1 Mid-Level Donor Stewardship - Fixing Your Hourglass or Sombrero Shaped “Pyramid”! Lynne M. Wester Yeshiva University
Aug 20, 2015
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Mid-Level Donor Stewardship - Fixing Your Hourglass or Sombrero Shaped “Pyramid”!
Lynne M. WesterYeshiva University
Road Map
Understanding the Giving Gap Benefits of Mid-Level Strategies – What’s in it
for you! What’s a Mid-Level Strategy Look Like Visualizing the Future: Evidence for Success Questions?
The Collapsed Giving Pyramid
Annual Fund
Major Giving
What’s Missing? No real focus on mid-level donors
The Giving Gap
Donor Relations
Stewardship and Impact reporting Acknowledgment Recognition Engagement
RetentionRetention
GrowthGrowth InfluenceInfluence
Nondonors
• Donor Intelligence Driven• Multi-Channel & Truly Integrated• High Tech• Highly Personal• Appropriate ROI Measurements
What Mid-Level Strategy Looks Like
1. Analyze current situation2. Identify Mid-Level potential and donor interest3. Develop Mid-Level strategies4. Establish timelines and measures of success5. Creating Accountability6. Make the Case; Create win-win7. Refine for the future
Implementation Plan Steps
Changing the Culture
Calendar Approach
• 9/ Thank You postcard• 10/ Hanukkah Dinner Invite • 11/ Thank A Donor card mailed• 11/ Send email invite to YC play 1776• 12/ Mail Hanukkah postcard/museum invite• 1/ email invite to private screening of "Footnotes"• 2/ Soy Seforim Sale invite• 2/ Purim Postcard with recipe for hamentashen• 3/ thank a thon• 3/2 Scholarship Reception invitation• 4/ Scholarship impact piece mailed• 5/ Invitation to commencement mailed• 6/ end of FY thank you postcard• 8/ Calendar with student art work
Tips and Tricks• Everything starts with data – validate assumptions• Data informs strategy• Don’t get distracted by “shiny” tactics• Begin with the end in mind• Set appropriate metrics for success in the start• Continuously measure and tweak ideas and efforts• Repurpose content but with unique spin for each segment• Personalize everything for the individual – no excuses!• Don’t be afraid to let go and be transparent once framework exists
Questions? Comments
• Lynne Wester• [email protected]• www.donorrelationsguru.com• Friend me on Facebook• Follow me on Twitter @donorguru