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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. Definition Fundraising Today Campaign Timeline Gift Policies and Procedures Case Statement Prospects

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Comprehensive Campaigns

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  1. Comprehensive Campaigns AICAD Conference Mary Alice Bankert Director of Development and Alumni Relations University of Michigan School of Art & Design July 16, 2012

  2. 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

  3. Definition • Comprehensive campaign • Raise funds for programs, scholarship, other current/annual purposes, capital, and facilities • Includes annual, planned, and major gifts

  4. 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”

  5. Campaign Draft Timeline

  6. 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

  7. 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?

  8. Priorities and Needs • What do you need? • Urgency • Globalization • Areas • Program • Faculty • Students • Facilities • Interdisciplinary

  9. Objectives • What specifically will you raise money for?

  10. Impact • Tap the passions of your donors • Show them the difference their gift will make; be specific • Create a sense of ownership

  11. Gift Policies and Procedures • Campaign counting • Endowment minimums • Naming policies and guidelines

  12. Prospects • Analyze • Strategize • Engage and cultivate

  13. Analyze • Top prospects and new potentials • Gift table

  14. Strategize • Plan for top prospects • Assign staff

  15. Engage and Cultivate • Cultivation is education • Strategically planned • Personal • Listen

  16. Volunteers • Leadership • Duties

  17. 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

  18. Volunteer Duties • Prospect review • Cultivation activities • Make the ask

  19. Development Team • Role expectations • Academic and development • Structure • Managing performance • U-M Metrics

  20. 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

  21. Events • Cultivation events • Program-focused opportunities • Kick-off • Leverage existing events • Celebration

  22. Communications and Marketing • Messaging • Materials • Volunteer needs • PR • Managing changes over the life of the campaign

  23. The Ask • Preparation • Solicitation • Follow-up • Closing the gift

  24. Campaign Finale • Recognition • Celebration • Stewardship, stewardship, stewardship

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