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BETTER TOGETHER The Development-Communications
Partnership
Hattfields & McCoys
T. Swift and Kanye
Sonny and Cher
Partners?
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Han Solo and Chewbacca
Barack and Joe
Andy and Barney
Partners
Why our partnership matters
■ Transfer of wealth
■ Now or never
■ Disinvestment in higher education
■ If not YOU, then WHO?
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MISCONCEPTIONS 101
DEVELOPMENT OFFICERS What People Think
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Truth
COMMUNICATIONS STAFF What People Think
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Truth
Communicators are specialists
■Who did the hiring?
■Who did you hire?
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■A creative writer?
■A news person who is also a writer?
■A graphic designer?
■A web designer?
■An IT person who has the keys to your
website?
■Someone else?
Development Officers are also specialists, but often move between these areas:
■Annual Fund
■Director of Development
■Corps and Foundations
■Major Gifts
■Principal Gifts
■Planned Gifts
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■Work together from the beginning
■Pre-plan and combine resources
■Identify objectives and goals
■Jointly advocate
WHAT’S YOUR BANDWITH?
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■Letters
■Websites
■Brochures
■Case Statements
■Proposals
■Annual Reports
■E-Marketing
■Social Media
Development Communications
vs. General
Communications
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Where does Communications report?
■Enrollment?
■Development?
■President?
■Dean?
CAN’T YOU GET A STUDENT TO DO THIS?
Anne’s favorite question!
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OK, YOU’RE IN A HURRY
BUT… Please don’t.
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PHOTOGRAPHY MATTERS.
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This?
Bert and Tillie Hood, Planned Giving Donors
Or
This?
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An Endowed Chair
IT TAKES TWO TO MAKE A THING GO “WRITE”
(It takes two to make it outta sight.)
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■Development staff can feed impact stories to Communications staff
■Communications staff can strengthen fundraising message
LET’S TALK WEBSITES
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The Fight for Space vs.
The Courage to Stand Out
Which do you prefer?
Crowded Site Simplicity
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Who is managing your website?
We measure what
matters, right?
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Impressions are Impressive. But do they really translate to dollars?
Print is dying, right?
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Not yet!
Our readers
don’t want
donor
stories!
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Meet Harris Rosen
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Meet Red Hat Guy
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Hard Hats
and
Heartbreak
Missed Opportunities
■ Powering Pomolong
■ Honors College supplies
a South African
community with electricity
■ Experiential learning as a
fundraising priority
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Guiding Principles for Magazines
■Full time editor
■Editor makes final decisions
■Resource it
■Don’t scrimp on design
■It’s not a direct mail piece
VIDEOS FOR DEVELOPMENT
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Meet the Professor
Or meet the person she helped
Choose Goosebumps!
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Which one for fundraising?
Conveying Data
■Think chunk-able
■Think snack-able
■Think scan-able
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A COMPREHENSIVE CAMPAIGN
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What People Plan for First
■Fundraising Consultant
■Feasibility Study
■Hiring of Development Staff
■Ramping up on Research
But, wait! What are we raising money for?
■Vision
■Campaign
Communications Plan
■Case Statements
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The Challenge
■$500 million
■12 colleges
■64,000 students
■217 funding priorities
Athletics
Building
Faculty
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How do we make it all fit?
WE CAN’T. JUST ACCEPT IT.
But, we can create a suite of communications pieces that will address
development needs.
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The best case statements have BIG ideas.
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CREATING CAMPAIGN COLLATERAL
■What resources do you have?
■Can you hire freelancers?
■Do you have leadership buy-in?
■Can you start small?
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■White papers
■FAQs
■One pagers
Best Fundraising Friends
Start small. And grow.
■ White papers
■ Case statements
■ CASE-style summit
■ Briefing book
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What goes and what stays?
SHOW ME THE MONEY! Calculate ROI by category
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Lapsed and non-donors
To Mail or Not to Mail?
One high-ask proposal? Or hundreds of direct mail letters?
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DO’S AND DON’TS
■ Do sweat the small stuff – details
matter
■ Do use freelance writers
■ Do hire professional photographers
■ Do use printed materials as an
enhancement to your visit
■ Don’t overthink it
■ Don’t promise a big cardboard
check
■ Don’t promise a press release
■ Don’t explain – show don’t tell
■ Don’t underestimate the power of a
strong image or video in storytelling
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Pick your top 3
Show
staff
what
you’re
doing
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■Know your staff’s strengths and weaknesses
■One size does not fit all
■Be prepared to buy your deficits
■Reach out to colleagues in other cities
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USE REAL WORDS. Avoid development speak and shop talk.
Most people don’t know what we’re talking about.
■ Endowment
■ Underwater Endowments
■ Corpus
■ Planned Gift
■ Spendable
■ In Perpetuity
■ Unrestricted Gift
■ Principal Gift
■ Transformative Gift
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MAKE YOUR MESSAGE CLEAR
Tip: Read it out loud.
CAMPAIGN ROLLOUT Can we do this?
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Guiding Principles
■Budget
■Audience
■Task Force
■Shared
Responsibility
■Start Early, Meet
Often
Touch People’s Hearts.
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■ Do you have a publicity plan for announcing gifts?
■ Is permission written into the gift agreement?
■ Don’t wait until the gift is already received to make a plan.
■ Don’t promise a press release.
Announcing Gifts
TOO MUCH INFORMATION
Things to keep in mind.
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■ Information Overload
– Individuals must sort through more information than ever before
■ Split-Second Decisions
– Appeals for money or attention elicit gut-check responses from
busy consumers
■ Top of Inbox Wins
– Endless influx of communications means focus on the last
organization to reach out
■ Relevance is Paramount
– Donors stay tuned in as long as the organization is engaging
them with the content that is relevant to their lives
IS COMMUNICATIONS AT THE FUNDRAISING TABLE?
.
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You know you’re at the table when…
■ Fundraisers include communications at part of a strategy, not just a service provider
■ Fundraisers lose that loving feeling for logos and brochures
IS FUNDRAISING AT THE COMMUNICATIONS TABLE?
.
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You know you’re at the table when…
■ Communicators
ask your opinions
and advice
■ Communicators
are checking in
regularly to see
what you are
doing
When in doubt…
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QUESTIONS? Anne Botteri
Associate Vice President for Advancement
Communications and Donor Relations
UCF Foundation
407.882.1258