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Winning Strategies:
Turning fans into donors
Let’s hear those questions!
Casey Steffan
Dir. of Membership &
Development
Virginia Athletics Foundation
@UVA_VAF
Nick Fulton
Dir. of Annual
Campaigns...
Our Mission Is To Build Relationships
In Pursuit Of A Better World.
300+ Education Partners
RSVP to "ESPN College Gameday":
Virginia vs. Virginia Tech
NAME
John Creighton ‘78
ORGANIZATION/TITLE
EVP of Business Deve...
Technology has transformed our daily lives.
Fan Engagement 1.0 Fan Engagement 2.0
Ticketing 1.0 Ticketing 2.0
Real Estate 1.0 Real Estate 2.0
Remember John?
5.6k
44709
John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP Business Developmen...
Fundraisers are still underserved by
traditional databases.
Complex
Workflows
Poor Access
to Data
Incomplete
Data
Challeng...
Donors Down
30-year industry-wide decline in
annual participation.
Tax Reform
Incentives for donors and fans have
quickly ...
Database
Ticketing
Parking
Points
Critical donor and fan engagement data is disparate and inaccessible.
Status Quo = Siloe...
Database
Ticketing
Parking
Points
EverTrue has worked closely with UNC and UVA to
empower athletics fundraisers by unifyin...
John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP - Business Development
Citibank
The Complete ...
Non-Donors
Members
Discovery
MG
GOAL:
Personalized Stewardship &
Relationships with Top Donors
Members
Discovery
MG
Non-Donors
Members
Discovery
MG
In-Game Donor Management1.0
Starts with Ticket Holders2.0
120
Matched Constituents
323
Went
386
Interested
Add Digital Insights & Word of Mouth2.0
In-Game Stewardship2.0
John Creighton
Class of 1978
John Creighton
Class of 1978
Enter Contact Reports on the Spot2.0
Met John at the UNC vs. Duke game.
He’s a huge fan. I re...
Close the Loop2.0
John Creighton gave $2,000
GOAL:
Add New Major Gift Pipeline
Members
Discovery
MG
Non-Donors
Members
Discovery
MG
Trip Planning & Prospecting1.0
Travel, Transformed2.0
Rethinking Metrics2.0
A-List
✓ Giving $3700+
✓ Major gift ask
B-List
✓ Consistent $2k Gift
✓ Don’t see often
Acquisition
✓...
Regional Prospecting:
Tournaments & Away Games
2.0
Next Level Search
38
Out-of-state, unassigned,
engaged donors whose last gift
was $500+
GOAL:
Enroll New Members
Members
Discovery
MG
Non-Donors
Members
Discovery
MG
Appeals to Non-Donors1.0
Identify Engaged Former
Student-Athletes, By Team
2.0
13,000
Fans and followers
203
Alumni
105
Non-donors
Create Affinity-based Micro-campaigns
Inbox x
Dec 10 ➦
We’re so close to reaching our goal,
but we still need your help!
A...
Customize the Donor Experience
Athlete
Women’s Soccer
Men’s Tennis
More...
2.0
Restricted Giving Test Run2.0
Membership Enrollment1.0
An 11-stop “Tar Heel Tour”2.0
Coffee with John
Cafe Nero
John Creighton
Directions
15 min drive (1.9 mi) John Creighton
Class of 1979
My Trip
1:1 Outrea...
“Our Blue is Best” Challenge2.0
Next Level Segmentation
Takeaways
0
1.5M
Build
1M
Build. Understand. Ask.
243
Engagers
2
Assigned Prospects
52
LYBUNTS & SYBUNTS
53
Never Donated
Build.
Understand
?
Engagers
?
Assigned Prospects
?
LYBUNTS & SYBUNTS
?
Never Donated
Non-Donors
Members
Discovery
MG
Ask
Build.
Understand
Who’s already
raised their hand
about your
campaign?
Non-Donors
Members
Discovery
MG
Ask
Build.
Understand
Who’s watching
your Facebook
Live stream?
Non-Donors
Members
Discovery
MG
Ask
Build. Understand. Ask.
Who are your most
active, unassigned
top prospects?
How do specific
prospects feel
about our new
coach?
Ask
Who’s ready to
give at a
championship
level?
John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP - Business Development
Citibank
Who is Your N...
Q&A
Use promo code “SPORTS” for 10% off your RAISE
ticket through Friday, just for today’s attendees!
Boston, MA | July 26 – 2...
Thank you!
caseysteffan@virginia.edu
nick@ramsclub.com
brent.grinna@evertrue.com
Winning Strategies: Turning Engaged Fans Into Donors
Winning Strategies: Turning Engaged Fans Into Donors
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Winning Strategies: Turning Engaged Fans Into Donors

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Fan engagement has shifted to social media, providing advancement teams with loads of untapped potential.

Hear how the Virginia Athletics Foundation and the UNC Rams Club are turning fans into donors. You’ll learn how these teams are broadening the donor base and building major gift pipeline by harnessing digital insights and social engagement.

We talked with Casey Steffan, Director of Membership and Development at VAF, and Nick Fulton, Director of Annual Campaigns at UNC, about the challenges and opportunities facing athletics fundraisers.

  • Be the first to like this

Winning Strategies: Turning Engaged Fans Into Donors

  1. 1. Winning Strategies: Turning fans into donors
  2. 2. Let’s hear those questions!
  3. 3. Casey Steffan Dir. of Membership & Development Virginia Athletics Foundation @UVA_VAF Nick Fulton Dir. of Annual Campaigns The Rams Club, UNC @TheRamsClub Brent Grinna Founder & CEO EverTrue @brentgrinna #EverTrue4Athletics
  4. 4. Our Mission Is To Build Relationships In Pursuit Of A Better World.
  5. 5. 300+ Education Partners
  6. 6. RSVP to "ESPN College Gameday": Virginia vs. Virginia Tech NAME John Creighton ‘78 ORGANIZATION/TITLE EVP of Business Development, CitiBank COMMENTS Go Cavaliers! WILL ATTEND WILL NOT ATTEND ✔
  7. 7. Technology has transformed our daily lives.
  8. 8. Fan Engagement 1.0 Fan Engagement 2.0
  9. 9. Ticketing 1.0 Ticketing 2.0
  10. 10. Real Estate 1.0 Real Estate 2.0
  11. 11. Remember John? 5.6k 44709 John Creighton Charlottesville, VA Class of 1978, University of Virginia EVP Business Development Citibank
  12. 12. Fundraisers are still underserved by traditional databases. Complex Workflows Poor Access to Data Incomplete Data Challenging Collaboration Lack of Best-in-Class integrations
  13. 13. Donors Down 30-year industry-wide decline in annual participation. Tax Reform Incentives for donors and fans have quickly shifted. This is a Critical Time for ALL Fundraisers $
  14. 14. Database Ticketing Parking Points Critical donor and fan engagement data is disparate and inaccessible. Status Quo = Siloed Systems
  15. 15. Database Ticketing Parking Points EverTrue has worked closely with UNC and UVA to empower athletics fundraisers by unifying this data. Future = Integrated Systems
  16. 16. John Creighton Charlottesville, VA Class of 1978, University of Virginia EVP - Business Development Citibank The Complete EverTrue Profile *Not actual giving data
  17. 17. Non-Donors Members Discovery MG
  18. 18. GOAL: Personalized Stewardship & Relationships with Top Donors
  19. 19. Members Discovery MG Non-Donors Members Discovery MG
  20. 20. In-Game Donor Management1.0
  21. 21. Starts with Ticket Holders2.0
  22. 22. 120 Matched Constituents 323 Went 386 Interested Add Digital Insights & Word of Mouth2.0
  23. 23. In-Game Stewardship2.0 John Creighton Class of 1978
  24. 24. John Creighton Class of 1978 Enter Contact Reports on the Spot2.0 Met John at the UNC vs. Duke game. He’s a huge fan. I reviewed our various programs and initiatives|
  25. 25. Close the Loop2.0 John Creighton gave $2,000
  26. 26. GOAL: Add New Major Gift Pipeline
  27. 27. Members Discovery MG Non-Donors Members Discovery MG
  28. 28. Trip Planning & Prospecting1.0
  29. 29. Travel, Transformed2.0
  30. 30. Rethinking Metrics2.0 A-List ✓ Giving $3700+ ✓ Major gift ask B-List ✓ Consistent $2k Gift ✓ Don’t see often Acquisition ✓ Focus on new $? Today... Tomorrow...
  31. 31. Regional Prospecting: Tournaments & Away Games 2.0
  32. 32. Next Level Search 38 Out-of-state, unassigned, engaged donors whose last gift was $500+
  33. 33. GOAL: Enroll New Members
  34. 34. Members Discovery MG Non-Donors Members Discovery MG
  35. 35. Appeals to Non-Donors1.0
  36. 36. Identify Engaged Former Student-Athletes, By Team 2.0 13,000 Fans and followers 203 Alumni 105 Non-donors
  37. 37. Create Affinity-based Micro-campaigns Inbox x Dec 10 ➦ We’re so close to reaching our goal, but we still need your help! As a former women’s soccer player, you know how much philanthropy can make a difference in the lives of so many. Show your support for the Hoos. DONATE Step up for women’s soccer! Virginia Athletics Foundation to Lisa Shaw ⏬ 2.0
  38. 38. Customize the Donor Experience Athlete Women’s Soccer Men’s Tennis More... 2.0
  39. 39. Restricted Giving Test Run2.0
  40. 40. Membership Enrollment1.0
  41. 41. An 11-stop “Tar Heel Tour”2.0
  42. 42. Coffee with John Cafe Nero John Creighton Directions 15 min drive (1.9 mi) John Creighton Class of 1979 My Trip 1:1 Outreach2.0
  43. 43. “Our Blue is Best” Challenge2.0
  44. 44. Next Level Segmentation
  45. 45. Takeaways
  46. 46. 0 1.5M Build 1M
  47. 47. Build. Understand. Ask. 243 Engagers 2 Assigned Prospects 52 LYBUNTS & SYBUNTS 53 Never Donated
  48. 48. Build.
  49. 49. Understand ? Engagers ? Assigned Prospects ? LYBUNTS & SYBUNTS ? Never Donated
  50. 50. Non-Donors Members Discovery MG Ask
  51. 51. Build.
  52. 52. Understand Who’s already raised their hand about your campaign?
  53. 53. Non-Donors Members Discovery MG Ask
  54. 54. Build.
  55. 55. Understand Who’s watching your Facebook Live stream?
  56. 56. Non-Donors Members Discovery MG Ask
  57. 57. Build. Understand. Ask. Who are your most active, unassigned top prospects?
  58. 58. How do specific prospects feel about our new coach?
  59. 59. Ask Who’s ready to give at a championship level?
  60. 60. John Creighton Charlottesville, VA Class of 1978, University of Virginia EVP - Business Development Citibank Who is Your Next “John”?
  61. 61. Q&A
  62. 62. Use promo code “SPORTS” for 10% off your RAISE ticket through Friday, just for today’s attendees! Boston, MA | July 26 – 27 Register today at raisebyevertrue.com
  63. 63. Thank you! caseysteffan@virginia.edu nick@ramsclub.com brent.grinna@evertrue.com

Fan engagement has shifted to social media, providing advancement teams with loads of untapped potential. Hear how the Virginia Athletics Foundation and the UNC Rams Club are turning fans into donors. You’ll learn how these teams are broadening the donor base and building major gift pipeline by harnessing digital insights and social engagement. We talked with Casey Steffan, Director of Membership and Development at VAF, and Nick Fulton, Director of Annual Campaigns at UNC, about the challenges and opportunities facing athletics fundraisers.

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