Presentation on theme: "Relationship Management Primer Wednesday, July 20, 2011 United Ways of Washington Learning Conference Union, WA."— Presentation transcript:
Relationship Management Primer Wednesday, July 20, 2011 United Ways of Washington Learning Conference Union, WA
2 Purpose: Present United Way Relationship Management work Process: Use interactive exercises & discussion to: Make the case & focus on top-line of retention/engagement/loyalty Develop sample plan to engage individuals/segments Provide RM basics, discuss benefits, how your UW can get started Payoff: You get why Relationship Management is critical/important & understand how to get started with Relationship Management
Discussion: United Way and Retention Why are we losing donors, advocates & volunteers ? Clarity Group 2010, LLC 4
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 5
ANALYSIS: The Churn Tool* Helps you understand your current donor base –Tracks and analyzes donors’ giving history –Profiles and codes donors based on giving behaviors You copy and paste your donor data into spreadsheet Tool automatically creates charts Identify trends: dollars lost, defections, etc. Identify your goals & helps you craft tactics to address Contact Becky Bogle at email@example.com@unitedway.org 7 *Developed by Amy Case of Case Strategy
Your Key Segments? 1.Donors 2.DOA Volunteers 3.Advocates 4.Board members 5.Agency executives 6.ECC/ECMs 7.Company CEOs 8.Declining donors 9.Media 10.Lapsed donors 11.Planned Givers 12.Tocqueville members *Participants of Back to Football Friday or Waiting for Superman screening
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
Creating a Plan to Retain/Engage EACH TABLE: Works as a team, assigns leader to facilitate, & a scribe to record answers INSTRUCTIONS: Each table creates an 18 – 24 month engagement plan that will help you retain the segment you’ve been assigned KEEP IN MIND: –Components of a Retention/Engagement Plan –How do companies/nonprofits keep you coming back TIME: You have 20 minutes to complete this. REPORT OUTS: Share 1 or 2 findings, challenges, overall observations 11
Where Is the Retention & Loyalty Toolkit? http://online.unitedway.org/retention For additional info: Ann Fox, VP of Individual Giving firstname.lastname@example.org 12 View the Churn Busters Webinar at: http://online.unitedway.org/relationshipmanagement http://online.unitedway.org/relationshipmanagement
DONORS VOLUNTEERS ADVOCATES COMPANIES AGENCIES OTHER COMMUNITY IMPACT PARTNERS STAFF 13 GOAL: What Relationship Management Looks Like Ultimately, our constituents will embrace our organization and will do things like share more data, donate more financial gifts, offer more time towards volunteering and advocate for United Way throughout their company and community. We will know more about our constituents, such as where they live, where they work, what they care about, their interest in our agenda and their capacity, affinity and propensity to give to United Way. By matching relevant engagements, products and communications to our constituents - based on what we know about them - they will have a great experience, feel recognized, appreciated, and a part of a social movement that Advances the Common Good. They will see that THIS is an organization for people/companies/agencies like me. Based on new information captured and understood, United Way will be able to provide programs, products and services that are relevant, and messaging that is timely, meaningful and motivating. ENABLED BY FIVE PILLARS Dialogue Conversation
14 The Five Pillars of Relationship Management Organizational readiness, leadership support and cultural mindset for adopting RM and the changes required. Infrastructure and supporting processes required to implement CRM in a systematic and sustainable manner. Constituent information and insights required to enhance understanding and enrich engagement. Ability to leverage constituent data to make communication and messages more precise and relevant. Enabling platform and integrated set of systems to support an automated approach to managing and reporting on constituent interactions and data.
15 BEFOREAFTER IndividualIndividual & Organization Anecdotal & InformalFormal UndisciplinedDisciplined SiloedIntegrated TacticalStrategic What Makes This Different From Current Relationship Management?
Additional free resources from UWW 22 Where Is the Retention & Loyalty Toolkit? http://online.unitedway.org/retention Monthly webinar series and archived webinars at: http://online.unitedway.org/relationshipmanagement http://online.unitedway.org/relationshipmanagement Where Is the Recruitment Toolkit? http://online.unitedway.org/recruitment
Taking Relationship Management to Scale 2010 goal to have 40 or 15% of Metro 1 to 4 local United Ways implementing Relationship Management via Learning Circle, Intensive or Template Certification (EXCEEDED) Involvement (People, Time and $$) Impact/Transformation Webinars Intensive Hybrid training combining virtual, on- site and group collaboration NEW in 2010 High Low Assessment Tool Independent Studies: Tools and Templates Guidebook & reference materials available for FREE to a local United Way ACTIVITY KEY Red = Free Resource Blue = Fee-based Learning/Training Orange = Technology 966 staff responses from 200+ UWs to date 4,000+ registered Template Certification Interactive webinar Learning Circle On-site consultation and group collaboration Learning Circle 3 4 LUWs Learning Circle 2 7 LUWs Learning Circle 1 11 LUWs Campaign Management on MSCRM Platform UWCRM Technology System 6 LUWs 47 LUWs 5 LUWs in Dec ’10 22 LUWs Current as of Nov 2, 2010 $2,625 $21,000$68,000