Annual Fund - FY2009 <ul><li>Steven Nicolet, Director of Annual Fund  </li></ul>The University of North Carolina-Chapel Hi...
Situation Analysis <ul><li>Strengths </li></ul><ul><ul><li>The total dollars given to Kenan-Flagler is strong and continue...
Benchmarking Annual Fund – Total Annual Donors to KFBS
Benchmarking Annual Fund – Total Annual Fund Revenue
Benchmarking Annual Fund – KFBS Donors FY2005
Benchmarking Annual Fund – KFBS Donors FY2006
Benchmarking Annual Fund – KFBS Donors FY2007
Benchmarking Annual Fund – KFBS Donors FY2008
Benchmarking Annual Fund - Undergraduate Giving Average Gift By Donor Type
Benchmarking Annual Fund - Graduate Giving Average Gift By Donor Type
Benchmarking Annual Fund - Undergraduate Giving Donors and Revenue By Giving Level
Benchmarking Annual Fund - Graduate Giving Donors and Revenue By Giving Level
Benchmarking Annual Fund - Undergraduate Giving Donor Retention
Benchmarking Annual Fund - Graduate Giving Donor Retention
Benchmarking Annual Fund - Undergraduate Giving Donor Reactivation
Benchmarking Annual Fund - Graduate Giving Donor Reactivation
Benchmarking Annual Fund - Undergraduate Giving Revenue Upgrade
Benchmarking Annual Fund - Graduate Giving Revenue Upgrade
Objectives <ul><li>Objective A: Unrestricted Revenue </li></ul><ul><li>Objective B:  Donor Reactivation </li></ul><ul><li>...
Strategies <ul><li>Strategy 1: Utilize data to discover donor trends and tendencies. </li></ul><ul><li>Strategy 2: Continu...
Objective A:  Unrestricted   Revenue Increase the spendable, unrestricted of UNC Kenan-Flagler Business School to $2,400,0...
Objective B:   Donor Reactivation Increase the number of UNC Kenan-Flagler Business School Lapsed Donors to 1,000. Tactics...
Objective C:   Donor Retention Increase the number of retained donors to the UNC Kenan-Flagler Business School from the pr...
Objective D:   New Donor Acquisition Increase the number of new donors to the UNC Kenan-Flagler Business School from the p...
Objective E:   Stewardship Improve annual fund stewardship by communicating donor impact. Tactics 1. First time donor kits...
Timeline ANNUAL FUND SOLICITATION SCHEDULE 2008-2009 July August September October November December January February Marc...
Plan For Evaluation <ul><li>These performance measurements will be used to analyze the entire program.  We will focus on t...
Strategic Directions For Annual Giving <ul><li>  Annual giving programs are an organization’s building blocks.  The annual...
<ul><li>Our strategic direction in the Annual Giving arena is to become consistent, integrated and comprehensive.  We will...
<ul><li>  </li></ul><ul><li>The 2008-09 fiscal year for the Annual Fund promises to be a very challenging year.  As we beg...
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Annual Fund 2009 Plan

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The annual fund strategy for the UNC-Kenan-Flagler Business School for FY09.

Annual Fund 2009 Plan

  1. 1. Annual Fund - FY2009 <ul><li>Steven Nicolet, Director of Annual Fund </li></ul>The University of North Carolina-Chapel Hill The Kenan-Flagler Business School
  2. 2. Situation Analysis <ul><li>Strengths </li></ul><ul><ul><li>The total dollars given to Kenan-Flagler is strong and continues to grow. </li></ul></ul><ul><ul><li>Total number of alumni has reached 30,000. This is a large academic unit at the University of North Carolina. </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>The Carolina First Campaign has concluded. There is an historical drop in donations in the year following a comprehensive campaign. </li></ul></ul><ul><ul><li>The national economy is still showing signs of weakness. </li></ul></ul><ul><ul><li>Many Kenan-Flagler alumni are giving to UNC campus-wide funds rather than KFBS. </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Target Annual Fund efforts to specific audiences with more relevant messages. </li></ul></ul><ul><ul><li>Take greater advantage of electronic solicitations. </li></ul></ul><ul><ul><li>Develop messages that speak more to the concepts of the School as family, teamwork, being the best. </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>The alumni and especially the younger alumni are less responsive. </li></ul></ul><ul><ul><li>Nationwide, donors are more selective in choosing their charities. </li></ul></ul>
  3. 3. Benchmarking Annual Fund – Total Annual Donors to KFBS
  4. 4. Benchmarking Annual Fund – Total Annual Fund Revenue
  5. 5. Benchmarking Annual Fund – KFBS Donors FY2005
  6. 6. Benchmarking Annual Fund – KFBS Donors FY2006
  7. 7. Benchmarking Annual Fund – KFBS Donors FY2007
  8. 8. Benchmarking Annual Fund – KFBS Donors FY2008
  9. 9. Benchmarking Annual Fund - Undergraduate Giving Average Gift By Donor Type
  10. 10. Benchmarking Annual Fund - Graduate Giving Average Gift By Donor Type
  11. 11. Benchmarking Annual Fund - Undergraduate Giving Donors and Revenue By Giving Level
  12. 12. Benchmarking Annual Fund - Graduate Giving Donors and Revenue By Giving Level
  13. 13. Benchmarking Annual Fund - Undergraduate Giving Donor Retention
  14. 14. Benchmarking Annual Fund - Graduate Giving Donor Retention
  15. 15. Benchmarking Annual Fund - Undergraduate Giving Donor Reactivation
  16. 16. Benchmarking Annual Fund - Graduate Giving Donor Reactivation
  17. 17. Benchmarking Annual Fund - Undergraduate Giving Revenue Upgrade
  18. 18. Benchmarking Annual Fund - Graduate Giving Revenue Upgrade
  19. 19. Objectives <ul><li>Objective A: Unrestricted Revenue </li></ul><ul><li>Objective B: Donor Reactivation </li></ul><ul><li>Objective C: Donor Retention </li></ul><ul><li>Objective D: New Donor Acquisition </li></ul><ul><li>Objective E: Stewardship </li></ul>
  20. 20. Strategies <ul><li>Strategy 1: Utilize data to discover donor trends and tendencies. </li></ul><ul><li>Strategy 2: Continue using outside vendors including the Annual Giving Department in central development, utilizing their resources and support. </li></ul><ul><li>Strategy 3: Use technology to reach more of our constituents. </li></ul><ul><li>Strategy 4: Obtain input from our Alumni Council and use what we learn more aggressively. </li></ul><ul><li>Strategy 5: Apply resources to donor acquisition and retention. Direct mail and telephone outreach will target key constituents. </li></ul>
  21. 21. Objective A: Unrestricted Revenue Increase the spendable, unrestricted of UNC Kenan-Flagler Business School to $2,400,000. Tactics 1. Use J.M. Perrone to form a comprehensive Direct Mail Program using a systematic approach with separate undergraduate and graduate mailings. 2. Use the services of MCR for creating Matching Gift acquisition mailings. 3. Send direct mail and e-mail with different messages to class segments. Each message can be signed by a popular faculty member. 4. Improve the Class Gift Programs by eliminating the grace period between pledges and first pledge payment.
  22. 22. Objective B: Donor Reactivation Increase the number of UNC Kenan-Flagler Business School Lapsed Donors to 1,000. Tactics 1. Use J.M. Perrone to form a comprehensive Direct Mail Program using a systematic approach with separate undergraduate and graduate mailings. 2. Use the services of MCR for creating Matching Gift mailings. 3. Send direct mail and e-mail with different messages to class segments. Each message can be signed by a popular faculty member. 4. Create a segmented Flash e-mail solicitation by The Pursuant Group targeting lapsed donors.
  23. 23. Objective C: Donor Retention Increase the number of retained donors to the UNC Kenan-Flagler Business School from the previous year. Tactics 1. Target segmentations such as: Graduate alumni, undergraduate, Various Classes, Married Alumni and the Personicx data clusters. 2. Continue our First-Time Donor Kits. 3. Work closely with Central Development on retaining our previous donors. 4. Use direct mail, website and e-mail to reach our constituents. 5. Encourage monthly giving through credit cards and EFT. 6. Increase the number of visits and visitors to the Phonathon.
  24. 24. Objective D: New Donor Acquisition Increase the number of new donors to the UNC Kenan-Flagler Business School from the previous year. Tactics 1. Target Young Alumni working closely with the Director of Young Alumni Programs. 2. Use MCR to create a Matching Gift solicitation mailing. 3. Work on our International Alumni pool. 4. Increase the number of e-mail solicitations. 5. Continually improve our website making it as user friendly as possible. 6. Increase the use of Personicx when targeting various constituents.
  25. 25. Objective E: Stewardship Improve annual fund stewardship by communicating donor impact. Tactics 1. First time donor kits will be delivered to every first time donor to Kenan-Flagler. 2. E-mail donors using FLASH to demonstrate donor impact. 3. Send personal letters for all annual donors over $500. 4. Personal phone calls to all annual donors over $1,000. 5. Sign all gift acknowledgement letters for donors under $500. 6. Use Personicx to identify donors who are rated high and make personal phone calls to acknowledge their giving.
  26. 26. Timeline ANNUAL FUND SOLICITATION SCHEDULE 2008-2009 July August September October November December January February March April May June Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters Anniv. Letters 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits 1 ST Time Donor Kits Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Phona-thon Annual Fund Report Int’l Alumni E-Mail #1 LYBUNT Mailing Impact News-Letter SYBUNT Mailing Alumni E-mail #2 Non-Donor Mailing Match Gift Mailing #1 Class Gift E-mail #3 Parent Mailing Alumni E-mail #4 Fac/StafMailing Alumni E-mail #5 End of Fiscal Year Mailing Match Gift Mailing #2
  27. 27. Plan For Evaluation <ul><li>These performance measurements will be used to analyze the entire program. We will focus on trends, strengths and weaknesses that are useful in planning and evaluating the Annual Fund. </li></ul><ul><ul><li>How many solicited=total number of constituents </li></ul></ul><ul><ul><li>Response = Number of donors </li></ul></ul><ul><ul><li>Income = Total dollars raised </li></ul></ul><ul><ul><li>Expense = Total dollars spent (fundraising costs) </li></ul></ul><ul><ul><li>% of participation = Divide participants by total solicitations made </li></ul></ul><ul><ul><li>Average gift size = Divide income received by participants </li></ul></ul><ul><ul><li>Net income = Subtract expenses from income </li></ul></ul><ul><ul><li>Average cost per gift = Divide expenses by participants </li></ul></ul><ul><ul><li>Cost to raise a dollar = Divide expenses by income received and multiply by 100 for percentage </li></ul></ul><ul><ul><li>Return on investment (R.O.I.) = Divide net income by expenses and multiply by 100 for percentage </li></ul></ul>
  28. 28. Strategic Directions For Annual Giving <ul><li>  Annual giving programs are an organization’s building blocks. The annual giving program consists of many separate blocks or solicitation vehicles. When these vehicles are assembled together with skill, they can form the foundation of the institution’s philanthropic support. </li></ul><ul><li>  </li></ul><ul><li>When the process is successful, the donors will move from annual giving to major gifts and then to estate or planned giving, but only if the foundation of the pyramid is firmly in place, well-aligned, and able to carry the added weight placed on it. A university builds upward as it prepares for its future. Annual giving programs, an important element of the organization’s foundation, are needed to make that upward structuring possible. </li></ul><ul><li>We want to create a true culture for giving to Kenan-Flagler. We want to instill the habit of philanthropy in all of our constituency groups. We are committed to increasing the number of repeat gifts, enhancing the fulfillment rate and expanding the total number of donors to Kenan-Flagler. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  29. 29. <ul><li>Our strategic direction in the Annual Giving arena is to become consistent, integrated and comprehensive. We will do this by conducting improved campaigns on an annual basis (e.g. Parents, Students, and Alumni) through diverse methodologies (e.g. direct mail, telephone outreach, internet giving and face-to-face solicitation). </li></ul><ul><li>  </li></ul><ul><li>Donors require high quality customer service, both in terms of timely responses as well as customization of appeals and &quot;thank-you’s&quot;. We will be implementing a system of signatures on gift acknowledgements, personal letters and personal telephone calls. We’ll be adding various appeals along with existing fundraising vehicles all ready in place. Together this address and improve our donor acquisition, retention and upgrading. </li></ul><ul><li>The University has a challenge and an opportunity. The challenge is to create an organized system of Annual Giving. We have the opportunity to do the following: </li></ul><ul><ul><ul><li>Ensure greater awareness and involvement with Alumni. </li></ul></ul></ul><ul><ul><ul><li>Make giving to the University something Alumni want to do. </li></ul></ul></ul><ul><ul><ul><li>Increase the percentage of Alumni donors to the University. </li></ul></ul></ul><ul><ul><ul><li>Increase the average Alumni gift. </li></ul></ul></ul><ul><ul><ul><li>Provide a stable and eager base of Alumni donors for the University. </li></ul></ul></ul><ul><ul><ul><li>Continue to provide Alumni more reasons to give at even higher levels. </li></ul></ul></ul>
  30. 30. <ul><li>  </li></ul><ul><li>The 2008-09 fiscal year for the Annual Fund promises to be a very challenging year. As we begin to fine tune existing programs and implement new initiatives, the true strength of Annual Giving Programs and the support of our alumni will be lifted to a higher level. The goals set forth in this document are ambitious as we aim for a 5% increase in donors and a 7% increase in total unrestricted funds. </li></ul><ul><li>  </li></ul><ul><li>Careful evaluation over the course of the year will be a hallmark of the program. Changes will be monitored to ensure dollar and alumni participation goals are met. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>

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