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
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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
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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
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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
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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
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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
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Develop new programs
Identify new audiences
Leverage partnerships
Respond?
Response
Rate
•
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Communicate impact
Communicate benefits
Ensure ease of response—no friction
Donate?
Conversion
Rate
•
•
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Rapid turnaround—no wasted time
Timely welcome, introduction
Build differentiation, trust
Renewed?
Lapsing
Rate
•
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Consistent communication
Show efficient use of funds
Communicate vision, impact
Re-activate?
Renewal
Rate
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Exciting and new (matching grant, video)
Use different mediums of engagement
Show tangible results
Number
of Gifts
# Gifts Per
Person
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Create benefits for frequent giving
Use pledges, ensure ease of fulfillment
Timely communication
Dollar
Amounts
Avg. $
Per Gift
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Form special projects
Create major donor programs
Offer estate planning
Execute a capital campaign
When You Are Successful
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•
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.