imagine the possibilities

AACSB InternationalKnowledge Management & Campaign-Communication Partnerships

Imagine the PossibilitiesHow Knowledge Management Builds Communications-Campaign Partnerships

Shelby Kloures RadcliffeExecutive Director of Campaign AdministrationBucknell University


Christopher CullenDirector, Marketing, Government, Community & Public Affairs

Johns Hopkins Institutions

David J. GibsonDirector of Communications

Dartmouth College

Rebecca VogelDirector of Marketing and Communications

Stanford University

Christina WallaceDevelopment Writer

Bucknell University


Goals

• What is Knowledge Management?

• Opportunities for Strategic Partnerships

• Understanding Your Constituents

• The Communications Plan

• Feasibility, Message Development, and Testing


What is Knowledge Management?

• Information Management – Acquisition, Storage, Retrieval

• Information Analysis

• Business Process & Technology Integration

Biographic Information

Activity Information

Giving Information

Facts

Scores

Responses

Models

Analysis

Reports & Charts

AlertsDelivery

Systems and Technology

Strategic & Informed Decisions and Actions


Opportunities for Strategic Partnerships• Data Acquisition

• Information Integrity

• Understanding the Constituents

• Strategic Communication

• Campaign Communications


Data Acquisition

• Benchmarking (Naming, Performance)

• Prominent Graduates

• Interview Prep - Research

• Vocation Coding

• Data Acquisition– Contact Information– Employment Information

If you scratch my

back, I’ll scratch yours.


Information Integrity

• Common Definitions

• Transparent Reporting

• Milestone Reporting

• Presidential Remarks

•Annual Gift•Cost Per $ Raised•Silent Scholarship•Receipts•Commitments•Leadership Gift

Strong and Active Partnerships with Finance

are Important for Information Integrity


Understanding the Constituents

Young Alumni

Mature Alumni

Parents

Corporations

Foundations

Faculty/Staff

Reunion

Undergraduates

MBAs

PHDs

Accounting

Finance

Marketing

Full Time

Executive



Donors

Lapsed Donors

Never Donors

SYBUNTS

LYBUNTS

Donors

Leadership Donors



• Assumptions We Make– Young alumni behave differently than mature– Reunion matters to everyone– Major affiliation is more important – Graduate degree holders are different– Athletes/Greek/Men/Women/Married/Single

are different



• Assumptions We Make– Graphic messages resonate more than text– Glossy printing is important – Videos work best with younger audiences– Younger constituents aren’t estate planning



• Testing Assumptions Proves them….?– Right

• At one institution, young alumni are much more likely to respond to e-mail communications

– Wrong• At one institution, major is the least important

affiliation, extra curricular connections are most important



• Testing Assumptions Proves them….?– Right

• At one institution, alumni in reunion are more likely to open e-mails with reunion in the subject line

– Wrong• At one institution, constituents don’t want to see

images of current students



• Do you know which of your assumptions are true?

We’ll talk about testing assumptions in a little bit.



• The Fundamental Questions

• Attitudinal Information

• Demographics, Scores, and Segmentation

• Predictive Modeling

• Personas


The Fundamental Questions

• Who are our constituents/donors?

• Why do they get involved/give?

• What formats/content will work best?


The Fundamental QuestionsWhy do they matter?• One size does not fit all

• Busy, savvy constituents

• L.L. Bean

• Budgets are tight.

• It’s the right thing to do.


The Fundamental Questions:How do we answer them?• Attitudinal Information

• Data Mining

• Demographics & Market Segments

• Predictive Modeling

• Cluster Analysis

• Personas


Attitudinal Information

• The Pre-Campaign Survey• Alumni Magazine Surveys• Online Surveys• Senior Surveys• Reunion Surveys• Responses and Participation• Anonymous or not?


Data Mining

• Facts

• Percentages

• Scores


Data Mining

• Facts

• Percentages

• Scores

•Our graduates earn an average of $100K/yr.

•Our graduates work primarily in major cities.

•Our most popular major is marketing.

•Our largest donation is $1.5M.

•Executive MBA program graduates have an average gift size of $250; Traditional MBA program graduates have an average gift size of $760.

•Most of our alumni (3,460) of our alumni live in California.

•Our undergraduate alumni participation is 47%. Our graduate alumni participation is 61%.


Data Mining

• Facts

• Percentages

• Scores

•82% of our alumni live in the tri-state area.

•75% of our alumni who were Greek are donors, 48% of our alumni who were not Greek are donors.

•We have e-mail addresses on 73% of our alumni 1-15 years out and 42% of our alumni 16+ years out. We have e-mail addresses on 80% of our retired alumni.

•Of parents who give, 80% also have business degrees.

•60% of our varsity athlete graduates are donors. 48% of that group gives to athletics, and 52% gives outside of athletics.


Data Mining


Data Mining

• Facts

• Percentages

• Scores

•Prospect Scores

•Capacity•Inclination

•Giving Scores

•RFM (Recency, Frequency, Monetary)

•Engagement/Affinity Scores

•Student Activities, Volunteer Roles, Event Attendance, Online Community Activity, Communication Activity


Data Mining: Scores/Prospect RatingsA $100M+

B $50M-$99M

C $25M-$49M

D $10M-$24M

E $5M-$10M

F $1M-$5M

G $500K-$999K

H $250K-$499K

I $100K-$249K

J $50K-$99K

K $25K-$49K

L $10K-$24K

M $5K-$9K

N $2.5K-$4K

O $1K-$2.4K

P $500-$999

U Unrated Capacity

0 Undetermined Inclination

1 Favorably Inclined

2 Somewhat Inclined

3 Distant or Less Inclined

4 Not Likely

5 Do Not Cultivate

Data Mining: Scores/Prospect Ratings

Principal Prospects

$100M and Up 3

$50M to $100M 3

$25M to $50M 20

$10M to $25M 5

$5M to $10M 31

$1M to $5M 134

Total 196

Major Gift Prospects

$500K to $999K 164

$250K to $499K 315

$100K to $249K 853

Total 1332

Principal & Major Gift Prospects 1528

Suspects

Principal Gift Suspects 16

Major Gift Suspects 3216

Principal & Major Gift Suspects 3232

TOTAL PROSPECT POOL 4760


Data Mining: Scores/RFM

– A numerical representation of giving

– Evaluates giving in past 15 fiscal years

– Ranges from 0-15

– 0-5 points for each area:• Recency: How recently have people given?• Frequency: How often do people give?• Monetary: How much do people give?


Data Mining: Scores/RFM New RFM Score Distribution (11.21.06)

Degreed and Non-Degreed Alumni

0

500

1000

1500

2000

2500

3000

3500

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

RFM Score

Num

ber o

f Alu

mni

Combined Lifetime Giving of $129,543,090.


Data Mining: Scores: Engagement/Affinity

• Current & former volunteer roles (weighted)

• Event attendance

• Student activities (weighted)

• Online community activity

• E-Mail response rates


Demographics & Market Segmentation


Demographics & Market Segments

• Targeting by Generation

• Consumer Behavior Segmentation

• Financial Segmentation

• Communication Segmentation

• Wealth Segmentation


Demographics & Market SegmentsExample: PRIZM Clusters

Urban Uptown Midtown Mix Urban Cores

Elite Suburbs The Affluentials Middleburbs

Inner Suburbs 2nd City Society Micro-City Blues

Landed Gentry Country Comfort Middle America



Urban Uptown Midtown Mix 2nd City Society


Inner Suburbs Urban Cores Micro-City Blues


Second City Elite

Brite Lites Li’l City

Upward Bound







Second City Elite

There's money to be found in the nation's smaller cities, and you're most likely to find it in Second City Elite. The residents of these satellite cities tend to

be prosperous executives who decorate their $200,000 homes with multiple computers, large-screen TV sets and an impressive collection of

wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities–from reading books to attending theater and dance

productions.







Brite Lites Li’l City

Not all of the America's chic sophisticates live in major metros. Brite Lights, Li'l City is a

group of well-off, middle-aged couples settled in the nation's satellite cities. Residents of

these typical DINK (double income, no kids) households have college educations, well-

paying business and professional careers and swank homes filled with the latest technology.







Upward Bound

More than any other segment, Upward Bound appears to be the home of those legendary Soccer

Moms and Dads. In these small satellite cities, upper-class families boast dual incomes, college

degrees and new split-levels and colonials. Residents of Upward Bound tend to be kid-

obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles and

camping equipment.


Cluster Analysis


Philanthropic Motivations

• Loyalty

• Global Impact

• Personal Interest

• Duty

• Empathy

• Mixed Messages


Loyalty

• Earned by the organization

• Population of Loyalty Donors is Declining


Global Impact

• Motivation not organization, but objective

• Unlikely to give to make a non-profit better

• Need most strategic cultivation and stewardship

• Growing percentage of philanthropic population


Personal Interest

• Similar to Global Impact

• 'Global Objective' blends with personal opportunity


Duty

• Common in religious organizations

• Most effective to leave feelings of obligation to the donor.

• Successful strategies focus on making it easier to fulfill the obligation.


Empathy

• Typically low to mid-range donors

• Rarely give regularly - respond to a crisis or "heart-string" need

• Respond to emotional messages in direct marketing.


Mixed Messages

• NPR: If you listen to us every day, it is your duty to give to us. To the loyal donor, it sounds like a spoiled child saying "you owe me dessert after my meal" To the global and personal impact donors, you sound like a company saying "you shop in our stores, it is your obligation to buy our stock."


Predictive Modeling


Predictive Modeling

Focus Participation Efforts Here

Focus Major Gift Fund

Raising Here

Focus on Principal

Prospects Only

High Capacity

Hig

h P

rop

en

sity


Predictive Modeling

$41,789 $210,022$956,914

$13,130,300

$-

$2,500,000

$5,000,000

$7,500,000

$10,000,000

$12,500,000

$15,000,000

-4 THRU 4 5 THRU 9 10 THRU 15 16 THRU 29Propensity Score Groups

`

Propensity Score is 84% Predictive


Understanding our Constituents:

Putting it All Together



Young Alumni

Mature Alumni

Parents

Corporations

Foundations

Faculty/Staff

Reunion

Undergraduates

MBAs

PHDs

Accounting

Finance

Marketing

Full Time

Executive



Young Alumni

Mature Alumni

Parents

Corporations

Foundations

Faculty/Staff

Reunion

Alumni

Alumni Prospects

Alumni Donors


Strategic Communication

• Constituent Patterns

• Constituent Preferences

• Communication Tracking

• Communication Coordination


Campaign Communications

• Selection and Use of External Vendors

• Talking Points for Fund Raisers and Alumni Relations Professionals

• Foundation for Campaign Communications

• Tracking Effectiveness


A Word (or Two) on Testing

DO IT!


Summary


If you remember nothing else…

• KNOW your audience.

• TEST your assumptions.

• BUILD a better segmentation system.

• MEET the audience where they are.

• PARTNERSHIP can make it happen.


Questions

Shelby Kloures Radcliffe

Bucknell University

[email protected]

570-577-3514


Bibliography

• Letting Go of the Words: Writing Web Content that Worksby Janice Redish

• 101 Ways to Make Meetings Active, by Mel Silberman• The One to One Fieldbook, by Don Peppers and Martha Rogers• Research Analytics, by Josh Birkholz• Interviews (referenced earlier)• Creating a Campaign Communications Plan (Presentation), by

Rebecca Smith Vogel, Stanford University – available on SlideShare.Com

imagine the possibilities

Education

constituents donors

constituents assumptions

retired alumni

savvy constituents

constituents dont

email communications

important affiliation

scores rfm recency