From CASE D4 - 2019

1. “That Good Old Baylor (Pipe)Line:”
Engagement Insights Fueling Prospect
Discovery, Donor Acquisition

2. Aaron Borsellino
Assistant Vice President,
Advancement Systems
Caroline Scott
Strategic Customer
Success Manager
caroline@evertrue.com
Nick Florence
Director of
Development
Josh Lassiter
Assistant Director of
Development

3. 1. What’s happening at Baylor?
2. The power of connecting digital engagement to fundraising
3. Better information = better gift officer outreach
4. What’s next?
5. Q&A
Today, we’ll cover...

4. Want an Apple Watch?
Grab the slides here:

5. Baylor: Challenges/Opportunities and Priorities

6. Everything’s good here!

7. 2018: The Results
HIGHEST
totals
in history
$43.6
billion
in FY17
3.7%
YOY
increase

8. Let’s look closer...

9. Over-Reliance on the Top
On average, the top 36 donors
contribute 63% of annual fundraising
revenue. So who’s “on deck?”
The average gift from biggest donors
dropped 22%
Source: EAB

10. Missing Prospects in Plain Sight
of high net-worth prospects go
uncultivated
of those don’t ever make it into
a portfolio
80%
43%
Source: EAB
& EverTrue

11. Are we spinning our wheels?

12. Where are we in 2029?

13. The Investor/Donor gives with
her heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve helped solve a problem

14. Movies 2004 Movies 2019

15. Loyalty 2000 Loyalty 2019

16. Why Social Matters

17. Facebook: This Is Where the Party’s At
Source: Statista

18. 68% of the
U.S. uses
Facebook…
that’s more than
Instagram and
Pinterest combined

19. Source: Social Media Today http://bit.ly/2Ew4sDB
There are over
575 million users
on LinkedIn

20. 74% of
Facebook
users are on
every day.

21. Source: EverTrue data, Sept. 2018
1942 1956 1965 1974 1983 1992 2001 2010
1,300
1,100
900
700
500
300
100
-100
Engagement By Class Year

22. Plugging Social Into Relationship
Management

23. Discovery
Who are your most-engaged current donors?
Who’s been active lately and lives in the next city you’re visiting?
Affinity
What types of content do prospects love?
What lists exist for needs without a built-in constituency?
Stewardship
How often is the university top-of-mind?
How do we share content that the donor cares about?

24. Does This Work?
(Yes. Yes it does.)

25. Participation among
digitally engaged
constituents is
3.4x higher

26. If every past donor you engaged
on Facebook last year gave at their
previous level...
<100K constituents
$184,000 more
100 - 300K constituents
$620,000 more
300K+ constituents
$3.1 Million more

27. Social media isn’t
just for small donors.
Donors who contribute above your
institution’s average lifetime gift amount
are also twice as likely to interact with
your university on Facebook.
2X

28. Socially engaged
prospects are
76% more
likely
to respond to cold
outreach
45%
15%
0%
Responded
To “Cold”
Outreach
Non-Engaged
Digitally Engaged
30%

29. You’re missing great
prospects.
43%
of the average institution’s
high-capacity, digitally
engaged donors, remain
unassigned.

30. Baylor Put This to the Test

31. Do Likes = Ticket Sales?

32. National average for cold
outreach is a 2-4% return

33. Hot Leads Generate Results
10.64%
purchase rate
Womens
Basketball
6.56%
purchase rate
Mens
Basketball
Conversations with:
40%
Womens Prospects
31%
Mens Prospects
Ruled out interest among 25% (womens) and 15% (mens) of prospects
(3x’s the
national rate)
(2x’s the
national rate)

34. This is a Modern Approach
to Fundraising

35. Alumni & Parent Engagement
Annual Donors
Discovery
MG

36. The Giving Funnel
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Events
Email
Social
Volunteers
Engagement
Affinity
Capacity
Make the
ask… quickly
Mass Outreach
Leadership
Portfolio
Planned Gift

37. Where Else Can We Use
This Approach?

38. 6,000 in Georgia Area
ENGAGE
QUALIFY
ASSIGN
SOLICIT
600 interacting on
Facebook
72 prospects
ready for a
visit.
Who’s engaged,
unassigned, and
given $1k+?
Well, hello
there Josh!

39. Gift Officers Need More

40. Fresh information
Instant prospect lists
Mobile tools
Stale data
2-week waiting periods
Spreadsheets
What they needWhat they get
.

41. When Gift Officers have what
they need, good things happen.

42. ● Insight into activities and meetings
● Contact reports are immediate and searchable
● Removing roadblocks (access to information and constituent data)
● Giving development officers the tools they want to stay in the profession
How managers remove roadblocks

43. ● Spend 50% less time planning trips
● Prioritizing visits — who to see, who needs a touch
● Pre-visit intel
● Mobile contact reports
Managing a Mature Portfolio

44. ● The ability to work from everywhere
● Combination of giving history + engagement = great visits
● Plan and execute trips 50% faster
● Map-based visualization to dig deep into the Southeast
Building a Portfolio

45. Getting Ready for What’s Next

46. Football Tickets
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Signing Day… how many
non-Bear Foundation
members did we
engage?
Make the
ask… quickly
Pair them with
the right gift
officer.
Who’s an existing,
rated, unassigned
donor?

47. The Giving Funnel
Across the Midwest

48. K-State Family Scholarship Program

50. K-State Family Scholarship Program

51. 319,000
constituents
27,000 rated donors
3,880
engaged
31
$30k gifts

52. In-house
Mid-Tier
MGO

53. Goal: Identify Prospects for 13 Colleges & Departments

54. Meet Jacob
Speaker!
Jacob Astley
Director of Prospect Development,
Oklahoma State University Foundation

55. Strategy: Mine for Engaged, Unassigned Donors

56. The Oklahoma State Giving Funnel
310,000
constituents
5,000
engaged around aviation content
772
consistent donors
15
high-quality prospects
assigned to gift officer 262 x’s!

57. Q&A

58. Thank you!

59. Aaron Borsellino
Assistant Vice President,
Advancement Systems
Caroline Scott
Strategic Customer
Success Manager
caroline@evertrue.com
Nick Florence
Director of
Development
Josh Lassiter
Assistant Director of
Development