donor retention slides from 2016 nonprofit technology conference (16ntc)
TRANSCRIPT
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Increasing Your Donor Retention
Creative Suitcase & YMCA of Austin
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Increasing Your Donor Retention
Creative Suitcase & YMCA of Austin
Collaborative Noteshttp://po.st/retention-16NTC
#16NTCretention
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Rachel ClemensPresident and Founder, Creative Suitcase@thesuitcase@rachelclemens
Introductions
Creative Suitcase & YMCA of Austin #16NTCretention
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Sean DolesVP of Mission Advancement, YMCA of Austin@austinymca
Introductions
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›❯ Making it easy to give›❯ Expressing gratitude to your donors›❯ Showcasing impact›❯ Implementing retention campaigns›❯ Measuring results
Our journey today
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Median donor retention rate of 43%Current stats
Creative Suitcase & YMCA of Austin #16NTCretention
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For every 100 donors gained, 103 were lost
Current stats
Creative Suitcase & YMCA of Austin #16NTCretention
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For every $100 gained, $95 were lostCurrent stats
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The donor journey
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The donor journey
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Making it easy to give
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Simple online experiencesMaking it easy to give
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Simple online experiencesMaking it easy to give
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Show impact right on the pageMaking it easy to give
Creative Suitcase & YMCA of Austin #16NTCretention
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Ask segmentation questions via donation formMaking it easy to give
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Including good ol’ pledge cardsMaking it easy to give
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Text to giveMaking it easy to give
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Text to giveMaking it easy to give
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Expressing gratitude
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Immediate recognitionExpressing gratitude
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Immediate recognitionExpressing gratitude
Love and veggies,
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Expressing gratitude
Immediate recognition
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Immediate recognitionExpressing gratitude
<<Salutation>>,
Thank you for your recent support of our 2015 YMCA of Austin Annual Campaign. Anne Frank said, “No one ever became poor from giving,” and we find that to be forever true. When people give, they become richer in the heart and soul.
Your gift of <<Pledge Amount>> is impacting and changing lives at the <<Campaign Branch>> branch each and every day. Because of your generosity, Barbara and her mother were able to take several of our Active Older Adult classes. Here is her thank you to you:
“I became a member of the Bastrop YMCA this past July. It was one of the best decisions I’ve ever made. I joined primarily for lap swimming at the State Park. But shortly after, I signed up for Aqua Fit and Aqua Zumba classes as well as continuingmy lap swimming. In August, I ventured out of my shell and joined the Senior Strength and Flexibility class...WOW! What a great workout. Your trainer is excellent and gives 100 percent to her participants. Then came enrollment for the Balance/Fall Prevention class, which I signed up for primarily for my mother, Barbara, who is 80 years old and lives with us. What a great class. Mom and I recently started the Chair Yoga class. It’s a perfect class for her. We are loving how we feel. Our mental and physical well-being has improved tremendously. Thank you YMCA!”
Your support and compassion are what make these successes possible. Your gift will help save lives and bring communities together.
YMCA of AustinAssociation Office
3208 Red River, Austin, TX 78705Tel: (512) 322-9622 Ext. 103
www.AustinYMCA.org
THANK YOU!
P.S. Inside you’ll find a drawing made especially for you by a child in our Y Afterschool program!
YOUR IMPACTYOUR COMMUNITY
P.S. Inside you’ll find a drawing made especially for you by a child in our Y Afterschool program!
Creative Suitcase & YMCA of Austin #16NTCretention
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Stewardship plan – by donation amountExpressing gratitude
YMCA of Austin ANNUAL CAMPAIGN STEWARDSHIP PLAN
Contributor $1 - $99 � 48-hour thank you letter and handmade bookmark/coloring page from Y-kid (as received; ongoing)
� Pledge completion letter and program highlight card (semi-weekly; ongoing)
� Impact Emails (Monthly; story/program relevant to the season)
� Emailed mid-year report (takes place of July Impact Email)
� Listing on website-version of Annual Report (May of following year)
� “We Did It” thank you email with Video (following Victory, takes place of April Impact Email)
� *First-time donors receive all of the above, plus a special welcome email, survey and year-end
Friend $100 - $499 � All “Contributor” benefits, plus: � Mailed Annual Report (May)
� Mailed Kid-from-Camp postcard (August)
� Giving Card (YMCA Members): Welcome Letter (letter will direct them to branch for key fob and
shirt) (as received; ongoing)
� Personalized thank you email with video (October)
� “Thanks for Giving” card (November Impact email) and “Happy New Year” card (January Impact
email)
Investor $500 - $999 � All “Friend” benefits, plus: � Invitation to Summer Camp Olympics (July) and Healthy Kids Day (April)
� Personal phone call from Annual Campaign Manager and/or Branch Executives (ongoing)
Strong Communities Circle (SCC) FRIEND: $1,000 - $2,999 � All “Investor” benefits, plus: � Recognition on our website giving page (June)
� Handwritten note from program participant (ongoing)
� Printed photo with personalized “Thank You” sign, mailed with handwritten note (July)
� SCC banner (24x48) to be hung in branch of choice (June)
� Invitation to Thanksgiving Breakfast (November) Strong Communities Circle SUPPORTER: $3,000 - $4,999 � All “SCC Friend” benefits, plus: � Mailed Annual Report, with personalized letter from the CEO (May of the following year)
� SCC banner (30x60 in place of 24x48) to be hung in branch of choice (June)
� Name Listed in Annual Report (April of the following year)
� Recognition in an annual Austin American-Statesman ad (August)
� Personal phone call – Youth phone-a-thon (semi-annually in May and September)
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Be sure to thank your staff, board, volunteers, and campaigners
Expressing gratitude
John E. HalliganJoe FischerNicolas KollaschTiffany Patterson
Lisa KadlecAlice FloraRenee DeeterNicholas FulghumLinda Brown
Keith HolmesPablo ValleJoseph FilakChun Yin Kitty HoOctavio Sanchez
James Corbett IISarah KreisnerMaria OcampoStephone Brown
Marco CanoToni BauerJessie PowellKrista WoldRose Bean
Mashariki CannonStephanie Touch
Jennifer Jane MatosMartha Samaniego
Amanda Hickey
Nicholas Van DinhSophia Bradford
Shelby HigginsCarlie Brandt
Barbara Stetzelberger
Kelly SapsteadMeghan BurgessAndrew GoetzKelsey Parker
Marilyn Breedlove
THANK YOU
FAMILY
TOWNLAKE STAFF
MAKING A DIFFERENCE
These staff members have generously donated to our Annual Campaign, showing their support of the YMCA and commitment to healthy living, youth development, and social responsibility.
Community
LOVE
Philanthropy
Scott RoskillyAlison Bravenec
Liza OssenfortAdam West
Paul Owens-Troupe
Melissa KavanaghDonald Ian AtkinsonMary Ann Tumusiime
Barbara A LegereTony Fuentes
Julia Maloukis
Gregory Lynn ClarkNicholas Ryan BakerKathleen O’Connor-SchnackSean DevenportRhonda BadgettCammrynn Stith
Jude HickeyTeresa CarpenterRichard MorenoJoel ResendezPaul Owens-Troupe
Elena Hickey
Srajan Bhagat
Becky WellsJoel ResendezEmily Stoffels
Skylar Johnson
Maggie Savage
Holly Lee
Lily TracyTobias PerkinsHunter PerezJoaquin VillarrealLauren Bickford
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Offline communicationsExpressing gratitude
Creative Suitcase & YMCA of Austin #16NTCretention
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Offline communicationsExpressing gratitude
Creative Suitcase & YMCA of Austin #16NTCretention
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Offline communicationsExpressing gratitude
DO GOOD FEEL GOODStudies show that giving is good for your health. Even better than that, it feels good! Do good and feel good by becoming a ‘Giving Card Member’ today.
Special Giving Card member benefits and events throughout the year...and a cool orange key fob!
To become a Giving Card Member, just add $10 to your monthly membership fees or make a $100+ donation to our Annual Campaign.
All donations help the Austin YMCA fulfill it’s mission to strengthen community.
Join today and start feeling good right away!
AustinYMCA.org l 512-730-9622
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Offline communicationsExpressing gratitude
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Offline communicationsExpressing gratitude
Creative Suitcase & YMCA of Austin #16NTCretention
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Offline communicationsExpressing gratitude
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Online communicationsExpressing gratitude
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Online communicationsExpressing gratitude
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Showcasing Impact
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Showcasing impact
Infographics and data
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Showcasing impact
Infographics and data
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Showcasing impact
Infographics and data
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Infographics and dataShowcasing impact
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VideoShowcasing impact
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Video seriesShowcasing impact
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Video series: YMCA Project 52Showcasing impact
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TimelinesShowcasing impact
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MapsShowcasing impact
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MapsShowcasing impact
Creative Suitcase & YMCA of Austin #16NTCretention
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Implementing retention campaigns
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Segmentation of your donors» By how much they gave» By areas of focus/interest» By age or other demographics» By how they gave
(online vs direct mail vs event)» By preferred method of communication» By when they gave
Implementing retention campaigns
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YMCA of Austin does mini-campaigns» Who we’re going to talk to» And when» By areas of focus/interest and time of year
Implementing retention campaigns
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Types of mini-campaigns» By focus area
• Summer camp• Water safety• Afterschool
» By time of year• Member-giving initiative• Giving tree (in branches)• Year-end
Implementing retention campaigns
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!
Summer&Giving&Campaign&Timeline&(Q2&’15)&&
& & & & &
&
March&‘15&
April&‘15&
May&–&Wk&1&‘15&
May&–&Wk&2&‘15&
May&–&Wk&3&‘15&
May&–&Wk&4&‘15&
Returning&Camper&Testimonial&Cultivation& ! !! ! ! ! !Camper&Testimonial&Photo& ! ! !! ! ! !Draft&Summer&Giving&Postcard& ! ! !! ! ! !Final&approval&of&Summer&Giving&Postcard& ! ! ! !! ! !Postcard&to&printer& ! ! ! !! ! !Draft&Email& ! ! ! ! ! !Draft&&&Schedule&Social&Media&Posts& ! ! !! ! ! !Postcard&in&homes& ! ! ! !! ! !Send&Email&&&Post&Social&Media&& ! ! ! !! ! !! !
Summer Camp Mini-CampaignImplementing retention campaigns
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Summer Camp Mini-CampaignImplementing retention campaigns
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Summer Camp Mini-CampaignImplementing retention campaigns
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Summer Camp Mini-CampaignImplementing retention campaigns
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Summer Camp Mini-CampaignImplementing retention campaigns
2015 YMCA of Austin Annual Campaign
THANK YOU from YMCA of Austin Summer Camp
THANK YOU from YMCA of Austin Summer Camp
We get to do a lot of creative
things here...so much more than
we would be doing at home all day.
-- Amir K., East Communities Y Camper
We get to do a lot of creative
things here...so much more than
we would be doing at home all day.
-- Amir K., East Communities Y Camper
Letter from Camp 2015.indd 1 7/7/2015 12:29:13 PM
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Mini-Campaigns result in about:Implementing retention campaigns
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Implementing retention campaigns
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Use technology to tell you more
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Use technology to tell you moreImplementing retention campaigns
Creative Suitcase & YMCA of Austin #16NTCretention
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Reactivation campaigns» Benefits
• Engage lapsed donors• Clean database• Save costs• Stronger viable donors
Implementing retention campaigns
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Reactivation campaigns» Process:
• Define an active member period of time.• All others become segmented audience for campaign.• Define a message strategy.• Start with the "Hey we've missed you message" and end with
"This is the last time you will hear from us!"• Allow people to opt-in in each message.
Implementing retention campaigns
Creative Suitcase & YMCA of Austin #16NTCretention
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Measuring Results
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Database considerations» Explore needs before features» Frequent needs are:
• talks to other systems• auto cleans/verifies data• moves management• wealth screening components• automates marketing communications• integrates with events• keeps data safe• triggers out of date credit card reminders• easy reporting
Measuring results
Creative Suitcase & YMCA of Austin #16NTCretention
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Report card with key metricsMeasuring results
ANNUAL%CAMPAIGN%METRICS%SCORECARDMetropolitan%Office
2014 2015BUDGET%&%TOTAL%RAISED%IN%ANNUAL%CAMPAIGNTotal&revenue&budget $472,000 $526,300.00Total&raised&in&campaign $382,735.94 $402,712.35%&of&revenue&from&campaign 81% 77%%&growth&over&previous&year 3% 5%%&of&goal&pledged 102% 92%GIFTSTotal&number&of&pledges 351 321#&First&Time&Donors 119 81
MAJOR%GIFTS%AND%RENEWALSTotal&Number& 88 89Total&Dollar&Amount $333,867.36 $356,321.10%&total&raised&from&Major&Gifts 87% 88%#&of&$1,000+&gifts 88 89#&of&$1,000+&renewed 60 70%&of&$1000+&renewed 68% 79%#&under&$1,000& 267 232#&under&$1000&renewed 102 115%&under&$1000&renewed& 38% 50%
BOARD%GIVING#&of&Board&Members 27 28#&of&Board&Donors 27 26%&Board&Giving 100% 93%#&Productive&Board&Campaigners 21 18%&Productive&Board&Campaigners 78% 64%
MEMBER%DONATIONSTotal&Member&Units 867 882Total&#&Member&Gifts 67 64%&Member&Donors 8% 7%
STAFF%GIVING#&Total&Staff 22 22%&Staff&Donors 86% 95%#&of&Staff&Donors 19 21CAMPAIGNERS:%PRODUCTIVITY%(2%OR%MORE%GIFTS)%&%RENEWALS#&Recruited&Campaigners 48 46#&Productive&Campaigners 34 35%&Productive&Campaigners 71% 76%
ANNUAL%CAMPAIGN%METRICS%SCORECARDMetropolitan%Office
2014 2015BUDGET%&%TOTAL%RAISED%IN%ANNUAL%CAMPAIGNTotal&revenue&budget $472,000 $526,300.00Total&raised&in&campaign $382,735.94 $402,712.35%&of&revenue&from&campaign 81% 77%%&growth&over&previous&year 3% 5%%&of&goal&pledged 102% 92%GIFTSTotal&number&of&pledges 351 321#&First&Time&Donors 119 81
MAJOR%GIFTS%AND%RENEWALSTotal&Number& 88 89Total&Dollar&Amount $333,867.36 $356,321.10%&total&raised&from&Major&Gifts 87% 88%#&of&$1,000+&gifts 88 89#&of&$1,000+&renewed 60 70%&of&$1000+&renewed 68% 79%#&under&$1,000& 267 232#&under&$1000&renewed 102 115%&under&$1000&renewed& 38% 50%
BOARD%GIVING#&of&Board&Members 27 28#&of&Board&Donors 27 26%&Board&Giving 100% 93%#&Productive&Board&Campaigners 21 18%&Productive&Board&Campaigners 78% 64%
MEMBER%DONATIONSTotal&Member&Units 867 882Total&#&Member&Gifts 67 64%&Member&Donors 8% 7%
STAFF%GIVING#&Total&Staff 22 22%&Staff&Donors 86% 95%#&of&Staff&Donors 19 21CAMPAIGNERS:%PRODUCTIVITY%(2%OR%MORE%GIFTS)%&%RENEWALS#&Recruited&Campaigners 48 46#&Productive&Campaigners 34 35%&Productive&Campaigners 71% 76%
ANNUAL%CAMPAIGN%METRICS%SCORECARDMetropolitan%Office
2014 2015BUDGET%&%TOTAL%RAISED%IN%ANNUAL%CAMPAIGNTotal&revenue&budget $472,000 $526,300.00Total&raised&in&campaign $382,735.94 $402,712.35%&of&revenue&from&campaign 81% 77%%&growth&over&previous&year 3% 5%%&of&goal&pledged 102% 92%GIFTSTotal&number&of&pledges 351 321#&First&Time&Donors 119 81
MAJOR%GIFTS%AND%RENEWALSTotal&Number& 88 89Total&Dollar&Amount $333,867.36 $356,321.10%&total&raised&from&Major&Gifts 87% 88%#&of&$1,000+&gifts 88 89#&of&$1,000+&renewed 60 70%&of&$1000+&renewed 68% 79%#&under&$1,000& 267 232#&under&$1000&renewed 102 115%&under&$1000&renewed& 38% 50%
BOARD%GIVING#&of&Board&Members 27 28#&of&Board&Donors 27 26%&Board&Giving 100% 93%#&Productive&Board&Campaigners 21 18%&Productive&Board&Campaigners 78% 64%
MEMBER%DONATIONSTotal&Member&Units 867 882Total&#&Member&Gifts 67 64%&Member&Donors 8% 7%
STAFF%GIVING#&Total&Staff 22 22%&Staff&Donors 86% 95%#&of&Staff&Donors 19 21CAMPAIGNERS:%PRODUCTIVITY%(2%OR%MORE%GIFTS)%&%RENEWALS#&Recruited&Campaigners 48 46#&Productive&Campaigners 34 35%&Productive&Campaigners 71% 76%
2014 2015
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Action plans to address key goalsMeasuring results
%%
Goal%2:!!Major%Gifts%&%Renewals!!
•! Trend:!Relatively!same!amount!of!major!donors!without!increase!in!businesses!or!outside!community!
contributing!financially.!Increase!from!2013!to!2014!by!15%.!!
•! Goal:!To%increase%major%gift%total%by%3%%by%focusing%on%stewardship%of%current%donors%and%recruitment%of%new%businesses%to%support%our%cause%and%impact%in%the%community.!!
•! Action%Plan:%Educate%and%engage%our%current%donors%&%make%introductions%to%prospective%donors%in%order%to%advocate%for%the%Y%as%a%Charity%of%Choice%while%building%relationships%with%community%donors.%%%
%Calendar:%Month% Goal% Who?% Status%June! Create!resource%document!of!surrounding!businesses!and!
philanthropic!agencies!with!a!similar!mission.!Make!contact!and!
determine!giving!calendar!and!requirements.!!!
Staff!&!Board!
Development!
Committee!!
Behind…not!
started!!!
July! Create!resource%document!of!Hays!Members!who!have!the!capacity!of!
giving!a!major!gift.!Make!contact!list!and!distribute!to!board!&!staff!to!
see!who!has!connections.!!Board!divides!resource%document!and!other!potential!prospects!and!complete!giving!calendar!and!written%engagement%plan.!!
Staff!&!Board! Not!started.!!
Need!
support!
from!Dev!
on!I+wave!!
August! Development!a!case!statement!&!set!major!gifts!calendar!to!include!
establishing!a!POC,!Program!Tours,!and!visits!with!
staff/volunteers/program!participants.!!
Staff!&!
Board.!!Lead!
by!AC!Chair.!!
!
September! Annual!Campaign!up+date!letter!sent!to!all!previous!major!donors.!!Up+
date!letter!includes!program!tour!dates.!!Thank!you!video!from!staff!to!
all!major!donors!via!email.!!
Staff.!! !
October! Personal!visit!with!previous!donors!that!would!include!the!donor!ask!
for!the!2015!campaign.!Call!all!board!and!staff!to!get!up+date!on!where!
they!are!on!their!engagement%plan.!!!!
Campaign!
Chair,!ED,!
and!Board!
Chair.!!!
!
November! Board!retreat.!!All!returning!major!gifts!have!been!solicited!and!pledge!
card!turned!in.!!Up+date!to!all!in!major!gifts!engagement!plan.!!
All!! !
December! Annual!Campaign!Social!on!! All!! !
January! Reports!to!board!on!major!gift!securement!and!next!steps!for!campaign!
at!board%meeting.%%!Board!
Finance!
Committee!
!
%%%%%%%
Creative Suitcase & YMCA of Austin #16NTCretention
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Y Austin 6-year Annual Campaign TotalsMeasuring results
1.2 mil
1 mil
800k
600k
400k
200k
2010 2011 2012 2013 2014 2015
Creative Suitcase & YMCA of Austin #16NTCretention
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Recap
›❯ Making it easy to give›❯ Expressing gratitude to your donors›❯ Showcasing impact›❯ Implementing retention campaigns›❯ Measuring results
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Don’t Forget
›❯ Complete the survey!po.st/pS7bMD
›❯ Get the slides!creativesuitcase.com/16ntc
›❯ BONUS! Marketing template.
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