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Fixing the Leaky Bucket at Oregon State
Oregon State University was facing declining donor participation and retention rates, with only 69% of alumni retaining their donor status over three years, indicating a "leaky bucket". The university implemented a "Donor Experience Program" using donor experience officers and technology to provide personalized outreach at scale, with goals of 90% donor retention, 33% reactivation of lapsed donors, and growing the major gift pipeline. Initial results showed improved donor retention rates, open rates, and reactivated donors, demonstrating the potential of this new approach.
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Fixing the Leaky Bucket at Oregon State
- 1. Fixing the LeakyBucket at Oregon State
- 2. Kevin Massimino Manager, DigitalAdvancement Programs EverTrue Jake Mendenhall Assistant Director, Pipeline Development Oregon State University Foundation @EverTrue #OSUFoundation #CASED8
- 3. Oregon State Universityis public land-grant institution with over 230,000 alumni. The OSU Foundation partners with the University to engage our community, inspire investment, and steward resources to enhance the university’s excellence and impact.
- 4. Our mission isto build relationships in pursuit of a better world.
- 5. #1 Highest-rated advancement software 500+ HigherEd Partners 51 Of the Top 100 US News & World Report Universities
- 6. Today, we’ll cover: TheIssue: The Leaky Bucket - Donor Churn The Solution: Rethinking the Donor Experience Questions
- 7. Learn More: The GivingFunnel Playbook Just open your camera, point it here, and tap the link
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- 10. Winning companies treat youlike they know you.
- 11. This Is TheEra of The Subscription Economy
- 12. Those who didn’tact were left behind
- 13. Those who don’tact will be left behind Colleges
- 14. Trustees and Presidents demanding higher alumniparticipation Call center Return On Investment is declining and often measured in Loss On Investment Multi-channel engagement not integrated with call center/outreach The Status Quo Mass outreach & minimal stewardship for <$10k annual fund supporters
- 15. HIGHEST totals in history $47 billion in FY18 3.7% YOY increase FundraisingRevenues at All-Time Highs
- 16. FY19 Results $144.5MM raised beating goal of$142MM $28.5MM For student success initiative beating goal of $25MM $117M in cash from outright gifts Best year ever! Record-setting year for the OSU Foundation, College of Agricultural Sciences and the College of Earth, Ocean, and Atmospheric Sciences
- 18. Fundraising is flat $in Millions, donors labeled alumni in EverTrue, Giving <$10,000 per year
- 19. Donor count &participation are decreasing Donors labeled alumni in EverTrue, Giving <$10,000 per year
- 20. Trailing three yearaverage alumni retention rate A common challenge OSU 69%
- 21. It’s hard tofill a leaky bucket 3.7k 4.4k 2015 2.8k 4.1k 2016 2.0k 4.4k 2017
- 22. Donor counts have droppedby 33% in the last 15 years YOY donor retention is ~65% Old-school tactics miss the mark The Problem Other tactics create short-term spikes, not long-term loyalty
- 23. Bottom 98% 2% The OldModel Telefund and Direct Marketing - Mass marketing - Minimal personalized outreach - Sporadic, inconsistent volunteer outreach - “Hail Mary” year-end messaging - Minimal post-engagement “closing” activities Frontline fundraising - Clear vision and personal outreach unlocks major donor potential
- 24. “Donor Experience Program” -Focus on the “Next 10%” - Renew Leadership/Annual Fund Donors - Reactivate Key Lapsed Donors - Upgrade donors into BLC range The new model 2% Middle Bottom Frontline fundraising Telefund and direct marketing
- 25. The Investor/Donor giveswith her heart, and wants to... ● know the ROI ● be involved ● be joined by others ● know they’ve helped solve a problem
- 26. Build 1:1 personalrelationships with 3,000 more donors Customize every donors’ journey Connect with donors where they are from the office Proactively engage, speak to interests and add value Turn engagement into referrals, and referrals into pipeline for major gifts What if We Could...
- 27. People TechnologyStrategy The DXOProgram Solution
- 28. Provide Tangible value Cadence oftimely, informed 1:1 conversations that offer value to donors Focus on retention Defined 90% retention target within designated portfolio Reactivate lapsed donors Defined 33% reactivation target for recently- lapsed donors Build major gift pipeline Surface qualified and engaged major giving prospects Strategy - Personalized Outreach at Scale
- 29. Who needs to bewarmed up before an appeal? Who’s recently raised their hand via social media? Prioritizing Outreach Who’s made a recent gift and needs some love?
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- 33. Meet the DonorExperience Officer (DXO) ✔ Provide a “customer service” type experience for donors. Their personal liaison back to the Foundation ✔ Diverse set of professionals with sales and/or fundraising experience or aspirations ✔ Able to utilize technology (Zoom, EverTrue, others) to develop 1-1 relationships at scale ✔ Manage hand-selected portfolios of prioritized unmanaged current and lapsed donors ✔ Integrated with Development, Alumni Relations, Athletics, etc. People
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- 35. Target specific amount of touches perday Maintain high-level personalization Manage engagement cadence The DXO approach Share relevant, interest-based content
- 36. Reactivated donors Revenue retention rate The DXOmetrics 90% Donor retention rate 100% 33%
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- 38. Day 1, FirstCall
- 39. Personalized emails =65% open rate Improved 151%
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- 41. Creating a talentpipeline Today: Donor Experience Officers Tomorrow: Seasoned advancement professionals
- 43. Engage Qualify Assign Solicit Target 2-3institutional priorities that align with prospect's demonstrated interests. Identify potential donor interests based on engagement insights and assign for annual fund or major gift outreach. Monitor digital engagement with targeted content and research prospect capacity and inclination. Produce compelling video and social content that aligns with institutional priorities. Provide targeted, tangible, ongoing value to build strength of relationship and grow philanthropic support over time. Retain The Giving Funnel
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- 47. Learn More: The GivingFunnel Playbook Just open your camera, point it here, and tap the link