2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2
Road Map
Understanding the Giving Gap
Benefits of Mid-Level Strategies –
What’s in it for you!
What’s a Mid-Level Strategy Look
Like
Visualizing the Future: Evidence
for Success
Questions?
3. The Collapsed Giving Pyramid
Annual FundAnnual Fund
Major Giving
What’s Missing?
No real focus on mid-level donors
The Giving Gap
5. • Donor Intelligence Driven
• Multi-Channel & Truly Integrated
• High Tech
• Highly Personal
• Appropriate ROI Measurements
What Mid-Level Strategy Looks
Like
6. Determining Interest
PASSIVE DATA
• Demographics
• Historical Giving Data
• Mail – Responders
Only
• Interactive / Online
• Open rates
• Click-thru rates
• Video view rates
• Multiple sessions
• Response rates
• Heat map
7. Determining Interest
ACTIVE DATA
• Face to Face
• Survey
– What are the most
important questions to
ask?
– What can we learn?
– Rate your loyalty,
connection points,
likelihood to give
• Cross-Channel
Integration
• Involvement
8. 1. Analyze current situation
2. Identify Mid-Level potential and donor interest
3. Develop Mid-Level strategies
4. Establish timelines and measures of success
5. Creating Accountability
6. Make the Case; Create win-win
7. Refine for the future
Implementation Plan Steps
Changing the Culture
9. Calendar Approach
• August- Champions Gate Wrap up Piece
• September- YU Tomorrow Mailing, Rosh Hashanah email
greeting
• October- Hanukkah Dinner Invite, Medical Ethics Conference
Wrapup, Invitations to YU Museum Event
• November- Report of Donors/ Honor Roll and Donor
Recognition Event
• December- Hanukkah Dinner Slideshow
• January- Soy Sepharim Sale Announcement and Follow Up
• February- Scholarship Impact Piece
• March- YU Tomorrow Mailing
• April- Impact of Giving Report
• May- Commencement Invitation and Webcast
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9
10. Tips and Tricks
• Everything starts with data – validate assumptions
• Data informs strategy
• Don’t get distracted by “shiny” tactics
• Begin with the end in mind
• Set appropriate metrics for success in the start
• Continuously measure and tweak ideas and efforts
• Repurpose content but with unique spin for each
segment, use
• Personalize everything for the individual – no excuses!
• Don’t be afraid to let go and be transparent once
framework exists
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10
15. Questions? Comments
• Lynne Wester
• wester@yu.edu
• www.donorrelationsguru.com
• Friend me on Facebook
• Follow me on Twitter @donorguru
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15
Hinweis der Redaktion
90 / 10 rule; 90% of dollars coming from 10% of gifts (major giving)…10% of dollars coming from 90% of gifts (annual fund) Annual fund necessary to identify next generation major givers We know this as fundraisers, yet our structures and systems do not support the total donor pyramid.
Analyze current situation Mid-Level donors (Do you have a pyramid or sombrero?) Real retention Identify potential and interest Find popcorn eaters; Leverage active & passive data Profile your Mid-Level prospect’s behavior, demographics, motivations Develop strategies The Matrix: Multi-Channel, Integrated High tech, highly personal Establish timelines and measures of success Set appropriate ROI, metrics Take a long-view of 3-5 years Make the Case Create the win-win; Innovate on internal politics, silos, change management External messages updated Refine for the future Data collection, analysis and management Prospect management Multi-year donor-centered focus Organizational structures to support achieving lifetime value of the donor
