How to Raise More Money with eTapestry

Newman Center – St. Thomas Aquinas Church At the University of Nebraska-Lincoln A Case Study

PRESENTED BY JUDE M. WERNER, MA

A Brief (108-Year) History

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The First Century1906

• Newman Club established at the University of Nebraska-Lincoln• Begins decades of serving Catholic college students as a collegiate club

1960• First Newman Center – St. Thomas Aquinas Church is built

• Consistent growth as a student parish1997

• Father Robert Matya is assigned as Newman Center’s Pastor• Visionary leader who sets a course for expansion

1998• FOCUS (Fellowship of Catholic University Students) joins UNL Newman Center

• Facilitate up to 100 weekly student Bible studies, with 700 participants2006

• Jude Werner is hired to established a Development Office• A minimal volunteer-led annual fund program existed previously

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The Modern (eTapestry) Era

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December, 2007 • eTapestry was purchased as the Newman Center’s development software

March, 2008• eTapestry goes live, ~72 hours before phone-a-thon

August, 2008• Fall student outreach is managed through eTapestry for the first time

October, 2009• Target Analytics wealth screening was completed by Blackbaud

March, 2010• Capital campaign feasibility study completed by an independent consulting firm• Our consultants suggest that $7 - $9 million is likely a successful campaign goal

July, 2010• Father Matya has a huge vision of what the UNL Newman Center could become• A strategic expansion plan was developed • Newman Center launches its first capital campaign in 104-year history• $25 Million ‘A Great Problem to Have’ Capital Campaign Goal!

How to Raise More Money with eTapestry

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I. A Great Problem to Have …Overview of Newman Center’s expansion project

II. Phone-A-Thon (with 72 hours to spare)eTapestry, a Powerful Tool to Grow Your Annual Fund Program

III. Donor Focused – Mission DrivenStudent Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life

IV. Trust, but Verify …Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign

V. Reach Out and Touch SomeoneBuilding a Dynamic Donor Communication Strategy with eTapestry

A Great Problem to Have …

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Too Many Students at Socials

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Phase I: Land Acquisition

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Phase II: Phi Kappa Theta Fraternity

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Phase III: Newman Center – St. Thomas Aquinas Church

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Phase IV: Pi Alpha Chi Sorority

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‘A Great Problem to Have’ Campaign

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Too many college students looking to grow in their faith …

‘A Great Problem to Have!’

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A Phone-A-Thon (with 72 hours to spare)Growing Your Annual Fund Program

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Phone-A-Thon, The Early YearsUNL Newman Center had a Volunteer-Led Phone-A-Thon for 10 Years

• As many as 10,000 individual call sheets were needed each year• Each was printed, recorded and manually coded into an Access spreadsheet• It was months before an official fundraising tally was available• The result: INEFFICIENT, NOT MOTIVATING and a STATIC FUNDRAISER• Averaged $24,000 annually in revenue (less opportunity costs)

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Phone-A-Thon, The Early Years

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$0.00

$5,000.00

$10,000.00

$15,000.00

$20,000.00

$25,000.00

$30,000.00

$35,000.00

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$45,000.00

1997-1998 1998-1999 1999-2000 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006

Newman Center's Phone-A-Thon

Phone-A-Thon – The Early Years

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Phone-A-Thon with eTapestryA Custom Web-Based Platform was Created for Phone-A-Thon

• During our initial eTapestry setup, phone-a-thon integration was a priority

What Our Student Volunteer Website Enables:• A student calling script• Specific donor information is populated into the script

• Donor salutations• Contact information• Time zone• Phone-a-thon gift history

• Students can update any fields (including phone and email addresses)• Phone-a-thon pledges are recorded • Credit and debit card are processed immediately• Instant updates on the phone-a-thon’s raised total after each call

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Phone-A-Thon Web-Based Platform

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Phone-A-Thon Web-Based Platform

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Phone-A-Thon Web-Based Platform

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Phone-A-Thon Web-Based Platform

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You Set the Goal

They Enthusiastically Help Raise It

2014 Phone-A-Thon Student Volunteers

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Phone-A-Thon with eTapestry• Phone-A-Thon with an eTapestry Boost – Year 1

• 2006 (last year of pre-historic PAT) = $21,818 raised• 2007 (first year with eTapestry) = $58,883 raised

• $37,065 increase over the year prior• 170% increase

• Phone-A-Thon with an eTapestry Boost – Year 2• 2007 (first year with eTapestry) = $58,883 raised• 2008 (second year with eTapestry) = $91,301 raised

• $32,418 increase over the year prior• 55% increase

• Phone-A-Thon 2006 vs. 2012• 2006 = $21,818 raised• 2012 = $123,839 raised

• $102,021 increase • 467% increase

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Phone-A-Thon with eTapestry

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$0.00

$20,000.00

$40,000.00

$60,000.00

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$120,000.00

$140,000.00

Newman Center's Phone-A-Thon

Phone-A-Thon with eTapestry

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Phone-A-Thon with eTapestry version 2.0New Phone-A-Thon Calling Center

• 50 MB (megabytes per second) fiber optic internet• No more slow DSL

• All VoIP (Voice over Internet Protocol) phones• No more used cell phones with bad reception

• 50 new all-in-one, touch screen computers• Potentially, no more manual dialing of phone numbers

Expected OutcomesHIGHLY EFFICIENTEXCITING FOR STUDENT VOLUNTEERS DRAMATIC GROWTH IN FUNDRAISING POTENTIAL

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Phone-A-Thon with eTapestry version 2.0

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$0.00

$50,000.00

$100,000.00

$150,000.00

$200,000.00

$250,000.00

Newman Center's Phone-A-Thon

Phone-A-Thon, The Early Years

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Phone-A-Thon with eTapestry.com

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Phone-A-Thon with eTapestry version 2.0

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Our Phone-A-Thon paid for eTapestry within the first 14 days!

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Donor Focused – Mission DrivenStrengthen Your Major Gift Asks

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Donor Focused – Mission Driven

What’s the Golden Rule of Fundraising?

“No. 1: The urgent need for your nonprofit is to know your donors as well as you possibly can.”

7 Golden Rules for Nonprofit Fundraising Success htp://www.entrepreneur.com

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Donor Focused – Mission DrivenKnow Thy Donors!

• Why are they interested in your organization?• What is their history of engagement? • What is it about your organization that is their personal hot-button?

Train Thy Donors to Give• Program engagement and building a habit of giving early on lays the foundation for

a life-time of giving later.

Can you answer the Nuclear Questions?• Before I write this check, has Johnny been involved at the Newman Center?• Susie says that she isn’t involved because no one has contacted her yet.• My grandson can’t stop talking about the wonderful FOCUS missionary whom he

meets with. What’s his name?

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2014 Student Parish Registration

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2014 Student Parish Registration

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2014 Student Parish RegistrationParish Registration Sunday

• During their first weekend on campus, students complete a parish registration card.• Student volunteers enter data into “Student” eTapestry accounts

• On average, 520 Mass registration cards are entered by Monday at noon• Data is collected under their “Persona” and “UDFs”• A series of 168 queries assembles the data• The data is then used to generate over 200 detailed reports

• Students are sorted by age, gender, interests and residence halls• These reports maximize our outreach efficiency and effectiveness during the critical

first week on campus and result in higher student engagement.

Additional Data Sources• New Student Enrollment during the summer• Student activity fair on campus• Referrals from parents, grandparents, schools and parish priests• Referrals from other organizations • A total of 1,883 student registrations were entered this year alone.

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2014 Student Parish Registration

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Train Thy Donors …Getting Started Early• Major-gift donors often have a history of giving to an

organization, with the size and impact of contributions steadily increasing.

• Why wait to start that process when they’re in the 40’s, 50’s or later?

• Once recorded in eTapestry, the Newman Center can begin to invite students to become small monthly donors.

• $16.67 per month is a typical first pledge= $1,000 over five years

• Over time, the size of the gifts steadily increase

A Major Impact• 195 students donors

= $1,293 average donation• $252,185 raised in capital campaign alone

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Know Thy (grown-up) Donors … Why are they interested in your organization?

• Let’s assume that you’re planning a first meeting with a great new prospect.• Wouldn’t it be helpful to know if they were an alum of your organization?• If so, what were they involved with, if anything? • What events did they attend?• What years were they involved and what was the organizational culture at the

time? • If negative, has your organization improved its culture since their

experience?• Was there a retreat or pilgrimage trip that they attended as a student? • Were they involved in a FOCUS Bible study? • Were they members of a Greek house?

• The oldest Phi Kappa Theta Fraternity Alumnus are only in the late 20’s• As alumni, the fraternity is a hot-button interest specific to them • We have already raised $150,275 from 62 former members

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Know Thy (grown-up) Donors …

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An Alumni Success Story

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Were They a “Success Story” of Your Organization?• For us, that is often a student who became increasingly involved with the Newman

Center and, consequently, grew spiritually and into a student leader.• Alumni who were deeply engaged as students make some of the best donors

today, especially if they can meet current students with similar interests as theirs.

The Nuclear QuestionseTapestry is Easily Accessible on Your Smart Phone

Can you Answer the Nuclear Questions?• Before I write this check, has Johnny been getting involved?• Susie says that she isn’t involved because no one has contacted her yet.• My grandson can’t stop talking about the wonderful FOCUS missionary whom he

meets with. What’s his name?

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The urgent need for your nonprofit is to KNOW YOUR DONORS as well as you possibly can … so start today!

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Trust, But Verify …Preparing for Your Capital Campaign

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By the Fall of 2009…• Father Matya’s vision to grow the our ministries was becoming a reality.

• Our Development Office had also been already rather successful.• We raised $2,018,558 in the first forty months.

• A strategic process began to develop our comprehensive expansion plan. • Acquisition of four parcels of land• Relocating two other existing businesses• Constructing four new buildings, totaling 100,000 square feet• Launching the Newman Center’s first-ever capital campaign

• “I have complete confidence that Jude can raise whatever amount of money we need.” – Father Matya

• His trust was flattering, but the responsibility was also daunting.• I had faith that God would bless our efforts if the project was His will. • However, I needed to verify that a capital campaign was even feasible.

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Newman Center, St. Thomas Aquinas Catholic Church

October 2009

Kate Lindsay BreckConsultant

Target Analytics™ Process

Constituent Data

WealthPoint

External Financial and Demographic Data Appended

File Preparation, Model Building, Extensive Testing

Application of Models to Constituents

Obtained 15,849 donors and non-donors from your organization’s database: Names, Addresses, Giving History, Other Characteristics

Appended Hundreds of Financial and Demographic Characteristics

Determine the Common Characteristics of Different Types and Levels of Donors

Scored Constituents based on how well they fit each model; added appended variables to matched constituents; returning all records

Top 1,500 records screened through WealthPoint for additional prospect research

Regular donor: a minimum of one gift in each of the past three yearsOccasional donor: one or two gifts in the past three yearsNon-donor: no gifts in the past three years; could be lapsed donor

Past Giver Type

Number of Prospects by State

Capital Campaign Contributions by State

Major Giving LikelihoodPredicts the likelihood to give at least $1,000/year

Major Gift Likelihood Score Distribution

Target Gift Range Score Distribution

OVERALL TGR (6,7)$1,001-$5,000

TGR (8)$5,001-$10,000

TGR (9)$10,001-$25,000

TGR (10,11,12)>$25,000

MGL >=851(Excellent) 1,428 334 72 29 19

MGL 701-850 (Very Good) 1,722 51 6 2 0MGL 551-700(Good) 2,066 9 1 0 0

Capacity - 12 months

Like

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dMGL & TGR Prospect Analysis Dashboard

Interesting Findings

• 75 millionaires

• 12 millionaires with more than $5 million in assets

• 164 Prospects with Hidden Wealth (Larkspur hits where assets < $1 Million)

• 90 Prospects with contributions of $10K+(political or charitable)

• 86 have given less than $10K in a single gift to you

Note: Of the prospects screened through WealthPoint

Interesting Findings

• 219 Company Officers (Owner, President, CEO, Chair, Chief)

• 8 Public Company Insiders

• 70 Prospects with property >= $1M• 9 have more than $5 million

• 66 Prospects hold property in a trust

Note: Of the prospects screened through WealthPoint

Statistical Potential Analysis – Target Gift Range

Gift Level in 12 Months Gift Total in Largest Giving Year

Target Gift Range Projection

$0 12,468

$1 - $49 2,004 4,663

$50 - $99 557 5,696

$100 - $249 453 2,630

$250 - $499 175 1,501

$500 - $999 88 834

$1,000 - $2,499 67 270

$2,500 - $4,999 17 126

$5,000 - $9,999 12 79

$10,000 + 8 50

The Target Gift Range is a capacity model that predicts a range of giving to your organization in a 12-month period

Statistical Potential Analysis – Low EndGift Level in 12 Months

Target Gift Range

Projection

3-Year Projection

5-Year Projection

$1 - $49 $ 4,663 $ 13,989 $ 23,315$50 - $99 $ 284,800 $ 854,400 $ 1,424,000$100 - $249 $ 263,000 $ 789,000 $ 1,315,000$250 - $499 $ 375,250 $ 1,125,750 $ 1,876,250$500 - $999 $ 417,000 $ 1,251,000 $ 2,085,000$1,000 - $2,499 $ 270,000 $ 810,000 $ 1,350,000$2,500 - $4,999 $ 315,000 $ 945,000 $ 1,575,000$5,000 - $9,999 $ 395,000 $ 1,185,000 $ 1,975,000$10,000 - $24,999 $ 310,000 $ 930,000 $ 1,550,000$25,000 + $ 550,000 $ 1,650,000 $ 2,750,000

TOTAL $ 3,184,713 $ 9,554,139 $ 15,923,565

Target Analytics Forecasted $15.9M in Capital Campaign Capacity

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Reach Out and Touch SomeoneBuilding a Dynamic Donor Communication Strategy with eTapestry

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eTapestry and Your Donor Communication PlanWhat do we all know about (or should) about donor communications?

• At least seven donor touches per year• Donors want to feel appreciated, included and informed.• Should be timely, engaging and provide an opportunity to give

Why not use eTapestry’s communications module?• E-Newsletters and emails can be timely• Target specific messages for specific account types or other demographics• Link your eCommerce page for an immediate donor response• Combine with your favorite social media for even more impact!

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Special Event Invites & Program UpdatesPrinted Invitations vs Emailed• Mail printed invitations to select donors• Email a digital invitation to everyone

• Saves printing and postage• Everyone feels included

• Even if they live across the country• A reminder for the select donors to RSVP

Keep Donors Informed and Involved• Tell donors about ministry events that

their students may be interested in• Invite donors to events they may want to

attend• Encourage donors to volunteer and pray

for upcoming events

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eTapestry and Your Donor Communication PlanSeasonal Solicitations• Supplement your annual fund solicitations and newsletters• A targeted and timely solicitation can be fun and successful

• Immediately prior to a major holiday• Finishing a last minute shopping list is easily with an honorary donation

• Dramatic market gains• Donating appreciated stocks has significant tax benefits

• Post-harvest season• Giving agricultural commodities is a tangible, easy donation with tax benefits

Major Donors You Didn’t Know You Had• Donors responded with major gifts we would never have solicited. We

simply didn’t know they had an interest or capacity.• Agricultural Commodities email = $2,500 gift in corn • Christmas Wish List email = $1,000 and $7,500 “Christmas Gifts”• Bell Blessing email = $1,500 and $45,000 gifts from out-of-state donors

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eTapestry and Your Donor Communication PlanExciting Contributions

• Raising $45,000 in response to our Bell Blessing invite email was really exciting• It’s affirming that your broader marketing and communication plan is working• Likely, it’s $45,000 that I would never have solicited

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eTapestry and Your Donor Communication PlanGame Changing Contributions

• After raising $13.5 million in the first three years of our capital campaign, we were preparing to break ground on the new Newman Center and church.

• A policy change put that into jeopardy.• Demolition was approved, but construction

was now to be completed in two stages, adding $1.4 million in construction costs.

• However, if another $1.3 million could be raised over a 45 day period, we could proceed with the entire project as planned.

• That’s where the collaborative power of eTapestry and Facebook comes in …

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Game Changing Contributions

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Game Changing Contributions

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Game Changing Contributions

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Game Changing Contributions

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Game Changing Contributions

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Game Changing ContributionsOne Gratifying Groundbreaking!

• After successfully raising the additional $1.3 million • Including $567,136 in 45 days

• Granted permission to build the St. Thomas Aquinas Church and Newman Center• A truly Historic moment for the UNL Newman Center

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Leveraging the power of eTapestry and Facebook, $567,123 was raised and $1.4 million saved (in 45 days)

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How to Raise More Money with eTapestry

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II. Phone-A-Thon (with 72 hours to spare)• eTapestry, a Powerful Tool to Grow Your Annual Fund Program

• $37,065 Increase over the year prior – 170% Increase• $32,418 Increase over the year prior – Another 55% Increase

III. Donor Focused – Mission Driven• Student Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life

• $252,185 raised in Capital Campaign from Current Students • $150,275 raised from 62 former Phi Kappa Theta Fraternity members

IV. Trust, but Verify …• Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign

• Target Analytics predicted we could raise $15,923,565+ over five years

V. Reach Out and Touch Someone• Building a Dynamic Donor Communication Strategy with eTapestry

• $55,500 raised using eTapestry emails and eCommerce• $567,136 raised through eTapestry and Facebook combined effort

Newman Center – St. Thomas Aquinas Church

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$18,452,180 raised in the first Four Years

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Map Totals as of 10/1/2014

$18,452,180 raised in the first Four Years

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Newman Center – St. Thomas Aquinas Church

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Making Dreams Come True

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eTapestry Helped to Make our Dreams a Reality …And It Can Help You Too!

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