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    • 1. Best Practices inPhilanthropic Communications
      Lipman Hearne | Development Dialogues
      Sara Stern
      August 4, 2011
    • 2. Why campaign?
      Brand basics
      Linking the campaign brand with the institutional brand
      Getting started
      Making the case—connecting with donor interests
      Process & channels
      10 creative principles
      Case study & examples
      2
      Lipman Hearne | Development Dialogues
      Today’s
      Agenda
    • 3. Why campaign?
    • 4. Giving makesyou stronger
      4
      Lipman Hearne | Development Dialogues
    • 5. The job of the campaign
      • Build understanding and connection
      • 6. Create excitement about your institution
      • 7. Create a timeframe and sense of urgency
      • 8. Build capacity
      • 9. Focus fundraising on specific, high‐priority objectives
      • 10. Launch new initiatives (and/or construct new facilities)
      • 11. (Or, define your present activities in compelling ways)
      5
      Lipman Hearne | Development Dialogues
    • 12. The job of the campaign
      • …and, oh yeah, raise money
      6
      Lipman Hearne | Development Dialogues
    • 13. Are campaigns still relevant?
      Mid-2008 through early 2010
      • Campaign activity went underground
      • 14. Planning continued to move forward
      36 American universities in public $1B+ campaigns
      • Majority public institutions
      • 15. $1.25B+ raised in Q2 2010
      Donor confidence stabilizing
      Institutional need still present—particularly in regard to public institutions in challenged states
      7
      Lipman Hearne | Development Dialogues
    • 16. Understanding
      For universities, alumni views often “stuck in amber”
      • Haven’t really absorbed the evolution of the institution since their graduation
      Annual donors and prospects frequently focused on specific projects rather than institutional scope, potential
      Faculty or program staff prone to seeing unit rather than institutional interests
      8
      Lipman Hearne | Development Dialogues
    • 17. Ultimately, the campaign helps organize and promulgate institutional vision—and future impact.
    • 18.
      • Campaign offers singular opportunity to reach out to alumni/ae, grateful patients, friends, and prospects
      • 19. Goes beyond “business as usual”
      • 20. Focuses energy, highlights potential
      • 21. Acts as a rallying cry for the converts
      • 22. Presents a “reason to believe” to the disaffected
      Excitement
      10
      Lipman Hearne | Development Dialogues
    • 23. Brand basics
    • 24. Brands exist in the mind
      12
      Lipman Hearne | Development Dialogues
    • 25. 13
      Key brand inputs
      ExternalPerceptions
      InternalPerceptions
      Core Institutional Vision
      BRAND
      Competitive Analysis
      Reasons to Believe
      Lipman Hearne | Development Dialogues
    • 26. But a great brand lives in the mind and captures the heart
      14
      Lipman Hearne | Development Dialogues
    • 27. 15
      Published by CASE in March 2010
      Lipman Hearne | Development Dialogues
    • 28. 16
      A brand is not…
      • …a logo
      • 29. …a tagline
      • 30. …an ad
      • 31. …a viewbook
      • 32. …an uncontrollable Presidential impulse
      Lipman Hearne | Development Dialogues
    • 33. The famous swoosh
      17
      Lipman Hearne | Development Dialogues
    • 34. “Just Do It”...personified
      18
      Lipman Hearne | Development Dialogues
    • 35. “Just Do It”…amplified
      19
      Lipman Hearne | Development Dialogues
    • 36. “Just Do It”…taken much too far
      20
      Lipman Hearne | Development Dialogues
    • 37. Basic definition
      21
      Brand is the promise of an experience.
      Lipman Hearne | Development Dialogues
    • 38. Beyond the basics
      22
      Every strong brand is a hero in someone’s narrative
      • Volvo protects my family.
      • 39. Red Cross helps me in a disaster.
      • 40. Disneyland is fun for all.
      How is your brand a hero?
      • In whose narrative?
      • 41. What impact do you have on the lives of audience? Faculty/Physicians? Staff? Alumni? Patients? Donors?
      • 42. What is different about your offer?
      How does your brand become a valued “badge” of affiliation?
      Lipman Hearne | Development Dialogues
    • 43. Brands in higher ed
      23
      A compilation of factors
      • Personal experience (as student)
      • 44. For alumni, brand “stuck in amber”
      • 45. Leader as symbol of character, quality
      • 46. History—age, size, endowment
      • 47. “Consumer” experience: athletic teams, performances, physical presence, alumni interaction, etc.
      • 48. Third-party endorsements: rankings, testimonials
      • 49. Community visibility, engagement
      • 50. Media presence—earned and advertising
      • 51. Branded collateral—licensed goods
      Lipman Hearne | Development Dialogues
    • 52. Brands in healthcare
      24
      A compilation of factors
      • Personal experience (as patient or parent)
      • 53. Leader as symbol of character, quality
      • 54. Research breakthroughs
      • 55. History of firsts, bests, and “onlies”
      • 56. Customer experience: ease of appointments, wait time, nursing, and way-finding
      • 57. Physical environment, built for healing?
      • 58. Third-party endorsements: rankings, testimonials
      • 59. Community visibility, engagement
      • 60. Media presence—earned and advertising
      Lipman Hearne | Development Dialogues
    • 61. Positioning
      25
      Successful brand positioning…
      • Differentiates in terms that matter
      • 62. Speaks to diverse constituents
      • 63. Clarifies value proposition
      • 64. Casts institution in heroic role
      • 65. Creates brand ambassadors
      • 66. Provides stakeholders a reason to strengthen affiliation
      Most important: It makes a promise that you can keep
      Lipman Hearne | Development Dialogues
    • 67. “Don’t let your mouth write no checks your a** can’t cash.” 
      —Bo Diddley
      26
      Bo knows…
      Lipman Hearne | Development Dialogues
    • 68. 27
      Lipman Hearne | Development Dialogs
      Payoff
      The reward that our stakeholdersderive from affiliation
      Pledge
      The sustaining beliefs and values that motivate us
      Personality
      The face we show the world
      BIG IDEA
      The essence of the brand
      Lipman Hearne
      Proof
      The verifiable assets and attributes that enable us to claim that positioning
      BrandPlatform
      Competitive Positioning
      A clear understanding of where we stand relative to other organizations and to our audience’s knowledge and expectations
      Competitive Positioning
      The fundamental focus of the organization
    • 69. Linking the campaign brandto the institutional brand
    • 70. Campaign character
      29
      Clear understanding of stakeholder e.q.
      • Innovative vs. sentimental
      • 71. Giving back vs. giving forward
      • 72. Institutional vs. personal
      • 73. Emotional vs. logical
      • 74. Hot vs. cool
      Campaign linked to goals and vision
      • Brand rewards/personality linked to institutional character
      Scalability and sustainability
      Lipman Hearne | Development Dialogues
    • 75. Campaign brand
      30
      The campaign exists to make the organization better
      • Campaign identity must link/synchronize with institutional identity
      • 76. Campaign goals must advance institutional strategic plan
      The campaign, though, is not the institution
      • Campaign: special time, special opportunity
      Campaign identity must start to link institutional goals with donor interests
      Lipman Hearne | Development Dialogues
    • 77. Getting started
    • 78. Getting started
      32
      Work with fundraising counsel
      • Review feasibility study
      • 79. Pay particular attention to donor/prospect positioning and messaging issues
      Work with institutional leadership
      • What are the campaign goals?
      • 80. Why these goals?
      • 81. How will achievement of these goals enable the institution to fulfill its mission?
      • 82. How will the institution be transformed by a successful campaign?
      Lipman Hearne | Development Dialogues
    • 83. Getting started…
      33
      Establish context
      • What have others done?
      • 84. What are competitors doing?
      • 85. What did you do last time?
      Lipman Hearne | Development Dialogues
    • 86. Making the case—connecting with donor interests
    • 87. Making the case
      35
      Why this institution?
      • What hold do we have on donor’s hearts and minds? What role do we play in helping solve a problem that matters to the donor? What have we done in the past that proves our ability to deliver on the promise we make?
      Why these projects?
      • How do these campaign objectives link to the institutional vision and plan? How do these objectives link to donor benefit and interests? How does each objective offer a specific benefit? How do these objectives, taken together, add up to an exciting and believable future for the institution?
      Why now?
      • What forces create an urgent need to meet campaign objectives?
      • 88. Why is this campaign important now?
      Lipman Hearne | Development Dialogues
    • 89. Process & channels
    • 90. Campaign Marketing Continuum
      Prospect
      Understands Institution
      Inquiry or
      Annual Fund
      Significant
      Donor
      ExtensivelyInvolved
      Cultivation &
      Solicitation
      CampaignDriver
      Marketing channels across the donor experience
      From awareness to evangelism
      37
      Lipman Hearne | Development Dialogues
    • 105. Channels and tactics across the campaign continuum
      PRE-QUIET/QUIET
      ADVANCEMENT
      PUBLIC
      Case Development
      Campaign Brand Assets
      Reputation Management
      Digital Community Engagement (Social Media)
      Identity System & Guidelines
      Collateral Materials
      Solicitation/Cultivation Materials
      Campaign Brochure
      Digital Community Engagement (Social Media)
      Global Launch
      Mass Solicitation
      Campaign Website
      Digital Community Engagement (Social Media)
      Campaign Video
      Campaign Content Across All Channels
      Public
      Lipman Hearne | Development Dialogues
      38
    • 106. Campaign communications must:
      39
      • Define the emotional drivers your audiences share
      • 107. Generate excitement and sense of momentum
      • 108. Portray gifts as transformational
      • 109. Increase the confidence of campaign volunteer leaders
      • 110. Show the campaign is not “business as usual”
      Lipman Hearne | Development Dialogues
    • 111. 10 creative principles
    • 112. 1: Keep it Simple
      41
      Duke University, North Carolina
      Lipman Hearne | Development Dialogues
    • 113. 2a: Make it Concrete
      42
      University of Akron
      Lipman Hearne | Development Dialogues
    • 114. 2b: Make it Concrete
      Adler Planetarium
      43
      Lipman Hearne | Development Dialogues
    • 115. 3: Express the True You
      44
      Sewanee: University of the South
      Lipman Hearne | Development Dialogues
    • 116. 4: Make them Care
      45
      Jerusalem International YMCA
      Lipman Hearne | Development Dialogues
    • 117. 5: Make it Surprising
      46
      University of Wisconsin–Milwaukee
      Lipman Hearne | Development Dialogues
    • 118. 6a: Tell Stories
      47
      Trinity University
      Lipman Hearne | Development Dialogues
    • 119. 6b: Tell Stories
      Rush University Medical Center
      48
      Lipman Hearne | Development Dialogues
    • 120. 7a: Get a Personality
      49
      Baltimore Museum of Art
      Lipman Hearne | Development Dialogues
    • 121. 7b: Get a Personality
      Chicago Symphony Orchestra
      50
      Lipman Hearne | Development Dialogues
    • 122. 8a: Make it Urgent
      51
      Young Epidemiology Scholarship Competition
      Lipman Hearne | Development Dialogues
    • 123. 8b: Make it Urgent
      United Methodist Church Imagine No Malaria initiative
      52
      Lipman Hearne | Development Dialogues
    • 124. 9: Infuse it with Energy
      53
      Baltimore Museum of Art
      Lipman Hearne | Development Dialogues
    • 125. 10: Stageit
      Denison University
      A letter?
      Lipman Hearne | Development Dialogues
      54
    • 126. Examples
    • 127. 56
      Lipman Hearne | Development Dialogues
    • 128. 57
      Lipman Hearne | Development Dialogues
    • 129. Lipman Hearne | Development Dialogues
      58
    • 130. 59
      Lipman Hearne | Development Dialogues
    • 131. 60
      Lipman Hearne | Development Dialogues
    • 132. 61
      Lipman Hearne | Development Dialogues
    • 133. Stanford’s road show
      Lipman Hearne | Development Dialogues
      62
    • 134. Sustaining Engagement
      Lipman Hearne | Development Dialogues
      63
    • 135. Websites referenced
      http://giving.utexas.edu/why-give/your-gifts-at-work/
      http://thehumanfactor.mit.edu/
      http://campaign.berkeley.edu/photobooth/)
      http://www.seattlechildrens.org/storyproject/
      http://www.giving.umich.edu/gift/
      http://stanfordalumni.org/leadingmatters/portland/
      Lipman Hearne | Development Dialogues
      64
    • 136. Thank you.