In my time at University advancement I have gained insight into the processes by which we gain and retain donors. I would like to share my experience briefly.
Metrics:
We track a variety of metrics to track our performance over the course of both a fiscal year and our multi-year campaigns. First among them is the Alumni Participation rate, which tracks how many alumni have given in a period. This number is extra important because it is a number that is factored into the metrics by which universities are measured in the US World News college rankings. Another important set of metrics are the PA LYBUNT/SYBUNT numbers.
PA, or President’s Associate, level donors are donors who give more than $1,000 in a given year. LYBUNTS or, Last Year But Unfortunately Not This, donors are donors who gave in the last year but not the current one. SYBUNTs are donors who gave in some year, but not the current one.
The $1,000 barrier is an extremely important point for us. Donors who give beyond $1,000 in a given year warrant research and potentially major gift officer or annual gift officer visitation.
LYBUNT and SYBUNT, and to a lesser extent, participation, metrics tell the story of how well we are retaining our donors.
Retention:
Great care is taken to get and keep updated lists of LYBUNT and SYBUNTs. These lists become target lists for student callers as part of our phonathon program. Additional information baked into the metrics can tell us if their previous gifts were made as a result of phonathon solicitation, these can be targeted first.
Near the end of the fiscal year, which for us runs July 1 to June 30, these lists take on new importance, and an all hands on deck effort is launched to call LUBUNTs to attempt to get them to give. Even people who usually do not talk to donors make calls, making it an effective all hands on deck operation.
Our stewardship efforts are critical to donor retention, especially for our largest donors. We must demonstrate the impact of their gifts. Scholarship donors get to meet their scholarship students, donors who give to buildings get to see their donor signage. Showing donors that you have made good use of their gift is the best way to get them to continue giving.