Know Your Neighbor Kate Schwartz Brennan Saint Louis University Clark Gafke RuffaloCODY Know Your Neighbor RuffaloCODY Conference July 23-24, 2013 Kate Schwartz Brennan, Saint Louis University Clark Gafke, RuffaloCODY Know Your Neighbor Agenda I. Sources of Contributions I. 2012 vs. 1993 II. Where We Are Giving I. 2012 vs. 1993 III. Choices USA 501c3 Community I. By State IV. Donor Differences I. Men vs. Women II. Rich vs. Everyone Else III. Major Donors vs. Donors less than $1,000 IV. Three Quarters of Americans V. Conservatives vs. Liberals VI. How much we give based on where we live V. Supporting Alumni Percentages I. Press Headlines II. Major Gift Announcements VI. $1 Billion Campaigns VII. The Hard Questions 1
Know your Neighbor Agenda VIII. Saint Louis University Profile IX. What we know about our prospects and what we do with this information I. Demographics, Interests & Ratings II. Data collection and Tracking III. Personalization IV. Becoming a Priority X. An Annual Giving Campaign: Phase One I. Goals II. Collecting Feedback III. Stewardship Opportunities IV. Integrated Development Marketing Campaign XI. Stewardship I. What Donors Want II. Stewarding the Average Donor XII. An Annual Giving Campaign: Phase Two I. Show impact through storytelling I. Prioritizing Annual Giving Prospects 2012 Giving USA: $316.23 Billion Source: Giving USA 1993 Giving USA: $126.22 Billion Source: Giving USA 2
Source: Giving USA 1993 Giving USA: $126.22 Billion Source: Giving USA 2012 Giving USA: $316.23 Billion Source: Giving USA 3
Source: Giving USA Choices 528,174 101% Source: National Center for Charitable Statistics Choices 1995 to 2010 US Registered 501c3 Public Charities STATE 1995 2010 Increase Alaska 2,015 3,672 82% Alabama 6,247 14,105 125% Arkansas 4,374 9,706 121% Arizona 6,955 16,737 104% California 62,613 116,968 87% Colorado 9,643 20,022 107% Connecticut 7,618 13,076 72% District of Columbia 6,730 9,110 35% Delaware 1,656 3,399 105% Florida 20,243 54,919 171% Georgia 10,164 28,936 185% Hawaii 2,890 5,661 96% Iowa 7,679 13,875 80% Idaho 2,392 5,037 110% Source: National Center for Charitable Statistics 4
Choices 1995 to 2010 US Registered 501c3 Public Charities STATE 1995 2010 Increase Illinois 21,226 40,574 91% Indiana 11,905 22,873 92% Kansas 6,149 11,419 85% Kentucky 6,751 12,601 87% Louisiana 6,108 12,897 111% Massachusetts 13,999 24,842 77% Maryland 10,797 23,641 119% Maine 3,144 5,969 90% Michigan 16,207 32,690 101% Minnesota 11,448 22,385 95% Missouri 13,231 23,367 76% Mississippi 3,495 9,102 160% Montana 3,187 6,687 110% North Carolina 13,065 29,884 129% Source: National Center for Charitable Statistics Choices 1995 to 2010 US Registered 501c3 Public Charities STATE 1995 2010 Increase North Dakota 2,115 3,515 66% Nebraska 4,490 7,558 68% New Hampshire 2,622 5,447 108% New Jersey 13,634 28,668 110% New Mexico 4,034 7,302 81% Nevada 2,153 7,748 260% New York 35,950 67,499 88% Ohio 23,285 41,530 78% Oklahoma 7,479 13,659 83% Oregon 8,214 15,646 90% Pennsylvania 21,375 41,428 94% Rhode Island 2,284 3,775 65% South Carolina 6,013 16,507 175% South Dakota 2,139 4,122 92% Source: National Center for Charitable Statistics Choices 1995 to 2010 US Registered 501c3 Public Charities STATE 1995 2010 Increase Tennessee 11,902 22,400 88% Texas 32,193 71,897 123% Utah 2,530 5,930 134% Virginia 12,933 28,174 118% Vermont 2,253 4,124 83% Washington 12,781 24,638 93% Wisconsin 10,981 21,208 93% West Virginia 3,422 6,974 104% Wyoming 1,476 2,813 90% Source: National Center for Charitable Statistics 5
Who Gives? Based on Head of Household Source: Center of Philanthropy Average Household Donations Source: Portfolio.com: Alms From the Working Class The Difference in Donors Major Gift Donors Donors less than $1,000 Mission motivating gifts Supportive of the mission Loyal to the organization Unrestricted giving is comfortable Restricted giving is a preference Other giving priorities can influence them Name recognition in important Tax issues are not in play Networked with other donors Enjoy donor recognition Tax issues are in play Support 7 10 NPOs annually Long term cultivation is required Most don t send unsolicited gifts About three quarters of American families donate $1,800 to charity Conservatives give 30% more than liberals despite making less Households exceeding $1 million in annual income (7% of the population) make 50% of all donation dollars The remaining 93% of the population gives almost 30% more of their income to charity Source: ABC 20/20 OnPhilanthropy: ncvaonline.org 6
Conservatives vs. Liberals MOST CHARITABLE Utah* Mississippi Alabama Tennessee South Carolina Idaho Arkansas Georgia *Most of all 10.6% 2008 Presidential Election LEAST CHARITABLE Wisconsini Connecticut Rhode Island Massachusetts Vermont Maine New Hampshire* *Least of all 2.5% Source: ABC 20/20 The Chronicle of Philanthropy Alumni Participation Rates 14 /19 biggest gifts announced by individuals in 2010 go to universities (only 5 went to other charities) Source: Council for Aid to Education: Voluntary Support of Education The Chronicle of Philanthropy Alumni Participation Rate by Age Source: Saint Louis University 7
2007 Headline Philanthropy hits record as number of $100 million donations increase; The rich share wealth: $50.5 billion in 2006 21 donations of $100 million or more compared with 11 in 2005 Philanthropy of the country s 60 most generous givers hit a record $7 billion in 2006, up from $4.3 billion the year before Stanford University in the midst of a $4 billion campaign, the largest ever for a university Phil Knight recognized for giving $105 million to Stanford s business school Source: USA TODAY University The Top 25 Campaign Goal Stanford University* $4,300,000,000.00 Columbia University $4,000,000,000.00 Cornell University $4,000,000,000.00 University of Pennsylvania $3,500,000,000.00 Yale University $3,500,000,000.00 City University of New York $3,000,000,000.00 State University of New York $3,000,000,000.00 University of California at Berkeley $3,000,000,000.00 University of Texas at Austin $3,000,000,000.00 University of Virginia $3,000,000,000.00 University of Illinois System $2,250,000,000.00 Pennsylvania State University at Univ. Park $2,000,000,000.00 University of Pittsburgh $2,000,000,000.00 Princeton University $1,750,000,000.00 Source: The Chronicle of Higher Education The Top 25 University Campaign Goal Vanderbilt University $1,750,000,000.00 Emory University $1,600,000,000.00 Boston College $1,500,000,000.00 University of Florida $1,500,000,000.00 University of Notre Dame $1,500,000,000.00 Brown University $1,400,000,000.00 Brandeis University $1,220,000,000.00 Tufts University $1,200,000,000.00 University of Nebraska $1,200,000,000.00 University of Utah $1,200,000,000.00 Indiana University at Bloomington $1,100,000,000.00 Source: The Chronicle of Higher Education 8
Gift Range $1 Billion Dollar Gift Range Chart # of Gifts Required Cumulative Total Cumulative % $100,000,000.00 1 $100,000,000.00 10% $50,000,000.00 2 $200,000,000.00 20% $25,000,000.00 5 $325,000,000.00 33% $10,000,000.00 10 $425,000,000.00 43% $5,000,000.00 20 $525,000,000.00 53% $2,500,000.00 40 $625,000,000.00 63% $1,000,000.00 60 $685,000,000.00 69% $500,000.00 100 $735,000,000.00 74% $300,000.00 120 $771,000,000.00 77% Under $300,000.00 1,526 $1,000,000,000.00 100% Totals 1,884 $1,000,000,000.00 Source: blackbaud Gift Range Calculator for Nonprofits It s not how much you give it s that you give. TRUE FALSE I can t give enough to make a difference. TRUE FALSE Saint Louis University Catholic, Jesuit University founded in 1818 Total enrollment: 13,981 8,806 undergraduate 5,175 post baccalaureate 3,003 Faculty Members 100 undergraduate majors and more than 70 graduate programs 116,702 Living Alumni Currently residing in 50 states and 139 countries 97,247 Solicitable Alumni 56,577 Undergraduate Solicitable Alumni 14.8% Overall alumni participation 14.4% Undergraduate participation https://www.slu.edu/documents/2013_profile.pdf 9
FY13 All Solicitable Alumni by School Public Health, 1,923 Former Colleges, 1,885 Nursing, 8,163 Medicine, 7,134 Arts & Sciences, 26,193 Law, 8,792 Allied Health, 6,114 Engineering & Aviation, 8,554 Education, 5,427 Advanced Dental, 623 Professional Studies, 1,910 Business, 16,998 Social Service, 3,531 Alumni Participation Rate by School 25.0% 20.0% 15.1% 17.5% 22.6% 23.4% 15.0% 10.0% 13.5% 12.6% 11.8% 15.3% 9.8% 11.1% 14.9% 14.2% 5.0% 11.7% 0.0% What do we know about our prospects? Demographics Add & update through phonathon, donor surveys, emails, etc. Don t forget about spouse & child information AND employer & job title! Ensure that your database is linking relationship records Interests & Achievements Load student activities, iii event attendance, class notes, awards, etc. to your database Capacity Ratings Belief in the mission of your university 10
What can we do with this information? Demographics Personalize the phonathon Creative Segmentation (alumni parents, married alumni, etc.) Interests & Achievements Increase engagement with reunions & special events Create donor centric solicitations Create likelihood scores Capacity Ratings Prioritize our prospects (More on this later stay tuned!) Belief in the mission of your university Tell stories of your mission in action How do we become a priority for our prospects? Why do donors give and what prevents non donors from giving? Speculate vs. going to the source Alumni Survey Focus Groups Integrated development marketing campaign An Annual Giving Campaign: Phase One 11
...every dollar that allows college students to carry less debt is a dollar well spent....both of my boys got a fantastic education at SLU. Their scholarships made SLU affordable so I support the Saint Louis University Scholarship Fund....I'm a graduate. it is the right thing to do since SLU helped me to achieve what I have achieved. SLU gave me a fantastic career in social work as well as many great friends and memories SLU gave me a fantastic career in social work as well as many great friends and memories....saint Louis University gave me an opportunity to have a great life, which I have had as a result of my education....joan Hrubetz made a difference in my nursing career. it is where my husband and I met and started dating 40 years ago....i support the mission of SLU, a Catholic university with Jesuit ideals. the values imparted to me at SLU have helped guide my life. it is an outstanding Jesuit school preparing the whole person to lead a full and rewarding life. SLU taught me to give back!! 12
How do donors WANT to be stewarded? Trinkets and Tchotchkes? Invitations to special events? Special recognition in an honor roll? The red carpet treatment at events? Knowledge of how their gift was used? The feeling that they have made a difference? Stewarding the average donor Personalized acknowledgement letter featuring specific points of pride Thank you calls from students Recognition at Homecoming Thank you postcard with car decal for all new and lapsed donors Consecutive giving society (to be kicked off this fiscal year!) Consistently show the impact of their gift. 13
Impact of the $100 Gift If all alumni gave $100 we could raise $. A gift of $100 covers the cost of a case of new beakers for the Chemistry lab. Alumni participation ii i it is not the amount you give, but rather the action of giving. Gifts of all sizes matter. Last year, gifts of $100 or less totaled over $650,000. An Annual Giving Campaign: Phase Two Our Mission in Action 14
Segmenting Segmenting Using what we know to prioritize Annual Giving prospects Probability of Giving & Value of Gift The Reeher Platform is one way to acquire these scores Determine what scores capture your best Annual Giving Prospects Will be different for everyone; important to look at your baseline and benchmark with similar schools Same concept used by major gift officers, just different values 15
SLU s Top AGP Prospects Reeher go live date June 5, 2013 Using Reeher, we identified nearly 6,000 prospects as Top AGP Prospects who had not given as of June 3,893 were alumni Sent a simple mail solicitation (in house), an email and added these prospects to a new CampusCALL project SLU s Top AGP Prospects Results Direct Mail: Dropped on June 14 to 3,348 households Used existing letterhead and envelopes only cost this fiscal year was postage! 85 gifts and pledges for $20,460 2.5% response rate & $0.06 to raise $1 Most successful direct mail in FY13 prior to this was 1.9% and $0.11 Phonathon: 3,602 prospects loaded into CampusCALL Had 89.45 system hours and 22.28 hours of talk time 71 pledges (and 25 unspecified pledges) 31.98% participation Compared to our FY13 overall participation rate of 28.39% Average gift of $169 Compared to our FY13 overall average gift of $135 Thank you! For more information contact: Kate Schwartz Brennan schwarkj@slu.edu 314.977.3783 Clark Gafke clark.gafke@ruffalocody.com 702.499.6524 Please complete the session evaluation at: www.ruffalocody.com/surveys 16