retaining your donors: effective techniques for stewardship and cultivation
DESCRIPTION
Jann Schultz shares with you how knowledge and skills developed in the for-profit world to build customer loyalty have been translated and implemented at Operation Smile to retain committed donors. With so much choice for donors it is of vital importance that once you have acquired a donor that you keep your donor, just like the importance of building loyal customers in the for-profit world. Find out why effective techniques for DONOR FIRST stewardship and cultivation are of vital importance.TRANSCRIPT
Retaining Your Donors:Effective Techniques for Stewardship and Cultivation
Operation Smile Donor First Case StudyJann Schultz, Director of Donor Relations
New York Fundraising DayJune 2011
Operation Smile mobilizes a world of generous hearts to heal children’s smiles and transform lives across the globe.
Donor First Philosophy
To make the Donor’s experience as exceptional as the services we provide to children & families around the world served by Operation Smile.
‘Donor First’ in Action
‘Donor First’ in Action
‘Donor First’ in Action
Review touch points through the ‘lens’ of Donor First Philosophy
Identify gaps, issues and challenges
Design solutions and implement across Donor touch points
Major Gifts• Acknowledgement signed by Co-founders• $10K+ - Personal Thank You Calls• Major Gift Officer• Co-founder
• Handwritten note from Co-founder
Donor Care Program-Mid-Level Gifts• Acknowledgement• General File - $1000+ - Personal Thank You
Call• DC Program - Gifts of any size receive
personal TY Call• Handwritten note from Donor Care
AssociateGeneral Donors-Direct Response• Acknowledgement • <$99 – Thank You VM • >$100 – Personal Thank You Call• If unable to reach by phone – e-mail or
handwritten note from Donor Relations Specialist or Volunteer
Thank You Strategy
THANK A THON
WELCOME KIT
Multi-Channel Welcome Series
Welcome Series Schedule by Communication Channel
Day of Donation
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Email Email Confirmation (TV/Web source)
Welcome Email Reporting Video Matching Challenge eAppeal
Mimi Video Matching Challenge
eAppealSurvey Email Non-Season Catalog
eAppealGIK eAppeal
Direct Mail Postcard with drive to
video/ways to get involved
Matching Challenge DM Appeal
GIK DM Appeal
Phone Thank You Call/Blast
Follow-up Call to DM
6 x 9 Receipt Package(DM source)
Welcome Kit (TV/Web source)
WELCOME SERIES
First E-mail in Series
- Welcome
Second E-mail in Series
- Reporting Video
Third E-mail in Series
- Appeal w/ Match
Fourth E-mail in Series
- Appeal w/ Match that includes video
Plus three additional touch points
REPORTING VIDEO
Donor First ResultsImproved process & procedureExceeding industry standards
◦Gift deposits◦Timeliness of Acknowledgement
Increase in retentionIncrease in revenue from
retained donorsOrganization and Partners
focused on “Donor First”
“Donor First” Goes GlobalUnited
KingdomJapanItalySweden
TakeawaysDefine your “Donor First
Philosophy”Review all donor touch pointsIdentify issues & challengesTake steps to improve/change the
process or strategy
At a minimum…engage volunteers to write notes, make phone calls and implement a Thank A Thon
