Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification

Beyond the Low Hanging Fruit: Applying Affinity Clues for

Prospect IdentificationMarnie NobleDirector of DevelopmentOSU College of EngineeringJune 19, 2013

THE CAMPAIGN FOR OSU

The Prospect Base

OSU 160k

Engineering 24k

Capacity 2,400

Affinity!

THE CAMPAIGN FOR OSU

Affinity: Why does it matter?

• People who have affinity can be motivating to others

• More inclined to give back through time or money

THE CAMPAIGN FOR OSU

Tools Developed at OSU

• Affinity Score – Measures Engagement or

Activity– Quantifiable

• Building Community Initiative Score– Measures Feelings or

Enthusiasm

THE CAMPAIGN FOR OSU

Affinity Score• Builds single score comprised of a

multitude of data points around engagement

• Allows staff a real-time measure of an alum’s involvement with OSU

• Creates a powerful data segmentation to provide exceptional: – Discovery lists – Focus for Development Officer

portfolios – Annual Giving segmentation– Diagnostic and Evaluation Tool

THE CAMPAIGN FOR OSU

Affinity Score

• Measures baseline traits

• Combined with activity to track growth

OSUAA 5

Giving 25

Commit-tees 20

Activities 25

Legacy 15

BHLS 10

Degrees 5

Student Activities 15

THE CAMPAIGN FOR OSU

Calculating Affinity Score

A point system including:

• Alumni Association membership

• Giving

• Committee membership

• Activities

• Legacy (relatives who are alumni)

• Gift clubs

• Additional degrees

• Student activities/sports/awards

THE CAMPAIGN FOR OSU

Calculating Affinity Score, cont.7

5–100Exceptionally Aligned

50-74: Very Aligned

25–49: Aligned

10–24: Engaged

1–9: Least Involved

THE CAMPAIGN FOR OSU

Tools Developed at OSU

• Affinity Score – Measures Engagement or

Activity– Quantifiable or concrete

• Building Community Initiative Score– Measures Feelings or

Enthusiasm

THE CAMPAIGN FOR OSU

Building Community Initiative (BCI)

• A product developed by OSU’s Close to the Customer group (C2C)

• Online survey that gauges how alumni and donors feel about an institution right now

• Assesses affinity in four areas THE CAMPAIGN FOR OSU

BCI: Brand/Identity

“My college is highly respected in ways that matter to me.”

THE CAMPAIGN FOR OSU

BCI: Education

“My degree prepared me well for my career.”

THE CAMPAIGN FOR OSU

BCI: Peers

“I enjoy being with other alumni.”

THE CAMPAIGN FOR OSU

BCI: Institution

“I have confidence in the leadership of my college.”

THE CAMPAIGN FOR OSU

BCI: Results• 483 respondents reported that

OSU is included in their will.• 37.97% of all respondents

reported that they planned to make a gift to OSU in the next 12 months.

• When asked if OSU was a philanthropic priority, 727 strongly agreed while 1,061 strongly disagreed.

THE CAMPAIGN FOR OSU

30's 40's 50's 60's 70's 80's 90's 00's 10's

0

5

10

15

20

25

30's

40's

50's

60's

70's

80's

90's

00's

10's

4.24.34.44.54.64.74.84.9

5

Series1

Avg. Affinity Score

Avg. BCI Score

2010's

2000's

1990's

1980's

1970's

1960's

1950's

1940's

1930's

0 200 400 600 800 1000 1200 1400 1600 1800

Data by graduation decade:

Number of Respondents

BCI: Results

THE CAMPAIGN FOR OSU

Implementing BCI and Affinity Scores• Prioritizing contacts and visits

• Discovering people not previously identified

• Offers openings and context for discussions with donors– Example: estate planning

• Identifies potential issues with existing donors – Example: if a donor scores a 1, that is a

red flagTHE CAMPAIGN FOR OSU

Questions?

For more on BCI:http://oregonstate.edu/bci

Marnie NobleMarnie.noble@oregonstate.edu(541) 737-9328

THE CAMPAIGN FOR OSU