Comprehensive Campaigns
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Transcript of Comprehensive Campaigns
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Comprehensive Campaigns
AICAD ConferenceMary Alice Bankert
Director of Development and Alumni RelationsUniversity of Michigan School of Art & Design
July 16, 2012
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Session Overview• Definition
• Fundraising Today
• Campaign Timeline
• Gift Policies and Procedures
• Case Statement
• Prospects
• Volunteers
• Development Team
• Events
• Communications and Marketing
• The Ask
• Campaign Finale
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Definition
• Comprehensive campaign• Raise funds for programs, scholarship, other
current/annual purposes, capital, and facilities • Includes annual, planned, and major gifts
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Fundraising Today
• Donors, demands, and demographics• 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”
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Campaign Draft Timeline
Prep and Nucleus Fund
Public Phase
18 Months- 2 Years 5-7 Years
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Case Statement• A written argument that makes the case for a particular cause
• No template for format• Multimedia• Social media
• Talk donors language• Emotional Appeal
• New ideas
• Ask top donors for their advice
• Fundamental elements• Vision• Priorities and needs• Objectives• Impact
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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?
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Priorities and Needs
• What do you need?
• Urgency
• Globalization
• Areas• Program• Faculty• Students• Facilities• Interdisciplinary
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Objectives
• What specifically will you raise money for?
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Impact
• Tap the passions of your donors
• Show them the difference their gift will make; be specific
• Create a sense of ownership
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Gift Policies and Procedures
• Campaign counting
• Endowment minimums
• Naming policies and guidelines
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Prospects
• Analyze
• Strategize
• Engage and cultivate
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Analyze
• Top prospects and new potentials
• Gift table
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Strategize
• Plan for top prospects
• Assign staff
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Engage and Cultivate
• Cultivation is education
• Strategically planned
• Personal
• Listen
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Volunteers
• Leadership
• Duties
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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
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Volunteer Duties
• Prospect review
• Cultivation activities
• Make the ask
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Development Team
• Role expectations• Academic and development
• Structure
• Managing performance• U-M Metrics
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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
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Events
• Cultivation events
• Program-focused opportunities
• Kick-off
• Leverage existing events
• Celebration
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Communications and Marketing
• Messaging
• Materials
• Volunteer needs
• PR
• Managing changes over the life of the campaign
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The Ask
• Preparation
• Solicitation
• Follow-up
• Closing the gift
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Campaign Finale
• Recognition
• Celebration
• Stewardship, stewardship, stewardship