Transcript Document
Finding Answers to the Four Most Challenging Issues for Development Officers in 2011 2011 Chief Institutional Advancement Officers Conference Jim Runyan February 24, 2011 What is Your Potential DONOR VOLUME POTENTIAL TOTAL DOLLAR POTENTIAL WHAT WE REALLY DO… Impressions Respond? No Yes New Relationship Lost Opportunity No Donate? A Donor Development Process Model Yes New Donors Renewed Donors Active Donor Base X Number of Gifts X Dollar Amounts Total Annual Giving Yes Renewed? No Lapsed Donors Re-activate? No Yes 4 Challenging Issues • • • • The Challenge of Current Technologies The Challenge of Integration The Challenge of Aging Donors The Challenge of Balance The Challenge of Current Technologies FUNDRAISING FUNCTIONS FUNDRAISING CHANNELS Data Acquisition Direct Mail Email Telephone Web Social Media Mobile Events Face to Face Donor Acquisition Retention Reactivate Upgrade Cultivation Recognition Solicitation The Challenge of Integration The Continuity Factor DONOR DEVELOPMENT Planned Giving Major Giving Emerging Giving Recurring Giving Annual Giving Participation, Volunteer, Advocacy Prospecting ENGAGEMENT CHANNELS Social Media Mobile Email Web Mail Telephone Events Face-to-Face The Challenge of Aging Donors The Current Reality • Average major donor 60 years or older • Most major donors graduated 30 to 40 years ago • Lack of attention to developing emerging donors • Lack of staff to properly execute an effective strategy The Challenge of Balance Today’s Development World • • • • • • • Strategic Analytics Marketing Video Production Print/Mail On Line Technologies Social Media Communication Strategies • Web Design and Development • Board Development • Mid and Major Gift Solicitation • Moves Management • Feasibility Studies • Capital Campaign Strategies and Management The Most Significant Filter Experience POINT OF VIEW Opinion DECISIONS EVALUATION ACTIONS Maintenance New Decision RESULTS Application to Our Reality Data Philosophy Strategy Creative Results Donor Activity History Environment Pursuant Way Experience Research Messages Consistency Continuity Copy Design Production Response Trends ROI The Experience Factor • • • • Trained/Experienced in All Areas Trained/Experienced in Some Areas Trained/no Experience No Training Balance of Focus Areas of Strength Direct Mail Events Planned Giving Marketing Areas of Weakness Capital Campaign Major Gifts Social Media Acquisition The Power of Success A Balanced Strategy Further Enhance Areas of Strength Strategic Attention to Areas of Weakness Filling the Experience Gap • • • • Honest Assessment Strategic Training Impactful Coaching Ongoing Strategic Performance Evaluation • Outsourcing DEVELOPING Comprehensive Strategies Who strategically aligns all your fundraising puzzle pieces? Who ties together every fundraising option? Seek Fully Integrated Counsel Do They Understand and Offer Can They Provide Capital Campaign Counsel Feasibility / Planning Studies Mid & Major Gift Solicitation Social Media Strategy Strategic Analytics Communications Technology Board Development Direct Response Video Production eSolicitations Interactive Annual Reports Online Magazines Web Design & Development iPhone Apps eNewsletters Print/Mail 7 METRICS: WHAT TO DO? Impressions Number of Impressions • • • Develop new programs Identify new audiences Leverage partnerships Respond? Response Rate • • • Communicate impact Communicate benefits Ensure ease of response—no friction Donate? Conversion Rate • • • Rapid turnaround—no wasted time Timely welcome, introduction Build differentiation, trust Renewed? Lapsing Rate • • • Consistent communication Show efficient use of funds Communicate vision, impact Re-activate? Renewal Rate • • • Exciting and new (matching grant, video) Use different mediums of engagement Show tangible results Number of Gifts # Gifts Per Person • • • Create benefits for frequent giving Use pledges, ensure ease of fulfillment Timely communication Dollar Amounts Avg. $ Per Gift • • • • Form special projects Create major donor programs Offer estate planning Execute a capital campaign When You Are Successful • • • • • • Maximize Your Fundraising Potential Inspire Donors Inspire and Motivate Staff Prioritize Your Department Prepare New Leaders Position Your School to Fulfill It’s Mission • Changed Lives Helping those who do good, do better.