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WEBINAR LOGISTICS

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We’ll be taking questions during the entire session

in the chat window.

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Fundraising Trends in K-12 Independent EducationWhat’s driving success and proven strategies for your school!

Your Hosts:Patrick BassettPresidentNAISbassett@nais.orgtwitter.com/patbassettfacebook.com/naisnetwork

Kimberly KubikDirector of AdvancementShady Hill Schoolkimberly_kubik@shs.org

Todd CohenFounderPhilanthropy North Carolinatoddcohen49@gmail.comhttp://philnc.org

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T HE BL ACKBAUD INDE X – RE S ULT STO D D C O H E N , P H I L A N T H R O P Y N O R T H C A R O L I N A

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BLACKBAUD INDEX OF CHARITABLE GIVING

• Overall charitable revenue down 3.1% for 3 months ended Sept. 2012, compared to same period in 2011

• Trend based on $8.3 billion in 12 months’ revenue from 2,931 nonprofits

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BLACKBAUD INDEX OF ONLINE GIVING

• Online revenue up 2.7% for 3 months ended Sept. 2012, compared to same period in 2011

• Trends based on $379 million in 12 months’ online revenue from 1,926 nonprofits

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BLACKBAUD INDEX OF K-12 GIVING

• Overall K-12 charitable revenue up 3.1% for 3 months ended Sept. 2012, compared to same period in 2011

• Based on $499 million in 12 months’ revenue from 321 schools

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BLACKBAUD K-12 ONLINE INDEX

• K-12 online charitable revenue up 17.6% for 3 months ended Sept. 2012, compared to same period in 2011

• Based on $30 million in 12 months’ revenue from 132 schools

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ANNUAL GIVING AT INDEPENDENT SCHOOLS

• Averaged $1,149 per student in fiscal 2012 at more than 1,400 member schools of NAIS (National Association of Independent Schools)

• Up from $1,119 in fiscal 2011

• Still below $1,573 in fiscal 2008 – before collapse of economy

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WHAT’S HAPPENING

• Uncertainty about economy and politics

• Tough for nonprofits to find new donors, while holding onto existing donors

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T RE NDSPAT R I C K B A S S E T T, P R E S I D E N T, N A I S

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• Independent schools tend to attract higher-income families who can afford tuition and are more insulated from recession

TRENDS – THE 5%

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TRENDS – CONSTITUENTS HEAVILY INVESTED

• Constituents heavily invested in independent school s, literally & figuratively:

- Tuition has been growing 3 percentage points a year, on average, yields higher proportion of wealthier clients.

- Alumni, parents, & grandparents see direct, not indirect returns.

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TRENDS – GROWING SOPHISTICATION IN ADVANCEMENT

• Growing sophistication in advancement offices

- Schools learning stewardship and donor relations deserve concrete programmatic attention and expertise

- New awareness about how you treat existing donors in months and years after they make a gift is as productive, if not more so, than designing cultivation strategies for new donors.

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TRENDS – DEVELOPMENT OFFICE

• Growth in development office duties, titles, staffi ng

- Return = 3-to-5 times investment

- Average advancement office = 1 person, with modest outcomes

- Heaviest staffed schools produce the big results

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W HAT ’S W ORKING

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• Early and persistent cultivation of donors- Identify class agents & class gifts early; cultivate them annually

• Tell compelling stories that focus on people- ‘Sticky’ messages & market segmentation

• Communicate with donors using vehicles they prefer, including mobile and digital media- Don’t assume generational rules of thumb apply to all

WHAT’S WORKING

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WHAT’S WORKING

• Annual Campaigns with distinctive identities- “Fill the tuition/expense gap” not inspiring anymore (if it ever was)- Lots of annual giving restricted options by themes and programs

• Board Contracts with “giving & solicitation expectat ions” articulated

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WHAT’S WORKING

• Staffing up- Major gift officer for prospect identification, courting, soliciting, closing &

moving on- The new Pyramid of Giving: 95/5 rule

• Feasibility studies on inclination, and on philanth ropic capacityof donor base:- Electronic wealth screening makes analysis of overall capacity an accessible

& attractive avenue of pursuit- Estimating capacity (on shoestring budget) by using public data

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GIVING TO EDUCATIONSOURCE: CENTER ON PHILANTHROPY, INDIANA U, 2007

Prioritization of Giving of 3% of income?Who sacrifices the most to give?

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PERCENT OF INCOME DONATED BY QUINTILE

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MIND THE GAP: CASE CURRENTS – 12.12

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MIND THE GAP: CASE CURRENTS – 12.12

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W HAT ’S W ORKING: PART 2K I M B E R LY K U B I K , D I R E C TO R O F

A D VA N C E M E N T S H A D Y H I L L S C H O O L

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• Shortened versions of annual drives

• Research on parents, understanding where they work and live, and their interests

• Segmenting the ask

• Creating a culture of giving

WHAT’S WORKING

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PANE L D IS CUS S ION

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DONOR RETENTION

• Many schools lose donors each year

• Retention requires personalization, relationships, partnerships and stewardship

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YEAR-END FUNDRAISING

• Crucial fundraising period• Be realistic in setting goals• Avoid appearing anxious or desperate• Give each board member names of 10 donors• Calls and visits should be personal• Board members should be prepared, able to tell a story that is

concise, clear, compelling

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Questions?

nais.orgBlackbaud.com/k12 | philnc.org|