1. 1
Mid-Level Donor Stewardship
Lynne M. Wester
Yeshiva University

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Road Map
 Understanding the Giving Gap
 Benefits of Mid-Level Strategies –
What’s in it for you!
 What’s a Mid-Level Strategy Look
Like
 Visualizing the Future: Evidence
for Success
 Questions?

3. The Collapsed Giving Pyramid
Annual FundAnnual Fund
Major Giving
What’s Missing?
No real focus on mid-level donors
The Giving Gap

4. The Donor Sombrero

5. • Donor Intelligence Driven
• Multi-Channel & Truly Integrated
• High Tech
• Highly Personal
• Appropriate ROI Measurements
What Mid-Level Strategy Looks
Like

6. Determining Interest
PASSIVE DATA
• Demographics
• Historical Giving Data
• Mail – Responders
Only
• Interactive / Online
• Open rates
• Click-thru rates
• Video view rates
• Multiple sessions
• Response rates
• Heat map

7. Determining Interest
ACTIVE DATA
• Face to Face
• Survey
– What are the most
important questions to
ask?
– What can we learn?
– Rate your loyalty,
connection points,
likelihood to give
• Cross-Channel
Integration
• Involvement

8. 1. Analyze current situation
2. Identify Mid-Level potential and donor interest
3. Develop Mid-Level strategies
4. Establish timelines and measures of success
5. Creating Accountability
6. Make the Case; Create win-win
7. Refine for the future
Implementation Plan Steps
Changing the Culture

9. Calendar Approach
• August- Champions Gate Wrap up Piece
• September- YU Tomorrow Mailing, Rosh Hashanah email
greeting
• October- Hanukkah Dinner Invite, Medical Ethics Conference
Wrapup, Invitations to YU Museum Event
• November- Report of Donors/ Honor Roll and Donor
Recognition Event
• December- Hanukkah Dinner Slideshow
• January- Soy Sepharim Sale Announcement and Follow Up
• February- Scholarship Impact Piece
• March- YU Tomorrow Mailing
• April- Impact of Giving Report
• May- Commencement Invitation and Webcast
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10. Tips and Tricks
• Everything starts with data – validate assumptions
• Data informs strategy
• Don’t get distracted by “shiny” tactics
• Begin with the end in mind
• Set appropriate metrics for success in the start
• Continuously measure and tweak ideas and efforts
• Repurpose content but with unique spin for each
segment, use
• Personalize everything for the individual – no excuses!
• Don’t be afraid to let go and be transparent once
framework exists
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11. Examples
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12. Examples
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13. Examples
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14. Examples
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15. Questions? Comments
• Lynne Wester
• wester@yu.edu
• www.donorrelationsguru.com
• Friend me on Facebook
• Follow me on Twitter @donorguru
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