Is your Organization “High Performing?” Direct Response Solutions, Inc.

What is a “High Performing Organization?” 1) They have defined their “public.” 2) They have defined their mission. 3) They have created an environment conducive to fund raising. 4) They are committed to long term success vs. flash-in-the-pan results. 5) They set achievable goals.

Characteristics - II 6) They base their marketing strategies in their own metrics. 7) They brand themselves consistently over multiple marketing channels. 8) Their fundraising and “friendraising” strategies are inextricably linked. 9) They have prioritized donor need and have aligned it to organizational need.

Characteristics - III 10) They provide clear insight on how donor involvement can: a. Save lives, b. Improve lives, c. Create hope for the future, and/or, d. Achieve greater cost efficiency

Step 1 They have defined their “public.” 1. Who supports the mission? 2. Who should support the mission? 3. Who might support the mission?

Step 2 They have defined their mission. 1. Clear & Precise 2. Limited in scope 3. Simple to understand 4. Universally supported by leadership leadership 5. Addresses a supportable need

Step 3 They have created an environment They have created an environment conducive to fund raising. conducive to fund raising. 1. Promotes donor awareness 2. Leadership by example 3. Recognizes true nature of philanthropy and the philanthropist philanthropy and the philanthropist 4. Reacts to donor needs and preferences preferences

Step 3 (cont.) 5. Sets an annual strategy plan; consistency in planning promotes predictable growth. 6. Insures data to be used in fundraising is clean and updated. 7. Keeps to deadlines – develops reputation for timeliness, allowing true emergencies to be recognized.

Step 4 They are committed to long term success vs. flash-in-the-pan results. 1. Use all tools available; invest carefully in new ones, but keep your old ones sharp and ready.

Step 5 They set achievable goals. They set achievable goals.

Setting Goals Investing wisely in your fundraising …  Allocate your resources to where they will best impact ROI – maximize efforts to the core donors  Understand the contribution from lapsed; adjust strategy to minimize high risks  Limit acquisition to renewable new donors; be prepared to set goals and measure results differently for transactional donors

Setting Goals - 2  Plan for significant upgrades in response and income from the core donors only; lay careful and realistic plans for large income growth from borderline renewal segments and acquisition.  Growth in donor file or revenue – which one?

Step 6 They base their marketing strategies in their own metrics. 1. What are your baseline metrics? 2. What’s doable for you? 3. Breaking down growth goals into increments … How do you effect 10% growth?

Setting Your Strategy  Replace attrition with recaptured & new – ► Better ROI - increase retention vs. add new/win-backs  Acquire only renewable donors  Set realistic goals by segment  Use last year’s plan only if it was successful  Never hesitate to change the strategy midway

Step 7 They brand themselves consistently over multiple marketing channels.  Print Collateral  Direct Mail  Web site  Event promotion

Step 8 Their fundraising and “friendraising” strategies are inextricably linked. Every point of contact with your donors and prospects is a fundraising event.

Step 9 They have prioritized donor need and have aligned it to organizational need. Do you know what your donors want?

Donor Relationships - 1 Maintaining and upgrading each donor relationship:  Find and react to DONOR NEEDS  Renew similarly to acquiring (medium, package, theme)  Set marketing plans and goals that are realistic for each segment  Promote regular giving, always  Provide good reasons for the donor to upgrade; acknowledge when he/she does

Donor Relationships 2 Achieving more gifts from each donor:  Acknowledgment program  Always ask again w/i 3 months  Donor welcome kits for new donors  Monthly giving  Use giving clubs

Step 10 Provides clear connection of support to a tangible end-result that: a. Saves lives, b. Improves lives, c. Creates hope for the future, and/or d. Achieves greater cost efficiency

Fundraising is a marathon, not a sprint. By all means, use every technique available to you to generate that first gift. But don’t conclude success or failure on immediate results alone. You’re in it for the long haul … your ROIs are profitable only when you’re into the renewal phase. All that glitters may indeed not be gold. At least at the outset!