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

3 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 are managing relationships with less than 6% of our base! We’re not engaging the individuals that provide 63% of the $’s raised!

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 24 Month Plan

Donors Volunteers Advocates Companies Agencies Community Members CI Partners Staff Dialogue Conversation 5 What’s Relationship Management? ENABLED BY FIVE PILLARS

Discussion: United Way and Retention Why are we losing donors, advocates & volunteers ? Clarity Group 2010, LLC 6

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

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 8 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

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? 9 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

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

Dialogue Conversation 11 What’s Relationship Management? ENABLED BY FIVE PILLARS Constituent

Dialogue Conversation 12 What’s Relationship Management? ENABLED BY FIVE PILLARS

Dialogue Conversation 13 What’s Relationship Management? ENABLED BY FIVE PILLARS Constituent

Dialogue Conversation 14 What’s Relationship Management? ENABLED BY FIVE PILLARS Constituent

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

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

EXAMPLE: Start of a 24 month Relationship Plan - Active, Ongoing United Way Volunteer Retention Contact Strategy 17 MEASURE AND REFINE Day 1Day 90 per campaign schedule Day 120

How to Get Started United Ways of Ontario Conference Wednesday, May 16, 2012 Mississauga, ON

Relationship Management Online Self- Assessment: Get Started Today! 19 © 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

Free UWW Resources 20 Retention & Loyalty Toolkit Recruitment Toolkit Monthly webinar series and archived webinars at: View the Churn Busters Webinar at:

Breakdown of Relationship Management United Ways – United States 21 Property of Clarity Group and UWW © 2012 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      ★                      ★   ★ 

22

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.