Creating Strategic Plans and Goals for Every Major Donor

Transcription

1 Creating Strategic Plans and Gals fr Every Majr Dnr An article frm Veritus Grup t help yu succeed at majr gift fundraising. by Richard Perry and Jeff Schreifels What yu will learn 1. The value f individualized majr dnr plans and gals 2. Hw t create and use a Marketing Impact Chart t guide yur wrk 3. Why yu need detailed planning alng with regular mves management recrds Find mre White Papers like this at Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 1

2 T he lk n her face said it all. Yu want me t create a strategy fr every single ne f the dnrs n my caselad? Are yu kidding me? This is usually the reactin ur team at Veritus Grup gets when we tell MGOs that this will be ne f the first things they need t d if they want t becme successful with us. After the initial shck wears ff and denial turns t acceptance, we get t wrk. We dn t skirt the enrmity f the task. It is HARD wrk. We realize that. If it were easy, everyne wuld be ding it. But they are nt. And this is ne f the reasns that MGOs, and ultimately nn-prfits, struggle with their majr gift prgrams they dn t have a plan. In this paper, we re ging t share with yu a step-by-step prcess n hw t put tgether a strategic plan fr each dnr. This is the same prcess we use with ur clients t help them vercme what they think is insurmuntable. Once MGOs start wrking n this prcess, they realize that nt nly is it pssible, but it s necessary fr them t stay n task and becme successful. The Marketing Impact Chart S hw d yu create such a plan? We at Veritus Grup like t first see if yur dnr database r mves management system has the ability t enter gals and strategy. This wuld be the best place. Hwever, many nn-prfits either dn t have a gd system fr this, r they have nthing at all. Veritus Grup s main tl fr develping and tracking yur prgress with individual dnrs is the Marketing Impact Chart (MIC) a detailed annual plan that each Majr Gift Officer creates and fllws with his r her caselad. The MIC is the tl t help an MGO maximize the relatinship with each f the dnrs n his r her caselad. It helps the MGO becme as intentinal as pssible it is a fiscal and cmmunicatin guide fr the year. Often when we intrduce the prcess f an MIC, MGOs will respnd that they are already fllwing a plan. An ask leads t a thank yu, which leads t an event, which leads t a face-tface meeting, etc. Hwever, in ur experience, we find that it s hard t really get t all f the cmmunicatin intended if it s nt scheduled ut ahead f time. Instead, intended cmmunicatin ends up falling thrugh the cracks. The ask and the thank-yu take place, and then the dnr is frgtten as the MGO pursues ther asks and thank-yus. Withut a plan that is created in advance, mst MGOs end up reacting in their relatinships with dnrs (a gift, an invitatin that needs t g ut) rather than pursuing them and building a true relatinship. Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 2

3 The bttm line is that it s hard t build slid relatinships with peple withut a plan. And in the end, the relatinship becmes driven by mney (the need t ask) rather than by investing in the dnr as a persn. The best MICs include all f the fllwing elements: Persnalized, ne-t-ne cmmunicatin Specific cmmunicatin plans that take the dnr s preferences int accunt A healthy cycle f dnr cmmunicatin that reprts back n hw the dnr s gift made a difference, and a cncurrent cycle f cmmunicatin that sets up an ask in an area the dnr is interested in. Rm fr change as a means f hnring the relatinship Financial gals that are brken dwn (cash-flwed) n mnthly basis Let s g thrugh each f these imprtant elements: Persnalized, One-t-One Cmmunicatin As yu knw, majr gift prgrams are based n a ne-t-ne apprach. This is different frm the ne-t-many direct mail apprach where ne bulk message is cmmunicated t a large grup f peple. In majr gifts prgrams there shuld be an individual plan FOR EVERY DONOR that is persnally created and managed by the MGO. This is an imprtant distinctin because sme rganizatins think they are pursuing majr gifts by sending specific appeals t their biggest givers. But in reality, these are still direct mail prgrams because they invlve sending ne brad message t many peple. True majr gift strategies always invlve persnal, individualized cmmunicatin. This is ne f the reasns that majr gift wrk is s labr intensive it takes a lt mre time t pursue individual strategies with a caselad than just implementing a high-end direct mail prgram. On any given mnth, an MGO may be speaking with sme peple n the phne, asking thers via face-t-face meetings, attending an event with thers, and sending thank-yu ntes r ther mailings that demnstrate the impact f a certain dnr s gift. The caselad is being thanked, asked, called, and met with thrughut the mnth and each strategy with every dnr is different. It s persnal. It s authentic. And it makes a huge difference. Matching the Dnr s Cmmunicatin Preference Fcusing n the relatinship means that the dnr nt the majr gifts staff shuld drive the cmmunicatin. By this we mean that it is the rganizatin s respnsibility t allw dnrs t determine their level f invlvement and t articulate what prgrams, peple grups r initiatives they are passinate abut. In additin, the dnr will have clear preferences abut hw s/he wants t cmmunicate with yu. Sme peple like face-t-face meetings. Others d nt. Sme peple prefer cmmunicatin r phne calls, and thers want t receive infrmatin in the mail. Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 3

4 Tw Parts f the Dnr Cmmunicatin Cycle There are tw cmmunicatin cycles that run cncurrently in all majr gift dnr management and cmmunicatin. Bth cycles are based n the dnr s interests and passins. But frm that pint they break dwn int tw distinct strategies. The first is reprting back t the dnr n hw her gift is making a difference that is the inner cycle in the graph belw the blue items. The secnd cycle is the ne where yu set up the next ask. We will address the elements f these tw cycles after the graph. Outer circle: Set Up the Ask Inner circle: Reprting Back Reprting Back after the Gift: the First Cycle f Dnr Cmmunicatin Yu Made a Difference (YMAD) This step is the macr versin f the Fllw Up. Hw did the dnr s giving help? Hw are yu grwing, and what exciting things are happening? One f the majr reasns fr dnr attritin is that the dnr is nt made aware f the impact f her giving. The result is that she gives elsewhere in rder t find Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 4

5 that satisfactin. Cmmunicate this t the dnrs and link yur gd wrk and prgress t their giving. Yu can t d this enugh. TuchPints In between YMAD cmmunicatins, yu ll want t stay in tuch with dnrs thrugh a mix f different strategies t let yur dnr knw they are making a difference and that they are imprtant t the rganizatin. They will ideally relate t the dnr s passins and interests, leading t future asks. These TuchPints, a minimum f ne per mnth (smetimes mre), include tactics such as: A reprt frm the frnt line which matches the dnr s interests and assures the dnr that their gift has made a difference. An internal mem that addresses sme prblem r situatin in the ministry that the dnr wuld be interested in. This gives the dnr an insider s view. A Facebk message/cmment r blg An apprpriate gift. An annual reprt with a nte indicating which article might interest them. Invitatins t a special event r briefing. A newspaper r news magazine clipping that either describes a prblem that yu are dealing with and/r talks abut the rganizatin. A cpy f an actual letter frm a persn helped by yur rganizatin. Persnal visits. Telephne calls r pst cards. A reprt frm the Chrnicle f Philanthrpy that says giving is dwn, etc. A vide r audi clip that either shws a prblem r shws a slutin. A birthday r anniversary card. A bk that deals with cmpassin r caring. A nte frm varius leaders in the rganizatin. A picture f a persn that has been helped in their area f interest alng with a pst-it nte that says smething t the effect f: Here s a picture f [name] a persn yur giving has helped in [X area] alng with a brief prject reprt. An that gives a success stry r sets up a prblem. Setting up the Ask: the Secnd Cycle f Dnr Cmmunicatin Stating the prblem Clearly articulating the needs, cncerns, and the areas that need funding. We call this the Prblem. It culd be the needs yu have in keeping yur great wrk ging. Or it culd be a prject that is underfunded. Regardless, each dnr needs t hear abut the needs yu have (specific t what yu knw s/he is passinate abut) and hw s/he can help with the slutin. Ask Every dnr shuld be asked at a frequency that fits his/her specific prfile and cadence. The ask shuld be based n what they give t and what their giving preferences are. The ask shuld be specific and shuld take their prir giving int accunt. Every ask will be different, based n the MGO s relatinship with that dnr. But an ask is nt just sending a prpsal with a stamped return envelpe. The majr Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 5

6 dnr ask invlves really cmmunicating the needs and asking the dnr t partner with yu in helping with the prblem. Many MGOs have difficulty with this and actually have an incrrect philsphy when it cmes t asking. We can ask apprpriately and unaplgetically because we knw there is a need. Nt asking fr mney r presenting financial needs is actually pr stewardship. Hw can smene think abut what t give if he r she desn t knw what yur financial needs are? Thanks A thank-yu fllws any gift and smetimes just happens spntaneusly. It can take any number f frms. It can als be a way t try and cntact the dnr s yu can thank the dnr in persn and truly express yur gratitude fr partnering with yu in yur wrk. Fllw Up In ur experience, mst nn-prfits are excellent abut getting the mney and investing it, but they have mre difficulty in reprting what the mney des. Just as mst peple wuld never place their mney in an investment fund that des nt reprt back earnings, many dnrs stp supprting rganizatins because n ne ever tld them what their mney did! In majr gifts fundraising, it is imperative t reprt back t the dnr thrughut the year as ften as pssible. A dnr shuld regularly hear, in very specific terms, that her giving actually made a difference. This ges beynd the standard thank-yu, and few nn-prfits include this step in their cmmunicatin plans. Leave Rm fr Change One f the mst cmmn arguments we hear against cmpleting an MIC is that the plans fr dnrs are always changing. This is true and that s as it shuld be. N relatinship fllws a step-by-step equatin. The MIC is the place that allws yu t plan a calendar f cmmunicatin with each dnr s that nthing falls thrugh the cracks. With rganizatinal events, vlunteer pprtunities, hlidays, asks, face-t-face meetings, alng with the desire NOT t cmmunicate with yur majr dnrs EVERY mnth, yu need t plan. That being said, yur plans will change. As yu cnnect with dnrs, yu ll learn things that will alter yur plans and yu must adjust yur cmmunicatin strategy accrdingly. The MIC is a fluid dcument. It needs t be if it is ging t hnr the dnr. But it s still better t adjust a plan and leave rm fr change than t have n plan at all. The Imprtance f Revenue Gals We have written a lt abut the cmmunicatin part f the MIC. But the ther primary functin the MIC serves is its ability t help yu set and track gifts mnth-t-mnth. As we stated earlier, the MIC is yur cmmunicatin and FISCAL guide. It is imprtant that an annual gal is set fr each dnr s yu knw hw much revenue t anticipate frm each dnr. This gal shuld be based n prir giving and capacity but it needs t be realistic. The gals set fr dnrs will als be used as yu frecast revenue, s this Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 6

7 is nt the place t lean n hpes. Yu need t set gals based n what yu KNOW abut each dnr, as demnstrated by their past gifts. In additin, the gal shuld be brken ut mnthly, based n each dnr s giving histry. S if yu have a dnr wh always gives in December and June, the gals shuld be allcated fr thse mnths. This is imprtant because it allws the MGO t knw immediately when a dnr has strayed frm his r her giving pattern. T ften we see MGOs tracking giving mnth t mnth withut any knwledge f dnrs wh are ff-pattern. S while $35,000 in revenue may be anticipated in April, yu culd actually have a dnr wh made a $5,000 gift that was unexpected and it might cver up tw dnrs $2,500 gifts that were nt given. This detail is missed until the mid-year review, when yu realize giving is dwn. Setting mnthly gals and tracking accrdingly helps yu stay n tp f giving prjectins and manage dnrs mre precisely. S, a Marketing Impact Chart fr yur caselad WILL take yu a lt f time t build at first. But nce yu ve been thrugh the prcess, it becmes secnd nature. The value f tracking giving mnth-t-mnth and being mre strategic and intentinal with yur dnrs is immeasurable. Time and again we ve seen lyalty increase, giving grw, and MGOs gain cnfidence by using an MIC. When yu really invest in yur dnrs and build better relatinships with them, yu lk frward t cnnecting with them. Yu feel gd abut yur wrk. And the dnrs reciprcate. Yu can create true, authentic relatinships with yur caselad. We ve yet t find any MGO wh has used the MIC fr a year and then trashed it. It s changed every client s bttm line fr the better, because it helps the MGO d her jb mre efficiently and prductively. S what des an MIC lk like? Here s a simplified sample: Ntice that the dnr name, ID, area f interest, cmmunicatin preference and gal all sit n the left side f the dcument fllwed by the mves fr every mnth. On a mre cmplex versin f this dcument the annual gal is als cash flwed. (Dn t wrry, we ll send yu an Excel template fr this dcument n request, free f charge. But that s later ) Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 7

8 Hw D I Fill This Out? Befre utlining the steps t cmplete yur Marketing Impact Chart, we are ging t make three very big assumptins: 1) that yu have qualified the dnrs n yur caselad, 2) that yu have a revenue gal and have cash flwed thse gals by the mnth yu think that revenue is cming in, and 3) that yu have yur dnrs tiered A, B and C levels. Nw, a nte abut tiering: the higher yu tier the dnr, the mre persnal the strategy. Just keep that in mind as yu wrk n strategies fr each dnr. Here is the prcess yu shuld fllw t fill it ut, in rder: 1. Write in all the mass cmmunicatin pieces thrughut the year. Take a lk at yur mail schedule: appeals, newsletters, annual reprts, etc. Plug thse int the mnths they are scheduled t drp. Fr A level dnrs yu are ging t want t create persnal ntes with sme f these, s be aware f that when yu figure ut yur weekly schedule. Yu can easily cpy and paste this int yur spreadsheet fr every ne f yur dnrs. 2. Review the mnth each dnr s revenue is expected t cme in then wrk three mnths backwards. Fr example, if yu knw that yu are prjecting revenue fr Mrs. Smith in Nvember, yu need t put the high-level strategy starting three mnths prir t set up that slicitatin. S in August, yu are starting t set up the meeting fr Nvember, then in September, sending a reprt n what her last gift did, and finally in Octber yu send a frmal prpsal r prspectus t set up yur face t face ask in Nvember. Make sense? Fr larger and mre cmplex gifts yu will need t allw mre time t develp the ask nte the set up the ask cycle in the earlier illustratin. 3. At least quarterly, send yu made a difference (YMAD) pieces t everyne n yur caselad plug thse in fr every dnr. Yur A and B level dnrs culd be mnthly tuches that are highly persnalized by yu. 4. Twice a year yu want t reprt n specific prgrams yur dnrs are funding with a reprt frm the field. Thse will be sent at different times depending n when dnrs gave their gifts. Ppulate yur plan accrdingly. 5. Twice a year thank yu calls. These are calls yu make in additin t thanking any dnr n yur caselad file wh gave a gift. Randmly thanking dnrs during the curse f the year will endear them t yur rganizatin. Yu may cnsider up t fur f these fr A and B level dnrs. 6. Twice a year I knw yu cmmunicatins. These are ntes r links r even cutut magazine r newspaper articles yur dnrs have an interest in. Especially fr yur A level dnrs, this is smething t let them knw YOU knw them and are taking the time t recgnize that. 7. Cultivatin face-t-face visits. Nt every face-t-face visit shuld invlve a slicitatin. Sme visits are meant t reprt back t dnrs hw they made a difference and/r find Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 8

9 ut their passins and interests s yu can get t knw these gd peple and develp a relatinship with them. 8. Event invites and dnr-view trips t see yur prgrams in actin. Yu shuld cnsider at least nce per year inviting yur caselad dnr t see yur prgrams in actin. It culd mean inviting them t yur lcatin just minutes frm them r taking them t Uganda t see a water prject they helped fund. This is a great cultivatin and reprting back tl. These are the main verall strategies that yu need t develp ver a 12-mnth perid fr yur caselad. Once yu have these laded int yur system r spreadsheet, yu ll have mves assciated with each strategy. Enter thse tactics r mves int either yur mves management system OR simply int yur calendar. This will autmatically give yu yur t-d s fr each day yu cme int the ffice. Fr example, a few mves that cme frm a strategy wuld lk smething like this: Let s say in February yu are ging t send a prject reprt t ne f yur dnrs. S break that dwn int its cnstituent tasks: ne mve wuld be t alert the prgram team in December t start putting tgether that reprt; anther mve wuld be t let yur cmmunicatins team knw that they have t create the piece frm the infrmatin that prgram gives them, etc., etc. Or, if yu are a ne-persn shp, these wuld all be reminders t yurself that yu need t get this cmpleted in rder fr yu t get it ut in February. All these mves shuld be entered int either yur mves-management system (like Salesfrce, fr instance) r yur wn calendar. A Wrd abut Recrding Yur Mves If there is ne thing that almst all majr gift fficers and develpment prfessinals can agree n, it s hw much they hate ging int their databases t recrd the mves they have made with their dnrs. Unfrtunately, many deal with this hate by NOT recrding their mves. Instead, they keep a file f calls, visits, ntes and infrmatin in their heads. This is a prblem. Hw ften have we had the experience f sitting acrss the table frm an MGO and telling him, Lk, we understand this is difficult, but it s abslutely key that yu get this infrmatin in the database. He nds, head dwn saying, I knw, I knw it s just that Then cme the excuses. We have heard them all. Perhaps yu recgnize them: I have s many dnr visits, I can t d all this paperwrk. I dn t have time fr this stuff there is t much pressure n me t bring in the mney. Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 9

10 I m nt gd at details. Can t smene else d it? This takes way t much f my time, hw am I suppsed t d my jb if I always have t deal with entering things int the database? Yep, yu are prbably familiar with these. But, here s the deal it has t be dne. Hwever painful it is fr yu, it s essential and critical that ALL yur mves get recrded in yur dnr database. Here s why: 1. It allws yu t knw what yu ve dne with yur dnrs and where yu want t take them Yu will nt remember everything yu ve dne with a dnr. Recrding yur mves allws yu t quickly figure ut where yu are in cultivating yur relatinship. 2. Yur manager will be able t review the wrk yu have dne each week This is imprtant. Yu need t be managed, and this is ne way he r she can check in n what yu ve been ding. 3. Yu have a trail f wrk that prves yu are managing yur caselad What if yur revenue gals fr a certain mnth are nt met? One way t shw leadership yu are nt ging t the afternn matinee is a trail f all the wrk yu have dne. Remember, revenue gals are set t help yu plan a strategic directin. Smetimes yu dn t meet gals. But if yu ve dne all the wrk, that s all yu can d. This prves that. 4. It allws thse wh cme AFTER yu t knw hw dnrs have been cultivated and wh dnrs really are This is prbably the mst imprtant reasn fr recrding yur mves. It s smetimes easy t frget, THE DONORS are NOT YOURS! They belng t the rganizatin. Any time yu dn t recrd a mve, yu are being selfish and self-centered. Imagine yurself in a new MGO psitin where yu have t start wrking a caselad f dnrs. Yu lk in the database and there is hardly any infrmatin recrded. S yu start setting up meetings with dnrs, and it s clear t them yu have n idea hw imprtant they are t the rganizatin r what they are really interested in. Hw des that feel t the dnr? And hw unfair is that t yu, the new MGO? Believe us, we knw hw hard it is t d this part f the wrk. Nt every successful fund-raiser is detail-riented. We can tell yu all kinds f stries abut ur wn struggles. But we ve learned sme tricks t pass n t yu that shuld help: 1. As an act f yur will, either frce yurself t recrd a mve immediately after yu have dne it r take 30 minutes every day t cmplete this. Put it n yur calendar and stick t it. After a certain amunt f time it becmes secnd nature. 2. Find smene t keep yu accuntable. Ask yur manager t check in with yu every week t make sure they are up-t-date. Ask a clleague t remind yu. Smene in yur life needs t help yu d it. 3. Ask yur manager fr admin help. We firmly believe that nn-prfits shrt-change the effectiveness f the MGO by nt supplying him r her with gd administrative help. It Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 10

11 can be just what yu need t give yu mre time t d what yu d best. If recrding mves is what yu d best, then yu re prbably nt an effective MGO. If yu can keep up-t-date and make sure yur recrds are clean and have gd infrmatin, it will help yu and yur rganizatin cultivate, steward and slicit yur dnrs in the prper way. A well-maintained mves management database is the perfect cmplement t yur year-lng strategic planning in the MIC. Neither wrks as well withut the ther. Des the MIC Frce Yu int Mntny? G ahead, admit it. Smetimes yu g thrugh perids when yu just seem t be in a rut when cultivating yur majr dnrs. Yu end up ding the same thing day in and day ut and it feels like yu can t get ut f it. And with all these pints f cntact yu ve just put n the Marketing Impact Chart, yu may see a lng line f tasks stretching ut t infinity, threatening endless bredm. Well, yu re in luck. We re ging t help yu get ut f that rut and start trying sme new ways t cultivate yur dnrs. Just because yu ve gt similar-sunding tasks planned fr each dnr desn t mean yu have t d the same thing with each f them. We ve gt sme ideas fr yu t break the mntny: 1. Discver a hbby r an area f interest fr yur A list dnrs. Find an article that yu can actually cut ut f a paper r peridical and write a shrt nte with it, saying, Came acrss this and thught f yu. N, nt an link (althugh that is nt the wrst idea) a real letter, hand-addressed, with a stamp n it. This is extremely imprtant. It will ttally surprise yur dnr (an attribute f utstanding custmer service) and will endear him t yu and yur cause because yu tk the time. 2. Create a small dinner party and invite different dnrs in yur prtfli wh enjy meeting interesting peple. Cnnecting individuals wh either have similar interests (like yur charity) r wuld benefit frm knwing ne ther is a great way t create cmmunity with yur rganizatin s majr dnrs. Yu have t be very careful with the invite list. Keep it small and intimate, yet relaxed and casual. This is als a great pprtunity t put yur CEO in frnt f yur dnrs and get feedback. When yur dnrs hit it ff they will remember hw they came tgether YOU! 3. Intrduce yur dnrs t anther charity they wuld be interested in. Is this crazy talk? N, remember, the expectatin yur dnr will have is that yu will nly want t talk abut yur wn wnderful rganizatin. But if yu are truly trying t help yur dnrs supprt their passins and interests, then yu are lking beynd yur rganizatin as well. Yu knw yur dnrs supprt ther rganizatins, s be practive abut it. If yu have sme really gd infrmatin abut a cause they care abut, they will be blwn away that yu are sharing it with them. Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 11

12 4. Send a handwritten letter telling the dnrs hw they made a difference. Yes, take a pen, get sme gd statinery frm yur rganizatin and prceed t write a nice letter with a stry. If yu have a pht t send, even better. We cannt understate the impact f a persnal, handwritten letter. The dnr will feel extremely hnred and special. 5. Thank yu bmb yur dnr. Okay, that term is made up, but yu ve heard f peple wh pht bmb. This is when smene tries t surprise a phtgrapher by suddenly appearing in the backgrund f a pht and ding smething crazy. Well, use the same cncept t thank yur dnrs. Thank yu bmbing is really just surprising yur dnrs and thanking them fr n apparent reasn. Yu pick up the phne r send an that says, Mary, I was just thinking abut yu and wanted t thank yu fr supprting us. Yu have been s great t us ver the years. Thank yu. We ve had MGOs d this and the respnses and cnversatins they ve led t have been amazing. It s gld. Will the MIC Really Make a Difference? Yu still may be asking yurself, Is this wrth it? Our answer is a resunding YES!! In almst every case where MGOs initially cmplain t us abut having t g thrugh this prcess, they cme back and tell us this is the greatest tl fr them t stay n track and ultimately be successful. And actually, thse wh still cmplain abut it dn t last very lng as MGOs. This is a fact. The beauty f this prcess is that YOU can start it right nw. It s desn t matter where yu are in the year. Get ging n it. It will be the best tl yu have ever created fr yurself. Click here t request a cpy f the Excel template fr the Marketing Impact Chart, if we haven t already sent it t yu. And if yur whle department needs sme training r utside management t get yur started, just let us knw. * * * Veritus Grup is a full-service mid and majr gift cnsulting agency serving nn-prfits all ver the wrld. We help create, build and manage majr gift and mid-level giving prgrams by cmbining dnrcentered strategy with slid management that is fcused n accuntability. Yu can reach us n the Web at r by cntacting Jeff Schreifels at r jschreifels@veritusgrup.cm. Mre White Papers like these are available fr free at Creating Strategic Plans and Gals fr Every Majr Dnr Veritus Grup Page 12