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Knowing Your Annual Fund:
A Case for Change
Introduction
A little about me
Work
Home
Introduction
Agenda
McKendree University Pedigree
1. Metrics
2. Data: A Case for Change
3. Opening Wallets
Conclusion
But First…
A poll
How many of you have:
Less than 3 years of experience
3-5 years of experience
5 or more years of experience
How many of you are:
Under the age of 25
25 - 30
30 – 40
40+
A poll
How many of you work in:
Annual Giving or Annual Fund
Major Gifts
Alumni Relations
Advancement Services
Stewardship
Knowing Your Audience
Source: Annual Giving Network
McKendree University Pedigree
Founded in 1828
4 Campuses
Lebanon, IL (Main) Campus
Scott Air Force Base, IL
Radcliffe, KY
Louisville, KY
Undergraduate Enrollment
2,300
McKendree University PedigreeBy the Numbers
Endowment
$28,000,000
Alumni of Record
23,000
Solicitable Alumni
18,000
Total Raised FY13
$1,650,000
McKendree University PedigreeDevelopment
Office of Development, Alumni and Parent Relations
8 FT Staff
3 Major Gifts
1 Annual Giving
1 Advancement Services
1 Alumni Relations
1 Stewardship
1 Support Staff
McKendree University PedigreeDevelopment
Data Base
The Raiser’s Edge
Online Giving
NetSolutions
Direct Mail
Phonathon
Social Media
Let’s Get Started
Metrics
Why is this important?
Evaluate
Generate Reports
We’re a small shop, what metrics are worth my time?
All of them…just not all the time
Metrics
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
$25 ask $50 ask $100 ask $250 ask $500 ask $1,000 ask $1,500 ask $3,500 ask
FY14 Fall AppealAsk Amount Analysis
Gave at ask amount Gave above ask amount Gave below as amount
Metrics
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
FY13by Month
Total
Unrestricted
Restricted
Metrics
Where Should I Start?
1. Annual Giving Programs
2. Trends – YOY Comparisons, Restricted vs. Unrestricted
3. Industry Trends
4. Benchmarking
Metrics
A Final Thought
Source: The Chronicle of Philanthropy
Metrics
The Pivot Table
MS Excel
Metrics
Metrics
Metrics
58.85%
14.97%
6.18%
2.28%
Alumni by State
Illinois Kentucky Missouri Florida
Data: A Case for Change
Now what?
Data: A Case for Change
Now that we have data, how do we use it?
Data: A Case for Change
Continuous Process Improvement
Evaluate
Brainstorm
Develop a list of 3-5 changes
Implement
Repeat
Data: A Case for Changeexample 1
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
FY04TOTAL
FY05TOTAL
FY06TOTAL
FY07TOTAL
FY08TOTAL
FY09TOTAL
FY10TOTAL
FY11TOTAL
FY12TOTAL
FY13TOTAL
Unrestrictedas a percentage of
Total Annual Fund
Data: A Case for Changeexample 1
Observations:
Restricted giving is on the rise
Specifically athletics and performing arts
In FY04, Unrestricted Annual Fund revenue made up 80% of
the Annual Fund. In FY13, it made up only 50%
Data: A Case for Changeexample 1
Result:
Family of Funds/Directed Giving
Better illustrates what the Annual Fund supports
Principia
Data: A Case for Changeexample 2
0
100
200
300
400
500
600
700
800
Class Size vs.
Number of Donors
Class Size
Number of Donors
Data: A Case for Changeexample 2
Observations:
Number of alumni produced each year is increasing
Higher enrollment
Number of donors per class year remains flat
Data: A Case for Changeexample 2
Result:
Give Big to the Pig
Student philanthropy
Senior Class Gift
Emphasis on senior gifts
Young Alumni
Segmentation towards GOLD
Opening Wallets
Opening Wallets
Understand what medium works best
No 1-size-fits-all approach
Survey your constituency
Ease of access
By inserting a BRE in the university magazine, Fontbonne University recorded $63,000 in additional revenue
Unique Segmentation
Degree Program
Class Year
Professor(s)
Need to be transparent
Identify successes and failures – Tweak program
Conclusion
Annual Giving staff are heavy data users
AG professionals must have aptitude for data
Develop a means to evaluate programs/pieces
Pivot Table
Use metrics to make data-driven decisions
Specific to your institutional culture
Implement into your next fiscal year
Raise more money
Thank You
Contact:
Vincent Piazza
Director of Annual Giving and Advancement Systems
618.537.6500
McKendree University
701 College Rd.
Lebanon, IL 62254
