2. Kevin Massimino
Manager, Digital Advancement Programs
EverTrue
Jake Mendenhall
Assistant Director, Pipeline Development
Oregon State University Foundation
@EverTrue
#OSUFoundation
#CASED8
3. Oregon State University is public land-grant institution with over
230,000 alumni. The OSU Foundation partners with the University
to engage our community, inspire investment, and steward
resources to enhance the university’s excellence and impact.
4. Our mission is to build relationships
in pursuit of a better world.
14. Trustees and
Presidents
demanding higher
alumni participation
Call center Return
On Investment is
declining and often
measured in Loss
On Investment
Multi-channel
engagement not
integrated with call
center/outreach
The Status Quo
Mass outreach &
minimal stewardship
for <$10k annual fund
supporters
16. 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
17.
18. Fundraising is flat
$ in Millions, donors labeled alumni in EverTrue,
Giving <$10,000 per year
19. Donor count & participation are decreasing
Donors labeled alumni in EverTrue,
Giving <$10,000 per year
20. Trailing three year average alumni retention rate
A common challenge
OSU
69%
21. It’s hard to fill a leaky bucket
3.7k
4.4k
2015
2.8k
4.1k
2016
2.0k
4.4k
2017
22. Donor counts have
dropped by 33% in
the last 15 years
YOY donor
retention is
~65%
Old-school tactics
miss the mark
The Problem
Other tactics
create short-term
spikes, not
long-term loyalty
23. 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
24. “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
25. The Investor/Donor gives with
her heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve helped solve a problem
26. Build 1:1 personal relationships with 3,000 more donors
Customize every donors’ journey
Connect with donors where they are from the office
Proactively engage, speak to interests and add value
Turn engagement into referrals, and referrals into pipeline for
major gifts
What if We Could...
28. Provide
Tangible value
Cadence of timely,
informed 1:1
conversations that offer
value to donors
Focus on
retention
Defined 90% retention
target within designated
portfolio
Reactivate
lapsed donors
Defined 33% reactivation
target for recently-
lapsed donors
Build major
gift pipeline
Surface qualified and
engaged major giving
prospects
Strategy - Personalized Outreach at Scale
29. Who needs to
be warmed up
before an appeal?
Who’s recently
raised their hand
via social media?
Prioritizing Outreach
Who’s made a
recent gift and
needs some love?
33. Meet the Donor Experience Officer (DXO)
✔ Provide a “customer service” type experience for donors.
Their personal liaison back to the Foundation
✔ Diverse set of professionals with sales and/or fundraising
experience or aspirations
✔ Able to utilize technology (Zoom, EverTrue, others) to develop
1-1 relationships at scale
✔ Manage hand-selected portfolios of prioritized unmanaged
current and lapsed donors
✔ Integrated with Development, Alumni Relations, Athletics, etc.
People
43. 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