Regional Hot Spot Identification Benefits and Techniques Eric Patterson Associate Director, Prospect Analytics, Colorado State University Communications Director, APRA Colorado

 67 members  Two to three educational conferences per calendar year o Past speakers: Susan Hayes-McQueen, Lisa Howley, David Lamb, David Lawson, Armando Zumaya  Mentoring program  Networking and job opportunities  Fascinating newsletters To secure major gifts, engage the right prospects frequently and often. Colorado Professional Researchers for Advancement (APRA Colorado)

 11 colleges and units; central regional principal gifts team  600,000 entities in constituent database (Ellucian Advance)  45 front-line development officers  2,200 assigned individual prospects To secure major gifts, engage the right prospects frequently and often. Colorado State University Advancement

1.Why perform it? 2.How to perform it? 3.How to employ it? To secure major gifts, engage the right prospects frequently and often. Regional Hot Spot Identification

 Where should development officers travel?  Which areas provide the largest return on investment? (Travel costs and staff time) Why perform it?

The one-sentence conclusion: To secure major gifts, engage the right prospects frequently and often. Development Officer Activity Leading to Major Gifts (Study completed Fall 2012)

 Informs partnerships with other constituencies (Alumni Relations, Admissions, President’s Office)  Opportunity for collaboration between central and college/unit fundraising units Other benefits:

Jack Kerouac School of Disembodied Poetics Regional Hot Spot Identification How to perform it?

1.Choose which factors to incorporate. 2.Determine the weighting of those factors. 3.Assemble household/entity counts by individual region. 4.Standardize factors. 5.Compute hot spot scores for each region. To secure major gifts, engage the right prospects frequently and often. Developing a hot spot score

Define “hotness”

 What types of household/entity counts can be provided? How specific a query?  At what level of granularity? (State, metro, or city level?)  In what format? (Adaptable to spreadsheet solution?) To secure major gifts, engage the right prospects frequently and often. Success depends on your data and your partnership with Computing Systems/Reporting:

 “Promising prospects”  Alumni  Donors  Parents  Assigned prospects To secure major gifts, engage the right prospects frequently and often. Potential measures of “hotness”

Hot Spot Score Factors 1.“Promising Prospects” (Note: Unvetted list for analysis only)  $50K+ estimated gift capacity  JKS alumnus or JKS current parent or JKS donor (Friend) since FY13 2.JKS active assignments 3.JKS alumni donors to the School since 2004

Hot Spot Score Weighted Factors 1.“Promising Prospects” – 40%  $50K+ estimated gift capacity  JKS alumnus or JKS current parent or JKS donor (Friend) since FY13 2.JKS active assignments – 40% 3.JKS alumni donors to the School since 2004 – 20%

Household Counts by Region

For each factor: Determine MIN and MAX of range of counts For each region: Standardized value = To secure major gifts, engage the right prospects frequently and often. Standardize factors to scales (count – MIN) (MAX – MIN) X 100

Standardized Factors by Region

Compute Hot Spot Score by Region Using Factor Weightings

How to employ it? Inform strategy. Foster dialogue.

To secure major gifts, engage the right prospects frequently and often. 11 colleges and units 386 metropolitan areas considered 8 metropolitan area hot spots common to 8+ college/unit top 10 lists (3 hot spots on all lists) 12 metropolitan area hot spots common to 4+ college/unit top 10 lists Where the hot spots are (and where they are not) might surprise you!

Jack Kerouac School Regional Hot Spots RankRegion Hot Spot Score (0 to 100) # of Promising Prospects (Households)Regional DoD 1Washington, DC8332Johnson 2Los Angeles6944Masters 3Chicago6739Johnson 4New York5735Johnson 5Bay Area5357Levitt 6Phoenix3222Masters 7Austin3210Woods 8Dallas-Fort Worth3115Woods 9Houston2816Woods 10Albuquerque-Santa Fe2512Masters

Thank You! Eric Patterson, Associate Director, Prospect Analytics