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Communications Overview— S.U. Donor Recognition Plan

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Presentation on theme: "Communications Overview— S.U. Donor Recognition Plan"— Presentation transcript:

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 giving Benefits of simpler structure: easier to grasp & appreciate externally easier 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 brand annual giving cumulative giving planned giving Benefactors Visionaries Pathfinders

5 Message matrix Message 1 Message 2 Message 3
New members—not currently part of any club Converted members of old society/ies to new No longer qualify for clubs WELCOME! MODIFIED WELCOME! “Upsell” to philosophy of giving importance, impact—and recognition You are a Benefactor—the University could not be where it is today without you unwavering support Include info on new recognition societies IMPACT AND RECOGNITION… Add transition language—old to new Direct 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 changes Every gift makes an immediate difference As sof members you understand the importance of giving and have had significant impact already…. Your gift has made possible – give examples As a group you are exceptional – in 2006 you contributed $xxx – funding over % in scholarships, program support and… For all this, we thank you Now 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+ yr Internal category 2 $10,000+ yr Low touch High touch Typified by: > Mass mailed appeals > Tele-prospecting > Large-audience events Typified by: > Assigned relationship manager > Personalized mailings > Personalized phone contacts > Exclusive events Feed in from FFS pool Over 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 1 Appeals & solicitations Within each donor pool, contact moves from (1) solicitation, to (2) welcome, to (3) ongoing relationship maintenance… 2 Welcome 3 Ongoing contact

9 Annual Giving “Benefactors”
Internal cat. 1 $ 1,000+ yr Internal cat. 2 $10,000+ yr 1 Individualized appeals used w/ Gift Officers Mass appeals & solicitations Brochure Tailored cover letter Reply device Brochure Tailored cover letter Reply device 2 Welcome kit with higher production value Mass-mailed welcome kit SU premium Welcome cover letter Access to concierge service Save-the-date for Chancellor’s Tailgate SU premium Welcome cover letter Access to concierge service Save-the-date for Chancellor’s Tailgate Save-the-date for high-level event More frequent contact & increased quality 3 Ongoing mass contact Calendar Scholarship in Action e-newsletter “State of the University” DVD Invites to 2 events: - Chancellor’s Tailgate - TBD Calendar Scholarship in Action e-newsletter “State of the University” DVD Invite to 1 event: - Chancellor’s Tailgate CONSECUTIVE giving recognized within these categories. Set milestone years.

10 Rollout timeline February 2007
Begin development of graphic identity and welcome materials March 2007 Rollout plan to School/College unit DO’s Brief program structure, purpose of change, rollout plan, etc Brief transition plan for currently qualifying SOF members. ID specific donors for mail groups, special handling, etc. Coordinate project w/ mail house April 2007 Obtain new number for Concierge Services Finalize donor communications letters/support materials Re-brief DO’s on rollout May 2007 BEGIN EXTERNAL ROLLOUT DO’s personally introduce upcoming change to select donors Q&A and revamp info posted to website “toolkit” for DO use July 1, 2007 NEW PROGRAMS IN PLACE Materials done Welcome kits released

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