Getting Started with Building a 24-Month Relationship Management Experience United Southeast Regional Conference Wednesday, May 30, 2012 Charleston,
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1 Getting Started with Building a 24-Month Relationship Management Experience United Southeast Regional Conference Wednesday, May 30, 2012 Charleston, SC
2 Purpose: Develop long-term Relationship Plan for key segments Process: Define experience & outcomes Identify the right components of plan Develop 24 month plan Discuss the 5 pillars and other resources available Payoff: You gain some experience that you can apply to creating and implementing long-term relationship plan with a key segment(s) in your community 2
3 We are managing relationships with less than 6% of our base! Amount of United Way staff, time, effort, thought & energy devoted to MANAGING the RELATIONSHIP with these individuals 51,600,000 9,690, ,000 25, # solicited # donors # leadership donors # major donors # mega donors We re not engaging the individuals that provide 63% of the $ s raised! 3
4 24 Month Plan Operationalize Relationship Management Practice being intentional & longer term One to one and One to Many Retain, engage and encourage referral and recruitment Touch-points & interactions Cross-sell and upsell Find the emotional trigger 4
5 What s Relationship Management? Donors Volunteers Advocates Companies Agencies Community Members CI Partners Staff ENABLED BY FIVE PILLARS 5
6 Discussion: United Way and Retention Why are we losing donors, advocates & volunteers? Clarity Group 2010, LLC 6
7 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? NOT FOR PROFIT What retains you? What makes you continue to: Support someone s cause? Participate in a particular event or activity? Clarity Group 2010, LLC 7
8 How do companies or nonprofits keep you coming back? (Learning Circle) Personal connection Direct involvement See the impact Understand your mission, service Consistent communication Make it easy to advocate, join, give, help Meet my needs Respect my timing 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 8
9 Connecting with our Constituents: Can We Answer Yes to These Questions? 1. Are we talking with them (not at them)? 2. Are we inviting them to share their opinions with us? If so, are we listening? 3. Have we removed the barriers so it s easy for them to give? Volunteer? Advocate? 4. Are we visible in all the right places so they can connect with us when and how they want? 5. Are we speaking to them in their terms? Via their preferred media? In a clear and consistent manner? 6. Are we giving them meaningful reasons tangible and intangible to support us? 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 9
10 Your Key Segments 1. Donors 2. Agencies/NGOs 3. Lapsed Donors 4. Tocqueville members 5. Company CEOs 6. Volunteers 7. Media 8. Affinity Group Members
11 What s Relationship Management? Constituent ENABLED BY FIVE PILLARS 11
12 What s Relationship Management? Constituent ENABLED BY FIVE PILLARS 12
13 What s Relationship Management? Constituent ENABLED BY FIVE PILLARS 13
14 What s Relationship Management? Constituent ENABLED BY FIVE PILLARS 14
15 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
16 Examples: Components of a Retention/Engagement Plan Thank you letter Newsletter Ask for gift Affinity Group Community meeting on graduation rate Website Twitter Facebook Volunteer opportunity Annual Event Recognition Award Live United Party Survey
17 EXAMPLE: Start of a 24 month Relationship Plan - Active, Ongoing United Way Volunteer Retention Contact Strategy Day 1 Day 90 Day 120 per campaign schedule MEASURE AND REFINE 17
18 How to Get Started United Ways of Ontario Conference Wednesday, May 16, 2012 Mississauga, ON
19 Get Started Today! Relationship Management Online Self- Assessment: Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 19
20 Free UWW Resources Retention & Loyalty Toolkit Recruitment Toolkit Monthly webinar series and archived webinars at: View the Churn Busters Webinar at: 20
21 Breakdown of Relationship Management United Ways United States By Metro Size: Metro 1C 23 UWs Metro 1B 10 UWs Metro 1A 12 UWs Metro 2 20 UWs Metro 3 20 UWs Metro 4 8 UWs Metro 5 1 UW Metro 6 5 UWs Metro 7 1 UW Canada 3 UWs 22 of the top 31 markets By Campaign Management System: ANDAR 55% Enterprise 17% Rainbow 21% Other (Donation Tracker/Raiser s Edge) 7% = Learning Circle Members = Template Certification Participants = Intensive Participants Property of Clarity Group and UWW
22 22
23 The Community Leaders Conference Virtual Conference and Digital Portfolio Watch keynote presentations with your team Access video of more than 40 sessions Download powerpoints and executive summaries of 100 learning sessions The Virtual Conference is being offered at a reduced rate of $195 for in-person attendees and is only $350 for non-attendees.
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