beyond the low hanging fruit: applying affinity clues for prospect identification
DESCRIPTION
Marnie Noble Director of Development OSU College of Engineering June 19, 2013. Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification. THE CAMPAIGN FOR OSU. The Prospect Base. OSU 160k. Engineering 24k. Capacity 2,400. Affinity!. THE CAMPAIGN FOR OSU. - PowerPoint PPT PresentationTRANSCRIPT
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Beyond the Low Hanging Fruit: Applying Affinity Clues for
Prospect IdentificationMarnie NobleDirector of DevelopmentOSU College of EngineeringJune 19, 2013
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THE CAMPAIGN FOR OSU
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The Prospect Base
OSU 160k
Engineering 24k
Capacity 2,400
Affinity!
THE CAMPAIGN FOR OSU
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Affinity: Why does it matter?
• People who have affinity can be motivating to others
• More inclined to give back through time or money
THE CAMPAIGN FOR OSU
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Tools Developed at OSU
• Affinity Score – Measures Engagement or
Activity– Quantifiable
• Building Community Initiative Score– Measures Feelings or
Enthusiasm
THE CAMPAIGN FOR OSU
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Affinity Score• Builds single score comprised of a
multitude of data points around engagement
• Allows staff a real-time measure of an alum’s involvement with OSU
• Creates a powerful data segmentation to provide exceptional: – Discovery lists – Focus for Development Officer
portfolios – Annual Giving segmentation– Diagnostic and Evaluation Tool
THE CAMPAIGN FOR OSU
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Affinity Score
• Measures baseline traits
• Combined with activity to track growth
OSUAA 5
Giving 25
Commit-tees 20
Activities 25
Legacy 15
BHLS 10
Degrees 5
Student Activities 15
THE CAMPAIGN FOR OSU
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Calculating Affinity Score
A point system including:
• Alumni Association membership
• Giving
• Committee membership
• Activities
• Legacy (relatives who are alumni)
• Gift clubs
• Additional degrees
• Student activities/sports/awards
THE CAMPAIGN FOR OSU
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Calculating Affinity Score, cont.7
5–100Exceptionally Aligned
50-74: Very Aligned
25–49: Aligned
10–24: Engaged
1–9: Least Involved
THE CAMPAIGN FOR OSU
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Tools Developed at OSU
• Affinity Score – Measures Engagement or
Activity– Quantifiable or concrete
• Building Community Initiative Score– Measures Feelings or
Enthusiasm
THE CAMPAIGN FOR OSU
![Page 11: Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification](https://reader034.vdocuments.net/reader034/viewer/2022051821/56815a5e550346895dc7928f/html5/thumbnails/11.jpg)
Building Community Initiative (BCI)
• A product developed by OSU’s Close to the Customer group (C2C)
• Online survey that gauges how alumni and donors feel about an institution right now
• Assesses affinity in four areas THE CAMPAIGN FOR OSU
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BCI: Brand/Identity
“My college is highly respected in ways that matter to me.”
THE CAMPAIGN FOR OSU
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BCI: Education
“My degree prepared me well for my career.”
THE CAMPAIGN FOR OSU
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BCI: Peers
“I enjoy being with other alumni.”
THE CAMPAIGN FOR OSU
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BCI: Institution
“I have confidence in the leadership of my college.”
THE CAMPAIGN FOR OSU
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BCI: Results• 483 respondents reported that
OSU is included in their will.• 37.97% of all respondents
reported that they planned to make a gift to OSU in the next 12 months.
• When asked if OSU was a philanthropic priority, 727 strongly agreed while 1,061 strongly disagreed.
THE CAMPAIGN FOR OSU
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30's 40's 50's 60's 70's 80's 90's 00's 10's
0
5
10
15
20
25
30's
40's
50's
60's
70's
80's
90's
00's
10's
4.24.34.44.54.64.74.84.9
5
Series1
Avg. Affinity Score
Avg. BCI Score
2010's
2000's
1990's
1980's
1970's
1960's
1950's
1940's
1930's
0 200 400 600 800 1000 1200 1400 1600 1800
Data by graduation decade:
Number of Respondents
BCI: Results
THE CAMPAIGN FOR OSU
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Implementing BCI and Affinity Scores• Prioritizing contacts and visits
• Discovering people not previously identified
• Offers openings and context for discussions with donors– Example: estate planning
• Identifies potential issues with existing donors – Example: if a donor scores a 1, that is a
red flagTHE CAMPAIGN FOR OSU
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Questions?
For more on BCI:http://oregonstate.edu/bci
Marnie [email protected](541) 737-9328
THE CAMPAIGN FOR OSU