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

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Progress reporting

Gift table – Somerset House East Wing projectSize 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. of prospects in tracking

Prospects still to be identified

£20M+ 20,000,000 0 0 £0.00 £0.00 £0.00 0 0 0 0£10M-£19.9M 12,000,000 1 0 £0.00 £12,000,000.00 £12,000,000.00 1 5 3 2£5M-£9.9M 5,000,000 1 0 £0.00 £5,000,000.00 £5,000,000.00 1 5 4 1£1.5M-£4.9M 2,000,000 1 0 £0.00 £2,000,000.00 £2,000,000.00 1 5 3 2£500k-£1.49M 750,000 1 0 £0.00 £750,000.00 £750,000.00 1 5 14 -9£100k-£499.9k 250,000 1 0 £0.00 £250,000.00 £250,000.00 1 5 67 -62£50k-£99.9 75,000 3 0 £0.00 £225,000.00 £225,000.00 3 15 38 -23£10k-£49.9 30,000 3 0 £0.00 £90,000.00 £90,000.00 3 15 38 -23£1k-£9.9k 5444 10 0 £0.00 £54,440.00 £54,440.00 10 50 27 23<£1k many 0 £0.00 £25,000.00 £25,000.00 many many n/a n/aTotal 0 £0.00 £20,394,440.00 £20,394,440.00 21 105 194

• Prospect movement between the cultivation stages

Progress reporting 2

Research Planning Cultivation 1 Cultivation 2 Cultivation 3 Asked Unconfirmed Pledge

TOTAL

Jun-11 985 340 409 175 86 85 31 2111Jul-11 961 360 418 178 89 81 27 2114Aug-11 890 452 445 207 114 88 30 2226

• Composition of major prospects (£100k +)

Prospect analysis

Alumni Non-Alumni TotalDonors 114 123 237

Non-Donors 318 633 951

Total 432 756 1188

Prospect numbers

Progress reporting 3 Fundraiser prospects at

Aug 2011target Still

neededDirector of Fundrais ing and Supporter Developm ent

11 0 -11

Univers ity Fundrais ing Director 18 20 2Associate Head of Principal Gifts

66 50 -16

Head of Major Gifts 41 50 9MG Fundraiser 105 120 15MG Fundraiser 62 120 58MG Fundraiser 106 120 14MG Fundraiser (SE As ia) 116 120 4MG Fundraiser 0 120 120MG Officer 1 126 120 -6MG Officer 2 103 120 17Head of High Value and Alum ni Fundrais ing

132 50 -82

Leadership Giving Manager 120 120 0Leadership Giving Manager 170 120 -50Leadership Giving Officer 1 101 120 19Leadership Giving Officer 2 86 120 34Leadership Giving Officer 3 95 120 25Leadership Giving Officer - Special Projects

0 35 35

CASE Graduate Intern 45 20 -25Trus ts and Foundations Officer 117 120 3

total 165

• 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

Progress reporting 4Other metrics and measurements

Research Team Raisers Edge targets

Maintaining high standards

Results Sep Dec Mar JunArea of Interest 1070 1090 1120 1203Prominent Alumni 1783 1806 1813 1825Philanthropic Interest 400 484 587 1139Gifts to Other Orgs 1032 1147 1186 1227

Targets Sep Dec Mar JunArea of Interest na 1100 1300 1300Prominent Alumni na 1900 1950 1950Philanthropic Interest na 450 590 740Gifts to Other Orgs na 1200 1250 1400

Monitor information added to proposals

Maintaining high standards 2

Maintaining high standards 3

• Relationship building with fundraisers to measure effectiveness

• Monitoring the pipeline – spontaneous donors, new volunteers, new event attendees etc.

Other metrics and measurements

Next steps

• Measuring the quality of our prospects

• Analysis of our results

• External analysis of our pipeline and propensity modelling