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Donor retention is critical for maintaining fundraising programs in the current economic downturn. Discover how Operation Smile has implemented “Donor First” strategies to effectively nurture and efficiently build long lasting relationships with constituents who financially support, volunteer and advocate for the organization.
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Donor First: Building Constituent Loyalty and Engagement
Jann SchultzDirector of Donor Relations Operation [email protected]+1 757.321.7645+1 757.593.6560
Twitter: @jannschultzLinkedIn: Jann Schultz
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Today’s financial news…
• Uncertain economy• Reduced results• Anxious board
members• Demanding donors
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
What are you doing to differentiate your organization from the rest of the pack?
• 21st Century Donor can be defined as a consumer
• Approximately 1.4 million registered non-profits in the US
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
• Founded in 1982• Served more than
130,000 children & young adults
• Free surgery provided by volunteer medical teams around the world
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Growth of Direct Response Programs
TVAcquisition
Begins
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Organizational Challenges
• Culture focused on delivery of mission – transforming children’s lives
• Poor retention of donors • Lack of process & procedure that was
donor-centric• Donor Relations Team considered a cost
center - non-revenue generating • Lack of trained staff for implementation of
sales & service “best practices”
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Donor Loyalty and EngagementProgram
• Multi-layered project– Several phases
• Strategy
• Enhanced process & procedures
• Implementation
• Success Metrics
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
To serve the donor with the same exceptional care that Operation Smile provides to children and their families
around the world.
Operation Smile Donor First Philosophy
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
ASSESSMENT
• Internal Review– Donor Database– Donor Relations Team – Process & Workflows– Development Team Procedures
• Review of Third Party Vendors– Direct Mail Provider– Gift Processing– Direct Response TV Call Center
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Common Denominator?
Donor Database
• Under utilized
• Information silos
Result:
• Database Quality Initiative
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Established a full service
Donor Relations Team
Purpose– To effectively nurture and efficiently build
long lasting relationships with our constituents who financially support, volunteer and advocate for Operation Smile.
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Process and Procedure
• Document all work flows– Donor touch points
• Establish standard procedures– Donor Lead Strategy– Donor Thank You Strategy– Donor SAVES Program
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Donor Relations TeamThank You Calls or Handwritten Notes
$240 - $999
Development Services TeamThank You Calls or Handwritten Notes
$1,000 - $4,999
Donor Database TeamAll donations receive Tax Receipt/Acknowledgement from Operation Smile
Office of the Co-foundersThank You Calls and/or Notes
$5,000+
v. Sept 08Operation Smile Donor Thank You Strategy
48-72 hours
1 week
1 week 1 week
1 week
2+ weeks
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
SAVES Strategy
• Level One – retention of donor at current level of giving– Option - provide alternate method for giving
• Level Two – retention of donor at reduced level of giving
• Level Three – retention of donor as a fundraiser– Option – grassroots fundraising on behalf of OS
• Level Four – retention of donor as a supporter– Option – raise awareness, hold collections,
volunteer
Operation Smile SAVES Strategy
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Vendor Partners
• Direct Response Marketing Agency– All programs coordinated by a single
source for consistency of donor experience
• Gift Processing– Enhanced data quality and donor
experience
• DRTV Call Center– Personal delivery of “Donor First” training
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Implementation
• Education & Training– Donor First Philosophy Training– Seven Faces of Philanthropy– Donor Spotlight Series– HQ Theme Weeks
• Presentations, E-Mail Communications, Posters & Bulletin Boards
– Professional Book Clubs– Stewardship Summit for Development
Team
Full integration of our direct response initiatives
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Was it worth the effort?
• Improved efficiency & response– Same Day Bank Deposits– 86% Improvement in Problem Solving
Response Time– 80% Improvement in Time to Acknowledge– 4% DM Revenue from Second Ask
Acknowledgement Program
• Reduction in Donor Concerns
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Measures of Success
• Common Language– “Is that best for the donor?”
• SAVES Program– 1000+ Smile Partners– $250,000+ annual donations
• Improved Relationships
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
DISCUSSION
• Are you feeling the effects of the economy on your fundraising programs?
• Do you believe retaining donors is cost effective for your organization?
• What strategies are you currently implementing to engage and retain donors?
• What will you do differently, based on what you heard today?
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
KEY TAKEAWAYSDonor First: Building Constituent Loyalty and Engagement
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Key Takeaways
• Define exceptional customer service expectations and implement across your organization– Donor First Program
• Establish a team focused on building relationships and retaining donors– Provide them with the tools and training they
need• Insure you have vendors who partner with
you to provide exceptional service to donors
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Key Takeaways
• Properly thank your donors – and listen to what they have to say when you call!
• Train your staff to retain donors – offering alternatives for donors to remain engaged with your organization
• Allow for flexibility within your direct response fundraising program so donors can choose the response method that suits them best
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Why? Help more children…
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Operation Smile Partners
• Blackbaud– Donor Database - The Raiser’s Edge– Target Analytics
• Russ Reid Company– Direct Response Marketing Agency
• Merkle Response Services– Gift Processing– Online Image Viewing– Acknowledgements
Donor First: Building Constituent Loyalty and EngagementDonor First: Building Constituent Loyalty and Engagement
© 2009 Blackbaud, Inc.
Sources
• Winning on Service in an Uncertain Economy, Carlson Marketing Worldwide, 2008
• Accelerate Your Customer-Centric Journey: Four Best Practices, CustomerThink Corp. 2008
• Accenture Survey, July-August 2008– http://www.directmag.com/crm/poor-service-n
ot-price-survey-1999• Non-Profit Sector in Brief, May 2008
– Urban Institute and National Center for Charitable Statistics