Constructing a Marketing Plan for Matching Gifts
Michael WestfallMichael Westfall
Vice President for University AdvancementVice President for University Advancement
Eastern Washington UniversityEastern Washington University
May 27, 2010May 27, 2010
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.com
• MG Potential
• Data
• Awareness
• Form Distribution & Retrieval
• Leveraging Leadership Giving
• Key Marketing Take-Aways
Challenges & Opportunities
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
Potential: Justification Example
Matching Gift PotentialExample: $ 5,000,000
% MG Revenue
1% $ 50,000
5% $ 250,000
8% $ 400,000
10% $ 500,000
12% $ 600,000
15% $ 750,000
“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
Direct Mail Strategies
• Gift Card
• Surveys
Luggage Tag Program
• Inserts in all Direct Mail *
• www.LaminationStation.com *
• Stewardship Component
Data
General Strategies
• Alumni Directory Survey
• Business Card Collection @ Events
• Advertising
• Web Site Update Form
• Work with Career Services
• Screening Services (hep’s EmployerFind)
Data
• 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
• Post-Its
• Gift Plus Brochures
• Advertising
• E-Match Donor Link
• Gift Plus Online
Awareness Tools: Vendor Provided
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
Awareness Tools: Post-Its
General Strategies
• On-Line Links
• Your Top 10
• Reminder Mailings
Forms, Forms, Forms
General Strategies
• Leveraging Major Gifts
• Giving Society Credit?
• In-House Campaigns
• Know Your Top Ten
• Identify Internal Advocates
• Leverage Relationship
Leadership Giving
• 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