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Playing the Long Game Re-Thinking Fundraising from the Top Down
Playing the Long GameRe-Thinking Fundraising from the Top Down
John MorrisSVP of Development,
Kansas State UniversityFoundation
Brent GrinnaFounder and CEO,
EverTrue
@brentgrinna [email protected]
@john_m_morris [email protected]
45k donors annually
$14MAnnual Giving
$1B campaign goal hit early,extended to $1.4B by 2020.
Shifting to short-term,interest-driven fundraising
$174.2Moverall FY18
#1Advancement Software
300+Higher Ed Partners
50Of the Top 100 US News & WorldReport Universities
1.The campaign landscape
2. Making the case for sprints
3.The K-State Family Scholarship
4.
5. Q & A
Rethinking the campaign of tomorrow
Today, we’ll cover:
Brown U. FootballU July 24, 2018 •l
Brown football community: " like" this photo if you've benefitted from alumnimentorship during your career. Comment to share an example and/or tag amentor who's helped you along the way!
0 r h, E i
Greater Boston Area
224 shared connect ions
Mike Malan • 1stCorporate Finance ProfessionalGreater New York City Area
132 shared connections
Darren Carmon • 1stMBA Candidate 2019 I Vice President
Eric Hunt • 1stAssociate Brand Manager, Nestle USAGreater St. Louis Area
150 shared connect ions
Kyle Newhall-Caballero • 1stPlayer Personnel at Oakland RaidersPhoenix, Arizona Area
10 4 shared connect ions
What Happens Next?
(Nothing.)
A Capital Campaign Timeline
OCT 2015Innovation &Inspirationpublic launch
APR 2016John arrivesat KSUF
MARCH 2017$1B goal met,campaignextended by 40%
2019New $1.4Bgoal met(projected)
2020Campaign closes… what’s next?
FEB 2015CEO GregWillemsarrives
NOV 2016New UniversityPresident
What’s the Point of a Campaign?
Implement Metrics
Increase budget
Reorganize staff
What’s the Point of a Campaign?
Students Faculty
Buildings Programs
When are we not raising moneyfor these priorities?
What if we changed theconversation?
That DrivesResults
Driving Philanthropy
The Investor/Donor gives withher heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve helped solve a problem
The Era of Perpetual Campaigns
8 OF 10colleges
are currentlyin campaign
Average campaign
will last
95 MO.
Median campaign
goal is
$1B
The Results
HIGHESTtotals
in history
$43.6billion
in FY17
3.7%YOY
increase
Let’s look closer...
The Rich Get Richer, Everyone Loses
Top 3 institutions took 28.1%of all gifts
Total donors continue to drop
Source: Inside Philanthropy
Over-Reliance on the Top
On average, the top 36 donorscontribute 63% of annual fundraisingrevenue. So who’s “on deck?”
The average gift from biggest donorsdropped 22%
Source: EAB
Missing Prospects in Plain Sight
of high net-worth prospects gouncultivated
of those don’t ever make it intoa portfolio
80%
54%
Source: EAB
Next Gen Wealth is Underrepresented
Here’s What Future Donors Look Like
45%of Americanmillionairesare women
39%of first-time
enrollments arestudents of color
By 2045,the US will
become“minority white.”
Source: EAB & Brookings Institute
Alumni participation hasdropped by over 32% since2005.
94% of gifts come from the top10% of donors… at the expense of our future pipeline of majordonors. $
Donor Acquisition Challenges
If every past donoryou engagedon Facebook lastyear gave at theirprevious level...
300K+ constituents
$3.1 million more
Churn Problems
Source: EverTrue
Big Gifts Take Decades to Acquire
%53of donbetweof givimakindonati
ors takeen 10-29 yearsng beforeg their largeston
Philanthropy Leadership Council, 2006
Yet We Focus Exclusively on the TopTop 10% of donors
90% of focus
90% of constituents10% of focus
NOW
THE FUTURE
Where are we in 2049?
The perpetual, decade-long cycleneeds to evolve.
The Investor/Donor gives withher heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve helped solve a problem
The world has changed.Fundraising has not.
Movies 2004 Movies 2019
Shopping in 2006 Shopping in 2019
Transportation 2011 Transportation 2019
Alumni & Parent Engagement
Annual Donors
Discovery
MG
Today’s
SELF-EDUCATED BUYER
AWARENESS
INTEREST
CONSIDERATION
INTENT TO BUY
EVALUATION
BUY
Sales Marketing
Development Alumni Relations
Where’s the Giving Funnel?
#FlipThePyramid
The Giving Funnel
ENGAGE
QUALIFY
ASSIGN
SOLICIT
Strategy People Technology
The Giving Funnel in Action
Give donors what they want
1. Outreach aligned with their interests
2. Quick demonstration of ROI
3. Multiple ways to participate
K-State Family Scholarship Program
The Ripple EffectSummer 2017 ● $650 begins the ripple effect
● 24 new scholarships created
Fall 2017 ● Two families put up $1M each in matching money● 61 new scholarships created
Summer 2018 ● $5.5M in new scholarships● $170k immediately available to 85 students● 85 new major donors
Fall 2018 ● Previous donor again offers a $1M match (30 more matches)● Two more major donors come in with $500k gifts (30 more matches)● Additional $2M and 60 matches available
Spring 2019 ● 145 scholarships created with $290k immediately available● Collective giving increases from >$500k to $4.8M● $9.5M in new, endowed scholarships available in perpetuity
K-State Family Scholarship Program
319,000constituents
27,000rated donors
3,880engaged
31$30k gifts
All-in for K-State
All-in for K-State
$500K in 1 dayto serve theapprox. 40% ofstudents whoexperience foodinsecurity.
Dual Funnels: Major and Annual Gifts319,000
constituents
155,000followers
5,000donors
$250k
319,000constituents
27,000rated donors
3,880engaged
??$250k
This is data-driven,investor-centric fundraising.
50k annual donors
280k people
9k rated
2k managed
75 household
Communications &Alumni Relations
Strategic Solicitations
University-wide
Major Gift
Principal
Engagement by Design Committee
● Marketing / Communications
● Prospect Research
● Strategic Solicitations (Annual Giving)
What’s your Family Scholarship/Cats’ Cupboard?
Institute forSustainable
Energy
Aviation Campaign
Ohiowomen
Spirit Impact
Rural FuturesInstitute
Future-Thinking Organizations
Gen-1 House
What Happens Next?
Brown U. FootballU July 24, 2018 •l
Brown football community: " like" this photo if you've benefitted from alumnimentorship during your career. Comment to share an example and/or tag amentor who's helped you along the way!
0 r h, E i
Greater Boston Area
224 shared connect ions
Mike Malan • 1stCorporate Finance ProfessionalGreater New York City Area
132 shared connections
Darren Carmon • 1stMBA Candidate 2019 I Vice President
Eric Hunt • 1stAssociate Brand Manager, Nestle USAGreater St. Louis Area
150 shared connect ions
Kyle Newhall-Caballero • 1stPlayer Personnel at Oakland RaidersPhoenix, Arizona Area
10 4 shared connect ions
The Brown Football Giving Funnel
~2,500football alumni
~1,500saw mentoring content
66responded to CTA
?new mentors, new donors, renewed donors, new major gift prospects
What Happens Next?
Q&A
John MorrisSVP of Development,
Kansas State UniversityFoundation
Brent GrinnaFounder and CEO,
EverTrue
@brentgrinna [email protected]
@john_m_morris [email protected]
Thank you!
