Donor Communications Year-Round

Speakers: Kelly Waldron, Director, Capacity and Performance, United Way Worldwide Liz Marshall, Director, Marketing & Brand Strategy, United Way Toronto & York Region Keith Barsuhn, Chief Development Officer, United Way of Greater Atlanta

Liz Marshall Director Marketing & Brand Strategy United Way Toronto & York Region

Donor Audiences Major Individual Giving (MIG)$10k + / year Leadership$1,200 / year Key< $1,200 / year

A starting point… WorkplaceAll Other Segments Major – Leader - Key 1 st Year Engagement Engage StewardCultivate

Getting started… FromTo

MIG: From JFMAMJJASOND $10K - $49,999 Thank You Cards(P) Thank you letter with receipt (T)WGG TLC Dinner (P) WGG Reverse Day of Caring Family Engagement [P]AGM Invitation [R] Community Matters [R] Leading Women Invite [R]BSBI Invite [R] Holiday Card [R] Community Matters [R] WGG Agency Tour (P) WGG Celebration/Annual MeetingAnniversary Cards [R] Community Matters [R] TG Reports ($25K start) [P] Loyalty Visits with Package - Staff only [P] Community Matters [R] WGG Spring Cultivation Event WGG Child-Friendly Engagment Activity Solicitation - In-Person, Customized with Volunteer [P] Community Matters [R] Solicitation - Mailed Package, Personalized [R] Thank You Cards [P] WGG E-Blast Updates $50K - $99,999 Thank You Cards [P] Thank you letter with receipt (T)WGG TLC Dinner (P) WGG Reverse Day of Caring Family Engagement [P]AGM Invitation [R] Community Matters [R] Leading Women Invite [R]BSBI Invite [R] Holiday Card [R] Community Matters [R] WGG Agency Tour (P) WGG Celebration/Annual Meeting Anniversary Cards [R] Community Matters [R] TG Reports/Tours [P] Celebration Gala Invite [R] Community Matters [R] WGG Child-Friendly Engagment Activity Loyalty Visits with Package - Staff only [P] WGG Spring Cultivation Event Solicitation - In-Person, Customized with Volunteer [P] Solicitation - Mailed Package, Personalized [R] Thank You Cards [P] WGG E-Blast Updates $100K - $999,999 Thank You Cards [P] Thank you letter with receipt (T)WGG TLC Dinner (P) WGG Reverse Day of Caring Family Engagement [P]AGM Invitation [R] Community Matters [R] Leading Women Invite [R]BSBI Invite [R] Holiday Card [R] Community Matters [R] WGG Agency Tour (P) WGG Celebration/Annual Meeting Anniversary Cards [R] Community Matters [R] TG Reports/Tours [P] Celebration Gala Invite [R] Community Matters [R] WGG Child-Friendly Engagment Activity Presidential 1 on 1 Luncheons as Susan Available [P] Loyalty Visits with Package - Staff only [P] WGG Spring Cultivation Event Solicitation - In-Person, Customized with Volunteer [P] Solicitation - Mailed Package, Personalized [R] Thank You Cards [P] WGG E-Blast Updates $1M+ Thank You Cards [P] Thank you letter with receipt (T)WGG TLC Dinner (P) WGG Reverse Day of Caring Family Engagement [P]AGM Invitation [R] Community Matters [R] Leading Women Invite [R]BSBI Invite [R] Holiday Card [R] Community Matters [R] WGG Agency Tour (P) WGG Celebration/Annual Meeting Anniversary Cards [R] Community Matters [R] TG Reports/Tours Celebration Gala Invite [R] Community Matters [R] WGG Child-Friendly Engagment Activity Presidential 1 on 1 Luncheons as Susan Available [P] Loyalty Visits with Package - Staff only [P] WGG Spring Cultivation Event Solicitation - In-Person, Customized with Volunteer [P] Solicitation - Mailed Package, Personalized [R] Thank You Cards [P] WGG E-Blast Updates Team is working on the “To” Includes creation of a digital experience Transactional Women’s Affinity Group Activities Personal/Custom Stewardship

Leader: From

Leader: To

Take-aways Map your current donor communication experience

Take-aways Design your “ideal” donor experience

Take-aways Test, learn, test again

Keith Barsuhn Chief Development Officer United Way of Greater Atlanta

UWGA: Fundraising Overview Year round fundraising model covering 13 counties/ $75.7 million $54 million from 129,000 donors/received detail on 88,235 donors Donor detail retention rate: 58% 57,231 retained 33,885 new/recovered 36,590 lapsed

$77.7 million Increase retention to 63% Increase RUM by $2 million (62% of total) 2015/16 Goals

iMatter: An Intentional Outreach Individual donor engagement strategy aimed to deepen relationships resulting in increased retention, increased donations, and more loyal donors Focused on four at-risk/high value audiences giving $250+: New donors – most likely not to repeat support Cole donors – 35% attrition current Tocqueville donors Lapsed/lapsing donors Systematic and intentional capture of feedback and learnings

iMatter: 2015/16 Goals Increase retention by deepening relationships through intentional connection Increase donor touches from 15,000 to 40,000 Increase lapsing recovery from $180,000 to $400,000 Drive knowledge of our donors and leverage that knowledge for strategic and meaningful communications

iMatter: Staffing and Tactics Pilot began in Spring 2014 Expanded efforts built upon pilot learnings with 3 dedicated staff positions to date Training for all fundraising staff (Consultative Selling); flexibility in roles and responsibility Work with staff on maximizing strategy in their portfolios (divide/conquer) Heavy utilization of Microsoft CRM Focus on lapsed/lapsing and new within companies and special events Affinity Group Signature Events Volunteer Engagement experience “5K on Runway 5” race participants

iMatter: Tactics Utilize discovery questions aimed at deepening the relationship Example: Which of our focus areas, Education, Income, Homelessness, or Health resonates with you the most? Develop a follow-up plan to touch donors more than once, focused on learnings from initial interaction Continued focus on lifting up key aggregate results and learnings to improve execution/ celebrate successes

iMatter: Call Flow

iMatter: Steps Contact #1: Remind & Cultivate. Goal: Give reminder and clean contact information Contact #2: Thank You and/or Solicit. Specific Informational Ask. Goal: Learn donors’ philanthropic interests Contact #3: Engage & Steward. Goal: Report, celebrate, thank donor

iMatter: Donor Interest

iMatter: Learnings and Experiences Leveraging current campaigns for individual connections Better frame the conversation with the ECM for coordination Inside and outside the workplace, take advantage interaction resulting in updated contact information Donor feedback and interests can drive cross- departmental collaboration Evolving tools and techniques to overcome barriers “iMatter Tip of the Week”

iMatter tip of the week Jeanine realized after asking a Cole Society donor giving $85 monthly to increase to $100: “I just have one more question for you… would you consider donating $100 each month instead of $85…?”SHE SAID YES! If 50 donors do this, we raise +$10,000!

iMatter: Results to Date Executed 14,583 outreach activities slightly better Phone: 2, ,324 Letter: 2,553 Recovered $150,000 in lapsed/lapsing from 150 donors Individual strategy, maximized by company buy-in Receiving donor data file sooner than later Allowing UW contact Identifying donors who leave company Need continuous process improvement and discipline

iMatter: Learnings and Experiences

Activity Map out your year-round donor communication strategies by answering the questions below How are you engaging donors year-round? What vehicles are you using? Digital platforms, call, , etc. Are you using the Ask-Thank-Inform cycle? Map out what you’re currently doing?

Resources and Actions Review donor retention tools: retention-tools-collectionhttps://online.unitedway.org/groups/donor- retention-tools-collection Sign up to receive the “Donor Growth Action Letters” Follow the Resource Development UWO Community of Practice: Be all in on the network wide strategy:

Thank you!