Communications Overview— S.U. Donor Recognition Plan

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 *

o Primary donors: - annual giving group ($1,000+ yr.) - cumulative giving group ($100,000+)

o Planned giving

Benefits of simpler structure:

o easier to grasp & appreciate externally

o easier to manage & execute internally

* NOTE: those who demonstrate consecutive giving and faculty/staff giving fall under these categories

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)

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. 1870 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

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

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

• 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

Welcome SOF to Benefactors

Internal category 1$ 1,000+ yr

Internal category 2$10,000+ yr

Low touch High touch

Annual Giving “Benefactors”

Annual Giving“Benefactors”

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.

Appeals & solicitations

Welcome

Ongoing contact

1

2

3

Within each donor pool, contact moves from (1) solicitation,

to (2) welcome, to (3) ongoing relationship maintenance…

Annual Giving “Benefactors”

Mass appeals & solicitations

Mass-mailedwelcome kit

Ongoingmass contact

1

2

3•Calendar•Scholarship in Action e-newsletter•“State of the University” DVD•Invite to 1 event: - Chancellor’s Tailgate

•SU premium•Welcome cover letter•Access to concierge service•Save-the-date for Chancellor’s Tailgate

Internal cat. 1$ 1,000+ yr

•Brochure•Tailored cover letter•Reply device

CONSECUTIVE giving recognized within these categories. Set milestone years.

Individualized appeals used w/ Gift Officers

Welcome kitwith higher production value

More frequent contact & increased quality

Internal cat. 2$10,000+ yr

•Brochure•Tailored cover letter•Reply device

•Calendar•Scholarship in Action e-newsletter•“State of the University” DVD• Invites to 2 events: - Chancellor’s Tailgate - TBD

•SU premium •Welcome cover letter•Access to concierge service•Save-the-date for Chancellor’s Tailgate•Save-the-date for high-level event

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 1-800 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