Engagement: How to Start an Affinity Group
Engagement: How to Start an Affinity Group Engagement: How to Start an Affinity Group Kenton Barham VP Major Gifts and Planned Giving Trident United Way Dustie Lanier Director of Strategic Initiatives United Way of Forsyth County Engagement: How to Start an Affinity Group 2 Agenda • The POWER of Affinity Groups • Start Up Tips • Planning Your Affinity Group: Case Studies • Affinity Group Action Plan • Idea Exchange • Question/Answer Engagement: How to Start an Affinity Group The POWER of Affinity Groups Engagement: How to Start an Affinity Group The Pyramid of Donor Experience Ultimate Experience Continuously Deepen Relationship Ultimate gift 1-on-1 relationship Offer engagement Segment based on interest Advanced Experience Build Relationship & Loyalty Learn donor interest Segment based on demographics Educate impact of giving Basic Experience Establish Relationship Engagement: How to Start an Affinity Group Acknowledge and thank you Names, contact and email Affinity Groups A group of people having a common interest or goal or acting together for a specific purpose. Merriam Webster Engagement: How to Start an Affinity Group 6 The Road to Community Impact: Changing Directions for Affinity Groups From To Establishing Affinity Groups to Recognize Donors Establishing Affinity Groups to Engage Donors Events for networking Events for networking and to inform & engage donors. Donors hear from UW once or twice a year. Ongoing communication with donors United Way shares information with donors United Way listens to donors United Way materials translated to other languages United Way seeks to understand various cultures of giving, and includes in message strategy. Transaction Relationship Engagement: How to Start an Affinity Group Affinity Group Giving Programs Raised Over $200 Million 2010 2009 Pct Chg ($s) Women 129 $132,575,947 $119,867,267 10.6% Young Leader 131 $55,173,273 $47,952,508 15.1% 16 $6,782,524 $7,213,728 -6.0% Hispanic 7 $880,783 $516,781 70.4% LGBT 1 $207,317 $88,568 134.1% Other 17 $5,912,476 $4,504,864 31.2% $201,532,320 $180,143,716 African American 2005 Affinity Group Total : $120,184,946 Five Year Growth Rate: 67.7% Engagement: How to Start an Affinity Group UW_Template_022704 11.9% Cumulative 6-yr Growth Comparisons – Affinity Group Giving % Inc. from 2004 110% 95% 80% 110% Women Young Leader All Affinity Groups Current Year Support 86% 90% 90% 89% Campaign 66% 65% 70% 65% 64% 57% 49% 50% 41% 35% 29% 38% 14% 20% 5% 0% -10% 2004 Engagement: How UW_Template_022704 13% 12% 3% 9% 1% 2005 to Start an Affinity Group 8% 3% 5% 2% 2006 0% 1% -5% -6% 2009 2010 4% -1% 2007 2008 Affinity Group Dollars as a Percent of All Individual Giving 2010 Individual Giving: $2.55B 2010 Affinity Group Giving: $201MM 10.0% 9.0% 7.9% 8.0% 7.0% 7.0% 6.5% 5.6% 6.0% 4.9% 5.0% 4.0% 4.4% 3.9% 3.0% 2.0% 1.0% 0.0% 2004 Engagement: How UW_Template_022704 2005 to Start an Affinity Group 2006 2007 2008 2009 2010 Impact of donor Affinity Groups over the course of their LIFETIME? 217,500 48,880 3,915 Average Gift Engagement: How to Start an Affinity Group 2% of Income Engaged Donor 11 Start Up Tips Engagement: How to Start an Affinity Group Start Up Tips Recruit at least one volunteer champion Staff appropriately Understand your audience Establish the gift level Engagement: How to Start an Affinity Group 13 Start Up Tips, continued Connect the group to the work of your United Way Help the group focus their work Remember the basics: ASK. THANK. INFORM. Engagement: How to Start an Affinity Group Determine how to engage the most people in a way that will drive the change you seek Don’t underestimate the need for the group to have a seat at the United Way table 14 Additional Start Up Tips Have fun. Offer opportunities for the members to get to know each other in a social setting As your program grows, remember your staffing should increase as well. Re-evaluate your goals to ensure: • • • • Engagement: How to Start an Affinity Group Relevancy to your core group Retention of your donors Growth of your donor base Impact is made on your community 15 Planning Your Affinity Group Engagement: How to Start an Affinity Group What Affinity Group should We start at my United Way? Points to Consider: • How can I build a program that engages donors over the course of their lifetime? • How can I build a program that reflects the diversity of our community? • What group will yield the largest return on investment? Engagement: How to Start an Affinity Group 17 Planning Your Affinity Group: Case Study Engagement: How to Start an Affinity Group Goals Internal (TUW) Recognize women Network Educate Engagement: How to Start an Affinity Group Meaningful Engagement External (WLC) Build & strengthen relationships Increase $ Decrease designations to other 501c3s 19 Define Engagement What is “meaningful” engagement? • Any interaction that strengthens donor’s understanding of TUW & community impact (event attendance, face to face meeting) • Strengthens TUW staff member’s relationship with donor Engagement: How to Start an Affinity Group 20 Define Engagement Engagement opportunities: • Steering committee member • Subcommittee member • Program/event attendance • Volunteer project participation • Placement on another TUW committee Engagement: How to Start an Affinity Group 21 Engage in Community Impact Steering Committee Steering Committee Annual Luncheon Chair to serve on TUW Board of Directors CI staff member speaks at the beginning of each committee meeting for 10 minutes followed by Q+A Awards Engagement: How to Start an Affinity Group Nominating Programs Volunteerism 22 Engage in Community Impact Annual Luncheon Steering Goal is 1/3 membership attendance -Met all three years Committee Keynote Remarks connect to Community Impact & WLC Mission Annual Luncheon -2009 Women & Philanthropy (Charlotte Berry, UWA Trustee) Awards Nominating Programs Volunteerism -2010 Financial Stability (Connie Duckworth, ARZU Studio Hope) -2011 Health (Dr. Ann Kulze, Nationally Recognized Wellness Expert) -2012 Leadership (Charlotte Beers, CEO, Chariman, Under Secretary of State, Advertising Execuitve) * To Be Confirmed Engagement: How to Start an Affinity Group 23 Engage in Community Impact Awards Steering Criteria relate to recipient’s Committee role in Community Impact and Give, Advocate, Volunteer -Behind the Scenes Hero Annual Luncheon Awards Nominating -Nonprofit Leader Programs Volunteerism -Role Model Engagement: How to Start an Affinity Group 24 Engage in Community Impact Nominating Steering Committee CEO level where possible. Strategic and diverse with regards to: -Workplace campaigns represented Annual Luncheon Awards Nominating -Outside of workplace Programs Volunteerism represented -Geographic Region -Various demographics such as age, race, etc. Engagement: How to Start an Affinity Group 25 Engage in Community Impact Programs Plan three programs/events Steering annually that connect to Committee Community Impact for smaller groups than annual luncheon. Annual Luncheon -Education Town Hall Awards Nominating Programs Volunteerism -Financial Stability Women & Philanthropy -Health Healthy cooking class Engagement: How to Start an Affinity Group 26 Trident United Way Engage in Community Impact Volunteerism Steering Annual Friends & Family Committee Day of Caring Annual Luncheon -Engage children, spouses & friends Awards Engagement: How to Start an Affinity Group Nominating Programs Volunteerism -Learn about Community Impact 27 Goals Internal (TUW) External (WLC) Network Educate Meaningful Engagement Recognize women Build & strengthen relationships Increase $ Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 28 Measuring Success Internal (TUW) External (WLC) Network Educate Engagement: How to Start an Affinity Group Meaningful Engagement Recognize women Build & strengthen relationships Increase $ Decrease churn Decrease designations to other 501c3s 29 Measuring Success Building committees Continued increases in event attendance External (WLC) Staff leveraging WLC to build relationships Recognize within the workplace women Network Workplace “neutral” so appealing to donors outside of that campaign structure Educate Internal (TUW) Build & strengthen relationships Increase $ Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 30 Measuring Success Membership External (WLC) 2008 550 600 Recognize women2009 2010 675 2011 765 Internal (TUW) Build & strengthen relationships Network Increase $ Educate Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 31 Trident United Way Measuring Success Internal (TUW) Lower churn rate as compared External (WLC)to all Leadership givers in 2011: Recognize women 8.7 % WLC vs. 13.3% All Leadership Build & strengthen relationships Network Increase $ Educate Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 32 Trident United Way Measuring Success Focused effort began with 2011 Campaign, and the results External (WLC) aren’t in yet. This will be a challenge Recognize women across the board, but we want to compare WLC trends to campaign trends in general. Network Educate Internal (TUW) Build & strengthen relationships Increase $ Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 33 Goals of WLC Define At the core of every decision, event, communication Internal (TUW) TRACK!Recognize women Network Educate Meaningful Engagement External (WLC) Build & strengthen relationships Increase $ Decrease churn Decrease designations to other 501c3s Engagement: How to Start an Affinity Group 34 Trident United Way Lessons Learned • Spend significant time planning a launch or re-launch •Be thoughtful and deliberate as every act sets a precedent • Recruit leadership that shares TUW vision (ex: our WLC does not have a focus area - rather funds all CI work) • Learn from other UWs • Engagement: How to Start an Affinity Group 35 Planning Your Affinity Group: Case Study #2 Engagement: How to Start an Affinity Group YLU members give $250 or more annually and volunteer 24 hours/year in our community. 2010: 432 Members; $249,000 raised 2011: 1,109 Members; $743,000 raised Since launch in the fall of 2010, YLU members have logged more than 40,000 volunteer hours in the community. Engagement: How to Start an Affinity Group YLU members participate in monthly: • Lunch with Leaders •Group volunteer activities •Social events •Professional Development workshops YLU members hosted the second annual Rock United in April, raising over $10,000 for United Way of Forsyth County. www.youngleadersunited.org Engagement: How to Start an Affinity Group Affinity Group Action Plan Engagement: How to Start an Affinity Group Affinity Group Action Plan 1. Who are your top volunteer champion prospects 2. What are the desired qualities of the person or persons who staff the group? 3. What are the top 3 objectives of your group? 4. How will you connect your group to the work of your United Way? 5. What “benefits” will you provide for your group? 6. How will you know you are successful? Engagement: How to Start an Affinity Group Idea Exchange Engagement: How to Start an Affinity Group
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