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 2 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. 3 Discussion: United Way and Retention Why are we losing donors, advocates & volunteers ? Clarity Group 2010, LLC 4 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? 5 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. 6 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 7 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. 10 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 11 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 12 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 13 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. 14 What Makes This Different From Current Relationship Management? BEFORE AFTER Individual Individual & Organization Anecdotal & Informal Formal Undisciplined Disciplined Siloed Integrated Tactical Strategic 15 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. 16 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. 17 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. 18 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. 19 http://online.unitedway.org/relationshipmanagement 20 Get Started Today! Relationship Management Online SelfAssessment: http://unitedway.claritygroupinc.com © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 21 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 22 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 ★ ★ ★ 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 ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ By Campaign Management System: •ANDAR – 60% •Enterprise – 15% •Rainbow – 18% •Other (Donation Tracker/Raiser’s Edge) – 7% ★ ★ ★ ★ = Learning Circle Members = Template Certification Participants = Intensive Participants 24 Thank You! 25