Relationship Management Primer

Wednesday, July 20, 2011United Ways of Washington Learning Conference

Union, WA

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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

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)

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

Best Practice Retention Approach

Use data analysis to segment constituents and drive the development and execution of highly customized and

measurable retention programs.

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Analysis SegmentsContact Plan

Message

Channel

Measurements

Target Universe

Engagement Plan

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

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 becky.bogle@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

Active, Ongoing United Way Volunteer Retention Contact Strategy

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MEASURE AND REFINE

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

Day 1 Day 90 per campaign scheduleDay 120

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

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Where Is the Retention & Loyalty Toolkit?http://online.unitedway.org/retention

For additional info: Ann Fox, VP of Individual Giving ann.fox@unitedway.org

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View the Churn Busters Webinar at:

http://online.unitedway.org/relationshipmanagement

DONORS VOLUNTEERSADVOCATES COMPANIES

AGENCIESOTHER COMMUNITY IMPACT PARTNERS

STAFF

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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

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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.

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BEFORE AFTER

Individual Individual & Organization

Anecdotal & Informal Formal

Undisciplined Disciplined

Siloed Integrated

Tactical Strategic

What Makes This Different From Current Relationship Management?

So… is Relationship Management Working?

Relationship Management

Focus

• Community Impact Model• Consultative Selling• RM Learning Circle 1• Education Venture Fund• Volunteer Engagement

1616© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

Detroit

BACKGROUNDThe Autos…Detroit…

Donors, Revenue and Effectiveness on the decline – and had been for years

So… is Relationship Management Working?

RESULTS• 2009 - selected as one of the 2009 Best-Managed

Nonprofits from Crain’s Detroit Business

• 2010 – UWSEM is posting its highest revenue in 3 years

• 2010 - 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. 1717

Detroit

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. 1818

Jacksonville

So… is Relationship Management Working?

© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC. 1919

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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http://online.unitedway.org/relationshipmanagement

Relationship Management Online Self-Assessment:

http://unitedway.claritygroupinc.com

Get Started Today!

21© 2010 Clarity Group. Property of United Way Worldwide and Clarity Group, LLC.

Additional free resources from UWW

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Where Is the Retention & Loyalty Toolkit?http://online.unitedway.org/retention

Monthly webinar series and archived webinars at:

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

IntensiveHybrid training

combining virtual, on-site and group collaboration

NEW in 2010

High

HighLow

Low

Assessment Tool

Independent Studies: Tools and TemplatesGuidebook & reference materials available for FREE to a local United Way

ACTIVITY KEYRed = Free ResourceBlue = Fee-based Learning/TrainingOrange = Technology

966 staff responsesfrom 200+ UWs to date4,000+

registered

TemplateCertificationInteractive

webinar

Learning Circle On-site consultation and

group collaboration

Learning Circle 34 LUWs

Learning Circle 27 LUWs

Learning Circle 111 LUWs

Campaign Management on MSCRM Platform

UWCRMTechnology System

6 LUWs

47 LUWs

5 LUWs in Dec ’10

22 LUWs

Current as of Nov 2, 2010

$2,625 $21,000 $68,000

Breakdown of RM United Ways – US

24Property of Clarity Group and UWW © 2010

By Metro Size:Metro 1C – 19 UWsMetro 1B – 8 UWsMetro 1A – 9 UWsMetro 2 – 14 UWsMetro 3 – 15 UWsMetro 4 – 5 UWsMetro 6 – 3 UWsMetro 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%

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★ = Learning Circle Members

= Template Certification Participants

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= Intensive Participants

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Thank You!