World Class Donor Relations: Creating a Shared Culture of Stewardship

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1 World Class Donor Relations: Creating a Shared Culture of Stewardship Laura Goodwin Vice President, The Osborne Group laura@theosbornegroup.com The Benefits of a Culture of Stewardship 1. Increased giving from all sources of donors 2. Increased donor satisfactionand donor retention 3. More trust and cooperation among internal work groups resulting in greater ease in accomplishing work, increased efficiency, and higher job satisfaction and retention 2

2 Poll #1 First Assessment If those are the outcomes of a culture of stewardship, how would you rank your own culture of stewardship now? We re most of the way there, strong. On the way, more to do. Just getting started, need work. That s why we re here. 3 Agenda Overview 1) Post questions at anytime pause periodically to answer 2) Download the additional toolsto share with others on your team Defining our terms Imagine achieving a culture of philanthropy Real World Culture in Action Six steps to build a culture of philanthropy 4

3 Agreeing On Definitions Institutional Culture Stewardship Donor-centric Collaborative 5 Defining Stewardship 1. Demonstratingtransparency, accountability, fiscal prudence, smart investments, and the use of gift dollars as intended 2. Documentingparticulars but also intent and motivations 3. Thanking within 24 to 72 hours, welcome package, phone calls, personal notes and in ways that promise donors and volunteers impact and accountability 4. Recognizing fairly, consistently, in ways that please the donor and meet promises and agreements 6

4 Defining Stewardship 5. Connectingdonors to the impactof their philanthropic investments and volunteers to the impact of their time and talent in pleasing and creative ways using a wide array of tools and experiences 6. Deliveringhigh levels of customer service; wowing donors 7 Collaboration 8

5 Collaboration The intersection of common goals Sharing knowledge, learning, and building consensus Requires leadership 9 NOW, how well are you doing in your culture of stewardship? Practically perfect Almost there Have many elements Some, but not enough Spotty at best Poll #2 10

6 QUICK SELF- ASSESSMENT Everyone understands, embraces, believes in, and acts on their roles and responsibilities for philanthropy in a collaborativeand donor-centric manner WHO is everyone? WHATbehaviors would you see? What would your donors experience? 11 Questions 12

7 Focus on Five President/Head and senior leadership Faculty and all staff Current students and their families (parents and grandparents) Alumni and alumni parents and grandparents Trustees and volunteer leaders 13 Chief Program Officer Storytellers Board Members Chief Financial Officer You. 14

8 A Word About the Board Passionate Ambassadors = Storytellers Governance Role = Dashboard Fiduciary Role = 100% in Fund Development 15 Board Giving and Performance* *Daring to Lead 2011 CEO survey 56% don t receive 100% board giving 42%have a board member solicit their peers 38% say they are confident their efforts can influence board performance 20% are satisfied with their boards 16

9 How strong is your board culture of philanthropy and stewardship? Practically perfect Almost there Poll #3 Generous, many raise money, top 3 for most Give, some raise, top 3 for some Not 100% give, many don t raise 17 Bring It Home What is your role here? 18

10 Secret Weapon of Stewardship Young Alumni Engagement opportunity Past Parents Beyond the transaction Ultimate Outcomes story! Often major donors, lifelong loyal donors 19 Questions 20

11 To build a culture of stewardship SIX-STEP PROGRAM You Need a Vision and a Plan A Powerful Story Tangible Understandable Characters Beginning, Middle, End 22

12 Change Requires a Change Vision *John Kotter What is the solution to our urgent needs? What will the impact be if we change successfully and now? How will it help ME? What are our overarching strategies for achieving that vision? Identify and Recruit Champions 24

13 3. Communicating the Vision Communication vehicles Messengers 25 Modeling Behavior is Powerful* *Jeanie Daniel Duck People believe because they actually see the new behavior at work and working Action and results lead them to conclude that the change works 26

14 Questions Empowering Others to Act* *John Kotter Get rid of obstacles to change Changing systems or structures Encouraging risk taking 28

15 Engagement? 29 Advances the mission, vision and work of the organization Productive and satisfying Two-way; it is interactive It always has a thinking, feeling, and most important doing component. It is strategic Engagement Described 30

16 5. Create Early Wins* *John Kotter Visible improvements: Who matters Motivation/Drivers Recognize & Reward Institutionalizing Practices* *John Kotter, The Osborne Group, Inc. Articulate connections between new behaviors and success Document Incorporate in orientations Shared part of values Ensure leadership development and succession 32

17 World Class Measures Retention --year 1, years 2-4, years 5+ Return of lapsed donors (1 and 2 years) % upgrades; % of downgrades Annual to major gifts Donor and employee satisfaction with institution, impact, communications Board giving and fundraising Staff giving and participation Buzz Overall program effectiveness 33 Final Questions 34

18 Action Planning Include everyone Understand Believe/embrace Act on What are opportunities? What are barriers? 35 Action Planning 36

19 Action Planning Start with I Then We Finally: They 37 Headlines 38

20 Taking the Next Step Training Retreat Facilitation Hands-on Skill Building Making the case Major gifts How to Never Get a No Stewardship Consulting Campaign Planning, Feasibility Studies Fund Development Audits Board Development Strategic Planning 39 More questions? Want to learn more? us! mail@theosbornegroup.com The Osborne Group is a full-service strategic planning, management, campaign consulting and fund development training firm. We provide audits, campaign planning, and training workshops for staff, leadership and boards. For a complete list of services, visit our website: theosbornegroup.com or call us at (914)