House Of Development Presentation #10

Tapp Network Cogeo Educational SeriesPresentation #10May 12th, 2020House of DevelopmentThe Importance of StewardshipTools & TacticsROB KUSELManaging Director of Consulting Services, Cogeo, Inc.WITT GODDENDirector of Strategic Marketing, Tapp Network1

Cogeo & Tapp NetworkCogeo provides fundraising advice and execution servicesto nonprofits across the United States to optimize theirefficiency and long-term sustainability. Cogeo’smanagement team has 40 years of fundraisingexperience raising over 600 million for more than 100nonprofit organizations.Tapp Network provides digital marketing and technologyservices to the world’s leading nonprofits. Tapp serves asan extension of your digital team from website and mobileapp development to full-funnel campaigns to accelerateyour impact and funding.2

Today’s Webinar10th of 11-sessions of the educational webinar series:1.2.3.4.5.6.7.8.9.10.11.3Introduction to the House of Development Building the Foundation of the House The House Cornerstone 1: Fundraising Events The House Cornerstone 2: Annual & Membership Giving Floor 2: Corporations & Foundations Floor 2: Major Gifts Floor 2: Planned Gifts Treasures in The Attic: Capital Campaigns for New & Improved Facilities Raising the Roof: The Art of the Transformational Gift The Importance of Stewardship- Tools and TacticsKeeping Your House Organized

House of DevelopmentST4EWARDSHIPSTEWARDSHIPStewardship

Goals & Context for TodayDefinitionAwareness and understanding of what stewardship is.RelevancyUnderstanding the tactical role of stewardship within eachroom of the House of Development.ReadinessA better awareness of how to analyze and evaluate yourorganization’s current stewardship practices in all fundraisingareas.Data ManagementHow clean-and-organized data systems are vital for executingeffective stewardship over time.5

Definition of StewardshipThe acts performed by an agency with a donor, after a donor hascontributed to an organization, that aim to indirectly or directlyvalidate the purpose for the contribution as well as promote thelikelihood of additional contributions from the donor in the future.Moves Management: A series of intentional donor-centric movesto keep a donor invested in an agency over time.6

Annual & Membership stewardship 7Formal acknowledgement from agencyAdditional acknowledgements/donor-centricAgency updates- messaging from ED andother key stakeholdersAgency newsletters/blogs/updates(digital & paper)Digital storytelling (video, photos) andrepositories of program information/datavia agency’s websiteSocial media contentAnnual reports

Use Your CRM8

Event stewardship 9Gala, cultivation event, virtual event, funrun/walk A-thon events Pre-event immediaterecognition/acknowledgementfor any event-asset acquired In-event donor-and-sponsorrecognition/ event guide signage Post-event event description and success donor-centric moves onquarterly rotation

PRE-EVENT 10Social Media KitsUnique HashtagsRegistration ContestsDURING EverwallPhoto ContestsSocial Story FiltersSponsorship TakeoverFacebook LivePOST-EVENT Video HighlightsTestimonialsRecaps

Corporations & Foundations stewardship 11Quarterly updates from DoD or ED tocorporate or foundation contact person(s) Annual contribution / 4 Quarterly moves managementrotation How funds were leveraged Success stories/results from theapplication of fundsSignificant milestones Goals and/or metrics achieved Meet contractual/proposalobligationsDemographics reached (corporate) Metrics realized for the quarter(impressions, facility visits, et.al.)

High Net Worth- Major Gifts stewardship 12Quarterly updates from DoD or ED todonor entity (ind/couple/family) Annual contribution /4 Quarterly moves-managementrotation- Donor centric How funds were leveraged Success stories/results from theapplication of fundsSignificant milestones Goals and/or metrics achievedCase Statement updates - timing ofannual meeting

Planned Gifts stewardship 13Legacy Society marketing Initial program launchcommunication outlining programdetails & opportunities Bi-annual communication outliningopportunities to selectdemographics Encourage bequest-programdesignations in all externalmarketing Annual luncheon- treat LegacySociety members like investors Donor-centric moves

Know the Funnel14

Capital Campaign stewardship 15Build-out v. EndowmentNaming rights portfolio/ Donor-wallrecognitionCampaign communications/events onmilestone achievements Incremental raised toward goallead gifts promoted throughoutduration of campaign Campaign kick-off event Promote significant funders to thecampaign Completion of campaign phases Groundbreaking event Campaign closure celebration eventPost-campaign stewardship Bi-annual impact updates

Transformational Gift stewardship 16Ongoing highly personal updates fromED/DoD; donor-centric frequency ofmoves managementNaming rights v. Endowment FundLifelong stewardship Consistent, broad communitycommunication honoring the gift inperpetuity Endowed Funds: annualinvestment performance updates

Landing Page vs Microsite17

Landing Page vs Microsite18

Offline Conclusions Stewardship is the fundamental backbone of all development(fundraising) best-business practices. HNW: Seven faces of philanthropy- none are offended1. The Communitarian: Doing Good Makes Sense.2. The Devout: Doing Good is God's Will.3. The Investor: Doing Good is Good Business.4. The Socialite: Doing Good is Fun.5. The Altruist: Doing Good Feels Right.6. The Repayer: Doing Good in Return.7. The Dynast: Doing Good is a Family Tradition. Performing consistent-and-effective stewardship practices will setyou apart from your competition.19

Digital Conclusions CRM is your best friend Know your audience Connect with the right people at the right time Mobile Friendly is Key Accessible and in the Palm of your Donor Communicate and Showcase Email, Website, Social Media Don’t Just Tell the Story -- Show It Pictures, Video, Infographics, Motion Graphics Stay Current and Consistent Newsletters, Webpages, Blogging20

Q&A21

What’s Next?Join Cogeo & Tapp in future webinars tofurther explore each room of the house.Look for future communications from Tappon the timing of the monthly webinar.Questions or Comments?Reach out to us at: Rob Kusel at rk@cogeo.us or707.235.6570 Witt Godden HIP

HNW: Seven faces of philanthropy- none are offended 1. The Communitarian: Doing Good Makes Sense. 2. The Devout: Doing Good is God's Will. 3. The Investor: Doing Good is Good Business. 4. The Socialite: Doing Good is Fun. 5. The Altruist: Doing Good Feels Right. 6. The Repayer: Doing