Constructing a Marketing Plan for Matching Gifts Michael Westfall Vice President for University Advancement Eastern Washington University May 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

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 Potential Example: $ 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 * * Stewardship Component Data

General Strategies Alumni Directory Survey Business Card 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

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

Michael Westfall Poll Questions & Additional Questions