Data Driven Annual Giving Strategies F . N I C H O L A S S O L L O - - PDF document

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F . N I C H O L A S S O L L O G I I I F O U N D E R & C E O T H E S O L L O G G R O U P , L L C

Data Driven Annual Giving Strategies

About Me

— Experience — Consulting Practice — Professional Service

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Outline

— Annual Giving 101 — Know Your Data — Segmentation — Tracking — Wealth Screening

Annual Giving 101

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Definitions

— Annual Giving vs. Annual Fund — Size vs. Designation — 20-80 rule

Know Your Data

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Base Line Information

— Total Records — Solicitable Records — Do Your Records Have???

¡ Complete Mailing Address ¡ Phone Number ¡ E-mail Address

Giving History

— All Time — This FY — Last FY — 2 FYAgo — 3 FY Ago — Last 5 FY — Last 10 FY

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Donor Definition Types

— CURYEARS

¡ Current Year Donors

— LYBUNTS

¡ Last Year But Unfortunately Not This Year

— SYBUNTS

¡ Some Years But Unfortunately Not This Year

— FUTURES

÷ Never Givers or 5+ past year donors

Total Giving Per Year

Fiscal Year Total $ Total # Donors 17-18 $1,356,724 4,726 16-17 $1,268,912 5,264 15-16 $1,481,672 4,845 14-15 $1,752,052 6,981 13-14 $882,634 1,794

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Segmentation

The Plan

— Staff/Volunteer Roles — Types

¡ Mail ¡ Phone ¡ E-mail/Online ¡ Face-to-Face ¡ Special Events

— Schedule — Financial Goals — Budget — Stewardship

¡ Acknowledgements ¡ Donor Recognition

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Things to Consider

— Historical Data — Current Data — Organizational Goals

& Priorities

— Bandwidth

Segmentation

— What is it? — The Basics — Sub-segments

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Ask Amounts

— Percentage Increase — Recognition Levels — Average Gift — Acquisition Asks — Variable Data Printing

Segmentation Exercise

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Communications

— Schedule/Timeline — Audiences — Methods

¡ Brochures ¡ Website ¡ Events ¡ Newsletters

Stewardship

Gift Level Method Timing Signature Follow-up ALL Letter 48hrs CEO/ED Annual Report $1-99 Phone Call 1wk AGO Quarterly Gift- in-Action $100-$249 Phone Call 1wk AGO Quarterly Gift- in-Action $250-$499 Hand-written Note 1wk DOD Invite to a group lunch $500-$999 Hand-written Note 1wk DOD Phone Call from CEO/ED $1,000-$2,499 Hand-written Note 2wks CEO/ED Note from Board Member $2,500+ Phone Call Immediately CEO/ED Note + Visit/ Tour

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Tracking

Metrics

— Contact Rate

¡ # of Contacts / # solicited ÷ 6,000 / 7,500 = 80%

— Participation Rate

¡ # of Pledges(Gifts) / # solicited ÷ 2,500 / 7,500 = 33.3%

— Average Gift

¡ # of $ / # of donors ÷ $750,000 / 2,500 = $300

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Donor Retention

— What is it? — Why is it important? — Other Types

¡ Re-capture Rate ¡ Consecutive Years

2017 Fundraising Effectiveness Survey Results

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Annual Giving Report

— Pledged vs. Paid

¡ Dollars ¡ Donors

— Solicitations

¡ # Solicited ¡ Contacts & Contact Rates ¡ Pledges/Gifts & Rates

— Donor Engagement — Segment Results — Consecutive Year Donor Counts

Wealth Screening

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What is it?

Wealth screening is a subset of prospect research focused on wealth indicators such as real estate

• wnership, stock holdings in public companies,

business affiliations, and known philanthropy...

Why is it Important?

— Capacity — Likelihood Score — Segmentation Strategies — Giving Amounts — New Prospects

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Vendors DS Rating System

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DS Rating System

• Other Scoring

— RFM

¡ Recently ¡ Frequency ¡ Monetary

— AGL

¡ Annual Gift Likelihood

— MGL

¡ Major Gift Likelihood

— PGID

¡ Planned Giving ID

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Playing in the Data

Contact Information Phone:

804.767.2172

E-mail:

nick.sollog @ thesolloggroup.com

Facebook/ Twitter/ Instagram:

@thesolloggroup