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Activating the Giving Funnel:
How to attack donor churn
Mark Aimone
Director of Advancement
Wilbraham & Monson Academy
maimone@wma.us
Mike Nagel
Manager of Customer &
Product Marketing
EverTrue
mike.nagel@evertrue.com
About
● Independent Boarding & Day School
● Located in Wilbraham, MA
● 400 students in grades 6-12
● 50% day / 50% boarding
● 30% international representing 33 countries
Advancement
● Advancement staff of 9 with 6 frontline fundraisers
● Current fundraising priorities:
● Annual Fund of $1.1 million
● Annual fund is 80% non-operating
● Project-focused capital campaign for a new library
and chapel/dining hall conversion
#1
Highest-rated advancement software
500+
Advancement Partners
51
Of the Top 100 US News & World
Report Universities
MD
Dear Mark,
Please pass my best wishes to
Donald Kelly on more than
40 years of teaching at
WMA. I was there for his
first two years on campus and
he made a huge impact on my
life.
(Oh, and tell him happy
birthday!)
Sincerely,
Mike D. ‘78
CAO Wells Fargo
Poll: What would you do
if you received a letter
like this?
www.sli.do & use “CASENAIS” as the
event code
Winning companies treat
you like they know you.
Top 5%
Bottom 95%
Me
Mike Nagel
The world has moved to a
customer-driven economy
Those who didn’t act
were left behind
Those who don’t act
will be left behind
Schools
Bottom 95%
5%
Old Way
Remember that letter?
Mike D.
Charlotte, NC
Class of 1978, Wilbraham & Monson
CAO, EVP Treasury Merchant & Payment
Solutions
Wells Fargo
Who else are we missing?
✓ 100+ reactions in 2019
✓ COO/owner of successful
manufacturing company
✓ Past donor
✓ Class of ‘92
✓ First-ever gift ($500)
3 wks ago
✓ Engineer & non-ID’d parent
✓ Class of ‘91,
✓ Gave $500 9 yrs ago
✓ 100+ engagements
✓ Capacity score: 8
Bottom 95%
5%
Old Way
Engage
Qualify
Assign
Solicit
Retain
New Way: The Giving Funnel
#FLIPTHEPYRAMID
Learn More:
The Giving Funnel
Playbook
Just open your
camera, point it here,
and tap the link
Testing in Progress
✔ Focus on donor RETENTION
✔ FOCUS on the “middle of the pyramid” (gifts below $10,000)
✔ Work to REACTIVATE the 500 lapsed donors who gave $1,000+
✔ Establish connections to BUILD PIPELINE for the next campaign
What if…
We took our nine people and tried to deliver a custom,
personalized approach to fundraising and stewardship?
Independent School Benchmarking
Alumni Retention Rate: FY16-FY18 Average
1. Includes constituents labeled Alumni in the EverTrue platform, last 3 years average where data is available
Poll: What’s your donor
retention rate?
www.sli.do & use “CASENAIS” as the
event code
Engage
1. Focus on personal/individualize outreach
2. Embrace new tools
Engagement 2.0
● Don’t ignore the “old tools”
○ Email – helpful but don’t become over-dependent
○ Pick up the phone!
● Goal is to make a personal connection without the travel
■ Increases the ROI on outreach
Engagement 2.0
1,900+
1:1 interactions
1,000+
alumni
FY19
Donor Case Study
Steve
Live Webinar: Ask Me Anything
Attract millennial alumni, tech savvy
● Target audience – young alumni 15 yrs out
● Reach them at work during their lunch break
● Easy, quick (45 min)
● Watch on their desktop
● Topics focused on student life
● Questions submitted live, emailed ahead or
texted to moderator
Goal
Older alumni (retired) likely not tech savvy
● Total of 46 logged on and viewed the discussion
● 22 of those were from classes 1947-1974
● Only 4 were from 2005-2019
Results
Assign
● Each staffer carries a portfolio of:
~100 reactivation and ~100 retention prospects
○ Assigned regionally, then by decade.
● Expectations: 5 touches a day, 25 a week, 100 a month
● Monthly status updates: Review what’s working & what’s not, success
stories, upcoming focus, status vs. goals, upcoming activity
Portfolio
Retain
Results: 13.5% YOY Retention Increase Alumni
Significant Uplift In Alumni Donor Retention
Principal at Crescent Holdings, Last Gift $100 in 2017
[Outreach via personal e-mail] I had a really great time meeting and catching up on
all things WMA last week . Another wonderful alumni visit to DC and always a class
act.
Keep up all the great work ; this “coachman-titan” is mighty proud of the institution,
Brian’s leadership, the faculty and whole team. Count on my continuing
contributions.
Qualification of Potential Major Gift Prospects
Partner at Giglio & Samson, Last Gift $200 in 2010
[Outreach via personal e-mail] Thank you for the personal note! I will be happy to
attend the event and I look forward to meeting you.
My law practice is corporate law with a focus on restaurants and franchises. I also
own a restaurant in Beverly, MA and would also be happy to mentor, network, etc.
Principal Systems Architect, Last Gift $700 in 2018, $6,800 Lifetime Giving
[Outreach via video message] Thank you for reaching out, I appreciate the new format
using video. (Being in IT, I can’t help but enjoy when technology is used effectively.) I
had the pleasure of walking the campus for the first time in almost 15 years a couple of
weeks back. I guess moss does grow on an old stone!
I won’t be able to attend the 4/11 event. It is one of the few times that I am not in the city. I
will be contributing more this year and I am excited to do so. I can truly say that W&M
Academy opened doors that did not exist before and, for that, I will be always grateful.
Retaining and Re-Engaging Alumni
Associate at Gemini, Last Gift $30 in 2017, $80 Lifetime Giving
[Via Facebook Message] Yes, I am currently living in the DC area now, however am
still in the process of moving back to the area thus my permanent address is still
the Sandwich address you have on file! I will keep you guys posted when that
changes :) Will try to get to the DC are reception on the 4th if I can.
How to Take a Giving Funnel Approach
Admit Something Needs to ChangeStep 1:
Since 2005, alumni participation rates have
dropped by 33%
Low donor retention means
1 in 3 donors churn YOY
Start with a TestStep 2:
Retention, acquisition, a building, a
scholarship program, the arts, the library,
the band, student life, student support,
extracurriculars, oboe scholarships… you
name it.
Build Your FunnelStep 3:
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Make it PersonalStep 4:
I
● Interests
● Impact
● tIme
Make it PersonalStep 4:
Thank you for your
FY2019 gift.
Engage donor with
campus based
update
Ask for gift on day of giving/end of
year solicitation.
Unique donor
engagement
Re-Ask ($) OR Ask (+)
Use Technology to ScaleStep 4:
Engagement
Insights, Enriched
Data
Personalized Video Modern Messaging
Measure ImpactStep 5:
1. What did you learn?
2. Did you hit your goals?
3. What impact did your team make?
Learn More:
The Giving Funnel
Playbook
Just open your
camera, point it here,
and tap the link
Poll: What are you going
do differently when you
get back to the office?
www.sli.do & use “CASENAIS” as the
event code
Q&A
Mark Aimone
Director of Advancement
Wilbraham & Monson Academy
maimone@wma.us
Mike Nagel
Manager of Customer & Product
Marketing
EverTrue
mike.nagel@evertrue.com
Thank you!

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Activating the Giving Funnel with Wilbraham & Monson Academy

  • 1. Activating the Giving Funnel: How to attack donor churn
  • 2. Mark Aimone Director of Advancement Wilbraham & Monson Academy maimone@wma.us Mike Nagel Manager of Customer & Product Marketing EverTrue mike.nagel@evertrue.com
  • 3. About ● Independent Boarding & Day School ● Located in Wilbraham, MA ● 400 students in grades 6-12 ● 50% day / 50% boarding ● 30% international representing 33 countries Advancement ● Advancement staff of 9 with 6 frontline fundraisers ● Current fundraising priorities: ● Annual Fund of $1.1 million ● Annual fund is 80% non-operating ● Project-focused capital campaign for a new library and chapel/dining hall conversion
  • 4. #1 Highest-rated advancement software 500+ Advancement Partners 51 Of the Top 100 US News & World Report Universities
  • 5. MD Dear Mark, Please pass my best wishes to Donald Kelly on more than 40 years of teaching at WMA. I was there for his first two years on campus and he made a huge impact on my life. (Oh, and tell him happy birthday!) Sincerely, Mike D. ‘78 CAO Wells Fargo
  • 6. Poll: What would you do if you received a letter like this? www.sli.do & use “CASENAIS” as the event code
  • 7. Winning companies treat you like they know you.
  • 10.
  • 11. The world has moved to a customer-driven economy
  • 12. Those who didn’t act were left behind
  • 13. Those who don’t act will be left behind Schools
  • 15. Remember that letter? Mike D. Charlotte, NC Class of 1978, Wilbraham & Monson CAO, EVP Treasury Merchant & Payment Solutions Wells Fargo
  • 16. Who else are we missing? ✓ 100+ reactions in 2019 ✓ COO/owner of successful manufacturing company ✓ Past donor ✓ Class of ‘92 ✓ First-ever gift ($500) 3 wks ago ✓ Engineer & non-ID’d parent ✓ Class of ‘91, ✓ Gave $500 9 yrs ago ✓ 100+ engagements ✓ Capacity score: 8
  • 18. Engage Qualify Assign Solicit Retain New Way: The Giving Funnel #FLIPTHEPYRAMID
  • 19. Learn More: The Giving Funnel Playbook Just open your camera, point it here, and tap the link
  • 21. ✔ Focus on donor RETENTION ✔ FOCUS on the “middle of the pyramid” (gifts below $10,000) ✔ Work to REACTIVATE the 500 lapsed donors who gave $1,000+ ✔ Establish connections to BUILD PIPELINE for the next campaign What if… We took our nine people and tried to deliver a custom, personalized approach to fundraising and stewardship?
  • 22.
  • 23. Independent School Benchmarking Alumni Retention Rate: FY16-FY18 Average 1. Includes constituents labeled Alumni in the EverTrue platform, last 3 years average where data is available
  • 24. Poll: What’s your donor retention rate? www.sli.do & use “CASENAIS” as the event code
  • 26. 1. Focus on personal/individualize outreach 2. Embrace new tools Engagement 2.0
  • 27. ● Don’t ignore the “old tools” ○ Email – helpful but don’t become over-dependent ○ Pick up the phone! ● Goal is to make a personal connection without the travel ■ Increases the ROI on outreach Engagement 2.0
  • 30. Live Webinar: Ask Me Anything
  • 31. Attract millennial alumni, tech savvy ● Target audience – young alumni 15 yrs out ● Reach them at work during their lunch break ● Easy, quick (45 min) ● Watch on their desktop ● Topics focused on student life ● Questions submitted live, emailed ahead or texted to moderator Goal
  • 32. Older alumni (retired) likely not tech savvy ● Total of 46 logged on and viewed the discussion ● 22 of those were from classes 1947-1974 ● Only 4 were from 2005-2019 Results
  • 34. ● Each staffer carries a portfolio of: ~100 reactivation and ~100 retention prospects ○ Assigned regionally, then by decade. ● Expectations: 5 touches a day, 25 a week, 100 a month ● Monthly status updates: Review what’s working & what’s not, success stories, upcoming focus, status vs. goals, upcoming activity Portfolio
  • 36. Results: 13.5% YOY Retention Increase Alumni Significant Uplift In Alumni Donor Retention
  • 37. Principal at Crescent Holdings, Last Gift $100 in 2017 [Outreach via personal e-mail] I had a really great time meeting and catching up on all things WMA last week . Another wonderful alumni visit to DC and always a class act. Keep up all the great work ; this “coachman-titan” is mighty proud of the institution, Brian’s leadership, the faculty and whole team. Count on my continuing contributions. Qualification of Potential Major Gift Prospects Partner at Giglio & Samson, Last Gift $200 in 2010 [Outreach via personal e-mail] Thank you for the personal note! I will be happy to attend the event and I look forward to meeting you. My law practice is corporate law with a focus on restaurants and franchises. I also own a restaurant in Beverly, MA and would also be happy to mentor, network, etc.
  • 38. Principal Systems Architect, Last Gift $700 in 2018, $6,800 Lifetime Giving [Outreach via video message] Thank you for reaching out, I appreciate the new format using video. (Being in IT, I can’t help but enjoy when technology is used effectively.) I had the pleasure of walking the campus for the first time in almost 15 years a couple of weeks back. I guess moss does grow on an old stone! I won’t be able to attend the 4/11 event. It is one of the few times that I am not in the city. I will be contributing more this year and I am excited to do so. I can truly say that W&M Academy opened doors that did not exist before and, for that, I will be always grateful. Retaining and Re-Engaging Alumni Associate at Gemini, Last Gift $30 in 2017, $80 Lifetime Giving [Via Facebook Message] Yes, I am currently living in the DC area now, however am still in the process of moving back to the area thus my permanent address is still the Sandwich address you have on file! I will keep you guys posted when that changes :) Will try to get to the DC are reception on the 4th if I can.
  • 39. How to Take a Giving Funnel Approach
  • 40. Admit Something Needs to ChangeStep 1: Since 2005, alumni participation rates have dropped by 33% Low donor retention means 1 in 3 donors churn YOY
  • 41. Start with a TestStep 2: Retention, acquisition, a building, a scholarship program, the arts, the library, the band, student life, student support, extracurriculars, oboe scholarships… you name it.
  • 42. Build Your FunnelStep 3: ENGAGE QUALIFY ASSIGN SOLICIT
  • 43.
  • 44.
  • 45. Make it PersonalStep 4: I ● Interests ● Impact ● tIme
  • 46. Make it PersonalStep 4: Thank you for your FY2019 gift. Engage donor with campus based update Ask for gift on day of giving/end of year solicitation. Unique donor engagement Re-Ask ($) OR Ask (+)
  • 47. Use Technology to ScaleStep 4: Engagement Insights, Enriched Data Personalized Video Modern Messaging
  • 48. Measure ImpactStep 5: 1. What did you learn? 2. Did you hit your goals? 3. What impact did your team make?
  • 49. Learn More: The Giving Funnel Playbook Just open your camera, point it here, and tap the link
  • 50. Poll: What are you going do differently when you get back to the office? www.sli.do & use “CASENAIS” as the event code
  • 51. Q&A
  • 52. Mark Aimone Director of Advancement Wilbraham & Monson Academy maimone@wma.us Mike Nagel Manager of Customer & Product Marketing EverTrue mike.nagel@evertrue.com