How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
-
Upload
jann-schultz -
Category
Business
-
view
246 -
download
6
description
Transcript of How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study
![Page 1: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/1.jpg)
How to Break Through the Noise and Engage Your Donor
Case Study
![Page 2: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/2.jpg)
• Operation Smile was founded by Dr. William P. Magee, a plastic surgeon, and his wife, Kathleen, a nurse and clinical social worker.
• In 1982, the Magees traveled to the Philippines with a group of medical volunteers to repair children's cleft lips and cleft palates.
• They discovered hundreds of children ravaged by deformities, and although they helped many children, the volunteers were forced to turn away the majority of those who sought help.
• The Magees saw the need, and Operation Smile was born.
26 years later more than 115,000 children have been helped
around the world!
![Page 3: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/3.jpg)
What would your team do if…
![Page 4: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/4.jpg)
If Angelina Jolie called…
…and asked about your international missions?
![Page 5: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/5.jpg)
If Lance Armstrong called…
…and asked about patient recovery programs?
![Page 6: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/6.jpg)
If Donald Trump called…
…and asked about costs of fundraising?
![Page 7: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/7.jpg)
• The Altruist?
• The Repayer?
• The Investor?
Would they recognize…
and respond appropriately?Source: Seven Faces of Philanthropy by Prince and File
![Page 8: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/8.jpg)
At Operation Smile “Thinking Like A Donor”
impacts every conversation we have with our donors and
prospective donors.
![Page 9: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/9.jpg)
Operation SmileDonor First Philosophy
To make the Donor’s experience as exceptional as the services we provide to children & families served by Operation
Smile, around the world.
![Page 10: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/10.jpg)
Challenges
• Culture focused on delivery of mission – transforming children’s lives
• Poor Retention of Donors • Lack of process & procedure that supports
a “Donor First Philosophy”• Donor Relations Team considered a cost
center - non-revenue generating • Lack of trained staff for implementation of
sales & service “best practices”
![Page 11: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/11.jpg)
Phase One
• Creation of Customer Focused Strategy – “Donor First Philosophy”
• Internal Review– Donor Database– Donor Relations Team – Development Team
• Review of Third Party Vendors– Direct Mail Provider– Direct Mail Keying & Caging– Direct Response TV Call Center
![Page 12: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/12.jpg)
Phase Two
• Implementation– Database Enhancement Project– Donor Lead Strategy– Donor Thank You Strategy– Donor SAVES Program– Integrated Direct Response Programs
![Page 13: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/13.jpg)
Effecting Change
• Education & Training– Donor First Philosophy Training– Seven Faces of Philanthropy– Donor Spotlight Series– HQ Theme Weeks
• Presentations, E-Mail Communications, Posters & Bulletin Boards
– Professional Book Clubs– Stewardship Summit for Development Team
![Page 14: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/14.jpg)
Measures of Success• Common Language • Process & Procedure
– 86% reduction in response time to Donor Concerns• Time to Acknowledge
– 80% reduction in response time• Integrated Appeals – July – December 2007
– 473 donations– $184.15 average gift
• SAVES Program– 780+ Smile Partners– $225,000.00+ Value of Annual Donations
• Intangible – Improved Relationships
![Page 15: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/15.jpg)
What’s Next?
• Phase Three - Donor Loyalty and Retention Program– Additional Donor Relations Staff– Expanded opportunities to reach out & retain donors– Ongoing evaluation of our vendors – Continuous review of integrated direct response
programs– Continued improvement of communication materials
to be Donor First– Expanded Education & Training
![Page 16: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/16.jpg)
Why?
Help more children…
![Page 17: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/17.jpg)
Contact Information
Jann Schultz, Director of Donor Relations
Operation Smile
+1 757.321.7645
+1 757.593.6560
Twitter: @jannschultz
LinkedIn: Jann Schultz
![Page 18: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/18.jpg)
Appendix
• Partners
• Recommended Reading
![Page 19: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/19.jpg)
Operation Smile Partners
• Russ Reid Company– Direct Response Agency
• Merkle Response– Keying and Caging– Online Image Viewing– Acknowledgements
• Blackbaud – The Raiser’s Edge– Donor Database
![Page 20: How to Break through the Noise and Engage Your Donor- Part I - OSI Case Study](https://reader036.fdocuments.us/reader036/viewer/2022062418/555bdfcdd8b42a38078b49e9/html5/thumbnails/20.jpg)
Book Club Recommendations• Non-Profit Development
– Seven Faces of Philanthropy, by Prince & File– The Zen of Fundraising, by Burnett
• Customer Service/Relationship Selling– Exceptional Customer Service by Ford– Best Practices in Customer Service by Zemke– Relationship Selling by Cathcart– Eight Competencies of Relationship Selling by Cathcart
• Personal Development– Now Discover Your Strengths, by Buckingham & Clifton– Go Put Your Strengths to Work, by Buckingham– How Full is your Bucket?, by Rath & Clifton
• Management/Leadership Development– First, Break All the Rules, by Buckingham– Coaching & Mentoring: How to Develop Top Talent, by Harvard Business Press– The Extraordinary Leader by Zenger & Folkman– The One Thing You Need to Know, by Buckingham
• Organizational Development– Good to Great, by Collins– Good to Great in the Social Sectors, by Collins– Made to Stick, by Heath and Heath– The Tipping Point, by Gladwell– Blink, by Gladwell