Stewardship: It's about people

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Information about Stewardship: It's about people
Business & Mgmt

Published on February 11, 2013

Author: KathyAllen1

Source: slideshare.net

Description

A session on 'Stewardship' given at IoF Yorkshire 2013. Great feedback and lots of audience participation.

Stewardship: It’s about people... people.Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

What does ‘stewardship’ actually mean?Kathy Allen Freelance Marketing

To us... • Literally – it is about ‘stewarding our donors’ • ‘Moving our donors through a journey with us’Kathy Allen Freelance Marketing

What do you think it means? • Well, we are trying to get them to give again • We want to ask them for more • We are trying to give them an experience • We are trying to make them feel good Making their life happy through their experience with us.Kathy Allen Freelance Marketing

What does it mean to a donor? If you were a donor how would you think of what is happening when you hear from a charity? You probably wouldn’t consider yourself to be ‘stewarded’ or ‘moved through a journey’Kathy Allen Freelance Marketing

You would probably say things like... Ah, that’s nice, that charity I support just called me to say thank you. Do you know, the other day I got a little card from the kid I sponsor in Africa.Kathy Allen Freelance Marketing

Surely it’s about raising more money? There are two ways to get more money: Ask more people Ask the same people for moreKathy Allen Freelance Marketing

More than just an askKathy Allen Freelance Marketing

So, how do we give that to our donors without a physical pat on the back?Kathy Allen Freelance Marketing

• Thank you letters • Phone calls • Hand written notes • Photos • Telling them stories that are relevant and movingKathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Quick challenge • Create a 6 sec vine • Groups • Choose one charity • Make a 6 sec vine on paper • Show it to the rest of usKathy Allen Freelance Marketing

Engaging with peopleKathy Allen Freelance Marketing

Take some examples from the non charity worldKathy Allen Freelance Marketing

Charity examplesKathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

AICR legacy story book

Kathy Allen Freelance Marketing

Different for the type of donorKathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

How you answer the mainline phone number Everything everyone in the organisation says and does. You are 24 hour advocatesKathy Allen Freelance Marketing

Every touch point that a donor can have, has the potential to be amazing, and give them the experience that means they will support again...and stay with you long term.Kathy Allen Freelance Marketing

How is this for an analogy?Kathy Allen Freelance Marketing

EngageKathy Allen Freelance Marketing

Convert

Care

Stewardship: How do we measure it? • Attrition/retention – make sure your database can measure this • Anecdotal – what have you received from supporters • Lifetime value – measuring the value of one donor over the course of their lifetimeKathy Allen Freelance Marketing

Ok, so where is the evidence that doing all this, works?Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Overall AICR retain 80% of their donors With only 2% dropping out each yearKathy Allen Freelance Marketing

Impact • In last 3 years, additional £3.38m income, £4.04m including Gift Aid • Reduce attrition by 0.5% • = £100,000 for them • = another grant funded • What would it mean for you?Kathy Allen Freelance Marketing

Impact • With the money boxes they are also seeing donor retention around about 80% in the first year and only 1% dropping out each year. Across the board • Attrition was 52% • Changes to their comms and increased the number of channels being used • Now 27%Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

What about smaller budgets?Kathy Allen Freelance Marketing

Kilbryde hospice firewalk • Took a big idea and made it work for a small local charity • 25 fundraisers took part (200 friends and family) • Local press, TV • Online community • Raised £6,500 • £243 av. per personKathy Allen Freelance Marketing

Impact 15 Firewalkers engaged with them on social media. They generated an average gift of £305. 10 Firewalkers who never shared or engaged with them on social media. They generated an average gift of £198.Kathy Allen Freelance Marketing

Kathy Allen Freelance Marketing

Examples from youKathy Allen Freelance Marketing

Remember this about the return You spend most of the money up front to get them, but perhaps worrying about spending money on keeping them. If they are giving £100 per year, then the small amount of money for something on social media, an email, or even a phone call several times a year is definitely worth itKathy Allen Freelance Marketing

Other easy things to remember • Try to get a good feeling/experience • Every contact should be emotional - communicate with emotion and passion • Tell a personal story • Don’t talk about the organisation • Talk about the impact through storiesKathy Allen Freelance Marketing

The one we all talk about, but yet it is still happening... “I got a letter the other day addressed ‘Dear supporter’, I’ve given thousands and they can’t even be bothered to find my name”.Kathy Allen Freelance Marketing

‘Building donorloyalty is the singlebiggest challengefacing our sectortoday.’Professor Adrian Sargeant

Sources and thanks • charitychap.com • fundraisingdetective.com • Stuart Glen at Kilbryde hospice @stuglen • All the other charities mentionedKathy Allen Freelance Marketing

Thank youKathy Allen Freelance Marketing

Making it happen forinfluential fundraisers 07894 980 279 kathyallen6@me.com @kathyallen

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