developing a relationship management...
TRANSCRIPT
Developing a Relationship Management System
Presented by:
Jennifer Filla
July 10, 2014
1:00 – 2:30 p.m. Eastern
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July 10, 2014
Jennifer Filla
Developing a Relationship Management System
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SITE ROSTER
Jennifer Filla
A long time ago in a far-away career, Jen Filla got hooked on research as a legal
secretary. When she discovered the nonprofit world had a need for research she
was excited to transfer her skills. Now she leads Aspire Research Group,
ensuring that fundraising operations across the country have access to the
benefits of professional prospect research. She is a popular speaker and trainer
on using prospect research effectively.
Jen received a B.S. from Neumann University and is a member of the
Association for Professional Researchers for Advancement (APRA) and the
Association for Fundraising Professionals (AFP). She co-wrote with Helen Brown
the book, Prospect Research for Fundraisers: The Essential Guide, which is part
of the Wiley/AFP Fund Development Series. She is a former trustee of Habitat for
Humanity of Delaware County and The Center Foundation.
7/2/2014
1
with Jen FillaAspire Research Group LLC
Jen Filla, PresidentAspire Research Group LLC
Aspire Research Group assists organizations throughout the country that are...
• Concerned about finding the right prospects• Worried about what size gift to ask for• Struggling to meet major gift goals
7/2/2014
2
At the end of this webinar, you should be able to... 1. Explain the three main parts 2. Name the fundamental pieces3. Get started creating (or tweaking)
Actions or Moves
Ratings
Reports
7/2/2014
3
The most successful fundraising institutions have solid prospect management programs. Organizations that seemingly out-raise their potential have dedicated systems focused on their constituents. The entire organization revolves around the prospect relationship.
-Joshua Birkholz in Fundraising Analytics: Using Data to Guide Strategy
• No urgency to reach goals (what goals?)• Spend your scarce time with those who can’t give• Trip over each other’s prospects
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4
In your office, does everyone know what actions lead to a major gift?
1. Yes! We have agreed on a few simple, clear actions.
2. Yes! But we have more than 5 types of actions to be tracked.
3. No. Actions? Is that the same as sending mail appeals?
• Phone calls• Face to Face Visits
And those other things...• Benevon Point of Entry
Tours• Corporate and
Foundation Relations
Actions or Moves
Ratings
Reports
7/2/2014
5
It’s an action if one of these happened:• Outcomes met the purpose• Advanced the prospect
relationship• Something new was learned• Contact resulted in a next
step
Credit: Lisa Howley at Johns Hopkins
Actions or Moves
Ratings
Reports
• Assign numbers• Look at past
performance and/or track and then evaluate
• Incorporate into your staff performance outcomes
Actions or Moves
Ratings
Reports
7/2/2014
6
Gift Asked Gift Made
Months
between 1st
action & gift
# of
F2F
Visits
# of
Phone
Calls
$100,000 $50,000 18 3 5
$1 MM $1.5 MM 24 15 23
$500,000 $500,000 19 5 10
Average
(Mean) 20 8 13
Remember Mean – Median – Mode?
Does your leadership use the reporting from your Relationship Management System to make decisions or otherwise take action?
1. Yes! We know if we are going to meet our fundraising goals.
2. No. Reports? What reports?
3. System? We don’t have a system!
7/2/2014
7
• Actions• Prospect Review• Leadership Review
Actions or Moves
Ratings
Reports
• Daily, weekly, monthly• Whatever works to make
sure you take the action• Every prospect assigned to a
staff member should have an action in the future
Actions or Moves
Ratings
Reports
7/2/2014
8
• In-person meeting• Review all prospects in pool• Review prospects that
haven’t moved• Discuss obstacles• Assign new prospects
• Do NOT make this a recitation of visits made!
• Should be one-hour or less
Actions or Moves
Ratings
Reports
Who What Jan Feb Mar
DD Face to Face Visits 5 10 15
DD Phone Calls 30 25 40
ED Face to Face Visits 2 5 4
ED Calls 5 10 8
7/2/2014
9
As of:
Successful
Solicitation
% of
Goal
Planned
Solicitation
Total
Solicitation
% of
Goal
Campaign
Goal for
FY2013
6/11/2013 $125,000 50% $285,000 $410,000 164% $250,000
Has your fundraising office had the donor database screened for wealth?
1. Yes! We used a vendor and the ratings are in the database.
2. No. We have not had a wealth screening.
7/2/2014
10
• Using the term loosely – includes key fields for tracking
• Minimum fields:• Capacity• Affinity/Inclination/Propensity• Readiness or Prospect Stage• Target Ask and Date• Assigned staff
Actions or Moves
Ratings
Reports
Track
Prioritize
Report
• Leadership Buy-In• Policies and procedures• Tied to Performance• Database integration
7/2/2014
11
• If your executive director refuses to enter any call reports...
• If leadership doesn’t want it, staff accountability suffers
Policy solves problems like these:• Multiple interpretations of terms• Confusion over who is responsible• How to solve disputes
Procedures solves problems like these:• Staff leaves and new person has no
idea how to enter a contact report• Staff with only partial role forgets what
to do• Non-technical staff makes decision
that makes reporting impossible
7/2/2014
12
• Gift officers must be evaluated on specific action and other goals
• “If it’s not in the database, it didn’t happen”
• “If it’s not in the database, it didn’t happen”
• As much as possible, reports should print right from the database
7/2/2014
13
• Small local food bank• Community hospital• University with multiple schools
Reports Ratings Actions
• Daily action dashboard
• Monthly action report that gets reviewed weekly in a 20-min impromptu
• Quarterly prospect review
• Executive review of dollar goal
• Casual performance review from monthly action report
• RFM score • Capacity• Solicitation status• Proposal – target
ask; target ask date; gift amount
• Assigned staff
• Tracking face to face, calls and tours
• Description of what happened –no special format
• Always a future action (prospect review helps)
7/2/2014
14
Reports Ratings Actions
• Daily action dashboard
• Monthly prospect review meeting
• VP review of $$ and performance (3 reports)
• Annual performance reviews
• Capacity rating• Affinity score• Prospect stage• Prospect type• Proposal – target
ask; target ask date; gift amount; gift type
• Assigned staff• Assigned board
member
• Tracking face to face, calls, stewardship
• Description of what happened –no special format
• Always a future action
Reports Ratings Actions
• Dashboard with actions & key metrics
• Weekly action & performance report reviewed with supervisor
• Monthly prospect review meeting
• VP review of $$ and performance for each school
• Quarterly performance reviews
• Capacity rating• Affinity score• Inclination score• Internal Score• Prospect stage• Prospect readiness• Prospect type• Proposal – target
ask; target ask date; gift amount; gift type
• Assigned primary and secondary staff
• Assigned volunteer
• Tracking all actions attached to major gift proposal by type
• Specific format• Always a future
action
7/2/2014
15
Take Action!• Leadership: Do you need it? Does leadership
want it? Will staff be held accountable for performance?
• Actions/Moves: Sketch a flow chart for your major gift cycle. Turn that into a first draft of your relationship management policy.
• Infrastructure: Can your database handle what you need? Are additional modules available? Do you have the manpower for the roles you describe in your policy?
Jennifer FillaAspire Research [email protected]: @jenfilla
7/2/2014
16
Andrew WelkleyProduct Marketing Manager
@blackbaud
Your Guide to the Donor Experience
As people have evolved, so have their fundraising
preferences and expectations. The Constituent
Lifecycle, the latest eBook from Blackbaud, breaks
the lifecycle of a constituent into four steps,
identifying strategies you can apply to connect with
and engage supporters in today’s digital world.
www.blackbaud.com/desktopreference
For a listing of the 2014 AFP Webinar Series, please visit our
website at www.afpnet.org in the professional development section.
Coming Next….
July 22, 2014
1:00 – 2:30 p.m. ET
Building Donor Loyalty: How to
Double Your Major Gift Revenue
Rachel Muir, CFRE
Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC
Overview and Tips
The 3 Gears in Motion
1. Actions or Moves • Actual calls and face-to-face visits with prospects
• This is the largest piece in terms of time, energy and
resources
2. Ratings • Ratings prioritize your list and keep you focused on
those who are most willing and capable
• Ratings are the items you track so that you can
measure your progress and might include:
o Capacity
o Affinity and Inclination
o Readiness or Prospect Stage
o Target Ask and Target Ask Date
3. Reports • Actions – Frequent or daily report to keep on top of and count the actions that matter most
• Prospect Review – Report that allows you to regularly review the assigned donor pool
• Executive Review – Report that demonstrates your team’s progress toward goal at a glance
Super User Tips Lisa Howley, Director of Relationship Management at Johns Hopkins Institutions, uses a clear definition
of an action you may wish to adopt at your organization. An action must meet one of the following
criteria:
• Outcomes met the purpose
• Advanced the prospect relationship
• Something new was learned
• Contact resulted in a next step
In his book, Fundraising Analytics: Using Data to Guide Strategy, Joshua Birkholz calls upon his years
and experience as a consultant to make the following statement:
The most successful fundraising institutions have solid prospect management programs.
Organizations that seemingly out-raise their potential have dedicated systems focused
on their constituents. The entire organization revolves around the prospect relationship.
Actions or Moves
Ratings
Reports
Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC
Super User Tips (cont’d)
Remember that creating and implementing a prospect tracking system will create more work for your
team. It means recording information and meeting and reviewing regularly to be sure you are on track.
The goal is to turn that extra effort into stronger performance - more and larger gifts. A tight focus on
prospects should also begin to shorten the time between identification and solicitation.
Keep prospect review meetings to under two hours and set the agenda to match the need. For
example, if gift officers are not moving highly rated prospects, set the agenda to review specific
prospects. As you near the end of the third quarter, you might want to set the agenda to review all
solicitations scheduled to close in the fiscal year.
In her book, A Kaleidoscope of Prospect Development: The Shapes and Shades of Major Donor
Prospecting, Bobbie J. Strand tells us the following:
Prospect management meetings are intended (and, therefore, should be designed) to
bring development staff together in a routine and systematic fashion so that they can:
• Build skills and share insights
• Discuss management issues they may have with new or assigned prospects
• Share and review prospect information
• Assign management for strategic plans and actions
• Track individual prospect and overall fundraising progress
Whether you are planning a new prospect tracking system or re-structuring an existing system, be sure
to set aside enough time to think it through carefully and test it out with staff member feedback. Any
system you implement needs to work both in the database and with every staff member who must
interact with it.
Get leadership to weigh-in early on about what is most important to know. What questions do they
want to have answered about prospects? If you are in a small development office you may find that
you can work well answering a few key items about your prospect pool. If you are in a very large office
you will need to answer a much more complex set of interrelated questions.
Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC
Relationship Management Evaluation
Rank your current Relationship Management system from 1 to 10 on the line for each area.
1 is the center of the circle and 10 is the outside of the circle by the words.
� What works well in your Relationship Management system?
� What needs to be changed?
� Is your system too simple or too complicated to raise productivity?
Actions
Proposals Ratings
Action Reports
Executive Review
Clean
Data
Urgency / Commitment
Prospect Review
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Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC
Relationship Management Policies
University of Chicago, Prospect Management Process & Policy Guidelines (2011) https://griffinhelp.uchicago.edu/griffinhelp/Policy%20%20Procudure%20Documents/UniversityPMPolicy-4-28-2011.pdf
University of Washington, University Advancement, Relationship Management Policy (2011) https://depts.washington.edu/uwadv/wp-content/uploads/2011/10/University-of-Washington-CURRENT-Relationship-Management-
Policy.pdf
University of Southern California, University Advancement, Relationship Management Policies
and Procedures (2011) http://www.usc.edu/advancement/pdfs/RMATS/USC%20RMATS%20Policies-and-Procedures.pdf
RMIT University (Australia), Donor Relationship Management Procedures (2012) http://www.rmit.edu.au/browse;ID=s1nwtrxxa1fu
4 essential elements of relationship management (Lisa Howley), The NonProfit Times (2011) http://www.thenonprofittimes.com/management-tips/4-essential-elements-of-relationship-management/
Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC
Ratings Definitions
Rating Term: “Capacity” “Wealth” “Ability”
What it is: The largest dollar range within which the prospect is capable of giving
Who does it: Usually determined through research such as a wealth screening, peer review, or a profile
What it might look like: $1 million+
$500,000-$999,999
$50,000-$499,000
$5,000-$49,999
Rating Term: “Inclination” “Propensity”
What it is: Past giving to you or other organizations, private foundation giving, and volunteer and leadership
positions; also known as philanthropic inclination
Who does it: Usually determined through research; might become known through conversation or news
interviews with the prospect
What it might look like: Donor to us - Donor to us and others - Donor to others - Non-donor
Rating Term: “Affinity”
What it is: How close the prospect is to your organization (e.g., trustees are very close and someone who has no
contact with you is not close)
Who does it: Can be determined by indicators in your database (e.g., event attendance, consecutive giving,
volunteering, etc.) and through personal contact with the prospect
What it might look like: Insider - Active - Inactive - Distant
Rating Term: “Readiness” “Prospect Stage”
What it is: How ready the prospect is to make a gift; what stage of the gift cycle is s/he in
Who does it: Usually determined by the person who is interacting directly with the prospect or based on that
person’s contact reports
What it might look like: Identified - Qualified - Disqualified
Cultivation - Solicitation - Stewardship
Could this fit your
recognition levels?
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July 10, 2014
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Developing a Relationship Management System
Presented by:
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July 10, 2014
Developing a Relationship Management System
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JANUARY 28, 2014, TUESDAY
Inbound Marketing: The Latest Techniques
To Attract More Donors, Volunteers and Others
Allan Pressel
FEBRUARY 12, 2014, WEDNESDAY
Developing Earned Income Streams For Your Nonprofit
Mazarine Treyz
FEBRUARY 27, 2014, THURSDAY
Firing Lousy Board Members – And Helping the Others Succeed Simone Joyaux, ACFRE
MARCH 13, 2014, THURSDAY
Millenial Motivation: What Makes Millenials Want
To Give
S. Michelle Cline, J.D.
MARCH 26, 2014, WEDNESDAY
The Shifting World of Business and Community Jocelyne Daw, Joe Waters
APRIL 9, 2014, WEDNESDAY
Creating a Breakthrough Strategy for Your Nonprofit Robert Sheehan, Ph.D., CFRE
APRIL 24, 2014, THURSDAY
Development from the Donor’s Perspective
Alice Ferris, MBA, ACFRE
Jim Anderson
MAY 7, 2014, WEDNESDAY
Major Gifts for Small Shops
Amy Eisenstein, ACFRE
MAY 20, 2014, TUESDAY
Case Studies: 24 Hour Turn Around Campaigns
Michelle Conklin, CFRE
JUNE 12, 2014, THURSDAY
6 Figure Fundraising: How to Create and Run Your First
$100,000+ Major Gifts Campaign
Sandy Rees, CFRE
JUNE 25, 2014, WEDNESDAY
Creative Design for Fundraising Campaigns
Derrick Feldmann
JULY 10, 2014, THURSDAY
Developing a Relationship Management System
Jennifer Filla
JULY 22, 2014, TUESDAY
Building Donor Loyalty: How to Double Your Major Gift
Revenue
Rachel Muir, CFRE
AUGUST 13, 2014, WEDNESDAY
Opening the Door to Major Gifts: Mastering the
Discovery Call
John Greenhoe, CFRE
SEPTEMBER 9, 2014, TUESDAY
Extreme Social Media Makeover: Nonprofit Edition!
Allan Pressel
SEPTEMBER 24, 2014, WEDNESDAY
Getting Your Organization Onboard with Fundraising:
Weaving a Philanthropic Culture
Andrea McManus, CFRE
OCTOBER 8, 2014, WEDNESDAY
Incorporating Stories Into Your Fundraising Program Leah Eustace, CFRE
OCTOBER 21, 2014, TUESDAY
Fundraising Basics Brian Bonde, ACFRE
NOVEMBER 18, 2014, TUESDAY
Growth in Giving/Fundraising Effectiveness Project
Erik Daubert, MBA, ACFRE
DECEMBER 10, 2014, WEDNESDAY
Small Shop Success: Building Something from Nothing –
Starting a Well-Rounded Development Program
Amy Wolfe, MPPA, CFRE
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AFP 2014 WEB/AUDIOCONFERENCE SERIES
January 28, 2014: Inbound Marketing: The Latest Techniques To Attract More Donors, Volunteers and Others – Allan Pressel
February 12, 2014 Developing Earned Income Streams For Your Nonprofit – Mazarine Treyz
February 27, 2014 Firing Lousy Board Members – And Helping the Others Succeed – Simone Joyaux, ACFRE
March 13, 2014 Millenial Motivation: What Makes Millenials Want To Give – S. Michelle Cline, J.D.
March 26, 2014 The Shifting World of Business and Community – Jocelyne Daw, Joe Waters
April 9, 2014 Creating a Breakthrough Strategy for Your Nonprofit – Robert Sheehan, Ph.D., CFRE
April 24, 2014 Development from the Donor’s Perspective – Alice Ferris, MBA, ACFRE and Jim Anderson
May 7, 2014 Major Gifts for Small Shops – Amy Eisenstein, ACFRE
May 20, 2014 Case Studies: 24 Hour Turn Around Campaigns – Michelle Conklin, CFRE
June 12, 2014 6 Figure Fundraising: How to Create and Run Your First $100,000+ Major Gifts Campaign – Sandy Rees, CFRE
June 25, 2014 Creative Design for Fundraising Campaigns – Derrick Feldmann
July 10, 2014 Developing a Relationship Management System – Jennifer Filla
July 22, 2014 Building Donor Loyalty: How to Double Your Major Gift Revenue – Rachel Muir, CFRE
August 13, 2014 Opening the Door to Major Gifts: Mastering the Discovery Call – John Greenhoe, CFRE
September 9, 2014 Extreme Social Media Makeover: Nonprofit Edition! – Allan Pressel
September 24, 2014 Getting Your Organization Onboard with Fundraising: Weaving a Philanthropic Culture – Andrea McManus. CFRE
October 8, 2014 Incorporating Stories into Your Fundraising Program – Leah Eustace, CFRE
October 21, 2014 Fundraising Basics – Brian Bonde, ACFRE
November 18, 2014 Growth in Giving/Fundraising Effectiveness Project – Erik Daubert, MBA, ACFRE
December 10, 2014 Small Shop Success: Building Something from Nothing – Starting a Well-Rounded Development Program – Amy Wolfe MPPA, CFRE
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