ALUMNI/DONOR CENSUS

DEVELOPMENT IN-SERVICEOCTOBER 15, 2009

ALUMNI/DONOR CENSUS

FY ‘09 FUND RAISING SUCCESS FY ‘10 OPERATING PLAN INITIATIVES

Prospecting from the Census

ALUMNI/DONOR CENSUS

CENSUS RESPONDENTS ARE FUTURE DONORS TESTED WITH 1994 CENSUS RESPONDENTS

ACT OF RESPONDING POSITIVELY CORRELATES WITH FUTURE GIVING

30,000 HAVE NO CENSUS LEAD ASSIGNED

ALUMNI/DONOR CENSUS

2,146 prospects have been assigned 76% of assigned prospects are not on active PMATS Over 400 assigned prospects have been contacted

since Census assignment date (19%) 107 prospects have been added to PMATS Average lifetime giving of newly added PMATS

prospects = $40,000

Ways to Use Census Responses

Read on Advance Pull DPRs for prospecting; stewardship Learn about your constituency

To see the full census, look for Census 2008 in the Additional Information window on the Advance profile. Census 1994 and Census 2008.

How you are supported..

Go on Advance and read about your prospects and donors;

Discuss a DPR report with your Research colleague;

Be the census lead for promising suspects.

How to get assignment

Request census lead as you would a PMATS assignment or

Contact Wayne Camp, in the Prospect Management Office (ext.42384)

E-mail with screen shots will be sent this afternoon

Real life experiences

Major Gift DODs:

Jasmine Payne

Minda Harts

Census Project Results

Learned from summary data Prospecting from respondents Prospecting from extrapolated pool coming by

end of the year Focus groups

Out of all those who answered the question about the quality of their current interactions with UCLA, nearly as many said fair or poor as said excellent or good.

Quality of My Current Interactions with UCLA

15,432

13,145

0 4,000 8,000 12,000 16,000 20,000

Excellent/Good

Fair/Poor

Attitude Variations

The degree of satisfaction was in about the same proportion regardless of school, age, ethnicity…

Current Interaction Responses - Degree School

477

417

708

118

997

746

268

288

399

1,402

280

8,259

471

243

475

88

1,013

646

132

242

316

1,284

361

7,411

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Arts & Architecture

GSOM

GSEIS

Dentistry

HSSEAS

Law

Nursing

Public Affairs

Public Health

Anderson

TFT

UCLA College

Excellent/Good Fair/Poor

Current Interaction Responses - Age

853

346

828

1,859

2,665

2,757

3,102

3,022

630

245

731

1,579

2,276

2,401

2,694

2,589

0 500 1,000 1,500 2,000 2,500 3,000 3,500

Did not Answer

80s+

70s

60s

50s

40s

30s

20s

Excellent/Good Fair/Poor

Attitude Variations

Perhaps unfortunately, wealthier respondents were unhappy in the same proportion as less wealthy respondents.

We have identified anyone from this group worth $5M + who has a PMATS manager and we will be in touch.

Current Interaction Responses - Household Net Worth

121

163

391

3,361

3,997

4,493

2,906

86

136

348

2,619

3,419

3,943

2,594

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

$25,000,000+

$10,000,000 - $24,999,999

$5,000,000 - $9,999,999

$1,000,000 - $4,999,999

$250,000 - $999,999

Under $250,000

Did not Answer

Excellent/GoodFair/Poor

Attitude Variations

Not surprisingly, donors were more likely to be positive than non-donors, and alumni association members than lapsed or never members.

Current Interaction Responses - Lifetime Giving

4,983

6,427

2,948

860

176

28

2

8

6,207

5,151

1,539

216

29

3

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

0

$1-$999

$1K-$9.9K

$10K-$99K

$100K-$999K

$1M-$4.9M

$5M-$9.9M

$10M+

Excellent/Good Fair/Poor

Current Interaction Responses - Alumni Association Member Status

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Life Member

Annual Member

Lapsed Member

Never Member

Excellent/Good Fair/Poor

Attitude Variations

Where there were instructive patterns had to do with proximity and recency of interaction with UCLA

Current Interaction Responses - Home Region

257

2,360

337

140

1,920

570

1,458

1,292

987

1,284

2,156

779

1,634

407

2,601

364

182

2,043

511

1,207

1,175

740

893

1,515

400

805

0 500 1,000 1,500 2,000 2,500 3,000

International

Other Out of state

New York Region

Seattle Region

Northern California

San Diego

Orange County

Glendale/Pasadena/SGV

Downtown LA

South Bay

Ventura/SFV

North Bay

West Los Angeles

Excellent/GoodFair/Poor

Current Interaction Responses - Last Time you were on the UCLA Campus

8,259

2,525

1,726

2,170

4,080

2,625

2,269

3,502

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Within the year

1-2 years ago

3-5 years ago

More than 5 years ago

Excellent/Good Fair/Poor

Current Interaction Responses - Last time you attended an off-campus UCLA

event or activity (football game, reunion, regional reception, extension course)

5,609

1,977

1,433

3,618

2,202

1,646

1,554

5,049

0 1,000 2,000 3,000 4,000 5,000 6,000

Within the year

1-2 years ago

3-5 years ago

More than 5 years ago

Excellent/Good Fair/Poor

Attitude Variation

Interestingly, even among prospects who indicate strong likelihood of giving $50K+, there are those whose current relationship is rated fair/poor

Current Interaction Responses - Donate $50K in Lifetime

601

515

1,456

1,652

2,372

7,395

1,441

182

220

726

1,079

1,836

8,017

1,085

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Extremely Likely

Very Likely

Somewhat Likely

Somewhat unlikely

Very Unlikely

Extremely unlikely

Did not Answer

Excellent/Good Fair/Poor

Summary

Potential Focus Groups

To randomly select from these respondents* to ask targeted questions about the reasons for less positive responses

*Targeting Los Angeles area, Northern CA, Seattle and N.Y. *HH net worth $250k+, answered “fair/poor” and likely to

make $50k gift in lifetime Next step to follow up with respondents. In discussion

with University Comm. Results will be shared

Donors Find prospects among the respondents; Ask Research

and PMATs staffs for help Stay tuned for more prospects from the ‘extrapolated’ pool