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Playing the Long GameRe-Thinking Fundraising from the Top Down
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John MorrisSVP of Development,
Kansas State UniversityFoundation
Brent GrinnaFounder and CEO,
EverTrue
@brentgrinna [email protected]
@john_m_morris [email protected]
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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
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#1Advancement Software
300+Higher Ed Partners
50Of the Top 100 US News & WorldReport Universities
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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:
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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
![Page 7: Playing the Long Game - AGBPlaying the Long Game. Re-Thinking Fundraising from the Top Down. John Morris. SVP of Development, Kansas State University ... Nestle USA. Greater St. Louis](https://reader033.vdocuments.net/reader033/viewer/2022042301/5ecc3ae1edc01a466e29fc35/html5/thumbnails/7.jpg)
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
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What Happens Next?
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(Nothing.)
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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
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What’s the Point of a Campaign?
Implement Metrics
Increase budget
Reorganize staff
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What’s the Point of a Campaign?
Students Faculty
Buildings Programs
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When are we not raising moneyfor these priorities?
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What if we changed theconversation?
That DrivesResults
Driving Philanthropy
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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
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The Era of Perpetual Campaigns
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8 OF 10colleges
are currentlyin campaign
Average campaign
will last
95 MO.
Median campaign
goal is
$1B
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The Results
HIGHESTtotals
in history
$43.6billion
in FY17
3.7%YOY
increase
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Let’s look closer...
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The Rich Get Richer, Everyone Loses
Top 3 institutions took 28.1%of all gifts
Total donors continue to drop
Source: Inside Philanthropy
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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
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Missing Prospects in Plain Sight
of high net-worth prospects gouncultivated
of those don’t ever make it intoa portfolio
80%
54%
Source: EAB
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Next Gen Wealth is Underrepresented
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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
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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
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If every past donoryou engagedon Facebook lastyear gave at theirprevious level...
300K+ constituents
$3.1 million more
Churn Problems
Source: EverTrue
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Big Gifts Take Decades to Acquire
%53of donbetweof givimakindonati
ors takeen 10-29 yearsng beforeg their largeston
Philanthropy Leadership Council, 2006
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Yet We Focus Exclusively on the TopTop 10% of donors
90% of focus
90% of constituents10% of focus
NOW
THE FUTURE
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Where are we in 2049?
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The perpetual, decade-long cycleneeds to evolve.
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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
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The world has changed.Fundraising has not.
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Movies 2004 Movies 2019
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Shopping in 2006 Shopping in 2019
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Transportation 2011 Transportation 2019
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Alumni & Parent Engagement
Annual Donors
Discovery
MG
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Today’s
SELF-EDUCATED BUYER
AWARENESS
INTEREST
CONSIDERATION
INTENT TO BUY
EVALUATION
BUY
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Sales Marketing
Development Alumni Relations
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Where’s the Giving Funnel?
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#FlipThePyramid
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The Giving Funnel
ENGAGE
QUALIFY
ASSIGN
SOLICIT
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Strategy People Technology
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The Giving Funnel in Action
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Give donors what they want
1. Outreach aligned with their interests
2. Quick demonstration of ROI
3. Multiple ways to participate
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K-State Family Scholarship Program
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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
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K-State Family Scholarship Program
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319,000constituents
27,000rated donors
3,880engaged
31$30k gifts
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All-in for K-State
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All-in for K-State
$500K in 1 dayto serve theapprox. 40% ofstudents whoexperience foodinsecurity.
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Dual Funnels: Major and Annual Gifts319,000
constituents
155,000followers
5,000donors
$250k
319,000constituents
27,000rated donors
3,880engaged
??$250k
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This is data-driven,investor-centric fundraising.
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50k annual donors
280k people
9k rated
2k managed
75 household
Communications &Alumni Relations
Strategic Solicitations
University-wide
Major Gift
Principal
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Engagement by Design Committee
● Marketing / Communications
● Prospect Research
● Strategic Solicitations (Annual Giving)
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What’s your Family Scholarship/Cats’ Cupboard?
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Institute forSustainable
Energy
Aviation Campaign
Ohiowomen
Spirit Impact
Rural FuturesInstitute
Future-Thinking Organizations
Gen-1 House
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What Happens Next?
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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
![Page 59: Playing the Long Game - AGBPlaying the Long Game. Re-Thinking Fundraising from the Top Down. John Morris. SVP of Development, Kansas State University ... Nestle USA. Greater St. Louis](https://reader033.vdocuments.net/reader033/viewer/2022042301/5ecc3ae1edc01a466e29fc35/html5/thumbnails/59.jpg)
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
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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
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What Happens Next?
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Q&A
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John MorrisSVP of Development,
Kansas State UniversityFoundation
Brent GrinnaFounder and CEO,
EverTrue
@brentgrinna [email protected]
@john_m_morris [email protected]
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Thank you!