Getting Started with Building a 24-Month Relationship Management Experience United Southeast Regional Conference Wednesday, May 30, 2012 Charleston, SC

Getting Started with Building a 24-Month Relationship Management Experience

United Southeast Regional ConferenceWednesday, May 30, 2012

Charleston, SC

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Purpose: Develop long-term Relationship Plan for key segments

Process:

• Define experience & outcomes

• Identify the right components of plan

• Develop 24 month plan

• Discuss the 5 pillars and other resources available

Payoff: You gain some experience that you can apply to creating and implementing long-term relationship plan with a key segment(s) in your community

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Amount of United Way staff, time, effort, thought &

energy devoted to MANAGING the RELATIONSHIP

with these individuals

51,600,000

9,690,000

550,000

25,725

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# solicited

# donors

# leadership donors

# major donors

# mega donors

We are managing relationships with less than 6% of our base!

We’re not engaging the individuals that provide 63% of the $’s raised!

• Operationalize Relationship Management

• Practice being intentional & longer term

• One to one and One to Many

• Retain, engage and encourage referral and recruitment

• Touch-points & interactions

• Cross-sell and upsell

• Find the emotional trigger

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24 Month Plan

DonorsVolunteersAdvocatesCompaniesAgencies

Community MembersCI Partners

Staff

Dialogue

Conversation

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What’s Relationship Management?

ENABLED BY FIVE PILLARS

Discussion: United Way and Retention

Why are we losing donors, advocates & volunteers ?

Clarity Group 2010, LLC 6

Small Group Brainstorm: Best Practices in Retention in For Profit AND Not for Profit

FOR PROFIT• What “retains” you? What

makes you continue to:

• Shop at a certain place?

• Use one service provider or product over another?

NOT FOR PROFIT• What “retains” you? What

makes you continue to:

• Support someone’s cause?

• Participate in a particular event or activity?

Clarity Group 2010, LLC 7

How do companies or nonprofits keep you coming back? (Learning Circle)

Personal connection

Direct involvement

See the impact

Understand your mission, service

Consistent communication

Make it easy to advocate, join, give, help

Meet my needs

Respect my timing

8© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

Connecting with our Constituents:Can We Answer “Yes” to These Questions?

1. Are we talking “with” them (not “at” them)?

2. Are we inviting them to share their opinions with us? If so, are we listening?

3. Have we removed the barriers so it’s easy for them to give? Volunteer? Advocate?

4. Are we visible in all the right places so they can connect with us when and how they want?

5. Are we speaking to them in their terms? Via their preferred media? In a clear and consistent manner?

6. Are we giving them meaningful reasons – tangible and intangible – to support us?


Your Key Segments

1. Donors

2. Agencies/NGOs

3. Lapsed Donors

4. Tocqueville members

5. Company CEOs

6. Volunteers

7. Media

8. Affinity Group Members

Dialogue

Conversation

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Constituent

Constituent

Dialogue

Conversation

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Dialogue

Conversation

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Constituent

Dialogue

Conversation

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Constituent

What are Components of a Retention or Engagement Plan?

• EACH TABLE: Works as a team, assigns leader to facilitate, & a scribe to record answers

• INSTRUCTIONS: • Identify the communications, opportunities, interactions,

engagements that you would use to retain/engage your constituents

• TIME: You have 10 minutes to complete this. • GROUND-RULES: Be positive, no critiquing, & prioritize

later• REPORT OUTS: Share 1 or 2 findings, comments, &

feedback

Examples: Components of a Retention/Engagement Plan

• Thank you letter

• Newsletter

• Ask for gift

• Affinity Group

• Community meeting on graduation rate

• Website

• Twitter

• Facebook

• Volunteer opportunity

• Annual Event

• Recognition Award

• Live United Party

• Survey

EXAMPLE: Start of a 24 month Relationship Plan - Active, Ongoing United Way Volunteer Retention Contact Strategy

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MEASURE AND REFINE

Day 1 Day 90 per campaign scheduleDay 120

How to Get StartedUnited Ways of Ontario Conference

Wednesday, May 16, 2012Mississauga, ON

Relationship Management Online Self-Assessment:

http://unitedway.claritygroupinc.com

Get Started Today!


Free UWW Resources

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Retention & Loyalty Toolkithttp://online.unitedway.org/retention

Recruitment Toolkithttp://online.unitedway.org/recruitment

Monthly webinar series and archived webinars at:

http://online.unitedway.org/relationshipmanagement

View the Churn Busters Webinar at:http://online.unitedway.org/relationshipmanagement

http://online.unitedway.org/retention





Breakdown of Relationship Management United Ways – United States

21Property of Clarity Group and UWW © 2012

By Metro Size:Metro 1C – 23 UWsMetro 1B – 10 UWsMetro 1A – 12 UWsMetro 2 – 20 UWsMetro 3 – 20 UWsMetro 4 – 8 UWsMetro 5 – 1 UWMetro 6 – 5 UWsMetro 7 – 1 UWCanada – 3 UWs22 of the top 31 markets

By Campaign Management System:• ANDAR – 55%• Enterprise – 17%• Rainbow – 21%• Other (Donation Tracker/Raiser’s

Edge) – 7%

★

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= Learning Circle Members

= Template Certification Participants

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= Intensive Participants

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The Community Leaders Conference Virtual Conference and Digital Portfolio

• Watch keynote presentations with your team

• Access video of more than 40 sessions

• Download powerpoints and executive summaries of 100 learning sessions

The Virtual Conference is being offered at a reduced rate of $195 for in-person attendees and is only $350 for non-

attendees.

Documents

Getting Started with Building a 24-Month Relationship Management Experience United Southeast Regional Conference Wednesday, May 30, 2012 Charleston, SC