How do we keep and nurture our donors?

Southern Institute

Friday, May 24, 2013

How do we keep and nurture our donors?

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Louise Kenny

Director, Innovation

and Special Projects

United Way Worldwide

Kim SidwellSenior Vice President, Resource Development

United Way of Greater Toledo

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1. Why should we nurture our donors?

2. What Donors Want

– The Basics

– Engagement

3. How the United Way of Greater Toledo is engaging donors through their campaign

4. What can you do to nurture your donors?

5. Resources

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Why nurture donors?

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Lifetime Donor Value

Measure of how much a given donor will be worth to an organization

over the duration of the relationship

Source: Fundraising Principles and Practice, Adrian Sargeant, Jen Shang and Associates

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What does Lifetime Donor Value look like?

Annual gifts (adjusted for gift size increases/decreases)

x years of giving

+ additional gifts

+ planned gift

+ ongoing revenue from a planned gift

= Lifetime Donor Value

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Potential Lifetime Revenue from Loyal Contributors

Average annual gift size $606

x 20 years $12,120+ average bequest $44,000

= Lifetime Value $56,120

Source: DBII; POP research suggests long-time donors give 2x annual giftSource: DBII; POP research suggests long-time donors give 2x annual gift

100 Loyal Contributors = $ 5.61 million100 Loyal Contributors = $ 5.61 million

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Potential Lifetime Revenue from Tocqueville Society Members – who endow their Tocqueville gifts

Average annual gift size $20,172

x 10 years* $200,172

+ average planned gift $400,000 (minimum)

+ perpetual Tocq. gifts $200,000 (over 10 years)

= Lifetime Value $844,172**

Source: 2009 DBII; *Assumes they are not Loyal Contributors **Understated since this gift goes on forever!Source: 2009 DBII; *Assumes they are not Loyal Contributors **Understated since this gift goes on forever!

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The Incredible Potential of Lifetime Donor Value

We increase Lifetime Donor Value:

• Every time we retain a donor

• Every time a donor increases his/her gift

• Every time a donor makes an additional gift to support our work (and their passion)

• Every time a donor makes a planned gift

• Every time a donor influences another donor to give, particularly to make a planned gift

• Every time a donor advances our work by engaging

It all starts with Retention!

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Why do you give to non-profit organizations?

Motivations to give

Being asked to give by a peer or respected influencer

Positive attitude toward philanthropy in general

Tax deductions

Religious beliefs/values

Believe that those with more should give to those who have less

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Why do you keep giving?

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What do donors want?

1. To know that their gift was received and appreciated

2. To know that their gifts was used for the purpose it was intended

3. To know that their gift is having a positive impact

- Penelope Burk, well-known researcher, speaker, author of Donor-Centered Fundraising

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Conclusion: Do what donors want and avoid things they don’t like

(You can increase resources under management every year

10-15% just by good stewardship, reporting on results and

recognition.)

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People will forget what you said, People will forget what you did, but People will never forget how you made them feel.

Maya Angelou, Poet

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What do you do to thank and inform donors?

Is it part of your culture and organizational priorities?

If not, why not?

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A few things you can do to make donors feel good, thanked and informed

• Immediate thank you letter - when, how, what

• Phone call

• Personal visit

• Group gatherings and events

• Message in company enewsletter

• Notice on bulletin boards

• Social media

• Involve others to thank and inform

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Engagement, including but going beyond “thank and inform”

What do you do?

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Ways to Engage Donors- Executives and Employees

• As volunteers

• As advocates

• As influencers

• Recruit for affinity groups

• Give them a job!

What do you do?

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What are your challenges?

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• 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

Event-Driven vs. String of Touch-points, Interactions & Engagements

Day 1 Day 90 per campaign scheduleDay 120

Quality & Quantity of Engagements

Quality & Quantity of Engagements 24

Quantity of Engagements - 24 Month Engagement with Women in the Workforce

Annual Solicitation

Progress Update

Annual Solicitation

Q2Q1 Q3 Q4 Q1 Q2 Q3 Q4

Personal Thank You

Educational Information

Personal Thank You

Share stories:

successes with kids, the stats, other volunteers

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Gen

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s Late summer events around reading

Late summer events around reading

School tours

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United Way of Greater Toledo

A Case Study: From Giving to Engagement

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Executing an Enhanced Workforce CampaignInternal Behavior & Structure

• Empower staff to engage more constituents in our work

– Consultative Selling

– RD Department restructure

– Align RD staff with Community Impact & Engagement Departments

• Develop tactics to increase non-restricted dollars and dollars toward our focus areas

– Grants

– CSR to align companies with strategy map programs

– Align individual interests with products

– Company development plans

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Executing an Enhanced Workforce Campaign

External

• Conduct Corporate & Foundation discovery

• Identify & align United Way work with corporation/employees

• Develop year-round engagement calendar

• Conduct leadership & loyal donor forums

• Conduct one-on-one discovery meetings with leadership and loyal contributors

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Executing an Enhanced Workforce Campaign

Year-round tools

• Discovery Questions - Strategic Enhancement Group Inc.

• Churn report - Amy Case/UWW

• New Hires program

• Your donor database – continual updates/notes

• Thanks & Recognition

• Educational opportunities

• Volunteer opportunities

• Advocacy opportunities

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Owens-Illinois

O-I and United Way of Greater Toledo:

• Consistently one of the top two workforce campaigns

• Largest corporate supporter – over 2.3 million since 2007

• Most aggressive corporate matching program; 125% match on gifts of $500+

• Largest retiree campaign raising more than $92,000 (2012); leverages additional corporate match dollars

• Largest corporate volunteer base

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From Giving to Engagement: An Evolution

• Campaign only

–How to get started

– Listen

–How to make it happen

– Volunteerism aligns with Corporate Social Responsibility

– Year-round acknowledgement of accomplishments

– Year-round mission-based activities and communications

Engagement Plan

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Engagement Plan

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Give Advocate Volunteer

Jan. 2013 •2012 campaign recap meeting with campaign managers•Jeans Day collection for Beach House

Feb. 2013 •United Way Annual Meeting & Recognition Dinner. O-I recognized for being one of three companies giving $500,000+ •Jeans Day collection for Junior Achievement and American Heart Association

•Learn n' Lunch -Education: Scott High School Community Hub

•O-I Days of Caring - 70 employees volunteered at BSA Camp and other local organizations as well as volunteer tax preparers

Mar. 2013 •Meeting with Campaign Managers and Lead Foundation person to learn about O-I current environment and begin planning for 2013 campaign• Jeans Day collection for Planned Pethood

•Learn n' Lunch - Wellness Session. •Meet with Leadership Donors/Prospects

•O-I Days of Caring - 9 employees volunteered at local organizations

Apr. 2013

•Jeans Day collection for NW OH American Heart Assoc

•Learn n' Lunch - O-I Charities Foundation and Matching Gifts, How we give.• Meet with Leadership Donors/Prospects

•O-I Days of Caring - Adopt-A-Highway, Earth Day, Scott High School/Hub

May 2013•Campaign meeting 2•Jeans Day for MS Bike to the Bay

•Learn n' Lunch on UW's work in Health (Toledo Grows)• Meet with Leadership Donors/Prospects •O-I Days of Caring TBD

June 2013•Jeans Day collection

•Learn n' Lunch TBD •Meet with Leadership Donors/Prospects •O-I Days of Caring TBD

Engagement Plan

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Give Advocate Volunteer

July 2013

•Campaign meeting 3 •Jeans Day collection

•Learn n' Lunch TBD •CEO call to discuss UW's current work, and also discuss partnership opportunities. •Meet with Leadership Donors/Prospects

•O-I Days of Caring - Adopt-A-Highway

Aug. 2013

•Jeans Day Collection

•Learn 'n Lunch on UW's work in Education (Graduation Coaches). •Meet with Leadership Donors/Prospects. •Retiree lunch featuring United Way •O-I Days of Caring TBD

Sept. 2013 •O-I Campaign Kickoff • Jeans Day collection for United Way

•Learn n' Lunch TBD Meet with Leadership Donors/Prospects •O-I Week of Caring Activities

Oct. 2013 •O-I Campaign wrap-up •Learn n' Lunch TBD•O-I Days of Caring - Adopt-A-Highway

Nov. 2013 •O-I Retiree Campaign Kickoff•Lunch 'n Learn on UW's work in Income (Financial Coaches) •O-I Days of Caring

Dec. 2013 •Employee Thank you Lunch •O-I Days of Caring


• Volunteering

–Targeted volunteering with focused projects and goals

–Education

–Income

–Health

–Volunteer Pledge Card

• Corporate Volunteer Council

• Corporate Funders

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• Volunteering

–Targeted volunteering with focused projects and goals

–Education

–Income

–Health

–Volunteer Pledge Card

• Corporate Volunteer Council

• Corporate Funders

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Owens-Illinois2006 – 2012 Campaign

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Owens-IllinoisVolunteerism

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Items found in Digital Resource Center from 2013 SLC:

• United Way of Greater Toledo Resource Development/Community Impact Department alignment plan

• Strategic Enhancement Group Inc. Discovery Questions

• Owens-Illinois Volunteer Pledge Card

• Owens-Illinois 2012 Engagement Plan

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“But how can I do all of this for all of my donors? We have so many and, often, we do not have accurate, timely donor data. And I am a staff of 1 (or 2 or 5) ”

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Segmenting your donors – using the Churn tool

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Offer engagementOffer engagement

1-on-1 relationship1-on-1 relationship

Principal donorPrincipal donor

Advanced ServiceBuild Relationship & LoyaltyAdvanced Service

Build Relationship & Loyalty

Ultimate ServiceContinuously Deepen Relationship

Ultimate ServiceContinuously Deepen Relationship

Segmenting Your Donors to PrioritizeSegmenting Your Donors to Prioritize

Names, contact and emailNames, contact and email

Acknowledge and thank youAcknowledge and thank you

Educate impact of givingEducate impact of giving

Segment based on demographicsSegment based on demographicsLearn donor interestLearn donor interest

Segment based on interest Segment based on interest

Basic ServiceEstablish Relationship Basic Service

Establish Relationship

The Pyramid of Donor Service

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Donor segments you could focus on:•Women•Young Leaders•Tocqueville/Leadership donors•Those interested in your CI work

What Resources are in the Retention Toolkit?

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Where Is the Retention Toolkit?

http://online.unitedway.org/site/Retention

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Sample Data Capture Tools

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Sample Retention Documents

Bold Goal for Financial Stability:

Reduce by 20% the number of households in Franklin County living below an income level that allows them to meet basic

needs

Becky's Story Becky Lewis is a single mother who loads trucks on the graveyard shift, then goes home to take care of her two young boys. But when her car broke down, she couldn't get to work to support her family. Thanks to an outreach program led by United Way, Becky took advantage of the federal Earned Income Tax Credit, designed to reduce the burden on low-income wage earners by offering them a sizable refund. Becky was able to get a $5,400 tax refund which she used to buy a desperately needed truck. Today, she can still support her family with a job - and has a way to get there. Your Investment At Work Many people don't realize that they are entitled to federal tax relief through the Earned Income Tax Credit (EITC). Beginning this month, the EITC Coalition will once again provide free tax preparation services for low- and moderate-income households. With extensive coordination, the EITC Coalition has 17 free tax preparation sites up and running, while 79 volunteers have gone through two 3-hour training sessions introducing them to tax law concepts and training on the Coalition's tax preparation software. Currently, representatives at FIRSTLINK's 2-1-1 call center are referring eligible families making less than $49,000 a year to their nearest tax site. Helping Families Become More Stable United Way of Central Ohio is a key member of the Franklin County EITC Coalition, a partnership among business, government and nonprofit organizations. In 2009, the Coalition's 4,000 clients received an average of $1,925 in tax refunds which helped them pay for essentials like utilities, housing and medical bills, as well as save for the future. .

You are receiving this email because you have made a contribution to our Income Impact Fund or you have expressed an interest in learning more about the work we are doing in this area. Throughout the year, we'll give you quarterly progress reports on how you're making a difference in people's financial stability in central Ohio. As you receive these updates, please forward the email and invite friends or family members to join you in changing people's lives.

United Way of East Central Iowa

Give Us Your Feedback! Dear Terry,

United Way of East Central Iowa is committed to building strong relationships and serving the needs of our communities. One way we can do this is by asking for your input as part of our ongoing improvement process. Please take a few minutes to answer some simple questions and give us your feedback by Friday, March 5. All responses will remain anonymous.

As a way to thank you for your time, at the end of the survey you'll be asked if you'd like to be entered in a random drawing for a $50 VISA Gift Card.

Thank you for your continued support of United Way and our efforts to advance the common good here in eastern Iowa! Click here to take survey

Bold Goal for High School Graduation: Increase the percentage of students who graduate from high

school in Franklin County public school districts from 87% to 95% Did You Know?

Nationwide, one-third of students, or more than 1.2 million young men and women, are leaving high school each year without receiving a diploma.

The Columbus City Schools graduation rate was 73.9% in 2007-2008 - lower than the state requirement of 90%.

The median annual income for a high school graduate in Columbus is $25,420 - more than double the $11,000 median income a dropout makes.

Your Investment At Work In 2007, Big Brothers Big Sisters and Columbus City Schools (CCS) launched Project Mentor to provide school-based mentoring in CCS to those students identified as needing extra help and support to graduate from high school. In the two years since its launch, Project Mentor is still going strong. Adult volunteers build relationships with their mentees and meet with them weekly to focus on activities like team building, setting expectations, goal setting, life skills like financial literacy, and social skills. With financial support from United Way of Central Ohio, Project Mentor volunteers provided one-on-one mentoring relationships for 1,703 students in 20 CCS high schools, 26 middle schools and 9 elementary schools during the 2008-2009 school year. Helping Students Graduate From High School Supporting Project Mentor is just one way that United Way of Central Ohio is working to increase the percentage of students who graduate from high school in Franklin County public school districts. To discuss specific ways you can get involved with programs like Project Mentor, contact Adero Robinson at 614.227.2799 or [email protected].

You are receiving this email because you have made a contribution to our Education Impact Fund or you have expressed an interest in learning more about the work we are doing in this area. Throughout the year, we'll give you quarterly progress reports on how you're making a difference in Education in central Ohio. As you receive these updates, please forward the email and invite friends or family members to join you in changing people's lives.

Thank-a-thon SamplesRetention Toolkit

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Win-Back Sample Documents

Date Name Address City State Zip Dear _______, A strong community is built upon its caring residents who reach out in time of need - who work together - who choose to LIVE UNITED. You have reached out to those in need through your past gift of $_______in the United Way of Summit County (company name)’s campaign. I sincerely thank you for your generosity. This year many of the agencies funded by United Way have reported 25%-30% increases in requests for assistance, so the need for your support is even greater. Your gift enables United Way to fund over 120 programs that address the vital needs of those affected by the economic downturn, and have provided, for example:

over 446,000 instances of service to individuals, families, and seniors in need in Summit County, and

emergency shelter/crisis intervention to over 1,080 women and children, and nearly 59,000 meals and nutritious snacks.

Please consider renewing your gift this year. Together we can help to ease these tough times for families and individuals and make a real difference. A pledge form and return envelope are enclosed for your convenience. Now that you are retired, please feel free to contact me at any time at 800-555-5555 or by email at [email protected]. Thank you for whatever help you can provide. Sincerely, Robert A. Kulinski President, United Way of Summit County

United Way of Metropolitan Atlanta 2009 Campaign Pledge Form

Please update your contact information and pledge amount below. A return envelope is enclosed for your convenience.

Name «Prefix» «First» «Middle» «Last» «Suffix» Address «Address_1» «Address_2» City «City» State «State» Zip Code «Zip» Phone Number ( ) __________________________ Email Address ____________________________ Birthdate ____/____/______

Employer: ______________________ 2009 Campaign gift: $_________________ (total gift is payable by December 31, 2010) Payment Method:

Check Enclosed Check # _______

Please Bill Me ____monthly ____quarterly

Credit Card /Debit Card (Visa, MasterCard, American Express)

__ Charge my card once, immediately

__ Charge my card monthly beginning January 2010 (each charge will be 1/12 of the total gift)

__ Charge my card quarterly beginning January 2010 (each charge will be ¼ of the total gift)

Credit Card # ___________________________ Expiration ___/_____

Securities (please call 404.527.7318 when you are ready to transfer funds)

Optional Demographic Information:

___Male __Female

___African American ___Asian/Pacific Islander ___Caucasian ___Hispanic __Native American

Loyal Contributors—we want to recognize you! What year did you first give to any United Way? ________

For internal use only A#«Account»