Transcript Comprehensive Campaigns

Comprehensive
Campaigns
AICAD Conference
Mary Alice Bankert
Director of Development and Alumni Relations
University of Michigan School of Art & Design
July 16, 2012
Session Overview
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Definition
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Fundraising Today
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Campaign Timeline
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Gift Policies and Procedures
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Case Statement
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Prospects
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Volunteers
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Development Team
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Events
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Communications and Marketing
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The Ask
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Campaign Finale
Definition
• Comprehensive campaign
• Raise funds for programs, scholarship, other
current/annual purposes, capital, and facilities
• Includes annual, planned, and major gifts
Fundraising Today
• Donors, demands, and demographics
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Sophisticated donors
Interdisciplinary solutions to real problems
Competition is fierce
Wealth concentration on East and West Coasts
• Technology, marketing, and communication tools
• Segmentation, targeting, experimentation, and marketing
• Analytics and business intelligence
• Engaging donors “at every life stage, in any location”
Campaign Draft Timeline
Prep and
Nucleus Fund
Public Phase
18 Months- 2 Years
5-7 Years
Case Statement
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A written argument that makes the case for a particular cause
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No template for format
• Multimedia
• Social media
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Talk donors language
• Emotional Appeal
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New ideas
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Ask top donors for their advice
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Fundamental elements
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Vision
Priorities and needs
Objectives
Impact
Vision
• What makes you different?
• What do you want to achieve or contribute over 10
years?
• What will success look like in 10, 20, or 50 years?
• What challenges do you need to address to
achieve your vision?
• Which opportunities need to be leveraged to drive
to your goal?
Priorities and Needs
• What do you need?
• Urgency
• Globalization
• Areas
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Program
Faculty
Students
Facilities
Interdisciplinary
Objectives
• What specifically will you raise money for?
Impact
• Tap the passions of your donors
• Show them the difference their gift will make; be
specific
• Create a sense of ownership
Gift Policies and Procedures
• Campaign counting
• Endowment minimums
• Naming policies and guidelines
Prospects
• Analyze
• Strategize
• Engage and cultivate
Analyze
• Top prospects and new potentials
• Gift table
Strategize
• Plan for top prospects
• Assign staff
Engage and Cultivate
• Cultivation is education
• Strategically planned
• Personal
• Listen
Volunteers
• Leadership
• Duties
Volunteer Leadership
• Most important members of campaign
• Make high impact gifts
• Can spark excitement for your institution, nationally
and internationally
• Inspire others to give
• Key attributes
• Leadership ability
• Stable in community
• Potential and propensity to support your institution
Volunteer Duties
• Prospect review
• Cultivation activities
• Make the ask
Development Team
• Role expectations
• Academic and development
• Structure
• Managing performance
• U-M Metrics
U-M Metrics
• Portfolio size
• 150-200 per office
• New prospects qualified
• 12-18 per year
• Visits per month
• 15-20 – lower for staff with other duties
• Number of asks
• 20-40 per year
• 12-18 successful
Events
• Cultivation events
• Program-focused opportunities
• Kick-off
• Leverage existing events
• Celebration
Communications and
Marketing
• Messaging
• Materials
• Volunteer needs
• PR
• Managing changes over the life of the campaign
The Ask
• Preparation
• Solicitation
• Follow-up
• Closing the gift
Campaign Finale
• Recognition
• Celebration
• Stewardship, stewardship, stewardship