1. Air Ball to Alley Oop: The Freshman Parent Data Collection Process
Emily Marshall
Villanova University
Associate Director, Advancement Services

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4. Ranked #1 nationally for UG business schools by Bloomberg Businessweek
Roman Catholic institution founded by the Order of Saint Augustine in 1842, located in Villanova, PA
Ranked in the top 50 of the nation’s best colleges and universities by U.S. News & World Report in the 2017 “Best Colleges” rankings
Ranked #1 nationally for UG business schools by Bloomberg Businessweek
2016 NCAA Men’s Basketball Champions
First NATIONAL ranking, as opposed to regional ranking this year.

5. Kris Jenkins' 3-pointer at the buzzer!

6. About 7,000 Undergraduate Students enrolled
By the Numbers
265,000+ Constituents
About 120,000 Alumni
About 13,000 Current Parents
About 7,000 Undergraduate Students enrolled
Approximately 1,600 Freshman, for a total of about 3,200 Freshman Parents.
Why is the Freshman Parents group so important you might ask?

7. Villanova University Launches Historical $600 Million Comprehensive Capital Campaign:
Began in 2008, Public Phase launched in Closes in 2018.
Increased need to find new donors to make this possible.
NEXT, Which sparked some fear in the Parents Program, a.k.a.

8. On Valuable Parent Data
So what’s an Office to do to increase parent engagement and therefore parent dollars?
On Valuable Parent Data

9. Increase Parent Program Staff From 1 to 3 staff members
Increase Parent Events
Essentially 2 years to build relationship with parents
New Student Send Off Receptions
30+ Events around the country with incoming freshmen, their parents, past parents, young alumni and a University Advancement Staff Member
Resource, Not just a Fundraiser
“Burns Hall” Event at Parents Weekend
Exclusive event held at the President’s house for those non-alumni parents rated at $250k+
Follow up solicitation too all invitees with specific asks based on rating
Research and Ratings on these new prospects
Allows for efficient and effective outreach
Increase Parent Recognition and Involvement
Parent Ambassadors Committee
Combination of Gift Recognition ($5k minimum) and Volunteer Opportunities
Parents Executive Committee
Major Gift Prospects
By JR year, parents are, for the most part, checked out. Either are involved, or are on their way out.
So start with a non-fundraising related event, as to not intimidate or offend.
Burns Hall – self-identify opportunity
Red indicates data driven items.
NEXT How were we going to meet the increasing needs for parent data?

10. ADVANCED ACCESS to parent data
Prior to 2000, parent data was collected via a paper form and manually entered.
Prior to 2010, parent data was collected via an ongoing process through a web form and was not complete until October.
MORE DATA!
Prior to 2010, we 88% of incoming Freshman parent data each year.
Improvement was a MUST!
88% was ok, but October was NOT acceptable for taking advantage of key engagement opportunities for parents.
NEXT Keys to make this happen

11. Keys that made change possible: ADVANCED ACCESS
Availability of parent data electronically from the Common Application with deadlines
Early Action decisions distributed mid-December
Regular decisions distributed mid-March
Deposits due for Early Action and Regular Decision acceptances on May 1st.
MORE DATA
Applicants feel more compelled to supply parent info on application than being directed to website later after acceptance.
TEAMWORK
Group effort between departments
Admissions, University Information Technology (UnIT) – Imaging/Nolij Programmers, Programming and Advancement Services.
This process began in 2010 when it trickled down to UA that the Admissions Office now had the data electronically.
Applicants feel more compelled at the time of application, and therefore, also fill it out more completely.
Essentially we had in our possession all parent data submitted by May 1st.
NEXT basic workflow process

12. Overall Workflow Process
Freshmen Complete Common Application Online
Initial Set Up/Behind the Scenes Processing
May 1 Paid Deposits - Transfer All Parent Data to Warehouse Table in Normalized Format
Transfer All Parent Data to NolijTransfer
Daily Processing During Admissions Cycle
NEXT first step of the process.
Create New IDs; Review Those Suspended for Questionable ID Match
Review: If Match ID, Update Info; If No Match, Create New ID

13. Workflow Process - Step 1 Freshmen Complete Common App
Occupation, if yes, drop down for employer and position

14. Common App VU Questions
NEXT flowchart for transferring data to warehouse table.

15. Workflow Process - Step 2 May 1 Paid Deposits - Transfer All Parent Data to Warehouse Table into Normalized Format
Series of Jobs Run During the Admissions Cycle to Determine Incoming Students
Common App Data Check for Deposit Paid/Waived Students
SQR Populates Common App Parent Table Into Normalized Format
PL/SQL to handle parent 1 father, parent 2 mother and vice versa; at same address or not.
Populates Warehouse Table into Normalized Format
Clean_Address software run on SPRADDR address record

16. Normalized into data warehouse:
Workflow Process - Step 2 May 1 Paid Deposits - Transfer All Parent Data to Warehouse table for format review
Normalized into data warehouse:
Flat file
Confirm file format prior to automation process
Historical Reference
NolijTransfer programming takes this data and puts it into NolijTransfer.

17. Workflow Process - Step 3 Transfer All Parent Data to NolijTransfer
NolijTransfer programming – Secured services with a Nolij Programmer for initial programming from Warehouse Table to Nolij Transfer:
Map data fields from the Common App > Banner Field > Warehouse Table fields, including criteria and conditions.
Testing, testing, testing!
Initially secured Nolij programmer to write transfer process $3,200. Now our programmers can make any tweaks. Go to live document?
NEXT in NolijTransfer and Daily Process

18. Workflow Process - Step 4 Create New IDs; Review Suspended
NolijTransfer (Perceptive) Data Transfer System
Daily Process for Advancement Services
Responsibility of Full Time Records Position
Run the NolijTransfer job
Picks up any Paid Deposit Students from previous day
Create New IDs for Positive No Match
Suspend Those for Review With Possible Match
Weekly Audits
Assigned Prospects, Employment, Married Spouses, Other Current Students
Combined Mailing Name (only manually entered data)
Daily process
NEXT Review form

19. Workflow Process – Step 5 Review: If Match ID, Update Info; If No Match, Create New ID
Go through form parts; if match updates info.
NEXT data is in! What next?

20. Alley Oop! Parent Data is in Banner What’s Next?
Files for External Ratings Company
After Candidate’s Day (mid-April), Deposit due deadline of May 1, and June.
Research
Qualifies Results
Enters Ratings into Banner
Prospect Management
Assignments to Gift Officers
Special Events
Invitations to New Student Receptions
“Burns Hall” Event at Parents Weekend
NEXT where are we now?

21. Last Campaign $19 million from parents
ADVANCED ACCESS
Previously parent data was collected via an ongoing process through a web form and was not complete until October.
Now we have parent data by mid-June.
MORE DATA!
Previously we 88% of incoming Freshman parent data each year.
Now we of incoming Freshman parent data each year.
Last Campaign $19 million from parents
Current Campaign $49 million from parents

22. Clean it up!
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