Brad Clark, Chief Executive Starship Foundation DIA Charities Annual - - PowerPoint PPT Presentation

Brad Clark, Chief Executive Starship Foundation DIA – Charities Annual Meeting Wednesday 27 November 2013

Core Purpose

• To enable every family in New Zealand access

to world leading child healthcare and experiences 3-5 Year Objectives

• Grow sustainable income base by 7.5% p.a.
• Develop leadership capabilities and maintain

team culture

• Align planning and strategy with DHB's, Starship

Children’s Health, MoH

• Maintain donor retention at 80% or top 20% of

industry* across all donor types

* Pareto industry benchmarking report NZ/Australia participating

• rganisations

Purpose / Objectives

Pillars of Support

• Medical Technology
• People, Big & Small

– Research/Fellowships – Nurse Training/Education – Patient/Family Experience

• Facilities / Services

– Oncology/Haemotology/BMT – Medical Specialities/Neuroservices – Starship National Air Ambulance

• Experiences

– Clown Dr’s; Distraction; Respite; Role Models

• Other

– Safekids Aotearoa / Prevention

Business Model

• Diversified - many and varied touch points
• Aligned with DHB / National Child Health Priorities
• Minimal bucket shaking / no street appeals
• Corporate / Commercial imperatives
• National message / leading funder for child health
• International links and collaboration
• Measured risks to seed initiatives – Puawaitahi, National

Shaken Baby Prevention / Kidshealth.org.nz / Telemedicine

Fundraising Strategies

• Community – Schools, Events, Challenges, Rotary, Lions
• Corporate Partners

– Vodafone, ASB, Barfoot & Thompson, Mercury Energy, + +

• Friends of Starship
• Trusts and Foundations
• Bequests
• Key gifts / Major Donors
• Direct Marketing / Regular Giving / Payroll Giving
• Starship Mobile Phone Appeal
• Explore new revenue streams

– Test, monitor, revise, implement, repeat

Stewardship

Managing the relationship / caring for donors: Recognising and thanking donors appropriately to cultivate future loyalty Short-term Medium-term Long-term

• Always thank supporters: no exceptions, match response channels
• Thank early and often: immediate electronic, within 48 hours other channels
• Thank them accurately: get basics correct - spelling of name, title, amount of gift
• Tailored and appropriate to gift levels: convert single-gift donors to a second gift, elevate

multi-gift donors to other channels, reactivate lapsed donors

• Donors feel most engaged within 3-6 weeks of their first touch-point. Ongoing engagement is

essential and must be timely.

• Stewardship is necessary to keep supporters engaged and developing deeper relationships, to

encourage further donations and higher levels of support

• Make donors feel acknowledged, rewarded and appreciated. Personalise using handwritten

notes, children's artwork, and giveaway premiums.

• Acknowledge the donor, their gift and their tangible difference. It’s all about YOU.
• Develop lifelong donor relationship
• Employ best-practice retention strategies
• Build a personal relationship from the organisation, not the individual representative
• Be specific, transparent and demonstrate how donations have been used
• Focus on the beneficiary and outcomes, not the channel or the charity

Exceed Expectations, Surprise and Delight You, You, You.

Acknowledgement

Timely Personal Appropriate

• Donations receive a personalised ‘Thank You’ letter and tax receipt within 48 hours.

This may be followed up with additional communication in 2-3 weeks.

• Response to every donor communication within 1-10 working days, dependent on

nature/urgency/channel of the correspondence.

• Touch-points are coordinated in timings.
• Endeavour to make correspondence as personal as possible.
• The donor database is gold. The backbone of everything, manages volume, ensures

accuracy, keeps things legal, provides valuable insights, assists quality customer service

• Acknowledge supporters’ history of giving to Starship or the personal circumstances

that may have prompted them to give – Link & Interest

• Depending on the level of donation (or the ‘story’ behind the donation) this can be a

personalised letter, a phone call, a visit, a hospital tour, or a Thank You event.

• The level of giving is measured as both a one off donation and as cumulative

donations over the ‘life time’ of the donor.

Genuine, transparent and specific to build trust with donors

Stewardship - Corporate Partnerships

Relationship management lead via corporate partner manager

Five Star

Phone, email, face to face meetings with all stakeholders Hosting at events Patient stories for engagement Thank you correspondence/events Tours PR and Communication of Campaigns Captain Starship Visits Supporter Thank you/Mingle Personalised Newsletters Christmas Cards/Greeting Cards Annual Review / Corporate letter

Contributing Supporting Corp Supporters General Corporate/GIK A specific level of Stewardship is clearly defined in contract for all corporate partners Daily Annual

C

• m

m u n i c a t i

• n

How we Steward

Evolution

• Social profit vs Not-for-profit
• Fundraising is big business - competitive, sophisticated and

more challenging every day

• Don’t count chickens – complacency is an enemy
• Focus on the people – managing donors is a science
• The need to acknowledge every level of donor is real and

growing

• Need to communicate outcomes

The Next 21-years?

• Fundraising is a business – great analysis clarifies ROI, informs

investment decisions and growth potential

• Competition from 26,886 registered NZ charities

– differentiate, USP, brand

• Competition from individuals – social media, changing

consumer attitudes, cashless society

• Employer, advocate, enabler, agent of change
• Measuring outcomes
• International networks
• Tell stories, keep it real

Starship kids are our kids…

• You are the reason we exist. You are the parents,

grandparents, uncles, aunts – and you want the best for your kids

• People don’t give because of who you are - people give

because of who they are

• I’ll leave you with this story, shot and edited by one of

the Starship Foundation team - one of the many ways Starship communicates need to prospective supporters