1. Constructing a Marketing Plan for Matching Gifts Michael Westfall Vice President for University Advancement Eastern Washington University May 27, 2010

2. Background & Bias Thank You to Our Sponsors Direct Annual Giving Experience Michigan State University Virginia Tech University of Toronto Perspective Consulting Web Property of www.SupportingAdvancement.comwww.SupportingAdvancement.com

4. MG Potential Data Awareness Form Distribution & Retrieval Leveraging Leadership Giving Key Marketing Take-Aways Challenges & Opportunities

5. Potential Why do bank robbers rob banks? 10% Plus of Your Annual Fund Gifts 20% Plus of Your Business & Engineering Over 16,500 Matching Gift Programs & $1,000,000,000

6. Potential: Justification Example Matching Gift Potential Example: $ 5,000,000 %MG Revenue 1% $ 50,000 5% $ 250,000 8% $ 400,000 10% $ 500,000 12% $ 600,000 15% $ 750,000

7. “Need to Know” Items Annual MG Statistics * By College/Division MG Statistics * Data Integrity Statistics Telefund Strategies Ask for Employment Information! We Get What We Measure Upload MG Database if Automated Data

8. Direct Mail Strategies Gift Card Surveys Luggage Tag Program Inserts in all Direct Mail * www.LaminationStation.com *www.LaminationStation.com Stewardship Component Data

9. General Strategies Alumni Directory Survey Business Card Collection @ Events Advertising Web Site Update Form Work with Career Services Screening Services (hep’s EmployerFind) Data

10. Power of the PS “Double or triple the impact of your gift at no additional cost. Please check with your employer to see if your gift can be matched through a company matching gift program.” “Did You Know” Post Cards Advertising Newsletters, Website, Alumni Magazine Awareness Tools: In-House

11. Post-Its Gift Plus Brochures Advertising E-Match Donor Link Gift Plus Online Awareness Tools: Vendor Provided

12. Awareness Tools: Post-Its

30. General Strategies On-Line Links Your Top 10 Reminder Mailings Forms, Forms, Forms

31. General Strategies Leveraging Major Gifts Giving Society Credit? In-House Campaigns Know Your Top Ten Identify Internal Advocates Leverage Relationship Leadership Giving

32. Data is the Foundation of All We Do Take Advantage of Your “Free” Medium Channels Focus on Your Top MG Companies & MG Colleges/Schools Leveraging Major Gifts Use Every… Marketing Take-Aways

33. Michael Westfall mjwestfall@SupportingAdvancement.com Poll Questions & Additional Questions