BENCHMARKING FOR EFFECTIVE

ADVANCEMENT STRATEGIES

Facilitated by:

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Brian KishSr. Vice President, University of Arizona Foundation&Consultant,Campbell & Company

• Insights from the Index of Higher Education Fundraising Performance- Overall Giving- Retention- Reactivation- Acquisition

• Benchmarking for your own institution

AGENDA

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• Benchmarking for your own institution

• Index is published annually – reviews past three fiscal years• 60 public and 51 private institutions• Actual donor transactions, not survey responses• Cash payment basis, not pledges

- (Gift of $1-49,999)

• Does not include:- Soft credits

HIGHER EDUCATION INDEX METHODOLOGY

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- Soft credits- Matching gift payments

PART IC IPAT ING P UBL IC INS T IT UT IONS• Arizona State University• Bowling Green State University• Carleton University• Clemson University• College of Charleston• The College of William and Mary• Colorado School of Mines• Colorado State University• Dalhousie University• Darden School of Business at

UVA• Indiana University Foundation

• The Pennsylvania State University

• Queen's University• Richard Ivey School of Business,

Western University• Rutgers University Foundation• Ryerson University• SAIT Polytechnic• St. Cloud State University• University of Arizona• University of California, Berkeley

Haas School of Business

• University of Michigan• University of New Orleans• University of North Carolina –

Chapel Hill• University of North Carolina -

Greensboro• University of North Carolina-

Wilmington• University of Oklahoma• University of Oregon• University of Saskatchewan• University of South Dakota

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• Indiana University Foundation• Iowa State University Foundation• James Madison University• Kent State University• McMaster University• Michigan State University• Morehead State University• North Carolina State University• Northern Illinois University• Ohio University• The Ohio State University• Oklahoma State University• Oregon State University

Haas School of Business• UCLA Anderson School of

Management• University of California, Santa

Barbara• University of California, Santa

Cruz• University of Delaware• University of Georgia• University of Guelph • University of Houston• University of Kentucky• University of Maryland

• University of South Dakota• University of South Florida• University of Texas at Austin• University of Toronto• University of Virginia• University of Waterloo • University of Wisconsin• Virginia Commonwealth

University• Western University• The Wharton School of the

University of Pennsylvania• York University

PART IC IPAT ING P RIVAT E INS T IT UT IONS• Allegheny College• Boston University• Brandeis University• Polytechnic Institute of NYU• Carroll College• Carnegie Mellon University -

Tepper School of Business• College of Saint Benedict• Columbia University• Cornell University

• Johns Hopkins University• Loyola University Chicago• Loyola University New Orleans• Luther Seminary• Marquette University• Massachusetts Institute of

Technology• Mount Saint Mary's College• University of Notre Dame• Northwestern University

• Union College• University of Chicago• University of Miami• University of Richmond• University of San Diego• Wake Forest University• Wofford College• Yale Law School• Yale School of Management

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• Cornell University• Creighton University• Dartmouth College• Dartmouth Medical School• Emmanuel College• Emerson College• Emory University• Gardner Webb University• Gettysburg College• Gustavus Adolphus College• Hartwick College• Harvard Medical School• Ithaca College

• Northwestern University• New York University• Rice University• Rockhurst University• Rensselaer Polytechnic Institute• Salve Regina University • Sarah Lawrence College• St. Louis University• Smith College• Southern Methodist University• St. Norbert College• Syracuse University• Texas Christian University

MEDIAN DONOR PARTICIPATION RATES

26% 25%

2009 2010 2011

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9% 11%

8%

11%

19%

7%

10%

Private Public Overall

OTHER PARTICIPATION TRENDS

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CAE Alumni Participation Reports:11.7% in 200710% in 2009

9.85% in 2010

NEW + REACTIVATED DIVIDED BY ATTRITION RATE =

OVERALL PROGRAM HEALTH

15%

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62% donor retention

38% attrition rate

• Classes of 2000-2009- FY11: 3%- Lifetime: 16%

• Classes of 1990-1999- FY11: 4%- Lifetime: 29%

LIFETIME PARTICIPATION (PUBLIC SCHOOL GROUP)

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- Lifetime: 29%

• Classes of 1980-1989- FY11: 6%- Lifetime: 46%

• Classes of 1970-1979- FY11: 8%- Lifetime: 54%

MEDIAN CHANGE IN DONOR COUNTS

2009 2010 2011

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-4.7%-6.0% -5.7%

0.5%

-1.9%-0.5%

0.1%

-2.6%-1.0%

Private Public Overall

MEDIAN CHANGE IN REVENUE

4.4%6.9% 6.1%

2009 2010 2011

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-13.0% -12.8% -12.8%

4.7%6.3%

5.3%4.4%

6.9%

Private Public Overall

MEDIAN REVENUE PER DONOR

2009 2010 2011

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$359

$246 $269 $314

$274 $292

$387

$271 $295

Private Public Overall

Median Revenue Gained from New Donors:$135,721

Median Revenue Gained from Reactivated Donors:$522,130

Median Revenue Lost from Attrition:

CLOSER LOOK AT REVENUE (PUBLIC SCHOOLS GROUP)

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Median Revenue Lost from Attrition:$687,782

Median Revenue Gained from Upgrades of Retained Donors:$907,680

Median Revenue Lost from Downgrades of Retained Donors:$655,331

RETENTION

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MEDIAN DONOR RETENTION RATES

2009 2010 2011

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65%

55%59%66%

58%61%

67% 58%62%

Private Public Overall

MEDIAN CHANGE IN RETAINED DONOR REVENUE

8.8%6.8%

2009 2010 2011

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-11.4% -11.5% -11.5%

4.5% 5.0% 4.9%5.3%

6.8%

Private Public Overall

2009 2010 2011

MEDIAN MULTI-YEAR DONOR RETENTION RATES

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67% 59% 64%70%62%

66%

71%

62%66%

Private Public Overall

MEDIAN NEW DONOR RETENTION RATE

2009 2010 2011

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30% 24%26%27% 25% 27%

30% 27% 27%

Private Public Overall

FACTORS IM PACT ING RE T E NT ION ( P U B L I C S C H O O L G R O U P )

• Loyalty:- New: 26%- Reactivated: 42%- 2 yrs: 56%- 3-4 yrs: 70%- 5+ yrs: 83%

• Size of Gift:- $1-24: 36%- $25-49: 48%- $50-99: 55%- $100-249: 62%- $250-499: 71%

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- 5+ yrs: 83%

• Gift Frequency- 1 Gift: 50%- 2 Gifts: 73%- 3+ Gifts: 87%

- $250-499: 71%- $500-999: 76%- $1,000-1,499: 78%- $1,500-2,499: 80%

REACTIVATION

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MEDIAN DONOR REACTIVATION RATES (1-5 YEARS LAPSED)

2009 2010 2011

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18%

14%16%18%

14%

16%17%

13% 15%

Private Public Overall

MEDIAN CHANGE IN REACTIVATED DONOR REVENUE

10.3%

17.1% 14.6%

2009 2010 2011

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-11.7%

-17.5% -15.6%

-6.3% -4.5% -5.7%

Private Public Overall

• Length of time lapsed- 1 year lapsed: 22%- 2 years lapsed: 13%- 3-5 years lapsed: 6%- 6+ years lapsed: 2%

FACTORS IMPACTING REACTIVATION (PUBLIC SCHOOL GROUP)

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• Loyalty prior to lapsing- 1 year: 6%- Reactivated: 11%- 2yrs cons.: 14%- 3-4yrs cons.: 17%- 5+yrs cons.: 23%

ACQUIS IT ION

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ACQUIS IT ION

MEDIAN CHANGE IN NEW DONORS

0.0%

2009 2010 2011

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-0.6%

-9.2%

-3.5%

0.0%

-4.4%

-1.9%

-3.9%

-0.4%

-2.1%

Private Public Overall

• Median Revenue per New Donor- $108

• Median Revenue per New Donor: Reunion vs. Non-Reunion- Reunion: $109- Non-Reunion: $106

MORE NEW DONOR BENCHMARKS (PUBLIC SCHOOL GROUP)

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- Non-Reunion: $106

• By Source- 13% Mail- 51% Phone- 7% Web

BE NCHM ARKING F OR Y OUR INS T IT UT ION

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BE NCHM ARKING F OR Y OUR INS T IT UT ION

Benchmarking helps institutions:• Identify strengths and weaknesses• Consider new methods, ideas and tools to improve effectiveness• Crack through resistance to change • Set higher standards• Accelerate learning• Make better decisions

BENEFITS OF BENCHMARKING

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• Make better decisions• Improve allocation of scarce resources • Justify fundraising investments • Demonstrate efficiency to stakeholders/donors• Preserve institutional memory through staff transitions

Raise more money for your school!

PART IC IPAT E IN TARGE T ANALY T ICS

DONORCE NT RICS

• Athletics new• Big 10/Big 12 • Business Schools

• Medical Schools • Mid-sized Public Schools• Parents Group new

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• Business Schools• Canadian Schools• Faith-Based Schools• Ivy League• Large Public Universities• Law Schools

• Private College Consortium• Science and Tech Schools• Small Colleges• Women’s Colleges new

QUESTIONS & COMMENTS

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