The Kennickell Group helped The Citadel Brigadier Foundation take the constituent data that had been stored and maintained in The Raiser’s Edge and dice it into a number of categories, cross-referencing a variety of attributes in the database to arrive at a number of conclusions that would be used to develop a focused membership drive campaign.
Using data from The Raiser’s Edge, the Foundation has already been able to save money and increase membership. One of the primary reasons that the campaign has been a success thus far can be attributed to the data The Citadel Foundation maintained in its Raiser’s Edge database.
Riley Croft, account executive at The Kennickell Group, states that the amount of data that The Raiser’s Edge can store, and store in an organized manner, made it possible for the Foundation to learn more about its constituency and focus its campaign on those most likely to give.
By analyzing the data to determine those most likely to become members, the Brigadier Foundation was able to eliminate 13,000 records from the direct mail list, resulting in a savings of approximately $6,000 in postage. For Mr. Croft, these savings would not have been possible without available data to analyze. Otherwise, the Foundation would have done what it typically did — spend money sending pieces to individuals whose chances of joining were less than one percent.
The team gained valuable insights about the Foundation’s supporters. For example, alumni living within 25 miles of campus are three times more likely to join than the average alumni. Looking at this further, they discovered that there are 2,000 alumni living within 25 miles of campus who were not currently members. Now, the Foundation could focus on those 2,000 and really engage each of them to deliver a personal message that would resonate.
Analysis of the data also led to the discovery that former athletes are three to four times more likely to join than average alumni, and 500 former athletes live within 25 miles of the campus. Similarly, military ranks of Colonel or higher are three times more likely to join than the average alumnus.
Another interesting discovery was that the Foundation had no female members, despite the fact that a number of female graduates attended The Citadel on full or partial athletic scholarships funded by the Foundation. Since the campaign’s launch in the beginning of 2010, the Foundation now has several female members.