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Flipping the Pyramid: Fundraising
that Starts with Engagement
Sara Prince
Director of Strategic Solicitations,
Kansas State University Foundation
@KSU_Foundation
sarap@ksufoundation.or...
#CASEVI
@evertrue
What’s on tap...
How the KSU journey began
The advancement evolution
How the Giving Funnel works
Steps to take today & tom...
We’re giving this away
www.evertrue.com/cased6
Download the slides and infographic
#CASEVI
@evertrue
The Response (first two weeks)
$50,000 400 donors
The Response (as of today)
$59,900 467 donors
One fire….
...one new approach to
fundraising.
The Funnel
The
Funnel AWARENESS
INTEREST
CONSIDERATION
INTENT TO BUY
EVALUATION
BUY
Shoes
The
Funnel AWARENESS
INTEREST
CONSIDERATION
INTENT TO BUY
EVALUATION
BUY
Technology has transformed our daily lives...
...making every interaction personal.
Real Estate 1.0 Real Estate 2.0
Consumer 1.0 Consumer 2.0
Dating 1.0 Dating 2.0
Advancement 1.0 Advancement 2.0
?
Advancement is still drowning in
spreadsheets and underserved by
traditional databases.
Complex
Workflows
Poor Access
to D...
Bad tech makes important people
just another face in the crowd.
Alumni participation has
dropped by over 32% since
2005.
94% of gifts come from the top
10% of donors… at the expense of
o...
“Every nonprofit and university in the
country will be reliant on millennials
within five to 10 years. They can’t be
dismi...
Annual Fund Revenue is Trending Positively
$mm
* Includes solicitable alumni and non-alumni donors, excludes major donors ...
However, the Base of Alumni Donors Is Eroding
* Includes 168k solicitable alumni donors, excludes major donors with a max ...
It’s Hard to Fill a Leaky Bucket
# Alumni Donors (000’s)*
End of Year Donor Count New Donors Reactivated Donors Churned Do...
The Investor/Donor
● Gives with her heart
● Want to know return on investment
● Wants to be involved
● Wants to be joined ...
Alumni & Parent Engagement
Annual Donors
Discovery
MG
The
Funnel AWARENESS
INTEREST
CONSIDERATION
INTENT TO BUY
EVALUATION
BUY
#FlipThePyramid
#CASEVI
@evertrue
The Giving Funnel
ENGAGE
QUALIFY
ASSIGN
SOLICIT
#CASEVI
@evertrue
#1
Advancement Software
300+
Higher Ed Partners
50
Of the Top 100 US News & World
Report Universities
K-State by the Numbers
50k donors annually
$174.2M overall in FY18,
approx. $14M Annual Giving
Hit $1B campaign goal early...
Over the last 6 years...
Annual Giving to Strategic Solicitations
Traditional Annual Giving Strategy
● LYBUNT/SYBUNT
● Pho...
Acquired Lead Journey
Communications
Fundraising 1.0 Fundraising 2.0
Teamwork 1.0 Teamwork 2.0
Engagement by Design Committee
● Marketing / Communications
● Prospect Research
● Strategic Solicitations (Annual Giving)
The Giving Funnel In Action
K-State Family Scholarship Program
K-State Family Scholarship Program
319,000
constituents
27,000 rated donors
3,880
engaged
31
$30k gifts
All-in for K-State
All-in for K-State
$500K in 1 day
to serve the
approx. 40% of
students who
experience
food insecurity.
319,000
constituents
155,000 followers
5,000 donors
$250k
What’s your Hale Library/Family
Scholarship/Cats’ Cupboard?
Admit Something Needs to ChangeStep 1:
Since 2005, alumni participation rates have
dropped by 33%
Since 1990, they have be...
Bring Smart People TogetherStep 2:
Bring Smart People TogetherStep 2:
Susan,
Communications
(Engage)
Julie,
Prospect Research
(Qualify & Assign)
Sara,
Strate...
Start with a TestStep 3:
(Pick a priority without a natural
constituency.)
Start with a TestStep 3:
The arts, an institute, the library, the band,
a special program, student life, student
support, ...
Build Your FunnelStep 4:
ENGAGE
QUALIFY
ASSIGN
SOLICIT
● What are the
numbers?
● Who’s responsible
for each step?
Measure ImpactStep 5:
1. What did you learn?
2. Did you hit your funnel goals?
3. Did you hit your overall goals?
4. What ...
We’re giving this away
www.evertrue.com/cased6
Download the slides and infographic
Q&A
Come see us at Booth 116
Take home an Apple Watch*
get.evertrue.com/d6
Thank you!
Sara Prince
Director of Strategic Solicitations
Kansas State University Foundation
@KSU_Foundation
sarap@ksufoundation.org...
THANK YOU FOR ATTENDING THIS SESSION
– COMPLETE THE CURRENT CONFERENCE LIVE POLL AT –
CASEVISpeaks.org
– CASE PUB TRIVIA N...
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
Flipping the Pyramid with Kansas State - CASE D6
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Kansas State University is re-thinking advancement-as-usual and shifting fundraising strategy to connect directly with alumni interests and passions. After a fire damaged its library, KSU launched a digital campaign to raise money for the renovations. The team used social media posts to identify interested constituents, they added those prospects to a campaign that successfully raised more than $50k from 400 donors.

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Flipping the Pyramid with Kansas State - CASE D6

  1. 1. Flipping the Pyramid: Fundraising that Starts with Engagement
  2. 2. Sara Prince Director of Strategic Solicitations, Kansas State University Foundation @KSU_Foundation sarap@ksufoundation.org Mike Nagel Customer & Product Marketing Manager, EverTrue @themikenagel mike.nagel@evertrue.com
  3. 3. #CASEVI @evertrue
  4. 4. What’s on tap... How the KSU journey began The advancement evolution How the Giving Funnel works Steps to take today & tomorrow Q & A
  5. 5. We’re giving this away www.evertrue.com/cased6 Download the slides and infographic
  6. 6. #CASEVI @evertrue
  7. 7. The Response (first two weeks) $50,000 400 donors
  8. 8. The Response (as of today) $59,900 467 donors
  9. 9. One fire…. ...one new approach to fundraising.
  10. 10. The Funnel
  11. 11. The Funnel AWARENESS INTEREST CONSIDERATION INTENT TO BUY EVALUATION BUY
  12. 12. Shoes
  13. 13. The Funnel AWARENESS INTEREST CONSIDERATION INTENT TO BUY EVALUATION BUY
  14. 14. Technology has transformed our daily lives... ...making every interaction personal.
  15. 15. Real Estate 1.0 Real Estate 2.0
  16. 16. Consumer 1.0 Consumer 2.0
  17. 17. Dating 1.0 Dating 2.0
  18. 18. Advancement 1.0 Advancement 2.0 ?
  19. 19. Advancement is still drowning in spreadsheets and underserved by traditional databases. Complex Workflows Poor Access to Data Incomplete Data Challenging Collaboration Lack of Best-in-Class integrations
  20. 20. Bad tech makes important people just another face in the crowd.
  21. 21. Alumni participation has dropped by over 32% since 2005. 94% of gifts come from the top 10% of donors… at the expense of our future pipeline of major donors. $ Donor Acquisition Challenges
  22. 22. “Every nonprofit and university in the country will be reliant on millennials within five to 10 years. They can’t be dismissed.” – VP for University Advancement at a large private university Donor Acquisition Challenges
  23. 23. Annual Fund Revenue is Trending Positively $mm * Includes solicitable alumni and non-alumni donors, excludes major donors with a max single year gift >$10k
  24. 24. However, the Base of Alumni Donors Is Eroding * Includes 168k solicitable alumni donors, excludes major donors with a max single year gift >$10k # Donors (000’s)* Donors* % Participation % Participation
  25. 25. It’s Hard to Fill a Leaky Bucket # Alumni Donors (000’s)* End of Year Donor Count New Donors Reactivated Donors Churned Donors * Includes 168k solicitable alumni donors, excludes major donors with a max single year gift >$10k
  26. 26. The Investor/Donor ● Gives with her heart ● Want to know return on investment ● Wants to be involved ● Wants to be joined by others ● Wants to know they’ve helped solve a problem
  27. 27. Alumni & Parent Engagement Annual Donors Discovery MG
  28. 28. The Funnel AWARENESS INTEREST CONSIDERATION INTENT TO BUY EVALUATION BUY
  29. 29. #FlipThePyramid #CASEVI @evertrue
  30. 30. The Giving Funnel ENGAGE QUALIFY ASSIGN SOLICIT #CASEVI @evertrue
  31. 31. #1 Advancement Software 300+ Higher Ed Partners 50 Of the Top 100 US News & World Report Universities
  32. 32. K-State by the Numbers 50k donors annually $174.2M overall in FY18, approx. $14M Annual Giving Hit $1B campaign goal early, extended to $1.4B by 2020 Shifting to short-term, interest-driven fundraising
  33. 33. Over the last 6 years... Annual Giving to Strategic Solicitations Traditional Annual Giving Strategy ● LYBUNT/SYBUNT ● Phone, Mail, Email mass solicitation ● Reinforced the pyramid Strategic Solicitations ● Pipeline propulsion ● Truly data driven and data designed ● Shift to lead acquisition and generation
  34. 34. Acquired Lead Journey Communications
  35. 35. Fundraising 1.0 Fundraising 2.0
  36. 36. Teamwork 1.0 Teamwork 2.0
  37. 37. Engagement by Design Committee ● Marketing / Communications ● Prospect Research ● Strategic Solicitations (Annual Giving)
  38. 38. The Giving Funnel In Action
  39. 39. K-State Family Scholarship Program
  40. 40. K-State Family Scholarship Program
  41. 41. 319,000 constituents 27,000 rated donors 3,880 engaged 31 $30k gifts
  42. 42. All-in for K-State
  43. 43. All-in for K-State $500K in 1 day to serve the approx. 40% of students who experience food insecurity.
  44. 44. 319,000 constituents 155,000 followers 5,000 donors $250k
  45. 45. What’s your Hale Library/Family Scholarship/Cats’ Cupboard?
  46. 46. Admit Something Needs to ChangeStep 1: Since 2005, alumni participation rates have dropped by 33% Since 1990, they have been cut in half
  47. 47. Bring Smart People TogetherStep 2:
  48. 48. Bring Smart People TogetherStep 2: Susan, Communications (Engage) Julie, Prospect Research (Qualify & Assign) Sara, Strategic Solicitations (Ask)
  49. 49. Start with a TestStep 3: (Pick a priority without a natural constituency.)
  50. 50. Start with a TestStep 3: The arts, an institute, the library, the band, a special program, student life, student support, extracurriculars, oboe scholarships.
  51. 51. Build Your FunnelStep 4: ENGAGE QUALIFY ASSIGN SOLICIT ● What are the numbers? ● Who’s responsible for each step?
  52. 52. Measure ImpactStep 5: 1. What did you learn? 2. Did you hit your funnel goals? 3. Did you hit your overall goals? 4. What difference did your team make?
  53. 53. We’re giving this away www.evertrue.com/cased6 Download the slides and infographic
  54. 54. Q&A
  55. 55. Come see us at Booth 116 Take home an Apple Watch* get.evertrue.com/d6
  56. 56. Thank you!
  57. 57. Sara Prince Director of Strategic Solicitations Kansas State University Foundation @KSU_Foundation sarap@ksufoundation.org Mike Nagel Customer & Product Marketing Manager EverTrue @themikenagel mike.nagel@evertrue.com
  58. 58. THANK YOU FOR ATTENDING THIS SESSION – COMPLETE THE CURRENT CONFERENCE LIVE POLL AT – CASEVISpeaks.org – CASE PUB TRIVIA NIGHT– TIVOLI BREWING CO.– 8:30 PM SHUTTLE DEPARTS HOTEL LOBBY – COMPLETE YOUR SESSION EVALUATIONS– LINK WILL BE EMAILED

Kansas State University is re-thinking advancement-as-usual and shifting fundraising strategy to connect directly with alumni interests and passions. After a fire damaged its library, KSU launched a digital campaign to raise money for the renovations. The team used social media posts to identify interested constituents, they added those prospects to a campaign that successfully raised more than $50k from 400 donors.

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