Comprehensive Campaigns

Comprehensive Campaigns

AICAD ConferenceMary Alice Bankert

Director of Development and Alumni RelationsUniversity of Michigan School of Art & Design

July 16, 2012

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

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• 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• 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

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• 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