giving goes quantum case viii

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RuffaloNoelLevitz

GivingGoesQuantum

February,2016

BrianGaworandSimoneRobbins

CASEVIIIConference2016

RuffaloNoelLevitz

Headtopollev.com/ruffalonl

toparticipateinlivepolls

Noappneeded Phone,tablet,laptop

Nodevice,justshouttoafriend!

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RuffaloNoelLevitz WELCOME

BrianGawor,CFREVicePresidentofResearch FormerAnnualFundandMajorGiftsofficer DoctoralstudentatIllinoisStateUniversity

SimoneRobbinsVicePresidentandConsultant WorkswithCanadianand

CASEIandIIpartnerships GraduateofMcMasterUniversity TorontoNative

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NERD TRANSLATOR

RuffaloNoelLevitz IMPORTANT NOTES

We will be moving fast!

Available after:

All slides with links

What other people said to what is a fundraiser?

Poll responses

We are available after today!

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Headtopollev.com/ruffalonltoparticipateinlivepolls

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RuffaloNoelLevitz THE ADVANCEMENT COMMUNICATIONS TOOLKIT

Reality:A like is not a check.

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TheAlumniParticipationProblem

From2007to2015,69%ofUSinstitutionsdeclinedinalumnidonors.Theaveragelosswas26%ofthedonorcount!

Source:RNLstudyofVoluntarySupportofEducationdata.2015VSEfromCAE

14.90%

9.50%7.70%

5.00%

20.40%

14.20%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

AllHigherEducation AllPublicHigherEducation AllPrivateHigherEducation

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LOTS OF CONTACT

LOTS OF LIKEA LEAKYBUCKET

AN ACTIONGAP THE

SOLUTION?

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TIME TO GOFULL ON NERD.

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RuffaloNoelLevitz GETONYOURLABCOAT

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TRADITIONALVIEW:

QUANTUMVIEW:

Askthis GetThat.

CREATEAFIELDOFINFLUENCE

RELATIONSHIPSTATUS:ITSCOMPLICATED

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The(donor)HeisenbergUncertaintyPrinciple:

Youcannotknowthespeedandpositionofadonoratthesametime.

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RuffaloNoelLevitz THEWHYAXIS LISTANDGNEEZY

Importanttoalsothinkaboutwhatthedonorreceivesintheexchange.

Thewarmgloweffectcanbepowerful.(Andreoni)

Resultsofnumeroussocial,educationalandfundraisingexperimentsonaninternationalscale.

Generally,immediateincentivesarethemosteffective.

Itsnotalwaysmoneyorstuff.

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RuffaloNoelLevitz LET YOUR DONORS CONNECT

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RuffaloNoelLevitz FROM OUR FRIENDS DOWN UNDER

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Amessagetomydonor:Iwontletyoudown.IpromiseIwillmakeadifference. Sydneyscholarshiprecipient.

Amessagetomydonor:Iwontletyoudown.IpromiseIwillmakeadifference. Sydneyscholarshiprecipient.

https://youtu.be/7nXkPVHimpE

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RuffaloNoelLevitz SEND THEM A PERSONAL VIDEO?

Oneinstitutiontypicallysawafulfillmentoffirsttimefallphonathondonorsofabout38%byJanuary.

Thosethatweresentavideofollowupbytheirstudentcallerhadfulfillmentof56%byJanuary.

S PhilanthropyDayVideoExamplefrom:

RuffaloNoelLevitz NEW SURVEY: ASKING GIVING

ofstudentfundraisers(phonathon)indicatethatbecauseoftheirexperience,theyaremorelikelytogive.

RuffaloCODY2014SurveyUSA,Canada,Australia

n=714

94%https://www.ruffalonl.com/papersresearchhighereducationfundraising/2014/developingphonathoncallerswithchallengeandsupport B

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RuffaloNoelLevitz MILLENNIALGIVING

Millennialsviewtimeandnetworkasequaltomoney.

Valuesmall,incrementalacts.

Volunteer,Volunteer,Donatecycle 97%prefertousetheirskillstohelp.

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RuffaloNoelLevitz THE VOLUNTEER TO DONATE CYCLE

in 2010, among people who had performed 60 or more hours of volunteer work the previous year, 91% made donations, giving an average of $784.

In comparison, 79% of those who had not volunteered during the year had made donations, averaging $288.

from Charitable Giving by Canadianshttp://www.statcan.gc.ca/pub/11-008-x/2012001/article/11637-eng.pdf

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CANADIANS,VOLUNTEERINGANDDONATING:

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RuffaloNoelLevitz INVOLVE THE TEAM IN STORYTELLING

Talktocolleagues Geteveryoneonboard Respectandprotectprivacy CreateaStoryBank UseSocialMedia

StrengthinStorytelling BrennenJensenChronicleofPhilanthropy,Nov.6,2014philanthropy.com

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WhatmotivatesMillennialsisadesiretoaffecttheir causethroughyour organization

withtheir friends.DerrickFeldmann

TheMillennialImpactProject@AFPIntl2014

themillennialimpact.com

MILLENNIAL CAUSE MOTIVATION

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FACULTYSTUDENTS

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RuffaloNoelLevitz BRAINSCANS OF DONORS?

80%ofplannedgivershavegivenannually.

Dr.RussellJames(TexasTech):fMRIbrainscanofsubjectsaskedtocontemplategiving,volunteer,andbequestdecisions.

Bequestdecisions:activatethebrainareasassociatedwithmortality.

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RuffaloNoelLevitz BRAINSCANS OF DONORS?

Autobiographical:Plannedgivingisaboutalegacyandsymbolicimmortality.

BequestsdecisionsareFirstPerson ratherthanThirdPerson brainactivity.

http://www.slideshare.net/rnja8c/plannedgivingandthebrain# B

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RuffaloNoelLevitz ACTION: BECOME PART OF THE DONORS STORY

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RuffaloNoelLevitz U IS FOR URGENCY

Doourdeadlines(fiscal,calendar)mattertodonors?

Urgencyinfluencesdonoraction.

Why ?B

RuffaloNoelLevitz URGENCY:THEGIVINGCHALLENGE

Agoalthatoftenresultsinapledgedreward Mostcommonlynowanumber ofdonorsratherthana

percentage Potentiallyaspecificdollargoal Usuallyadeadlinethatdoesnotchange Bestchallengesutilizevolunteersas

missionarieswholeveragetheirnetworks Increasingly,trackedonlineand

throughsocialmedia

GivingDayPlayBook.org

Tuesday

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RuffaloNoelLevitz URGENCY:MATCHINGCHALLENGES

Challengesareeffective.

1xMatchallthatisneededanythingmoremakeslittledifference.

Greatifthechallengerisconnectedtothedonor.

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RuffaloNoelLevitz OUR DEADLINE ARE OURS

Theendofthefiscalyeariscoming

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FUNDRAISING FUSION IS THE NEW ROI

RESPONSE RATES PHONE CASE STUDY

55.3%48.3%

11.3%Phone + Mail

+ E-mailPhone + Mail Phone

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PreDMMessages

$169.33

$234.36

4.27%

8.70%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

DonorMailingNoVM DonorMailingReceivedVM

ImpactofPreDMVoicemail

AverageGift ResponseRate

FFATestof5,984mailingssplitbetweenmessageandnopremailcommunication

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PhoneResponsivePiecesWAY 11,350totalbadnumbers

identifiedinFY15 Estimateof5,000remaining

badnumberstobeidentifiedthisFY

Attempts 10,000alumnirecordsestimatedtopass15attempts

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RuffaloNoelLevitz CHANNEL SELECTION

65%ofconsumersadmittorespondingtoadirectmailappealthroughanonlinemethod.

44%ofmarketersusing3ormorechannels. DigitalMarketingAssociation,2014and2015

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ImpactofThankYouCallsOnRetentionThank YouTest Thanked NotThanked

PledgeRate 81.4% 69.9%CCRate 36.9% 16.7%

ContactRate 87.1% 80.8%

Shttp://blogfm.ruffalonl.com/2015/11/arethankyoucallsworththeeffort/

RuffaloNoelLevitz

KStateStewardshipPostcardImpactStewardshippostcardstonondonorsimprovedpledgerateperformance

5%

5%

6%

3%

0% 1% 2% 3% 4% 5% 6%

1PostCardReceived

2PostCardsReceived

3PostCardsReceived

NoPostCardsReceived

OverallAcquisitionRate

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RuffaloNoelLevitz CANADIAN PHONE AVERAGE PLEDGE

$22

$56

$96

$123

$136

$299

$105$110

$110

$121

RuffaloNoelLevitz REMOVE BARRIERS

Commonsourcesoffrictioningiving:

badonlinegivingportals

longdirectmailresponsedevices

mailonlyresponse

toomanydecisionsfordonor

toomanyclicks

friction

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RuffaloNoelLevitz BARRIERS IN ONLINE GIVING

Howmanyclicksdoesittaketogive?

Registration

3minutesand58secondsonaverageforanonlinepurchase.

4minutesand15secondsforonlinedonations*.

Askyourteam:Whatdoweactuallyneedtoacceptagift?

*http://www.kimbia.com/10waysincreaseonlinedonationsoptimizedonorexperience/(NielsonNormanGroupStudy)

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RuffaloNoelLevitz REDUCING BARRIERS

Variablepresspersonalization.

Acceptall paymentmethods.

Linkdirectmailtoonlinegiving.

Presumptive creditcardasksinphonathonandinboundcalls.

Action:Aspirational,butreasonablegiftarrays.(checkboxes)

Action:ReducingFRICTIONmaybeyourbestROIandimproveyoursolicitationsimmediately

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3:58, 65%,

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GIVING IS QUANTUM

CONNECTION WITH THE DONOR

TIMING +URGENCY

CHANNEL

EASE OF GIVING

WARMING U