Relationship Management Primer
Wednesday, July 20, 2011
United Ways of Washington Learning Conference
Union, WA
Purpose: Present United Way Relationship Management
work
Process: Use interactive exercises & discussion to:
• Make the case & focus on top-line of
retention/engagement/loyalty
• Develop sample plan to engage individuals/segments
• Provide RM basics, discuss benefits, how your UW can get
started
Payoff: You get why Relationship Management is
critical/important & understand how to get started with
Relationship Management
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Relationship Management Jeopardy!
4.4 MILLION
What’s the # of donors lost
since 2003?
27%
What’s the churn rate in Metro 1 UWs?
70 %
% of Americans never asked to
engage with United Way
0%
Net Promoter Score (NPS)
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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Discussion: United Way and Retention
Why are we losing donors,
advocates & volunteers ?
Clarity Group 2010, LLC
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Small Group Brainstorm: Best Practices in
Retention in For Profit AND Not for Profit
FOR PROFIT
• What “retains” you? What
makes you continue to:
• Shop at a certain place?
• Use one service provider
or product over another?
Clarity Group 2010, LLC
NOT FOR PROFIT
• What “retains” you? What
makes you continue to:
• Support someone’s
cause?
• Participate in a particular
event or activity?
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Best Practice Retention Approach
Use data analysis to segment constituents and drive the
development and execution of highly customized and
measurable retention programs.
Target
Universe
Engagement
Plan
Contact Plan
Analysis
Segments
Measurements
Message
Channel
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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ANALYSIS: The Churn Tool*
• Helps you understand your current donor base
–Tracks and analyzes donors’ giving history
–Profiles and codes donors based on giving behaviors
• You copy and paste your donor data into spreadsheet
• Tool automatically creates charts
• Identify trends: dollars lost, defections, etc.
• Identify your goals & helps you craft tactics to address
• Contact Becky Bogle at becky.bogle@unitedway.org
*Developed by Amy Case of Case Strategy
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Your Key Segments?
1. Donors
7. Company CEOs
2. DOA Volunteers
8. Declining donors
3. Advocates
9. Media
4. Board members
10.Lapsed donors
5. Agency executives
11.Planned Givers
6. ECC/ECMs
12.Tocqueville members
*Participants of Back to Football Friday
or Waiting for Superman screening
What are Components of a Retention
or Engagement Plan?
• EACH TABLE: Works as a team, assigns leader to
facilitate, & a scribe to record answers
• INSTRUCTIONS:
• Identify the communications, opportunities, interactions,
engagements that you would use to retain/engage your
constituents
• TIME: You have 10 minutes to complete this.
• GROUND-RULES: Be positive, no critiquing, & prioritize
later
• REPORT OUTS: Share 1 or 2 findings, comments, &
feedback
Active, Ongoing United Way Volunteer
Retention Contact Strategy
Day 1
Day 90
Day 120
per campaign schedule
MEASURE AND REFINE
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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Creating a Plan to Retain/Engage
• EACH TABLE: Works as a team, assigns leader to
facilitate, & a scribe to record answers
• INSTRUCTIONS: Each table creates an 18 – 24 month
engagement plan that will help you retain the segment
you’ve been assigned
• KEEP IN MIND:
–Components of a Retention/Engagement Plan
–How do companies/nonprofits keep you coming back
• TIME: You have 20 minutes to complete this.
• REPORT OUTS: Share 1 or 2 findings, challenges, overall
observations
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Where Is the Retention & Loyalty Toolkit?
http://online.unitedway.org/retention
For additional info:
Ann Fox, VP of Individual Giving
ann.fox@unitedway.org
View the Churn Busters Webinar at:
http://online.unitedway.org/relationshipmanagement
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GOAL: What Relationship Management Looks Like
Ultimately, our constituents will embrace
our organization and will do things like
share more data, donate more financial
gifts, offer more time towards
volunteering and advocate for United Way
throughout their company and community.
We will know more about our
constituents, such as where they
live, where they work, what they
care about, their interest in our
agenda and their capacity, affinity
and propensity to give to United
Way.
DONORS
VOLUNTEERS
ADVOCATES
COMPANIES
AGENCIES
OTHER COMMUNITY
IMPACT PARTNERS
By matching relevant engagements, products
STAFF
They will see that THIS is an organization for
people/companies/agencies like me. Based on
new information captured and understood,
United Way will be able to provide programs,
products and services that are relevant, and
messaging that is timely, meaningful and
motivating.
and communications to our constituents - based
on what we know about them - they will have a
great experience, feel recognized,
appreciated, and a part of a social movement
that Advances the Common Good.
ENABLED BY FIVE PILLARS
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The Five Pillars of Relationship Management
Organizational readiness, leadership support and cultural
mindset for adopting RM and the changes required.
Infrastructure and supporting processes required to
implement CRM in a systematic and sustainable manner.
Constituent information and insights required to enhance
understanding and enrich engagement.
Enabling platform and integrated set of systems to
support an automated approach to managing and
reporting on constituent interactions and data.
Ability to leverage constituent data to make
communication and messages more precise and relevant.
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What Makes This Different From Current
Relationship Management?
BEFORE
AFTER
Individual
Individual & Organization
Anecdotal & Informal
Formal
Undisciplined
Disciplined
Siloed
Integrated
Tactical
Strategic
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So… is Relationship Management Working?
BACKGROUND
•
Relationship
•
Management
•
Focus
•
•
The Autos…Detroit…
Donors, Revenue and
Effectiveness on the decline –
and had been for years
Community Impact Model
Consultative Selling
RM Learning Circle 1
Education Venture Fund
Volunteer Engagement
Detroit
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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So… is Relationship Management Working?
RESULTS
• 2009 - selected as one of the 2009 Best-Managed
Nonprofits from Crain’s Detroit Business
• 2010 – UWSEM is posting its highest revenue in
3 years
• 2010 - Education Venture Fund started by UWSEM
is on track to see 2013 graduation rates reach
71%-95% from 25%
Detroit
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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So… is Relationship Management Working?
Lapsed Donor Mailing
• Proposal: To send a lapsed donor letter to all donors who
did not give in ’09 where they had their home address
• Audience: 5245 former donors who gave $25 to below
Tocqueville
• Costs: $2,500 for mailing
• Results: 605 donors returned & gave $109K thru their
workplace campaigns
Jacksonville
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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So… is Relationship Management Working?
Designations to
Impact Areas (E-I-H)
Designations to
Impact Areas (E-I-H)
UW System
RM Cities
Increase of 34.4%
Increase of 45.9%
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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http://online.unitedway.org/relationshipmanagement
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Get Started
Today!
Relationship
Management
Online SelfAssessment:
http://unitedway.claritygroupinc.com
© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.
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Additional free resources from UWW
Where Is the Retention & Loyalty Toolkit?
http://online.unitedway.org/retention
Where Is the Recruitment Toolkit?
http://online.unitedway.org/recruitment
Monthly webinar series and archived webinars at:
http://online.unitedway.org/relationshipmanagement
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Taking Relationship Management to Scale
High
ACTIVITY KEY
Red = Free Resource
Blue = Fee-based Learning/Training
Orange = Technology
Involvement
(People, Time and $$)
UWCRM
Technology System
Campaign Management
on MSCRM Platform
6 LUWs
22 LUWs
5 LUWs in Dec ’10
Learning Circle
On-site consultation and
group collaboration
Learning Circle 3
4 LUWs
47 LUWs
4,000+
registered
Webinars
966 staff responses
from 200+ UWs to date
Assessment Tool
Template
Certification
Interactive
webinar
Intensive
Hybrid training
combining virtual, onsite and group
collaboration
$2,625
Learning Circle 2
7 LUWs
Learning Circle 1
11 LUWs
NEW in 2010
$21,000
$68,000
Independent Studies: Tools and Templates
Guidebook & reference materials available for FREE to a local United Way
Low
Low
Impact/Transformation
2010 goal to have 40 or 15% of Metro 1 to 4 local United Ways implementing Relationship
Management via Learning Circle, Intensive or Template Certification (EXCEEDED)
High
Current as of Nov 2, 2010
Breakdown of RM United Ways – US
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By Metro Size:
Metro 1C – 19 UWs
Metro 1B – 8 UWs
Metro 1A – 9 UWs
Metro 2 – 14 UWs
Metro 3 – 15 UWs
Metro 4 – 5 UWs
Metro 6 – 3 UWs
Metro 7 – 1 UW
20 of the top 31 markets
Property of Clarity Group and
UWW © 2010
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By Campaign Management System:
•ANDAR – 60%
•Enterprise – 15%
•Rainbow – 18%
•Other (Donation Tracker/Raiser’s
Edge) – 7%
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 = Template Certification
Participants
 = Intensive Participants
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Thank You!
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