 1.877.WOLFTRAP (1.877.965.3872) from 10 am to 9 pm. (A per -ticket service charge applies.)
27-28: A Prairie Home Companion with Garrison  Stop by the Filene Center Box Office and save the service charge.
Summer 2011 will feature: Keillor
Lucinda Williams June
2: Bill Cosby
Amos Lee Walk the Red Carpet at The Inspector Premiere!
3-4: H.M.S. Pinafore - New York Gilbert & Sullivan
Tuesday, July 19
Players
5: Wolf Trap's 22nd Annual Louisiana Swamp Romp WORLD PREMIERE!
An Evening with 6: Brian Wilson Wednesday, April 27 at 8 pm
8: Frankie Valli &
Lyle Lovett Friday, April 29 at 8 pm
The Four Seasons
and his Large Band Sunday, May 1 at 3 pm
9: The Levon Helm Band with moe.
Tuesday, August 30 10: The Go-Go's
11: Bright Eyes Stride into the spotlight and help us launch opera’s next big hit comedy! Don't miss this new comic opera from
John Hiatt & The Combo M. Ward with Dawes John Musto and Mark Campbell, the GRAMMY-nominated team who brought you Volpone! How far will a
12: Indigo Girls with The Shadowboxers government official go to hide his dirty laundry? You'll be surprised. Or maybe you won't...
Big Head Todd & The Monsters
14: Patti LaBelle Buy your tickets now!
Tuesday, September 6
15: Elvis Costello & The Imposters
16: Southside Johnny & The Asbury Jukes
The Smithereens
Read about the commissioning of The Inspector
The Brothers Cazimero 17-25: WTOC: The Curious Women
Special Guest: Brother Noland 17-18: RAIN — A Tribute to the Beatles See you in Santa Schiffezza!
Wednesday, September 7 19: The Monkees
20: Daryl Hall & John Oates
21: Aretha Franklin with Vance Gilbert
22: Mormon Tabernacle Choir Special Offer: Children's Theatre-in-the-Woods
Judy Collins 23: Peter Frampton
Special Guest: Jesse Winchester 24: Creedence Clearwater Revisited What's down a meadow path, over a bridge, nestled in trees, and full of happy children all summer long? Wolf
Thursday, September 8 25: The Ultimate Doo-Wop Show
Trap Children's Theatre-in-the-Woods! Spend summer mornings in America's National Park for the Performing
26: Earth, Wind & Fire
Arts while enjoying 2 family-friendly shows in 1 day. The fun starts at 10 am, Tuesdays through Saturdays, June
28: Doug Varone and Dancers
30: MAMMA MIA! 28 to August 13! Perfect for playdates, day camps, birthday parties, and more.
July Don't miss performances by kid-friendly artists such as Robbie Schaefer, Dinorock, Kinderman, and many others!
1-3: MAMMA MIA!
6: k.d. lang and the Siss Boom Bang Special offer for our email subscribers! Purchase your tickets starting today at www.wolftrap.org/TITWearlyaccess! 2 shows
for 1 low price of $8 — children under 3 are FREE! Tickets go on sale to the public Saturday, April 30 at 10 am.
49

50. Marketing Email
Email not displaying correctly? View it in your browser. Send to a Friend
Purchase Tickets Members Make A Difference
Plan Your Visit
About Wolf Trap
Ticket sales only cover about 50% of Wolf Trap’s annual operating expenses, so we rely on the generosity of our
Support Wolf Trap
members to help sustain the excellence of our arts and education programs.
Join today and enjoy great benefits like the chance to order tickets for Wolf Trap’s 40th Anniversary Season before the
general public with our Members-only Presales this winter and spring, and support Wolf Trap’s year-round arts and
Coming up at The Barns: Coming Up at education programs including:
View The Barns full schedule
Wolf Trap  Nearly 100 summer performances at the one-of-a-kind Filene Center at Wolf Trap National Park for the
Ari Hest View the complete schedule Performing Arts, and another 70 performances at Children’s Theatre-in-the-Woods.
Special Guest: Bess Rogers  Scores of amazing performances at our intimate venue, The Barns at Wolf Trap, each fall, winter, and spring.
Thursday, January 27 January  The Wolf Trap Opera Company, one of the world's premier young artist training programs.
Mesmerizing, candid folk singer 27: Ari Hest  The Wolf Trap Institute for Early Learning Through the Arts, which reaches more than 35,000 students,
28: David Jolley & Eduard Laurel parents, and educators annually in Maryland, Virginia, and Washington, DC, and 40,000 more across the U.S.
29: John Eaton
One member’s support makes a difference. Join today!
The Greencards February
Wednesday, February 9 2: Buckwheat Zydeco
GRAMMY-nominated bluegrass trio
3: Christian Scott
4-5: My Mother's Italian, My Father's Jewish
Application Deadline for Summer Internships is March 1
& I'm In Therapy
9: The Greencards “One of the Best Places to Intern: 2009” — Bloomberg BusinessWeek
10: David Wilcox
David Wilcox Apply now for a summer internship at Wolf Trap! Interns become integral members of the staff
11: Rebel Baroque
Thursday, February 10 working side-by-side with professionals producing, promoting, and administering all aspects of the
12: Chad & Jeremy
Inspirational folk-pop artist performing arts. Summer internships are paid, full-time positions lasting 12 weeks.
17: Paul Thorn
18: Jonathan Edwards Internships are available in a variety of departments including:
19: The Young Dubliners
23-24: Barrage  Planning and Initiatives
25: Cypress String Quartet  Communications & Marketing
Jonathan Edwards
 Education
Friday, February 18
Folk artist with passion, insight, and humor March  Development and Special Events
2: Al Stewart  Wolf Trap Opera Company
4: Imani Winds  and more…
5: John Eaton
9: California Guitar Trio View a description of the internships available and learn how to apply
Barrage 10: Tom Paxton
Wednesday & Thursday, February 23 & 24 11-12: The Second City: Fair & Unbalanced
Lively, fast-paced fiddle-fest 15-16: Al di Meola
18: Cuarteto Latinoamericano Show Announcements & Updates
22-23: Kathy Mattea
24: Lucy Kaplansky Due to a scheduling conflict, the Christian Scott performance on Thursday, February 3, 2011 at The Barns has been
cancelled. All patrons who purchased tickets have been contacted in regards to refunds. Please direct additional
50

51. 2010 Ad
Membership ask
Ticket Presale
benefit highlighted
51

52. Summer 2011 Print Ad
Member benefit – Ticket
Presale highlighted
Membership ask
52

53. Dave Perrett
Wolf Trap Foundation for the Performing Arts
(703) 255-1929
DaveP@WOLFTRAP.ORG

54. AMY BARRIALE
African Wildlife Foundation

55. Organization Overview
The African Wildlife Foundation,
together with the people
of Africa, works to ensure
the wildlife and wild lands of
Africa will endure forever.
• Nonprofit focused on animal
and environmental conservation
across the African continent since 1961
• Headquarters in Nairobi, Kenya, and
Washington, DC
• Midsize organization with 160 employees,
with only 10 staff members dedicated to
Philanthropy and Membership in DC

56. CORE CHALLENGES
Organizational Structure Silos
MAJOR GIFTS MEMBERSHIP
Relationship Direct Mail &
Development Telemarketing
Donors who give Donors who give
> $1,000/year < $1,000/year
ONLINE
Electronic
communications
Marketing Dept.
and Donors
< $1,000/year
Philanthropy Department Revenue

57. CORE CHALLENGES
Membership Database Silos
Online Offline
Membership Membership
Database Database
Web
Caging
Transaction Database Company
s
of Record
Financial Ledger

58. DEVELOPING THE PLAN
Decipher Actual from Assumption
Develop
Dig into
an Open
Data
Dialogue
Determine Existing
Misconceptions

59. DEVELOPING THE PLAN
Uniting Best Practices for Success
Small Large Scalable
Business Business
Model Model
Growth
Benefits Benefits Model

60. STRATEGY EXECUTION
Organizational Structure Issue
• Lack of cohesive strategic support to supporting
communication channels of Membership Department
• Inconsistencies reside between departments regarding
donor treatment:
– First time donor/gift
classification
– Donor movement
between membership levels
– Lifecycle of Major Donor
Prospect group

61. STRATEGY EXECUTION
Organizational Restructure Resolution
MEMBERSHIP PROGRAM MAJOR GIFTS PROGRAM
Direct Mail + Telemarketing + Donor Relationship
Online Communications Development
Donors who give Donors who give
< $1,000/year > $1,000/year
Philanthropy Department Revenue

62. STRATEGY EXECUTION
New Donor Classification: Original Discrepancies
Gives
$1000 Donor moves to
or Philanthropy Group
more
Gift Assign
Gift is flagged
as Major Gifts
Gives Upgrade Potential
First-Time Donor Gift $500 Donor is flagged as Gives
to MG Prospect for $1000
A gift comes in $999 or
through an unsolicited cultivation over
18-24 months (or at more
channel (online-web
or white mail) Gift Assign MGO discretion)
Inconsistent
between Mem. Does
and Major Gifts not
give
$1000
Give Gift Assign Donor is moved to
less
than Gift is flagged General Membership
$500 as membership Group

63. STRATEGY EXECUTION
New Donor Classification: Updated Protocol
Gives
$1000 Donor moves to
or Philanthropy Group
more
Gift Assign
Consult VP or
Director of Phil.
for confirmation
Gives Upgrade Potential
First-Time Donor Gift $500 Donor is flagged as Gives
to MG Prospect for $1000
A gift comes in $999 or
through an unsolicited cultivation over
18-24 months (or at more
channel (online-web
or white mail) MGO discretion)
Gift Assign
Gift is flagged Does
as membership not
give
$1000
Give Gift Assign Donor is moved to
less
than Gift is flagged General Membership
$500 as membership Group

64. STRATEGY EXECUTION
Membership Database Issue
• Data hygiene at risk due to manual processes and human error
• Inability to fully collect and analyze comprehensive program metrics
• Ambiguous and disjointed representation of successes and
shortcomings
• Current model
is not scalable
for growth due to
reliance on staff to perform tasks
as opposed to manage the structure

65. STRATEGY EXECUTION
Membership Database Resolution
All Data
Entry and
Database Online Offline Financial
of Record Module Module Ledger
Caging

66. THE NEXT STEPS
Benefits of Revitalization
• Membership Database Restructure
– Implementing a system to support a fully integrated program
– Can measure holistic successes and shortcomings
– Can realign existing staff for better use of internal resources
– Can make informed decisions for greater program investments
• Organizational Restructure
– Allows for cross-departmental strategy planning and execution
– Supports easier donor transition between the two groups
– Ensures that no details are slipping through the cracks

67. THE NEXT STEPS
Lessons Learned
1. Focus on structure and hierarchy first, then creative strategy
2. Exercise open communications and transparency
to guarantee total buy-in on strategy from all involved parties
3. Develop the simplest and most automated plan possible to
minimize bureaucracies and maximize workflow efficiencies
4. Plan for both current and future state of being to ensure
solution can grow with the organization

68. Amy Barriale
African Wildlife Foundation
(202) 939-3343
abarriale@awf.org