Leatherstocking AEA: Fundraising Focus from Fund Development and Marketing Partnership

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Leatherstocking AEA program presentation by Paul Adamo, Vice President for College Advancement, College at Oneonta, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.

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Leatherstocking AEA: Fundraising Focus from Fund Development and Marketing Partnership

  1. 1. The Partnership Between Fundraising and Marketing<br />Paul J. Adamo<br />Vice President for College Advancement, SUNY Oneonta and Executive Director of the <br />College At Oneonta Foundation<br />(607) 436-2535<br />adamopj@oneonta.edu<br />April 20, 2011<br />
  2. 2. The Mission<br /><ul><li>Examine Your Mission Statement.
  3. 3. Do Others Understand it?
  4. 4. Can Charitable Giving Support It?
  5. 5. Are Your Policies All Related to It?</li></ul>The Mission of the State University College at Oneonta Foundation is to raise and administer gifts and grants to enhance the academic status of the College through endowment, scholarships and institutional programs.<br />SUNY College at Oneonta unites excellence in teaching, scholarship, civic engagement, and stewardship to create a student-centered learning community.<br />
  6. 6. The Donor Cycle and Dependency on Marketing<br />
  7. 7. Why? Why now? Why me?<br />Yes, I will make the gift you asked for. How do we get started?<br />
  8. 8. Why is (Name of Your Organization) worthy of receiving gifts and grants?<br />
  9. 9. The Four P’s of Marketing<br />Product<br />Placement<br />Price<br />Promotion<br />
  10. 10. The Four D’s of Donors<br />Loyal Donors<br />New Donors<br />Lapsed Donors<br />Never Donors<br />
  11. 11. The SUNY Oneonta Alumni Prospect Base<br />Define Your Donors<br />Develop Your Strategies<br />
  12. 12. Generations of Donors & Fundraising Strategies<br /><ul><li>Silent Generation Age 65+ </li></ul>Give out of Loyalty, Respond to Authority, Respond to Direct Mail, Do not Respond well to Phone<br /><ul><li>Boomers Ages 46-64 </li></ul>Give to Create Change, Respond to Emotion, Respond to Mail and Phone<br /><ul><li>Gen X Ages 30-45 </li></ul>Cluster giving around Causes, Respond to Cell Phones, On-line and Social Media<br /><ul><li>Gen Y Ages 18-29</li></ul>Focus on Community, Similar to Gen X except value money differently (i.e. $100 is $10 to Boomers)<br />
  13. 13. Leadership<br />Every Board Member, Every Year<br />Volunteer Committees<br />Staff<br />

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