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Leadership Giving in Higher Ed

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How a sales-based approach leads to new gifts, upsells, and donor retention

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Leadership Giving in Higher Ed

  1. 1. Leadership Giving How a sales-based approach leads to new gifts, upsells, and donor retention
  2. 2. Eric Holderness AVP, Development Kansas State University Foundation erich@ksufoundation.org Mike Nagel Manager, Customer and Product Marketing EverTrue mike.nagel@evertrue.com Jenny Alstad Dir, Annual Giving Programs College of Charleston gilsonjm@cofc.edu David Wishart AVP, Philanthropic Engagement Syracuse University awishart@syr.edu @EverTrue
  3. 3. 1. We’re missing the middle 2. What K-State, ‘Cuse, and Charleston are doing about it 3. How EverTrue helps 4. Imagining a sales-based approach 5. Q & A Today, we’ll cover...
  4. 4. Elements of a Successful LGO Program Strategy ● Leadership buy-in ● Create handoffs instead of silos ● Connect with donor interests People ● Maximize resources ● Shift positions more do-ers ● Create avenues for professional development Technology ● The right tools for discovery, collaboration, travel ● Use the insights you have at hand
  5. 5. Book a Consultation mike.nagel@evertrue.com
  6. 6. Everything’s good here!
  7. 7. The Results HIGHEST totals in history $43.6 billion in FY17 3.7% YOY increase
  8. 8. Let’s look closer...
  9. 9. Over-Reliance on the Top On average, the top 36 donors contribute 63% of annual fundraising revenue. So who’s “on deck?” The average gift from biggest donors dropped 22% Source: EAB
  10. 10. Missing Prospects in Plain Sight of high net-worth prospects go uncultivated of those don’t ever make it into a portfolio 80% 43% Source: EAB & EverTrue
  11. 11. Are we spinning our wheels?
  12. 12. Big Gifts *Used To* Take Decades to Acquire 53% of donors take between 10-29 years of giving before making their largest donation Philanthropy Leadership Council, 2006
  13. 13. Yet We Focus Exclusively on the Top Top 10% of donors 90% of focus 90% of constituents 10% of focus NOW THE FUTURE
  14. 14. Where are we in 2029?
  15. 15. Movies 2004 Movies 2019
  16. 16. Shopping in 2006 Shopping in 2019
  17. 17. The world has changed. Fundraising has not.
  18. 18. 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
  19. 19. Fundraising needs to evolve.
  20. 20. Alumni & Parent Engagement Annual Donors Discovery MG
  21. 21. The Giving Funnel ENGAGE QUALIFY ASSIGN SOLICIT Events Email Social Volunteers Engagement Affinity Capacity Make the ask… quickly Mass Outreach Leadership Portfolio Planned Gift
  22. 22. Acquire, Retain, Upsell the Middle NOW
  23. 23. How do you structure your program?
  24. 24. College of Charleston ● 1 Exec. Director (Portfolio of 100), 1 Director (200), 3 Leadership Annual Gift Officers (250-350), Integrated Marketing Specialist, part-time admin ● Key metrics: 100 visits a year (42% first-time visits), $135k-250k, % of portfolio contacted every 90 days ● FY19: 237 proposals submitted ($727K), +52% over FY18 and +180% over FY17 149 proposals granted ($226K), +46% over FY18, +97% over FY17 ● Priorities: Donor Choice, Retention, Multi-Year Commitments, Planned giving for young alumni
  25. 25. Syracuse University ● 1 executive director, 4 development associates, 3 LGOs, 5 direct response staff, 1 data analyst ● Key metrics: visits ● FY19: 268 visits by the development associates (245 people) ● Unrestricted dollars are up 91% compared to FY18 ago and 67% across all university accounts ● Currently raising for: Invest Syracuse (a scholarship initiative), unrestricted support, building pipeline for campaign
  26. 26. Kansas State University Foundation ● Staff of seven reports to the AVP of Development and sit between Strategic Solicitations and Constituent Development. ● Key metrics: 150 visits/year, 120 qualification visits/year, 50 solicitations added to pipeline (closing in 3 years or less), 10 booked MG proposals, $500K raised ● FY19: 425 qualification visits, 40 booked solicitations, $2M raised, 231 solicitations added ● Qualify and refer the 9,000+ identified major gift prospects identified. Also working on special capital projects (library, performing arts center, and multicultural student center)
  27. 27. How do you determine who to visit?
  28. 28. Region-based Gift Alerts
  29. 29. Where do social/digital insights come into play?
  30. 30. Social Engagement
  31. 31. Participation among digitally engaged constituents is 3.4x higher
  32. 32. Socially engaged prospects are 76% more likely to respond to cold outreach 45% 15% 0% Responded To “Cold” Outreach Non-Engaged Digitally Engaged 30%
  33. 33. If every past donor you engaged on Facebook last year gave at their previous level... 300K+ constituents $3.1 Million more
  34. 34. 5% of your donor base is digitally engaged, BUT HAS NEVER GIVEN The number increases to 6% if you have 200K+ Alumni
  35. 35. LinkedIn Location and Title EverTrue shows you where your people are living and working today. (Your database didn’t get the memo.)
  36. 36. What do your prospect visits look like?
  37. 37. Know Who You’re Talking to Today
  38. 38. How are you maximizing efficiency?
  39. 39. DIY List-Pulls
  40. 40. Drag+Drop Trip-Planning & Execution
  41. 41. What’s the post-meeting follow-up look like?
  42. 42. Contact Report Entry & Search
  43. 43. To-Do’s and Reminders
  44. 44. What’s the biggest lesson you’ve learned so far?
  45. 45. What’s next?
  46. 46. In-house Mid-Tier MGO
  47. 47. Elements of a Successful LGO Program Strategy ● Leadership buy-in ● Create handoffs instead of silos ● Connect with donor interests People ● Maximize resources ● Shift positions for more do-ers ● Create avenues for professional development Technology ● Use the right tools for discovery, collaboration, travel ● Tap into the insights you have at hand
  48. 48. Book a Consultation mike.nagel@evertrue.com
  49. 49. Thank you!

How a sales-based approach leads to new gifts, upsells, and donor retention

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