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Marnie Noble Director of Development OSU College of Engineering June 19, 2013. Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification. THE CAMPAIGN FOR OSU. The Prospect Base. OSU 160k. Engineering 24k. Capacity 2,400. Affinity!. THE CAMPAIGN FOR OSU. - PowerPoint PPT Presentation
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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 [email protected](541) 737-9328
THE CAMPAIGN FOR OSU