Prospect metrics and how we use them in a £500m campaign
Hannah Wakeford and Alice Diggory
Background
• King’s College London and King’s Health Partners
• Combined hospital and university fundraising operation
• World questions|King’s answers – a £500 million campaign
• Public launch in November 2011
• 3 key strands – Cancer, Leadership & Society, Neuroscience & Mental Health
• Why add value?
• Identify, allocate & monitor prospects throughout cultivation cycle
• Best placed to coordinate prospect management across KHP and University fundraising teams
• Ensuring that research and information is used to most effectively achieve campaign goals
Objectives
Adding value through progress reporting
• How we report on progress to the wider department in relation to our campaign target
Adding value by maintaining high standards
• How we use metrics to maintain high standards in the Research Team in relation to prospect management
Next steps
Progress reporting
Gift table – Somerset House East Wing project
Size of Gift
Average Gift Size
Total
number of
Gifts
needed
Total
number
gifts
received
so far
Total value of
gifts received
so far (£)
Total Gift Amount
needed (£)
Total Gift amount
needed at 1/5/2011
(£)
Total
number
gifts still
needed at
1/5/2011
Prospects
Required
at
1/5/2011
Total no. Prospects
of
still to be
prospects identified
in
tracking
£20M+
£10M-£19.9M
£5M-£9.9M
£1.5M-£4.9M
–
£500k-£1.49M
£100k-£499.9k
£50k-£99.9
£10k-£49.9
£1k-£9.9k
<£1k
Total
20,000,000
12,000,000
5,000,000
2,000,000
750,000
250,000
75,000
30,000
5444
0
1
1
1
1
1
3
3
10
many
0
0
0
0
0
0
0
0
0
0
0
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£0.00
£12,000,000.00
£5,000,000.00
£2,000,000.00
£750,000.00
£250,000.00
£225,000.00
£90,000.00
£54,440.00
£25,000.00
£0.00
£12,000,000.00
£5,000,000.00
£2,000,000.00
£750,000.00
£250,000.00
£225,000.00
£90,000.00
£54,440.00
£25,000.00
£20,394,440.00
0
1
1
1
1
1
3
3
10
many
21
0
5
5
5
5
5
15
15
50
many
105
0
3
4
3
14
67
38
38
27
n/a
194
£20,394,440.00
0
2
1
2
-9
-62
-23
-23
23
n/a
Progress reporting 2
Prospect analysis
• Prospect movement between the cultivation stages
Jun-11
Jul-11
Aug-11
Research
Planning
Cultivation 1
Cultivation 2
Cultivation 3
985
961
890
340
360
452
409
418
445
175
178
207
86
89
114
• Composition of major prospects (£100k +)
Donors
Non-Donors
Total
Alumni
Non-Alumni
Total
114
123
237
318
633
951
432
756
1188
Asked Unconfirmed
Pledge
85
31
81
27
88
30
TOTAL
2111
2114
2226
Progress reporting 3
Prospect numbers
Fundraiser
prospects at target
Aug 2011
Still
needed
Director of Fundraising and
Supporter Development
University Fundraising Director
Associate Head of Principal
Gifts
Head of Major Gifts
MG Fundraiser
MG Fundraiser
MG Fundraiser
MG Fundraiser (SE Asia)
MG Fundraiser
MG Officer 1
MG Officer 2
Head of High Value and Alumni
Fundraising
Leadership Giving Manager
Leadership Giving Manager
Leadership Giving Officer 1
Leadership Giving Officer 2
Leadership Giving Officer 3
Leadership Giving Officer Special Projects
CASE Graduate Intern
Trusts and Foundations Officer
11
0
-11
18
66
20
50
2
-16
41
105
62
106
116
0
126
103
132
50
120
120
120
120
120
120
120
50
9
15
58
14
4
120
-6
17
-82
120
170
101
86
95
0
120
120
120
120
120
35
0
-50
19
34
25
35
45
117
20
120
-25
3
total
165
Progress reporting 4
Other metrics and measurements
• Prospects found per month – target of 60
• Prospect source – academic, clinician, prospect, senior volunteer, research team proactive, research team data
mining, self identified, unknown
• Measure how long a prospect stays at each cultivation stage
• % of prospects that develop into an ask or gift
Maintaining high standards
Research Team Raisers Edge targets
Results
Area of Interest
Prominent Alumni
Philanthropic Interest
Gifts to Other Orgs
Sep
1070
1783
400
1032
Dec
1090
1806
484
1147
Mar
1120
1813
587
1186
Jun
1203
1825
1139
1227
Area of Interest
Prominent Alumni
Philanthropic Interest
Gifts to Other Orgs
Sep
na
na
na
na
Dec
1100
1900
450
1200
Mar
1300
1950
590
1250
Jun
1300
1950
740
1400
Targets
Maintaining high standards 2
Monitor information added to proposals
Maintaining high standards 3
Other metrics and measurements
• Relationship building with fundraisers to measure effectiveness
• Monitoring the pipeline – spontaneous donors, new volunteers, new event attendees etc.
Next steps
• Measuring the quality of our prospects
• Analysis of our results
• External analysis of our pipeline and propensity modelling
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Prospect metrics and how we can use them for effective progress