Summer Institute for Alumni Relations Pre-Institute Sessions-Using Analytics to Assess Your Prospect Base and Campaign Success

Using Analytics to Assess Your Prospect Base and Campaign Success

Pdf Summary

In this document, Jami Hougen Johnson discusses the use of analytics in assessing prospect bases and campaign success. She highlights the growth of campaigns in recent years and the need for individual giving to close the gap in funding for research institutions. Johnson breaks down the campaign timeline into three phases: pre-campaign planning, feedback and feasibility, and campaign planning.<br /><br />During pre-campaign planning, Johnson suggests building a campaign team that includes data analysts, gift officers, alumni relations, marketing and communications staff, and junior staff. It is important to assess analytics readiness by reviewing metrics, identifying what is working and what needs to change, and evaluating data needs.<br /><br />To explore potential growth scenarios, Johnson suggests using gift charts, depth charts, and interest indicators. These tools help estimate the number of gifts and proposals needed to meet fundraising goals.<br /><br />In the feedback and feasibility phase, Johnson advises benchmarking metrics, involving deans and directors of development for realism and partnership, and aligning the plan with the vision and ambition of leadership.<br /><br />In the campaign planning phase, it is crucial to revise materials, set the plan in motion, and develop a pipeline. Johnson emphasizes the importance of effective communication, learning from colleagues and data, and continuously evaluating and realigning the plan.<br /><br />During the campaign, it is essential to celebrate successes, report progress, evaluate coverage, and study results. Johnson recommends creating a campaign report and reflecting on the strategies and outcomes.<br /><br />Johnson also provides additional information on resources, analytical tools and training, and staffing assessment. She encourages organizations to build their in-house capacity for analytics and foster collaborative relationships within and outside the organization.<br /><br />Overall, Johnson emphasizes the importance of leveraging analytics to assess prospect bases and campaign success, and provides practical guidance for implementing data-driven strategies.

Keywords

analytics

prospect bases

campaign success

individual giving

pre-campaign planning

feedback and feasibility

campaign planning

data analysts

gift charts

depth charts