building donor relationships: it’s a process, not an event! larry p. stelter president/ceo the...
TRANSCRIPT
Building Donor Relationships:It’s a Process, Not an Event!
Larry P. Stelter President/CEO The Stelter Company [email protected]
Presentation Objectives
Prospect identification Obstacles to your success Donor-focused behavioral model Face-to-face communication system Key to success
A. Identification of Prospects
1. Giving history of your donors - consistent2. Age of donors – 60+3. Research income & wealth of donors4. Targeted groups – seniors, women &
advisors5. Lapsed, older donors –still love you but
on fixed income
B. Obstacles to your success
1. Procrastination
2. Turnover of fundraising staff
3. Immaturity of donor base
4. Patience & involvement of board
5. Technical paralysis
6. Communicating your mission
C. Communication Methods:
1. Direct mail & expectations A. Educates & builds awareness of giving
options - NCPG survey - 5% in 1992 and 34% in 2000 heard about planned giving from charities via direct mail-63% for CGA
B. Lead generation - measurement of success (MOS) - follow-up on response cards
Communication Methods: C. Motivate to seek more advise from
professional advisors - MOS - recognition club growth and networking - NCPG survey - 21% heard about PG options from advisors
D. “Break the ice” - MOS - make calls - NCPG survey - 11% heard about PG options from charity representative
Communication Methods:
2. Wills/estate planning seminars3. Recognition clubs – charitable intent4. Gift receipt enclosures – buck slips5. Organizational magazine articles6. Internet - 55+ are fastest growing
group to use the net - wealthy, educated & they have the time
Online Giving Trends
$250 million was contributed in 2000 up from $10 million in 1999 $1.9B estimated given in 2003; $3B in ‘04 Harvard Univ. predicts that by 2010, 1/3 of all gifts will be given online, representing approximately $64 billion
Why Use the Internet?
Seniors are online:
55 to 64 age group – 57% regular users
65 to 74 age group – 36% regular users
75+ age group – 16% regular users
Get in front of all your prospects more frequently at low cost & limited effort
Baby boomers (40 to 57 years of age) are already into the web
Planned Giving Web Essentials
Content, content, content – rules the web
Embed interactivity in content – calculations and material requests
Update your content frequently
Make it easy to contact you via the web
Create internal navigation
Measure your marketing results
Essential #1 – Content Rules
Senior visitors have time to read – let them choose how much to read Offer the visitor enough content so they will stay and/or return Change articles for return visits Email address book - let them know when new content is available – new testimonial or law change – avoid email fatigue
Essential #2 – Interactivity
Offer gift calculator on home page Embed gift calculation opportunities within content Give visitor opportunity to request additional material – ebrochures Involve visitors with quizzes, interactive decision tree and gift matrix Make it easy for them to contact you
Essential #3- Navigational Loops
Create loop to recognition page Connect to “sample bequest language” Connect to “contact us” pages Loop to testimonial/donor profiles pages Loop to “giving online” page Connect to “professional advisors” content
Internet Marketing Challenges
Poor navigation – clicks & words
Too many clicks to find it
Key words don’t define link
Inadequate marketing
How to measure results?
Challenge #1– Poor Navigation
You missed the internet marketing meeting or webmaster doesn’t like you
Your webmaster doesn’t know your department exists or doesn’t realize its value
Visitor can’t find development page - let alone planned giving content
Challenge #2- Labels
Word links don’t define where you want your visitor to go next
Alumni and friends – events, calendar or gifts?Make a donation – too aggressive if first linkPlanned giving – how many visitors understand this term?
Challenge #2 - Label Options Supporting _________ Give later Foundation Ways to give Giving opportunities Future gifts Philanthropy
Challenge #3 – Promote It Must promote by traditional means the existence of the internet option Use your current PG newsletter & reply card to promote availability of more information Use “free ride” space for promoting 1. Organizational newsletters
2. Buck slips or gift receipt enclosures 3. Postcards
Challenge #4 -Measurement
Measurement – Returning Visitors In 2004, total number of new visitors increased by 63% In 2004, the number of returning visitors accounted for 31% of visits Average visitor stay time:
11 minutes in 200214.5 minutes in 2003over 20 minutes in 2004
Measurement – Real Gifts
$1.5M bequest from 75 Yr. Old - $50/yr donor
$4,000,000 gift from “Legacy” page - 65
$325,000 CRUT from advisor & alum – 63
$2.5M deferred CGA – university donor
$100,000 CGA - 84 year old, non- donor alum
$1.5M CGA – hospital donor – 87 years old
$200,000 CGA – Harley-Davidson
Communication methods
Personal contactingFollow ups to marketing efforts
Personal interviews with donors/clients
Stewardship after giving decisions
Brain-to-Brain Communication
Sender Receiver
6.
Filters - assumptions or preconceived notions
They can interfere with getting the intended message to the receiver
Filters may relate to:AgeAppearanceStatusEthnicityGenderColor – blue or red states
Proactive vs. Reactive
Proactive BehaviorFully responsibleConsciousThoughtfulPlannedConsistent with Values & Beliefs
Reactive BehaviorUnconsciousConditionedWithout ThoughtOutside influencesProvoked by Emotions
7.
Emotional Communication - Reactive
Reactive is usually not carefully thought through by respondent Can also be verbal attack at someone or something seen as a threat Words that describe emotional behavior:
AggressiveAngry/MadSadExcited
Nurturing Communication - Proactive
Nurturing phrases acknowledge the other person’s position without evaluating Lets the other person know you are truly listening, which is the first step in building trust. Examples:
“The way I hear it is…”“You seem to be troubled by…”
Nurturing Communication - Proactive
Summarize the content of the message AND the feelings of the other person, especially when there seem to be emotions interfering with the communication process Examples:
“You sound pleased with the way it turned out.”“It sounds like you’re concerned about that.”
Nurturing Communication - Proactive
Nurturing phrases are often accompanied by questions. This is helpful in encouraging others to say more about their position and why they feel the way they do. Examples:
“I’m glad to help with that. How would you…?”“I think I understand. Could you expand a bit more?”
Rational Communication - Proactive
Involves stopping and thinking about your response Deal with the emotions first – people can’t be rational until they are through the emotion Rational communication may include:
Providing information in an objective wayAsking questions to clarifySummarizingOffering an opinion and then asking for a reaction
Understanding Behavior Makes Us More Proactive
If I know what to look and listen for, I can PREDICT how you’ll react.
If I understand myself, I can better CONTROL the messages I send.
Developing the Relationship
Finding out whether you and your donor can trust and respect each other to take the relationship to a level that will allow you to provide the donor with what he/she wants.
Discovering who the person is inside and how the donor got to be where he/she is, both personally and professionally.
DISCOVERING THEIR PASSION!!
D. Donor Behavioral Model
More Powerful
Less Powerful
Favorable Environment
Hostile Environment
“D”Dominance
“I”Influence
“C”Conscientiousne
ss
“S” Steadiness
“Dominance” 10%
OBSERVED BEHAVIOR
WANTS
Authority Prestige Control Status Choices Quick Decisions
Task oriented
Extrovert
Direct
Risk Taker
Doesn’t listen
Knows it all
“Influence” 30%
OBSERVED BEHAVIOR
WANTS
People Oriented
Extrovert
Expressive
Meanders
Very agreeable
Social
Recognition
Popularity
Approval
Quick Decisions
“Steadiness” 35%
OBSERVED BEHAVIOR
WANTS
People Oriented
Introvert
Hate Conflict
Great Helpers
Security
Status Quo
Loyalty
Appreciation
Slow Decisions
“Conscientiousness” 25%
OBSERVED BEHAVIOR
WANTS
Task Oriented
Reserved
Direct
Analytical
Cautious
High compliance
Autonomy
Facts
Personal Attention
Loves to be Correct
Consistency
Very Slow Decisions
Trust Builders
Dominance – High D
Minimize chitchatGet down to businessJust a few comments on surroundingsStick to businessFormal is safe
Influence – High IBe warm and friendlyComment on & compliment their surroundingsBeing social is more important than businessBe informal
Trust Builders
Conscientiousness–High C
Be straightforward A little chitchat, then businessCommon experiences are less important than common valuesBe more formalHave an agenda
Steadiness – High SDon’t rush to businessTalk about family and long-term relationshipsCommon interests are importantBe patient – they may be slow to warm upBe informal & casual
A Donor- centered System
Donors talk MORE than you do.
You ASK more than tell.
You talk about gift-giving options
later.
You tailor your communication
style to the needs of the donor.
E. Face-to-face Communication System
1. Opening the meeting
2. Probing for personal needs
3. Explaining donor benefits
4. Nurturing concerns and objections
5. Understanding the “win-win” commitment
6. Preserving the relationship
Donor Meeting Preparation
Analysis donor’s behavioral style What else do you know about the
donor Set realistic meeting objectives Plan the questions you’ll ask Plan for emotional responses,
issues or concerns
Step 1: Opening Donor Meetings
Check personal appearance before visit
Ask for permission to enter/where to sit
Address the donor formally Add special care for those donors
living alone Perform “sensory” checks
Step 1: Opening Donor Meetings
If hearing is a problem, don’t yell Be sensitive to those who are
forgetful Be patient with repeated stories Adjust your approach to behavioral
style of donor State the purpose of the meeting Get permission to ask questions.
Step 2: Probing for personal needs
People do things for their own reasons!
We must discover:
Emotional Needs
Financial Issues
Decision making Process
Probing for Emotional Needs
What are the reasons people become donors to your organization?
Emotion = $$
Develop the emotional need before presenting gift-giving options.
Probing for Financial Issues
The size of the Emotional Need determines the size of the gift. (Postpone if you can until you’ve explored emotional needs.)
Discussing Financial Issues requires HIGH TRUST.
Probing for the Decision Making Process
Know all the “players.” How? When? Who? Decision Making Roles:
Gatekeepers Champions Influencers Decision makers
Tools For Probing
Rephrasing Reflecting Feelings &
Content Open Questions Closed Questions One Word Questions
Step 3: Explaining Donor Benefits
What you need before you present: Complete list of issues and
needs important to donor An understanding of the decision
process Mutual expectation that the
donor will agree if all the issues and needs are met satisfactorily
Donor-Centered Benefit Statements
Present only options that will solve issues or needs expressed by the donor.
BENEFIT STATEMENTS relate your offerings to what the donor really wants
Creating a Benefit Statement:
Personal needs – “Mr./Mrs. Smith, I know that ____________ is important to you.”
Feature – “I’m proposing that ______.”
Benefit to Smiths – “What this will do for you is ______________________.”
Step 4: Nurturing Concerns & Objections
NASA is a process for helping donors understand and resolve their concerns
Nurture
Ask Questions
Solution
Agreement
The NASA System
Defensiveness is often our first impulse when we hear objections. We may feel the objection is directed at us personally. The donor must overcome his/her own objections.
NASA Steps
Nurture – first actively listen, then respond from your nurturing position. Build trust by taking care of their emotions first. Never defend. Ask questions – make sure you understand and that they know you understand. You may have to ask a variety of questions to fully uncover concerns. Solve – provide a solution that is concise and relates to “what’s in it for the donor.” Agree – never move forward until the other person has agreed that your solution is satisfactory.
Step 5: Understanding the “Win-Win” Commitment
Summarize how gift will meet the donor’s needs.
Review the major benefits and the good that will result from the contribution.
Request the commitment, then WAIT for the answer.
Manage any resistance, and ask again. Thank the donor again!
When to Ask
When Steps 1-4 have been handled correctly
When donor understands and accepts:Benefits of making a commitmentHow emotional & financial needs are satisfiedGift alternatives
When all resistance has been managed
Questions used to gain commitments:
“Have I provided you with enough information to assist you with that bequest decision?”
“Is there any particular method we have discussed that appeals to you?”
Step 6: Preserving the Relationship
Thank the donor repeatedly Let the donor express his/her excitement
(use active listening) Set up a follow up plan
Check in frequently to update donor Find additional ways to keep donor
involved Use NASA if concerns arise
Provide recognition/additional “thank you”
Follow-up Ideas
Time management & contact management software
Setting re-entry conditions –
“What would you like me to do next?”
“What is the next step you will take?”
F. Success can be achieved by:
Realizing the POTENTIAL before you Finding the right PROSPECTS Having a PASSION for your organization Discovering the PROSPECT’S PASSION Using a PROVEN PROCESS Being PERSISTENT with your follow-ups