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Having a Donor Database You Love

Having a Donor Database You Love

Q: How do you define a “good donor database?”
A: Have you—personally—used it in the last 24 hours?

I clearly recall, way back in 1992, purchasing the first database program for our school with my own money. I knew then that if I was going to be successful as the sole staff member working on fundraising, a great database would be essential. Most of my days were spent sitting at a little desk in front of my computer screen with my headset on, reconfirming Point of Entry guests, making follow-up calls, making phone calls to supporters and donors, and tracking every single conversation in our database.

Years after I left the school, subsequent development directors thanked me for setting up that database and for the quality and detail of my notes, which taught them the importance of entering such critical information.

Rather than regard the database as a burden or annoyance or something to be “managed” by someone who is peripheral to the process, I have always thought of my database as the full-time equivalent of a super-smart staff member or member of my team.

I recommend you design it to be something that you and each team member can rely on as your personal memory bank, diary, or journal.

In other words, consider that your tracking system could be something you love!

Use your database to track Point of Entry guests, information gathered from each question in the follow-up call, cultivation contacts, volunteer involvement, Ambassador activity, Ask Event Table Captains, gifts and pledges, ongoing major gifts cultivation, and one-on-one Asks.

Furthermore, if it is properly secured, easy to use, readily accessible to everyone on your team, and linked to a calendar function, it can become an easy and natural way to communicate updates on donor contacts, manage the next contacts for each donor, and manage your overall cultivation calendar as well.

Here are Benevon’s minimum requirements for your donor tracking software if you are serious about implementing the model.

Tracking System—Minimum Requirements:

  • Has a sufficient notes section for tracking conversations and relationships over time, not just basic contact information and gift history
  • Tracks follow-up call dates, messages left, and what was said on the call
  • Easy to use by everyone on your team
  • Interfaces with your website, so that website information is captured directly into the database
  • Delivers and stores individual and mass emails
  • Provides a log of contacts
  • Built-in tickler system, so that all notes have dates and action items that link to the appropriate date in your daily planner
  • Tracks relationships between people
  • Tracks which events people attended (when invited and by whom)
  • Tracks which mailings/contacts people responded to

To summarize, your tracking system should be the one solid, reliable repository for the chronology of every contact with each donor, potential donor, and volunteer. That is the only way everyone who has access to your database will come to count on this as the sole source for up-to-the-minute information on each donor.

Learn more about Bloomerang for Benevon, a special version of the Bloomerang software that incorporates Benevon’s model for engaging and developing relationships with individual donors.

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Ask Benevon: The Ask Event is Not a First Date

Ask Benevon: The Ask Event is Not a First Date

Q: If you only have two months until your Ask Event, and only half of the people on a Table Captain’s list of invitees have been through a Point of Entry, do they still invite them to the breakfast? Or do they invite them to a Point of Entry instead and then try to invite them to the breakfast in the follow-up call from the Point of Entry? Relatedly: If you have a new Table Captain that hasn’t had a single person on their list come to a Point of Entry, do they invite them to the breakfast or still try to do the Point of Entry first?

 Kimberly in California

A: The only reason to have an Ask Event is to “harvest” all of the good cultivation work you have been doing with the prior year’s Point of Entry guests. The Ask Event is not a substitute for a Point of Entry. Inviting people to the Ask Event as their first exposure to your organization is akin to having first-time guests to your home enter through the back door.

Many nonprofits that attempt to “self-implement” our model, without having a system for developing Ambassadors who fill their Points of Entry, get boxed into a pre-established Ask Event date and then default, out of necessity, to filling that event with traditional Table Captains who dutifully call friends and colleagues to reciprocate prior favors by joining them at their table.

You need a minimum of 50% of your Ask Event guests to be people who have attended a Point of Entry in the prior twelve months. You also want 100% of your Table Captains to have served as Ambassadors in the prior year; this is a key factor in accomplishing the prior goal.

If someone hasn’t invited a single person to a Point of Entry, we would not suggest having them serve as a Table Captain. Engage them in serving as an Ambassador by working to get at least ten people to a Point of Entry and then continue to cultivate them towards being a Table Captain at next year’s Ask Event.

I hope this helps to clarify. Good luck with your event.

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Benevon’s Key Metric #3

Benevon’s Key Metric #3

Think you already know what the Benevon Model is? Think again!

We have distilled five key metrics to ensure your success. Here’s the third one:

One hundred percent of Ask Event Table Captains have been successful Ambassadors in the prior 12 months.

Answer these seven questions to see how your organization is doing at meeting this third key metric:

  1. How many Ambassadors does your organization have? An Ambassador in the Benevon Model has attended a prior Point of Entry Event and has then hosted and filled a private Point of Entry with a minimum of ten guests in attendance.
  2. Are you having a minimum of two sizzling private Point of Entry Events per month, each hosted and filled (with ten or more guests) by an Ambassador?
  3. Are you recruiting a minimum of one new Ambassador out of every Point of Entry Event?
  4. Do you have a process for supporting these eager new Ambassadors in being successful at hosting and filling their Point of Entry Event or are you expecting them to follow through on their own?
  5. Have you calculated how many Ambassadors you will need in the next nine to twelve months to ensure you will have enough Table Captains for the size of Ask Event you want to have?
  6. Have you committed to an Ask Event venue that is too large for the number of successful Ambassadors you will likely have this year? Do you have the flexibility to reduce the size of your event to meet this metric, i.e., are you willing to scale your event to the number of true Ambassadors you will have by the time of the event?
  7. Or conversely, are you counting on board members, prior years’ Table Captains, and staff to help you out in the end by “filling tables” with their friends and colleagues who have never attended a Point of Entry?

Organizations that are rigorous about meeting this metric may have smaller Ask Events but they are able to meet Benevon’s formula for a successful Ask Event:

  • Formula: take the number of people who attend your Ask Event and divide by two, then multiply by $1,000.
  • For example, a 200-person Ask Event would yield $100,000 in cash and pledges.
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What Size Tables for the Ask Event?

What Size Tables for the Ask Event?

Q: Our organization has been utilizing the same venue for our annual fundraiser for four years now, and my supervisor and I are looking at a different venue for next year.

We like the new venue because it has a bigger space (since the past years have been a bit tight); however, they can only provide ten round tables that seat ten to twelve people. The remaining tables can only seat up to nine. Do you have any suggestions for how we can work around this in regard to the Benevon Model?

We think perhaps trying to recruit more Table Captains for more tables, but they would only be able to invite up to eight people instead of ten to twelve.

Nicole in Oregon

A: The number one criteria for someone to serve as a Table Captain at the Ask Event is that they have been a prior Ambassador, hosting and filling a Point of Entry Event for ten or more people in the prior twelve months. Before you look at expanding your event and recruiting more Table Captains, we would recommend that you look at how many of last year’s Table Captains had been prior Ambassadors.

If it wasn’t 100%, rather than having more tables, we’d coach you to focus instead on having 100% of your Table Captains be prior Ambassadors. We find that Table Captains who have been prior Ambassadors bring people to the Ask Event who have already been cultivated by attending a Point of Entry and receiving at least one follow-up call. Guests who have attended a prior Point of Entry give on average two to four times more money when they come to the Ask Event. Perhaps you can make do with fewer tables and focus on quality over quantity when it comes to guests at the event.

Assuming that you will need more than ten tables, we’d suggest you use the nine-person tables and just squeeze in a tenth seat. It might be a little tight, but the event is only one hour, and we find people will understand. You could also look into renting additional ten-person tables if you are more comfortable with that set-up.

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The Art of Blessing and Releasing

The Art of Blessing and Releasing

“Blessing and Releasing” people who are not interested in becoming more involved with your organization is one of the many counter-intuitive aspects of the Benevon Model that will leave guests feeling respected and more favorably towards your organization.

At Step 2: The Follow-Up Call, many Point of Entry Event guests may have a hard time telling you directly that they are not interested in becoming involved, even though that is their preference. They do not want you to think they are mean and uncaring.

Therefore, it is critical that the person making each Follow-Up Call listens carefully to read the signals from a guest who is trying to tell you “No.”

What might these signals look like? They include hesitating, being polite but not forthcoming with any suggestions or responses, being quiet or noncommittal.

If you are listening closely during the Follow-Up Call, you will start to develop radar for those guests who are nicely asking you to “bless and release” them.

However, even if the person does not want to become involved, before you bless and release them, don’t forget to ask them the last question in the Five-Step Follow-Up Call: “Is there anyone else you would suggest we invite to another______ (Point of Entry Event) like the one you attended?” If they give you a name, ask, “May I ask you to contact the person (or group) first to let them know I will be calling?”  Any suggestions, names, or ideas they have given you need to be acted on immediately and, in turn, reported back to them quickly.

Thank them for their time and ask them to keep your organization in mind, and then put a note in their file in your database saying you have blessed and released them.

Do not put them on your mailing lists or attempt to contact them further. In the long run, they will respect you a lot more for valuing their time and involvement in other organizations.

If you do not connect with the initial Point of Entry Event guest:

  • Leave one phone message and send one email message offering to arrange a time to talk.
  • If you do not hear back, leave one more phone message.
  • Then note in your database that you have blessed and released this person.
  • Do not put this guest on your mailing list or follow up with them in any way after this, unless they request it.
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Recognizing Major Donors

Recognizing Major Donors

Q: One of our donors made a generous gift in October, which we announced with a press release and online news story. Six weeks later, the donor added to that gift. What would be the best way to announce this increase in the original gift?

Ann Marie in Michigan

A: Recognition of major donors is an important element of the cultivation process. You want to be sure that the recognition is appropriate, timely, and most of all, meaningful to the donor! If they appreciated the press release, it might be best to do another one announcing the additional gift. If the increase was nominal in comparison to the initial gift, a press release might not be appropriate, but perhaps a personal visit or call from your CEO or a key board member would be. Many times, donors have a specific type of recognition in mind. While we could spin our wheels trying to guess what would be most meaningful, it is often best to just come right out and ask, suggesting one or two options, yet leaving it up to the donor to choose. We find that major donors appreciate that consideration.

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Benevon’s Key Metric #2: Ensuring an Abundance of Ambassadors

The Art of Blessing and Releasing

Think you already know what the Benevon Model is? Think again!

We have distilled five key metrics to ensure your success. Here’s the second one:

Minimum of one new volunteer Ambassador is generated from the follow-up calls after each Point of Entry Event.

Answer these questions to see how your organization is doing at meeting this second key metric:

  1. Was each guest invited to the Point of Entry by an Ambassador with whom they have a pre-existing relationship?
  2. Does each guest know in advance that they will be receiving a follow-up call from your Team Leader to give their feedback?
  3. Does the Ambassador host say, at the start of the Point of Entry, “I am an Ambassador for _________ (organization), which means I am a volunteer who helps spread the word by hosting a _________ (Point of Entry Event) like this. As we go through the next hour together, please be thinking of any other individuals or groups of people in your life who might want to learn more about our organization. I hope you will become an Ambassador”?
  4. Does the Team Leader have enough of a speaking role at the Point of Entry to ensure the guests will remember them and take their follow-up call?
  5. At the end of the Point of Entry Event, does the Ambassador use the following script?“_________ (Team Leader) will be calling each of you in the next few days to get your feedback. Please accept her/his call. If you were inspired by what you’ve seen today, the best way you can help us is by telling others and inviting them to a similar _________ (Point of Entry Event).

    “If you would like to invite others or host a session like this for a group of your own friends or colleagues, please let _________ know that when she calls you. My hope is that, after what you’ve seen today, you will consider becoming an Ambassador. That’s the very best way you can help us.

    Thank you all and have a great day.”

  6. Immediately following the Point of Entry, do you meet with your Visionary Leader to review the names of each guest to see if there are some guests that should be called by the Visionary Leader rather than the Team Leader?
  7. Has your Team Leader set aside enough time to make the follow-up calls two to three days after the Point of Entry Event? Allow 15 minutes per call. If you do not reach the guest, leave one voicemail message and send an email requesting the best time for a call. If you do not hear back within five days, call again. If you need to leave a message, let them know you won’t call back after this. Tell them you’d still appreciate getting their feedback and ask them to call you.
  8. When a Point of Entry guest says they want to become an Ambassador and host a private Point of Entry, are you prepared with possible dates and an explanation of how the process works? Have you scheduled your next call with this new Ambassador to make a plan for filling their Point of Entry?