Stewardship is a Team Sport: A Playbook Shane Jacobson Vice President for Development and Alumni Relations Grinnell College jacobsons@Grinnell.edu @GrinnellAlumVP

Today’s Conversation Frame the “playbook” Remind ourselves of the roles cultivation and solicitation play in setting the stage for effective stewardship Discuss stewardship’s core components Engage with one another “Systems approach” Individual case study

Today’s Conversation My experience (successes and failures) tell me that I’ve learned enough to be dangerous I also don’t have all the answers Some ideas will sounds great, others will not Our institutional history, culture, and demographics are all important nuances to understand. But best practice is also best practice. What is your goal today? What role do you play in achieving that goal?

Frame the “playbook” Stewardship is to fundraising as ________________ is to ________________?

Create your “playbook” The Generative Curve Opportunity-framing Strategy Opportunity for Generative Work Operational, Tactics, Execution Sourced: Bill Ryan, Ryan Consulting Time

Frame the “playbook” What questions could you ask early in the generative curve when building or enhancing individual and system-wide stewardship?

Frame the “playbook” How should solicitations inform our best practice stewardship model(s)? How can more staff in our organization learn from successful and failed stewardship activities? Which stewardship outcomes will connect to the priorities of our next campaign (even if the priorities are only just emerging at this point)?

Why does this matter? For every 100 donors gained in 2014, 103 were lost through attrition. That is a NET LOSS of 3%! Every $100 gained in 2014 was offset by $95 through gift attrition! This nets out to a sad 5% gain. Source: AFP 2015 Fundraising Effectiveness Report 

Why does this matter? The donor retention rate was 43 percent in 2014 (Median). That is, only 43 percent of 2013 donors made repeat gifts to nonprofits in 2014. The gift retention rate was 47 percent in 2014 (Median). That is, only 47 percent of 2013 dollars raised were raised again by nonprofits in 2014. Source: AFP 2015 Fundraising Effectiveness Report 

Why does this matter? At all levels, stewardship is our best form of cultivation! Then by extension this phenomenon becomes a significant lifeline to sustain giving, raise aspirations towards bigger gifts, and set the building blocks for the next campaign! Source: All fundraisers, everywhere! 

From framing to cultivation and solicitations…

What does great cultivation look like? Capacity + Inclination + Readiness = ASK Qualify and build trust Recognize motivations and behaviors Engage campus stakeholders Build a shared vision Create urgency Explore gift ranges, impact, and timing Understand objections

What does great solicitation look like? Capacity + Inclination + Readiness = ASK Hopefully a seamless transition No surprises – clear intent Capacity and liquidity Define the finish line Ask!

Are you setting the stage for effective stewardship? Have you asked how the donor(s) would expect to learn about the impact of their philanthropy? Have you developed a shared understanding of how exactly gifts will be spent? Have the donors become familiar with those who will spend their precious resources? Have you left room for unplanned opportunities?

From the basics to core components of stewardship… The obvious: Acknowledgement Recognition Accountability Access Celebrations

My Five “Plays” 1.) Stewardship plans must be integrated with cultivation and solicitation plans. Create a dedicated portion of your strategy documents to build draft and then penultimate stewardship strategies. Leverage your technology to house these plans. Use the mechanics of the gift closure process to trigger immediate stewardship plan confirmation and intentional stewardship activities.

My Five “Plays” 2.) As often as possible, create stewardship plans that broaden and deepen donor’s relationships with people. Establish direct contact between fund administrators and donors. This requires preparation and trust internally! Prepare campus partners so they understand if they are the quarterback, goalie, power forward, or scrum-half. Use technology, language, and imagery to your advantage Use students! Use students! Use students!

My Five “Plays” 3.) Use your data and systems to your advantage. Establish proactive working relationships with finance and budget officers. Were they aware of the solicitation? Do they appreciate their roles going forward? Are stewardship staff equipped with early warning systems? Do you track donor’s areas of interest and can you produce individualized communication in a mass communication approach?

My Five “Plays” 4.) Understand the strongest elements of your stewardship platform and funnel activity into those areas. Set expectations from the beginning! Stewardship reports Impact statements Video messaging Presidential phone calls Volunteerism Donors as extensions of our staff Engagement with campus and board leadership

My Five “Plays” 5.) Let your campus’ distinctiveness (or “quirkiness”) shine through Community days of service New student orientation Student newspaper Interesting club or organization Introduction to new faculty, staff, or administration Less scripted…less formal…among the goals, “fun” can be near the top

Now it is a team sport Break into 2-person groups Focus on your stewardship “system’s” strengths. Answer the question: What is working really, really well within your system’s stewardship program and could be applied more effectively or broadly to current or prospective leadership-level donors? You have ten minutes. If there is time, a few groups will report out…

Now it is a team sport Break into 2-person groups Focus on a specific donor who is in the cultivation or solicitation phase. Answer the question: Starting tomorrow, what can you do to set the stage for a more impactful post-gift closure stewardship experience? You have ten minutes. If there is time, a few groups will report out…

Now it is a team sport Answer the question: What is working really, really well within your system’s stewardship program and could be applied more effectively or broadly to current or prospective leadership-level donors? Answer the question: Starting tomorrow, what can you do to set the stage for a more impactful post-gift closure stewardship experience?

Thank you Did you achieve your goal? Closing questions or comments?

Session evaluations will be emailed. Shane Jacobson jacobsons@Grinnell Session evaluations will be emailed. Shane Jacobson jacobsons@Grinnell.edu @GrinnellAlumVP