Larry

How to Raise $1 Million Unrestricted: An Update Larry Larry Wiese, Ben Satcher, Andrew Carr, Tony Smercina August 28, 2018

Why 1000 Giving $1000? Larry. Explain why this goal was set

Net Increase of 280 in past 24 months THE ROAD TO 1000 GIVING $1000+ Larry Point to the progress that has been made and goals for FY19 and FY20 Introduce Ben Net Increase of 280 in past 24 months

CRIMSON & GOLD SOCIETY The Early Years (2013-2016) Ben

THE EARLY YEARS Branding C&G Launch Early Fundraising Strategies How to Raise $1 Million Unrestricted Branding C&G Launch Early Fundraising Strategies Results (2013 – 2016) Ben. Talk about: How the brand was established (name, logo, etc.) How the C&G Society was initially introduced and promoted How the initial 269 donors at this level were secured in FY13-FY16 Do you know who many C&G Donors there were at the end of FY13, FY14 and FY15? Introduce Tony. Mention that the goal of 1000 giving $1000+ was established. KA needed assistance with the development of a game plan to get there. Explain how the sesquicentennial may have influence the growth of C&G

C&G FUTURE POTENTIAL GPS Assessment Tony From Dec 15 through Feb 16, I worked on a Strategy Study to determine if they could reach their goal.

PROJECT OBJECTIVES Primary Objective Secondary Objectives Develop series of recommendations to accelerate the rate of growth of the Crimson & Gold Society GOAL: 1000+ donors giving $1000+ annually (unrestricted) Secondary Objectives Examine other aspects of the KAOEF development operation Provide a list of your Top 100 Donor Prospects Build Revenue Projection Models

CONSIDERATIONS How to Raise $1 Million Unrestricted Prospect Contact Information Fundraising Lifecycle Stage Organizational Culture/Stability Experienced Staff Volunteer Commitment Tony. KA had many intangibles going in its favor: Their contact data was relatively strong. 76% of the donors have e-mail and phone. KA already had a healthy brand for their leadership giving level The organization has been stable and growing for a long period of time. Steady leadership. It had an experienced gift officer in Andrew Carr. Plus both Larry and Ben are willing to focus much of their attention on donor visits. Board was willing to support an investment in growth in this area.

KEY OBSERVATIONS Large base of previous $1000+ donors 933 with Highest Previous Contribution (HPC) of $1000 - $9999 Healthy retention & reactivation rates in Mid-level category 68-74% annual retention (vs. 50-60% for entire file) 10-13% reactivation rate (vs. ~2% for entire file) Solid, easy-to-understand brand Simple, uncomplicated program Giving level with wide appeal $1000 annually is within reach of most alumni

KEY RECOMMENDATIONS Adopt one of two outlined scenarios to reach goal by 2019 Annual gifts vs. Three-Year Pledges Multi-Channel vs. Staff-directed Invest in tools to support the resources you already have in place Analytics, Marketing/Promotion, Productivity Tools Strengthen the case for support and overall Crimson & Gold brand Monthly promotion High-end direct mail

CHARTING THE COURSE Identify Most Likely C&G Prospects How to Raise $1 Million Unrestricted Identify Most Likely C&G Prospects Develop a Case for Support that is specific to C&G Adopt a true Multi-Channel Approach (F2F, Mail, E-Mail, Events/Volunteers) Continue strong C&G Stewardship Tony Identify and stack rank your most likely mid-level donors. 64% Close Rate with Prioritized Upgrade Prospects

CASE FOR SUPPORT http://www.kacrimsonandgold.org/0518c. php How to Raise $1 Million Unrestricted http://www.kacrimsonandgold.org/0518c. php

DONATION PAGE

WEEKLY KPI MEASUREMENT

CRIMSON & GOLD SOCIETY PROGRAM EXPANSION (FY17 and FY18) Tony tosses it back to Ben to highlight Year One (FY17)

Year 1: 2016-2017 Results/Key Learning How to Raise $1 Million Unrestricted Results/Key Learning Finished Year 1 with 412 C&G vs. a Goal of 413 Lost one gift officer after nine months Still secured 115 from gift officers! 359 Individual Donor Asks 33% joined C&G! 85% of prior year C&G renewed Two mailings to target audience generated 42 new Event/Volunteers only secured 9 55% of new C&G agreed to Multi-Year Ben – Highlight Results/Key Learning. Toss to Andrew who will share some thoughts about his two years on the road.

OBSERVATIONS FROM THE ROAD How to Raise $1 Million Unrestricted Andrew Carr (Past Two Years) 441 Proposals Presented 175 C&G Gifts Secured 40% Close Rate Andrew shares some personal insights into his field experience

Year 2: 2017-2018 Results/Key Learning How to raise $1 Million Unrestricted Results/Key Learning Finished Year 2 with 549 C&G vs. Goal of 615 Added second gift officer seven months into the year Annual Giving Director provided some assistance 345 Individual Donor Asks 125 C&G Secured (36%) 78% of prior year C&G renewed Down from 85% in the prior year Lower direct mail responses (17) Event/Volunteer production increased to 38 Still much lower than Goal of 75 50% of new C&G agreed to Multi-Year Down from 55% in the prior year Andrew will highlight Year Two and then toss to Tony to finish

C&G BY DECADE Tony

CHAPTERS WITH 10+ C&G Tony

TOP TEN STATES Tony Represents 78% of total membership

YEAR 3 & BEYOND From 549 to 1000

LEARNING & EVOLVING Refer to this initiative as a Campaign Recruit C&G Campaign Committee (45 new C&G) Subset of the board/Coalition of the Willing Next Phase will continue to be staff- directed 2.25 Gift Officer FTEs (180 new C&G) More production from Larry & Ben (60 new C&G/yr) Get Renewal Rate back up to 85% Leverage Day of Giving Secure more Multi-Year Commitments (60%) Convert more donors to recurring giving via credit card or bank draft

THANK YOU!

QUESTIONS?