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Data Driven Major Giving:
How Analytics Can Move Your Prospects
from Indifferent to Invested
Agenda

      Data is the Foundation of Strategy
      Using Data to
       – Identify Major Gift Prospects
       – Optimize Major Gift Portfolios
       – Define Ask Amounts
      The Prospect Management Process
       – Commonly Measured Metrics and Suggested
         Benchmarks
       – Forecasting Major Giving Results Based On Pipeline
         Analysis
       – Reporting Results


wealthengine.com | Page 2
Data is the Foundation of
Strategy
What is Analytics?


                Analysis
                The process of breaking a complex topic or substance into
                smaller parts to gain a better understanding of it.



                Analytics
                The process of developing optimal or realistic decision
                recommendations based on insights derived through analysis



      Analytics + Analysis = Data Informed Decision Making


 4
wealthengine.com | Page 4
Data Leads to Actionable Insight


                                          Wisdom
                                          Evaluated understanding
                              Wisdom
                                          Knowledge
                                          Application of data and
                                          information; answers "how”
                            Knowledge     & “why” questions

                                          Information
                                          Data that are processed to
                            Information   be useful; provides answers
                                          to
                                          "who", "what", "where", and
                                          "when" questions

                               Data       Data
                                          Symbols




wealthengine.com | Page 5
All Strategy Derives from Organizational
Objectives and Goals

         Vision               Answer
                                         A world without hunger
                            “Why?”       Feed the hungry
        Mission              Questions

                                         Increase capacity to
    Objectives                Answer     transport excess food to
                            “What?”      those in need
                                         Increase major gift
          Goals              Questions   revenue by 20%



     Strategies               Answer     Invest in screening data

                            “How?”       Use data to optimize
                                         portfolios and ask
        Tactics              Questions   values




wealthengine.com | Page 6
Capacity and likelihood to
give data identify the best
major gift prospects…
Use Data to Optimize Portfolios by Finding
the Best Prospects

 Based on Capacity and
 Likelihood to Give (or
 Affinity), an entire
 constituency can be
 segmented for application
 of distinct strategies:



                                         Capacity
    For major gifts, constituents with
    high capacity and high affinity
    are shaded in green for
    immediate assignment and
    cultivation
    Constituents in shaded in blue are
    second tier prospects and should
    be engaged in high-touch
    cultivation at the annual giving
    level
                                                    Likelihood to Give


wealthengine.com | Page 8
Use Data to Optimize Portfolios by Finding
the Best Prospects

 Based on Capacity and
 Likelihood to Give (or
 Affinity), an entire                                2            2             47
 constituency can be
 segmented for application
 of distinct strategies:



                                         Capacity
    For major gifts, constituents with
    high capacity and high affinity
                                                     41          30            525
    are shaded in green for
    immediate assignment and
    cultivation
    Constituents in shaded in blue are
    second tier prospects and should
    be engaged in high-touch
                                                    3,626      2,397           8,328
    cultivation at the annual giving
    level
                                                          Likelihood to Give


wealthengine.com | Page 9
Data Appends (Wealth, Demographic and Lifestyle
Attributes) Allow Evaluation of All Constituents
                                                 Likelihood to Give

Capacity Range               Very Low    Low    Moderate         High      Very High    Total

$5M+                                                   1              3           2        6

$1M up to $5M                               2          1              19         23       45

$500K up to $1M                             7         11              50         39      107

$250K up to $500K                          34         19          301           135      489

$100K up to $250K                         139         60          905           358     1,462

$50K up to $100K                    6     490        469        2,155           774     3,894

$25K up to $50K                   186     795      1,037        1,288           761     4,067

$15K up to $25K                   132     464        498          607           365     2,066

Up to $15K                        127     278         67          216           146      834

Unrated                           525     484        266          466           287     2,028

Total                            976    2,693      2,429       6,010          2,890    14,998



wealthengine.com | Page 10
Quickly Identify the Best Prospects for Major
Gift Cultivation
                                                         Likelihood to Give

Capacity Range                  Very Low         Low    Moderate         High      Very High    Total

$5M+                                                              1           3           2        6
                             28 shaded green have high
$1M up to $5M                capacity, high likelihood to give
                                                     2            1           19         23       45

$500K up to $1M                                     7            11           50         39      107

$250K up to $500K                                  34            19       301           135      489

$100K up to $250K                                 139            60       905           358     1,462

$50K up to $100K                        6         490            469    2,155           774     3,894

$25K up to $50K                       186         795       1,037       1,288           761     4,067

$15K up to $25K                       132         464            498      607           365     2,066

Up to $15K                            127         278            67       216           146      834

Unrated                               525         484            266      466           287     2,028

Total                                976       2,693       2,429       6,010          2,890    14,998



wealthengine.com | Page 11
Identify Second Tier Prospects for High-Touch
Leadership Giving Program
                                                    Likelihood to Give

Capacity Range               Very Low       Low    Moderate         High      Very High    Total

$5M+                                                       1              3          2        6

$1M up to $5M                                  2           1             19         23       45

$500K up to $1M              544 shaded in blue 7 also
                                                are       11             50         39      107
                             good major gift candidates
$250K up to $500K                             34          19         301           135      489

$100K up to $250K                            139          60         905           358     1,462

$50K up to $100K                    6        490          469      2,155           774     3,894

$25K up to $50K                   186        795      1,037        1,288           761     4,067

$15K up to $25K                   132        464          498        607           365     2,066

Up to $15K                        127        278          67         216           146      834

Unrated                           525        484          266        466           287     2,028

Total                             976      2,693      2,429       6,010          2,890    14,998



wealthengine.com | Page 12
Portfolios are often selected based
on past giving history…
The Current Portfolios Under Management
have a Total Value of $46MM
                                                          Affinity Score
Capacity Range                Very Low         Low      Moderate           High   Very High           Total

$5M+                                                                              $7,983,010     $7,983,010

$1M up to $5M                     243 prospects are currently under management  $10,481,105     $10,481,105

$500K up to $1M
                                  (assigned to a gift officer or volunteer)      $4,120,173      $4,120,173
                                  These were selected based on total giving
$250K up to $500K                          $370,479       $341,000     $440,241  $6,786,036      $7,937,755
                                  Values in the cells are the sum of the capacity
$100K up to $250K                 of each individual who falls within the range $6,350,829
                                           $601,489       $332,565   $1,545,482                  $8,830,365

$50K up tp $100K                           $196,430     $243,806      $712,639    $3,133,520     $4,286,395

$25K up to $50K                $94,259     $289,513     $201,514      $583,946    $1,119,834     $2,289,066

$15K up to $25K                             $39,287      $24,468       $73,790     $134,884       $272,430

Up to $15K                     $40,226                                 $10,961      $36,692        $87,880

Unrated                           The
                               $27,383  total $15,889
                                               capacity of the prospects under
                                                                       $11,409      $9,571         $64,252

Total                              management is the total number in the lower
                              $161,868    $1,513,087   $1,143,353  $3,378,469 $40,155,653      $46,352,430
                                   right-hand corner ($46MM)


 wealthengine.com | Page 14
Potential soars when portfolios
are selected based on capacity
and likelihood to give ratings…
243 Optimal Prospects @$286MM
(Selected Based on Capacity and Likelihood Ratings)
                                                          Affinity Score

Capacity Range                 Very Low       Low     Moderate             High    Very High         Total

$5M+                                                                89,015,427    19,223,723   108,239,150

$1M up to $5M                                                       35,938,650    48,700,146    84,638,796

$500K up to $1M                                                     34,221,647    27,739,460    61,961,108

$250K up to $500K                                                                 30,862,459    30,862,459

$100K up to $250K

$50K up tp $100K

$25K up to $50K

$15K up to $25K

Up to $15K

Unrated                         Selecting the 243 optimal prospects yields $286MM
                                under management
Total                                                            159,175,725 126,525,788       285,701,513
                                This is 6 times the capacity under management

  wealthengine.com | Page 16
Strategy Grows Out of Analysis

      All else being equal, if 20 gifts close at 10% of capacity, this
      change in portfolio value would result in an additional $2MM
      ($2,351,452 vs. $381,501)
      To activate this potential, any high-likelihood, high-capacity
      prospects not under management by an individual staff or
      volunteer should be assigned
      Currently assigned prospects with lower capacity/likelihood scores
      should only be kept under management if they are close to or in
      the solicitation phase
      The second tier of prospects with high capacity and likelihood
      scores should be “fast-tracked” in high-touch annual
      giving/cultivation program


wealthengine.com | Page 17
Ask amounts are often based on
instinct, “gut” feelings, or the
comfort level of the solicitor…
Data including Capacity Estimates Allow
Analysis of Major Gift Solicitations


 Prospect
                    Average                     % of                                % of
Manager or                       AverageAsk                Average     % of Ask
                  Capacity of                 Capacity                            Capacity
Major Gift                        Amount                 Gift Amount   Received
                   Prospects                   Asked                              Received
  Officer


Jocelyn                $95,617      $24,286     25%          $10,242     42%        11%



Sarah                 $167,708      $24,167     14%          $16,667     69%        10%



Total                 $131,662      $24,226     18%          $13,455     56%        10%




wealthengine.com | Page 19
This Organization Receives on Average
Only 10% of Potential Gift Value


                      Average                   % of                                  % of
Prospect                         AverageAsk                    Average   % of Ask
                   Capacity of                Capacity                              Capacity
Manager                             Amount                Gift Amount    Received
                    Prospects                  Asked                                Received



Jocelyn                $95,617      $24,286     25%           $10,242      42%        11%


                                     Analysis shows gifts received are valued
Sarah                 $167,708      $24,167      14%           $16,667     69%        10%
                                     at approximately 10% of capacity


Total                 $131,662      $24,226     18%           $13,455      56%        10%




wealthengine.com | Page 20
Gift Officers May be Defaulting to the
Minimum Major Gift Level


                      Average                   % of                                 % of
Prospect                         AverageAsk                   Average   % of Ask
                   Capacity of                Capacity                             Capacity
Manager                             Amount               Gift Amount    Received
                    Prospects                  Asked                               Received



Jocelyn                $95,617      $24,286     25%          $10,242      42%        11%

                                                 With a minimum major gift amount of
Sarah                 $167,708      $24,167      $25K, it looks like prospect managers 10%
                                                14%           $16,667      69%         may
                                                 be satisfied asking for gifts of $25K

Total                 $131,662      $24,226     18%          $13,455      56%        10%




wealthengine.com | Page 21
With Gifts Closing at Just 56% of Asks, There
May be Money Left on the Table


                      Average                    % of                                 % of
Prospect                         AverageAsk                    Average   % of Ask
                   Capacity of                 Capacity                             Capacity
Manager                             Amount                Gift Amount    Received
                    Prospects                   Asked                               Received



Jocelyn                $95,617      $24,286      25%          $10,242      42%        11%



Sarah
                        On average, $24,167
                      $167,708
                                     they are     14%         $16,667      69%        10%
                        receiving gifts of $10K-$15K

Total                 $131,662      $24,226      18%          $13,455      56%        10%




wealthengine.com | Page 22
If 20 Gifts are Closed with Gifts Averaging 10% of
Capacity, the Organization will Realize $263,324


                      Average                   % of                                 % of
Prospect                         AverageAsk                   Average   % of Ask
                   Capacity of                Capacity                             Capacity
Manager                             Amount               Gift Amount    Received
                    Prospects                  Asked                               Received



Jocelyn                $95,617      $24,286     25%          $10,242      42%        11%

                                 $131,662 x 10% x 20 Gifts =
                                 $131,662 x 10% x 20 Gifts
Sarah                 $167,708   $263,324 14%
                                  $24,167                    $16,667      69%        10%



Total                 $131,662      $24,226     18%          $13,455      56%        10%




wealthengine.com | Page 23
If ask amounts are adjusted to
reflect capacity on an individual
basis, fundraising potential
increases…
Adjusting Average Ask Amount Up to 25% of
Capacity on Average Leads to Higher Asks


                    Average                     % of                                  % of
Prospect                         AverageAsk                   Average   % of Ask
                  Capacity of                 Capacity                              Capacity
Manager                           Amount                 Gift Amount    Received
                   Prospects                   Asked                                Received


Jocelyn                $95,617      $24,286     25%          $10,242      42%         11%

                                                              Sarah’s asks are adjusted from
                                                              14% to 25% of capacity,
Sarah                 $167,708      $41,927     25%          $28,929       69%         17%
                                                              resulting in an average ask of
                                                              $41,927
Total                 $131,662      $32,915     25%          $19,585      59%         15%




wealthengine.com | Page 25
Higher Asks Lead to Higher Closed Gift
Amounts


                    Average                     % of                                 % of
Prospect                         AverageAsk                   Average   % of Ask
                  Capacity of                 Capacity                             Capacity
Manager                           Amount                 Gift Amount    Received
                   Prospects                   Asked                               Received


Jocelyn                $95,617      $24,286     25%           $10,242     42%        11%



Sarah                 $167,708      $41,927     25%           $28,929     69%        17%
                                              This leads to a 17% of capacity
                                              average gift for Sarah and 15%
Total                 $131,662      $32,915
                                              overall
                                                25%            $19,585     59%       15%




wealthengine.com | Page 26
If 20 Gifts are Closed with Gifts Averaging 15% of
Capacity, the Organization will Realize $394,986


                    Average                     % of                                 % of
Prospect                         AverageAsk                   Average   % of Ask
                  Capacity of                 Capacity                             Capacity
Manager                           Amount                 Gift Amount    Received
                   Prospects                   Asked                               Received


Jocelyn                $95,617      $24,286     25%          $10,242      42%        11%

                                  $131,662 x 15% x 20 Gifts =
                                  $131,662 x 15% x 20 Gifts
Sarah                 $167,708    $394,986 25%
                                   $41,927                   $28,929      69%        17%



Total                 $131,662      $32,915     25%          $19,585      59%        15%




wealthengine.com | Page 27
Strategy Grows Out ofAnalysis

      All else being held constant, If 20 gifts close at 15% of capacity on
      average, this will result in $394,986 in revenue
      This represents an additional $131,662 in revenue over prior asks
      Ask amounts do not need to be a set and static percentage of
      capacity, but should be evaluated on an individual basis
      Questions to ask include:
        – Are we one of this prospect’s top three priorities?
        – Is this prospect enthusiastic about a particular project or program?
        – Do we have a funding need that meshes with this prospect’s interests?
        – What other current commitments do they have?
      If gift officers default to a low ask amount, consider training to
      boost confidence in the ratings and/or confidence in the process


wealthengine.com | Page 28
Realize Untapped Fundraising Potential

      By analyzing file capacity and modeling likelihood to give, this
      organization was able to increase capacity under management and
      (without closing more gifts) increase potential funds raised by
      $2MM
      By analyzing ask amounts in relation to capacity, this organization
      was able to identify a weakness in their major gift program and by
      encouraging each gift officer to ask for a minimum of 25% of
      capacity, increases fundraising potential by $131,662
      If this organization realizes even 10% of this potential $2.1MM gain,
      they will have realized a Return on Investment (ROI)of 740% based
      on a $25,000 investment in data and analytics


wealthengine.com | Page 29
Prospect
Management
The Management Process


       Plan                  Implement    Monitor           Adjust           Report
  Develop                    Deploy      Check Results     Make             Report
  Strategies                 Resources   Against           Adjustments to   Progress to
  Design Tactics                         Benchmarks        Plan / Tactics   Stakeholders
  Determine                              Monitor Metrics   Implement as
  Metrics &                                                needed
  Benchmarks
  Assign
  Resources




“Management is concerned with ensuring plans and strategies are
implemented, that progress is monitored, that corrective action is
taken when required and that results are reported and stakeholders
are kept informed.”


wealthengine.com | Page 31
Major Gift Maturation Process




 “It can take 18 to 24 or more months to cultivate and secure a major
 gift. Therefore, it is as important to measure and manage the
 activities that lead to major giving as to measure dollars in the door.”




wealthengine.com | Page 32
Evaluating Major Gift Activities

 Are your portfolio’s balanced?

                                               Stage of Prospect Development
  Prospect Manager           Discovery   Cultivation    Solicitation   Stewardship   Total

  Jocelyn                    27          56             33             36            152

  Sarah                      16          42             4              3             65

  Total                      43          98             37             39            217

  Percent in Stage           20%         45%            17%            18%           100%


 “Depending on your stage of campaign, seniority of gift officers, and
 age of major gift program, you may want to manage the prospect
 pipeline by emphasizing movement from cultivation into solicitation,
 or increased activity qualifying new prospects.”


wealthengine.com | Page 33
Common Major Gift Officer
Performance Metrics
 Number of
                             For Full-time MGO: 100-150
 Personal Visits

 Percentage of
                             50% to 75% depending on stages of portfolio
 Unique Visits

 Proposals
                             15 to 25, varies by wealth of portfolio
 Submitted

 Number of Gifts
                             5 to 20, roughly 30% to 60% of asks
 Closed

 Amount of Gifts
                             60% to 85% of “ask” or solicitation
 Closed

                             Provides incentive for teamwork and discourages hoarding and poaching of
 Assists                     prospects


 ROI                         Dollars raised/costs of fundraising (including salaries)



wealthengine.com | Page 34
Major Gift Metrics and Benchmarks

                                                        Standard Benchmarks*                                       Organization Benchmarks
                      Metric
                                                           Low        High                   Example             Your Historic     Your Goal
 Portfolio Size                                             100               200                     150
 % in Discovery                                             10%               30%                     18%
 % in Cultivation                                           30%               60%                     40%
 % in Solicitation                                          20%               30%                     25%
 % in Stewardship                                           10%               20%                     17%
 # of Solicitations per Year                                                                            38
 % of Solicitations Closing per Year                        33%               66%                     50%
 # of Solicitations Closing per Year                                                                    19
 Time to Close a Major Gift                             12 months         30 months
 % of Ask Received                                          60%               85%
 # of Research Rated Leads per Gift                               30
 # of Prospects in Discovery per Gift                               6
 # of Prospects in Cultivation per Gift                             3

*Benchmarks were obtained from a literature review and represent our best estimates from internal and external sources.

Percentages and values will vary by organization depending on maturity of program, stage of campaign, geographic region, wealth profile of constituency, level of
affinity of constituency and many other factors. Benchmarks should be used with caution, and it is always best to benchmark against your historic results


 wealthengine.com | Page 35
Forecasting Major Gift
Results with Pipeline
Analysis
Campaign Pipeline Report

   Gift    Number       Dollars   Cumulative     Cumulative     Cumulative   $ Value of    Pipeline   $ Value of     Future        Total
 Levels    of Gifts    Needed          Total          Total       Percent    Proposals    Expected    Proposals     Pipeline   Expected
           Needed     Per Level      Needed        Received      Received     Submitte        Yield     Planned    Expected     Pipeline
                                                                                      d      (40%)          (1-3       Yield
                                                                                                        months)       (20%)
$400,000      1        $400,000      $400,000       $500,000       25%               $0          $0           $0          $0          $0

$200,000      1        $200,000      $600,000       $700,000       35%               $0          $0           $0          $0          $0

$100,000      2        $200,000      $800,000       $800,000       40%         $200,000     $80,000           $0          $0     $80,000

 $50,000      3        $150,000      $950,000       $850,000       43%          $50,000     $20,000      $50,000     $10,000    $110,000

 $30,000      3         $90,000     $1,040,000      $910,000       46%          $30,000     $12,000      $30,000      $6,000    $128,000

 $20,000      10       $200,000     $1,240,000     $1,070,000      54%          $20,000      $8,000      $20,000      $4,000    $140,000

 $15,000      12       $180,000     $1,420,000     $1,160,000      58%          $45,000     $18,000      $15,000      $3,000    $161,000

 $10,000      15       $150,000     $1,570,000     $1,210,000      61%          $60,000     $24,000      $10,000      $2,000    $187,000

  $5,000      20       $100,000     $1,670,000     $1,230,000      62%          $20,000      $8,000      $30,000      $6,000    $201,000

  $3,000      30        $90,000     $1,760,000     $1,242,000      62%           $3,000      $1,200      $75,000     $15,000    $217,200

  $2,000      40        $80,000     $1,840,000     $1,274,000      64%          $12,000      $4,800      $36,000      $7,200    $229,200

  $1,000      50        $50,000     $1,890,000     $1,299,000      65%          $10,000      $4,000      $15,000      $3,000    $236,200

  Varies    Many       $110,000     $2,000,000     $1,333,000      67%               $0          $0      $76,000     $15,200    $251,400




  wealthengine.com | Page 37
Campaign Pipeline Report

   Gift    Number       Dollars   Cumulative     Cumulative     Cumulative   $ Value of    Pipeline   $ Value of     Future        Total
 Levels    of Gifts    Needed          Total          Total       Percent    Proposals    Expected    Proposals     Pipeline   Expected
           Needed     Per Level      Needed        Received      Received     Submitte        Yield     Planned    Expected     Pipeline
                                                                                      d      (40%)          (1-3       Yield
                                                                                                        months)       (20%)
$400,000      1        $400,000      $400,000       $500,000       25%               $0          $0           $0          $0          $0

$200,000      1        $200,000      $600,000       $700,000       35%               $0          $0           $0          $0          $0

$100,000      2        $200,000      $800,000       $800,000       40%         $200,000     $80,000           $0          $0     $80,000

 $50,000      3        $150,000      $950,000       $850,000       43%          $50,000     $20,000      $50,000     $10,000    $110,000

 $30,000      3         $90,000     $1,040,000      $910,000       46%          $30,000     $12,000      $30,000      $6,000    $128,000

 $20,000      10       $200,000     $1,240,000     $1,070,000      54%          $20,000      $8,000      $20,000      $4,000    $140,000

 $15,000      12       $180,000     $1,420,000     $1,160,000      58%          $45,000     $18,000      $15,000      $3,000    $161,000

 $10,000      15       $150,000     $1,570,000     $1,210,000      61%          $60,000     $24,000      $10,000      $2,000    $187,000

  $5,000      20       $100,000     $1,670,000     $1,230,000      62%          $20,000      $8,000      $30,000      $6,000    $201,000

  $3,000      30        $90,000     $1,760,000     $1,242,000      62%           $3,000      $1,200      $75,000     $15,000    $217,200

  $2,000      40        $80,000     $1,840,000     $1,274,000      64%          $12,000      $4,800      $36,000      $7,200    $229,200

  $1,000      50        $50,000     $1,890,000     $1,299,000      65%          $10,000      $4,000      $15,000      $3,000    $236,200

  Varies    Many       $110,000     $2,000,000     $1,333,000      67%               $0          $0      $76,000     $15,200    $251,400




  wealthengine.com | Page 38
Campaign Pipeline Report

   Gift    Number       Dollars   Cumulative     Cumulative     Cumulative   $ Value of    Pipeline   $ Value of     Future        Total
 Levels    of Gifts    Needed          Total          Total       Percent    Proposals    Expected    Proposals     Pipeline   Expected
           Needed     Per Level      Needed        Received      Received     Submitte        Yield     Planned    Expected     Pipeline
                                                                                      d      (40%)          (1-3       Yield
                                                                                                        months)       (20%)
$400,000      1        $400,000      $400,000       $500,000       25%               $0          $0           $0          $0          $0

$200,000      1        $200,000      $600,000       $700,000       35%               $0          $0           $0          $0          $0

$100,000      2        $200,000      $800,000       $800,000       40%         $200,000     $80,000           $0          $0     $80,000

 $50,000      3        $150,000      $950,000       $850,000       43%          $50,000     $20,000      $50,000     $10,000    $110,000

 $30,000      3         $90,000     $1,040,000      $910,000       46%          $30,000     $12,000      $30,000      $6,000    $128,000

 $20,000      10       $200,000     $1,240,000     $1,070,000      54%          $20,000      $8,000      $20,000      $4,000    $140,000

 $15,000      12       $180,000     $1,420,000     $1,160,000      58%          $45,000     $18,000      $15,000      $3,000    $161,000

 $10,000      15       $150,000     $1,570,000     $1,210,000      61%          $60,000     $24,000      $10,000      $2,000    $187,000

  $5,000      20       $100,000     $1,670,000     $1,230,000      62%          $20,000      $8,000      $30,000      $6,000    $201,000

  $3,000      30        $90,000     $1,760,000     $1,242,000      62%           $3,000      $1,200      $75,000     $15,000    $217,200

  $2,000      40        $80,000     $1,840,000     $1,274,000      64%          $12,000      $4,800      $36,000      $7,200    $229,200

  $1,000      50        $50,000     $1,890,000     $1,299,000      65%          $10,000      $4,000      $15,000      $3,000    $236,200

  Varies    Many       $110,000     $2,000,000     $1,333,000      67%               $0          $0      $76,000     $15,200    $251,400




  wealthengine.com | Page 39
Campaign Pipeline Analysis

$2,000,000

                                                         Goal
$1,800,000

$1,600,000                                               Pipeline + Receipts
$1,400,000
                                                         Receipts
$1,200,000

$1,000,000

 $800,000

 $600,000

 $400,000
                                                         Pipeline
 $200,000

       $0

                       Year One           Year Two       Year Three
                 Study & Planning Phase   Quiet Phase     Public Phase
                      9-12 Months         12-15 Months    6-12 Months


wealthengine.com | Page 40
Reporting Results For
Maximum Impact
Reporting for Maximum Impact




wealthengine.com | Page 42
Which Has More Impact?

If you are demonstrating a trend, use a graph

                                        % of donors renewing after 1st gift
                % of donors    16%
  Year        renewing after
                  1st gift     14%

                               12%
 2007                 14%
                               10%
 2008                 13%
                               8%
 2009                 11%
                               6%
 2010                 12%
                               4%
 2011                 10%
                               2%

                               0%
                                     2007       2008      2009      2010      2011

                                                         Year

wealthengine.com | Page 43
Which Has More Impact?

If you are demonstrating parts of a whole, use a pie chart

                                              Funding by Constituency
 Funding by Constituency                        0

Board                        17%                      17%
                                        25%
Volunteers                   20%
                                                                        Funding by Constituency
Members                      15%                                        Board
                                                                        Volunteers
Service Recipients           19%                                        Members
                                   4%                         20%       Service Recipients
                                                                        Event Particpants
Event Particpants            4%                                         Friends

Friends                      25%
                                        19%
                                                    15%



wealthengine.com | Page 44
Which Has More Impact?

If you are showing information in two dimensions, use a matrix


    Segments                 Number
                                                  1500 Annual             317 Major
Low                                                  Giving                  Gift
Affinity/Low                   2,500               Prospects              Prospects
Capacity                               Affinity
High
Affinity/Low                   1,500
Capacity
Low                                                                        962 High
Affinity/High                   962               2500 Do Not               Touch
                                                    Solicit               Cultivation
Capacity                                                                  Prospects
High
Affinity/High                   317
Capacity
                                                                Ability

wealthengine.com | Page 45
Which Has More Impact?

If you are showing information in time, use a timeline
     Average time from Identification to closed gift: 36 months
     Average number of face to face contacts: 6
     Average number of touch points (non-substantive contacts): 8


                     Touch Point                                   Touch Point                  Touch Point

                                                                                                                                                Meeting 5
                                                 Meeting 2
   Identification                                                                 Touch Point                 Touch Point                        Present
                                                Attend Event
                                                                                                                                                Proposal


                     2009                                                      2010                                                 2011
                Q1                Q2            Q3            Q4            Q1Q2 Q3 Q4              Q1            Q2           Q3          Q4


                                         Touch Point                 Touch Point                               Touch Point                      Meeting 6
                                                                                                                                                Gift Closed
                                                                                                 Meeting 3                   Meeting 4
                          Identification                                                            Meet                    Discuss Gift
                                                                                                 Leadership                   Option




   Key:             Avg # of touch points = 6          Avg face-to-face contacts = 6     Avg time to close a gift= 36 mos




wealthengine.com | Page 46
Presenting Information Visually

      When working in Excel™, take the next step to explore
      charts
      In PowerPoint™, use Smart Art options
      When explaining a process, use a flow chart
      When explaining a trend, use a graph
      When comparing categories, use a bar chart
      When explaining history, use a timeline
      When explaining progress in a project, use a Gantt
      Chart

 “How you present information can be as important as
 what you present.”

wealthengine.com | Page 47
WealthEngine Institute



Dedicated to                      Free Publications
research, education, and          Free Tools and Resources
networking for fundraising and    Original Research
research professionals            Free Webinars
                                  Free Roundtables
                                  Free Membership
Join WealthEngine Institute:
                                  Virtual Networking
wealthengine.com/institute

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wealthengine.com | Page 48
Contact Us




                             800.933.4446
                             www.wealthengine.com
                             info@wealthengine.com



    Tony Glowacki                                        Sally Boucher
    President & CEO                               Director of Research
    WealthEngine                                         WealthEngine
    glowacki@wealthengine.com              sboucher@wealthengine.com



wealthengine.com | Page 49

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Data Driven Major Giving

  • 1. Data Driven Major Giving: How Analytics Can Move Your Prospects from Indifferent to Invested
  • 2. Agenda Data is the Foundation of Strategy Using Data to – Identify Major Gift Prospects – Optimize Major Gift Portfolios – Define Ask Amounts The Prospect Management Process – Commonly Measured Metrics and Suggested Benchmarks – Forecasting Major Giving Results Based On Pipeline Analysis – Reporting Results wealthengine.com | Page 2
  • 3. Data is the Foundation of Strategy
  • 4. What is Analytics? Analysis The process of breaking a complex topic or substance into smaller parts to gain a better understanding of it. Analytics The process of developing optimal or realistic decision recommendations based on insights derived through analysis Analytics + Analysis = Data Informed Decision Making 4 wealthengine.com | Page 4
  • 5. Data Leads to Actionable Insight Wisdom Evaluated understanding Wisdom Knowledge Application of data and information; answers "how” Knowledge & “why” questions Information Data that are processed to Information be useful; provides answers to "who", "what", "where", and "when" questions Data Data Symbols wealthengine.com | Page 5
  • 6. All Strategy Derives from Organizational Objectives and Goals Vision Answer A world without hunger “Why?” Feed the hungry Mission Questions Increase capacity to Objectives Answer transport excess food to “What?” those in need Increase major gift Goals Questions revenue by 20% Strategies Answer Invest in screening data “How?” Use data to optimize portfolios and ask Tactics Questions values wealthengine.com | Page 6
  • 7. Capacity and likelihood to give data identify the best major gift prospects…
  • 8. Use Data to Optimize Portfolios by Finding the Best Prospects Based on Capacity and Likelihood to Give (or Affinity), an entire constituency can be segmented for application of distinct strategies: Capacity For major gifts, constituents with high capacity and high affinity are shaded in green for immediate assignment and cultivation Constituents in shaded in blue are second tier prospects and should be engaged in high-touch cultivation at the annual giving level Likelihood to Give wealthengine.com | Page 8
  • 9. Use Data to Optimize Portfolios by Finding the Best Prospects Based on Capacity and Likelihood to Give (or Affinity), an entire 2 2 47 constituency can be segmented for application of distinct strategies: Capacity For major gifts, constituents with high capacity and high affinity 41 30 525 are shaded in green for immediate assignment and cultivation Constituents in shaded in blue are second tier prospects and should be engaged in high-touch 3,626 2,397 8,328 cultivation at the annual giving level Likelihood to Give wealthengine.com | Page 9
  • 10. Data Appends (Wealth, Demographic and Lifestyle Attributes) Allow Evaluation of All Constituents Likelihood to Give Capacity Range Very Low Low Moderate High Very High Total $5M+ 1 3 2 6 $1M up to $5M 2 1 19 23 45 $500K up to $1M 7 11 50 39 107 $250K up to $500K 34 19 301 135 489 $100K up to $250K 139 60 905 358 1,462 $50K up to $100K 6 490 469 2,155 774 3,894 $25K up to $50K 186 795 1,037 1,288 761 4,067 $15K up to $25K 132 464 498 607 365 2,066 Up to $15K 127 278 67 216 146 834 Unrated 525 484 266 466 287 2,028 Total 976 2,693 2,429 6,010 2,890 14,998 wealthengine.com | Page 10
  • 11. Quickly Identify the Best Prospects for Major Gift Cultivation Likelihood to Give Capacity Range Very Low Low Moderate High Very High Total $5M+ 1 3 2 6 28 shaded green have high $1M up to $5M capacity, high likelihood to give 2 1 19 23 45 $500K up to $1M 7 11 50 39 107 $250K up to $500K 34 19 301 135 489 $100K up to $250K 139 60 905 358 1,462 $50K up to $100K 6 490 469 2,155 774 3,894 $25K up to $50K 186 795 1,037 1,288 761 4,067 $15K up to $25K 132 464 498 607 365 2,066 Up to $15K 127 278 67 216 146 834 Unrated 525 484 266 466 287 2,028 Total 976 2,693 2,429 6,010 2,890 14,998 wealthengine.com | Page 11
  • 12. Identify Second Tier Prospects for High-Touch Leadership Giving Program Likelihood to Give Capacity Range Very Low Low Moderate High Very High Total $5M+ 1 3 2 6 $1M up to $5M 2 1 19 23 45 $500K up to $1M 544 shaded in blue 7 also are 11 50 39 107 good major gift candidates $250K up to $500K 34 19 301 135 489 $100K up to $250K 139 60 905 358 1,462 $50K up to $100K 6 490 469 2,155 774 3,894 $25K up to $50K 186 795 1,037 1,288 761 4,067 $15K up to $25K 132 464 498 607 365 2,066 Up to $15K 127 278 67 216 146 834 Unrated 525 484 266 466 287 2,028 Total 976 2,693 2,429 6,010 2,890 14,998 wealthengine.com | Page 12
  • 13. Portfolios are often selected based on past giving history…
  • 14. The Current Portfolios Under Management have a Total Value of $46MM Affinity Score Capacity Range Very Low Low Moderate High Very High Total $5M+ $7,983,010 $7,983,010 $1M up to $5M 243 prospects are currently under management $10,481,105 $10,481,105 $500K up to $1M (assigned to a gift officer or volunteer) $4,120,173 $4,120,173 These were selected based on total giving $250K up to $500K $370,479 $341,000 $440,241 $6,786,036 $7,937,755 Values in the cells are the sum of the capacity $100K up to $250K of each individual who falls within the range $6,350,829 $601,489 $332,565 $1,545,482 $8,830,365 $50K up tp $100K $196,430 $243,806 $712,639 $3,133,520 $4,286,395 $25K up to $50K $94,259 $289,513 $201,514 $583,946 $1,119,834 $2,289,066 $15K up to $25K $39,287 $24,468 $73,790 $134,884 $272,430 Up to $15K $40,226 $10,961 $36,692 $87,880 Unrated The $27,383 total $15,889 capacity of the prospects under $11,409 $9,571 $64,252 Total management is the total number in the lower $161,868 $1,513,087 $1,143,353 $3,378,469 $40,155,653 $46,352,430 right-hand corner ($46MM) wealthengine.com | Page 14
  • 15. Potential soars when portfolios are selected based on capacity and likelihood to give ratings…
  • 16. 243 Optimal Prospects @$286MM (Selected Based on Capacity and Likelihood Ratings) Affinity Score Capacity Range Very Low Low Moderate High Very High Total $5M+ 89,015,427 19,223,723 108,239,150 $1M up to $5M 35,938,650 48,700,146 84,638,796 $500K up to $1M 34,221,647 27,739,460 61,961,108 $250K up to $500K 30,862,459 30,862,459 $100K up to $250K $50K up tp $100K $25K up to $50K $15K up to $25K Up to $15K Unrated Selecting the 243 optimal prospects yields $286MM under management Total 159,175,725 126,525,788 285,701,513 This is 6 times the capacity under management wealthengine.com | Page 16
  • 17. Strategy Grows Out of Analysis All else being equal, if 20 gifts close at 10% of capacity, this change in portfolio value would result in an additional $2MM ($2,351,452 vs. $381,501) To activate this potential, any high-likelihood, high-capacity prospects not under management by an individual staff or volunteer should be assigned Currently assigned prospects with lower capacity/likelihood scores should only be kept under management if they are close to or in the solicitation phase The second tier of prospects with high capacity and likelihood scores should be “fast-tracked” in high-touch annual giving/cultivation program wealthengine.com | Page 17
  • 18. Ask amounts are often based on instinct, “gut” feelings, or the comfort level of the solicitor…
  • 19. Data including Capacity Estimates Allow Analysis of Major Gift Solicitations Prospect Average % of % of Manager or AverageAsk Average % of Ask Capacity of Capacity Capacity Major Gift Amount Gift Amount Received Prospects Asked Received Officer Jocelyn $95,617 $24,286 25% $10,242 42% 11% Sarah $167,708 $24,167 14% $16,667 69% 10% Total $131,662 $24,226 18% $13,455 56% 10% wealthengine.com | Page 19
  • 20. This Organization Receives on Average Only 10% of Potential Gift Value Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% Analysis shows gifts received are valued Sarah $167,708 $24,167 14% $16,667 69% 10% at approximately 10% of capacity Total $131,662 $24,226 18% $13,455 56% 10% wealthengine.com | Page 20
  • 21. Gift Officers May be Defaulting to the Minimum Major Gift Level Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% With a minimum major gift amount of Sarah $167,708 $24,167 $25K, it looks like prospect managers 10% 14% $16,667 69% may be satisfied asking for gifts of $25K Total $131,662 $24,226 18% $13,455 56% 10% wealthengine.com | Page 21
  • 22. With Gifts Closing at Just 56% of Asks, There May be Money Left on the Table Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% Sarah On average, $24,167 $167,708 they are 14% $16,667 69% 10% receiving gifts of $10K-$15K Total $131,662 $24,226 18% $13,455 56% 10% wealthengine.com | Page 22
  • 23. If 20 Gifts are Closed with Gifts Averaging 10% of Capacity, the Organization will Realize $263,324 Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% $131,662 x 10% x 20 Gifts = $131,662 x 10% x 20 Gifts Sarah $167,708 $263,324 14% $24,167 $16,667 69% 10% Total $131,662 $24,226 18% $13,455 56% 10% wealthengine.com | Page 23
  • 24. If ask amounts are adjusted to reflect capacity on an individual basis, fundraising potential increases…
  • 25. Adjusting Average Ask Amount Up to 25% of Capacity on Average Leads to Higher Asks Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% Sarah’s asks are adjusted from 14% to 25% of capacity, Sarah $167,708 $41,927 25% $28,929 69% 17% resulting in an average ask of $41,927 Total $131,662 $32,915 25% $19,585 59% 15% wealthengine.com | Page 25
  • 26. Higher Asks Lead to Higher Closed Gift Amounts Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% Sarah $167,708 $41,927 25% $28,929 69% 17% This leads to a 17% of capacity average gift for Sarah and 15% Total $131,662 $32,915 overall 25% $19,585 59% 15% wealthengine.com | Page 26
  • 27. If 20 Gifts are Closed with Gifts Averaging 15% of Capacity, the Organization will Realize $394,986 Average % of % of Prospect AverageAsk Average % of Ask Capacity of Capacity Capacity Manager Amount Gift Amount Received Prospects Asked Received Jocelyn $95,617 $24,286 25% $10,242 42% 11% $131,662 x 15% x 20 Gifts = $131,662 x 15% x 20 Gifts Sarah $167,708 $394,986 25% $41,927 $28,929 69% 17% Total $131,662 $32,915 25% $19,585 59% 15% wealthengine.com | Page 27
  • 28. Strategy Grows Out ofAnalysis All else being held constant, If 20 gifts close at 15% of capacity on average, this will result in $394,986 in revenue This represents an additional $131,662 in revenue over prior asks Ask amounts do not need to be a set and static percentage of capacity, but should be evaluated on an individual basis Questions to ask include: – Are we one of this prospect’s top three priorities? – Is this prospect enthusiastic about a particular project or program? – Do we have a funding need that meshes with this prospect’s interests? – What other current commitments do they have? If gift officers default to a low ask amount, consider training to boost confidence in the ratings and/or confidence in the process wealthengine.com | Page 28
  • 29. Realize Untapped Fundraising Potential By analyzing file capacity and modeling likelihood to give, this organization was able to increase capacity under management and (without closing more gifts) increase potential funds raised by $2MM By analyzing ask amounts in relation to capacity, this organization was able to identify a weakness in their major gift program and by encouraging each gift officer to ask for a minimum of 25% of capacity, increases fundraising potential by $131,662 If this organization realizes even 10% of this potential $2.1MM gain, they will have realized a Return on Investment (ROI)of 740% based on a $25,000 investment in data and analytics wealthengine.com | Page 29
  • 31. The Management Process Plan Implement Monitor Adjust Report Develop Deploy Check Results Make Report Strategies Resources Against Adjustments to Progress to Design Tactics Benchmarks Plan / Tactics Stakeholders Determine Monitor Metrics Implement as Metrics & needed Benchmarks Assign Resources “Management is concerned with ensuring plans and strategies are implemented, that progress is monitored, that corrective action is taken when required and that results are reported and stakeholders are kept informed.” wealthengine.com | Page 31
  • 32. Major Gift Maturation Process “It can take 18 to 24 or more months to cultivate and secure a major gift. Therefore, it is as important to measure and manage the activities that lead to major giving as to measure dollars in the door.” wealthengine.com | Page 32
  • 33. Evaluating Major Gift Activities Are your portfolio’s balanced? Stage of Prospect Development Prospect Manager Discovery Cultivation Solicitation Stewardship Total Jocelyn 27 56 33 36 152 Sarah 16 42 4 3 65 Total 43 98 37 39 217 Percent in Stage 20% 45% 17% 18% 100% “Depending on your stage of campaign, seniority of gift officers, and age of major gift program, you may want to manage the prospect pipeline by emphasizing movement from cultivation into solicitation, or increased activity qualifying new prospects.” wealthengine.com | Page 33
  • 34. Common Major Gift Officer Performance Metrics Number of For Full-time MGO: 100-150 Personal Visits Percentage of 50% to 75% depending on stages of portfolio Unique Visits Proposals 15 to 25, varies by wealth of portfolio Submitted Number of Gifts 5 to 20, roughly 30% to 60% of asks Closed Amount of Gifts 60% to 85% of “ask” or solicitation Closed Provides incentive for teamwork and discourages hoarding and poaching of Assists prospects ROI Dollars raised/costs of fundraising (including salaries) wealthengine.com | Page 34
  • 35. Major Gift Metrics and Benchmarks Standard Benchmarks* Organization Benchmarks Metric Low High Example Your Historic Your Goal Portfolio Size 100 200 150 % in Discovery 10% 30% 18% % in Cultivation 30% 60% 40% % in Solicitation 20% 30% 25% % in Stewardship 10% 20% 17% # of Solicitations per Year 38 % of Solicitations Closing per Year 33% 66% 50% # of Solicitations Closing per Year 19 Time to Close a Major Gift 12 months 30 months % of Ask Received 60% 85% # of Research Rated Leads per Gift 30 # of Prospects in Discovery per Gift 6 # of Prospects in Cultivation per Gift 3 *Benchmarks were obtained from a literature review and represent our best estimates from internal and external sources. Percentages and values will vary by organization depending on maturity of program, stage of campaign, geographic region, wealth profile of constituency, level of affinity of constituency and many other factors. Benchmarks should be used with caution, and it is always best to benchmark against your historic results wealthengine.com | Page 35
  • 36. Forecasting Major Gift Results with Pipeline Analysis
  • 37. Campaign Pipeline Report Gift Number Dollars Cumulative Cumulative Cumulative $ Value of Pipeline $ Value of Future Total Levels of Gifts Needed Total Total Percent Proposals Expected Proposals Pipeline Expected Needed Per Level Needed Received Received Submitte Yield Planned Expected Pipeline d (40%) (1-3 Yield months) (20%) $400,000 1 $400,000 $400,000 $500,000 25% $0 $0 $0 $0 $0 $200,000 1 $200,000 $600,000 $700,000 35% $0 $0 $0 $0 $0 $100,000 2 $200,000 $800,000 $800,000 40% $200,000 $80,000 $0 $0 $80,000 $50,000 3 $150,000 $950,000 $850,000 43% $50,000 $20,000 $50,000 $10,000 $110,000 $30,000 3 $90,000 $1,040,000 $910,000 46% $30,000 $12,000 $30,000 $6,000 $128,000 $20,000 10 $200,000 $1,240,000 $1,070,000 54% $20,000 $8,000 $20,000 $4,000 $140,000 $15,000 12 $180,000 $1,420,000 $1,160,000 58% $45,000 $18,000 $15,000 $3,000 $161,000 $10,000 15 $150,000 $1,570,000 $1,210,000 61% $60,000 $24,000 $10,000 $2,000 $187,000 $5,000 20 $100,000 $1,670,000 $1,230,000 62% $20,000 $8,000 $30,000 $6,000 $201,000 $3,000 30 $90,000 $1,760,000 $1,242,000 62% $3,000 $1,200 $75,000 $15,000 $217,200 $2,000 40 $80,000 $1,840,000 $1,274,000 64% $12,000 $4,800 $36,000 $7,200 $229,200 $1,000 50 $50,000 $1,890,000 $1,299,000 65% $10,000 $4,000 $15,000 $3,000 $236,200 Varies Many $110,000 $2,000,000 $1,333,000 67% $0 $0 $76,000 $15,200 $251,400 wealthengine.com | Page 37
  • 38. Campaign Pipeline Report Gift Number Dollars Cumulative Cumulative Cumulative $ Value of Pipeline $ Value of Future Total Levels of Gifts Needed Total Total Percent Proposals Expected Proposals Pipeline Expected Needed Per Level Needed Received Received Submitte Yield Planned Expected Pipeline d (40%) (1-3 Yield months) (20%) $400,000 1 $400,000 $400,000 $500,000 25% $0 $0 $0 $0 $0 $200,000 1 $200,000 $600,000 $700,000 35% $0 $0 $0 $0 $0 $100,000 2 $200,000 $800,000 $800,000 40% $200,000 $80,000 $0 $0 $80,000 $50,000 3 $150,000 $950,000 $850,000 43% $50,000 $20,000 $50,000 $10,000 $110,000 $30,000 3 $90,000 $1,040,000 $910,000 46% $30,000 $12,000 $30,000 $6,000 $128,000 $20,000 10 $200,000 $1,240,000 $1,070,000 54% $20,000 $8,000 $20,000 $4,000 $140,000 $15,000 12 $180,000 $1,420,000 $1,160,000 58% $45,000 $18,000 $15,000 $3,000 $161,000 $10,000 15 $150,000 $1,570,000 $1,210,000 61% $60,000 $24,000 $10,000 $2,000 $187,000 $5,000 20 $100,000 $1,670,000 $1,230,000 62% $20,000 $8,000 $30,000 $6,000 $201,000 $3,000 30 $90,000 $1,760,000 $1,242,000 62% $3,000 $1,200 $75,000 $15,000 $217,200 $2,000 40 $80,000 $1,840,000 $1,274,000 64% $12,000 $4,800 $36,000 $7,200 $229,200 $1,000 50 $50,000 $1,890,000 $1,299,000 65% $10,000 $4,000 $15,000 $3,000 $236,200 Varies Many $110,000 $2,000,000 $1,333,000 67% $0 $0 $76,000 $15,200 $251,400 wealthengine.com | Page 38
  • 39. Campaign Pipeline Report Gift Number Dollars Cumulative Cumulative Cumulative $ Value of Pipeline $ Value of Future Total Levels of Gifts Needed Total Total Percent Proposals Expected Proposals Pipeline Expected Needed Per Level Needed Received Received Submitte Yield Planned Expected Pipeline d (40%) (1-3 Yield months) (20%) $400,000 1 $400,000 $400,000 $500,000 25% $0 $0 $0 $0 $0 $200,000 1 $200,000 $600,000 $700,000 35% $0 $0 $0 $0 $0 $100,000 2 $200,000 $800,000 $800,000 40% $200,000 $80,000 $0 $0 $80,000 $50,000 3 $150,000 $950,000 $850,000 43% $50,000 $20,000 $50,000 $10,000 $110,000 $30,000 3 $90,000 $1,040,000 $910,000 46% $30,000 $12,000 $30,000 $6,000 $128,000 $20,000 10 $200,000 $1,240,000 $1,070,000 54% $20,000 $8,000 $20,000 $4,000 $140,000 $15,000 12 $180,000 $1,420,000 $1,160,000 58% $45,000 $18,000 $15,000 $3,000 $161,000 $10,000 15 $150,000 $1,570,000 $1,210,000 61% $60,000 $24,000 $10,000 $2,000 $187,000 $5,000 20 $100,000 $1,670,000 $1,230,000 62% $20,000 $8,000 $30,000 $6,000 $201,000 $3,000 30 $90,000 $1,760,000 $1,242,000 62% $3,000 $1,200 $75,000 $15,000 $217,200 $2,000 40 $80,000 $1,840,000 $1,274,000 64% $12,000 $4,800 $36,000 $7,200 $229,200 $1,000 50 $50,000 $1,890,000 $1,299,000 65% $10,000 $4,000 $15,000 $3,000 $236,200 Varies Many $110,000 $2,000,000 $1,333,000 67% $0 $0 $76,000 $15,200 $251,400 wealthengine.com | Page 39
  • 40. Campaign Pipeline Analysis $2,000,000 Goal $1,800,000 $1,600,000 Pipeline + Receipts $1,400,000 Receipts $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Pipeline $200,000 $0 Year One Year Two Year Three Study & Planning Phase Quiet Phase Public Phase 9-12 Months 12-15 Months 6-12 Months wealthengine.com | Page 40
  • 42. Reporting for Maximum Impact wealthengine.com | Page 42
  • 43. Which Has More Impact? If you are demonstrating a trend, use a graph % of donors renewing after 1st gift % of donors 16% Year renewing after 1st gift 14% 12% 2007 14% 10% 2008 13% 8% 2009 11% 6% 2010 12% 4% 2011 10% 2% 0% 2007 2008 2009 2010 2011 Year wealthengine.com | Page 43
  • 44. Which Has More Impact? If you are demonstrating parts of a whole, use a pie chart Funding by Constituency Funding by Constituency 0 Board 17% 17% 25% Volunteers 20% Funding by Constituency Members 15% Board Volunteers Service Recipients 19% Members 4% 20% Service Recipients Event Particpants Event Particpants 4% Friends Friends 25% 19% 15% wealthengine.com | Page 44
  • 45. Which Has More Impact? If you are showing information in two dimensions, use a matrix Segments Number 1500 Annual 317 Major Low Giving Gift Affinity/Low 2,500 Prospects Prospects Capacity Affinity High Affinity/Low 1,500 Capacity Low 962 High Affinity/High 962 2500 Do Not Touch Solicit Cultivation Capacity Prospects High Affinity/High 317 Capacity Ability wealthengine.com | Page 45
  • 46. Which Has More Impact? If you are showing information in time, use a timeline Average time from Identification to closed gift: 36 months Average number of face to face contacts: 6 Average number of touch points (non-substantive contacts): 8 Touch Point Touch Point Touch Point Meeting 5 Meeting 2 Identification Touch Point Touch Point Present Attend Event Proposal 2009 2010 2011 Q1 Q2 Q3 Q4 Q1Q2 Q3 Q4 Q1 Q2 Q3 Q4 Touch Point Touch Point Touch Point Meeting 6 Gift Closed Meeting 3 Meeting 4 Identification Meet Discuss Gift Leadership Option Key: Avg # of touch points = 6 Avg face-to-face contacts = 6 Avg time to close a gift= 36 mos wealthengine.com | Page 46
  • 47. Presenting Information Visually When working in Excel™, take the next step to explore charts In PowerPoint™, use Smart Art options When explaining a process, use a flow chart When explaining a trend, use a graph When comparing categories, use a bar chart When explaining history, use a timeline When explaining progress in a project, use a Gantt Chart “How you present information can be as important as what you present.” wealthengine.com | Page 47
  • 48. WealthEngine Institute Dedicated to Free Publications research, education, and Free Tools and Resources networking for fundraising and Original Research research professionals Free Webinars Free Roundtables Free Membership Join WealthEngine Institute: Virtual Networking wealthengine.com/institute Contact WealthEngine Institute: Institute@WealthEngine.com wealthengine.com | Page 48
  • 49. Contact Us 800.933.4446 www.wealthengine.com info@wealthengine.com Tony Glowacki Sally Boucher President & CEO Director of Research WealthEngine WealthEngine glowacki@wealthengine.com sboucher@wealthengine.com wealthengine.com | Page 49

Editor's Notes

  1. As before, if they close 20 gifts at the current ratios, they will raise $263,000 for the major gift program.
  2. Now let’s see how capacity estimates can help guide gift officers and development managers towards higher, yet appropriate, ask amounts.