Donor-Driven

Case Study Snapshot

benedictine_logo
Benedictine College - Tim Andrews - Emails lead to a conversation

2015-2021
Performance Review and Analysis

Important Disclaimer

While MarketSmart has attempted to make the data and analysis in this report as accurate as possible, the findings herein are dependent on the completeness and accuracy of the data and information furnished by your supporters (found in our Engagement Fundraising System) and the data furnished by you, the customer. Accordingly, MarketSmart is not responsible for any errors or omissions in the report or for the results of using (or any reliance on) the information in the report. 

Additionally, our analysis reflects MarketSmart’s reasoned opinion based on the aforementioned information and data as well as certain assumptions and judgments we have made, including those stated in this report. 

This report is furnished “as is,” without any representations, warranties or guarantees, whether express or implied, including any warranties of completeness or accuracy. The opinions expressed in this report are solely those of MarketSmart.

Data Summary

  • The dataset represented is Benedictine College’s entire donor file from 2010 to 2020

  • Segments represented within the file are

    • Donors engaged by MarketSmart who submitted forms and interacted with offers (represented in yellow)

    • Donors engaged by MarketSmart who did not submit forms or interact with offers (represented in blue)

    • Donors not engaged by MarketSmart (represented in blue)

  • Records that could not be matched to the engagement data are considered ‘Not Engaged by MarketSmart.’

 

Important Note: 

In an effort to normalize the data (reduce skewing), we removed the top ½% (.005) of donors making the largest gifts (approximately 20 per year) thereby eliminating donations of $100,000 or more.

 

Benedictine College CS - Engaged by MarketSmart pie chart

Total Giving

Benedictine College CS - Total Giving chart

At every giving level, individuals engaged by MarketSmart’s Engagement Fundraising System gave more (+1,119% more on average) than the rest of the file.

Upgrade $

Benedictine College CS - Upgrade Dollars

At every giving level, individuals engaged by MarketSmart’s Engagement Fundraising System increased their giving by more than the rest of the file (+474.54% more on average).

Upgrade %

Benedictine College CS - Upgrade Percent

At every giving level, individuals engaged by MarketSmart’s Engagement Fundraising System upgraded at greater rates (+94.26% greater on average) when compared with the rest of the file.

Multi-Year Retention

Benedictine College CS - Multi-Year Retention

At every giving level and in every year, individuals engaged by MarketSmart’s Engagement Fundraising System retained at greater rates than individuals in the rest of the file.

Reactivation %

Benedictine College CS - Reactivation Percent

Individuals engaged by MarketSmart’s Engagement Fundraising System reactivated their giving at a higher percentage compared to the individuals in the rest of the file.

Reactivation $

Benedictine College CS - Reactivation Dollar

Individuals engaged by MarketSmart’s Engagement Fundraising System that reactivated their giving did so while giving substantially more than individuals in the rest of the file.

Pipeline As of3/25/2021

Benedictine College CS - Pipeline

Pipeline As of3/25/2021

Major Giving Potential

This potential major gift revenue is based on an estimated $10,000 major gift amount and conservative close rates.

Benedictine College CS - Pipeline Major Giving Potential-1

Pipeline As of3/25/2021

Legacy Giving Potential

It is generally accepted that the average bequest amount in the US and Canada is around $35,000. Some sectors like healthcare, arts & culture, and higher education report average planned gifts 3 to 4 times that amount.*

 

 

 

 

One supporter documented their gift online and disclosed it’s value at $250,000.

Benedictine College CS - Pipeline Legacy Giving Potential-1

Return On Investment Projections

Revenue From Engaged Supporters                                         $21,677,376
Does not include top .05% of donors (outliers)

Engaged Pipeline (Potential Revenue):                                   $16,333,000

Potential major giving funnel revenues if closed =  $3,792,500

Potential planned giving funnel revenues if closed = $12,540,500

Total Revenue From Engaged Supporters + Pipeline =        $38,010,376

Total investment in MarketSmart (2015 - March 2021) = $374,883

Expected Return On Investment =         $101.40 : $1

$101.40 projected to be returned for every $1 invested.

Benedictine College CS - Engaged by MarketSmart pie chart

Important note: The largest gifts were not included

In an effort to normalize the data (reduce skewing), we removed the top ½% (.005) of donors making the largest gifts (approximately 20 per year) thereby eliminating donations of $100,000 or more.

Predictive Model Data Analysis

Data Analyzed

Approximately 44,000 distinct Constituent IDs were supplied in the data. We were able to match approximately 11,500 IDs (26.14%) to the donor giving data (2010-2020).

In order to maintain consistency, once again we dropped the top 0.5% of donors with the highest average annual giving amounts in order to eliminate the outliers and normalize the data.

 

Predictive Model Data Analysis

Planned Gift Likelihood Scores and their Correlation to Disclosures

Disclosure Analysis

Regarding planned gift likelihood, we first reviewed the 171 supporters who stated in MarketSmart’s survey that they had “already included a gift to Benedictine College in their will, trust, or by beneficiary designation.” 148 out of the 171 donors who disclosed their legacy gift intentions were included in the supplied predictive model data.

Since the average planned gift likelihood score for all 44,000+ records was 504 and the average score for the 148 donors that disclosed their legacy gift intentions was 716 (42% higher than 504), our analysis found that the scores were predictive of planned gift likelihood.

 

Benedictine College CS - Disclosed planned gifts vs likelihood score

Predictive Model Data Analysis

Regarding Correlation Coefficents

Correlation coefficients can range from -1.0 to 1.0 with values closer to 1 (or -1) indicating the strongest positive or negative correlation. A value of 0.4 or above would appear to indicate a strong correlation and 0.7 or above would appear to indicate a very strong correlation.  

 

Benedictine College CS - Correlation Coefficients

Predictive Model Data Analysis

Annual Gift Likelihood Scores and their Correlation to Giving Results 

0.15 Correlation

The correlation between the supplied annual gift likelihood scores and average annual giving appears to be very weak.

Benedictine College CS - Annual Gift Likelihood Avg Annual Gift

0.22 Correlation

The correlation between the supplied annual gift likelihood scores and total giving appears to be very weak.

Benedictine College CS - Annual Gift Likelihood Total Giving

.40 or greater reflects a positive correlation 

Benedictine College CS - Correlation Coefficients

Predictive Model Data Analysis

Major Gift Likelihood Scores and their Correlation to Giving Results 

0.13 Correlation

The correlation between the supplied major gift likelihood scores and average annual giving appears to be very weak.

Benedictine College CS - Major Gift Likelihood Avg Annual Gift

0.21 Correlation

The correlation between the supplied major gift likelihood scores and total giving appears to be very weak.

Benedictine College CS - Major Gift Likelihood Total Giving

.40 or greater reflects a positive correlation 

Benedictine College CS - Correlation Coefficients

Predictive Model Data Analysis

Planned Gift Likelihood Scores and their Correlation to Giving Results 

0.04 Correlation

The correlation between the supplied planned gift likelihood scores and average annual giving appears to be negligible.

Benedictine College CS - Planned Gift Likelihood Avg Annual Gift

0.11 Correlation

The correlation between the supplied planned gift likelihood scores and total giving appears to be negligible.

Benedictine College CS - Planned Gift Likelihood Total Giving

.40 or greater reflects a positive correlation 

Benedictine College CS - Correlation Coefficients

Predictive Model Data Analysis

Analysis

With regards to annual giving and total giving, our analysis found negligible to very weak (at best) positive correlation between the supplied predictive model likelihood scores and the donation data supplied to us. Thus, in our opinion, the scores appear to be not predictive of annual giving and total giving likelihood. 

Note: Please see the important disclaimer above.

 

MarketSmartLogo

imarketsmart.com

Donor-driven major, mid-level and legacy
gift marketing guaranteed to deliver.