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“That Good Old Baylor (Pipe)Line:”
Engagement Insights Fueling Prospect
Discovery, Donor Acquisition
Aaron Borsellino
Assistant Vice President,
Advancement Systems
Caroline Scott
Strategic Customer
Success Manager
caroline@...
1. What’s happening at Baylor?
2. The power of connecting digital engagement to fundraising
3. Better information = better...
Want an Apple Watch?
Grab the slides here:
Baylor: Challenges/Opportunities and Priorities
Everything’s good here!
2018: The Results
HIGHEST
totals
in history
$43.6
billion
in FY17
3.7%
YOY
increase
Let’s look closer...
Over-Reliance on the Top
On average, the top 36 donors
contribute 63% of annual fundraising
revenue. So who’s “on deck?”
T...
Missing Prospects in Plain Sight
of high net-worth prospects go
uncultivated
of those don’t ever make it into
a portfolio
...
Are we spinning our wheels?
Where are we in 2029?
The Investor/Donor gives with
her heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve...
Movies 2004 Movies 2019
Loyalty 2000 Loyalty 2019
Why Social Matters
Facebook: This Is Where the Party’s At
Source: Statista
68% of the
U.S. uses
Facebook…
that’s more than
Instagram and
Pinterest combined
Source: Social Media Today http://bit.ly/2Ew4sDB
There are over
575 million users
on LinkedIn
74% of
Facebook
users are on
every day.
Source: EverTrue data, Sept. 2018
1942 1956 1965 1974 1983 1992 2001 2010
1,300
1,100
900
700
500
300
100
-100
Engagement ...
Plugging Social Into Relationship
Management
Discovery
Who are your most-engaged current donors?
Who’s been active lately and lives in the next city you’re visiting?
A...
Does This Work?
(Yes. Yes it does.)
Participation among
digitally engaged
constituents is
3.4x higher
If every past donor you engaged
on Facebook last year gave at their
previous level...
<100K constituents
$184,000 more
100...
Social media isn’t
just for small donors.
Donors who contribute above your
institution’s average lifetime gift amount
are ...
Socially engaged
prospects are
76% more
likely
to respond to cold
outreach
45%
15%
0%
Responded
To “Cold”
Outreach
Non-Eng...
You’re missing great
prospects.
43%
of the average institution’s
high-capacity, digitally
engaged donors, remain
unassigne...
Baylor Put This to the Test
Do Likes = Ticket Sales?
National average for cold
outreach is a 2-4% return
Hot Leads Generate Results
10.64%
purchase rate
Womens
Basketball
6.56%
purchase rate
Mens
Basketball
Conversations with:
...
This is a Modern Approach
to Fundraising
Alumni & Parent Engagement
Annual Donors
Discovery
MG
The Giving Funnel
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Events
Email
Social
Volunteers
Engagement
Affinity
Capacity
Make the
ask… ...
Where Else Can We Use
This Approach?
6,000 in Georgia Area
ENGAGE
QUALIFY
ASSIGN
SOLICIT
600 interacting on
Facebook
72 prospects
ready for a
visit.
Who’s enga...
Gift Officers Need More
Fresh information
Instant prospect lists
Mobile tools
Stale data
2-week waiting periods
Spreadsheets
What they needWhat th...
When Gift Officers have what
they need, good things happen.
● Insight into activities and meetings
● Contact reports are immediate and searchable
● Removing roadblocks (access to inf...
● Spend 50% less time planning trips
● Prioritizing visits — who to see, who needs a touch
● Pre-visit intel
● Mobile cont...
● The ability to work from everywhere
● Combination of giving history + engagement = great visits
● Plan and execute trips...
Getting Ready for What’s Next
Football Tickets
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Signing Day… how many
non-Bear Foundation
members did we
engage?
Make the
a...
The Giving Funnel
Across the Midwest
K-State Family Scholarship Program
K-State Family Scholarship Program
319,000
constituents
27,000 rated donors
3,880
engaged
31
$30k gifts
In-house
Mid-Tier
MGO
Goal: Identify Prospects for 13 Colleges & Departments
Meet Jacob
Speaker!
Jacob Astley
Director of Prospect Development,
Oklahoma State University Foundation
Strategy: Mine for Engaged, Unassigned Donors
The Oklahoma State Giving Funnel
310,000
constituents
5,000
engaged around aviation content
772
consistent donors
15
high-...
Q&A
Thank you!
Aaron Borsellino
Assistant Vice President,
Advancement Systems
Caroline Scott
Strategic Customer
Success Manager
caroline@...
"That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery
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"That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 1 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 2 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 3 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 4 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 5 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 6 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 7 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 8 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 9 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 10 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 11 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 12 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 13 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 14 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 15 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 16 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 17 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 18 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 19 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 20 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 21 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 22 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 23 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 24 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 25 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 26 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 27 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 28 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 29 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 30 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 31 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 32 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 33 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 34 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 35 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 36 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 37 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 38 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 39 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 40 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 41 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 42 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 43 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 44 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 45 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 46 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 47 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 48 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 49 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 50 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 51 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 52 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 53 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 54 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 55 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 56 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 57 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 58 "That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery Slide 59
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"That Good Old Baylor (Pipe)line" - Using social media to fuel prospect discovery

  1. 1. “That Good Old Baylor (Pipe)Line:” Engagement Insights Fueling Prospect Discovery, Donor Acquisition
  2. 2. Aaron Borsellino Assistant Vice President, Advancement Systems Caroline Scott Strategic Customer Success Manager caroline@evertrue.com Nick Florence Director of Development Josh Lassiter Assistant Director of Development
  3. 3. 1. What’s happening at Baylor? 2. The power of connecting digital engagement to fundraising 3. Better information = better gift officer outreach 4. What’s next? 5. Q&A Today, we’ll cover...
  4. 4. Want an Apple Watch? Grab the slides here:
  5. 5. Baylor: Challenges/Opportunities and Priorities
  6. 6. Everything’s good here!
  7. 7. 2018: 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. Where are we in 2029?
  13. 13. 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
  14. 14. Movies 2004 Movies 2019
  15. 15. Loyalty 2000 Loyalty 2019
  16. 16. Why Social Matters
  17. 17. Facebook: This Is Where the Party’s At Source: Statista
  18. 18. 68% of the U.S. uses Facebook… that’s more than Instagram and Pinterest combined
  19. 19. Source: Social Media Today http://bit.ly/2Ew4sDB There are over 575 million users on LinkedIn
  20. 20. 74% of Facebook users are on every day.
  21. 21. Source: EverTrue data, Sept. 2018 1942 1956 1965 1974 1983 1992 2001 2010 1,300 1,100 900 700 500 300 100 -100 Engagement By Class Year
  22. 22. Plugging Social Into Relationship Management
  23. 23. Discovery Who are your most-engaged current donors? Who’s been active lately and lives in the next city you’re visiting? Affinity What types of content do prospects love? What lists exist for needs without a built-in constituency? Stewardship How often is the university top-of-mind? How do we share content that the donor cares about?
  24. 24. Does This Work? (Yes. Yes it does.)
  25. 25. Participation among digitally engaged constituents is 3.4x higher
  26. 26. If every past donor you engaged on Facebook last year gave at their previous level... <100K constituents $184,000 more 100 - 300K constituents $620,000 more 300K+ constituents $3.1 Million more
  27. 27. Social media isn’t just for small donors. Donors who contribute above your institution’s average lifetime gift amount are also twice as likely to interact with your university on Facebook. 2X
  28. 28. Socially engaged prospects are 76% more likely to respond to cold outreach 45% 15% 0% Responded To “Cold” Outreach Non-Engaged Digitally Engaged 30%
  29. 29. You’re missing great prospects. 43% of the average institution’s high-capacity, digitally engaged donors, remain unassigned.
  30. 30. Baylor Put This to the Test
  31. 31. Do Likes = Ticket Sales?
  32. 32. National average for cold outreach is a 2-4% return
  33. 33. Hot Leads Generate Results 10.64% purchase rate Womens Basketball 6.56% purchase rate Mens Basketball Conversations with: 40% Womens Prospects 31% Mens Prospects Ruled out interest among 25% (womens) and 15% (mens) of prospects (3x’s the national rate) (2x’s the national rate)
  34. 34. This is a Modern Approach to Fundraising
  35. 35. Alumni & Parent Engagement Annual Donors Discovery MG
  36. 36. The Giving Funnel ENGAGE QUALIFY ASSIGN SOLICIT Events Email Social Volunteers Engagement Affinity Capacity Make the ask… quickly Mass Outreach Leadership Portfolio Planned Gift
  37. 37. Where Else Can We Use This Approach?
  38. 38. 6,000 in Georgia Area ENGAGE QUALIFY ASSIGN SOLICIT 600 interacting on Facebook 72 prospects ready for a visit. Who’s engaged, unassigned, and given $1k+? Well, hello there Josh!
  39. 39. Gift Officers Need More
  40. 40. Fresh information Instant prospect lists Mobile tools Stale data 2-week waiting periods Spreadsheets What they needWhat they get .
  41. 41. When Gift Officers have what they need, good things happen.
  42. 42. ● Insight into activities and meetings ● Contact reports are immediate and searchable ● Removing roadblocks (access to information and constituent data) ● Giving development officers the tools they want to stay in the profession How managers remove roadblocks
  43. 43. ● Spend 50% less time planning trips ● Prioritizing visits — who to see, who needs a touch ● Pre-visit intel ● Mobile contact reports Managing a Mature Portfolio
  44. 44. ● The ability to work from everywhere ● Combination of giving history + engagement = great visits ● Plan and execute trips 50% faster ● Map-based visualization to dig deep into the Southeast Building a Portfolio
  45. 45. Getting Ready for What’s Next
  46. 46. Football Tickets ENGAGE QUALIFY ASSIGN SOLICIT Signing Day… how many non-Bear Foundation members did we engage? Make the ask… quickly Pair them with the right gift officer. Who’s an existing, rated, unassigned donor?
  47. 47. The Giving Funnel Across the Midwest
  48. 48. K-State Family Scholarship Program
  49. 49. K-State Family Scholarship Program
  50. 50. 319,000 constituents 27,000 rated donors 3,880 engaged 31 $30k gifts
  51. 51. In-house Mid-Tier MGO
  52. 52. Goal: Identify Prospects for 13 Colleges & Departments
  53. 53. Meet Jacob Speaker! Jacob Astley Director of Prospect Development, Oklahoma State University Foundation
  54. 54. Strategy: Mine for Engaged, Unassigned Donors
  55. 55. 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!
  56. 56. Q&A
  57. 57. Thank you!
  58. 58. Aaron Borsellino Assistant Vice President, Advancement Systems Caroline Scott Strategic Customer Success Manager caroline@evertrue.com Nick Florence Director of Development Josh Lassiter Assistant Director of Development

From CASE D4 - 2019

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