This document discusses metrics and data analysis for annual giving programs. It provides an overview of McKendree University including enrollment numbers, fundraising totals, and staff size. Metrics discussed include trends in restricted vs unrestricted giving over time and donors by class year. The presenter advocates using data to identify opportunities like increasing senior class gifts or segmenting young alumni. Continuous process improvement is recommended by evaluating programs, brainstorming changes, implementing them, and repeating the cycle to raise more money.

1. Knowing Your Annual Fund:
A Case for Change

2. Introduction
A little about me
Work
Home

3. Introduction

4. Agenda
McKendree University Pedigree
1. Metrics
2. Data: A Case for Change
3. Opening Wallets
Conclusion

5. But First…

6. A poll
How many of you have:
Less than 3 years of experience
3-5 years of experience
5 or more years of experience
How many of you are:
Under the age of 25
25 - 30
30 – 40
40+

7. A poll
How many of you work in:
Annual Giving or Annual Fund
Major Gifts
Alumni Relations
Advancement Services
Stewardship

8. Knowing Your Audience
Source: Annual Giving Network

9. McKendree University Pedigree
Founded in 1828
4 Campuses
Lebanon, IL (Main) Campus
Scott Air Force Base, IL
Radcliffe, KY
Louisville, KY
Undergraduate Enrollment
2,300

10. McKendree University Pedigree
By the Numbers
Endowment
$28,000,000
Alumni of Record
23,000
Solicitable Alumni
18,000
Total Raised FY13
$1,650,000

11. McKendree University Pedigree
Development
Office of Development, Alumni and Parent Relations
8 FT Staff
3 Major Gifts
1 Annual Giving
1 Advancement Services
1 Alumni Relations
1 Stewardship
1 Support Staff

12. McKendree University Pedigree
Development
Data Base
The Raiser’s Edge
Online Giving
NetSolutions
Direct Mail
Phonathon
E-mail
Social Media

13. Let’s Get Started

14. Metrics
Why is this important?
Evaluate
Generate Reports
We’re a small shop, what metrics are worth my time?
All of them…just not all the time

15. Metrics
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
$25 ask $50 ask $100 ask $250 ask $500 ask $1,000 ask $1,500 ask $3,500 ask
FY14 Fall Appeal
Ask Amount Analysis
Gave at ask amount Gave above ask amount Gave below as amount

16. Metrics
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
FY13
by Month
Total
Unrestricted
Restricted

17. Metrics
Where Should I Start?
1. Annual Giving Programs
2. Trends – YOY Comparisons, Restricted vs. Unrestricted
3. Industry Trends
4. Benchmarking

18. Metrics
A Final Thought
Source: The Chronicle of Philanthropy

19. Metrics
The Pivot Table
MS Excel

20. Metrics

21. Metrics

22. Metrics
58.85%
14.97%
6.18%
2.28%
Alumni by State
Illinois Kentucky Missouri Florida

23. Data: A Case for Change
Now what?

24. Data: A Case for Change
Now that we have data, how do we use it?

25. Data: A Case for Change
Continuous Process Improvement
Evaluate
Brainstorm
Develop a list of 3-5 changes
Implement
Repeat

26. Data: A Case for Change
example 1
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
FY04
TOTAL
FY05
TOTAL
FY06
TOTAL
FY07
TOTAL
FY08
TOTAL
FY09
TOTAL
FY10
TOTAL
FY11
TOTAL
FY12
TOTAL
FY13
TOTAL
Unrestricted
as a percentage of
Total Annual Fund

27. Data: A Case for Change
example 1
Observations:
Restricted giving is on the rise
Specifically athletics and performing arts
In FY04, Unrestricted Annual Fund revenue made up 80% of
the Annual Fund. In FY13, it made up only 50%

28. Data: A Case for Change
example 1
Result:
Family of Funds/Directed Giving
Better illustrates what the Annual Fund supports
Principia

29. Data: A Case for Change
example 2
0
100
200
300
400
500
600
700
800
Class Size
vs.
Number of Donors
Class Size
Number of Donors

30. Data: A Case for Change
example 2
Observations:
Number of alumni produced each year is increasing
Higher enrollment
Number of donors per class year remains flat

31. Data: A Case for Change
example 2
Result:
Give Big to the Pig
Student philanthropy
Senior Class Gift
Emphasis on senior gifts
Young Alumni
Segmentation towards GOLD

32. Opening Wallets

33. Opening Wallets
Understand what medium works best
No 1-size-fits-all approach
Survey your constituency
Ease of access
By inserting a BRE in the university magazine, Fontbonne
University recorded $63,000 in additional revenue
Unique Segmentation
Degree Program
Class Year
Professor(s)
Need to be transparent
Identify successes and failures – Tweak program

34. Conclusion
Annual Giving staff are heavy data users
AG professionals must have aptitude for data
Develop a means to evaluate programs/pieces
Pivot Table
Use metrics to make data-driven decisions
Specific to your institutional culture
Implement into your next fiscal year
Raise more money

35. Thank You
Contact:
Vincent Piazza
Director of Annual Giving and Advancement Systems
618.537.6500
vppiazza@mckendree.edu
McKendree University
701 College Rd.
Lebanon, IL 62254