Creating A Culture Of Giving

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  • Creating A Culture Of Giving

    1. 1. Creating a Culture of Giving Linda Durant June 19,2007 Senior Vice President for University Advancement Widener University
    2. 2. Creating a Culture of Giving <ul><li>“To give away money is an easy matter and in any man’s power. But to decide to whom to give it, and how large and when, and for what purpose and how, is neither in every man’s power nor an easy matter.” </li></ul><ul><li>Aristotle </li></ul>
    3. 3. A Legendary Tale <ul><li>VP for Development – major research university reaches out to a large donor </li></ul><ul><li>Ask: close a campaign with $25 million gift </li></ul><ul><li>Donor Declines </li></ul><ul><li>Soon after, donor gives $50 million to another institution </li></ul><ul><li>…Why, you ask? </li></ul><ul><li>“You asked to end campaign; they asked to cure cancer.” </li></ul>
    4. 4. Constituencies <ul><li>Those who see the need and respond without being asked </li></ul><ul><li>Those who are responsive when simply told of the need </li></ul><ul><li>Those who need to be persuaded but will respond </li></ul>
    5. 5. Constituencies <ul><li>Those who may or may not respond, even when heavily persuaded </li></ul><ul><li>The inert fifth ----nothing could ever get them to give </li></ul>
    6. 6. The Strategic Process of Major Gift Fund Raising
    7. 7. Building a Sense of Commitment <ul><li>Identification </li></ul><ul><li>Information </li></ul><ul><li>Awareness </li></ul><ul><li>Understanding </li></ul><ul><li>Caring </li></ul><ul><li>Involvement </li></ul><ul><li>Commitment </li></ul>
    8. 8. How do you build that commitment? What experiences are common to those who make an ultimate gift?
    9. 9. Choosing the Right Initiatives <ul><li>Requires in-depth understanding of the individual’s: </li></ul><ul><ul><li>Values </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Capacities </li></ul></ul><ul><ul><li>Circumstances </li></ul></ul>
    10. 10. Choosing the Right Initiatives <ul><li>Initiatives must enable the donor to: </li></ul><ul><ul><li>Connect with your leaders </li></ul></ul><ul><ul><li>Connect with the people who do the work </li></ul></ul><ul><ul><li>Encounter the spirit with which your work is carried out </li></ul></ul><ul><ul><li>Allow the donor to express his or her growing sense of commitment, not just financially, but with whatever unique capacity he or she has </li></ul></ul>
    11. 11. Foreground Initiatives <ul><li>Used to advance the commitment </li></ul><ul><li>Conceived, planned, and executed with a specific individual in mind </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Dinner with a favorite faculty member </li></ul></ul><ul><ul><li>Use of their home for a reception </li></ul></ul><ul><ul><li>Student calling to say thank you for scholarship </li></ul></ul><ul><ul><li>Note of congratulations on a promotion </li></ul></ul>
    12. 12. Background initiatives <ul><li>Conceived, planned and executed with a group of people in mind within which there may be one or more individuals who need nurturing </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Homecoming and reunion weekends </li></ul></ul><ul><ul><li>Alumni magazine articles </li></ul></ul><ul><ul><li>Athletic and cultural events </li></ul></ul><ul><ul><li>Governing board meetings </li></ul></ul>
    13. 13. Why do people give? <ul><li>To make a difference </li></ul><ul><li>Giving is a social exchange process </li></ul><ul><li>The right person asking the right person for the right amount for the right cause at the right time </li></ul>
    14. 14. Why do people give? <ul><li>To leave a legacy </li></ul><ul><li>Their linkage with your institution </li></ul><ul><li>Family tradition </li></ul><ul><li>They want to invest in your ideas and your people. </li></ul>
    15. 15. Internal Work To Do <ul><li>Involve your faculty and staff </li></ul><ul><li>Ask them for “big ideas” and advice </li></ul><ul><li>Keep them informed </li></ul><ul><li>Let them meet with your donors </li></ul>
    16. 16. Internal Work To Do <ul><li>Hire the right people </li></ul><ul><ul><li>Enthusiastic </li></ul></ul><ul><ul><li>Mature </li></ul></ul><ul><ul><li>Demonstrate Integrity </li></ul></ul><ul><ul><li>Ethical </li></ul></ul><ul><ul><li>Devoted </li></ul></ul><ul><ul><li>Knowledgeable </li></ul></ul><ul><ul><li>Strong work ethic </li></ul></ul>
    17. 17. Internal Work To Do <ul><li>Essential Elements of fund raising </li></ul><ul><ul><li>Accurate and easily accessible database </li></ul></ul><ul><ul><li>Research updated </li></ul></ul><ul><ul><li>Calendar of Events </li></ul></ul><ul><ul><li>Gift acceptance policy </li></ul></ul><ul><ul><li>Annual giving </li></ul></ul><ul><ul><li>Major gift program </li></ul></ul><ul><ul><li>Planned giving program </li></ul></ul>
    18. 18. One Big Idea <ul><li>Tufts University </li></ul><ul><li>CEO Loews Hotel </li></ul><ul><li>College of Citizenship and Public Service </li></ul><ul><li>Offers students opportunities to make a difference beyond Boston </li></ul><ul><li>$40M gift to help Tufts lead the country in producing graduates who engage in public service </li></ul>
    19. 19. If you create the culture…. Ultimate gift Donor Friend
    20. 20. Questions and Answers [email_address]

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