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UNCOVERING INTEGRATED FUNDRAISING BEST PRACTICES FOR UNIVERSITIES
Presented by:
Who Am I?
Michael JohnstonFounder,
Hewitt and Johnston Consultants (hjc)Online Fundraising, Integrated Fundraising and Marketing
Aerobics Instructor,
Believes that you can be 50 years old and still play computer games without being a nerd
At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour Canadian University integrated fundraising consulting session
http://www.surveymonkey.com/s/G9MP959
Take our survey at the end of the session!
The current reality – what you told us• Over 20 Universities answered the
questionnaire• Here’s what you’ve told us – and your
peers
All hail direct mail!
1 2 3 4 5Rating
Average
Direct mail 71.4% 0.0% 28.6% 0.0% 0.0% 1.57
Events 0.0% 14.3% 14.3% 42.9% 28.6% 3.86
Online 0.0% 14.3% 42.9% 28.6% 14.3% 3.43
Phone 14.3% 14.3% 14.3% 14.3% 42.9% 3.57
Face-to-Face 14.3% 57.1% 0.0% 14.3% 14.3% 2.57
Please rank the following channels in the order of importance to your annual giving program? (1 is most important)
The King is Dead. Long live the King.
17%
33%33%
17%
Which of the following channels do you think will be most important to your annual giving program in 10 years?
Direct mailEventsOnlinePhoneFace-to-FaceOther
04/13/2023 proprietary and confidential
Channels used by Canadian donors
Your University donors are – fundamentally…
The bugbear: integration needs to take place in more than one direction
Horizontally
StyleMessagingTheme
Renewal
Donor Development
AcquisitionVerti
cally
In a chronological
customer contact flow
Integration to Grow Your Pyramid – with annual campaign as the foundation…
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills
• The cultivation survey:– Sent to 57,400 donors– 3 key segments: Monthly, Active &
Lapsed– 5,530 responses (response rate of 11%)– Raised $17,574 – a bonus!– Reactivated 30 donors– Found 85 expectances and 292 legacy
leads – 143 middle and major donor leads!– Key: shared budgeting!
Integration for the Whole Pyramid
DATA – AND HOW TO SORT IT…
THE FIRST TRIUMVIRATE
THE FUNDRAISING TRIUMVIRATE
Self-Identification
Surveys
RFM
Propensity Modeling and
Wealth Screening
The Fourth – customer lifecycle planning
38%
38%
25%
Do you have a lifecycle plan for your alumni (from student to death) to map out how you will steward and cultivate them?
YesNoI don’t know
CLM
Online is still early days for everyone – including Universities
13%
50%
13%
25%
What best describes your online vs. offline donor ratio?
0% online : 100% offline5% online : 95% offline10% online : 90% offline15% online : 85% offline20% online : 80% offlineMore than 20% online
13%
13%
13%
25%
13%
25%
What is the approximate one time gift donation amount made offline to your University?
$10-$49$50-$99$100-$149$150-$199$200-$249$250-$499$500 or more
However, you receive a higher average gift than most other verticals (health, environment, social services)
You are beginning to look at peer 2 peer fundraising more…
45%
18%
18%
18%
If you use a peer to peer giving application to raise funds for your University, what specifically do you use it to raise money
for? (Please select all that apply.)
Memorial/Honour/TributeSpecific Class/Faculty/DepartmentFor events (ie. a mountain climb to raise money for research at the faculty of medicine)For athletics/Sports departmentOther
Maximizing peer 2 peer
• friends asking friends in all channels• third party event portals• memorial/tribute/honour giving• virtual galas to compliment real galas
04/13/2023 proprietary and confidential 22
College of the Holy Cross: Multi-Channel Friends Asking Friends
• Holy Cross has a longstanding tradition that has helped encourage alumni giving.
• Volunteers in each class write letters to classmates several times a year that detail how donations are being used and appeal for future gifts
• How can you leverage online and offline to do this?
Friends and Family get results
• Call 15,000 donors• Reach 30% = 4,500 donors called• 22% ask for a kit and 16% send them out
(to 10 family members or friends)• 40% of people who receive the ask from a
friend or family member give!• Do you do this online or offline at your
University?
Leveraging online
A peer2peer portal
Peer to Peer and Memorial Giving
Peer to Peer and Memorial Giving
proprietary and confidential 29
Commemorative, in memory, peer to peer
13%
13%
38%
38%
What best describes the average size of monthly sustainer (automatic deductions from bank account or credit card
without an end date) gifts?
1015202530$35 or more
$20
You have lots of potential, do more with monthlies…
Poll Question 1: do you use the telephone to upgrade monthly donors?
You are lower than other nonprofit verticals in Canada
14%
29%
14%
14%
29%
Approximately what percent of your fundraising revenue comes from monthly giving?
0%5%10%15%20%25% or more
0-10%
• Create a monthly brand that is relevant to the experience of the individual e.g. Relay for Life participant
• Create a relevant, passionate premium
• Use multi-channels:
a) Face to face at the eventb) Email, telephone follow up
How can Universities create more relevant, passionate, evocative monthly giving programs?
33
A form that makes monthly important and adapts to any donation desire
https://secure2.convio.net/cco/site/SPageServer?pagename=on_donationapi&s_locale=en_CA&s_src=Cancer.ca&utm_source=Cancer.ca&utm_medium=Header&utm_content=DonateOnline&utm_campaign=DONATIONS_ON
34
Another form that makes monthly important and adapts to any donation desirehttps://www.donate.startanevolution.ca/ea-action/action?ea.client.id=1730&ea.campaign.id=12454
04/13/2023 proprietary and confidential
13%
63%
25%
Approximately what percentage of your annual fundraising revenue comes from planned gifts?
0%5%10%20%40%Other
You are ‘punching under weight’
Poll Question 2:You are significantly lower than the hospital vertical – and most others.
Why?
89 b
eque
sts w
orth
appr
oxim
atel
y $8.
9
milli
on
345 middle donor
gifts worth
approximately
$345,000
28 endowments gifts worth
approximately $100,000 to $2.3
million each Cost to create and
deploy online
survey: $7,500Online – planned gifts and major gifts…
A higher education online survey found
1. Collect personal preferences of donors for targeted marketing appeals
2. Collect demographic data for marketing purposes – and connect it automatically to the database!
3. Build a deeper relationship with donors – give them a platform to be heard
4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts
The goals of the survey
Planned Gifts and the Telephone
13%
25%
25%
38%
Do you use your call center to uncover planned gifts, and/or monthly gift supporters?
Planned gifts onlyMonthly gift supporters onlyBoth planned gifts and monthly gift supportersNeitherWe don’t have a call center
Phone and Legacies
Events are not of top importance – but how can you do them more effectively?
67%
33%
What percentage of your annual fundraising is done through events?
0-19%20-39%40-59%60% or more
Proprietary and Confidential
43
Proprietary and Confidential
44
1. Average raised per committee member: $17,129.83
2. Top 3 committee fundraisers raised $189,252
You see a changing future...
61%14%
14%
7%4%
Which channel do you think will be most important to your annual/regular giving program in 10 years?
OnlineEventsFace-to-faceDirect MailPhone
And the data backs up your projections about online
• Charitable web site traffic growth in 2011: 38.9% in Canada vs. 11.1% in US
• Charitable email open rates in the US were 18.4% vs. 29.2% in Canada
• 33% of online donations in Canada are monthly (and monthly is growing online at 7.4% last year)
• But in many ways, we are play ‘catch up’ with our US counterparts
Data above from Blackbaud:Convio 2012 Online Benchmark Study - http://www.convio.com/2012benchmark
Rising interest in mobile
33%
50%
17%
How interested are you in using mobile giving to raise money?
Very InterestedSomewhat InterestedNeutralNot interested
DONOR EXPERIENCE STAFF PRODUCTIVITYVS.
Data in your back pocket
Not as new as some other nonprofit verticals…
60%20%
20%
How many years ago did you last redesign your website?
Zero-TwoTwo-FourFour-SixSix+
Poll Question 3: Compared to hospital foundations and health-care charities: 100-200% more sites over 5 years old.
Why?
04/13/2023
1. Link to the BIG PICTURE2. Stories for each faculty 3. A listing of special appeals
that fundraising is working on for all the faculties
4. The place to connect those who want to volunteer/mentor/hold a reunion that is then funnelled back to faculties
5. Site is SEO/SEM optimized to help capture people and then move them to a faculty specific site
6. Integrating with Alumni Affairs and Marketing and Communications
If you are going to redesign your web site for giving…
THE INTEGRATED CALENDARHow do you meet the demands of an ‘omnivorous’ alumni and donor?
By coordinating your marketing!
STRUCTURE: ARE YOU READY TO INTEGRATE?
Traditional
Organizational Structure
Separate Metrics & Team for Online Marketing
Disparate (Sometimes Conflicting) Goals
Inconsistent Voices Representing Organization
Communications
Development
IT
Others (?)Government
Affairs
Coordinated
Organizational Structure
Shared Metrics
Thematically Integrated
Coordinated Appeals
Communications
CoordinatingTeams
IT
DevelopmentGovernment
Affairs
Optimized
Organizational Structure
Unified Strategy & Full Integration Across Channel Managers
Communications MarketingDevelopment Online
CoordinatingTeams
THE BALANCED SCORECARDThe Dramatic Oversimplifcation of Integrated Fundraising, Marketing, Communications and Campaigning or
Putting Your Organization on One Sheet of Paper
Your Mission
Development Perspective Measurements: alumni participation %; donor
satisfaction (retention, LTV, gift size) cross channel stewardship and cultivation business rules
Alumni Relations Measurements: % of contact information for different alumni cohorts (per
channel); % who attend events; % of recent grads who give (mobile,
monthly, etc)
Internal Perspective Measurements: internal cooperation (culture, structure, reporting);
Learning and Growth Measurements: Courses, Qualifications, Proven Application of New Knowledge
Marketing Measurements:
Branding perception statistics,
Take our survey!
At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour Canadian University integrated fundraising consulting session
http://www.surveymonkey.com/s/G9MP959
