(It s Easier Than Asking For Money)

Transcription

1 (It s Easier Than Asking For Money) Presented by: Judy Savage - President, Lions Gate Hospital Foundation Rose Terzariol - Vice President, KCI (Ketchum Canada Inc.)

2 2 Why Is Stewardship Important?

3 Giving Seems to Have Rebounded 3 Source: Statistics Canada

4 But There s Been a Decline in # of Donors 4

5 Not All Donors Think Alike 5 CASUAL GIVER [18%] I give to well known non-profits because it isn t very complicated. REPAYER [23%] I give to my alma mater. I support organizations that have had an impact on me or a loved one? HIGH IMPACT [16%] I support causes that seem overlooked. I give to non-profits I feel are doing the most good. FAITH BASED [16%] We give to our church. We only give to organizations that fit with our religious beliefs. SEE THE DIFFERENCE [13%] I think its important to support local charities. I give to small organizations I feel I can make a difference. PERSONAL TIES [14%] I give when I am familiar with the people who ran an organization. Source: Money For Good report, Hope Consulting

6 Major Donor Characteristics 6 Deliberate Discerning Demanding Thinking intentionally about what they want to achieve through their giving Projects are nice to have or need to have Bigger campaigns = bigger gifts = demand for more information Issues not organizations Tough questions: why we matter, how we make a difference, what will change? Donors looking for partnership & collaboration and meaningful engagement How are we linking our priorities with the major issues important to donors? Who in the donor community considers our projects need to have? Does collaboration and meaningful engagement mean the same thing to us as to our donors?

7 The Stewardship Continuum 7 Themes & Characteristics SERVICES (Activity-centred) Focus on thanking, showing appreciation, automated correspondence Staffed by administrative and event support Invitation to special events; events and benefits related to Giving Circles Annual Report, newsletters Low degree of customization; high degree of automation RECOGNITION (Elements of engagement incorporated focus on plans and reports) Focus on accountability and impact Emphasis on plans, agreements, and systems to ensure work gets done Reports designed to show outcomes, how the money was spent Recognition in print materials, naming, and event to celebrate philanthropy Higher degree of customization continued reliance on automation DONOR ENGAGEMENT (Donor-centred, personalized, one to one conversations) Focus on engagement; demonstrating impact Tours, special access to key leaders, researchers, physicians Sustained effort to create natural authentic relationships Annual lunch / dinner with key leaders Special correspondence Emphasis on personalized interactions cultivation for next gift Highest degree of customization, low reliance on automation

8 Current Model of Donor Relations: Activity Centred 8 Recognition Naming opportunity Donor Wall Donor Lists Plaques Stewardship Annual Report Impact Statements Personalized letters/reports Stewardship meetings

9 New Model of Donor Relations: Donor Centred 9 Public Recognition General Communications Donor Relations Private Recognition Mission Engagement Reporting & Accountability

10 Stewardship at Lions Gate Hospital Foundation 10

11 Public Recognition Chairman s Circle Gown donors whose cumulative giving $50k+ as Doctors of Philanthropy at a Donor Appreciation event. Become life-time members of the Chairman s Circle Hosted at an annual dinner (sponsored) Listing in magazine 95% continue giving after they join the Circle 11

12 Public Recognition - Legacy Society 12 Recognition of those who have left a future gift to the Foundation Hosted at an annual Chairman s Tea (with monthly donors) at Christmas sponsored at a local venue entertainment educational message about LGH poinsettias (deliveries to those unable to attend) Listing on a special donor wall Invitations to receptions throughout the year

13 Public Recognition (cont d) Named spaces Annual and commemorative donor recognition walls Event sponsor Thank You ads in local newspapers Website and social media recognition 13

14 Volunteer Recognition 14 Volunteer Appreciation events ie Directors Social with spouses; office and event volunteer Christmas party Honorary Directorships Recognize volunteers (Directors, Committee members) who have demonstrated exemplary service during their term Community Ambassadors

15 Private Recognition Thank you letters from physicians and Hospital staff to donors All letters hand-signed by President Thank you calls (for nearly all) gifts Annual Thank A Thon Patient blankets Poinsettia delivery 15

16 Let s Not Forget 16 Mission Engagement Reporting & Accountability Hospital tours Behind the Curtain loyal donor events Meetings with physicians, staff Women s Giving Circle Stewardship Reports (hand delivered) Yearly/anniversary Reports - updates on impact of previous gifts General Communications Media articles on program area Birthdays, anniversaries Follow-up to those unable to attend opening receptions

17 And Let s Really Not Forget the Internal Team North Shore Health Awards for Outstanding Achievement Spirit of Philanthropy Award Applause Awards Healthcare Hero Awards 17

18 18 Some Cool Ideas

19 A Novel Idea to Creating a Donor-Centred Culture 19 Donor Summits inform. Donor Engagement & Experience strategies that. Donor Councils bring to life and monitor.

20 Other Cool Ideas Telephone Town Halls (Canadian Cancer Society) Name A Gene (Dana-Farber Cancer Institute, Boston) Fun Awards for Volunteers Name in Lights Special Donor of the Day Free Parking Donor Summits inform. Donor Councils bring to life and monitor. 20

21 Tap Into Social Media Victoria Hospitals Foundation, Victoria BC 21 BC Children s Hospital Foundation, Vancouver BC Donor Summits inform. St. Joseph Hospital Foundation, Estevan SK Donor Councils bring to life and monitor. HealthEast

22 Some Additional Insights to Take Away 22

23 Key Trends Staffing Cumulative Giving E-Strategy 23 Donor Relations and Stewardship is a profession on the rise. Institutions are doubling, tripling, and in some cases, quadrupling staff (used to be 1 professional plus a secretary) now teams of 5 or more. Organizations using Search Consultants to hire Directors of the program. The new donor relations leaders must have a wide array of skills and an understanding of fundraising or better yet, direct solicitation experience. Director s time is devoted almost exclusively to organization s high end donors (approximately 75%). Most departments have a writer assigned to develop donor reports and letters. Typically, staff is occupied with recognition, reporting, signage, donor events (high-end), media and gift acknowledgment. Donor listing reflect cumulative giving to build stronger ties and lasting relationships with donors, as well as current and former senior volunteers. Charities are establishing Loyalty or Giving societies regardless of level of giving, i.e. for both annual and cumulative giving. Online giving is increasing the fundraiser s ability to reach broad audiences and analyze donor behaviour. Organizations are beginning to use s to thank donors who choose to make gifts via their online portals, rather than traditional mail. Donor recognition via Thank You videos is an emerging mode of communication. E-newsletters, e-invites to special events increasingly used to manage costs and notify segments of donors about areas of interest. Many organizations are now using Facebook, Twitter and YouTube to provide health tips, photos, videos and provide opportunities for dialogue and sharing of stories.

24 Best Practices in Stewardship Gift Acknowledgment & Receipting Gift Acceptance & Management Recognition Reporting 24 Prompt acknowledgment and receipting (within 5 business days). Signatory of letter has a relationship with the donor. Letter from CEO to organization s most generous donors should be highly personalized. Acknowledgment calls from leaders and volunteers for all gifts of $1,000 or more. Offer to deliver receipt for new donors. Welcome package for new donors. Coding of gifts so that all fundraisers aware of status of donor. Written and signed Gift agreements, Endowment Terms of Reference, Naming and Recognition policies. Gift agreement guidelines to manage donor expectations. Agreements for named spaces, projects or programs. Clauses in agreements to reflect investment policies (endowments) and to address repurposed or demolished buildings. Form to define degree of donor anonymity (may not want public recognition, but wants to receive stewardship reports). An alternate use clause in Gift agreements in the event that the program or project is discontinued so that funds are reallocated with donor input (or donor family input if donor passes away). Greatest recognition is to utilize the person with best relationship with the donor. Donor Walls or Installations recognize cumulative, annual and legacy giving. Names listed according to giving levels. Donor walls for specific capital or other special campaigns, plaques on rooms and named spaces. Donor recognition event held to honour donor or group of donors. Listing in Annual Report by level of giving. Donor stories in Annual Report, newsletters, bulletins, media releases, and on website. Lead donors invited for tours. Matrix of recognition by level of giving and assigned responsibilities for actions. Special recognition for loyal donors (consecutive years of giving). Personalized Annual Stewardship Reports for all donors of $50,000 and above detailing ongoing impact of gift, testimonials and thank you letters from beneficiary of funding. Endowment / Stewardship Reports written by beneficiary of funding (e.g. Department or Program lead) that includes impact, how funds were spent, details of students helped, graduation information, etc. and a snapshot of next steps. Covering letter signed by CEO for all donors of $100K and above and/or Relationship Manager for gifts of $50,000 to $99,000. Lunch or dinner with CEO and key leaders/researcher /Board Chair annually for donors of $500,000+. Visit from Researcher/ physician or clinician. Tours of clinic or operations.

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