Developing a Relationship Management Systemafpminnesota.org/wp-content/uploads/Webinar-Handout-2014-07-10.pdfJennifer Filla A long time ago in a far-away career, Jen Filla got hooked

Developing a Relationship Management System

Presented by:

Jennifer Filla

July 10, 2014

1:00 – 2:30 p.m. Eastern

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July 10, 2014

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SITE ROSTER

mailto:[email protected]

Jennifer Filla

A long time ago in a far-away career, Jen Filla got hooked on research as a legal

secretary. When she discovered the nonprofit world had a need for research she

was excited to transfer her skills. Now she leads Aspire Research Group,

ensuring that fundraising operations across the country have access to the

benefits of professional prospect research. She is a popular speaker and trainer

on using prospect research effectively.

Jen received a B.S. from Neumann University and is a member of the

Association for Professional Researchers for Advancement (APRA) and the

Association for Fundraising Professionals (AFP). She co-wrote with Helen Brown

the book, Prospect Research for Fundraisers: The Essential Guide, which is part

of the Wiley/AFP Fund Development Series. She is a former trustee of Habitat for

Humanity of Delaware County and The Center Foundation.

7/2/2014

1

with Jen FillaAspire Research Group LLC

Jen Filla, PresidentAspire Research Group LLC

Aspire Research Group assists organizations throughout the country that are...

• Concerned about finding the right prospects• Worried about what size gift to ask for• Struggling to meet major gift goals

7/2/2014

2

At the end of this webinar, you should be able to... 1. Explain the three main parts 2. Name the fundamental pieces3. Get started creating (or tweaking)

Actions or Moves

Ratings

Reports

7/2/2014

3

The most successful fundraising institutions have solid prospect management programs. Organizations that seemingly out-raise their potential have dedicated systems focused on their constituents. The entire organization revolves around the prospect relationship.

-Joshua Birkholz in Fundraising Analytics: Using Data to Guide Strategy

• No urgency to reach goals (what goals?)• Spend your scarce time with those who can’t give• Trip over each other’s prospects

7/2/2014

4

In your office, does everyone know what actions lead to a major gift?

1. Yes! We have agreed on a few simple, clear actions.

2. Yes! But we have more than 5 types of actions to be tracked.

3. No. Actions? Is that the same as sending mail appeals?

• Phone calls• Face to Face Visits

And those other things...• Benevon Point of Entry

Tours• Corporate and

Foundation Relations

Actions or Moves

Ratings

Reports

7/2/2014

5

It’s an action if one of these happened:• Outcomes met the purpose• Advanced the prospect

relationship• Something new was learned• Contact resulted in a next

step

Credit: Lisa Howley at Johns Hopkins

Actions or Moves

Ratings

Reports

• Assign numbers• Look at past

performance and/or track and then evaluate

• Incorporate into your staff performance outcomes

Actions or Moves

Ratings

Reports

7/2/2014

6

Gift Asked Gift Made

Months

between 1st

action & gift

# of

F2F

Visits

# of

Phone

Calls

$100,000 $50,000 18 3 5

$1 MM $1.5 MM 24 15 23

$500,000 $500,000 19 5 10

Average

(Mean) 20 8 13

Remember Mean – Median – Mode?

Does your leadership use the reporting from your Relationship Management System to make decisions or otherwise take action?

1. Yes! We know if we are going to meet our fundraising goals.

2. No. Reports? What reports?

3. System? We don’t have a system!

7/2/2014

7

• Actions• Prospect Review• Leadership Review

Actions or Moves

Ratings

Reports

• Daily, weekly, monthly• Whatever works to make

sure you take the action• Every prospect assigned to a

staff member should have an action in the future

Actions or Moves

Ratings

Reports

7/2/2014

8

• In-person meeting• Review all prospects in pool• Review prospects that

haven’t moved• Discuss obstacles• Assign new prospects

• Do NOT make this a recitation of visits made!

• Should be one-hour or less

Actions or Moves

Ratings

Reports

Who What Jan Feb Mar

DD Face to Face Visits 5 10 15

DD Phone Calls 30 25 40

ED Face to Face Visits 2 5 4

ED Calls 5 10 8

7/2/2014

9

As of:

Successful

Solicitation

% of

Goal

Planned

Solicitation

Total

Solicitation

% of

Goal

Campaign

Goal for

FY2013

6/11/2013 $125,000 50% $285,000 $410,000 164% $250,000

Has your fundraising office had the donor database screened for wealth?

1. Yes! We used a vendor and the ratings are in the database.

2. No. We have not had a wealth screening.

7/2/2014

10

• Using the term loosely – includes key fields for tracking

• Minimum fields:• Capacity• Affinity/Inclination/Propensity• Readiness or Prospect Stage• Target Ask and Date• Assigned staff

Actions or Moves

Ratings

Reports

Track

Prioritize

Report

• Leadership Buy-In• Policies and procedures• Tied to Performance• Database integration

7/2/2014

11

• If your executive director refuses to enter any call reports...

• If leadership doesn’t want it, staff accountability suffers

Policy solves problems like these:• Multiple interpretations of terms• Confusion over who is responsible• How to solve disputes

Procedures solves problems like these:• Staff leaves and new person has no

idea how to enter a contact report• Staff with only partial role forgets what

to do• Non-technical staff makes decision

that makes reporting impossible

7/2/2014

12

• Gift officers must be evaluated on specific action and other goals

• “If it’s not in the database, it didn’t happen”

• “If it’s not in the database, it didn’t happen”

• As much as possible, reports should print right from the database

7/2/2014

13

• Small local food bank• Community hospital• University with multiple schools

Reports Ratings Actions

• Daily action dashboard

• Monthly action report that gets reviewed weekly in a 20-min impromptu

• Quarterly prospect review

• Executive review of dollar goal

• Casual performance review from monthly action report

• RFM score • Capacity• Solicitation status• Proposal – target

ask; target ask date; gift amount

• Assigned staff

• Tracking face to face, calls and tours

• Description of what happened –no special format

• Always a future action (prospect review helps)

7/2/2014

14


• Daily action dashboard

• Monthly prospect review meeting

• VP review of $$ and performance (3 reports)

• Annual performance reviews

• Capacity rating• Affinity score• Prospect stage• Prospect type• Proposal – target

ask; target ask date; gift amount; gift type

• Assigned staff• Assigned board

member

• Tracking face to face, calls, stewardship

• Description of what happened –no special format

• Always a future action


• Dashboard with actions & key metrics

• Weekly action & performance report reviewed with supervisor

• Monthly prospect review meeting

• VP review of $$ and performance for each school

• Quarterly performance reviews

• Capacity rating• Affinity score• Inclination score• Internal Score• Prospect stage• Prospect readiness• Prospect type• Proposal – target

ask; target ask date; gift amount; gift type

• Assigned primary and secondary staff

• Assigned volunteer

• Tracking all actions attached to major gift proposal by type

• Specific format• Always a future

action

7/2/2014

15

Take Action!• Leadership: Do you need it? Does leadership

want it? Will staff be held accountable for performance?

• Actions/Moves: Sketch a flow chart for your major gift cycle. Turn that into a first draft of your relationship management policy.

• Infrastructure: Can your database handle what you need? Are additional modules available? Do you have the manpower for the roles you describe in your policy?

Jennifer FillaAspire Research [email protected]: @jenfilla

7/2/2014

16

Andrew WelkleyProduct Marketing Manager

@blackbaud

Your Guide to the Donor Experience

As people have evolved, so have their fundraising

preferences and expectations. The Constituent

Lifecycle, the latest eBook from Blackbaud, breaks

the lifecycle of a constituent into four steps,

identifying strategies you can apply to connect with

and engage supporters in today’s digital world.

www.blackbaud.com/desktopreference

For a listing of the 2014 AFP Webinar Series, please visit our

website at www.afpnet.org in the professional development section.

Coming Next….

July 22, 2014

1:00 – 2:30 p.m. ET

Building Donor Loyalty: How to

Double Your Major Gift Revenue

Rachel Muir, CFRE

Developing a Relationship Management System by Jen Filla, Aspire Research Group LLC

Overview and Tips

The 3 Gears in Motion

1. Actions or Moves • Actual calls and face-to-face visits with prospects

• This is the largest piece in terms of time, energy and

resources

2. Ratings • Ratings prioritize your list and keep you focused on

those who are most willing and capable

• Ratings are the items you track so that you can

measure your progress and might include:

o Capacity

o Affinity and Inclination

o Readiness or Prospect Stage

o Target Ask and Target Ask Date

3. Reports • Actions – Frequent or daily report to keep on top of and count the actions that matter most

• Prospect Review – Report that allows you to regularly review the assigned donor pool

• Executive Review – Report that demonstrates your team’s progress toward goal at a glance

Super User Tips Lisa Howley, Director of Relationship Management at Johns Hopkins Institutions, uses a clear definition

of an action you may wish to adopt at your organization. An action must meet one of the following

criteria:

• Outcomes met the purpose

• Advanced the prospect relationship

• Something new was learned

• Contact resulted in a next step

In his book, Fundraising Analytics: Using Data to Guide Strategy, Joshua Birkholz calls upon his years

and experience as a consultant to make the following statement:

The most successful fundraising institutions have solid prospect management programs.

Organizations that seemingly out-raise their potential have dedicated systems focused

on their constituents. The entire organization revolves around the prospect relationship.

Actions or Moves

Ratings

Reports


Super User Tips (cont’d)

Remember that creating and implementing a prospect tracking system will create more work for your

team. It means recording information and meeting and reviewing regularly to be sure you are on track.

The goal is to turn that extra effort into stronger performance - more and larger gifts. A tight focus on

prospects should also begin to shorten the time between identification and solicitation.

Keep prospect review meetings to under two hours and set the agenda to match the need. For

example, if gift officers are not moving highly rated prospects, set the agenda to review specific

prospects. As you near the end of the third quarter, you might want to set the agenda to review all

solicitations scheduled to close in the fiscal year.

In her book, A Kaleidoscope of Prospect Development: The Shapes and Shades of Major Donor

Prospecting, Bobbie J. Strand tells us the following:

Prospect management meetings are intended (and, therefore, should be designed) to

bring development staff together in a routine and systematic fashion so that they can:

• Build skills and share insights

• Discuss management issues they may have with new or assigned prospects

• Share and review prospect information

• Assign management for strategic plans and actions

• Track individual prospect and overall fundraising progress

Whether you are planning a new prospect tracking system or re-structuring an existing system, be sure

to set aside enough time to think it through carefully and test it out with staff member feedback. Any

system you implement needs to work both in the database and with every staff member who must

interact with it.

Get leadership to weigh-in early on about what is most important to know. What questions do they

want to have answered about prospects? If you are in a small development office you may find that

you can work well answering a few key items about your prospect pool. If you are in a very large office

you will need to answer a much more complex set of interrelated questions.


Relationship Management Evaluation

Rank your current Relationship Management system from 1 to 10 on the line for each area.

1 is the center of the circle and 10 is the outside of the circle by the words.

� What works well in your Relationship Management system?

� What needs to be changed?

� Is your system too simple or too complicated to raise productivity?

Actions

Proposals Ratings

Action Reports

Executive Review

Clean

Data

Urgency / Commitment

Prospect Review

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Relationship Management Policies

University of Chicago, Prospect Management Process & Policy Guidelines (2011) https://griffinhelp.uchicago.edu/griffinhelp/Policy%20%20Procudure%20Documents/UniversityPMPolicy-4-28-2011.pdf

University of Washington, University Advancement, Relationship Management Policy (2011) https://depts.washington.edu/uwadv/wp-content/uploads/2011/10/University-of-Washington-CURRENT-Relationship-Management-

Policy.pdf

University of Southern California, University Advancement, Relationship Management Policies

and Procedures (2011) http://www.usc.edu/advancement/pdfs/RMATS/USC%20RMATS%20Policies-and-Procedures.pdf

RMIT University (Australia), Donor Relationship Management Procedures (2012) http://www.rmit.edu.au/browse;ID=s1nwtrxxa1fu

4 essential elements of relationship management (Lisa Howley), The NonProfit Times (2011) http://www.thenonprofittimes.com/management-tips/4-essential-elements-of-relationship-management/


Ratings Definitions

Rating Term: “Capacity” “Wealth” “Ability”

What it is: The largest dollar range within which the prospect is capable of giving

Who does it: Usually determined through research such as a wealth screening, peer review, or a profile

What it might look like: $1 million+

$500,000-$999,999

$50,000-$499,000

$5,000-$49,999

Rating Term: “Inclination” “Propensity”

What it is: Past giving to you or other organizations, private foundation giving, and volunteer and leadership

positions; also known as philanthropic inclination

Who does it: Usually determined through research; might become known through conversation or news

interviews with the prospect

What it might look like: Donor to us - Donor to us and others - Donor to others - Non-donor

Rating Term: “Affinity”

What it is: How close the prospect is to your organization (e.g., trustees are very close and someone who has no

contact with you is not close)

Who does it: Can be determined by indicators in your database (e.g., event attendance, consecutive giving,

volunteering, etc.) and through personal contact with the prospect

What it might look like: Insider - Active - Inactive - Distant

Rating Term: “Readiness” “Prospect Stage”

What it is: How ready the prospect is to make a gift; what stage of the gift cycle is s/he in

Who does it: Usually determined by the person who is interacting directly with the prospect or based on that

person’s contact reports

What it might look like: Identified - Qualified - Disqualified

Cultivation - Solicitation - Stewardship

Could this fit your

recognition levels?

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I was a participant in the AFP Webinar held

July 10, 2014

1:00 – 2:30 PM Eastern


Presented by:

Jennifer Filla

Full participation in this session is applicable for 1.5 points in Category 1.B – Education

of the CFRE International application for initial certification and/or recertification.

Signed__________________________________________________________

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July 10, 2014


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JANUARY 28, 2014, TUESDAY

Inbound Marketing: The Latest Techniques

To Attract More Donors, Volunteers and Others

Allan Pressel

FEBRUARY 12, 2014, WEDNESDAY

Developing Earned Income Streams For Your Nonprofit

Mazarine Treyz

FEBRUARY 27, 2014, THURSDAY

Firing Lousy Board Members – And Helping the Others Succeed Simone Joyaux, ACFRE

MARCH 13, 2014, THURSDAY

Millenial Motivation: What Makes Millenials Want

To Give

S. Michelle Cline, J.D.

MARCH 26, 2014, WEDNESDAY

The Shifting World of Business and Community Jocelyne Daw, Joe Waters

APRIL 9, 2014, WEDNESDAY

Creating a Breakthrough Strategy for Your Nonprofit Robert Sheehan, Ph.D., CFRE

APRIL 24, 2014, THURSDAY

Development from the Donor’s Perspective

Alice Ferris, MBA, ACFRE

Jim Anderson

MAY 7, 2014, WEDNESDAY

Major Gifts for Small Shops

Amy Eisenstein, ACFRE

MAY 20, 2014, TUESDAY

Case Studies: 24 Hour Turn Around Campaigns

Michelle Conklin, CFRE

JUNE 12, 2014, THURSDAY

6 Figure Fundraising: How to Create and Run Your First

$100,000+ Major Gifts Campaign

Sandy Rees, CFRE

JUNE 25, 2014, WEDNESDAY

Creative Design for Fundraising Campaigns

Derrick Feldmann

JULY 10, 2014, THURSDAY


Jennifer Filla

JULY 22, 2014, TUESDAY

Building Donor Loyalty: How to Double Your Major Gift

Revenue

Rachel Muir, CFRE

AUGUST 13, 2014, WEDNESDAY

Opening the Door to Major Gifts: Mastering the

Discovery Call

John Greenhoe, CFRE

SEPTEMBER 9, 2014, TUESDAY

Extreme Social Media Makeover: Nonprofit Edition!

Allan Pressel

SEPTEMBER 24, 2014, WEDNESDAY

Getting Your Organization Onboard with Fundraising:

Weaving a Philanthropic Culture

Andrea McManus, CFRE

OCTOBER 8, 2014, WEDNESDAY

Incorporating Stories Into Your Fundraising Program Leah Eustace, CFRE

OCTOBER 21, 2014, TUESDAY

Fundraising Basics Brian Bonde, ACFRE

NOVEMBER 18, 2014, TUESDAY

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Erik Daubert, MBA, ACFRE

DECEMBER 10, 2014, WEDNESDAY

Small Shop Success: Building Something from Nothing –

Starting a Well-Rounded Development Program

Amy Wolfe, MPPA, CFRE


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January 28, 2014: Inbound Marketing: The Latest Techniques To Attract More Donors, Volunteers and Others – Allan Pressel

February 12, 2014 Developing Earned Income Streams For Your Nonprofit – Mazarine Treyz

February 27, 2014 Firing Lousy Board Members – And Helping the Others Succeed – Simone Joyaux, ACFRE

March 13, 2014 Millenial Motivation: What Makes Millenials Want To Give – S. Michelle Cline, J.D.

March 26, 2014 The Shifting World of Business and Community – Jocelyne Daw, Joe Waters

April 9, 2014 Creating a Breakthrough Strategy for Your Nonprofit – Robert Sheehan, Ph.D., CFRE

April 24, 2014 Development from the Donor’s Perspective – Alice Ferris, MBA, ACFRE and Jim Anderson

May 7, 2014 Major Gifts for Small Shops – Amy Eisenstein, ACFRE

May 20, 2014 Case Studies: 24 Hour Turn Around Campaigns – Michelle Conklin, CFRE

June 12, 2014 6 Figure Fundraising: How to Create and Run Your First $100,000+ Major Gifts Campaign – Sandy Rees, CFRE

June 25, 2014 Creative Design for Fundraising Campaigns – Derrick Feldmann

July 10, 2014 Developing a Relationship Management System – Jennifer Filla

July 22, 2014 Building Donor Loyalty: How to Double Your Major Gift Revenue – Rachel Muir, CFRE

August 13, 2014 Opening the Door to Major Gifts: Mastering the Discovery Call – John Greenhoe, CFRE

September 9, 2014 Extreme Social Media Makeover: Nonprofit Edition! – Allan Pressel

September 24, 2014 Getting Your Organization Onboard with Fundraising: Weaving a Philanthropic Culture – Andrea McManus. CFRE

October 8, 2014 Incorporating Stories into Your Fundraising Program – Leah Eustace, CFRE

October 21, 2014 Fundraising Basics – Brian Bonde, ACFRE

November 18, 2014 Growth in Giving/Fundraising Effectiveness Project – Erik Daubert, MBA, ACFRE

December 10, 2014 Small Shop Success: Building Something from Nothing – Starting a Well-Rounded Development Program – Amy Wolfe MPPA, CFRE

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