Listening and Learning: Good Stewardship Practices Kathleen Driscoll, Secretary for Advancement Mary...
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Transcript of Listening and Learning: Good Stewardship Practices Kathleen Driscoll, Secretary for Advancement Mary...
Listening and Learning: Good Stewardship PracticesKathleen Driscoll, Secretary for AdvancementMary Doorley, Vice President of DevelopmentArchdiocese of Boston
SEPTEMBER 14, 2015
Today’s Session
•Where We Are Today• The Importance of Relationships • Tools for Your Organization• Breakouts
2
Philanthropy in the US: Growing $358.58 Billion (2014)
• Total giving increased by 5.4% since 2013• Largest increases Culture (7.4%)
and Environment/Animals (5.3%)• Between 2000 and 2011,
public charities grew 25 % vs. .5% for-profit businesses
3
Giving USA 2015: The Annual Report on Philanthropy for the Year 2014, Available online at http://www.givingusa.org
Philanthropy to Religion in the US:$114.90 Billion (2014)
• Over the past 10 years religion grew at ½ pace of entire category (.6% vs. 1.6%)• In 2014 donations grew
.9% vs. sector growth 5.1%• Market share shrinking 32%
(2014) vs. 53% (1987)
4
Giving USA 2015: The Annual Report on Philanthropy for the Year 2014, Available online at http://www.givingusa.org
Our Challenge
• A persons impression of a brand that can impact purchase• Positive when leveraged, actively
managed to be relevant and stewarded• Negative when we “rest on our
laurels” become complacent
5
“HALO Effect”
Need Stronger Attention to Retention
• All non-profits- 2013➖For every $100 gained in new, sustained, or increased
gifts it lost $92 in lapsed or lower gifts➖For every 100 donors gained in 102 were lost ➖New donor retention=22.9%➖Repeat donor retention=60.8%
• Religious organizations: 2013 ➖Retention is stronger vs. secular organizations 54% vs. 39%
6
What is the Most Likely Reason An Organization Will Lose Donors?
• Too much spent on administration• Death/relocation• Unsatisfactory complaint-handling• Won by another nonprofit• Lack of interest from the organization
Adrian Sargeant: Donor Retention: What do We Know and What Can we Do About it?
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• Lack of interest from the organization
What Drives Donor Commitment?
• Premiums offered in exchange for donations• Elaborate marketing collaterals• Sense of shared belief with the organization• Tax deductions for donations• All of the above
Adrian Sargeant: Donor Retention: What do We Know and What Can we Do About it?
8
• Sense of shared belief with the organization
Factors Driving Donor Commitment
• Shared beliefs• Learning• Trust• Personal link• Multiple engagements
Adrian Sargeant: Donor Retention: What do We Know and What Can we Do About it?
9
Practical Tools: The Fundraising Effectiveness Project
• Improving donor retention by 10% will double the lifetime value of your donor base • A free tool to measure fundraising effectiveness• Easy to use
➖3 sets of data➖Can run “what if” scenarios
• Confidential• Go to http://afpfep.org.
10
Stewardship is About Relationships
• Our ministry is first and foremost about relationships• It is about being of one heart and mind.
It is our relationship to God• To the mission of Jesus, and to all of our
brothers and sisters • It is an invitation to be and build
communities of faith, hope, and love
National Catholic Development Conference
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Power of Relationships in the Catholic Community
• Our advantage is that our volunteers and donors can be inspired on a spiritual and faith filled level that can help in the entire ministry of the Church
Unleashing Catholic Generosity, Explaining the Catholic Giving Gap in the United States
12
Prioritizing Our Donors
Adapted from “Strategic Stewardship” by Alison Lewis Lodhi, CFRE
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Attendee Shopper
Steadfast Purposeful
HIGH Potential to Lose Relationship
LOW potential to lose relationship
HIG
H p
hila
nthr
opic
abi
lity
LOW
phi
lant
hrop
ic a
bilit
y
Mike Griffin
Attendees occasionally participate in the religious community but are not actively involved
CHARACTERISTICS • High potential to lose relationship • Low philanthropic ability
PROFILE• A 31 yr. old young professional• Single living with friends in the city• Irregular Mass attendee• Involved in his Catholic college alumni group• Attends special events
14
Shopper
Steadfast Purposeful
HIGH Potential to Lose Relationship
LOW potential to lose relationship
HIG
H p
hila
nthr
opic
abi
lity
LOW
phi
lant
hrop
ic a
bilit
y
Attendee
Steadfast Purposeful
HIGH Potential to Lose Relationship
LOW potential to lose relationship
Carol Anderson
Shoppers are active in limited aspects of the organization. Are very involved in community activities relating to personal priorities
CHARACTERISTICS • High potential lose relationship • High philanthropic ability
PROFILE• Married, 45 yr. old, mother of 3, and
businesswoman• 2 children in Catholic elementary school
and 1 in public school• Religious education parent• Weekly Mass attendee to family Mass• Regular offertory contributor• Large one-time annual donor to several charities
15
HIG
H p
hila
nthr
opic
abi
lity
LOW
phi
lant
hrop
ic a
bilit
y
Walter Donovan
Purposeful donors are the most faithful, always there no matter what. They contribute regularly and generously.
CHARACTERISTICS• Low potential to lose relationship• High philanthropic ability
PROFILE• 51 yr. old executive at major company• Married with 2 children• Weekly Mass attendee • Board member on 4 non-profits• On parish restoration committee• Major donor to several charities
16
Attendee Shopper
Steadfast
HIGH Potential to Lose Relationship
LOW potential to lose relationship
HIG
H p
hila
nthr
opic
abi
lity
LOW
phi
lant
hrop
ic a
bilit
y
Rose and Carlos Ortiz
Steadfast donors are active and faithful. They are generous with their time and with their limited finances.
CHARACTERISTICS• Low potential lose relationship • Low philanthropic ability
PROFILE• Married, 71 and 73 yr. old with 5 children
and 18 grandchildren• Rose is retired and Carlos still works
as an accountant • Daily Mass attendees• Regular offertory contributor
17
Attendee Shopper
Purposeful
HIGH Potential to Lose Relationship
LOW potential to lose relationship
HIG
H p
hila
nthr
opic
abi
lity
LOW
phi
lant
hrop
ic a
bilit
y
Breakouts
18
Attendee
Mike
Shopper
Carol
Purposeful
Walter
Steadfast
Rose and Carlos
Thank you! Kathleen Driscoll, Secretary for AdvancementMary Doorley, Vice President of DevelopmentArchdiocese of Boston
September 14, 2015