The document provides details about how Newman Center - St. Thomas Aquinas Church used the donor management and fundraising software eTapestry to significantly increase their annual fundraising and successfully execute a $25 million capital campaign. Some key points: - eTapestry helped optimize their phone-a-thons, increasing annual funds raised from $21,818 to over $123,000. - Student registration data in eTapestry allowed them to better engage and cultivate current students as future major donors. - Wealth screening and prospect research tools in eTapestry helped verify a capital campaign was feasible and identify top prospective major donors. - Through continued use of eTapestry, the capital campaign exceeded its

1. How to Raise More Money with eTapestry
Newman Center – St. Thomas Aquinas Church
At the University of Nebraska-Lincoln
A Case Study
PRESENTED BY JUDE M. WERNER, MA

2. A Brief (108-Year) History
2 #bbcon

3. The First Century
1906
• Newman Club established at the University of Nebraska-Lincoln
• Begins decades of serving Catholic college students as a collegiate club
1960
• First Newman Center – St. Thomas Aquinas Church is built
• Consistent growth as a student parish
1997
• Father Robert Matya is assigned as Newman Center’s Pastor
• Visionary leader who sets a course for expansion
1998
• FOCUS (Fellowship of Catholic University Students) joins UNL Newman Center
• Facilitate up to 100 weekly student Bible studies, with 700 participants
2006
• Jude Werner is hired to established a Development Office
• A minimal volunteer-led annual fund program existed previously
3 #bbcon

4. The Modern (eTapestry) Era
4 #bbcon
December, 2007
• eTapestry was purchased as the Newman Center’s development software
March, 2008
• eTapestry goes live, ~72 hours before phone-a-thon
August, 2008
• Fall student outreach is managed through eTapestry for the first time
October, 2009
• Target Analytics wealth screening was completed by Blackbaud
March, 2010
• Capital campaign feasibility study completed by an independent consulting firm
• Our consultants suggest that $7 - $9 million is likely a successful campaign goal
July, 2010
• Father Matya has a huge vision of what the UNL Newman Center could become
• A strategic expansion plan was developed
• Newman Center launches its first capital campaign in 104-year history
• $25 Million ‘A Great Problem to Have’ Capital Campaign Goal!

5. How to Raise More Money with eTapestry
5 #bbcon
I. A Great Problem to Have …
Overview of Newman Center’s expansion project
II. Phone-A-Thon (with 72 hours to spare)
eTapestry, a Powerful Tool to Grow Your Annual Fund Program
III. Donor Focused – Mission Driven
Student Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life
IV. Trust, but Verify …
Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign
V. Reach Out and Touch Someone
Building a Dynamic Donor Communication Strategy with eTapestry

6. A Great Problem to Have …
6 #bbcon

7. Too Many Students at Socials
7 #bbcon

8. Phase I: Land Acquisition
8 #bbcon

9. Phase II: Phi Kappa Theta Fraternity
9 #bbcon

10. Phase III: Newman Center
– St. Thomas Aquinas Church
10 #bbcon

11. Phase IV: Pi Alpha Chi Sorority
11 #bbcon

12. ‘A Great Problem to Have’ Campaign
12 #bbcon

13. Too many college students looking to
grow in their faith …
‘A Great Problem to Have!’
13 #bbcon

14. A Phone-A-Thon (with 72 hours to spare)
Growing Your Annual Fund Program
14 #bbcon

15. Phone-A-Thon, The Early Years
UNL Newman Center had a Volunteer-Led Phone-A-Thon for 10 Years
• As many as 10,000 individual call sheets were needed each year
• Each was printed, recorded and manually coded into an Access spreadsheet
• It was months before an official fundraising tally was available
• The result: INEFFICIENT, NOT MOTIVATING and a STATIC FUNDRAISER
• Averaged $24,000 annually in revenue (less opportunity costs)
15 #bbcon

16. Phone-A-Thon, The Early Years
Newman Center's Phone-A-Thon
16 #bbcon
$45,000.00
$40,000.00
$35,000.00
$30,000.00
$25,000.00
$20,000.00
$15,000.00
$10,000.00
$5,000.00
$0.00
1997-1998 1998-1999 1999-2000 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006

17. Phone-A-Thon – The Early Years
17 #bbcon

18. Phone-A-Thon with eTapestry
A Custom Web-Based Platform was Created for Phone-A-Thon
• During our initial eTapestry setup, phone-a-thon integration was a priority
What Our Student Volunteer Website Enables:
• A student calling script
• Specific donor information is populated into the script
• Donor salutations
• Contact information
• Time zone
• Phone-a-thon gift history
• Students can update any fields (including phone and email addresses)
• Phone-a-thon pledges are recorded
• Credit and debit card are processed immediately
• Instant updates on the phone-a-thon’s raised total after each call
18 #bbcon

19. Phone-A-Thon Web-Based Platform
19 #bbcon

20. Phone-A-Thon Web-Based Platform
20 #bbcon

21. Phone-A-Thon Web-Based Platform
21 #bbcon

22. Phone-A-Thon Web-Based Platform
22 #bbcon
You Set the Goal
They Enthusiastically Help Raise It

23. 2014 Phone-A-Thon Student Volunteers
23 #bbcon

24. Phone-A-Thon with eTapestry
• Phone-A-Thon with an eTapestry Boost – Year 1
• 2006 (last year of pre-historic PAT) = $21,818 raised
• 2007 (first year with eTapestry) = $58,883 raised
• $37,065 increase over the year prior
• 170% increase
• Phone-A-Thon with an eTapestry Boost – Year 2
• 2007 (first year with eTapestry) = $58,883 raised
• 2008 (second year with eTapestry) = $91,301 raised
• $32,418 increase over the year prior
• 55% increase
• Phone-A-Thon 2006 vs. 2012
• 2006 = $21,818 raised
• 2012 = $123,839 raised
• $102,021 increase
• 467% increase
24 #bbcon

25. Phone-A-Thon with eTapestry
25 #bbcon
$140,000.00
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$0.00
Newman Center's Phone-A-Thon

26. Phone-A-Thon with eTapestry
26 #bbcon

27. Phone-A-Thon with eTapestry version 2.0
New Phone-A-Thon Calling Center
• 50 MB (megabytes per second) fiber optic internet
• No more slow DSL
• All VoIP (Voice over Internet Protocol) phones
• No more used cell phones with bad reception
• 50 new all-in-one, touch screen computers
• Potentially, no more manual dialing of phone numbers
Expected Outcomes
HIGHLY EFFICIENT
EXCITING FOR STUDENT VOLUNTEERS
DRAMATIC GROWTH IN FUNDRAISING POTENTIAL
27 #bbcon

28. Phone-A-Thon with eTapestry version 2.0
28 #bbcon
$250,000.00
$200,000.00
$150,000.00
$100,000.00
$50,000.00
$0.00
Newman Center's Phone-A-Thon

29. Phone-A-Thon, The Early Years
29 #bbcon

30. Phone-A-Thon with eTapestry.com
30 #bbcon

31. Phone-A-Thon with eTapestry version 2.0
31 #bbcon

32. Our Phone-A-Thon paid for
eTapestry within the first 14 days!
32 #bbcon

33. Donor Focused – Mission Driven
Strengthen Your Major Gift Asks
33 #bbcon

34. Donor Focused – Mission Driven
What’s the Golden Rule of Fundraising?
“No. 1: The urgent need for your nonprofit is to know your donors
as well as you possibly can.”
7 Golden Rules for Nonprofit Fundraising Success
htp://www.entrepreneur.com
34 #bbcon

35. Donor Focused – Mission Driven
Know Thy Donors!
• Why are they interested in your organization?
• What is their history of engagement?
• What is it about your organization that is their personal hot-button?
Train Thy Donors to Give
• Program engagement and building a habit of giving early on lays the foundation for
a life-time of giving later.
Can you answer the Nuclear Questions?
• Before I write this check, has Johnny been involved at the Newman Center?
• Susie says that she isn’t involved because no one has contacted her yet.
• My grandson can’t stop talking about the wonderful FOCUS missionary whom he
meets with. What’s his name?
35 #bbcon

36. 2014 Student Parish Registration
36 #bbcon

37. 2014 Student Parish Registration
37 #bbcon

38. 2014 Student Parish Registration
Parish Registration Sunday
• During their first weekend on campus, students complete a parish registration card.
• Student volunteers enter data into “Student” eTapestry accounts
• On average, 520 Mass registration cards are entered by Monday at noon
• Data is collected under their “Persona” and “UDFs”
• A series of 168 queries assembles the data
• The data is then used to generate over 200 detailed reports
• Students are sorted by age, gender, interests and residence halls
• These reports maximize our outreach efficiency and effectiveness during the critical
first week on campus and result in higher student engagement.
Additional Data Sources
• New Student Enrollment during the summer
• Student activity fair on campus
• Referrals from parents, grandparents, schools and parish priests
• Referrals from other organizations
• A total of 1,883 student registrations were entered this year alone.
38 #bbcon

39. 2014 Student Parish Registration
39 #bbcon

40. Train Thy Donors …
Getting Started Early
• Major-gift donors often have a history of giving to an
organization, with the size and impact of contributions
steadily increasing.
• Why wait to start that process when they’re in the 40’s,
50’s or later?
• Once recorded in eTapestry, the Newman Center can
begin to invite students to become small monthly
donors.
• $16.67 per month is a typical first pledge
= $1,000 over five years
• Over time, the size of the gifts steadily increase
A Major Impact
• 195 students donors
= $1,293 average donation
• $252,185 raised in capital campaign alone
40 #bbcon

41. Know Thy (grown-up) Donors …
Why are they interested in your organization?
• Let’s assume that you’re planning a first meeting with a great new prospect.
• Wouldn’t it be helpful to know if they were an alum of your organization?
• If so, what were they involved with, if anything?
• What events did they attend?
• What years were they involved and what was the organizational culture at the
time?
• If negative, has your organization improved its culture since their
experience?
• Was there a retreat or pilgrimage trip that they attended as a student?
• Were they involved in a FOCUS Bible study?
• Were they members of a Greek house?
• The oldest Phi Kappa Theta Fraternity Alumnus are only in the late 20’s
• As alumni, the fraternity is a hot-button interest specific to them
• We have already raised $150,275 from 62 former members
41 #bbcon

42. Know Thy (grown-up) Donors …
42 #bbcon

43. An Alumni Success Story
Were They a “Success Story” of Your Organization?
• For us, that is often a student who became increasingly involved with the Newman
Center and, consequently, grew spiritually and into a student leader.
• Alumni who were deeply engaged as students make some of the best donors
today, especially if they can meet current students with similar interests as theirs.
43 #bbcon

44. The Nuclear Questions
eTapestry is Easily Accessible on Your Smart Phone
Can you Answer the Nuclear Questions?
• Before I write this check, has Johnny been getting involved?
• Susie says that she isn’t involved because no one has contacted her yet.
• My grandson can’t stop talking about the wonderful FOCUS missionary whom he
meets with. What’s his name?
44 #bbcon

45. The urgent need for your nonprofit is
to KNOW YOUR DONORS as well as
you possibly can … so start today!
45 #bbcon

46. Trust, But Verify …
Preparing for Your Capital Campaign
46 #bbcon

47. By the Fall of 2009…
• Father Matya’s vision to grow the our ministries was becoming a reality.
• Our Development Office had also been already rather successful.
• We raised $2,018,558 in the first forty months.
• A strategic process began to develop our comprehensive expansion plan.
• Acquisition of four parcels of land
• Relocating two other existing businesses
• Constructing four new buildings, totaling 100,000 square feet
• Launching the Newman Center’s first-ever capital campaign
• “I have complete confidence that Jude can raise whatever amount of
money we need.” – Father Matya
• His trust was flattering, but the responsibility was also daunting.
• I had faith that God would bless our efforts if the project was His will.
• However, I needed to verify that a capital campaign was even feasible.
47 #bbcon

48. Newman Center, St. Thomas Aquinas
Catholic Church
October 2009
Kate Lindsay Breck
Consultant

49. Target Analytics™ Process
Constituent Data
External Financial and
Demographic Data
Appended
File Preparation,
Model Building,
Extensive Testing
Application of
Models to
Constituents
WealthPoint
Obtained 15,849 donors and non-donors
from your organization’s
database: Names, Addresses,
Giving History, Other Characteristics
Appended Hundreds of Financial
and Demographic Characteristics
Determine the Common Characteristics
of Different Types and Levels of Donors
Scored Constituents based on how
well they fit each model; added
appended variables to matched
constituents; returning all records
Top 1,500 records screened through
WealthPoint for additional prospect
research

50. Past Giver Type
Regular donor: a minimum of one gift in each of the past three years
Occasional donor: one or two gifts in the past three years
Non-donor: no gifts in the past three years; could be lapsed donor

51. Number of Prospects by State

52. Capital Campaign Contributions by State

53. Major Giving Likelihood
Predicts the likelihood to give at least $1,000/year

54. Major Gift Likelihood Score Distribution

55. Target Gift Range Score Distribution

56. Likelihood MGL & TGR Prospect Analysis Dashboard
OVERALL TGR (6,7)
$1,001-
$5,000
Capacity - 12 months
TGR (8)
$5,001-
$10,000
TGR (9)
$10,001-
$25,000
TGR
(10,11,12)
>$25,000
MGL >=851
(Excellent) 1,428 334 72 29 19
MGL 701-850
(Very Good) 1,722 51 6 2 0
MGL 551-700
(Good) 2,066 9 1 0 0

57. Interesting Findings
• 75 millionaires
• 12 millionaires with more than $5 million in assets
• 164 Prospects with Hidden Wealth
(Larkspur hits where assets < $1 Million)
• 90 Prospects with contributions of $10K+
(political or charitable)
• 86 have given less than $10K in a single gift to you
Note: Of the prospects screened through WealthPoint

58. Interesting Findings
• 219 Company Officers
(Owner, President, CEO, Chair, Chief)
• 8 Public Company Insiders
• 70 Prospects with property >= $1M
• 9 have more than $5 million
• 66 Prospects hold property in a trust
Note: Of the prospects screened through WealthPoint

59. Statistical Potential Analysis – Target Gift
Range
Gift Level in 12 Months Gift Total in Largest
Giving Year
Target Gift Range
Projection
$0 12,468
$1 - $49 2,004 4,663
$50 - $99 557 5,696
$100 - $249 453 2,630
$250 - $499 175 1,501
$500 - $999 88 834
$1,000 - $2,499 67 270
$2,500 - $4,999 17 126
$5,000 - $9,999 12 79
$10,000 + 8 50
The Target Gift Range is a capacity model that predicts a range of giving to your organization in a 12-month period

60. Statistical Potential Analysis – Low End
Gift Level in
12 Months
Target Gift
Range
Projection
3-Year
Projection
5-Year
Projection
$1 - $49 $ 4,663 $ 13,989 $ 23,315
$50 - $99 $ 284,800 $ 854,400 $ 1,424,000
$100 - $249 $ 263,000 $ 789,000 $ 1,315,000
$250 - $499 $ 375,250 $ 1,125,750 $ 1,876,250
$500 - $999 $ 417,000 $ 1,251,000 $ 2,085,000
$1,000 - $2,499 $ 270,000 $ 810,000 $ 1,350,000
$2,500 - $4,999 $ 315,000 $ 945,000 $ 1,575,000
$5,000 - $9,999 $ 395,000 $ 1,185,000 $ 1,975,000
$10,000 - $24,999 $ 310,000 $ 930,000 $ 1,550,000
$25,000 + $ 550,000 $ 1,650,000 $ 2,750,000
TOTAL $ 3,184,713 $ 9,554,139 $ 15,923,565

61. Target Analytics Forecasted
$15.9M in Capital Campaign Capacity
61 #bbcon

62. Reach Out and Touch Someone
Building a Dynamic Donor Communication Strategy with eTapestry
62 #bbcon

63. eTapestry and Your Donor Communication Plan
What do we all know about (or should) about donor communications?
• At least seven donor touches per year
• Donors want to feel appreciated, included and informed.
• Should be timely, engaging and provide an opportunity to give
Why not use eTapestry’s communications module?
• E-Newsletters and emails can be timely
• Target specific messages for specific account types or other demographics
• Link your eCommerce page for an immediate donor response
• Combine with your favorite social media for even more impact!
63 #bbcon

64. Special Event Invites & Program Updates
Printed Invitations vs Emailed
• Mail printed invitations to select donors
• Email a digital invitation to everyone
• Saves printing and postage
• Everyone feels included
• Even if they live across the country
• A reminder for the select donors to RSVP
Keep Donors Informed and Involved
• Tell donors about ministry events that
their students may be interested in
• Invite donors to events they may want to
attend
• Encourage donors to volunteer and pray
for upcoming events
64 #bbcon

65. eTapestry and Your Donor Communication Plan
Seasonal Solicitations
• Supplement your annual fund solicitations and newsletters
• A targeted and timely solicitation can be fun and successful
• Immediately prior to a major holiday
• Finishing a last minute shopping list is easily with an honorary donation
• Dramatic market gains
• Donating appreciated stocks has significant tax benefits
• Post-harvest season
• Giving agricultural commodities is a tangible, easy donation with tax benefits
Major Donors You Didn’t Know You Had
• Donors responded with major gifts we would never have solicited. We
simply didn’t know they had an interest or capacity.
• Agricultural Commodities email = $2,500 gift in corn
• Christmas Wish List email = $1,000 and $7,500 “Christmas Gifts”
• Bell Blessing email = $1,500 and $45,000 gifts from out-of-state donors
65 #bbcon

66. 66 #bbcon

67. 67 #bbcon

68. 68 #bbcon

69. 69 #bbcon

70. eTapestry and Your Donor Communication Plan
Exciting Contributions
• Raising $45,000 in response to our Bell Blessing invite email was really exciting
• It’s affirming that your broader marketing and communication plan is working
• Likely, it’s $45,000 that I would never have solicited
70 #bbcon

71. eTapestry and Your Donor Communication Plan
Game Changing Contributions
• After raising $13.5 million in the first three
years of our capital campaign, we were
preparing to break ground on the new
Newman Center and church.
• A policy change put that into jeopardy.
• Demolition was approved, but construction
was now to be completed in two stages,
adding $1.4 million in construction costs.
• However, if another $1.3 million could be
raised over a 45 day period, we could
proceed with the entire project as planned.
• That’s where the collaborative power of
eTapestry and Facebook comes in …
71 #bbcon

72. Game Changing Contributions
72 #bbcon

73. Game Changing Contributions
73 #bbcon

74. Game Changing Contributions
74 #bbcon

75. 75 #bbcon

76. Game Changing Contributions
76 #bbcon

77. Game Changing Contributions
77 #bbcon

78. Game Changing Contributions
One Gratifying Groundbreaking!
• After successfully raising the additional $1.3 million
• Including $567,136 in 45 days
• Granted permission to build the St. Thomas Aquinas Church and Newman Center
• A truly Historic moment for the UNL Newman Center
78 #bbcon

79. Leveraging the power of eTapestry
and Facebook, $567,123 was raised
and $1.4 million saved (in 45 days)
79 #bbcon

80. How to Raise More Money with eTapestry
II. Phone-A-Thon (with 72 hours to spare)
• eTapestry, a Powerful Tool to Grow Your Annual Fund Program
• $37,065 Increase over the year prior – 170% Increase
• $32,418 Increase over the year prior – Another 55% Increase
III. Donor Focused – Mission Driven
• Student Registration with eTapestry Today – Strengthen Your Major Gift Asks for Life
• $252,185 raised in Capital Campaign from Current Students
• $150,275 raised from 62 former Phi Kappa Theta Fraternity members
80 #bbcon
IV. Trust, but Verify …
• Target Analytics by Blackbaud can Help You Prepare for Your Capital Campaign
• Target Analytics predicted we could raise $15,923,565+ over five years
V. Reach Out and Touch Someone
• Building a Dynamic Donor Communication Strategy with eTapestry
• $55,500 raised using eTapestry emails and eCommerce
• $567,136 raised through eTapestry and Facebook combined effort

81. Newman Center – St. Thomas Aquinas Church
81 #bbcon

82. $18,452,180 raised in the first Four Years
82 #bbcon
Map Totals as
of 10/1/2014

83. $18,452,180 raised in the first Four Years
83 #bbcon

84. Newman Center – St. Thomas Aquinas Church
84 #bbcon

85. Making Dreams Come True
85 #bbcon

86. eTapestry Helped to
Make our Dreams a Reality …
And It Can Help You Too!
86 #bbcon

87. Did this session give you the jolt you needed?
Don’t forget to complete
a session survey!
Each completed survey enters you into a drawing to win a
complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be
exchanged, applied to, or combined with any other offer.
87 #bbcon