Developing Your Stewardship Programme Paul Cartwright Monday 6 th March 2017
NLP Neuro-Linguistic Programming Models of Excellence fundraising outcomes and personal development Watch out for the star!
Free stuff Monthly newsletter Free book Normal Loaded People
Personalised engagement opportunities Natural advocates for your work Collaboration with other teams
Question What s the most important thing to know about your supporter to keep them engaged with your organisation?
Motivation
Motivation: keep an eye out for the gorilla! Affinity to cause Self actualisation Relationships/networks Social recognition Belief in cause Cultural or family duty or responsibility Catalyst for societal change Mutual benefit
VIP Values: what's important to them? Involvement: how do they want to be involved? Purpose: Why do they give you money?
Motivation Key to providing excellent engagement opportunities is linking: Donor motivation + your work = engaged supporter
Personalised engagement opportunities Stewardship vs. Engagement
Personalised engagement opportunities Stewardship: the office, duties, and obligations of a steward Engagement: the action of engaging or being engaged. Traditional stewardship is no longer enough
Letter Service visit Email Face to face meeting Traditional stewardship Call Card
How we re raising our game Stewardship vs. Engagement
Traditional stewardship Birthday card from fundraiser
Engagement Birthday card presented to supporter by the children she s supporting, made by the children
Traditional stewardship Written case study in an update (after gift)
Traditional stewardship Thank you letter from fundraiser
Engagement Hand-written thank you from beneficiary
Maddie and mum Penny
Summary Understand your donor s motivations NLP technique: VIP questions How can your charity fulfil your donor s motivations? Level up from stewardship to engagement
Natural advocates for your work Most likely to be your closest supporters Natural advocates need two things: 1) Passion for your charity 2) Knowledge of your work
Natural advocates for your work Do they know what you do?
Feedback We re unsure about what you do
RNIB Traditional organisation Royal National We do good work Guide dogs They don t know enough
Our stewardship isn t working Not enough time to read CEO brief Unsure about what we do as our work is so diverse People don t understand the challenges faced by people with sight loss
NLP tip There s no failure. Only feedback.
NLP tip If you do what you ve always done, you ll get what you ve always got
So what are we doing with that feedback? Feedback: Not enough time to read CEO brief Trial: We re presenting fun, informative snippets
So what are we doing with that feedback? Feedback: Unsure about what we do as our work is so diverse Trial: We re telling more stories
We said our goodbyes and she started to cry. I promised I would call in the afternoon, after I had spoken to the staff at the home, as I needed to make sure we could accommodate her and her needs. I was in bits as I left, and so was the care manager. Today we made a difference; we will be welcoming this lady to our care home next Wednesday. When I phoned her to tell her the news, she cried - happy, tears of joy. Days like today make my job so worthwhile.
So what are we doing with that feedback? Feedback: People don t understand the challenges faced by people with sight loss Trial: We re putting supporters into our beneficiary s shoes
RNIB and Virtual Reality RNIB have produced an app which simulates various different sight loss conditions. Been developed specifically as a fundraising tool to raise awareness of sight loss.
Summary Natural advocates need two things: passion and knowledge Do they know what you do: ask your donors for feedback NLP: There s no failure only feedback If you do what you ve always done, you ll get what you ve always got
Collaboration with other teams Secure fundraising information Organise supporter tours/visits Access senior management/ceo Brainstorm creative engagement
Key to collaboration with other teams? Internal rapport
Treat internal teams like major donors
Research: ensure you re talking to the right team for the info you need
Contact: who s the best person to speak to? Budget holder? Head of the service? Head of department?
Cultivate: embed culture of fundraising help them understand what you do Take the time to know what they do. How can you benefit each other?
Ask: what is it you specifically want/need? What? When? How (format)? Timelines
Thank: share good news with them and the organisation Facebook at Work
Steward/Engage: updates on gifts/invite to major donor events to meet the donor Invite to major donor meetings to update the donor > personal engagement > referrals Thank you cards/cakes/lunch/tequila
NLP: Are you more Dog or Cat? Which one are you talking to?
People who are more cat Cats tend to have an aloof persona: Authoritative demeanour Flat-toned voice turning down at the end Body language is calm and still Tend to command immediate attention Tend to pause more and breathe low down in their stomach Cats need respect
Typical cats
People who are more dog Dogs have a more approachable style: More friendly demeanour Voice pattern is lilting and turns up at the end Open palms when speaking Smile and nod more Tend to breathe faster and therefore breathe high up in their chest Dogs need affection
Cats and Dogs Around 70% of the Western world are dogs, 30% per cent are cats Many people in leadership roles are incredibly cat
Building rapport They key to building rapport with someone is to: Recognise whether they are more cat or dog' Subtly match and mirror their communication (body language/tone/words)
How to build rapport with a cat Match their cat
How to build rapport with a dog Be more dog
How to break rapport with a cat Go overboard with being a dog
How to break rapport with a dog Be a complete cat
Building rapport Once you ve built rapport with someone, you will be able to lead them in your discussions Pace, pace, pace.and then lead
Summary Treat internal teams like major donors Let them and the wider organisation know the difference they have made NLP: Cat or Dog? Match their communication style accordingly
Free stuff Email me: paul@paul-cartwright.co.uk Twitter: @cart_paul Website: www.paul-cartwright.co.uk