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Presented By: MEREDITH HOWELL
PUTTING THE CART BEFORE THE HORSE
ANNUAL GIVING IN CAMPAIGNS
CONTENTS
HOW CAMPAIGNS AND ANNUAL GIVING ARE SIMILAR
PLANNING FOR A CAMPAIGN
GOAL SETTING
CAMPAIGN LANGUAGE IN ANNUAL GIVING MATERIALS
INCORPORATING ANNUAL GIVING LANGUAGE IN CAMPAIGNMATERIALS
CO-BRANDING IN A CAMPAIGN
MARRYING MAJOR GIFT AND ANNUAL GIVING
ALWAYS PLAN FOR THE NEXT CAMPAIGN
The multi-year campaign fundraiser is the new normal. Campaigns are so prevalent, Insider Higher Ed has a database to keep track of the timing and goals of university campaigns.
Trend is larger donations, fewer donors.
Individual alumni giving rates have declined and the trend is expected to continue. 49 institutions are in billion dollar campaigns.*
A BRIEF INTRODUCTION
Always in a campaign-either planning for one, knee-deep in one or planning for the next one
No longer just for new buildings and campus improvements
Campaigns can:• Transform the landscape of a campus
• Launch new centers, institutes, programs
• Substantially increase scholarship support
• Reinvigorate fundraising and uncover new major giving prospects
EVERYBODY’S GOT ONE
Comprehensive Campaigns
Extensive planning
Reliance on data analysis
Generate excitement and common messaging
Builds a culture of philanthropy among internal and external stakeholders
Planning for the future
TWO SIDESOF A COIN
Annual Giving Programs
Extensive planning
Reliance on data analysis
Generate excitement and common messaging
Builds a culture of philanthropy among internal and external stakeholders
Planning for today and tomorrow.
BENEFITS OF INCLUDING ANNUAL
GIVING IN ACAMPAIGN
AMPLIFIES MESSAGE TO A WIDER AUDIENCE
STRENGTHENS YOUR BRAND
- Phonathon
- Giving Day
- Emails
- Social Media
PROVIDES ACCESS TO MULTIPLE CHANNELS
YOUR BENEFITS
GETTING A SEAT AT THE TABLE
Annual giving should be part of the campaign planning process.
Being part of the planning provides an opportunity to incorporate campaign branding in annual giving solicitations and stewardship.
Collaboration with communications team enables annual giving to utilize “power” wording in materials.
SETTINGGOALS
Set goals that are attainable (with a little reach built in), measurable, endorsed by leadership and can show impact.
Participation
New alumni donors
Number of gifts to the campaign
% of donations from gifts under $5,000
Faculty/Staff giving
Student volunteer hours
IDEASFOR GOALS
PUBLIC GOALS
• Number of donors• Increased giving from alumni• Number of gifts made at the annual
giving level• New scholarships created
INTERNAL GOALS
• Identification of new major donors
• Increased leadership annual giving donors
• Retention rates
• New donor rates
• Annual giving
• Increased average gift
MEASURINGIMPACT
How will increased annual giving IMPACT the campaign and ultimately, the school:
• Student support• Research• Facilities• Centers/Programs
Determine areas to measure during planning
• Resources to track and report• Documentation on what counts
COMMUNICATIONSAND STEWARDSHIP
• Highlight loyal annual giving donors in campaign materials
• Recognize loyal annual giving donors at campaign-related events
• Highlight annual giving donors regularly on your website
• Promote giving days in campaign materials
• Incorporate annual giving participation and process in all campaign updates in newsletters, magazines, updates from leadership
TALKING ABOUT CAMPAIGNIN ANNUAL GIVING
• Use power wording that is associated with campaign priorities to reinforce the messaging.
• Forge the future of public education• Redefine the model for student success• Chicago’s public research university
• Share how collective participation impacts progress. Use specific examples.
• Multiple goal amounts and numbers detract from a strong call to action.
BE GENUINE IN YOUR LANGUAGE
INSTEAD OF
Your gift of any amount will transform our university.
OR
Our goal is $100 million. Your renewed gift of $25 will make a tremendous difference.
TRY
Your support makes a difference. We were able to do XYZ because of the collective support of our alumni and
friends.
OR
All gifts count toward our campaign goal. Over XXXX have made a gift in support of the campaign.
Make it about the donors and put your campaign
totals in context
HIGHLIGHT ANNUAL
GIVINGMESSAGING
RELATEDCAMPAIGN TAGLINES
Be Bold. Be Audacious. Be in that Number.
TULANE CAMPAIGN
TULANE ANNUAL GIVING
MORETIE-INS!
Use your giving day to build yearly excitement
Any class (between 2000-2019) that reaches 45% participation in Dartmouth College Fund giving will have a $100,000 endowed scholarship created in its name by an anonymous donor.
Through this special Dartmouth College Fund Young Alumni Challenge, these 20 classes could collectively add $2 million in endowed scholarship funds.
CREATIVE WAYSTO MARRY
ANNUAL GIVING TO A CAMPAIGN
GIFT
WHAT HAPPENS AFTER THE CAMPAIGN ENDS?
HOW DO YOU KEEP MOMENTUM GOING UNTIL THE NEXT CAMPAIGN?
ALWAYS PLAN FOR WHAT’S NEXT
The Campaign for SMU:
A Time to Lead (1997-2002) raised $542M
SMU Unbridled: The Second Century Campaign (2008-2015)
• Initial goal of $750M
• Increased to $1B in 2013
• Achieved goal of receiving gifts from 50% of alumni
• Achieved goal of hitting 25% alumni participation
• 58% increase in number of donors from the last campaign
CASE STUDYSOUTHERN METHODIST UNIVERSITY (SMU)
CASE STUDYSOUTHERN METHODIST UNIVERSITY (SMU)
Bridge Campaigns:
SMU Pony Power: Strengthening the Stampede
CASE STUDYSOUTHERN METHODIST UNIVERSITY (SMU)
Tell the story of annual giving and impact
SMU Pony Power Campaign
INCORPORATING ANNUAL GIVING IN CAMPAIGN
PLANNING
• Increase your reach
• Strengthen your brand
• Increase leadership giving and loyal giving
• Build a pipeline of donors for the next campaign
• Maintain momentum
• Achieve new milestones in alumni giving
THANK YOU
mrhowell@uic.eduUniversity of Illinois at Chicago
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