playing the long game - agbplaying the long game. re-thinking fundraising from the top down. john...

Playing the Long GameRe-Thinking Fundraising from the Top Down

John MorrisSVP of Development,

Kansas State UniversityFoundation

Brent GrinnaFounder and CEO,

EverTrue

@brentgrinna brent.grinna@evertrue.com

@john_m_morris johnm@ksufoundation.org

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 brent.grinna@evertrue.com

@john_m_morris johnm@ksufoundation.org

Thank you!