Anna Knepler & Erin Thomas CRASH COURSE in ALUMNI & DONOR ENGAGEMENT FOR STUDENT AFFAIRS

BUILDING THE FOUNDATION organization chart, concepts, terminology & models

Functional Areas: Vice President University Communications Advancement Services Alumni RelationsDevelopment  Advancement Services  Alumni Association/Relations  Annual Giving  Corporate & Foundation Relations  Communications  Major Gifts  Marketing  Parent Giving  Planned Giving  Stewardship

Major Giving vs. Annual Giving IdentificationQualificationDiscoveryCultivationSolicitationStewardship IdentifyCultivateSolicitAcknowledgeEngageSteward

Big Picture: Development Actualized donor Major, committed donor Loyal, frequent donor Established donor Repeat donor First-time donor Prospect Inspire Invest Involve Interest Inform Invite Identify Number of people Size of gift Sustaining Gifts (AG) Enabling Gifts (MG)

Big Picture: Development

STRATEGIES & PRACTICES connecting with alumni and friends

Communication Always include thank you! Talk about “you” not “we” Keep the messages simple; don’t over explain Write for YOUR readers Use 14-point type for print communication Print communication is still relevant Logistics

Use pictures!

Communication Connect with what is already in their heart Flatter donors Focus not on the money but on the people behind the money People give to people with causes…more specifically, they give to people who ask on behalf of causes Donors want more meaningful information, like: – Confirmation the gift has been set to work as intended – Measurable results on their gift at work prior to being asked for another contribution Content

Communication In-Person Visits Phone Calls Snail Mail Events Public Relations Website Electronic Newsletter Social Media Avenues Annual Giving Major Gift

Acknowledgements Appropriately personal…investment & interest Impact focused…money is being spent on the right things Emotional…show how the recipients’ lives are changing Donor focused…about them; don’t ask or sell Timely…thanked within 4 weeks

Annual Giving Acknowledgements

Johns Hopkins Holiday Thank You

Engagement Opportunities Personal meetings Invitations to event and activities Ask for service or council Interact with other contributors Meet the key players Steps to Engagement

The New Rules of Engagement

Engagement Opportunities One-on-one meetings Exclusive events Social media Lecturer and discussion panel opportunities Meetings with campus leadership Meeting scholarship recipients Alumni and all call events Social media Volunteer opportunities Engage in networks Major GiftsAnnual Giving

Record Keeping Step 1: Identify important student experiences – Student employment – Student leaders (SGA, advisory boards) – Fraternity/Sorority – Program participants – Award winners Data, Data, Data!

Record Keeping Step 2: Develop System of Record Collection – Who will be the key players? – What will your timeline be? – Standardize across departments Step 3: Work with University Advancement – Understand how their record keeping system works – Share your data and integrate your systems

Record Keeping Step 4: Use your data – Know how to access data – Invite alumni to events – Nominate alumni for awards – Special campaigns or solicitations – Invite alumni to volunteer – Find alumni speakers

Collaboration

Annual Giving Staff Major Gift Officers Promotions and special campaigns Stewardship Office Donor Information Services Alumni Relations University AdvancementWithin Division Committees Cross departmental initiatives Work with Student Affairs Development Staff

TAKEAWAYS what you can do

Next Steps Social media posts about awesome students & alumni Send birthday cards Send notes to students and alumni Acknowledge contributions of alumni Be a “featured” staff at alumni events Crowdfunding Appeal/campaign with development staff Code data? Use it! Students at alumni events, & vice versa

Next Steps (cont.) Review foundation accounts – can you use them better? Keep good records about…everything!

QUESTIONS? what you can do

Resources communications/ in-touch-with-donors/ Insights/AF/Infographics/New-Rules-of-Engagement/New-Rules-of- Engagement.pdf CASE Fundraising Fundamentals Conference: The Development Process- Jeff Liebermann Presentation