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Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification

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.

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Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification

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  1. Marnie Noble Director of Development OSU College of Engineering June 19, 2013 Beyond the Low Hanging Fruit: Applying Affinity Clues for Prospect Identification

  2. THE CAMPAIGN FOR OSU

  3. The Prospect Base • OSU • 160k • Engineering • 24k • Capacity • 2,400 Affinity! THE CAMPAIGN FOR OSU

  4. 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

  5. Tools Developed at OSU • Affinity Score • Measures Engagement or Activity • Quantifiable • Building Community Initiative Score • Measures Feelings or Enthusiasm THE CAMPAIGN FOR OSU

  6. 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

  7. Affinity Score Measures baseline traits Combined with activity to track growth THE CAMPAIGN FOR OSU

  8. 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

  9. Calculating Affinity Score, cont. THE CAMPAIGN FOR OSU

  10. 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

  11. 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

  12. BCI: Brand/Identity “My college is highly respected in ways that matter to me.” THE CAMPAIGN FOR OSU

  13. BCI: Education “My degree prepared me well for my career.” THE CAMPAIGN FOR OSU

  14. BCI: Peers “I enjoy being with other alumni.” THE CAMPAIGN FOR OSU

  15. BCI: Institution “I have confidence in the leadership of my college.” THE CAMPAIGN FOR OSU

  16. BCI: Results 483respondents 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

  17. BCI: Results Data by graduation decade: Avg. Affinity Score Number of Respondents Avg. BCI Score THE CAMPAIGN FOR OSU

  18. 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 flag THE CAMPAIGN FOR OSU

  19. Questions? For more on BCI: http://oregonstate.edu/bci Marnie Noble Marnie.noble@oregonstate.edu (541) 737-9328 THE CAMPAIGN FOR OSU

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