FUNDRAISING AT THE SPEED OF LIFE MINNEAPOLIS AUGUST 28-30 THE DEPOT REEHERVISTACONFERENCE.COM
THIS LAND IS YOUR LAND, THIS LAND IS MY LAND: HOW TO BUILD AN INTEGRATED, COLLABORATIVE FUNDRAISING OFFICE
AGENDA Relationship between Annual Giving and Major Giving Current state of Leadership Annual Giving Case Studies RAGMA Assignments for Leadership Annual Giving Questions
ANNUAL GIVING & MAJOR GIVING
ANNUAL GIVING & MAJOR GIVING: TUG OF WAR? vs.
AG ANNUAL GIVING & MAJOR GIVING CAN COEXIST AG MG MG AG AG MG
BUT YOU HAVE TO BRIDGE THE GAP Leadership Annual Gift Officer AG MG
WHAT IS 'LEADERSHIP ANNUAL GIVING'?
THE CURRENT LANDSCAPE OF LEADERSHIP ANNUAL GIVING
LEADERSHIP ANNUAL GIVING IS GROWING 40 69 LAG Peer Groups Schools without LAG Peer Groups
FEWER OFFICERS IN THE FIELD vs. Leadership Annual Gift Officers Major Gift Officers
140 LAG & MG PORTFOLIOS LOOK SIMILAR AT CURRENT INSTITUTIONS 129 127 120 100 80 91 91 60 40 44 40 20 0 Avg. # of Primary Households per Officer Avg. MG EVI per Officer Portfolio Avg. PDI per Officer Portfolio LAG MG
AVERAGE CASH GIFT PER DONOR $1,435 $6,854 LAG Officer MG Officer
AVERAGE ANNUAL GIVING CASH GIFT PER DONOR $867 $1,818 LAG Officer MG Officer
ANNUAL GIVING CASH DONORS LAG Portfolio 88 48% MG Portfolio 74 40% 65
DONORS BY PORTFOLIO 100 90 88 84 80 70 60 88 84 74 74 65 65 50 40 30 20 10 0 Avg. # of Donors per Officer LAG MG Avg. # AG Donors per Officers
OFFICER VISITS Overall LAG 37 MG 72 First Time LAG 43% MG 32%
CASE STUDIES
CASE STUDY: COLLEGE OF SAINT BENEDICT Tara Maas Leadership Annual Giving Officer
PORTFOLIO 200 prospects Prospects chosen on capacity rating and connections Initial giving ranges $200 - $1000+ Goal is to increase donors or convert into sustainers Upgrade leadership annual giving donors within lower tiers of Presidents Circle ($1,500 - $5,000) Consistent AG donors with potential for planned gift Younger donors (under 50) not yet ready for major gift ask
PROGRAM GOALS Transition Young Alumnae President s Circle to President s Circle Qualify Prospects for MG team and increase leadership annual giving Discovery Opportunity for annual or endowed scholarships, and planned gifts Impression First point of contact to a philanthropy relationship and what that relationship will look like
THE HANDOFF Qualified prospects can move into a Major Gift portfolio Major Gifts start at $50k Endowed gifts go to a MGO LAG makes an introduction to MGO and relationship is moved Prospects can be disqualified back into a portfolio
CASE STUDY: UNIVERSITY OF SANTA CRUZ Ann Gibb, Interim Director, Leadership Annual Giving
LEADERSHIP ANNUAL GIVING PROGRAM FY17 LAG started 5 staff 3 portfolios 200 400 prospects Gifts $1000 - $24,999 FY19 4 people with portfolios 400-600 prospects Gifts $1000 - $24,999
THE PLAN Twice annual mail solicitations, followed by emails and phone calls Keep portfolios refreshed and really work them including in-person visits Integrate asks across the board general annual giving through major giving Utilize Reeher to refine portfolios and prioritize prospects
THE HAND-OFF Prospects may be in multiple portfolios Coordinate on solicitations Some prospects may be handed off to MG Planned giving prospects move to a planned giving officer
CASE STUDY: COLLEGE OF CHARLESTON Laurie Dufour Soenen Executive Director, Annual Giving Programs & Parent Advisory Council Institutional Advancement
LEADERSHIP ANNUAL GIVING January 2015 FY2019 120 350
ASSIGNING PROSPECTS Self-Identification Prospect Research
THE HAND-OFF LAG makes an introduction (if appropriate) and becomes the secondary In special cases LAG officer would keep the relationship Team solicitations
REEHER ANNUAL GIVING MODE ASSESSMENT (RAGMA)
FOUR MODE ASSESSMENTS Direct marketing Mode Athletics Mode Parent Program Mode Leadership Annual Giving Mode
Leadership Annual Giving Mode
2018 LEADERSHIP ANNUAL GIVING SCHOOLS Austin College California Polytechnic State University, San Luis Obispo College of Charleston Duke University Hamilton College KU Endowment Knox College La Sierra University Nova Southeastern University Old Dominion University Phillips Exeter Academy Samford University Leadership Annual Giving Mode Scripps College Southern Wesleyan University St. Johns University (NY) St. Lawrence University Trinity College Tulane University University of Kentucky University of St. Thomas - Houston University of the Pacific Wellesley College Wheaton College (IL)
AVERAGE ANNUAL GIVING GIFT $771 $779 $777 $896 $1051 FY14 FY15 FY16 FY17 FY18 $334 $353 $359 $371 $387
$2,500+ Annual Giving Donors 110 Institutions included, ordered descending by % Donors at $2,500+ giving level
PERCENT OF DONORS BY PRIMARY RELATIONSHIP TYPE LAG MODE % $2,500+ Donors by Primary Relationship Type 100% 90% 80% 78.5% 70% 60% 60.5% 50% 40% 43.5% 46.9% 30% 20% 10% 10.8% 31.4% 14.7% 18.7% 25.8% 0% 0.4% 0.3% 0.0% Alumni Parents Friends Other
REEHER COMMUNITY AVERAGE % CONSTITUENTS LIFETIME GIVING >= $1000 8% >= $10,000 2% >= $50,000 0.7% >= $100,000 0.4%
ASSIGNMENTS
WHO SHOULD BE ASSIGNED?
THE GREENEST OF THE GREEN
GREENEST OF THE GREEN
GREENEST OF THE GREEN Target for LAG
GENERATIONAL LEADERS
EMERGING PROSPECTS Age 35-50 MG EVI 80-94 Net Worth $1M+ Not a Generational Leader
DISQUALIFIED MAJOR GIFT PROSPECTS Annual Giving LAG Major Giving
RECOMMENDATIONS Start! Move prospects, both ways Maximize staff
SESSION WRAP-UP Session Wrap-up Integration between Annual Giving and Major Giving is key to a good handoff for growing donors Several groups to focus on for Leadership Annual Giving Several different types of programs exist starting somewhere is key
QUESTIONS?
THANK YOU! Joy Pohland janssen Joy.pohlandjanssen@reeher.com 651.313.6132 Tara maas tmaas@csbsju.edu Laurie Dufour Soenen soenenl@coc.edu Ann Gibb anngibb@ucsc.edu