Fan engagement has shifted to social media, providing advancement teams with loads of untapped potential. Hear how the Virginia Athletics Foundation and the UNC Rams Club are turning fans into donors. You’ll learn how these teams are broadening the donor base and building major gift pipeline by harnessing digital insights and social engagement. We talked with Casey Steffan, Director of Membership and Development at VAF, and Nick Fulton, Director of Annual Campaigns at UNC, about the challenges and opportunities facing athletics fundraisers.

1. Winning Strategies:
Turning fans into donors

2. Let’s hear those questions!

3. Casey Steffan
Dir. of Membership &
Development
Virginia Athletics Foundation
@UVA_VAF
Nick Fulton
Dir. of Annual
Campaigns
The Rams Club, UNC
@TheRamsClub
Brent Grinna
Founder & CEO
EverTrue
@brentgrinna
#EverTrue4Athletics

4. Our Mission Is To Build Relationships
In Pursuit Of A Better World.

5. 300+ Education Partners

6. RSVP to "ESPN College Gameday":
Virginia vs. Virginia Tech
NAME
John Creighton ‘78
ORGANIZATION/TITLE
EVP of Business Development,
CitiBank
COMMENTS
Go Cavaliers!
WILL ATTEND
WILL NOT ATTEND
✔

9. Technology has transformed our daily lives.

10. Fan Engagement 1.0 Fan Engagement 2.0

11. Ticketing 1.0 Ticketing 2.0

12. Real Estate 1.0 Real Estate 2.0

13. Remember John?
5.6k
44709
John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP Business Development
Citibank

14. Fundraisers are still underserved by
traditional databases.
Complex
Workflows
Poor Access
to Data
Incomplete
Data
Challenging
Collaboration
Lack of Best-in-Class
integrations

15. Donors Down
30-year industry-wide decline in
annual participation.
Tax Reform
Incentives for donors and fans have
quickly shifted.
This is a Critical Time for ALL Fundraisers
$

16. Database
Ticketing
Parking
Points
Critical donor and fan engagement data is disparate and inaccessible.
Status Quo = Siloed Systems

17. Database
Ticketing
Parking
Points
EverTrue has worked closely with UNC and UVA to
empower athletics fundraisers by unifying this data.
Future = Integrated Systems

18. John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP - Business Development
Citibank
The Complete EverTrue Profile
*Not actual giving data

19. Non-Donors
Members
Discovery
MG

20. GOAL:
Personalized Stewardship &
Relationships with Top Donors

21. Members
Discovery
MG
Non-Donors
Members
Discovery
MG

22. In-Game Donor Management1.0

23. Starts with Ticket Holders2.0

24. 120
Matched Constituents
323
Went
386
Interested
Add Digital Insights & Word of Mouth2.0

25. In-Game Stewardship2.0
John Creighton
Class of 1978

26. John Creighton
Class of 1978
Enter Contact Reports on the Spot2.0
Met John at the UNC vs. Duke game.
He’s a huge fan. I reviewed our various
programs and initiatives|

27. Close the Loop2.0
John Creighton gave $2,000

28. GOAL:
Add New Major Gift Pipeline

29. Members
Discovery
MG
Non-Donors
Members
Discovery
MG

30. Trip Planning & Prospecting1.0

31. Travel, Transformed2.0

32. Rethinking Metrics2.0
A-List
✓ Giving $3700+
✓ Major gift ask
B-List
✓ Consistent $2k Gift
✓ Don’t see often
Acquisition
✓ Focus on new $?
Today... Tomorrow...

33. Regional Prospecting:
Tournaments & Away Games
2.0

34. Next Level Search
38
Out-of-state, unassigned,
engaged donors whose last gift
was $500+

35. GOAL:
Enroll New Members

36. Members
Discovery
MG
Non-Donors
Members
Discovery
MG

37. Appeals to Non-Donors1.0

38. Identify Engaged Former
Student-Athletes, By Team
2.0
13,000
Fans and followers
203
Alumni
105
Non-donors

39. Create Affinity-based Micro-campaigns
Inbox x
Dec 10 ➦
We’re so close to reaching our goal,
but we still need your help!
As a former women’s soccer player, you know how much philanthropy can
make a difference in the lives of so many. Show your support for the Hoos.
DONATE
Step up for women’s soccer!
Virginia Athletics Foundation
to Lisa Shaw ⏬
2.0

40. Customize the Donor Experience
Athlete
Women’s Soccer
Men’s Tennis
More...
2.0

41. Restricted Giving Test Run2.0

42. Membership Enrollment1.0

43. An 11-stop “Tar Heel Tour”2.0

44. Coffee with John
Cafe Nero
John Creighton
Directions
15 min drive (1.9 mi) John Creighton
Class of 1979
My Trip
1:1 Outreach2.0

45. “Our Blue is Best” Challenge2.0

46. Next Level Segmentation

47. Takeaways

48. 0
1.5M
Build
1M

49. Build. Understand. Ask.
243
Engagers
2
Assigned Prospects
52
LYBUNTS & SYBUNTS
53
Never Donated

50. Build.

51. Understand
?
Engagers
?
Assigned Prospects
?
LYBUNTS & SYBUNTS
?
Never Donated

52. Non-Donors
Members
Discovery
MG
Ask

53. Build.

54. Understand
Who’s already
raised their hand
about your
campaign?

55. Non-Donors
Members
Discovery
MG
Ask

56. Build.

57. Understand
Who’s watching
your Facebook
Live stream?

58. Non-Donors
Members
Discovery
MG
Ask

59. Build. Understand. Ask.
Who are your most
active, unassigned
top prospects?

60. How do specific
prospects feel
about our new
coach?

61. Ask
Who’s ready to
give at a
championship
level?

62. John Creighton
Charlottesville, VA
Class of 1978, University of Virginia
EVP - Business Development
Citibank
Who is Your Next “John”?

63. Q&A

64. Use promo code “SPORTS” for 10% off your RAISE
ticket through Friday, just for today’s attendees!
Boston, MA | July 26 – 27
Register today at raisebyevertrue.com

65. Thank you!
caseysteffan@virginia.edu
nick@ramsclub.com
brent.grinna@evertrue.com