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Playing the Long Game: Re-Thinking Fundraising from the Top Down

How the Kansas State Foundation is shifting from capital campaigns to capital sprints.

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Playing the Long Game: Re-Thinking Fundraising from the Top Down

  1. 1. Playing the Long Game Re-Thinking Fundraising from the Top Down
  2. 2. John Morris SVP of Development, Kansas State University Foundation Brent Grinna Founder and CEO, EverTrue @brentgrinna brent.grinna@evertrue.com @john_m_morris johnm@ksufoundation.org
  3. 3. @brentgrinna @john_m_morris #FLF2019
  4. 4. 45k donors annually $14M Annual Giving $1B campaign goal hit early, extended to $1.4B by 2020. Shifting to short-term, interest-driven fundraising $174M overall FY18
  5. 5. #1 Advancement Software 300+ Higher Ed Partners 50 Of the Top 100 US News & World Report Universities
  6. 6. 1. The campaign landscape 2. Making the case for sprints 3. The K-State Family Scholarship 4. Rethinking the campaign of tomorrow 5. Showing this in action, across the sector 6. Q & A Today, we’ll cover:
  7. 7. What Happens Next?
  8. 8. (Nothing.)
  9. 9. A Capital Campaign Timeline OCT 2015 Innovation & Inspiration public launch APR 2016 John arrives at KSUF MARCH 2017 $1B goal met, campaign extended by 40% 2019 New $1.4B goal met (projected) 2020 Campaign closes… what’s next? FEB 2015 CEO Greg Willems arrives NOV 2016 New University President
  10. 10. What’s the Point of a Campaign? Implement Metrics Increase budget Reorganize staff
  11. 11. What’s the Point of a Campaign? Students Faculty Buildings Programs
  12. 12. When are we not raising money for these priorities?
  13. 13. What if we changed the conversation? That Drives Results Driving Philanthropy
  14. 14. 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
  15. 15. The Era of Perpetual Campaigns
  16. 16. 8 OF 10 colleges are currently in campaign Average campaign will last 95 MO. Median campaign goal is $1B
  17. 17. The Results HIGHEST totals in history $43.6 billion in FY17 3.7% YOY increase
  18. 18. Let’s look closer...
  19. 19. 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
  20. 20. Missing Prospects in Plain Sight of high net-worth prospects go uncultivated of those don’t ever make it into a portfolio 80% 54% Source: EAB
  21. 21. 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
  22. 22. Last year $1 million+ gifts ● FY ‘18: Previous gifts < $5,000: 4 ● YTD ‘19: Previous gifts < $5,000: 5
  23. 23. Yet We Focus Exclusively on the Top Top 10% of donors 90% of focus 90% of constituents 10% of focus NOW THE FUTURE
  24. 24. Where are we in 2029?
  25. 25. Movies 2004 Movies 2019
  26. 26. Shopping in 2006 Shopping in 2019
  27. 27. Transportation 2011 Transportation 2019
  28. 28. The world has changed. Fundraising has not.
  29. 29. The perpetual, decade-long campaign cycle needs to evolve.
  30. 30. Alumni & Parent Engagement Annual Donors Discovery MG
  31. 31. Today’s SELF-EDUCATED BUYER AWARENESS INTEREST CONSIDERATION INTENT TO BUY EVALUATION BUY
  32. 32. Sales Marketing Development Alumni Relations
  33. 33. Where’s the Giving Funnel?
  34. 34. #FlipThePyramid
  35. 35. The Giving Funnel ENGAGE QUALIFY ASSIGN SOLICIT
  36. 36. Strategy People Technology
  37. 37. The Giving Funnel in Action
  38. 38. Give donors what they want 1. Outreach aligned with their interests 2. Quick demonstration of ROI 3. Multiple ways to participate
  39. 39. K-State Family Scholarship Program
  40. 40. The Ripple Effect Summer 2017 ● $650 begins the ripple effect ● 24 new scholarships created Fall 2017 ● Two families put up $1M each in matching money ● 61 new scholarships created Summer 2018 ● $5.5M in new scholarships ● $170k immediately available to 85 students ● 85 new major donors Fall 2018 ● Previous donor again offers a $1M match (30 more matches) ● Two more major donors come in with $500k gifts (30 more matches) ● Additional $2M and 60 matches available Spring 2019 ● 145 scholarships created with $290k immediately available ● Collective giving increases from >$500k to $4.8M ● $9.5M in new, endowed scholarships available in perpetuity
  41. 41. Digital Stewardship Creates A Flywheel
  42. 42. 319,000 constituents 27,000 rated donors 3,880 engaged 31 $30k gifts
  43. 43. All-in for K-State: Hyper-Focused Giving Day
  44. 44. All-in for K-State $500K in 1 day to serve the approx. 40% of students who experience food insecurity.
  45. 45. Dual Funnels: Major and Annual Gifts 319,000 constituents 155,000 followers 5,000 donors $250k 319,000 constituents 27,000 rated donors 3,880 engaged ?? $250k
  46. 46. This is data-driven, investor-centric fundraising.
  47. 47. 50k annual donors 280k people 9k rated 2k managed 75 households Communications & Alumni Relations Strategic Solicitations University-wide Major Gift Principal
  48. 48. Admit Something Needs to ChangeStep 1: Since 2005, alumni participation rates have dropped by 33% Since 1990, they have been cut in half
  49. 49. Bring Smart People TogetherStep 2: Susan, Communications (Engage) Julie, Prospect Research (Qualify & Assign) Sara, Strategic Solicitations (Ask)
  50. 50. Start with a TestStep 3: (Pick a priority without a natural constituency.)
  51. 51. Start with a TestStep 3: The arts, an institute, the library, the band, a special program, student life, student support, extracurriculars, oboe scholarships.
  52. 52. Design Your Giving FunnelStep 4: ENGAGE QUALIFY ASSIGN SOLICIT ● What are the numbers? ● Who’s responsible for each step?
  53. 53. 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?
  54. 54. What’s your Family Scholarship/ Cats’ Cupboard?
  55. 55. Institute for Sustainable Energy Aviation Campaign Ohiowomen Spirit Impact Rural Futures Institute Future-Thinking Organizations Gen-1 House
  56. 56. A brand new thinktank with zero constituents.
  57. 57. Curate, Create and Post Like this post if Sustainability @ BU is important to you
  58. 58. Marquee Events
  59. 59. The ISE Giving Funnel Results 300,000 alumni 800 engagement qualified prospects 75 capacity qualified prospects 6 + 3 + $100k advisory board commitments
  60. 60. A small, but growing program and a differentiator for OSU.
  61. 61. Mine for Engaged, Unassigned Donors
  62. 62. The Oklahoma State Giving Funnel 310,000 constituents 5,000 engaged around aviation content 772 consistent donors 15 high-quality prospects assigned to gift officer 262 x’s!
  63. 63. In Action: UVA
  64. 64. 12 Assigned Prospects. 100 Rated Prospects. 600 Non-Donors.
  65. 65. The UVA / Julian Bond Giving Funnel 230,000 constituents 2,000 engaged around Julian Bond 112 managed or highly rated, unmanaged prospects $3 million secured for professorship
  66. 66. This Approach Can Be Applied Tomorrow
  67. 67. Ohio University — ohiowomen
  68. 68. Nebraska
  69. 69. Cincinnati
  70. 70. The Brown Football Giving Funnel ~2,500 football alumni ~1,500 saw mentoring content 66 responded to CTA ? new mentors, new donors, renewed donors, new major gift prospects
  71. 71. 1. Admit Something Needs To Change 2. Bring Smart People Together 3. Start With A [Test] [Pilot] [Experiment] 4. Design Your Giving Funnel 5. Measure Impact
  72. 72. Q&A
  73. 73. John Morris SVP of Development, Kansas State University Foundation Brent Grinna Founder and CEO, EverTrue @brentgrinna brent.grinna@evertrue.com @john_m_morris johnm@ksufoundation.org
  74. 74. Thank you!

How the Kansas State Foundation is shifting from capital campaigns to capital sprints.

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