A Fisherman’s TaleUsing analytics to inform plans, allocate resources, and improve performance

There are no quick formulas for success in annual giving, save hard work, strategic focus, and ample resources. Data-driven and donor-centered marketing savvy will set one apart from another.

Fortunate is the organization with an entrepreneur who will take the annual giving program apart and put it back together again, breathing life into it in imaginative, exciting ways.

AgendaIntersection of Analytics and Business

ProcessAcquisition Pipeline Retention and ReacquisitionComprehensive ReportingTake-aways, Questions

Intersection of Analytics and Business ProcessWhat does this have to do with me and my daily work?

Collaborative

Donor-centeredData-driven

IntegratedSynergy

Innovative

StrategicVisionary

Entrepreneurial

Leverage

HarnessTransformative

Ok but for real now…What does being data-driven and donor-centered actually mean?Intersection of Analytics and Business Process:• Prospecting• Segmentation• Resource allocation• Strategy decisions

Or in other words:Using data to inform decisions so we can:

Ask the right peopleFor the right amountFor the right project/cause/fundAt the right timeThrough the right channel(s)

The ocean is huge. Where should we be casting our nets and spending our time

Who should I be prioritizing and giving more attention?

To whom can I give less attention or allocate less resources?

Which channels and methods are best – and for whom?

Analytics for Acquisition

A Successful ProgramDeploy resources strategically and don’t

waste resources soliciting people who won’t respond

Build the base of the pyramid in a way where the foundation is constructed so it can support the upward structuring your organization needs

Think beyond just this year—the most important gift from any donor is their first.

Acquisition EffortsSophisticated, selective acquisition targets those who have the potential to become fully engaged and fully invested over time.

Who is already engaged and invested? What makes them unique? What is distinct about them?Can we proactively identify these future champions?

Your Core DonorsGender, income, age, student activities, family

composition, geography, field of study, education level, legacy families, employment field, title, first gift amount, first gift vehicle, volunteer activity, event attendance, phonathon responses, social media activity, capacity, linkage

When did they make their first gift? How much was their first gift? What area did they first support? To what channel did they respond? How many solicitations did they receive before they made that first gift?

Don’t lose focusYou’re trying to see the profile of a potential

lifelong donor before they are behaving like a major donor.

If you look at your core donors and those data points right now, what would you see?

You’d target 75 years old who are highly engaged, serve on your boards, attend all your big events, and give primarily through personal asks from leadership and major gift officers.

A Model for AcquisitionSort and rank by probabilities. Trends will emerge

and reveal where, in your database, the best potential fish are hanging out.

Congratulations!!Following the map to the best fishing spots= data-

driven

Engaging the folks who want a relationship with your institution for the projects they care about at a time that’s right through a channel they prefer= donor-centered

Other Interesting StuffSocial media activity. Yep, I said it. There’s no historical data for this—but it is

important.Those who engage with your institution’s

content online are significantly more likely to make a gift.

Do you know who your biggest fans are?

The PipelineHow does first gift impact later giving

behavior? What’s average number of years between a

donor’s first gift and a major gift? How does that timeframe change relative to

the amount of the first gift? Does the channel of the first gift matter?Did stewardship or engagement activities

seem to play a role?

Other Interesting Data PointsThat’s right. Social media, yet again.

All likes are not created equal.

What content is engaging those with the most capacity?

Don’t just chase likes. Engage your pipeline of potential major donors.

Retention & ReacquisitionA 10% increase in donor retention

results in a 200% increase in value of your donor database.

(Adrian Sargeant)

Retention & ReacquisitionWe’re going to solicit them anyway—why leverage analytics?

Efficiency and effectiveness-divide and conquer!Determine which channels to deploy, for whom and in

what sequence? Personalized ask ladders for well-timed upgradesPrioritize calling pools with strategic scripting/trainingSpecialized high touch appealsPersonal calls and visits for best leadership prospects

Comprehensive ReportingComprehensive reporting looks beyond A to B.

Look at statistically significant correlations.

We track and report to what specific vehicle people responded, when it is often the combination of communications and experiences and solicitations that builds up to make our case and inspire action.

Correlations

Key Take-awaysLeverage analytics to work smarter.

Could you identify your best potential recurring gift sustainer donors?

What stewardship efforts influence the best retention?

Best combination of channels, sequence, timing?

Ask, Analyze, Predict, Execute, Analyze, Adjust!

Thank you!Meredith BlairExecutive Director, Annual Giving & Regional AdvancementUniversity of California, San Diego

mhblair@ucsd.edu858.534.4465Connect on LinkedIn: