CASE III Atlanta February 11, 2009 Market Research and Integrated Marketing Strategies Shaping Fundraising Communications
<ul><li>Michael Jones </li></ul><ul><li>Senior Director of Strategic Communications The University of Virginia </li></ul><...
Agenda <ul><ul><li>The Situation </li></ul></ul><ul><ul><li>The Assignment </li></ul></ul><ul><ul><li>Findings </li></ul><...
The Situation
<ul><li>The Climate:  </li></ul><ul><li>$3 billion campaign  concludes 2011 </li></ul><ul><li>After the campaign:  How do ...
<ul><li>Decentralized annual fund efforts: </li></ul><ul><ul><li>Schools and Colleges </li></ul></ul><ul><ul><li>Athletics...
The  Assignment
The work <ul><li>We wanted to understand how undergrad alumni:   </li></ul><ul><ul><li>Affiliate with U.Va. </li></ul></ul...
The work <ul><li>What We Did: </li></ul><ul><li>Reviewed current Annual Fund solicitation materials </li></ul><ul><li>“ Ma...
Findings
The results <ul><li>Why do alumni give? </li></ul><ul><li>Pride and appreciation for U.Va. </li></ul>
The results <ul><li>Why do alumni give? </li></ul><ul><li>Pride and appreciation for U.Va. </li></ul>“ I am beyond proud t...
The results <ul><li>Did the unit-level Annual Funds promote giving? </li></ul>
The results <ul><li>Did the unit-level appeals promote giving? </li></ul><ul><li>In general, no. Messages weren’t clear: <...
The results “ I have no idea what the Annual Fund is.” “ I’m not sure, but I believe it’s the annual plan for raising mone...
The results <ul><li>Strategic recommendation:  </li></ul><ul><li>Reinvent the U.Va. Annual Fund </li></ul><ul><li>Establis...
Key Insights
The results <ul><li>Insight #1: </li></ul><ul><li>It’s about the brand. </li></ul><ul><li>“ My gift is a way of expressing...
The results <ul><li>Insight #2: </li></ul><ul><li>It’s about investing in the brand. </li></ul><ul><li>“ My gift makes it ...
The results <ul><li>There’s a gap: </li></ul><ul><ul><li>What alumni feel the Annual Fund is  currently  used for  </li></...
The results <ul><li>Perceived “actual” uses </li></ul><ul><ul><li>Whatever the University feels is necessary/administratio...
The results <ul><li>Perceived “actual” uses </li></ul><ul><ul><li>Whatever the University feels is necessary/administratio...
The results <ul><li>Insight #3:  </li></ul><ul><li>Alumni need to know their gift counts. </li></ul><ul><li>Why did alumni...
The results <ul><li>Insight #4:  </li></ul><ul><li>Life stage matters. </li></ul><ul><ul><li>1980-1989 grads particularly ...
The results <ul><li>U.Va. is not important to me relative to: </li></ul><ul><ul><li>“ My daughter’s college costs” </li></...
The results <ul><li>“ I’m probably exactly what Virginia wants. The older I get, the higher they move up on my list, and I...
The results <ul><li>Insight #5: </li></ul><ul><li>Pay attention to what you send. </li></ul><ul><li>Avoid “excessive, redu...
The results <ul><li>“ It seems like I will give to one and then turn around and hear from another. If you could coordinate...
The results <ul><li>“ After I make a contribution, please do not send letters and other literature stating that I have not...
The results  <ul><li>There is no “best” time to ask for donations </li></ul><ul><ul><li>Time of life: What was best for so...
The results  <ul><li>There is no “best” channel to reach alumni </li></ul><ul><ul><li>Online: Best for local alumni clubs,...
Reinventing the Annual Fund
Reinventing the Annual Fund <ul><li>Objectives: </li></ul><ul><ul><li>Clarify and distinguish Annual Fund </li></ul></ul><...
The proposal <ul><li>Introducing:  </li></ul><ul><li>The Virginia Fund </li></ul><ul><ul><li>Joint, collaborative fund </l...
The proposal <ul><li>Components of The Virginia Fund: </li></ul><ul><ul><li>1.  Communications and solicitations from cent...
The proposal <ul><li>Plus internally :  </li></ul><ul><li>Development Office guarantees each school specific unrestricted ...
Recommendations for next steps <ul><li>Clarify and distinguish Annual Fund </li></ul><ul><ul><li>Establish unifying instit...
<ul><li>Response </li></ul><ul><ul><li>Consistent language, messaging, and clear definitions </li></ul></ul><ul><ul><li>Me...
Recommendations for next steps <ul><li>2.  Report findings to alumni </li></ul><ul><ul><li>Alumni want to know they are he...
<ul><li>Response </li></ul><ul><ul><li>Stories, ads, direct communications remind alumni: </li></ul></ul><ul><ul><ul><li>U...
Recommendations for next steps <ul><li>Emphasize the value of  all  gifts </li></ul><ul><ul><li>Illustrate the value and  ...
<ul><li>Response </li></ul><ul><ul><li>Ongoing communication about the value of annual gifts </li></ul></ul><ul><ul><ul><l...
Recommendations for next steps <ul><li>Coordinate communications </li></ul><ul><ul><li>Create a comprehensive, integrated ...
<ul><li>Response </li></ul><ul><ul><li>Comprehensive calendar  </li></ul></ul><ul><ul><li>Once gift has been made, donor n...
Recommendations for next steps <ul><li>Refine communications mix </li></ul><ul><ul><li>Most alumni prefer/need more than o...
<ul><li>Response </li></ul><ul><ul><li>Mix of communications and solicitations  </li></ul></ul><ul><ul><ul><li>Includes ed...
Recommendations for next steps <ul><li>Time communications according to known giving trends </li></ul><ul><ul><li>Analyze ...
<ul><li>Response </li></ul><ul><ul><li>Thorough analysis of previous annual giving to improve timing of appeals </li></ul>...
Recommendations for next steps <ul><li>Actively segment the donor base </li></ul><ul><ul><li>Analyze alumni giving behavio...
<ul><li>Response </li></ul><ul><ul><li>Research showed need for segmentation and to fine tune messaging </li></ul></ul><ul...
Recommendations for next steps <ul><li>Part I:  Test  different strategies within specific segments </li></ul><ul><ul><li>...
<ul><li>Response </li></ul><ul><ul><li>Integrate Advance and Kintera systems  </li></ul></ul><ul><ul><ul><li>Better suppor...
Recommendations for next steps <ul><li>Consistently anchor appeals in valued messages </li></ul><ul><ul><li>Reinforce the ...
<ul><li>Response </li></ul><ul><ul><ul><li>Show by example </li></ul></ul></ul><ul><ul><ul><ul><li>Annual giving last year...
Recommendations for next steps <ul><li>Continue to ask alumni to share opinions </li></ul><ul><ul><li>Consider replacing o...
<ul><li>Response </li></ul><ul><ul><li>Periodically conduct informal focus groups and surveys to assess effectiveness of c...
Annual Fund message foundation My gift is a way of expressing my loyalty to my college or school and my confidence in the ...
Questions?
<ul><li>Michael Jones </li></ul><ul><li>Senior Director of Strategic Communications The University of Virginia </li></ul><...
Upcoming SlideShare
Loading in …5
×

Case Iii 2 11 09 Final

532 views
471 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
532
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Case Iii 2 11 09 Final

    1. 1. CASE III Atlanta February 11, 2009 Market Research and Integrated Marketing Strategies Shaping Fundraising Communications
    2. 2. <ul><li>Michael Jones </li></ul><ul><li>Senior Director of Strategic Communications The University of Virginia </li></ul><ul><li>Donna Van De Water </li></ul><ul><li>Managing Director & Principal </li></ul><ul><li>Lipman Hearne </li></ul>
    3. 3. Agenda <ul><ul><li>The Situation </li></ul></ul><ul><ul><li>The Assignment </li></ul></ul><ul><ul><li>Findings </li></ul></ul><ul><ul><li>Key Insights </li></ul></ul><ul><ul><li>Reinventing the Annual Fund </li></ul></ul><ul><ul><li>Discussion </li></ul></ul>
    4. 4. The Situation
    5. 5. <ul><li>The Climate: </li></ul><ul><li>$3 billion campaign concludes 2011 </li></ul><ul><li>After the campaign: How do we keep alumni engaged? </li></ul><ul><li>Challenge: Decentralization </li></ul>
    6. 6. <ul><li>Decentralized annual fund efforts: </li></ul><ul><ul><li>Schools and Colleges </li></ul></ul><ul><ul><li>Athletics </li></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><li>Alumni Association </li></ul></ul><ul><ul><li>Other Units </li></ul></ul>
    7. 7. The Assignment
    8. 8. The work <ul><li>We wanted to understand how undergrad alumni: </li></ul><ul><ul><li>Affiliate with U.Va. </li></ul></ul><ul><ul><li>Engage in giving </li></ul></ul><ul><ul><li>Relate to messages from different U.Va. colleges/schools, departments </li></ul></ul><ul><ul><li>Perceive U.Va. Annual Fund communications </li></ul></ul><ul><ul><ul><li>Coordination </li></ul></ul></ul><ul><ul><ul><li>Channels </li></ul></ul></ul><ul><ul><ul><li>Timing </li></ul></ul></ul>
    9. 9. The work <ul><li>What We Did: </li></ul><ul><li>Reviewed current Annual Fund solicitation materials </li></ul><ul><li>“ Mapped” key and core messages and support points </li></ul><ul><li>Alumni research </li></ul><ul><ul><li>In-depth individual interviews </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Survey </li></ul></ul>
    10. 10. Findings
    11. 11. The results <ul><li>Why do alumni give? </li></ul><ul><li>Pride and appreciation for U.Va. </li></ul>
    12. 12. The results <ul><li>Why do alumni give? </li></ul><ul><li>Pride and appreciation for U.Va. </li></ul>“ I am beyond proud to be an alum of U.Va. I love telling people where I went to school as most of them are visibly impressed.”
    13. 13. The results <ul><li>Did the unit-level Annual Funds promote giving? </li></ul>
    14. 14. The results <ul><li>Did the unit-level appeals promote giving? </li></ul><ul><li>In general, no. Messages weren’t clear: </li></ul><ul><ul><li>What it is </li></ul></ul><ul><ul><li>Why it is necessary </li></ul></ul><ul><ul><li>How it is used </li></ul></ul><ul><ul><li>How it is different from other fundraising initiatives </li></ul></ul>
    15. 15. The results “ I have no idea what the Annual Fund is.” “ I’m not sure, but I believe it’s the annual plan for raising money from alumni donations.”
    16. 16. The results <ul><li>Strategic recommendation: </li></ul><ul><li>Reinvent the U.Va. Annual Fund </li></ul><ul><li>Establish a distinct, unified identity for the undergraduate Annual Fund </li></ul><ul><li>Anchor benefit in U.Va. pride and alumni appreciation </li></ul><ul><li>Clearly define Annual Fund uses and value </li></ul><ul><li>Integrate with undergraduate schools – each as a component of the U.Va. Annual Fund </li></ul>
    17. 17. Key Insights
    18. 18. The results <ul><li>Insight #1: </li></ul><ul><li>It’s about the brand. </li></ul><ul><li>“ My gift is a way of expressing my loyalty to my college or school and my confidence in the University’s future.” </li></ul><ul><li>“ A gift to the Annual Fund shows that I am proud to be connected to the long history and venerable traditions of Thomas Jefferson’s university.” </li></ul>
    19. 19. The results <ul><li>Insight #2: </li></ul><ul><li>It’s about investing in the brand. </li></ul><ul><li>“ My gift makes it possible for new generations to have the kinds of experiences that made my own U.Va. education so meaningful.” </li></ul><ul><li>“ My gift helps give U.Va. the resources necessary to attract leading teacher-scholars .” </li></ul>
    20. 20. The results <ul><li>There’s a gap: </li></ul><ul><ul><li>What alumni feel the Annual Fund is currently used for </li></ul></ul><ul><ul><li>What they believe it should be used for. </li></ul></ul>
    21. 21. The results <ul><li>Perceived “actual” uses </li></ul><ul><ul><li>Whatever the University feels is necessary/administration/ general use </li></ul></ul><ul><ul><li>Building/facilities </li></ul></ul><ul><ul><li>Program/curriculum/research </li></ul></ul>
    22. 22. The results <ul><li>Perceived “actual” uses </li></ul><ul><ul><li>Whatever the University feels is necessary/administration/ general use </li></ul></ul><ul><ul><li>Building/facilities </li></ul></ul><ul><ul><li>Program/curriculum/research </li></ul></ul><ul><li>Top three “important” uses </li></ul><ul><ul><li>Program/curriculum/research </li></ul></ul><ul><ul><li>Financial aid/student support </li></ul></ul><ul><ul><li>Faculty salaries/recruiting faculty </li></ul></ul>
    23. 23. The results <ul><li>Insight #3: </li></ul><ul><li>Alumni need to know their gift counts. </li></ul><ul><li>Why did alumni stop giving? </li></ul><ul><ul><li>Financial reasons </li></ul></ul><ul><ul><li>U.Va. is important, but others need help more, especially religious and healthcare institutions </li></ul></ul><ul><ul><li>U.Va. doesn’t need small donations </li></ul></ul>
    24. 24. The results <ul><li>Insight #4: </li></ul><ul><li>Life stage matters. </li></ul><ul><ul><li>1980-1989 grads particularly constrained by finances </li></ul></ul><ul><ul><li>2000-2007 grads have less discretionary income </li></ul></ul>
    25. 25. The results <ul><li>U.Va. is not important to me relative to: </li></ul><ul><ul><li>“ My daughter’s college costs” </li></ul></ul><ul><ul><li>“ My son’s high school tuition” </li></ul></ul><ul><ul><li>“ Environmental causes” </li></ul></ul>
    26. 26. The results <ul><li>“ I’m probably exactly what Virginia wants. The older I get, the higher they move up on my list, and I turn down everything else.” </li></ul>
    27. 27. The results <ul><li>Insight #5: </li></ul><ul><li>Pay attention to what you send. </li></ul><ul><li>Avoid “excessive, redundant mailings” </li></ul><ul><li>Be more succinct and tailored </li></ul><ul><li>Stop always asking for money. </li></ul><ul><li>Telephone solicitations are annoying, embarrassing, and intrusive </li></ul>
    28. 28. The results <ul><li>“ It seems like I will give to one and then turn around and hear from another. If you could coordinate all these efforts it would be easier to understand where my money was going and allow me to plan my giving.” </li></ul>
    29. 29. The results <ul><li>“ After I make a contribution, please do not send letters and other literature stating that I have not yet made a contribution. That makes me feel like my contribution is irrelevant.” </li></ul>
    30. 30. The results <ul><li>There is no “best” time to ask for donations </li></ul><ul><ul><li>Time of life: What was best for some was worst for others </li></ul></ul><ul><ul><li>Time of year: Divergence of preference </li></ul></ul><ul><ul><ul><li>End of year/Holidays </li></ul></ul></ul><ul><ul><ul><li>Spring </li></ul></ul></ul><ul><ul><ul><li>Fall </li></ul></ul></ul>
    31. 31. The results <ul><li>There is no “best” channel to reach alumni </li></ul><ul><ul><li>Online: Best for local alumni clubs, financial solicitations </li></ul></ul><ul><ul><li>Print: Best to convey news </li></ul></ul><ul><ul><ul><li>63% read alumni magazine </li></ul></ul></ul><ul><ul><ul><li>25% read letters </li></ul></ul></ul>
    32. 32. Reinventing the Annual Fund
    33. 33. Reinventing the Annual Fund <ul><li>Objectives: </li></ul><ul><ul><li>Clarify and distinguish Annual Fund </li></ul></ul><ul><ul><li>Report on findings to alumni </li></ul></ul><ul><ul><li>Emphasize the value of all gifts </li></ul></ul><ul><ul><li>Coordinate communications more effectively </li></ul></ul><ul><ul><li>Refine communications mix </li></ul></ul><ul><ul><li>Time appeals based on behavior </li></ul></ul><ul><ul><li>Tailor communications based on segmentation </li></ul></ul><ul><ul><li>Test and track </li></ul></ul><ul><ul><li>Consistently anchor appeals in valued messages </li></ul></ul><ul><ul><li>Continue to poll alumni </li></ul></ul>
    34. 34. The proposal <ul><li>Introducing: </li></ul><ul><li>The Virginia Fund </li></ul><ul><ul><li>Joint, collaborative fund </li></ul></ul><ul><ul><li>Builds on key U.Va. messages </li></ul></ul><ul><ul><li>Addresses needs of individual undergraduate schools </li></ul></ul>
    35. 35. The proposal <ul><li>Components of The Virginia Fund: </li></ul><ul><ul><li>1. Communications and solicitations from central development office </li></ul></ul><ul><ul><ul><ul><li>Introduce new fund </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Educate alumni about Annual Fund </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Make the case </li></ul></ul></ul></ul><ul><ul><li>2. Solicitations from schools </li></ul></ul><ul><ul><ul><ul><li>Reinforce central messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>State their own case </li></ul></ul></ul></ul><ul><ul><li>. . . Complemented by </li></ul></ul><ul><ul><ul><ul><li>Virginia Fund website </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New quarterly giving newsletter </li></ul></ul></ul></ul>
    36. 36. The proposal <ul><li>Plus internally : </li></ul><ul><li>Development Office guarantees each school specific unrestricted funds </li></ul><ul><li>. . . ensuring previous fund revenue in the first year </li></ul>
    37. 37. Recommendations for next steps <ul><li>Clarify and distinguish Annual Fund </li></ul><ul><ul><li>Establish unifying institutional identity </li></ul></ul><ul><ul><li>Emphasize the value of everyday support </li></ul></ul><ul><ul><li>Highlight and illustrate how Annual Fund is used </li></ul></ul><ul><ul><li>Clearly define priorities </li></ul></ul>“ There needs to be more transparency on how the university does business and spends its money. We give and have no clue on what we’re giving to half the time and no clue how the money’s being used.” “ I can never tell which campaign/fund I'm being asked to donate to.”
    38. 38. <ul><li>Response </li></ul><ul><ul><li>Consistent language, messaging, and clear definitions </li></ul></ul><ul><ul><li>Messaging developed with schools, with school-focused messaging under institutional brand umbrella </li></ul></ul><ul><ul><li>Ongoing reinforcement of The Virginia Fund as necessary to the everyday life of the University </li></ul></ul>
    39. 39. Recommendations for next steps <ul><li>2. Report findings to alumni </li></ul><ul><ul><li>Alumni want to know they are heard </li></ul></ul><ul><ul><li>Share Annual Fund updates/stories and results through magazines/ newsletters/web pages </li></ul></ul>“ Soliciting feedback/input, through initiatives such as this survey, does a great deal to engage alumni.”
    40. 40. <ul><li>Response </li></ul><ul><ul><li>Stories, ads, direct communications remind alumni: </li></ul></ul><ul><ul><ul><li>U.Va. is interested in what they have to say </li></ul></ul></ul><ul><ul><ul><li>U.Va. is improving communications </li></ul></ul></ul><ul><ul><li>Integrate communications across all channels </li></ul></ul>
    41. 41. Recommendations for next steps <ul><li>Emphasize the value of all gifts </li></ul><ul><ul><li>Illustrate the value and power of collective gifts </li></ul></ul><ul><ul><li>Reward consistency to keep donors engaged </li></ul></ul>“ The University gets so much money from private funds. I do not think my $50-$100/year is needed that much. The school is well-endowed. Why would they need my help? They're doing so well.”
    42. 42. <ul><li>Response </li></ul><ul><ul><li>Ongoing communication about the value of annual gifts </li></ul></ul><ul><ul><ul><li>Individual recognition and acknowledgement letters (templated from central and school perspectives) </li></ul></ul></ul><ul><ul><ul><li>Features on the web and in Traditions. </li></ul></ul></ul>
    43. 43. Recommendations for next steps <ul><li>Coordinate communications </li></ul><ul><ul><li>Create a comprehensive, integrated annual giving communications plan </li></ul></ul><ul><ul><li>Coordinate and track communications through a central operation </li></ul></ul><ul><ul><li>Allow a “grace period” from solicitations after a gift is received </li></ul></ul>“ Even after I've donated, I continue getting calls for that same year. That's highly annoying and makes me consider not donating again.” “ I sometimes get confused when I get emails or print materials from different parts of the University (i.e., alumni association versus college of arts and sciences). It can be difficult to decipher where the information is coming from.”
    44. 44. <ul><li>Response </li></ul><ul><ul><li>Comprehensive calendar </li></ul></ul><ul><ul><li>Once gift has been made, donor not solicited again </li></ul></ul><ul><ul><ul><li>With exception of possible year-end gift to help meet Annual Fund goals </li></ul></ul></ul><ul><ul><li>Better utilization of coding and tagging will ensure better coordination </li></ul></ul>
    45. 45. Recommendations for next steps <ul><li>Refine communications mix </li></ul><ul><ul><li>Most alumni prefer/need more than one method of communication about the Annual Fund </li></ul></ul><ul><ul><li>Better integrate phone-a-thon into overall strategy </li></ul></ul><ul><ul><li>Consider limiting number of solicitations per year </li></ul></ul>“ If [they] only requested money twice a year that’s fine. I give annually anyway.”
    46. 46. <ul><li>Response </li></ul><ul><ul><li>Mix of communications and solicitations </li></ul></ul><ul><ul><ul><li>Includes editorials and ads in alumni magazine and University magazine </li></ul></ul></ul><ul><ul><li>Targeted direct mail, direct e-mail, and viral/web 2.0 </li></ul></ul>
    47. 47. Recommendations for next steps <ul><li>Time communications according to known giving trends </li></ul><ul><ul><li>Analyze database to determine timing trends for alumni giving </li></ul></ul><ul><ul><li>Build communications plan for alumni to lead up to their “trigger” times </li></ul></ul><ul><ul><li>Make a point in messaging that the University is sensitive to sending excessive communications </li></ul></ul><ul><ul><ul><li>Respect for alumni time and attention </li></ul></ul></ul><ul><ul><ul><li>Responsibility to environment </li></ul></ul></ul>
    48. 48. <ul><li>Response </li></ul><ul><ul><li>Thorough analysis of previous annual giving to improve timing of appeals </li></ul></ul><ul><ul><li>Proposed calendar adjusted in response to this analysis </li></ul></ul><ul><ul><li>Establish benchmarks and best practices upon which to build ongoing effort </li></ul></ul>
    49. 49. Recommendations for next steps <ul><li>Actively segment the donor base </li></ul><ul><ul><li>Analyze alumni giving behavior and develop metrics: </li></ul></ul><ul><ul><ul><li>By school/college </li></ul></ul></ul><ul><ul><ul><li>By life stage </li></ul></ul></ul><ul><ul><ul><li>By class </li></ul></ul></ul><ul><ul><ul><li>By age </li></ul></ul></ul><ul><ul><ul><li>By geography </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul>
    50. 50. <ul><li>Response </li></ul><ul><ul><li>Research showed need for segmentation and to fine tune messaging </li></ul></ul><ul><ul><li>Analyze alumni giving behavior with available information </li></ul></ul><ul><ul><li>Assess effectiveness of each communication or solicitation prior to implementing subsequent touches </li></ul></ul>
    51. 51. Recommendations for next steps <ul><li>Part I: Test different strategies within specific segments </li></ul><ul><ul><li>Message and channel combinations </li></ul></ul><ul><ul><li>Timing and channel combinations </li></ul></ul><ul><ul><li>Vary communication mix </li></ul></ul><ul><li>Part II: Actively track and measure all results </li></ul><ul><ul><li>Response rates </li></ul></ul><ul><ul><li>Year-to-year changes </li></ul></ul><ul><ul><li>Percent increase in donors </li></ul></ul><ul><ul><li>Percent increase in dollars </li></ul></ul>
    52. 52. <ul><li>Response </li></ul><ul><ul><li>Integrate Advance and Kintera systems </li></ul></ul><ul><ul><ul><li>Better support gift accounting </li></ul></ul></ul><ul><ul><ul><li>Provide comprehensive metrics and analysis for decision making </li></ul></ul></ul><ul><ul><li>Code all solicitations and communications to facilitate analysis </li></ul></ul><ul><ul><li>Pre-test messages within segmented populations </li></ul></ul>Recommendations for next steps
    53. 53. Recommendations for next steps <ul><li>Consistently anchor appeals in valued messages </li></ul><ul><ul><li>Reinforce the core messages of pride and appreciation in the University </li></ul></ul><ul><ul><li>Emphasize the key reasons alumni value annual giving </li></ul></ul><ul><ul><li>Follow through with the most compelling school/college messages </li></ul></ul>
    54. 54. <ul><li>Response </li></ul><ul><ul><ul><li>Show by example </li></ul></ul></ul><ul><ul><ul><ul><li>Annual giving last year enabled 50 doctoral students to make presentations at national and international conferences </li></ul></ul></ul></ul><ul><ul><ul><li>Use testimonials in segmented appeals </li></ul></ul></ul>Recommendations for next steps
    55. 55. Recommendations for next steps <ul><li>Continue to ask alumni to share opinions </li></ul><ul><ul><li>Consider replacing one appeal/email per year with a simple email survey about communication </li></ul></ul><ul><ul><li>Track results year to year – a “communication report card” </li></ul></ul>
    56. 56. <ul><li>Response </li></ul><ul><ul><li>Periodically conduct informal focus groups and surveys to assess effectiveness of communication vehicles and messaging </li></ul></ul><ul><ul><li>Report on ongoing results of The Virginia Fund through targeted communications </li></ul></ul>
    57. 57. Annual Fund message foundation My gift is a way of expressing my loyalty to my college or school and my confidence in the University’s future. A gift to the Annual Fund shows that I am proud to be connected to the long history and venerable traditions of Thomas Jefferson’s university. My gift makes it possible for new generations to have the kinds of experiences that made my own U.Va. education so meaningful. My gift helps give U.Va. the resources necessary to attract leading teacher-scholars . School of Architecture U.Va. gave me the unique opportunity to study in Jefferson’s campus – itself a masterpiece of architecture, landscape architecture, and planning. Arts & Sciences It is an important time to give to U.Va. because it gives me the benefits of a large research university with the personalized atmosphere of a small liberal arts college – and all at a public school price. Curry School of Education Our nation needs to know how to train and support the best and most effective teachers and educators because children’s lives are improved through the transformative power of education. McIntire School of Commerce My Annual Fund gift expresses gratitude for the impact the McIntire School of Commerce had on my life. … impact McIntire had on my professional life . SEAS My annual gift supports the SEAS’s ambitions to be positioned among the nation’s top 20 engineering schools. … helps keep SEAS at the forefront of science and engineering education by supporting distinctive research projects and student programs. School of Nursing My gift to the School of Nursing is an investment in the future of the people, programs, and research that will shape the future of health care. CORE KEY
    58. 58. Questions?
    59. 59. <ul><li>Michael Jones </li></ul><ul><li>Senior Director of Strategic Communications The University of Virginia </li></ul><ul><li>[email_address] </li></ul><ul><li>Donna Van De Water </li></ul><ul><li>Managing Director & Principal </li></ul><ul><li>Lipman Hearne </li></ul><ul><li>[email_address] </li></ul>

    ×