Raise More Money with eTapestry! How one customer raised $19 million!

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How to raise more money with eTapestry. Jude Werner from University of Nebraska Lincoln Newman Center is using eTapestry to raise over $19 million for his capital campaign. Presented at the 2014 Users Conference BBCON.

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Raise More Money with eTapestry! How one customer raised $19 million!

  1. 1. How to Raise More Money with eTapestry Newman Center – St. Thomas Aquinas Church At the University of Nebraska-Lincoln A Case Study PRESENTED BY JUDE M. WERNER, MA
  2. 2. A Brief (108-Year) History 2 #bbcon
  3. 3. The First Century 1906 • Newman Club established at the University of Nebraska-Lincoln • Begins decades of serving Catholic college students as a collegiate club 1960 • First Newman Center – St. Thomas Aquinas Church is built • Consistent growth as a student parish 1997 • Father Robert Matya is assigned as Newman Center’s Pastor • Visionary leader who sets a course for expansion 1998 • FOCUS (Fellowship of Catholic University Students) joins UNL Newman Center • Facilitate up to 100 weekly student Bible studies, with 700 participants 2006 • Jude Werner is hired to established a Development Office • A minimal volunteer-led annual fund program existed previously 3 #bbcon
  4. 4. The Modern (eTapestry) Era 4 #bbcon December, 2007 • eTapestry was purchased as the Newman Center’s development software March, 2008 • eTapestry goes live, ~72 hours before phone-a-thon August, 2008 • Fall student outreach is managed through eTapestry for the first time October, 2009 • Target Analytics wealth screening was completed by Blackbaud March, 2010 • Capital campaign feasibility study completed by an independent consulting firm • Our consultants suggest that $7 - $9 million is likely a successful campaign goal July, 2010 • Father Matya has a huge vision of what the UNL Newman Center could become • A strategic expansion plan was developed • Newman Center launches its first capital campaign in 104-year history • $25 Million ‘A Great Problem to Have’ Capital Campaign Goal!
  5. 5. How to Raise More Money with eTapestry 5 #bbcon I. A Great Problem to Have … Overview of Newman Center’s expansion project II. Phone-A-Thon (with 72 hours to spare) eTapestry, a Powerful Tool to Grow Your Annual Fund Program III. Donor Focused – Mission Driven Student Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life IV. Trust, but Verify … Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign V. Reach Out and Touch Someone Building a Dynamic Donor Communication Strategy with eTapestry
  6. 6. A Great Problem to Have … 6 #bbcon
  7. 7. Too Many Students at Socials 7 #bbcon
  8. 8. Phase I: Land Acquisition 8 #bbcon
  9. 9. Phase II: Phi Kappa Theta Fraternity 9 #bbcon
  10. 10. Phase III: Newman Center – St. Thomas Aquinas Church 10 #bbcon
  11. 11. Phase IV: Pi Alpha Chi Sorority 11 #bbcon
  12. 12. ‘A Great Problem to Have’ Campaign 12 #bbcon
  13. 13. Too many college students looking to grow in their faith … ‘A Great Problem to Have!’ 13 #bbcon
  14. 14. A Phone-A-Thon (with 72 hours to spare) Growing Your Annual Fund Program 14 #bbcon
  15. 15. Phone-A-Thon, The Early Years UNL Newman Center had a Volunteer-Led Phone-A-Thon for 10 Years • As many as 10,000 individual call sheets were needed each year • Each was printed, recorded and manually coded into an Access spreadsheet • It was months before an official fundraising tally was available • The result: INEFFICIENT, NOT MOTIVATING and a STATIC FUNDRAISER • Averaged $24,000 annually in revenue (less opportunity costs) 15 #bbcon
  16. 16. Phone-A-Thon, The Early Years Newman Center's Phone-A-Thon 16 #bbcon $45,000.00 $40,000.00 $35,000.00 $30,000.00 $25,000.00 $20,000.00 $15,000.00 $10,000.00 $5,000.00 $0.00 1997-1998 1998-1999 1999-2000 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006
  17. 17. Phone-A-Thon – The Early Years 17 #bbcon
  18. 18. Phone-A-Thon with eTapestry A Custom Web-Based Platform was Created for Phone-A-Thon • During our initial eTapestry setup, phone-a-thon integration was a priority What Our Student Volunteer Website Enables: • A student calling script • Specific donor information is populated into the script • Donor salutations • Contact information • Time zone • Phone-a-thon gift history • Students can update any fields (including phone and email addresses) • Phone-a-thon pledges are recorded • Credit and debit card are processed immediately • Instant updates on the phone-a-thon’s raised total after each call 18 #bbcon
  19. 19. Phone-A-Thon Web-Based Platform 19 #bbcon
  20. 20. Phone-A-Thon Web-Based Platform 20 #bbcon
  21. 21. Phone-A-Thon Web-Based Platform 21 #bbcon
  22. 22. Phone-A-Thon Web-Based Platform 22 #bbcon You Set the Goal They Enthusiastically Help Raise It
  23. 23. 2014 Phone-A-Thon Student Volunteers 23 #bbcon
  24. 24. Phone-A-Thon with eTapestry • Phone-A-Thon with an eTapestry Boost – Year 1 • 2006 (last year of pre-historic PAT) = $21,818 raised • 2007 (first year with eTapestry) = $58,883 raised • $37,065 increase over the year prior • 170% increase • Phone-A-Thon with an eTapestry Boost – Year 2 • 2007 (first year with eTapestry) = $58,883 raised • 2008 (second year with eTapestry) = $91,301 raised • $32,418 increase over the year prior • 55% increase • Phone-A-Thon 2006 vs. 2012 • 2006 = $21,818 raised • 2012 = $123,839 raised • $102,021 increase • 467% increase 24 #bbcon
  25. 25. Phone-A-Thon with eTapestry 25 #bbcon $140,000.00 $120,000.00 $100,000.00 $80,000.00 $60,000.00 $40,000.00 $20,000.00 $0.00 Newman Center's Phone-A-Thon
  26. 26. Phone-A-Thon with eTapestry 26 #bbcon
  27. 27. Phone-A-Thon with eTapestry version 2.0 New Phone-A-Thon Calling Center • 50 MB (megabytes per second) fiber optic internet • No more slow DSL • All VoIP (Voice over Internet Protocol) phones • No more used cell phones with bad reception • 50 new all-in-one, touch screen computers • Potentially, no more manual dialing of phone numbers Expected Outcomes HIGHLY EFFICIENT EXCITING FOR STUDENT VOLUNTEERS DRAMATIC GROWTH IN FUNDRAISING POTENTIAL 27 #bbcon
  28. 28. Phone-A-Thon with eTapestry version 2.0 28 #bbcon $250,000.00 $200,000.00 $150,000.00 $100,000.00 $50,000.00 $0.00 Newman Center's Phone-A-Thon
  29. 29. Phone-A-Thon, The Early Years 29 #bbcon
  30. 30. Phone-A-Thon with eTapestry.com 30 #bbcon
  31. 31. Phone-A-Thon with eTapestry version 2.0 31 #bbcon
  32. 32. Our Phone-A-Thon paid for eTapestry within the first 14 days! 32 #bbcon
  33. 33. Donor Focused – Mission Driven Strengthen Your Major Gift Asks 33 #bbcon
  34. 34. Donor Focused – Mission Driven What’s the Golden Rule of Fundraising? “No. 1: The urgent need for your nonprofit is to know your donors as well as you possibly can.” 7 Golden Rules for Nonprofit Fundraising Success htp://www.entrepreneur.com 34 #bbcon
  35. 35. Donor Focused – Mission Driven Know Thy Donors! • Why are they interested in your organization? • What is their history of engagement? • What is it about your organization that is their personal hot-button? Train Thy Donors to Give • Program engagement and building a habit of giving early on lays the foundation for a life-time of giving later. Can you answer the Nuclear Questions? • Before I write this check, has Johnny been involved at the Newman Center? • Susie says that she isn’t involved because no one has contacted her yet. • My grandson can’t stop talking about the wonderful FOCUS missionary whom he meets with. What’s his name? 35 #bbcon
  36. 36. 2014 Student Parish Registration 36 #bbcon
  37. 37. 2014 Student Parish Registration 37 #bbcon
  38. 38. 2014 Student Parish Registration Parish Registration Sunday • During their first weekend on campus, students complete a parish registration card. • Student volunteers enter data into “Student” eTapestry accounts • On average, 520 Mass registration cards are entered by Monday at noon • Data is collected under their “Persona” and “UDFs” • A series of 168 queries assembles the data • The data is then used to generate over 200 detailed reports • Students are sorted by age, gender, interests and residence halls • These reports maximize our outreach efficiency and effectiveness during the critical first week on campus and result in higher student engagement. Additional Data Sources • New Student Enrollment during the summer • Student activity fair on campus • Referrals from parents, grandparents, schools and parish priests • Referrals from other organizations • A total of 1,883 student registrations were entered this year alone. 38 #bbcon
  39. 39. 2014 Student Parish Registration 39 #bbcon
  40. 40. Train Thy Donors … Getting Started Early • Major-gift donors often have a history of giving to an organization, with the size and impact of contributions steadily increasing. • Why wait to start that process when they’re in the 40’s, 50’s or later? • Once recorded in eTapestry, the Newman Center can begin to invite students to become small monthly donors. • $16.67 per month is a typical first pledge = $1,000 over five years • Over time, the size of the gifts steadily increase A Major Impact • 195 students donors = $1,293 average donation • $252,185 raised in capital campaign alone 40 #bbcon
  41. 41. Know Thy (grown-up) Donors … Why are they interested in your organization? • Let’s assume that you’re planning a first meeting with a great new prospect. • Wouldn’t it be helpful to know if they were an alum of your organization? • If so, what were they involved with, if anything? • What events did they attend? • What years were they involved and what was the organizational culture at the time? • If negative, has your organization improved its culture since their experience? • Was there a retreat or pilgrimage trip that they attended as a student? • Were they involved in a FOCUS Bible study? • Were they members of a Greek house? • The oldest Phi Kappa Theta Fraternity Alumnus are only in the late 20’s • As alumni, the fraternity is a hot-button interest specific to them • We have already raised $150,275 from 62 former members 41 #bbcon
  42. 42. Know Thy (grown-up) Donors … 42 #bbcon
  43. 43. An Alumni Success Story Were They a “Success Story” of Your Organization? • For us, that is often a student who became increasingly involved with the Newman Center and, consequently, grew spiritually and into a student leader. • Alumni who were deeply engaged as students make some of the best donors today, especially if they can meet current students with similar interests as theirs. 43 #bbcon
  44. 44. The Nuclear Questions eTapestry is Easily Accessible on Your Smart Phone Can you Answer the Nuclear Questions? • Before I write this check, has Johnny been getting involved? • Susie says that she isn’t involved because no one has contacted her yet. • My grandson can’t stop talking about the wonderful FOCUS missionary whom he meets with. What’s his name? 44 #bbcon
  45. 45. The urgent need for your nonprofit is to KNOW YOUR DONORS as well as you possibly can … so start today! 45 #bbcon
  46. 46. Trust, But Verify … Preparing for Your Capital Campaign 46 #bbcon
  47. 47. By the Fall of 2009… • Father Matya’s vision to grow the our ministries was becoming a reality. • Our Development Office had also been already rather successful. • We raised $2,018,558 in the first forty months. • A strategic process began to develop our comprehensive expansion plan. • Acquisition of four parcels of land • Relocating two other existing businesses • Constructing four new buildings, totaling 100,000 square feet • Launching the Newman Center’s first-ever capital campaign • “I have complete confidence that Jude can raise whatever amount of money we need.” – Father Matya • His trust was flattering, but the responsibility was also daunting. • I had faith that God would bless our efforts if the project was His will. • However, I needed to verify that a capital campaign was even feasible. 47 #bbcon
  48. 48. Newman Center, St. Thomas Aquinas Catholic Church October 2009 Kate Lindsay Breck Consultant
  49. 49. Target Analytics™ Process Constituent Data External Financial and Demographic Data Appended File Preparation, Model Building, Extensive Testing Application of Models to Constituents WealthPoint Obtained 15,849 donors and non-donors from your organization’s database: Names, Addresses, Giving History, Other Characteristics Appended Hundreds of Financial and Demographic Characteristics Determine the Common Characteristics of Different Types and Levels of Donors Scored Constituents based on how well they fit each model; added appended variables to matched constituents; returning all records Top 1,500 records screened through WealthPoint for additional prospect research
  50. 50. Past Giver Type Regular donor: a minimum of one gift in each of the past three years Occasional donor: one or two gifts in the past three years Non-donor: no gifts in the past three years; could be lapsed donor
  51. 51. Number of Prospects by State
  52. 52. Capital Campaign Contributions by State
  53. 53. Major Giving Likelihood Predicts the likelihood to give at least $1,000/year
  54. 54. Major Gift Likelihood Score Distribution
  55. 55. Target Gift Range Score Distribution
  56. 56. Likelihood MGL & TGR Prospect Analysis Dashboard OVERALL TGR (6,7) $1,001- $5,000 Capacity - 12 months TGR (8) $5,001- $10,000 TGR (9) $10,001- $25,000 TGR (10,11,12) >$25,000 MGL >=851 (Excellent) 1,428 334 72 29 19 MGL 701-850 (Very Good) 1,722 51 6 2 0 MGL 551-700 (Good) 2,066 9 1 0 0
  57. 57. Interesting Findings • 75 millionaires • 12 millionaires with more than $5 million in assets • 164 Prospects with Hidden Wealth (Larkspur hits where assets < $1 Million) • 90 Prospects with contributions of $10K+ (political or charitable) • 86 have given less than $10K in a single gift to you Note: Of the prospects screened through WealthPoint
  58. 58. Interesting Findings • 219 Company Officers (Owner, President, CEO, Chair, Chief) • 8 Public Company Insiders • 70 Prospects with property >= $1M • 9 have more than $5 million • 66 Prospects hold property in a trust Note: Of the prospects screened through WealthPoint
  59. 59. Statistical Potential Analysis – Target Gift Range Gift Level in 12 Months Gift Total in Largest Giving Year Target Gift Range Projection $0 12,468 $1 - $49 2,004 4,663 $50 - $99 557 5,696 $100 - $249 453 2,630 $250 - $499 175 1,501 $500 - $999 88 834 $1,000 - $2,499 67 270 $2,500 - $4,999 17 126 $5,000 - $9,999 12 79 $10,000 + 8 50 The Target Gift Range is a capacity model that predicts a range of giving to your organization in a 12-month period
  60. 60. Statistical Potential Analysis – Low End Gift Level in 12 Months Target Gift Range Projection 3-Year Projection 5-Year Projection $1 - $49 $ 4,663 $ 13,989 $ 23,315 $50 - $99 $ 284,800 $ 854,400 $ 1,424,000 $100 - $249 $ 263,000 $ 789,000 $ 1,315,000 $250 - $499 $ 375,250 $ 1,125,750 $ 1,876,250 $500 - $999 $ 417,000 $ 1,251,000 $ 2,085,000 $1,000 - $2,499 $ 270,000 $ 810,000 $ 1,350,000 $2,500 - $4,999 $ 315,000 $ 945,000 $ 1,575,000 $5,000 - $9,999 $ 395,000 $ 1,185,000 $ 1,975,000 $10,000 - $24,999 $ 310,000 $ 930,000 $ 1,550,000 $25,000 + $ 550,000 $ 1,650,000 $ 2,750,000 TOTAL $ 3,184,713 $ 9,554,139 $ 15,923,565
  61. 61. Target Analytics Forecasted $15.9M in Capital Campaign Capacity 61 #bbcon
  62. 62. Reach Out and Touch Someone Building a Dynamic Donor Communication Strategy with eTapestry 62 #bbcon
  63. 63. eTapestry and Your Donor Communication Plan What do we all know about (or should) about donor communications? • At least seven donor touches per year • Donors want to feel appreciated, included and informed. • Should be timely, engaging and provide an opportunity to give Why not use eTapestry’s communications module? • E-Newsletters and emails can be timely • Target specific messages for specific account types or other demographics • Link your eCommerce page for an immediate donor response • Combine with your favorite social media for even more impact! 63 #bbcon
  64. 64. Special Event Invites & Program Updates Printed Invitations vs Emailed • Mail printed invitations to select donors • Email a digital invitation to everyone • Saves printing and postage • Everyone feels included • Even if they live across the country • A reminder for the select donors to RSVP Keep Donors Informed and Involved • Tell donors about ministry events that their students may be interested in • Invite donors to events they may want to attend • Encourage donors to volunteer and pray for upcoming events 64 #bbcon
  65. 65. eTapestry and Your Donor Communication Plan Seasonal Solicitations • Supplement your annual fund solicitations and newsletters • A targeted and timely solicitation can be fun and successful • Immediately prior to a major holiday • Finishing a last minute shopping list is easily with an honorary donation • Dramatic market gains • Donating appreciated stocks has significant tax benefits • Post-harvest season • Giving agricultural commodities is a tangible, easy donation with tax benefits Major Donors You Didn’t Know You Had • Donors responded with major gifts we would never have solicited. We simply didn’t know they had an interest or capacity. • Agricultural Commodities email = $2,500 gift in corn • Christmas Wish List email = $1,000 and $7,500 “Christmas Gifts” • Bell Blessing email = $1,500 and $45,000 gifts from out-of-state donors 65 #bbcon
  66. 66. 66 #bbcon
  67. 67. 67 #bbcon
  68. 68. 68 #bbcon
  69. 69. 69 #bbcon
  70. 70. eTapestry and Your Donor Communication Plan Exciting Contributions • Raising $45,000 in response to our Bell Blessing invite email was really exciting • It’s affirming that your broader marketing and communication plan is working • Likely, it’s $45,000 that I would never have solicited 70 #bbcon
  71. 71. eTapestry and Your Donor Communication Plan Game Changing Contributions • After raising $13.5 million in the first three years of our capital campaign, we were preparing to break ground on the new Newman Center and church. • A policy change put that into jeopardy. • Demolition was approved, but construction was now to be completed in two stages, adding $1.4 million in construction costs. • However, if another $1.3 million could be raised over a 45 day period, we could proceed with the entire project as planned. • That’s where the collaborative power of eTapestry and Facebook comes in … 71 #bbcon
  72. 72. Game Changing Contributions 72 #bbcon
  73. 73. Game Changing Contributions 73 #bbcon
  74. 74. Game Changing Contributions 74 #bbcon
  75. 75. 75 #bbcon
  76. 76. Game Changing Contributions 76 #bbcon
  77. 77. Game Changing Contributions 77 #bbcon
  78. 78. Game Changing Contributions One Gratifying Groundbreaking! • After successfully raising the additional $1.3 million • Including $567,136 in 45 days • Granted permission to build the St. Thomas Aquinas Church and Newman Center • A truly Historic moment for the UNL Newman Center 78 #bbcon
  79. 79. Leveraging the power of eTapestry and Facebook, $567,123 was raised and $1.4 million saved (in 45 days) 79 #bbcon
  80. 80. How to Raise More Money with eTapestry II. Phone-A-Thon (with 72 hours to spare) • eTapestry, a Powerful Tool to Grow Your Annual Fund Program • $37,065 Increase over the year prior – 170% Increase • $32,418 Increase over the year prior – Another 55% Increase III. Donor Focused – Mission Driven • Student Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life • $252,185 raised in Capital Campaign from Current Students • $150,275 raised from 62 former Phi Kappa Theta Fraternity members 80 #bbcon IV. Trust, but Verify … • Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign • Target Analytics predicted we could raise $15,923,565+ over five years V. Reach Out and Touch Someone • Building a Dynamic Donor Communication Strategy with eTapestry • $55,500 raised using eTapestry emails and eCommerce • $567,136 raised through eTapestry and Facebook combined effort
  81. 81. Newman Center – St. Thomas Aquinas Church 81 #bbcon
  82. 82. $18,452,180 raised in the first Four Years 82 #bbcon Map Totals as of 10/1/2014
  83. 83. $18,452,180 raised in the first Four Years 83 #bbcon
  84. 84. Newman Center – St. Thomas Aquinas Church 84 #bbcon
  85. 85. Making Dreams Come True 85 #bbcon
  86. 86. eTapestry Helped to Make our Dreams a Reality … And It Can Help You Too! 86 #bbcon
  87. 87. Did this session give you the jolt you needed? Don’t forget to complete a session survey! 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. 87 #bbcon

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