ALUMNI/DONOR CENSUS
DEVELOPMENT IN-SERVICEOCTOBER 15, 2009
ALUMNI/DONOR CENSUS
FY ‘09 FUND RAISING SUCCESS FY ‘10 OPERATING PLAN INITIATIVES
Prospecting from the Census
ALUMNI/DONOR CENSUS
CENSUS RESPONDENTS ARE FUTURE DONORS TESTED WITH 1994 CENSUS RESPONDENTS
ACT OF RESPONDING POSITIVELY CORRELATES WITH FUTURE GIVING
30,000 HAVE NO CENSUS LEAD ASSIGNED
ALUMNI/DONOR CENSUS
2,146 prospects have been assigned 76% of assigned prospects are not on active PMATS Over 400 assigned prospects have been contacted
since Census assignment date (19%) 107 prospects have been added to PMATS Average lifetime giving of newly added PMATS
prospects = $40,000
Ways to Use Census Responses
Read on Advance Pull DPRs for prospecting; stewardship Learn about your constituency
To see the full census, look for Census 2008 in the Additional Information window on the Advance profile. Census 1994 and Census 2008.
How you are supported..
Go on Advance and read about your prospects and donors;
Discuss a DPR report with your Research colleague;
Be the census lead for promising suspects.
How to get assignment
Request census lead as you would a PMATS assignment or
Contact Wayne Camp, in the Prospect Management Office (ext.42384)
E-mail with screen shots will be sent this afternoon
Real life experiences
Major Gift DODs:
Jasmine Payne
Minda Harts
Census Project Results
Learned from summary data Prospecting from respondents Prospecting from extrapolated pool coming by
end of the year Focus groups
Out of all those who answered the question about the quality of their current interactions with UCLA, nearly as many said fair or poor as said excellent or good.
Quality of My Current Interactions with UCLA
15,432
13,145
0 4,000 8,000 12,000 16,000 20,000
Excellent/Good
Fair/Poor
Attitude Variations
The degree of satisfaction was in about the same proportion regardless of school, age, ethnicity…
Current Interaction Responses - Degree School
477
417
708
118
997
746
268
288
399
1,402
280
8,259
471
243
475
88
1,013
646
132
242
316
1,284
361
7,411
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000
Arts & Architecture
GSOM
GSEIS
Dentistry
HSSEAS
Law
Nursing
Public Affairs
Public Health
Anderson
TFT
UCLA College
Excellent/Good Fair/Poor
Current Interaction Responses - Age
853
346
828
1,859
2,665
2,757
3,102
3,022
630
245
731
1,579
2,276
2,401
2,694
2,589
0 500 1,000 1,500 2,000 2,500 3,000 3,500
Did not Answer
80s+
70s
60s
50s
40s
30s
20s
Excellent/Good Fair/Poor
Attitude Variations
Perhaps unfortunately, wealthier respondents were unhappy in the same proportion as less wealthy respondents.
We have identified anyone from this group worth $5M + who has a PMATS manager and we will be in touch.
Current Interaction Responses - Household Net Worth
121
163
391
3,361
3,997
4,493
2,906
86
136
348
2,619
3,419
3,943
2,594
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
$25,000,000+
$10,000,000 - $24,999,999
$5,000,000 - $9,999,999
$1,000,000 - $4,999,999
$250,000 - $999,999
Under $250,000
Did not Answer
Excellent/GoodFair/Poor
Attitude Variations
Not surprisingly, donors were more likely to be positive than non-donors, and alumni association members than lapsed or never members.
Current Interaction Responses - Lifetime Giving
4,983
6,427
2,948
860
176
28
2
8
6,207
5,151
1,539
216
29
3
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
0
$1-$999
$1K-$9.9K
$10K-$99K
$100K-$999K
$1M-$4.9M
$5M-$9.9M
$10M+
Excellent/Good Fair/Poor
Current Interaction Responses - Alumni Association Member Status
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Life Member
Annual Member
Lapsed Member
Never Member
Excellent/Good Fair/Poor
Attitude Variations
Where there were instructive patterns had to do with proximity and recency of interaction with UCLA
Current Interaction Responses - Home Region
257
2,360
337
140
1,920
570
1,458
1,292
987
1,284
2,156
779
1,634
407
2,601
364
182
2,043
511
1,207
1,175
740
893
1,515
400
805
0 500 1,000 1,500 2,000 2,500 3,000
International
Other Out of state
New York Region
Seattle Region
Northern California
San Diego
Orange County
Glendale/Pasadena/SGV
Downtown LA
South Bay
Ventura/SFV
North Bay
West Los Angeles
Excellent/GoodFair/Poor
Current Interaction Responses - Last Time you were on the UCLA Campus
8,259
2,525
1,726
2,170
4,080
2,625
2,269
3,502
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000
Within the year
1-2 years ago
3-5 years ago
More than 5 years ago
Excellent/Good Fair/Poor
Current Interaction Responses - Last time you attended an off-campus UCLA
event or activity (football game, reunion, regional reception, extension course)
5,609
1,977
1,433
3,618
2,202
1,646
1,554
5,049
0 1,000 2,000 3,000 4,000 5,000 6,000
Within the year
1-2 years ago
3-5 years ago
More than 5 years ago
Excellent/Good Fair/Poor
Attitude Variation
Interestingly, even among prospects who indicate strong likelihood of giving $50K+, there are those whose current relationship is rated fair/poor
Current Interaction Responses - Donate $50K in Lifetime
601
515
1,456
1,652
2,372
7,395
1,441
182
220
726
1,079
1,836
8,017
1,085
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000
Extremely Likely
Very Likely
Somewhat Likely
Somewhat unlikely
Very Unlikely
Extremely unlikely
Did not Answer
Excellent/Good Fair/Poor
Summary
Potential Focus Groups
To randomly select from these respondents* to ask targeted questions about the reasons for less positive responses
*Targeting Los Angeles area, Northern CA, Seattle and N.Y. *HH net worth $250k+, answered “fair/poor” and likely to
make $50k gift in lifetime Next step to follow up with respondents. In discussion
with University Comm. Results will be shared
Donors Find prospects among the respondents; Ask Research
and PMATs staffs for help Stay tuned for more prospects from the ‘extrapolated’ pool
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