Using Data Analysis to Improve Results Lisa Spivak, Mills College Laura Christian, Wellesley College Fast Facts
Founded in 1852
Oakland, California
997 undergrads (women only); 611 grad students (women & men)
UG solicitable base: 12,500
2014 Goals: 25% participation and $4.5M raised
2014 Results: 26% participation and $4.8M raised
Annual fund totals highly variable based on institutional gifts & other restricted fund outliers Mills College
Using Data to Improve Results Challenges/opportunities
Young annual fund (2005)—”acquisition mode”
Nontraditional student population since 1990s
Decentralized annual fund staffing structure
Consecutive giving society launched 2013
Mills College
Using Data to Improve Results Data management & analysis
Reports
◦ Dashboard
◦ Tableau reporting tool
◦ “Actionable”
Partnering with Advancement Services
Enhancing data quality
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results Dashboard report
Weekly snapshot
Breakdown by channel
Retention rate of various segments
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results OIA Dashboard Report
Mills College
Using Data to Improve Results Tableau
$900 for one 3-year license
Self service
Renewal profile
Longitudinal appeal info
Mills College
Using Data to Improve Results Tableau Reporting Tool
Mills College
Using Data to Improve Results Tableau Reporting Tool
Mills College
Using Data to Improve Results Partnering with Advancement Services
Educate
Communicate
Come up with solutions together
Mills College
Using Data to Improve Results Partnering with Advancement Services
Be able to answer the questions…
Why does this data matter?
How do we make this data “actionable”?
Mills College
Using Data to Improve Results Enhancing data quality
Data appends
Surveys
Phonathon calls
Mills College
Using Data to Improve Results Fast Facts
Founded in 1870 2,347 undergrads 30,000+ donors in solicitable base 2014 Goals: 50% participation & $10.5M raised 2014 Results: 53.4% participation & $11.4M raised
Wellesley College
Using Data to Improve Results The Wellesley Fund (TWF) Task Force
AVP of Resources Director of Wellesley Fund Marketing Consultant Marketing Director Associate Director, Dev. Services (AKA Data Guru)
Wellesley College
Using Data to Improve Results TWF Task Force
2-hr. weekly meetings Short-term/long-term projects (mailings, emails, phonathon, challenges, etc.) Data analysis Creative briefs
Wellesley College
Using Data to Improve Results First Mail Appeal Results Previous 4 Years and Relevant Time Period
Wellesley College
Using Data to Improve Results FY13 Sept Mail Appeal Results – by decade
Wellesley College 1.1% Spent $1.54 to raise $1!
Using Data to Improve Results
September Appeal Brief Notes from meetings incorporated Briefs must contain the following: ◦ Overview and author ◦ Target audience ◦ Action we want taken ◦ Potential barriers ◦ Main messages ◦ Mandatories
Wellesley College
Using Data to Improve Results
The September Appeal – mailed version Monarch paper Warm Heart-felt Giving Thanks Date of last gift
Wellesley College
Using Data to Improve Results End of September FY14 Results!
Wellesley College
Using Data to Improve Results FY14 The Wellesley Fund (TWF) Q1: Results as of September 30, 2013 Goal YTD 2014 YTD 2014 % of Goal Projectio Results n Wellesley $10,500,000 $420,000 Cash: $875,410 8.3% Fund (Commitments: (9.4%) $992,201) Alumnae 15,299 1,025 1,437 9.4% Donors (Participatio n stands at 4.7%) Alumnae 128 Durants All 146 Durants FY14 The WellesleyFund (TWF)Table of Gifts TWF $$ comparison over 5 years TWF donor comparison over 5 years FY14 YTD Alumnae Participation by Donor Behavior and Channel
Wellesley College
Using Data to Improve Results FY14 TWF Q1 Cash Results by Channel
Wellesley College
Using Data to Improve Results Durants (All Sources) Comparison to Previous 5 Years
Wellesley College
Using Data to Improve Results FY14 September appeal mail results
Response Rates ◦ Overall 6.8% (680 Donors of 10,025 Overall Base) Durant Renewal 5.0% (36 Donors of 725 Base) Do 9.2% (610 Donors of 6,625 Base) Will 1.3% (34 Donors of 2,675 Base) Cash ◦ Overall $209,133 Durant Renewal $85,900 Do $117,793 Will $5,440
Wellesley College
Using Data to Improve Results FY14 September appeal mail results compared to previous 4
Number of Appeal FY Appeal Gifts Base Total Smallest Largest Average Median
2014 A0114 683 10,025 $209,233 $ 5 $ 5,000 $ 699 $ 200
2013 A0113 744 20,571 $259,469 $ 1 $ 20,000 $ 684 $ 200
2012 A0112 717 24,525 $284,910 $ 1 $ 15,000 $ 738 $ 200
2011 A0111 363 23,940 $134,833 $ 2 $ 5,000 $ 800 $ 200
2010 A110 239 24,128 $ 83,536 $ 10 $ 10,000 $ 1,614 $ 1,375 Wellesley College
Using Data to Improve Results
Rest of FY14/Planning for FY15 Hiccups – specifically October Persona work Segmentation strategy for FY15 ◦ Reunion cohort ◦ Non-Reunion Durant cohort ◦ Non-Reunion 1st time donor cohort ◦ Non-Reunion Not Yets cohort ◦ Non-Reunion sporadic donors cohort ◦ Non-Reunion “Those who’ve made a gift for the last 2-5yrs and 6-10yrs Wellesley College
Using Data to Improve Results
Questions?
Mills College & Wellesley College
Using Data to Improve Results