Post-Campaign Value: The True Measure of Success

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Post-Campaign ValueThe True Measure of Success

• Darrow Zeidenstein, Ph.D
• Senior Consultant Head,
• Digital Solutions Practice

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Prelude
Perception is strong and sight weak. In strategy
it is important to see distant things as if they
were close and to take a distanced view of close
things. --Miyamoto Musashi (1584 - 1645)
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3 Levels of Campaign Value
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Post-Campaign Value
REVENUE
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10
15
20
YEARS
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Case StudyPost-Campaign Value
University of Minnesota

• 1960-1969 less than 1 million/year
• 1970-1984 12 million/year
• 1985-1988 60 million/year (Campaign)
• 1989-1996 60 million/year
• 1997-2002 165 million/year (Campaign)

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What Drives PCV?

• Donor Loyalty
• Replenishing Donor Leadership
• A Compelling Vision

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Donor Loyalty
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The Loyalty EffectFrequency Drives Value
Source Core Group
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The Loyalty EffectConsistency Drives Value
Donors giving in twice the number of years
contribute 6.9 times the dollars
Source Core Group
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Major Gift Donors Give Frequently
Source Core Group
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Major Gift Donors Start SmallPublic University
Example
51 of MG donors started low
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Major Gift Donors Start SmallPrivate University
Example
Source Core Group
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LESSON Dont Let Campaign Leadership Gifts
Drown Out the Equity of the Next Generation of
Donors
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Replenishing Leadership
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Donor Pool Capacity
Green Bands Drive Scope of Campaign
Yellow Bands Drive Internal Opinion of Campaign
And Future Campaign Success
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Capacity ThroughputRealizing Value
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Replenishing LeadershipThe Mid-Point Donor

• Forsaken Territory
• Varies by kind of institutionbut falls between
  annual fund and major gift program levels
• Large number of prospects highly diverse
  segments
• Best source for future volunteer and
  philanthropic leadership in the long term
• Significant factor in campaign giving

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MPD Under PerformanceUniversity Development
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University Case StudyMPDs drive MGs!
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Compelling Vision
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Compelling VisionThree Aspects
!
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Questions or Comments?