Target Analytics FY11 donorcentrics Benchmarking Meetings Epiphanies and Revelations Facilitated by: Brian Kish Senior Vice President, University of Arizona Foundation & Annual Giving Consultant, Campbell & Company
3 General Hot Topics Ask Levels and Strengthening the Case for Support Re-Occurring Giving, a.k.a Monthly Giving Stewardship Target Analytics Page #2
AS Sampling of ftop Ideas Shared by Clients
Ask Levels and the Case for Support o Chuck Longfield s Study- people dislike unusual numbers o Syracuse s ask strategies- $44 o Justifying your top ask: Private School Example College budget of $60 million Divided by number of minutes in a year= $114 or $570 every 5 minutes and $1,141 every 10 If tuition only covers 85% of the overall budget, then $17 per minute or $170 every 10 minutes, or $510 every half hour is needed Public School Example College budget of $800,000,000 Divided by number of minutes in a year=$1,522 every minute If tuition and state support only cover 50% of the budget, then $761 is needed every minute Target Analytics Page #4
Dartmouth Example Your Impact The cost of the Dartmouth Experience per day per student is $286. Here's where the money goes: Target Analytics Page #5
Ask Levels and the Case for Support The Girl Effect-simplifying and strengthening their case http://www.youtube.com/watch?v=wivme4_kmnw http://www.youtube.com/watch?v=1e8xgf0jtvg&feature=relmfu Carleton College-simply having their callers tell their stories Guest Speaker: Amy Marks, Director of Annual Giving, University of Houston Target Analytics Page #6
: THE INSPIRATION Target Analytics Page #7 Distributed by Convio:
Targeted for Acquisition. Tested in Long-Lapsed audiences as well. 30,500 pieces for cost effectiveness. 6 x 9.5 booklet outer envelope. Well known young alum signer. 3 page letter! Thematic on traditions, educational angle on giving. Target Analytics Page #8
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Feel The Love! The piece really lent itself well to a series of low cost follow-up efforts that maximized the dollars invested: Email Facebook* Newsletter style communication (Valentine s Day edition sampled below) Leverage to encourage and educate student audiences: Call Center and University Center displays Responding to a call for support by UH graduate Jonas Chin ('09), hundreds of alumni have responded with gifts large and small. Including Coog paws autographed with names, class years and warm messages of Cougar pride with their gifts, the sea of support for UH students t and programs continues to grow. Hanging on campus today, these Cougar Paws demonstrate to current students that a proud alumni community is cheering them on. It s never too late to give the gift of encouragement. Request a paw when you make your next gift if yours is no longer on hand! Target Analytics Page #10
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Re-Occurring/Monthly Giving Canada continues to lead the way; University of Alberta Example 40% of young alumni (that make gifts) are giving monthly More alumni making monthly gifts via phone and web compared to mail First Ask is for monthly gift ASK 1: We are asking all recent graduates from the U of A to support their school with a donation of $10 per month to help the students here on campus. How would you feel about making a donation of $10 per month? (PAUSE WAIT FOR THEIR RESPONSE) Listen to feedback, use obstacles info ASK 2: IF NO TO MONTHLY: Again, we are really hoping to get everyone helping out this year, it really can make a huge difference here on campus, how about a one time gift of $50 to support the U of A. All gifts are tax deductable? Ask 2: IF NO TO AMOUNT: I understand $10 per month may not be for everyone, would you be able to help us tonight with a donation of $5 per month. It is tax deductable? ASK 3: No TO THE 2 ND ASKS ABOVE: I do understand but everyone s participation is so important. is there an amount that you feel would be able to commit to?. You could give $ (their grad year ie. $19.99 or $20.07) that would commemorate your grad year. Target Analytics Page #12
Re-Occurring Giving in the U.S. Carnegie Mellon s Tepper School of Business Started calling for upgrades on anniversary dates, moved to fiscal year-end Focus on $1,000+ gifts, had great success Have stayed away from current annual contributors with matching gifts due to management difficulty of the process Chris Hughes advice: pick your audience and do it well don t try to do this for the whole universe Target Analytics Page #13
Re-Occurring Giving in the U.S. Gift Calculator http://www.mygivingpoint.org/causes/giving-guidance/the-giving-calculator?nav_id=6 org/causes/giving-guidance/the-giving-calculator?nav id=6 http://www.partnersinhope.org/givingcalculator/index.html http://www.mobberly.org/home/popup/giving_calculator Future strategy of calling Alumni Association credit card holders Target Analytics Page #14
Stewardship Yale s B-school Dean s Annual Report Michigan s Insider ss Conference Call Concept http://communityphonecast.com/ Guest Speaker: Kate Potvin Senior Director of Annual Giving, Union College Target Analytics Page #15
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Thank you! Contact information: Brian Kish brian_kish@yahoo.com Jenny Cooke Jenny.Cooke@blackbaud.com Target Analytics Page #19