knowing your annual fund

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

E-mail

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

vppiazza@mckendree.edu

McKendree University

701 College Rd.

Lebanon, IL 62254