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APRA Overview
•Alignment of Organisational needs
•How to build & to optimise fundraising
portfolios
•Measuring outcomes and evaluating
success
•PROGRESS NOT PERFECTION
Alignment of organisational needs with prospect
identification
• Profile your average donor
• From this data score & weight your prospect &
fundraiser’s portfolio
• Why and what kind of prospects are needed
How to build & to optimise fundraising portfolios
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Portfolio Review
Monitor and evaluate portfolio performance
Philanthropic capacity versus giving
Field qualification
Solicitations and closures
Replenish and adjust portfolio
Addition of new prospects
Removal of disqualified prospects
Reassignment of prospects
Outcomes and Success
• Evaluation Parameters
• Report progress and success via number
and quality of new or upgraded prospects
• Identified and rated
• Assigned to and contacted by fundraisers
• Field qualification outcomes
• Solicited for gifts, particularly of a size greater
than ever before
Evaluation Parameters
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Fundraiser Contact and Engagement
Personal Visits
Progress Towards Goals
Evaluating Effectiveness
Solicitation strategies
Closing gifts / yield rates
Portfolio penetration
How to Measure Outcomes
• Connect prospect identification and rating to
statistics on assignment, contact, qualification
and solicitation outcomes
• Connect prospect identification and upgrades to
dollars raised over time
• Benchmark against pre- and post- identification
giving levels
• Examine individual officer’s portfolio
performance against potential weaknesses in
the affinity and capacity of their prospects
Outcome Examples
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72% of campaign donors of $100K+ made their first major gift during the
campaign
> 94% of these donors were newly identified or upgraded in rating; their
giving represents more than $534M or 83% of the dollars raised from top
donors
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24% of $100K+ donors were first time donors ever during the campaign
> 100% of these first-time donors were newly identified or upgraded in
rating; their giving represents more than $200M
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11,671 new prospects were identified through data mining identification
methods
> 8,066 of them were rated by prospect research for the first time during the
campaign
> These newly identified prospects represent $339M in new gifts and
pledges to the campaign or about 25% of total campaign dollars raised to
date
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