The document provides information on the 2011 annual appeal results for the Diocese of Charleston, including participation rates, donor retention rates, revenue retention rates, and average gift amounts. It then discusses using segmentation tools to analyze donors and prospects to create targeted fundraising strategies. These include identifying top prospects based on likelihood and capacity scores, developing solicitation strategies and communications plans tailored for different prospect groups, and evaluating results and return on investment. The case study shows the appeal achieved solid growth in results compared to previous years through the use of segmentation and targeted fundraising.

1. Case Study for Annual Appeal Support
George Durney

2. 2011 HE Annual Fund Results (106 Participants)
Average Top (4th ) 75th Percentile
Quartile Average
Participation 13.7% 30% 18.8%
Donor Retention 61.3% 73.2% 67.3%
Revenue Retention 82.6% 98.2% 90.3%
Revenue per Donor $558 $1,010 $760
Revenue per New Donor $160 $319 $196
First Year Retention 28.6% 39.9% 32.7%
Alumni results only & a gift cap of $50k
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3. ProspectPoint: Segmenting Prospects by Likelihood &
Capacity
High likelihood scores
and mid-level target Highest scores and
giving ranges high assets
Implement targeted Further qualification
upgrade, mid-level and research
major gift strategies
Immediate individual
Increase annual giving cultivation
Lower likelihood
Low likelihood scores scores, but high
and low target giving target giving ranges
ranges and assets
Minimize investment Need to be sold on
your mission
Consider reduced
resource application Longer term cultivation
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4. Target Analytics™ Process
Obtained 63,717 donors and non-
Constituent Data donors, from your database:
Names, Addresses, Giving History,
External Financial and Other Characteristics
Demographic Data
Appended Appended Hundreds of Financial
and Demographic Characteristics
File Preparation, Determined Common Characteristics of
Model Building,
Different Types and Levels of Donors
Extensive Testing
Scored all Constituents based on
Application of how well they fit each model
Models to
Constituents
Segmentation suggestions for
Implementation identifying best prospects
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5. ProspectPoint Modeling Terms
AGL (Annual Giving Likelihood) model looks at the inclination a
prospect has to make a gift to your organization
Scores for both range from 0 to 1000
Higher scores translate to better prospects
TGR – Target Gift Range
• Gift range projected by the predictive model for a one year period
• Target Gift Ranges are numbered 1 to 12, from $1-50 to $100,000+
1: $1 - $50 7: $2,501 - $5,000
2: $51 - $100 8: $5,001 -$10,000
3: $101 - $250 9: $10,001 - $25,000
4: $251 - $500 10: $25,001 - $50,000
5: $501 - $1,000 11: $50,001 - $100,000
6: $1,001 - $2,500 12: $100,001 +
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6. Donor Distribution
Regular donor – individual donor with a gift each year for the past three years
Occasional donor – a minimum of one gift in the past three years
Non-donor – no gifts in the past three years – lapsed donor or never giver
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7. Loyalty Patterns – DONOR LOYALTY CLASS
Promoter – Giving in all of the past 5 years
Devoted – Giving in 3 to 4 of the years
Sporadic – Giving in 1 to 2 of the years
Deeply Lapsed – 0 gifts in the past 5 years
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8. AGL Variable Distribution
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9. Annual Gift Likelihood Variable Distribution
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10. TGR Variable Distribution
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11. Target Gift Range Variable Distribution
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12. Number of Prospects Compared to Past Giving (Past & Current Donor are Actual Gift Amounts)
Gift Level in # of Current # of
Donors in Past
Prospects in
12-Months Past 6 Yrs Donors TGR
$1 - $50 28,729 8,201 33,107
$51 - $100 5,348 1,467 39,844
$101 - $250 3,674 1,069 17,961
$251 - $500 1,743 561 12,016
$501 - $1,000 929 311 5,200
$1,001 - $2,500 547 211 2,014
$2,501 - $5,000 158 49 904
$5,001 - $ 10,000 54 21 498
$10,001 - $25,000 30 4 269
$25,001+ 20 5 101
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13. Initial Segmentation Suggestions: Likelihood
111,914 Total records scored
28,147 AGL scores of 551+; 26,866 have given in last 3 years
35,088 have scores of 451-550: Best scoring non donors
AGL Score Range Count
851+ Excellent 4479
651-850 Very Good 7785
551-650 Good 15,883
451-550 Average 35,088
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14. Proposed Recommendations
Integrating AGL & TGR – Top Prospects
Capacity - 12 months
TGR 1 TGR 2 TGR 3 TGR 4 TGR 5 TGR 6 TGR 7 TGR 8 TGR 9 TGR 10,
$1- $51- $101- $250- $501- $1001- $2501- $5001 - $10,000- 11, 12
Likelihood
$50 $100 $250 $500 $1000 $2500 $5000 $10,000 $25,000 $25,000+
AGL 701+
Excellent
36 215 1611 2612 3216 2193 1055 475 270 172
AGL
551-700
Very
207 353 1145 786 304 82 26 4 5 2
Good
AGL
401-550 2050 2469 2955 1579 507 163 50 16 14 3
Good
AGL
301-400 6191 5163 4706 2750 716 179 42 23 8 3
Average
AGL
<=300
Below
10084 4283 3451 1253 215 60 12 1 2 0
Average
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15. Proposed Recommendations
Integrating AGL & TGR – Solicitation Strategy (TGR 6+ Send Miscellany)
(2010 YTD 14,589 donors & $1.6m) * See corresponding slide #25 for color legend
A B C D E
4,530 Constituents 20,045 Constituents 19,781 Constituents 75 Constituents 19,286 Constituents
4123 donors 10,290 donors 154 donors 4 donors 18 donors
$904k $636k $42k $7k $3k
1st – 2/11 – Mail 1st – 2/11 – Mail 1st – 2/11 – Mail
1st – Bishops 1st – 2/11 – Mail
TGR 1-3 – Standard TGR 1-3 – Standard TGR 1-3 – Standard
Christmas Blessing TGR 6-12 – Target Ask
TGR 4-5 – Target Ask TGR 4-12 – Target Ask TGR 4-12 – Target Ask
2nd 3/1 2nd 5/15
2nd – Kick-off Party 2nd 5/15 2nd Mailer to prior
Target Ask TGR 1-3 – Standard
Invite Based on Parish TGR 4-12 – Target Ask donors only
Easter Blessing TGR 4-12 – Target Ask
3rd – 2/11 - Mail 3rd 5/15
What the Diocese TGR 1-3 – Standard
Supports TGR 4-5 – Target Ask
4th – 3/1
Target Ask
Easter Blessing
5th 5/15
Second Target Ask
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16. Mail Plan Example
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17. Reporting Example
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18. Case Study - 2011 Annual Appeal Results
Solid Results up 16% YOY vs. 5%
historical growth ($2.9m vs. $2.5m)
Average gift up 17% ($185 vs.$158)
Retained donors $ up 12.7% ($2m
vs.$1.74m). These donor’s represent
82% of all $’s and 75% of donors
(Retained 72% of donors & 92% of $)
New donors up 22% (1940 vs.1592)
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19. Conclusions
Segmentation using Target Gift Amount
appears to have provided a lift in
average gift per donor (estimated @ 7%
more)
2nd mailer provided a solid ROI and
should be continued
From a 3 year LTV perspective it
appears to have created a $750k positive
delta
Blackbaud support improved reporting,
decision making, & acknowledgement
after care.
Page #19 © 2010 Blackbaud

20. Scope of Work Overview :
Assign Account Manager for this project
Produce scores and review results
Create a communication plan (DM, Phone & Web)
Create a timeline once we agree on a plan
Access your Raiser’s Edge database to tag
each record with an appeal code
Pull all segments and provide to mail house
after your review
Create reporting to evaluate results (midway &
final results of appeal)
Create final ROI and make stewardship
recommendations
Make observations about future plans
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21. Pricing
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22. Matt Dwyer, Director of Stewardship and Development for the Diocese of Charleston
“The results gave us the information we needed about our donors and how to
determine target gift amounts,” said Dwyer. “We used the solution to create a
custom direct mail plan.”
We received good feedback and have some ideas going into 2012 and
beyond,” said Dwyer. “When you are able to test concepts based on data, you
find out what resonates with people and what doesn’t. We will use the
information we gained to be more effective in 2012.”
“I was surprised,” said Dwyer. “I expected an increase but not the amount of
increase we’ve seen. We know now that if you ask the right people, those who
believe in your mission, and if they think you are doing the right thing, will support
you—even in a struggling economy. “
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23. Sample ROI- Assume Retention Improvement & New Donors Increase
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