1

Customer SummaryThe Citadel Brigadier |

Foundation wanted to

revitalize its membership

campaign by taking a more

targeted approach

The Foundation used its |

constituent information from

The Raiserrsquos Edge and advice

from The Kennickell Group to

help guide the process

The Foundationrsquos staff |

members analyzed the

information on their

supporters and were able to

use the data to make well-

informed decisions that would

be used to develop a focused

membership drive campaign

The Foundation began |

a targeted membership

campaign which has already

raised $200000 and increased

membership by 20 percent

The Citadel Brigadier Foundation Achieves Record-Breaking Membership Campaign and Raises $200000 with Help from The Raiserrsquos Edgereg

Founded in 1842 The Citadel has an undergraduate student body of about 2000 students who make up the South Carolina Corps of Cadets Another 1000 students attend The Citadel Graduate College a civilian evening program that offers graduate and professional as well as undergraduate programs

The Citadel Brigadier Foundation is the philanthropic arm that supports athletics at The Citadel Donations to The Citadel Brigadier Foundation go primarily to non-endowed athletic scholarships for a variety of athletic programs

the challenge

In 2010 staff members at The Citadel Brigadier Foundation decided to re-evaluate their processes for the Foundationrsquos membership drive and take a more coordinated approach Instead of conducting several campaigns throughout the year The Citadel Brigadier Foundation elected to conduct one highly coordinated and strategic campaign

When the Foundation decided to re-evaluate and improve its membership campaign it enlisted the help of The Kennickell Group a Savannah Georgia-based company that specializes in print solutions direct mail and fulfillment and marketing

the solution

The Kennickell Group helped The Citadel Brigadier Foundation take the constituent data that had been stored and maintained in The Raiserrsquos Edgereg and dice it into a number of categories cross-referencing a variety of attributes in the database to arrive at a number of conclusions that would be used to develop a focused membership drive campaign

Using data from The Raiserrsquos Edge the Foundation has already been able to save money and increase membership One of the primary reasons that the campaign has been a success thus far can be attributed to the data The Citadel Foundation maintained in its Raiserrsquos Edge database

Riley Croft account executive at The Kennickell Group states that the amount of data that The Raiserrsquos Edge can store and store in an organized manner made it possible for the Foundation to learn more about its constituency and focus its campaign on those most likely to give

By analyzing the data to determine those most likely to become members the Brigadier Foundation was able to eliminate 13000 records from the direct mail list resulting in a savings of approximately $6000 in postage For Mr Croft these savings would not have been possible without available data to analyze Otherwise the Foundation would have done what it typically did mdash spend money sending pieces to individuals whose chances of joining were less than one percent

The team gained valuable insights about the Foundationrsquos supporters For example alumni living within 25 miles of campus are three times more likely to join than the average alumni Looking

The Citadel Brigadier FoundationCustomer Story

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Continued on following pageContinued on following page

2

copy August 2010 Blackbaud Inc

This customer story is for informational purposes

only Blackbaud makes no warranties expressed or

implied in this summary The information contained

in this document represents the current view of

Blackbaud Inc on the items discussed as of the date

of this publication

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trademarks or registered trademarks of Blackbaud

Inc The names of actual companies and products

mentioned herein may be the trademarks of their

respective owners

About BlackbaudBlackbaud is the leading global provider

of software and services designed

specifically for nonprofit organizations

enabling them to improve operational

efficiency build strong relationships

and raise more money to support

their missions Approximately 22000

organizations use one or more

Blackbaud products and services for

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consulting and analytics Since 1981

Blackbaudrsquos sole focus and expertise

has been partnering with nonprofits

and providing them the solutions they

need to make a difference in their

local communities and worldwide

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Blackbaud also has operations in

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at this further they discovered that there are 2000 alumni living within 25 miles of campus who were not currently members Now the Foundation could focus on those 2000 and really engage each of them to deliver a personal message that would resonate

Analysis of the data also led to the discovery that former athletes are three to four times more likely to join than average alumni and 500 former athletes live within 25 miles of the campus Similarly military ranks of Colonel or higher are three times more likely to join than the average alumnus

Another interesting discovery was that the Foundation had no female members despite the fact that a number of female graduates

attended The Citadel on full or partial athletic scholarships funded by the Foundation Since the campaignrsquos launch in the beginning of 2010 the Foundation now has several female members

the results

All of this information housed and maintained in Blackbaudrsquos The Raiserrsquos Edge gave The Kennickell Group and The Citadel Brigadier Foundation the ability to better understand donors The data enabled the Foundation to determine who is most likely to give who in that group is not a member and which groups of alumni warrant the most attention

Based on the data analysis the team identified 13 distinct target segments for the 2010 membership campaign The Kennickell Group then tailored marketing messages to the behavioral and demographic indicators of each target segment Based on the target segment prospective alumni members were sent personalized postcards that elicited action and directed them to their personal URLs (or PURL) where they could donate online and order a free gift

To capture the attention of postcard recipients The Kennickell Group utilized a photo taken of cadets in formation on the football field to create several variable digital motifs that spelled out the name of each postcard recipient These highly personalized pieces had a profound impact because they directly related to the recipientrsquos experience as a cadet at The Citadel

For The Citadel Brigadier Foundation targeted marketing has thus far proven better than a mass generic approach to membership drives The campaign only in its beginning months has already raised more than $200000 mdash a new all-time record Jerry Baker executive director for The Citadel Brigadier Foundation set a goal to increase membership by 10 percent To date the organization has increased membership by 18 percent

The Citadel Brigadier Foundation now attests that it truly understands how data can help nonprofits understand their constituents and make a case for collecting data mdash and the software to effectively store and maintain it The Citadel Brigadier Foundation now knows that the power of data a good CRM system to maintain it and a targeted approach to communication can yield positive results and a great return on investment

Courtesy of The Citadel Brigadier Foundation

Blackbaud software and services used by The Citadel Brigadier Foundation

The Raiserrsquos Edge | reg