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