Taking it to the Next Level: Building a Comprehensive Fundraising Program Through a Campaign Michael C. Andreasen Executive Director, Development and Alumni Relations Stephen M. Ross School of Business University of Michigan

Michael C. Andreasen background Student Caller Director, Annual Fund Director, Major Gifts Campaign Director Executive Director

Comprehensive Fundraising Program Executive Summary $100 - $100 million Integration of Engagement Programs & Development Role of Volunteers The 'Campaign' Difference Securing 'the Gift' in a Campaign

Comprehensive Fundraising Program $100 - $100 million  Strong Annual Giving Program –Data is key –Phone & mail –Segmented solicitations –Compelling examples of impact –Active chair/volunteer –Consistent/coordinated communication

Comprehensive Fundraising Program $100 - $100 million  Major Gifts: The Six Figure Pipeline –Energetic Diverse Development Officer Team –Target Annual Donors –DISCOVERY – DISCOVERY -- DISCOVERY

Comprehensive Fundraising Program $100 - $100 million  Nucleus of Principle Gifts ($5 million+) –Sequence gift announcements –Boards/Volunteers/Organization CEO

$ $100 million SUMMARY Decide to be committed to a comprehensive program Promote the concept in all strategy discussions Promote successes Benchmark

Integration of Engagement Programs & Development Define your engagement program  Can’t do it all  What do your donors tell you they want or need? Develop detailed business plan with benchmarking criteria  Set parameters  Multi-year plans/planning  Manage expectations

Integration of Engagement Programs & Development Determine obvious/natural collaborative opportunities with Development  Regional activity  Communications  Data collection Force communication between programs  Relocate staff  Create task forces  Staff retreats

Integration of Engagement Programs & Development Lead by Example  Engage donors  Board leadership  Visit/attend club activities

Role of Volunteers Advice  Strategy of organization  Engagement & Development Programs  Campaign Planning Ambassadors  Hosts  Screening/rating  Solicitors Donor pool  Principal gift prospects  Nucleus fund donors Ross School  Alumni Board, Corporate Board, Visiting Committee, Campaign Cabinet

The Campaign Feasibility The 'Case Statement' Planning/Build Out Public Phase/University Wide Coordination A Campaign is to fundraising as the Super Bowl is to a regular season game.

The Campaign Feasibility  Internal readiness  Identified priorities  Gift potential  Role of consultants

The Campaign The Case Statement  What is it?  Is it the holy grail?  What to do with it if you get it?  Does it ultimately become a brochure?

The Campaign Planning/Build Out  Setting a timeline  Develop a gift pyramid  Set in place benchmarking  Hire the staff  Develop a 'public phase' plan

The Campaign A Campaign is to fundraising the way the Super Bowl is to the regular season game  Fundraising fundamentals  Increased intensity  Unified voice  Targeted priorities  Broad internal participation  Investment in the Development program  Taking it to the next level and beyond

The Campaign Securing ‘The Gift’ in a Campaign  The naming of the Stephen M. Ross School of Business at the University of Michigan

DISCUSSION

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