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Relationship Management Primer Wednesday, July 20, 2011 United Ways of Washington Learning Conference Union, WA.

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Presentation on theme: "Relationship Management Primer Wednesday, July 20, 2011 United Ways of Washington Learning Conference Union, WA."— Presentation transcript:

1 Relationship Management Primer Wednesday, July 20, 2011 United Ways of Washington Learning Conference Union, WA

2 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

3 Relationship Management Jeopardy! 3 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 4.4 MILLION What’s the # of donors lost since 2003? 27% What’s the churn rate in Metro 1 UWs? 70 % % of Americans never asked to engage with United Way 0% Net Promoter Score (NPS)

4 Discussion: United Way and Retention Why are we losing donors, advocates & volunteers ? Clarity Group 2010, LLC 4

5 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

6 Best Practice Retention Approach Use data analysis to segment constituents and drive the development and execution of highly customized and measurable retention programs. 6 AnalysisSegments Contact Plan Message Channel Measurements Target Universe Engagement Plan © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

7 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 7 *Developed by Amy Case of Case Strategy

8 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

9 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

10 Active, Ongoing United Way Volunteer Retention Contact Strategy 10 MEASURE AND REFINE © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. Day 1Day 90 per campaign schedule Day 120

11 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

12 Where Is the Retention & Loyalty Toolkit? For additional info: Ann Fox, VP of Individual Giving 12 View the Churn Busters Webinar at:

13 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 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 15 BEFOREAFTER IndividualIndividual & Organization Anecdotal & InformalFormal UndisciplinedDisciplined SiloedIntegrated TacticalStrategic What Makes This Different From Current Relationship Management?

16 So… is Relationship Management Working? Relationship Management Focus Community Impact Model Consultative Selling RM Learning Circle 1 Education Venture Fund Volunteer Engagement 16 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. Detroit BACKGROUND The Autos…Detroit… Donors, Revenue and Effectiveness on the decline – and had been for years

17 So… is Relationship Management Working? RESULTS selected as one of the 2009 Best-Managed Nonprofits from Crain’s Detroit Business 2010 – UWSEM is posting its highest revenue in 3 years Education Venture Fund started by UWSEM is on track to see 2013 graduation rates reach 71%-95% from 25% © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 17 Detroit

18 Lapsed Donor Mailing Proposal: To send a lapsed donor letter to all donors who did not give in ’09 where they had their home address Audience: 5245 former donors who gave $25 to below Tocqueville Costs: $2,500 for mailing Results: 605 donors returned & gave $109K thru their workplace campaigns So… is Relationship Management Working? © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 18 Jacksonville

19 So… is Relationship Management Working? © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 19 Designations to Impact Areas (E-I-H) UW System Increase of 34.4% Designations to Impact Areas (E-I-H) RM Cities Increase of 45.9%

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21 Relationship Management Online Self- Assessment: Get Started Today! 21 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

22 Additional free resources from UWW 22 Where Is the Retention & Loyalty Toolkit? Monthly webinar series and archived webinars at: Where Is the Recruitment Toolkit?

23 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

24 Breakdown of RM United Ways – US 24 Property of Clarity Group and UWW © 2010 By Metro Size: Metro 1C – 19 UWs Metro 1B – 8 UWs Metro 1A – 9 UWs Metro 2 – 14 UWs Metro 3 – 15 UWs Metro 4 – 5 UWs Metro 6 – 3 UWs Metro 7 – 1 UW 20 of the top 31 markets By Campaign Management System: ANDAR – 60% Enterprise – 15% Rainbow – 18% Other (Donation Tracker/Raiser’s Edge) – 7%  ★ ★ ★ ★ ★ ★ ★ ★★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★                          ★ = Learning Circle Members  = Template Certification Participants            ★      ★       = Intensive Participants      ★

25 25 Thank You!


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