Harvest The Voice of the Donor - Case Study DMANF August 2008

2008 NY Nonprofit Conference August 14-15

Harvesting the Voice of the DonorCase Study

Jann Schultz, Director of Donor Relations


• Founded in 1982• Served more than

120,000 children & young adults

• Free surgery provided by volunteer medical teams around the world


Growth of Direct Response• Direct Mail, DRTV, Web• Noticed rising level of “background noise” of

donor response across several channels• Recognized potential for revenue growth by

“harvesting” these voices


Background Noise into Donor Voice• Operation Smile Donor First Philosophy• Our way of translating background noise into

individual voices that we can understand, respond to, and cultivate


Donor First Philosophy• Examining every touch-point of the donor

from their perspective, to enhance their engagement and make their experience as exceptional as the services we provide to children and families served by Operation Smile around the world

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Laying the Ground Work• Data gathering– ID touch points, workflows, current tools &

technology– Review successes and challenges

• Staffing and training• Overcoming biggest internal challenge:

changing organizational culture from a single focus on the children and expand to include the donor


Common Denominator?Donor Database• Under utilized• Information silos

Result:• Database Quality Initiative


Implementation Action PlanPlanting & Sowing the Seeds

Key Touch Points:• Direct Response TV

Call Center• Donor Relations

Call Center – HQ


Implementation Action PlanPlanting and Sowing the Seeds

Key Touch Points:• Direct Mail

Processing• HQ White Mail• Online Strategy• Workflows


Operation Smile - Donor Lead Strategy

Resource Development CenterRegional Development Team Volunteer

ChaptersStudent

ProgramsCommunity

Relations

Donor Relations TeamDonor Services / Information / Individual donors / Fundraising events <$2,500

Foundationsand

Corporations

PlannedGiving

FundraisingEvents

$2501-9999

FundraisingEvents

>$10,000

OtherInquiries

CauseRelated

Marketing

Follow Up Process

Follow Up Process

Follow Up Process

Follow Up Process

Gift Processing & Recording, Receipts and Acknowledgements, Tributes – In Honor/MemoryDonor Database Team

Operation Smile Inc.


Was it effective?Reaping the Rewards• Donor Loyalty

& Engagement– SAVES Program– Grassroots Fundraising– New revenue opportunities

• Viral Marketing Site: onesmile.org• Cost Savings - eliminated unnecessary vendor

services


The next step – Cultivation• Staffing adjustments• Training• Creating a consistent donor

experience• Wider utilization of Donor

Database• Tighter focus on Direct

Response• Expanded Online capabilities• Collaboration with vendors


Was it effective?Reaping the Rewards• Improved efficiency

& response– Same Day Deposits– 80% Improvement in Time to Acknowledge– 4% DM Revenue from Second Ask

Acknowledgement Program– 86% Improvement in Problem Solving Response

Time• Reduction in Donor Concerns


Planting for Future Harvests• Enhanced donor services• New online platform– Engagement paths & segmentation

based on donor requests– Improved viral fundraising

program• Expanded global fundraising• Medical Missions Team using

Donor Relations model for cultivation of medical volunteers


Harvesting the Voice of the Donor


Jann Schultz, Director of Donor [email protected]

757.321.7645+1 757.593.6560

Twitter: jannschultz LinkedIn: Jann Schultz

mailto:[email protected]


Questions

Harvest The Voice of the Donor - Case Study DMANF August 2008

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