Developing a Data Driven CulturePRESENTED BY

LIZA TURCOTTE, DIRECTOR OF DEVELOPMENT, ONE80PLACE

PAGE BULLINGTON, DIRECTOR OF PROFESSIONAL SERVICES, TARGET ANALYTICS

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Establishing a data driven

foundation can impact

organizational culture.

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A Complete 180

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OU

R W

OR

K Clients needs are more complex than ever before

Services need to “dive deeper”

Poverty continues to fuel increasing demand

We have a track record of success

Clients needs are more complex than ever before

Services need to “dive deeper”

Poverty continues to fuel increasing demand

We have a track record of success

Organization Overview

PH

ILA

NT

HR

OP

Y Donors increasingly want measurable outcomes and clarity about results

Once people understand what we do, they are interested in supporting our work

Donors increasingly want measurable outcomes and clarity about results

Once people understand what we do, they are interested in supporting our work

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Original identity

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THE COMMUNITY

KNEW

A place where people care

A place for people in need

Efficient and effective

Community leader

A place where people can turn their lives around

THE COMMUNITY DIDN’T KNOW

• About our programs and services

• How we do what we do

Understanding our audience

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A new brand

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Power on…to a new vision

Our original headquarters:

• Beyond it’s useful life

• Small, crowded, and in need of repair

• Didn’t fully support program and services

Our new headquarters:• Designed for what we do• Employment training programs• Expansion of services

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So if we know all of this…why

bother with data?

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Changing Demographics

Better Understand Your Donors by Leveraging

Similarities and Managing Differences!

» 52% give via the mail» 34% give in honor or tribute

Matures

» 40% give via the mail» 30% give in honor or tribute» 46% give via work» 21% give monthly» 42% give via organizational websites

Baby Boomers

» 50% give via retail transactions» 50%+ give via work» Close to 50% of Gen X and 62% of Gen Y would give via mobile» 46%+ fundraise on behalf of organizations» 40%+ give via organizational websites

Generation X & Y

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The Power of Retention

. . . The more frequent the gift, the more likely to retain

Source: donorCentrics – consortium group of International Relief Organizations examining Calendar Year 2012 data

Gifts per Year Median Retention Rate

1 48%

2 63%

3+ 86%

It is important to understand these behaviors

It is much easier and cost-effective to keep your donors on file than to acquire new donors

The old standards still hold true

» Recency, Frequency, and $ still drives a program» The downside of not managing these metrics closely can hurt a program through lost revenue and donors» Capitalizing on giving patterns can create new opportunities for your organization

New donors are out there

» We are not solely relying on a few donors who give frequently to fuel acquisition» Newly Acquired Younger donors may not be solicited as heavily as older donors who give frequently. Old assumptions on channel behavior may not hold true in all cases

• Analyze before assuming

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Applying Analytics

Our Approach

We utilize your organization’s unique giving history, enhance it with profile data, and apply proven statistical techniques

to create your custom modelsF

We then apply those models to identify likelihood and

capacity with pinpoint precisionF

Finally, we perform a detailed screening to uncover wealth, career, and philanthropic

connections and determined those most likely to be your best prospects for specificgifts.

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GEOGRAPHY OF PROSPECTS, DONORS, & MAJOR GIFT DONORS

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• Those likely to give a major gift to One80 Place are loyal donors who tend to increase their gift size over time.

• They are also likely to reside in areas where people are occupied in sales positions, indicating that they may have a higher income

• Additionally, we see that these individuals have higher valued real estate holdings and indicators of wealth

• Lastly based on matches in the (NOZA) database, we can see that these individuals are philanthropic in nature

MAJOR GIVING LIKELIHOOD

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• Your best prospects for an increase in giving are showing several wealth characteristics, they hold public assets and have high mortgage limits.

• Additionally, they are employed in professional, scientific, & technical services, all indicators of possibly higher income.

• Also, we see the Average Dollar Purchase variable appearing as positive, which is a great indicator of availability of disposable income.

• Lastly, as in the MGL, they are loyal, increasing, donors to One80 Place.

Target Gift Range Model

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Major Giving Results

Target Gift Range

Major Giving Likelihood Score

$1,001-$2,500

$2,501-$5,000

$5,001-$10,000

$10,001-$25,000

$25,001+

Excellent(MGL 901-1000)

165 139 84 42 23

Very Good (MGL 801-900)

89 49 15 9 2

Good (MGL 701-800)

44 17 11 5 1

• Individuals likely to make a major gift are designated as excellent, very good or good.

• Their major gift inclination and capacity score should be used to evaluate their relationship to your organization

• Target gift range category should be the basis for your initial ask amount and guide individual solicitation plans

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Summary Findings

Modeling Impact on Current Donor Pyramid:

Represents a 75% lift in known prospects

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Increase in Potential

• Approximate $2M lift in revenue from donors

• Additional $3.2M from non-donors

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Prospect Example

What you knew

• This individual is a regular donor to One80 Place

• His largest gift recorded is $500 and his latest donation was also $500

• Currently resides on Kiawah Island, in his mid 60’s

What you know now

New strategy

• This donor has a Major Giving Likelihood score of 993 and a Target Gift Range of $5,001-$10,000

• He is a “Rising Star” meaning that his most recent gift is larger on average than previous gifts

• WealthPoint Rating = E

• Echelon Score = 1

• What is your next step with this individual?

• Is he currently assigned or in active cultivation?

• What other research needs to be done moving forward?

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Shift to New Culture

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� Load all modeling scores into the Raiser’s Edge

� Set up key groups highlighted in this presentation

� Code mailing appeals and note ask amount on each prospect as well

� Assign each Major gift prospect in active cultivation a solicitor

� Pull quarterly reports that note change in gift amount and frequency for solicited individuals

Culture Change – Foundation

DATABASE

ADMINISTRATION

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Step One

• Major gift portfolios will be reviewed. Prospects with no contact in 12 months and a target gift range of less than $1,000 will be removed

• Major gift officers review removal list and can challenge prospects they would like to keep

• Major gift officers will receive 10-15 new major gift prospects. Criteria – major gift likelihood >=701 and target gift range >=$1,000

Culture Change – Step 2: Major Gifts

Step Two

• Major gift officers must complete wealth profile review of newly assigned prospects

• Discovery calls must be complete within 3 months of assignment

Step Three

• Major gift officers begin solicitation of qualified newly assigned prospects (3-4 total)

Step Four

• Development team continues new assignments to keep portfolios at roughly 50 prospects in “active” cultivation

MAJOR GIFT

◌ؐ٢Power On!

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Power On! – Post Project

One80 Place

Preparing a new, comprehensive campaign that blends the new brand, the new facility, and community interests

Building a next-level major gift program, stewardship plan, and volunteer leadership structure

Feeling more confident that we’re positioned well to engage the community

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Power On! – The Next 30 Years

Increasing involvement in the development program

All levels

Short-term planning

Long-term planning

Confidence!

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Summary / Q &A

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WELL DESIGNED AND EXECUTED ANALYTICS…

• Uncover supporter insights that aren’t easily derived from wealth screening alone

• Streamline the process of interacting day-to-day with supporters

• Direct our investment towards the constituents & initiatives which yield the highest ROI

• Produce results that far surpass past performance, in terms of revenue and efficiency

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Contact Information

Liza Turcotte, Director of Development

One80 Place

lturcotte@one80place.org

843-737-8380

Page Bullington, Director of Professional Services

Target Analytics

page.bullington@blackbaud.com

843-654-3996