June 2017 Member Spotlight

Name:  Anne Gorman

Institution: NPR

Position: Manager, Donor Relations

ADRP member for 2 years

How long have you worked in donor relations/stewardship and how did you get involved in this profession?

I began my career at NPR on the database team, which was a great introduction to the entire donor lifecycle: from research and cultivation to tracking stewardship. This bedrock helped me realize that my true passion is communicating directly with our funders, so when a Donor Relations position opened up three years ago, I knew it was too good an opportunity to pass up! Since then, I’ve focused my work on increasing meaningful stewardship and communications, and I love connecting our donors with the mission of NPR.

Could you tell us something about the organization you work for?

Many people listen to NPR through Morning Edition and All Things Considered on their daily commutes or know our news quiz, podcasts, and other engaging programming. I love being involved with these wonderful shows, especially because all of our work supports a broader mission: to educate and inspire the community. I truly believe in the importance of creating a space for people to exchange ideas, creativity, and solutions – all informed by a deeper understanding of current news and events. (And, of course, it’s always fun to run into Robert Siegel on the elevator!)

What do you like most about being a member of the ADRP?

ADRP is a wonderful resource for connecting people in our profession. Through many excellent webinars and at the 2016 International Conference, I've learned about stewardship best practices, creating meaningful and memorable communications, and increasing productivity in my work. Meeting other ADRP members is motivating and energizing, and I always come away with renewed inspiration.

What is your greatest donor relations/stewardship achievement?

My favorite moments are hearing back from donors directly: when an internship supporter says she looks forward each year to her card signed by all the interns; when a donor to our fellowship program tells me that an update about our fellows brought “a tear or two" to his eyes; or when a new gift comes in stapled to a recent stewardship piece. Our work is all about relationships, and I love connecting our donors to the causes most important to them.

What is the most important professional goal you are currently pursuing, i.e., attaining a degree, preparing to give a presentation, launching an initiative at work or in your community, etc.?

One of the projects I’ve taken on most recently is the Friends of NPR Fund, our annual giving program. I’ve spent the last year increasing our donor communications and creating more engaging and thoughtful stewardship pieces. Now, I’m working with a small team to analyze metrics, grouping donors to provide more personal touches, and setting goals for increased giving. It’s exciting to focus my energy on the long-term success of this program.

How big a role does the use of social media play in your work?

NPR as a news organization has a robust social media presence, as it is an important way that we share our online news and stories. However, digital communications are new to our efforts in development. One of my first projects on the Donor Relations team was to create a digital newsletter, and over the past year, I’ve worked with a colleague who focuses on donor communications to grow that effort, increasing our online presence for donor engagement, education, and stewardship purposes. We’re working to improve digital efforts across the board, including updating our giving web pages, filming donor testimonials, and exploring how social media fits into our fundraising and donor stewardship strategies.

Is there a resource, i.e., book, blog, website, etc., that you would recommend to other ADRP members?

I’m a fan of many of the favorite blogs: Donor Relations Guru, Burk’s Blog, and Clarification. But I also believe that some of the best resources are the marketing and fundraising pieces I myself receive. I save the alumni materials from my school and WAMU (the local NPR Member station I support), and they inspire many of my best practices. Recently, after ordering a second pair of earrings from an Etsy shop, the vendor included a handwritten note: “Thank you for shopping with me again!” Simple, but personal – a great reminder of how individual touches create goodwill. It’s easier to put myself in the donor’s shoes when I consider the models of stewardship all around me.

What is the best piece of professional advice you have ever received?

If something can be improved, make a plan to fix it and share it with your team. Don’t wait for someone else to do it for you; learn the skills you need in order to make the changes yourself.

Are there any particular stories, insights, etc., from your experiences in donor relations and stewardship that you would like to share with our colleagues?

It’s a common refrain by now, but the importance of donor-centric communications can’t be overemphasized. Even with the little information we might have, it’s not hard to make stewardship feel personal: a note to a new donor looks different from what we send to someone who’s given consistently for years; an unsolicited gift should be thanked with different language than that for a donor who receives many of our communications. Focus always on the impact your donors have, rather than the great work your organization does – and remember that a handwritten note goes a long way.

And, of course, reach out to people in your field! We can all learn so much from each other, and most people are more than happy to share advice and insight.