united way leadership and loyal contributors raising money and developing relationships june 18,...
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United WayLeadership and Loyal ContributorsRaising Money and Developing Relationships
June 18, 2010
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Agenda
• Leadership Best Practices
• Loyal Contributors Program
• Break Out Sessions OR Questions and Answers
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The Constitution Society
Colleagues $1,000 to $2,499
Framers $2,500 to $4,999
Founders $5,000 to $9,999
Tocqueville Society $10,000 or more
Leadership GivingLeadership Levels
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1. CEO Support
Encourage company leadership to lead by example
CEO solicitations
CEO as “champion”
Leadership GivingBest Practices
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2. Strategize before the Campaign
Assign leadership giving responsibility
Set specific goals for company coordinators, divisions
Leadership GivingBest Practices cont.
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3. Identify Leadership Prospects
Review < $1,000 donors
Salary Levels
Engage retirees
Leadership GivingBest Practices cont.
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4. Special Treatment during Campaign
• Special Kick-Off Event
• Personal appeal from CEO
• Personalized solicitations tailored to past giving history and commitment
• Encourage stock gifts and payroll deduction
• Individual follow up with prospects
• Use incentives to step up to leadership level
Leadership GivingBest Practices cont.
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5. Company Match
Use the corporate gift for a matching gift program to encourage increased employee contributions
United Way credits donors for company matchesex: A donor gives $750 and the company match credits the donor for $250, the donor is credited at the $1,000 leadership level
Leadership GivingBest Practices cont.
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6. Special Recognition
Tocqueville Society and Constitution Society Roster of Members, distributed annually
Joint household giving
10,15, and 20 leadership donors
Internal Recognition Societies in the workplace
Leadership GivingBest Practices cont.
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7. Saying Thank You – workplace and United Way
Announce dollar and participation goals, and congratulate
Recognize new leadership donors
Thank you events/personal acknowledgement
United Way mailings/invitations throughout year
E-newsletter sent bi-monthly, with timely information about our community and partner agencies
Leadership GivingBest Practices cont.
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Overview of the United Way Loyal Contributor Program
Focuses on:
• identifying
• thanking
• developing relationships with long-time donors, regardless of the level of contribution
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Strategies for creating relationships with Loyal Contributors
1. Create a Loyal Contributor Culture
2. Identify Loyal Contributors
3. Thank and recognize Loyal Contributors
4. Communicate the impact of their gifts
5. Engage Loyal Contributors
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Strategy 1: Create a Loyal Contributor Culture
#1…. Make it a part of a larger organizational strategy… it won’t work in a vacuum!
#2… “No Ask” is key… this is about relationship building…thanking, engaging and informing!
#3…Have a script/structure for the conversations.
#4…Ensure “buy in” from organization leadership.
Expect donors to be surprised and delighted to have staff and volunteers visiting with them to say THANK YOU!
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Strategy 2: Identify Loyal Contributors
Build in Loyal Contributor self-identification into everything
Where?
•Electronic and paper pledge tools
•Sign-up on your website
•Sign-up tables
•At campaign meetings
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Strategy 3: Thank and Recognize Loyal Contributors
Simple, sincere and meaningful…and in a way that helps build relationships
•Thank you calls, letters, emails
•Thank you/recognition events – win-win as Loyal Contributors can re-connect or get to know new people, a social opportunity
•Thank you gifts
•eCards
•Personal visits
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Strategy 4: Communicate with Loyal Contributors
•2 times per year (at least)
•Combine thank you and information
•Celebrate and recognize individual Loyal Contributors – newsletter profiles, quotes, list
•Send out Loyal Contributor eNewsletter
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Strategy 5: Engage Loyal Contributors
Ask Loyal Contributors to LIVE UNITED
Help with identifying and recognizing other Loyal Contributors “Loyal Contributor committee”
Involve them with opportunities to GIVE, ADVOCATE, VOLUNTEER in your workplace
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Loyal Contributor Timetable
March - April Focus: Thank you and recognition
May - July Focus: Thank you and recognition
Aug - Sept Focus: Prep for workplace campaign
Oct - Nov Focus: Workplace campaigns; Self identification on pledge tools
Dec – Feb. Focus: End of year thank you; plan for 2011; recruit volunteers
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United Way Store Loyal Contributor Merchandise
Special Loyal Contributor Tee Shirts
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Thank You!
Let’s work together to create
relationships with Leadership donors
and Loyal Contributors