1 Communications Overview— S.U. Donor Recognition Plan
2 Donor recognition plan objectives Achieve a REAL shift from benefit-based “clubs” to donor-centric “relationships”—substantive contact intentionally escalates (from “low” to “high touch”)Achieve a simpler structure *Primary donors: annual giving group ($1,000+ yr.) cumulative giving group ($100,000+)Planned givingBenefits of simpler structure:easier to grasp & appreciate externallyeasier to manage & execute internally* NOTE: those who demonstrate consecutive giving and faculty/staff giving fall under these categories
3 Overview of objectives (cont.) Overall, move away from overtly promoting/publishing donor groups’ differences and levels: * the nuances of relationship management will be main difference donors experience (“low-touch” vs. “high touch”) * distinctions will also be achieved by slight variations in how we communicate with each group (verbiage, access to web features, etc.)TRANSITION: Introduce/position the shift as benefit to donor base: * new name to better reflect essence & impact of your gifts * new, more meaningful ways to thank, recognize, and engage you * ‘best of’ the old folded into the new (i.e.: benefits)
4 Key messages of rollout > Donor group ‘names’ should pay a compliment to the donor & be suggestive of its positive impact on the institution: ex: Benefactor vs Society, Society of Fellows, etc.> A single graphic ‘look’ (to be developed) will unify, yet ever-so-slightly distinguish, our three donor groups. This look will be: * more reflective of donor’s relationship to SU * more consistent with the core SU brandannual givingcumulative givingplanned givingBenefactorsVisionariesPathfinders
5 Message matrix Message 1 Message 2 Message 3 New members—not currently part of any clubConverted members of old society/ies to newNo longer qualify for clubsWELCOME!MODIFIED WELCOME!“Upsell” to philosophy of giving importance, impact—and recognitionYou are a Benefactor—the University could not be where it is today without you unwavering supportInclude info on new recognition societiesIMPACT AND RECOGNITION…Add transition language—old to newDirect them to solution for athletic preference—recognize affinity with athletics—we want you to be “taken care of” in the best way
6 Welcome SOF to Benefactors For both hi and lo level Benefactors… reverse thinking from what you get, to how you’re treated…it’s the “touch” that changesEvery gift makes an immediate differenceAs sof members you understand the importance of giving and have had significant impact already…. Your gift has made possible – give examplesAs a group you are exceptional – in 2006 you contributed $xxx – funding over % in scholarships, program support and… For all this, we thank youNow as Benefactors… and to recognize your unwavering support, we welcome you to a group without which the University could not be the place it is today.As Benefactors you’ll receive the ‘best of’ the old folded into the new… Old friends, new name… etc.Take personal satisfaction in the impact you have -- review the enclosed and learn more about our commitment to you Or log in at [site name TBD]For any questions, concierge services for campus events, and more information contact our benefactor hot line, 800-xxx-xxxx
7 Annual Giving “Benefactors” Internal category 1 $ 1,000+ yrInternal category 2 $10,000+ yrLow touchHigh touchTypified by: > Mass mailed appeals > Tele-prospecting > Large-audience eventsTypified by: > Assigned relationship manager > Personalized mailings > Personalized phone contacts > Exclusive eventsFeed in from FFS poolOver time, donor cultivation moves from ‘low-’ to ‘high touch’—propelling gifts from small to large. Note: PG prospects may reside in either group and receive ongoing PG messages.
8 1Appeals & solicitationsWithin each donor pool, contact moves from (1) solicitation, to (2) welcome, to (3) ongoing relationship maintenance…2Welcome3Ongoing contact
9 Annual Giving “Benefactors” Internal cat. 1 $ 1,000+ yrInternal cat. 2 $10,000+ yr1Individualized appeals used w/ Gift OfficersMass appeals & solicitationsBrochureTailored cover letterReply deviceBrochureTailored cover letterReply device2Welcome kitwith higher production valueMass-mailed welcome kitSU premiumWelcome cover letterAccess to concierge serviceSave-the-date for Chancellor’s TailgateSU premiumWelcome cover letterAccess to concierge serviceSave-the-date for Chancellor’s TailgateSave-the-date for high-level eventMore frequent contact & increased quality3Ongoing mass contactCalendarScholarship in Action e-newsletter“State of the University” DVDInvites to 2 events: - Chancellor’s Tailgate - TBDCalendarScholarship in Action e-newsletter“State of the University” DVDInvite to 1 event: - Chancellor’s TailgateCONSECUTIVE giving recognized within these categories. Set milestone years.
10 Rollout timeline February 2007 Begin development of graphic identity and welcome materialsMarch 2007Rollout plan to School/College unit DO’sBrief program structure, purpose of change, rollout plan, etcBrief transition plan for currently qualifying SOF members.ID specific donors for mail groups, special handling, etc. Coordinate project w/ mail houseApril 2007Obtain new number for Concierge ServicesFinalize donor communications letters/support materialsRe-brief DO’s on rolloutMay 2007BEGIN EXTERNAL ROLLOUTDO’s personally introduce upcoming change to select donorsQ&A and revamp info posted to website “toolkit” for DO useJuly 1, 2007NEW PROGRAMS IN PLACEMaterials doneWelcome kits released