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Advancement in the Subscription Economy at OSU

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EverTrue's presentation with Oregon State University for the AGB 2020 Foundation Leadership Forum.

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Advancement in the Subscription Economy at OSU

  1. 1. Advancement in the Subscription Economy
  2. 2. Brent Grinna Founder and CEO, EverTrue @brentgrinna brent@evertrue.com Mark Koenig AVP of Advancement Services, Analytics and Digital Strategy, OSU Foundation mark.koenig@osufoundation.org
  3. 3. We partner with Oregon State University, a public land-grant institution with over 200k alumni, to engage our community, inspire investment, and steward resources to enhance the university’s excellence and impact.
  4. 4. Our mission is to build relationships in pursuit of a better world.
  5. 5. #1 Highest-rated advancement software 500+ Higher Ed Partners 51 Of the Top 100 US News & World Report Universities
  6. 6. Live poll time! Raise your hands
  7. 7. Over the last five years...
  8. 8. Have total fundraising dollars increased at your institution?
  9. 9. Has alumni participation decreased?
  10. 10. If donor counts are down but dollars are up, are you OK with that?
  11. 11. Who feels pressure to build next generation donor pipeline to combat fatigue and competition among longstanding major donors?
  12. 12. The Status Quo
  13. 13. Overall giving to higher ed $47B in FY18
  14. 14. 1. CASE voluntary support of Education 2017 However, alumni participation is declining
  15. 15. 6:43 PM 7:17 PM
  16. 16. We call at the worst time possible...
  17. 17. We rely on “pledges” >30% of Phonathon Pledges are never fulfilled.* *Jesuit Advancement Association Study, 2016
  18. 18. And then we never hear from that student caller again...
  19. 19. Until they want more money!
  20. 20. Is this a good experience?
  21. 21. In 2011, for every eight people who answered our calls and made gifts, only one said, "Never call me again." By 2015, the ratio was 3-to-1. Stanford University, CASE CURRENTS
  22. 22. # Donors* Illustrative data from anonymous EverTrue customer. Telefund results are falling off a cliff
  23. 23. The world has moved to a customer-driven economy
  24. 24. This is the era of the Subscription Economy
  25. 25. Focusing on relationships requires a new way of thinking. Rather than placing your focus on the product or the transaction, Subscription Economy companies live and die by their ability to focus on the customer. The formula for growth lies in delivering multi-channel experiences and services (that get better over time). So as a business in the Subscription Economy, your focus is on retaining existing subscribers, monitoring usage, accounting for recurring revenue, finding new ways to deliver ongoing value to your customers that will build long-term loyalty.
  26. 26. The Customer Journey Marketing/Sales Tuition Upgrade Awareness Consideration Tuition Retention Upsell Advocacy Customer Success/Sales Brand & Process Value & Outcomes
  27. 27. What’s the advancement version?
  28. 28. The Subscription Advancement organization Ongoing Value Memorable Experiences On-Demand Fulfillment Anywhere, Real-time Personalized Service
  29. 29. Focusing on relationships requires a new way of thinking. Rather than placing your focus on the institution or the gift, Subscription Economy universities live and die by their ability to focus on the alumni. The formula for growth lies in delivering multi-channel experiences and services (that get better over time). So as a university in the Subscription Economy, your focus is on retaining existing donors, monitoring engagement, accounting for recurring revenue, finding new ways to deliver ongoing value to your alumni that will build long-term loyalty.
  30. 30. The Alumni Journey Enrollment Tuition Upgrade Awareness Consideration Tuition Retention Upgrade Advocacy Donor Experience Brand & Process Value & Outcomes
  31. 31. Winning companies treat you like they know you.
  32. 32. Those who don’t act will be left behind 79% of U.S. consumers aged 18-65 say brands must actively demonstrate "they understand and care about me" before a consumer will consider making a purchase.
  33. 33. Those who don’t act will be left behind Colleges
  34. 34. Setting the Scene...
  35. 35. FY19 results $144.5MM raised beating goal of $142MM $28.5MM For student success initiative beating goal of $25MM $117M in cash from outright gifts Best year ever! Record-setting year for the OSU Foundation, College of Agricultural Sciences and the College of Earth, Ocean, and Atmospheric Sciences
  36. 36. Fundraising is flat $ in Millions, donors labeled alumni in EverTrue, Giving <$10,000 per year
  37. 37. Donor count & participation are decreasing Donors labeled alumni in EverTrue, Giving <$10,000 per year
  38. 38. Trailing three year average alumni retention rate A common challenge OSU 69%
  39. 39. It’s hard to fill a leaky bucket 3.7k 4.4k 2015 2.8k 4.1k 2016 2.0k 4.4k 2017
  40. 40. 55% FY 2018 donors Total unique donors 2015-2018
  41. 41. Trustees and Presidents demand higher alumni participation Call center Return On Investment is declining Multi-channel engagement not integrated with call center/outreach The problem Mass outreach & minimal stewardship for <$10k annual fund supporters
  42. 42. Bottom 98% 2% The old model Telefund and direct marketing - Mass marketing - Minimal personalized outreach - Sporadic, inconsistent volunteer outreach - “Hail Mary” year-end messaging - Minimal post-engagement “closing” activities Frontline fundraising - Clear vision and personal outreach unlocks major donor potential
  43. 43. “Donor Experience Program” - Focus on the “Next 10%” - Renew Leadership/Annual Fund Donors - Reactivate Key Lapsed Donors - Upgrade donors into BLC range The new model 2% Middle Bottom Frontline fundraising Telefund and direct marketing
  44. 44. “Inside sales reduces cost-of-sales by 40-90% relative to field sales, while revenues may be maintained or even grow.” Stanford University, CASE CURRENTS
  45. 45. Designing The EverTrue + OSU Donor Experience Program
  46. 46. Our approach TechnologyStrategy People
  47. 47. Provide tangible value 1:1 conversations that offer value to donors Focus on retention 90% retention target within designated portfolio Reactivate lapsed donors Reactivation target for recently- lapsed donors Build major gift pipeline ID qualified and engaged major giving prospects Strategy
  48. 48. Meet the Donor Experience Officer (DXO) People Heather Jordan Joslyn
  49. 49. Technology
  50. 50. Technology Rapid qualification Improved insights: Interests, Wealth, Engagement Scalable outreach
  51. 51. Program Goals
  52. 52. Target 50 touches per day Maintain high-level personalization Manage engagement cadence The DXO approach Share relevant, interest-based content
  53. 53. Reactivated donors Revenue retention rate The DXO metrics 90% Donor retention rate 100% 33%
  54. 54. A Day in the Life of a DXO
  55. 55. Who needs to be warmed up before an appeal? Who’s recently raised their hand via social media? Getting to 50 touches per day Who’s made a recent gift and needs some love?
  56. 56. Story sourcing
  57. 57. Engagement insights, enriched data Personalized video Modern messaging Use technology to scale
  58. 58. Early Lessons & Returns
  59. 59. Day 1: First Call
  60. 60. Personalized emails = 65% open rate Improved 250%
  61. 61. What’s next?
  62. 62. Creating a talent pipeline Today: Donor Experience Offers Tomorrow: Seasoned advancement professionals
  63. 63. Engage Qualify Assign Solicit Target 2-3 institutional priorities that align with prospect's demonstrated interests. Identify potential donor interests based on engagement insights and assign for annual fund or major gift outreach. Monitor digital engagement with targeted content and research prospect capacity and inclination. Produce compelling video and social content that aligns with institutional priorities. Provide targeted, tangible, ongoing value to build strength of relationship and grow philanthropic support over time. Retain The Giving Funnel
  64. 64. Learn more: The Giving Funnel Just open your camera, point it here, and tap the link
  65. 65. Q & A @brentgrinna brent@evertrue.com mark.koenig@osufoundation.org

EverTrue's presentation with Oregon State University for the AGB 2020 Foundation Leadership Forum.

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