1. Using analytics to inform plans,
allocate resources, and improve
performance
2. 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.
3. Agenda
Intersection of Analytics and Business Process
Acquisition
Pipeline
Retention and Reacquisition
Comprehensive Reporting
Take-aways, Questions
6. 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
7. Or in other words:
Using data to inform decisions so we can:
Ask the right people
For the right amount
For the right project/cause/fund
At the right time
Through the right channel(s)
8. 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?
9.
10. A Successful Program
Deploy 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.
11. Acquisition Efforts
Sophisticated, 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?
12. Your Core Donors
Gender, 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?
13. Don’t lose focus
You’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.
14. A Model for Acquisition
Sort 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
15. Other Interesting Stuff
Social 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?
16. The Pipeline
How 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?
17. Other Interesting Data Points
That’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.
18. Retention & Reacquisition
A 10% increase in donor retention results
in a 200% increase in value of your donor
database.
(Adrian Sargeant)
19. Retention & Reacquisition
We’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 upgrades
Prioritize calling pools with strategic scripting/training
Specialized high touch appeals
Personal calls and visits for best leadership prospects
20. Comprehensive Reporting
Comprehensive 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.
22. Key Take-aways
Leverage 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!
23. Meredith Blair
Executive Director, Annual Giving & Regional Advancement
University of California, San Diego
mhblair@ucsd.edu
858.534.4465
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