1.
Fixing the Leaky Bucket
at Oregon State

2.
Kevin Massimino
Manager, Digital Advancement Programs
EverTrue
Jake Mendenhall
Assistant Director, Pipeline Development
Oregon State University Foundation
@EverTrue
#OSUFoundation
#CASED8

3.
Oregon State University is public land-grant institution with over
230,000 alumni. The OSU Foundation partners with the University
to engage our community, inspire investment, and steward
resources to enhance the university’s excellence and impact.

4.
Our mission is to build relationships
in pursuit of a better world.

5.
#1
Highest-rated advancement software
500+
Higher Ed Partners
51
Of the Top 100 US News & World
Report Universities

6.
Today, we’ll cover:
The Issue: The Leaky Bucket - Donor Churn
The Solution: Rethinking the Donor Experience
Questions

7.
Learn More:
The Giving Funnel
Playbook
Just open your
camera, point it here,
and tap the link

8.
Selfie time

9.
Customer expectations
have changed.

10.
Winning companies treat
you like they know you.

11.
This Is The Era of
The Subscription Economy

12.
Those who didn’t act
were left behind

13.
Those who don’t act
will be left behind
Colleges

14.
Trustees and
Presidents
demanding higher
alumni participation
Call center Return
On Investment is
declining and often
measured in Loss
On Investment
Multi-channel
engagement not
integrated with call
center/outreach
The Status Quo
Mass outreach &
minimal stewardship
for <$10k annual fund
supporters

15.
HIGHEST
totals
in history
$47
billion
in FY18
3.7%
YOY
increase
Fundraising Revenues at All-Time Highs

16.
FY19 Results
$144.5MM
raised
beating goal
of $142MM
$28.5MM
For student success
initiative
beating goal
of $25MM
$117M
in cash from
outright gifts
Best year ever!
Record-setting year for the OSU Foundation, College of Agricultural
Sciences and the College of Earth, Ocean, and Atmospheric Sciences

17.
Fundraising is flat
$ in Millions, donors labeled alumni in EverTrue,
Giving <$10,000 per year

18.
Donor count & participation are decreasing
Donors labeled alumni in EverTrue,
Giving <$10,000 per year

19.
Trailing three year average alumni retention rate
A common challenge
OSU
69%

20.
It’s hard to fill a leaky bucket
3.7k
4.4k
2015
2.8k
4.1k
2016
2.0k
4.4k
2017

21.
Donor counts have
dropped by 33% in
the last 15 years
YOY donor
retention is
~65%
Old-school tactics
miss the mark
The Problem
Other tactics
create short-term
spikes, not
long-term loyalty

22.
Bottom 98%
2%
The Old Model
Telefund and Direct Marketing
- Mass marketing
- Minimal personalized outreach
- Sporadic, inconsistent volunteer outreach
- “Hail Mary” year-end messaging
- Minimal post-engagement “closing” activities
Frontline fundraising
- Clear vision and personal outreach unlocks major donor potential

23.
“Donor Experience Program”
- Focus on the “Next 10%”
- Renew Leadership/Annual Fund Donors
- Reactivate Key Lapsed Donors
- Upgrade donors into BLC range
The new model
2%
Middle
Bottom
Frontline fundraising
Telefund and direct marketing

24.
The Investor/Donor gives with
her heart, and wants to...
● know the ROI
● be involved
● be joined by others
● know they’ve helped solve a problem

25.
Build 1:1 personal relationships with 3,000 more donors
Customize every donors’ journey
Connect with donors where they are from the office
Proactively engage, speak to interests and add value
Turn engagement into referrals, and referrals into pipeline for
major gifts
What if We Could...

26.
People TechnologyStrategy
The DXO Program Solution

27.
Provide
Tangible value
Cadence of timely,
informed 1:1
conversations that offer
value to donors
Focus on
retention
Defined 90% retention
target within designated
portfolio
Reactivate
lapsed donors
Defined 33% reactivation
target for recently-
lapsed donors
Build major
gift pipeline
Surface qualified and
engaged major giving
prospects
Strategy - Personalized Outreach at Scale

28.
Who needs to
be warmed up
before an appeal?
Who’s recently
raised their hand
via social media?
Prioritizing Outreach
Who’s made a
recent gift and
needs some love?

29.
Technology

30.
Technology
Rapid
qualification
Improved
insights:
Interests, Wealth,
Engagement
Scalable
outreach

31.
Meet the Donor Experience Officer (DXO)
✔ Provide a “customer service” type experience for donors.
Their personal liaison back to the Foundation
✔ Diverse set of professionals with sales and/or fundraising
experience or aspirations
✔ Able to utilize technology (Zoom, EverTrue, others) to develop
1-1 relationships at scale
✔ Manage hand-selected portfolios of prioritized unmanaged
current and lapsed donors
✔ Integrated with Development, Alumni Relations, Athletics, etc.
People

32.
Program Goals

33.
Target
specific amount
of touches
per day
Maintain
high-level
personalization
Manage
engagement
cadence
The DXO approach
Share relevant,
interest-based
content

34.
Reactivated
donors
Revenue
retention rate
The DXO metrics
90%
Donor
retention rate
100% 33%

35.
Early Lessons
& Returns

36.
Day 1, First Call

37.
Personalized emails = 65% open rate
Improved
151%

38.
What’s next?

39.
Creating a talent pipeline
Today:
Donor Experience
Officers
Tomorrow:
Seasoned advancement
professionals

40.
Engage
Qualify
Assign
Solicit Target 2-3 institutional priorities that align with prospect's
demonstrated interests.
Identify potential donor interests based on engagement
insights and assign for annual fund or major gift outreach.
Monitor digital engagement with targeted content and
research prospect capacity and inclination.
Produce compelling video and social content that
aligns with institutional priorities.
Provide targeted, tangible, ongoing value to build strength of
relationship and grow philanthropic support over time.
Retain
The Giving Funnel

41.
Thank you!

42.
Q & A
kevin@evertrue.com
jacob.mendenhall@osufoundation.org

43.
Learn More:
The Giving Funnel
Playbook
Just open your
camera, point it here,
and tap the link