Relationship Management Policies and Procedures

Transcription

1 Relationship Management Policies and Procedures General Concept: The Relationship Management and Tracking System (RMATS) is the process of advancing a current prospect or donor toward a first-time gift, a higher giving level or an additional gift. It is primarily the process of moving forward in our relationship with the donor and increasing the donor's commitment to the organization. It assists front-line fundraisers, program managers, deans and all Advancement staff in managing their relationships with potential donors in a systematic and quantifiable way in order to produce better outcomes in face-to-face fundraising General Principles: RMATS allows for collaborative development and implementation of specific donor strategies by involving all interested parties in the process. For this reason, the relationship assignment team must fully represent the range of potential interests for any given donor. Every effort will be made to identify and involve all parties as early in the process as possible. RMATS is intended to capture, store, and report relevant information concerning our relationships with our donors and prospects. For this reason, all significant interactions with the donor (moves) must be recorded both accurately and promptly. These moves, combined with the contact reports filed after meeting with these prospects, will allow management to realistically assess the Relationship Manager on their efforts, rather than strictly on gifts received. It is possible to have a successful cultivation, but an unsuccessful solicitation; this system is designed to track the work actually done, whatever the outcome. By doing this, we create an institutional history of our relationships, while simultaneously ensuring that everyone with a stake in those relationships remains involved and informed. RMATS allows for centralized data management and distributed prospect management, the final outcome of which is that the right solicitor asks the right prospect for the right gift at the right time. ASSIGNMENTS Your Portfolio For the purposes of these policies, Primary and Secondary Relationship Manager are assumed to be full-time equivalent (FTE) personnel, responsible for only major gifts fundraising. If the manager has additional administrative responsibilities, their portfolio assignments and visit statistics should be adjusted accordingly. Major Gift Relationship Managers should maintain a portfolio of 125 to 150 prospective donors in the various stages as follows: 25% in the Suspect Categories 50% in the Prospect Categories 25% in the Donor Category Last updated: April 13, 2011 pg. 1

2 A minimum of 12 prospective $100,000+ donors should be in the planned solicitation cycle for the next rolling 12 month period. Relationship Manager Categories and Definitions The following are the Relationship Manager Categories and their definitions. These are used to track which fundraiser is primarily responsible for which donor. One prospective donor may have many Secondary managers, but only one Primary Relationship Manager: Primary Relationship Manager (PRM): The main point of contact between the donor and the university; will usually be a major gift fundraiser in either a school/unit or Central Advancement. The PRM is responsible for moving the donor to the culmination of a major gift. The PRM is also responsible for informing any Secondary Relationship Manager (SRM) in advance of any contact with the prospective donor. Only one PRM per donor. Secondary Relationship Manager (SRM): The major gift fundraiser in a school/unit which has a secondary interest in the donor, and will work in conjunction with the PRM to build a strategy to maximize gift potential. The SRM must notify the PRM in advance of any contact with the prospective donor. Secondary managers may also be the PRM to a spouse or child, or a planned giving officer working with the PRM. There can be any number of SRMs. The following categories may also be used to track additional points of contact between prospective donors and University personnel: Leadership Annual Giving Manager (LAGM): Assignments of a Leadership Annual Giving Manager are usually for a lead annual fund gift of $10,000 to $99,999, and may be made in conjunction with a PRM. The assignment of a PRM is not a prerequisite for a Leadership Annual Giving Manager assignment. Solicitor (SOL): This may be a dean, a director, or other individual who is not a member of the Advancement team who may be assigned to carry out the actual solicitation of a prospect. This is also a way to track assignments for those who do not normally carry a regular portfolio (such as President Nikias.) Last updated: April 13, 2011 pg. 2

3 STAGE OF READINESS CATEGORIES The following are the various Stage categories and definitions to be used to track prospective donors through RMATS to determine the appropriate stage of readiness for a major gift solicitation. [See Stage of Readiness Chart on page 10] Suspect Categories Identification: Prospective donor is identified as having potential to make a major gift. Suspects may enter the cycle through a screening (such as DonorScape ratings) or through identification efforts made by the Development Research staff. Qualification: This stage moves the constituent from the Suspect to the Prospect category. After the initial qualification visit, where both the inclination and capacity of the prospect are confirmed, the prospect may be held in the Qualified status while a number of determination visits are made; these visits firm up the prospective donor's capability to make a major gift, as well as ensure which program is the best match for this prospective donor's interests. At this stage, SRMs are assigned or determined. A prospective donor may be held in this stage for 3 months. Prospect Categories Once the Primary Relationship Manager has determined both inclination and capacity, the cultivation process will begin. Statistics show that it takes between 6-10 quality moves or actions to make a successful major gift solicitation. These actions will be spread out over a number of months. By including the number of months leading up to the planned solicitation, management is able to roughly project future incoming gifts, generating a pipeline. All FTE fundraisers are responsible for approximately 15 prospective donor visits per month. A visit is defined as a personal visit, or a strategic, substantial conversation with a prospect at an event or over the phone. Of course, this number is a guideline and the actual number of visits per month may vary according to individual responsibilities. This goal serves as a guideline for discussion between you and your supervisor. Cultivation Months (long term prospects): The prospect will be solicited in months; this stage is intended for prospects that do not yet have a relationship to the institution, or have just made a significant contribution. A prospective donor may be held in this stage for 6 months. Cultivation Months (medium term prospects): The prospect will be solicited in months. A prospective donor may be held in this stage for 6 months. Cultivation 6-12 Months (short term prospects): The prospect will be solicited in 6-12 months; final details about interests or capacity should be ironed out, and the prospect prepped for the upcoming solicitation. A prospective donor may be held in this stage for 6 months. Solicitation: The prospect is being solicited; formal or informal proposal submitted. A prospective donor may be held in this stage for 3 months. Last updated: April 13, 2011 pg. 3

4 Donor Category Stewardship: Once the prospect has made their gift, they should be appropriately thanked and their gift stewarded. A donor may remain in this stage for at most six months, to be moved back into Qualification. Non-donor Categories Not a Prospect: It may become apparent that the prospect has no interest in ever making a gift of any size to the institution. This usually is determined after the initial Qualification Visit, but may sometimes occur later in the cycle. If the prospect will never give to the institution, they should be assigned to this status. Once they have this status, they will be removed from the Relationship Manager s portfolio of prospects. The reason for using this category status must be included before it will be considered valid. The contact report for the meeting in which this determination was made can be sufficient. Not a Major Gift Prospect: It may also become apparent that the prospect does not have the capacity or means necessary to make a major gift; if this is determined, they should be assigned to this status. They should also be removed from the Relationship Manager s portfolio of prospects. It is possible that they may still be an Alumni Relations prospect. The reason for using this category status must be included before it will be considered valid. The contact report for the meeting in which this determination was made can be sufficient. Declined: The prospect has declined to make a gift; these prospects will be systematically reviewed to determine at what point they should either be moved to a new cultivation cycle or other non-donor category. In addition, these prospects will be reviewed for a change in Relationship Manager assignment. STRATEGIES Strategies are the over-arching goals which each fundraiser will have for their prospects. They may include a series of moves or a single large move. Each of those strategies would have a number of moves and actions affiliated with it, including visits, phone calls or correspondence. Many strategies will include multiple units (for example, the fundraiser for the spouse's school), so assignment teams will need to collaborate on strategies to determine the most appropriate individual(s) to make the contact and the most effective areas for discussion with the prospect. Each SRM may have his or her own strategy as it relates to the strategy set by the PRM. Last updated: April 13, 2011 pg. 4

5 NEXT STEP CATEGORIES In the process of cultivation, many significant interactions with the donor need to take place. These would be considered foreground actions; a background action is an interaction which demonstrates the relationship's importance to the university, but does not specifically move the relationship toward a financial commitment. An example might be sending a birthday card: if the card was sent with complimentary tickets to an event, it might be considered a foreground move since the relationship is being cultivated toward a specific area of interest. If the card was just sent without any significant correspondence, it would be considered a background action and not tracked. RMATS is intended to track foreground actions only. Visit - this is any face-to-face conversation whether on campus or off, or for a meal or other event. Telephone Call - this is for significant phone calls Correspondence - significant written interaction, either electronic or paper Proactive ID - used to track newly identified prospects (for research office use only) Research Request - used to track research requests (for research office use only) CONTACT REPORTS Contact Reports (sometimes called "Call Reports") are required for each Next Step which involves interacting directly with the donor. In it, the fundraiser will write a summary of the visit or telephone call, including any discussion which will inform the strategy or planned proposal. All Contact Reports should finish with what the next steps will be with the prospect, as it relates toward the strategy, which should then be entered as Next Steps. All FTE fundraisers are expected to have approximately 15 prospect visits per month. Of course, this number is a guideline and the actual number of visits per month may vary according to individual responsibilities. This goal serves as a guideline for discussion between you and your supervisor. RATINGS A rating is a dollar value assigned to a prospective donor by either an outside vendor; a fundraiser; or the Development Research office. These ratings are intended to either convey a total estimated giving capacity to all charities; or an estimated giving capacity to the fundraiser's program or unit. Development Research and outside vendors such as DonorScape will assign ratings based on total estimated giving capacity. A rating assigned by a fundraiser will be an estimated gift to that fundraiser's program, not necessarily a total estimate of a gift to the University, or even a total gift capacity to all charities. DonorScape - Campaign Development Research Fundraiser WealthEngine Last updated: April 13, 2011 pg. 5

6 ASSIGNMENT PROCEDURES Primary Relationship Manager Assignments To request Primary Manager assignment of previously unassigned prospects: Before requesting assignment, it is the fundraiser s responsibility to perform due diligence by checking the prospective donor s giving history and school or program affiliation, and speak with any concerned fundraisers in those areas as a courtesy before assignment is requested. Contact with the prospective donor can be initiated ONLY after the prospect(s) are assigned to you. Assignments of previously unassigned prospects do not need to be approved by your supervisor before assignment can take place. However, total portfolio size will be considered when creating new Primary assignments. Submit the request via to RMATS@usc.edu with a copy to your direct supervisor, and if applicable, any concerned fundraisers who may have an interest in the prospect or Lead Annual Giving Managers (LAGMs) that may already be assigned to the prospect. Please include the prospect name and ID in the subject line as follows: New PRM assignment: John Doe #12345 In the body of the , please include why you would like the prospective donor assigned to you. Prospects will be assigned by Relationship Management staff promptly and you will be notified when the assignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. To request yourself as the Primary Manager assignment of a prospect assigned to another PRM: If you believe there is a valid reason someone should be re-assigned, you must speak with the current Primary Relationship Manager and get his/her approval as well as your supervisor s approval prior to any contact with the prospective donor. Once the current PRM has agreed to the reassignment, submit the request via to RMATS@usc.edu with a copy to your direct supervisor and the Primary currently assigned. Please include the prospect name and ID in your subject line as follows: PRM Reassignment: John Doe #12345 In the body of the , please include why you would like the prospective donor assigned to you. Prospects will be assigned by Relationship Management staff promptly and you will be notified when the reassignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. Last updated: April 13, 2011 pg. 6

7 To remove yourself as the Primary Relationship Manager of a prospective donor: Submit the request via to RMATS@usc.edu and copy your direct supervisor. Please include the prospect name and ID in the subject line as follows: Prospect removal: John Doe #12345 Include the prospect name and ID, and note that the prospect is currently assigned to you and you wish to remove them from your portfolio. Please include why you would like the prospect(s) removed. Indicate in your rationale if the prospect has any major gift potential and could be re-assigned to another PRM. Your supervisor must approve the removal and state if they should be reassigned to someone else or unassigned. The prospect will be removed by Relationship Management staff promptly and you will be notified when the assignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. Last updated: April 13, 2011 pg. 7

8 Secondary Relationship Management assignments To request yourself as the Secondary Relationship Manager of a prospective donor: No one should contact a prospective donor for whom they do not have a PRM or SRM assignment. If you believe there is a valid reason a prospective donor should be assigned to you as a Secondary Relationship Manager, you must speak with the current Primary Relationship Manager and get his or her approval as well as your supervisor s approval to request a Secondary assignment prior to any contact with a prospective donor. Once the current Primary has agreed to the assignment, submit the request via to RMATS@usc.edu with a copy to your direct supervisor and the Primary who is currently assigned. Please include the prospect name and ID in the subject line as follows: SRM Assignment: John Doe #12345 Include rationale for the assignment, and the fact that the Primary has agreed to the addition. The prospect will be assigned by Relationship Management staff promptly and you will be notified when the assignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. To request the Secondary Relationship Manager reassignment of a prospective donor: No one should contact a prospective donor for whom they do not have a PRM or SRM assignment. If you believe a prospective donor should be reassigned to another fundraiser in your unit, you must speak with the current Primary Relationship Manager and get his or her approval as well as your supervisor s approval to reassign a Secondary assignment prior to any contact with a prospective donor. Once the current Primary has agreed to the reassignment, submit the request via to RMATS@usc.edu with a copy to your direct supervisor, the Primary who is currently assigned and the new Secondary. Please include the prospect name and ID in the subject line as follows: SRM reassignment: John Doe #12345 The prospect will be reassigned by Relationship Management staff promptly and you will be notified when the reassignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. Last updated: April 13, 2011 pg. 8

9 To remove the Secondary assignment of a prospective donor: A SRM needs to request permission from PRM to remove a prospective donor from their portfolio. Once the current Primary Relationship Manager has agreed to the removal of the assignment, submit the request via to RMATS@usc.edu, with a copy to your direct supervisor and the PRM. Please include the prospect name and ID in the subject line as follows: SRM removal: John Doe #12345 Please include the prospect name and ID, and note that the prospect is currently assigned to you and you wish to remove them from your portfolio. The prospect will be removed by Relationship Management staff promptly and you will be notified when the assignment has been completed. If you have more than five prospects for which action is needed, please put them in spreadsheet format and attach to an with all the information mentioned previously. STAGE OF READINESS PROCEDURE In order to request a change in the prospective donor s stage of readiness, submit the request via to RMATS@usc.edu. Include the subject line as follows: STAGE CHANGE: John Doe #12345 Please include prospect name and ID, and note the prospect s current Stage of Readiness and the Stage of Readiness the prospect needs to be changed to. The Stage of Readiness will be changed by Relationship Management staff promptly and you will be notified when the change has been completed. If you have more than five prospects for which this change is needed, please put them in spreadsheet format and attach to the with all the information mentioned previously. Last updated: April 13, 2011 pg. 9

10 Stage of Readiness Categories SUSPECT PROSPECT DONOR NON- DONOR Identification Mo to Proposal Stewardship Not a Prospect Qualification Mo to Proposal Not a MG Prospect 6-12 Mo to Proposal Declined Solicitation Last updated: April 14, 2011 pg. 10 v 2.0

11 Relationship Management Flow Chart Identification Identified by DonorScape, or forwarded by Research Office Qualification Did visit qualify the Suspect as Prospect? If Yes, move to Qualified until area of interest is determined. If No, indicate on contact report; move to Not a Major Gift Prospect or Not a Prospect. Determination Visit(s) Move prospect to appropriate cultivation stage (18-24 months; months, etc.) Cultivation Repeat as needed, using research and donor contact to develop solicitation strategy Verify address & contact info; check Portal for existing research; request assignment as Primary Relationship Manager Contact report into Portal; create Next Step for follow up; write Strategy Request Research Step (before or after meeting scheduled) Contact reports into Portal move prospect to appropriate cultivation timeframe Engage Secondary Managers Enter proposal information (PHASE 2 of implementation) Solicitation Contact report into Portal Did visit result in a gift? If Yes, move to Stewardship If No, indicate why on Contact Report and move to Declined. Stewardship Visit(s) Last updated: April 14, 2011 pg. 11 v 2.0