about me€¦ · •hundreds of events produced •tens of millions dollars raised •active board...

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Presenter: Shanon Doolittle \\ www.dogoodeveryday.org

SLIDES + BONUS MATERIALS = www.bit.ly/CHTstewardship

About me: Shanon DoolittleFounder & Principal, Doogooder

• Fundraising for over a decade• Hundreds of events produced• Tens of millions dollars raised • Active board member

Learning Objectives:

• Why and when to plan a stewardship event

• How to choose the right donor audience

• Must-have milestones in your planning

• How to create a memorable experience

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Learning Objectives:

• How to get your donors to say yes to attending

• How to build out an engaging event program

• How to have meaningful conversations

• Why you need a post-event gratitude strategy

Ask questions.Answer questions. Share best tips.?

QUESTION TIMEWhat do you enjoy most about fundraising?

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Why and when you should plan a stewardship

event

WHY AND WHEN YOU SHOULD PLAN A STEWARDSHIP EVENT \\

We might be great at asking for money, but we’re terrible at saying thank you. It’s why nonprofits consistently lose donors.

Our donors want to know two things when they make a gift: that their donation mattered and then what it made possible.


Start here.

1 Review your current fundraising plan.

Q + A discussion \\

What is our donor retention rate? Do we have a donor retention plan? How many times are we saying thank you or sending a report?

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Do you have a plan for direct mail, major gift or telephone programs? You also need a plan to keep your donors happy.

If you want to make a difference in your fundraising program, be intentional about thanking donors and stewarding gifts.


Next step.

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Identify ideal event timing.

Q + A discussion \\

How long has it been since we’ve gathered donors?When is the first available date for a donor event? Are there date/time constraints we need to work with?


If you haven’t hosted an in-person thank you event in a long time–or ever, the ideal time is now.

Do your best to prioritize stewardship. Chances are if you’ve forgotten your donors, they’ll forgotten you too.

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And then.

3 Commit to a date.

Q + A discussion \\

Do we have enough time to execute a great event?Who needs to attend this event? Are they available? Who will send the calendar meeting request?


Don’t wait for everything to be perfect before committing to hosting a stewardship event for your donors.

Start before your ready and find your groove along the way. There’s nothing like a deadline to create momentum.

QUESTION TIMEWhat else should inform our decision making?

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How to choose the right donor audience

HOW TO CHOOSE THE RIGHT DONOR AUDIENCE \\

Most nonprofits apply “the more the merrier” approach when it comes to invitations.

You want quality over quantity. And the most meaningful events are tailored to a specific donor audience.

HOW TO CHOOSE THE RIGHT DONOR AUDIENCE \\\\

Start here.

1 Review your retention rate by donor segment.

Q + A discussion \\

Which segment has the worst retention rate?What have we done for them lately? What observations can we make from these numbers?

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Every fundraiser at every organization needs to know its donor retention rate. It’s the most important indicator of donor happiness.

The more you know, the better chance you have of fixing your leaky bucket.


Next step.

2 Identify your donor audience.

Q + A discussion \\

Which donors need special care and attention? If you can only pick one segment, which one groans the loudest? What amazing impact stories do you have in your back pocket?


If you’re not willing to spend the time and effort on thanking your donors, then you will constantly struggle with fundraising.

If you rarely express gratitude or share how gifts changed lives, donors will stop giving.

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And then.

3 Run your mailing query.

Q + A discussion \\

What donor profile observations can we make from this list? Have any donors opted out of invitation requests? How else can we reach them? Do we feel like anyone is missing?


Stewardship is not an obligation, it’s a privilege.

We don’t choose our donors. Our donors choose us. Be happy you have donors to thank.

QUESTION TIMEWhat are common signs or symptoms of donor neglect?

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How to create

a memorable +joy filled event

experience

HOW TO CREATE A MEMORABLE + JOY FILLED EVENT EXPERIENCE \\

The whole point of stewardship is to keep your donors happy—to surprise and delight them whenever possible.

You need to wear your creative hat when planning stewardship events. Your retention rate depends on it.

HOW TO CREATE A MEMORABLE + JOY FILLED EVENT EXPERIENCE \\\\

Start here.

1 Discuss the typical stewardship event.

Q + A discussion \\

What do most stewardship events look like? How do these events make donors feel? What don’t we like about these events?

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Being boring will not help you keep donors. Being unexpected and surprising, on the other hand, will.

Most nonprofits are anxious to stand out. However, in doing so, they only blend in.


Start here.

2 Brainstorm your ideal stewardship event.

Q + A discussion \\

How can we personalize the event for donor audience? What is a unique way for our donors to experience the mission? How can we show (and not tell) our donors the impact they’ve made?


Most stewardship events follow the same exact formula. Food, program and socializing. Rarely does this add meaning to the donor experience.

Instead, be creative in how you can interact with your donors experientially.

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Next step.

3 Make it happen.

Q + A discussion \\

Who needs to review and approve our ideas?What is our planning timeline? What do we need to make this experience possible?


If you want to stop losing donors, you need to delight them with quality experiences that re-connect them to your cause.

How do you re-energize yourself to do the work that you do? Donors need that motivation too.

QUESTION TIMEWhat is one thing you’ve always wanted to try or do at a stewardship event?

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How to get your donor to say yes

to attending

HOW TO GET YOUR DONOR TO SAY YES TO ATTENDING \\

Getting donors to respond to frequent mailings and requests for support is not easy. In fact, it’s getting harder.

Moving donors to action requires creativity and tenacity. And with events, timely follow up helps too.

HOW TO GET YOUR DONOR TO SAY YES TO ATTENDING \\\\

Start here.

1 Write compelling invitation copy.

Q + A discussion \\

Do you have an great hook? Does your copy have personality? Does it double as a thank you?

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Imagine you’re a donor and read your invitation? Does you feel flattered? Loved? Special?

If not, try again. If you want you want donor to attend, your invitation copy needs to inspire.


Next step.

2 Follow up with a phone call.

Q + A discussion \\

When will we make the phone calls? Who will write the phone script? How will we assign callers?

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Phone calls are important for two reasons. First, and most important, it’s another opportunity to say thank you.

And second, it tells your donors that you’re determined to keep them happy.

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And then.

3 Make it easy for your donor to attend.

Q + A discussion \\

Can we offer transportation? Should we encourage them to bring a guest?Are there other incentives we can offer?


Donor-centric may feel like an academic term, but all it means is going above and beyond to keep your donors at the center of your mission.

The easier you make the journey for the donors, the more likely they’ll come along for the ride.

QUESTION TIMEWhat strategies have you used to boost your event attendance?

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Must have milestones in your event planning timeline

MUST HAVE MILESTONES IN YOUR EVENT PLANNING TIMELINE \\

A well developed timeline is the key to successful—and less stressful—event. It also helps to keep everyone on the same page.

Be sure to highlight and communicate what planning activities matter most.

MUST HAVE MILESTONES IN YOUR EVENT PLANNING TIMELINE \\\\

Start here.

1 Brainstorm event tasks.

Q + A discussion \\

What tasks must be completed to accomplish our event goals?DOWNLOT

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Events can be as easy or as complicated as you make them. If your task list feels like too much, cut back.

And instead, focus on the tasks that will help you develop a stronger relationship with your donor.


Next step.

2 Create your timeline.

Q + A discussion \\

Who owns and drives the event plan?Who will be responsible for each task?Which tasks require a hard deadline?

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Donor retention is a team sport. Don’t overwhelm yourself by refusing to delegate event tasks.

If you want to build a donor loving culture, you need everyone to understand their role in helping to keep donors happy.

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And then.

3 Communicate your timeline.

Q + A discussion \\

Who needs to have eyes on the timeline?Who will schedule the initial calibration meeting?How will we communicate updates?

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Planning for an event can turn a development office upside down—and not in a good way.

Overcome overwhelm and event anxiety by communicating planning updates frequently.

QUESTION TIMEWhat is your best tip for keeping project timelines on track?

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How to build out your event

program

HOW TO BUILD OUT YOUR EVENT PROGRAM \\

Getting donors to respond to frequent mailings and requests for support is not easy. In fact, it’s getting harder.

Moving donors to action requires creativity and tenacity. And with events, timely follow up helps too.

HOW TO BUILD OUT YOUR EVENT PROGRAM \\\\

Start here.

1 Review your ideal event brainstorm.

Q + A discussion \\

How will our event be unique? How do we want donors to interact with our mission?How will we show (not tell) the impact of their gifts?

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Remember, the primary goal of your stewardship event is to bring joy to your donors.

What type of programming will help them feel more connected to their impact.


Next step.

2 Draft your show flow.

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Q + A discussion \\

What is the start and end time? Who is speaking at the event?What activities are planned? When are we serving food and beverage?


Talking at people is not an engagement strategy. Be interactive in your storytelling.

For every programming element, ask yourself, “Is this inspiring?” And “Are we celebrating donors or ourselves?”

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Keep going.

3 Ask for feedback.

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Q + A discussion \\

Is the timing and show flow realistic? Do you think donors will enjoy the event? Are we thanking them enough?Have we missed anything?


Asking donors for feedback and is in of itself an engagement tool.

Do you have a donor who enjoys giving advice—and can’t come to your event? Consider asking your donor to review your plans.


And then.

4 Finalize your show flow.

Quick tips \\

Lead with gratitude. Keep your speaking program short.Create an environment for conversation.Do not allow fundraising creep.

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Asking donors for feedback is an effective donor engagement tool.

Do you have a donor who enjoys giving advice—and can’t come to your event? Share your programming ideas and ask your donor for feedback.

QUESTION TIMEWhat is one change you would like to make to your event program?

How to have meaningful

conversations with donors

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HOW TO HAVE MEANINGFUL DONOR CONVERSATIONS \\

These days, it’s rare to have in-person conversations—especially with donors. However, events give us that advantage.

Embrace the opportunity to connect with your donors and engage them in meaningful conversation.

HOW TO HAVE MEANINGFUL DONOR CONVERSATIONS \\\\

Start here.

1 Introduce yourself.

Quick tips \\

Politely join conversations. Share your connection to the organization.Introduce board members to donors.

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Next step.

2 Have conversation starter questions at the ready.

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Examples \\

How did you get involved with our organization]?What about our mission inspires you most?What do you think makes our organization so unique?

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Keep going.

3 Listen more than you talk.

Quick tips \\

Be fully present in the conversation.Try not to think about what you’ll say next.Keep the conversation about the donor.

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And then.

4 Ask, “How can I help you?”

Quick tips \\

Listen for ways can provide value. Ask clarifying questions. Let the donor know you will follow up.

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QUESTION TIMEWhat do enjoy most about your conversations with donors?

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Why you need a

post-event gratitude strategy

WHY YOU NEED A POST-EVENT GRATITUDE STRATEGY \\

There is no such thing as over-thanking. Donors will not tire of hearing you tell them how great they are.

Make every communication a mirror that helps donors see their best selves.

WHY YOU NEED A POST-EVENT GRATITUDE STRATEGY \\\\

Start here.

1 Send a thank you letter—or make a phone call.

Quick tips \\

Write conversationally. Be grateful + complimentary.Ask how you can help.

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Next step.

2 Mail a handwritten note.

Quick tips \\

Personalize the note as much as possible.Use your most authentic voice. Open the door for future conversations.

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And then.

3 Develop individual follow-up strategies.

Q + A discussion \\

Who owns the relationship?What are your next 2-3 engagement strategies?When will you do them?

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QUESTION TIMEWhat is your favorite way to thank donors?

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Ping: [email protected]

Tweet: @sldoolittle

Blog: dogoodeveryday.org

Slides: bit.ly/CHTstewardship

Q & A TIME \\

It’s quick, easy and tons helpful! Thank you for your feedback.

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about me€¦ · •hundreds of events produced •tens of millions dollars raised •active board...

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