Know Thy DonorsUsing Donor Feedback and Metrics to Drive the

Success of Your Program

Lynne M. Wester@donorguruTad Wisenor

Whitworth University

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Why evaluate?

• Improve quality

• Increase accountability and awareness

• Prioritize financial and human resources

• Measure programmatic effectiveness

• Tell a better story

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Excuses

• We know everything

• Fear of evaluation impact

• We won’t use the results…we never have

• No one is asking for it

• It takes too much time/too many resources

• Just one more thing to do

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The Implementation at Whitworth

• Survey Monkey Email and Postcard

• Three Constituents:

– Alumni Donors

– Alumni Non Donors

– Non Alumni Donors

Methodology

• Survey Monkey was the collection tool used

• Over 1200 responses from alumni, donors, and non donors of all kinds.

• Biggest response came from an email sent to alumni donors 688

• Postcard mailings driving donors to online survey were not as successful as email links

Just some of the Insights

• Stunning Data

• Unpacked the data in front of IA team

• Presented to University Insiders including President’s Cabinet

Fundraiser Goldmine!

Donor Feedback in their own words:

• Please do not send us the annual report/calendar. Huge publication, huge cost in shipping and don't care. Want my dollars I donate to be better used and not used by that money.

• Hosting events in locations away from Spokane will allow for more participation and engagement.

• By providing me with opportunities to serve that go beyond monetary giving. How can I use my time/energy/passion to serve the university?

The Next Step:

• Planning and Implementing a donor centered future.

Donor Relations Groups to Target

• First Time Donors >$10

• Loyalty Donors of 5 or more calendar years

• Cumulative lifetime giving of >$100,000

• Planned giving donors

Whitworth’s Changes

• Added second full-time Donor Relations position

• Moved open major gift position to regional alumni relations outreach and engagement

• Broadened institutional understanding and scope of donor relations within all fundraising operations

Questions? Thank You!

• Lynne Wester

• lynne@donorrelationsguru.com

• www.donorrelationsguru.com

• Tad Wisenor

• twisenor@whitworth.edu

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