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Annual Giving Success:
Taking your Program to the Next Level
AFP Colorado Chapter
February 20, 2015
Cory Andersen , Mike Garvey, Chuyen Huynh, Sheila Kutzer
University of Denver Annual Giving Team
About our team
• Combined fundraising
experience of 25 years
• 3 of the 4 here today
are DU alums
• 1 team member on
maternity leave
• We love to collaborate,
dream big and make a
difference for DU
About you!
• What is your
background and
experience level?
• What type of
organization do you
work for?
• How big is your annual
giving team?
Annual Giving 101
• What is annual giving?
– Annual gifts are the
foundation of support at an
organization
– Annual gifts are typically
unrestricted to support the
organization’s highest
priorities
– Unrestricted support allows an
organization to be flexible,
nimble and ready to respond
to immediate needs and
emerging opportunities
Annual Giving 101
• Who gets asked each
year?
– All constituents.
Everyone has the ability
to make an annual gift
• When do they get
asked?
– Constituents are asked
using different
mechanisms until they
make their gift
Annual Giving 101
Ultimate
/Planned
Gift Donors
Principal Gift
Donors
Repeat major donors
First-time major donors
Leadership Annual Donors
Repeat Donors
First-time Donors
Prospects
History of Annual Giving at DU
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Inconsistent efforts
More emphasis on major gifts
Program eliminated in 2007
Revitalization of program in
Spring 2010
Annual Fund Definition
• What is the DU Annual Fund?
• ALL gifts to any designation less
than $25,000
• ALL gifts, of any size, with a
solicitation code (mail, phone,
web, annual giving staff
personal solicitation)
Annual Fund Priorities
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Scholarships
Academic Excellence
Student Experience
Area of Greatest Need
(Chancellor’s
Innovation Fund)
Taking your program to the next level
Jumping to the next size bowl…
• Commons Challenges in Annual Giving
– Beer Budget: Champagne Taste
– Anyone there?
– Tick Tock
– Philanthropy Fog
– WTF? IFC
Beer Budget: Champagne Taste
• Maximizing your
budget
• Capitalizing on
Existing
Opportunities
• Donor acquisition vs.
retention
Retention Strategies
• Retention is key to building
successful program
• Typically only 25-35% of donors
will give 2nd time
• Loyal donors renew at rates as
high as 80%
• Celebrating anniversary dates
Meaningful Stewardship
• Timeliness
• Recognizing milestones
– First time donors
– Repeat donors
– Renewed donors
• Moving beyond the form letter
• Fun touch points
Leadership Annual Giving
• Definition
• Building the pipeline
• Partnering with major
and planned giving
• Triple ask
• Recognition
Anyone there?
• Success with a limited staff
– The Value of Your Time
– Outsourcing
– How to get others to help in your
efforts?
• Team collaboration
• Major and planned gift solicitations
Tick Tock
• Finding time for what matters most
– Engaging volunteers
– Getting your Board on board
– Planning ahead
Goal Setting & Strategic Planning
• Scale program each year
based on resources, staffing
and readiness of donors
• Get the fundamentals in
place first
• Grow donor base before
embarking on higher level
leadership annual giving
efforts
• Set goals based on actuality
Philanthropy Fog
• Demystifying Philanthropy
– Building the culture
– Educating your constituency
– Showing impact
– Engaging the next
The Next Generation of Philanthropists
• Growing philanthropy
from the inside
• Educating Students about
the power of
philanthropy
• Senior class campaign
• Student Compassion Fund
• What groups can your
organization engage?
WTF? IFC
Where’s The Focus?
Inconsistent Fragmented Communications
• Plan ahead!
• Timelines
• Select key theme and
messages to be repeated
the entire year
Mass Outreach
• Vehicles
– Direct mail
– Email
– Phone
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Concepts
Timing
What works for DU
Average results
Segmentation and data
Key points for any size
organization
What’s next for your program?
Your vision for your program
• What will you do?
– Today
– By March 31
– By December 31
• Write down and
share with your
neighbor
• Set a reminder on
your calendar
Parting Thoughts
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DREAM BIG!
Don’t accept the status quo
Know your value
Learn from your mistakes
Celebrate the milestones
Questions or Comments?
Our favorite resources
• Annual Giving Network
– http://annualgiving.com/
• Fund List
– http://www.fundlist.info/
• AFP International
– http://www.afpnet.org/
We’re here to help!
• Cory Andersen
– [email protected]
– 303.871.2928
• Chuyen Huynh
– [email protected]
– 303.871.4306
• Sheila Kutzer
– [email protected]
– 303.871.4073
• Mike Garvey
– [email protected]
– 303.871.2298