Does 100% Portfolio Coverage Matter?

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We are deep in the season of giving. The end of the calendar year is just around the corner. Even with all the holiday hustle and bustle, this is the perfect time for you to have at least one touchpoint with every single prospect in your portfolio.

That’s right. We’re talking 100% portfolio coverage. By the end of the year.

Think: monthly touchpoint plans, paying attention to prospects’ Facebook engagement, tracking donor interests, and proactive planning when it comes to outreach…

Why is 100% portfolio coverage so elusive?

So, here’s the situation. We looked at portfolios across our EverTrue database and found that on average, gift officers log interactions with less than half of the assigned prospects in their portfolio every year.

This stat really had us stumped. On average, less than 3% of alumni are assigned to a gift officer portfolio. So, shouldn’t all those prospects who “make the cut” hear from their assigned 1-1 liaison at least once each year?

We dug in deeper and here’s what we found for reasons why many gift officers DON’T reach 100% portfolio coverage every year.

We address some of these big-picture issues in our recent post about the Great Advancement Resignation

And we think others can be addressed simply by having the right strategy to harness the power of the right technology, all brought to life by the right people (you). 

 

Why does 100% portfolio coverage matter?

Building relationships with major donors and prospects through highly-personalized, 1-1 outreach is mission-critical. Here’s some proof:

Building 1-1 relationships with donors is imperative for major gift pipeline. For donor experience. For the future of your institution. And for the bottom line.

And, because most prospects in major gift portfolio are purposefully removed from your institution’s mass appeals, news, and invitations, if you (their assigned gift officer) aren’t reaching out, that means no one is. 

You are your assigned prospects’ main conduit to your institution. So it’s really important for you to reach everyone in your portfolio at least once each year. 

If you are an EverTrue customer, we have ten easy, creative, effective ways to deepen relationships with every prospect in your portfolio: the super-engaged ones, the hard-to-reach ones, the inherited ones, the slow-burning ones. 

If you don’t have EverTrue, these techniques are a lot more manual, but we suggested some work-arounds. Because, put simply, reaching 100% of your portfolio is just the right thing to do!

Here’s our full webinar featuring Anne Murphy, Mike Nagel, and Other Mike Nagel. Watch this terrific trio in action:

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