1. 2007 JAA National Conference The Road To The Big O Nate Hearn Associate Director Major Gifts-Santa Clara University

2. DEVELOPING PARENT INVESTMENT: How to inspire parents to give the most of their time or money

3. SCU Case Study: Parent Philanthropy  Senior Management mandates renewed focus on non-alumni parent fundraising July 2004;  Research; – Analyze current state of affairs;  SWOT Analysis  Identify campus stakeholders; – Identify industry best practices (see exhibits); – Identify unique target market, i.e. who are your parents.  Conclusions; – More engaged contact with parents will raise their expectations for community involvement; – How can the development function create this dynamic and still maintain core focus, i.e. dollars and donors.

4. SCU Case Study: Parent Philanthropy Strengths  Parents very satisfied with SCU experience for the most part;  Parent Weekend tradition dates back to 1980’s;  History of parent involvement (Trustees, Regents, Fellows, etc.). Weaknesses  No dedicated staff;  Limited budget;  Lack of awareness on campus;  Lack of a campus wide strategic marketing mix. Opportunities  Untapped resource;  Very engaged generation of parents (helicopter);  Many have already received philanthropic education. Threats  Intense competition from philanthropic community;  Child could leave school;  Post-campaign revenue.

5. SCU Case Study: Parent Philanthropy  Build consensus on campus; – Convene internal parent group; – Mutual agreement that parents are a critical constituency; – Identified needs:  Unified strategic message;  Stronger marketing mix;  Smoother communication transitions;  Improved data collection;  Improved information sharing;  Where does the buck stop; – Question of ownership; – Ability to make investment in a central parent office.

6. SCU Case Study: Parent Philanthropy  Initial steps; – Maintain internal parent group;  Strengthen collective marketing approach; – Identify current efforts for parent engagement;  Eliminate redundancy;  Leverage resources that already exist;  Development specific; – 0-based budgeting/no full-time support; – Define parent specific philanthropic message; – Streamline/strengthen Parent Weekend; – Create/refine direct mail segments and strategically align with telefund;

7. SCU Case Study: Parent Philanthropy  Outcomes v. Raised Expectations; – Internal group improved marketing message/mix;  Created parent specific web-portal w/link from home page;  Improved timing of all communications;  Clarified message/experience transitions and owners;  Prospective parents-admissions;  First-year parents-Office of First Year Programs;  All current parents/past parent donors-Alumni Office  All current parents/past parent donors-Development Office;  Senior Parents-University Event Planning Office; – Identified opportunities for parent involvement;  Admissions;  Alumni Relations;  Athletics;  Career Center;  Development.

8. SCU Case Study: Parent Philanthropy Non-Alumni Parent Results (VSE Report) FYNo. Record No. Solicited No. Donors Amount$ 200331,67730,3753,169$717,142 200433,47331,9733,466$1,193,401 200535,33433,5363,844$2,208,251 200637,71135,6394,573$1,544,867

9. SCU Case Study: Parent Philanthropy  Shifting resources in Development; – Completed $350M campaign; – Renewed focus by Santa Clara Fund on disciplined reunion strategy—no field staff resources for parent fundraising; – Personal transition to MG Team with new director; – Opportunity for MG Team to absorb parent fundraising through alignment with group goals.  Parent Leadership Council; – $50,000 and up—alignment with major gift threshold; – $100,000 for chairs; – Built in ask/strategy for MG Officers; – Manageable group of high-level donors with little program management required.

10. SCU Case Study: Parent Philanthropy  Exhibits posted on JAA website; – Jesuit parent survey circa 2004; – Notes from meeting with Stanford Parent Program; – Draft of Parents Leadership Council initiative.  Contact info; – Email: ehearn@scu.edu;ehearn@scu.edu – Phone: 408-554-6979.