By Page Bullington

1. Developing a Data Driven Culture
PRESENTED BY
LIZA TURCOTTE, DIRECTOR OF DEVELOPMENT, ONE80PLACE
PAGE BULLINGTON, DIRECTOR OF PROFESSIONAL SERVICES, TARGET ANALYTICS

2. Establishing a data driven
foundation can impact
-
organizational culture.
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3. +
A Complete 180
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4. Organization Overview
OUR WORK
Clients needs are
more complex
than ever before
Services need to
“dive deeper”
Poverty continues
to fuel increasing
demand
We have a track
record of success
PHILANTHROPY
Donors
increasingly want
measurable
outcomes and
clarity about
results
Once people
understand what
we do, they are
interested in
supporting our
work

5. +
Original identity

6. Understanding our audience
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THE
COMMUNITY
KNEW
A place where people care
A place for people in need
Efficient and
effective
Community leader
A place where people can
turn their lives around
THE COMMUNITY DIDN’T KNOW
• About our programs and services
• How we do what we do

7. +
A new brand

8. Power on…to a new vision
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Our original headquarters:
• Beyond it’s useful life
• Small, crowded, and in need of repair
• Didn’t fully support program and services
Our new headquarters:
• Designed for what we do
• Employment training programs
• Expansion of services

9. So if we know all of this…why
bother with data?
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10. Changing Demographics
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Generation X & Y
Better Understand Your Donors by Leveraging
Similarities and Managing Differences!
Matures
» 52% give via the mail
» 34% give in honor or tribute
Baby Boomers
» 40% give via the mail
» 30% give in honor or tribute
» 46% give via work
» 21% give monthly
» 42% give via organizational
websites
» 50% give via retail transactions
» 50%+ give via work
» Close to 50% of Gen X and
62% of Gen Y would give via
mobile
» 46%+ fundraise on behalf of
organizations
» 40%+ give via organizational
websites

11. The Power of Retention
. . . The more frequent the gift, the more likely to retain
Gifts per Year Median Retention Rate
1 48%
2 +
63%
3+ 86%
Source: donorCentrics – consortium group of International Relief Organizations
examining Calendar Year 2012 data

12. It is important to understand these behaviors
It is much easier and cost-effective to keep your donors on file than to
acquire new donors
The old standards still hold true
» Recency, Frequency, and $ still drives a program
» The downside of not managing these metrics closely
can hurt a program through lost revenue and donors
» Capitalizing on giving patterns can create new
opportunities for your organization
New donors are out there
» We are not solely relying on a few donors who give
frequently to fuel acquisition
» Newly Acquired Younger donors may not be solicited
as heavily as older donors who give frequently. Old
assumptions on channel behavior may not hold true in all
cases
• Analyze before assuming

13. Applying Analytics
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14. Our Approach
We utilize your
organization’s unique
giving history, enhance
it with profile data, and
apply proven statistical
techniques
to create your custom
modelsF
We then apply those
models to identify
likelihood and
capacity with pinpoint
precisionF
Finally, we perform a
detailed screening to
uncover wealth, career,
and philanthropic
connections and
determined those most
likely to be your best
prospects for specific
gifts.

15. GEOGRAPHY OF PROSPECTS, DONORS, MAJOR GIFT DONORS
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16. MAJOR GIVING LIKELIHOOD
• Those likely to give a major gift to One80 Place are loyal donors who tend
to increase their gift size over time.
• They are also likely to reside in areas where people are occupied in sales
positions, indicating that they may have a higher income
• Additionally, we see that these individuals have higher valued real estate
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holdings and indicators of wealth
• Lastly based on matches in the (NOZA) database, we can see that these
individuals are philanthropic in nature

17. Target Gift Range Model
• Your best prospects for an increase in giving are showing several wealth
characteristics, they hold public assets and have high mortgage limits.
• Additionally, they are employed in professional, scientific, technical
services, all indicators of possibly higher income.
• Also, we see the Average Dollar Purchase variable appearing as positive,
which is a great indicator of availability of disposable income.
• Lastly, as in the MGL, they are loyal, increasing, donors to One80 Place.
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18. Major Giving Results
• Individuals likely to make a major gift are designated as excellent, very good or good.
• Their major gift inclination and capacity score should be used to evaluate their
relationship to your organization
• Target gift range category should be the basis for your initial ask amount and guide
individual solicitation plans
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Target Gift Range
Major Giving
Likelihood Score
$1,001-
$2,500
$2,501-
$5,000
$5,001-
$10,000
$10,001-
$25,000
$25,001+
Excellent
(MGL 901-1000) 165 139 84 42 23
Very Good
(MGL 801-900) 89 49 15 9 2
Good
(MGL 701-800) 44 17 11 5 1

19. +
Summary Findings
Modeling Impact on Current Donor Pyramid:
Represents a 75% lift
in known prospects

20. Increase in Potential
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• Approximate
$2M lift in
revenue from
donors
• Additional
$3.2M from non-donors

21. • This donor has a Major Giving Likelihood score of 993 and a Target
Gift Range of $5,001-$10,000
• He is a “Rising Star” meaning that his most ı٢
recent gift is larger on
average than previous gifts
• WealthPoint Rating = E
• Echelon Score = 1
Prospect Example
What you knew
• This individual is a regular donor to One80 Place
• His largest gift recorded is $500 and his latest donation was also $500
• Currently resides on Kiawah Island, in his mid 60’s
What you know now
New strategy
• What is your next step with this individual?
• Is he currently assigned or in active cultivation?
• What other research needs to be done moving forward?

22. Shift to New Culture
픰٤

23. Culture Change – Foundation
٤
Load all modeling scores into the
Raiser’s Edge
Set up key groups highlighted in
this presentation
Code mailing appeals and note ask
amount on each prospect as well
Assign each Major gift prospect in
active cultivation a solicitor
Pull quarterly reports that note
change in gift amount and
frequency for solicited individuals
DATABASE
ADMINISTRATION

24. Culture Change – Step 2: Major Gifts
١
Step One
• Major gift portfolios will be reviewed. Prospects with
no contact in 12 months and a target gift range of
less than $1,000 will be removed
• Major gift officers review removal list and can
challenge prospects they would like to keep
• Major gift officers will receive 10-15 new major gift
prospects. Criteria – major gift likelihood =701 and
target gift range =$1,000
Step Two
• Major gift officers must complete wealth profile review of
newly assigned prospects
• Discovery calls must be complete within 3 months of
assignment
Step Three
• Major gift officers begin solicitation of qualified newly
assigned prospects (3-4 total)
Step Four
• Development team continues new assignments to keep
portfolios at roughly 50 prospects in “active” cultivation
MAJOR GIFT

25. Power On! ٢ ◌ؐ

26. Power On! – Post Project
٢ ◌ؐ
One80
Place
Preparing a new,
comprehensive
campaign that blends
the new brand, the
new facility, and
community interests
Building a next-level
major gift program,
stewardship plan, and
volunteer leadership
structure
Feeling more
confident that we’re
positioned well to
engage the
community

27. Power On! – The Next 30 Years
)
Increasing
involvement
in the
development
program
All levels
Short-term
planning
Long-term planning
Confidence!

28. ٢ ◌ؐ
Summary / Q A

29. WELL DESIGNED AND EXECUTED ANALYTICS…
• Uncover supporter insights that
aren’t easily derived from wealth
screening alone
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• Streamline the process of
interacting day-to-day with
supporters
• Direct our investment towards the
constituents initiatives which yield
the highest ROI
• Produce results that far surpass
past performance, in terms of
revenue and efficiency

30. Feeling powered on for your mission?
Don’t forget to complete
a session survey!
뀐٭
Each completed survey enters you into a drawing to win a
complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be
exchanged, applied to, or combined with any other offer.
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31. Contact Information
Liza Turcotte, Director of Development
One80 Place
lturcotte@one80place.org
843-737-8380
뀐٭
Page Bullington, Director of Professional Services
Target Analytics
page.bullington@blackbaud.com
843-654-3996