Multiple Approaches to Stewarding Faculty Endowments Susan deMuth  | Director, Institutional Donor Relations Johns Hopkins...
Agenda <ul><li>Facts and Figures </li></ul><ul><li>Key Moments and Stewardship Activities </li></ul><ul><ul><li>Gift or pl...
Facts and Figures $5MM University Chair $3MM Named Chair $2MM Named Distinguished Professorship ~ 140 endowed chairs and p...
Key Moments and Stewardship Activities: Gift or Pledge Creating the Endowment <ul><li>Gift agreement </li></ul><ul><ul><li...
Key Moments and Stewardship Activities: Approval of Chair by Governing Body <ul><li>Johns Hopkins University </li></ul><ul...
Key Moments and Stewardship Activities: Appointment of Chairholder <ul><li>Johns Hopkins University </li></ul><ul><ul><li>...
Key Moments and Stewardship Activities: Ongoing Reporting <ul><li>Faculty-generated versus “third-party” </li></ul><ul><ul...
Discussion and Q&A <ul><li>How do your stewardship activities differ from the ones we’ve presented? </li></ul><ul><li>How ...
Best Practices | Johns Hopkins University: Engaging the Hopkins Family <ul><li>8 years into the project and still no profe...
Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>The Hewlett Challenge </li></ul><ul>...
Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Integrated marketing communications ...
Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Mailing to 2,331 addressees in 11 se...
Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Stewarding the Hewlett Foundation </...
Best Practices | Georgetown University: Chair Inaugurations | Goals <ul><li>Maximizing engagement opportunities </li></ul>...
Best Practices | Georgetown University: Chair Inaugurations | Planning <ul><li>Strategic Briefing </li></ul><ul><ul><li>Go...
Best Practices | Georgetown University: Chair Inaugurations | Process <ul><li>Program development </li></ul><ul><li>Press ...
Best Practices | Georgetown University: Chair Inaugurations | Marketing <ul><li>Example: </li></ul><ul><li>Georgetown mark...
Best Practices | Georgetown University: Chair Inaugurations | Examples <ul><li>2006: Eleni and Markos Tsakopoulos-Kounalak...
<ul><li>Greek Foreign Minister Dora Bakoyannis at Hellenic Chair Inauguration </li></ul>
 
Best Practices | Georgetown University: Chair Inaugurations | Summary <ul><li>Strategic Brief </li></ul><ul><ul><li>Goal i...
Discussion and Q&A <ul><li>What is your best practice? </li></ul><ul><li>What are you going to do differently in the futur...
Close <ul><li>Thank You! </li></ul>
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Stewarding Endowed Faculty Funds -- ADRP 2007

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Presentation by Susan deMuth (Johns Hopkins), Nancy McKinney (Berkeley) and Kirsten Rasmussen (Georgetown) on stewarding endowed faculty donors. Association of Donor Relations Professionals, 2007.

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  • Philanthropy Impact Reporting for Your Most Loyal and Generous Donors What can you do to steward your most loyal and generous donors? Learn about how one institution is building a program to provide comprehensive philanthropy impact reporting to its multi-million dollar donors. Come prepared to ask questions about target audience, content, process, design and presentation.
  • Stewarding Endowed Faculty Funds -- ADRP 2007

    1. 1. Multiple Approaches to Stewarding Faculty Endowments Susan deMuth | Director, Institutional Donor Relations Johns Hopkins University | [email_address] | 410.516.4551 Nancy Lubich McKinney | Director, Stewardship University of California, Berkeley | [email_address] | 510.643.7664 Kirsten Rasmussen | Director, Stewardship and Donor Communications Georgetown University | [email_address] | 202.687.4369
    2. 2. Agenda <ul><li>Facts and Figures </li></ul><ul><li>Key Moments and Stewardship Activities </li></ul><ul><ul><li>Gift or pledge creating the endowment </li></ul></ul><ul><ul><li>Approval of chair by governing body </li></ul></ul><ul><ul><li>Appointment of chairholder </li></ul></ul><ul><ul><li>Ongoing reporting </li></ul></ul><ul><ul><li>Discussion and Q & A </li></ul></ul><ul><li>Best Practices </li></ul><ul><ul><li>Johns Hopkins University | Engaging the Hopkins Family </li></ul></ul><ul><ul><li>University of California, Berkeley | Hewlett Challenge Launch </li></ul></ul><ul><ul><li>Georgetown University | Chair Inaugurations </li></ul></ul><ul><ul><li>Discussion and Q & A </li></ul></ul><ul><li>Close </li></ul>
    3. 3. Facts and Figures $5MM University Chair $3MM Named Chair $2MM Named Distinguished Professorship ~ 140 endowed chairs and professorships Georgetown University $2MM chair $3MM distinguished chair  350 endowed chairs and distinguished professorships University of California, Berkeley $3.5 Department Chair $2.5 Professor  400 named professorships Johns Hopkins University Faculty Endowment Minima Number of Faculty Endowments
    4. 4. Key Moments and Stewardship Activities: Gift or Pledge Creating the Endowment <ul><li>Gift agreement </li></ul><ul><ul><li>Ensuring that the donor’s interests and the institution’s needs and capabilities are in alignment </li></ul></ul><ul><li>Acknowledgement of gift or pledge </li></ul><ul><ul><li>Communicating expectations to donor regarding approval and appointment </li></ul></ul><ul><li>Creation of endowed fund </li></ul><ul><ul><li>Understanding of funding requirements </li></ul></ul>
    5. 5. Key Moments and Stewardship Activities: Approval of Chair by Governing Body <ul><li>Johns Hopkins University </li></ul><ul><ul><li>When 75% of funding is in-hand and it is determined that remaining funding will be received within a reasonable period </li></ul></ul><ul><ul><li>A formal request to establish an endowed fund is forwarded to the Treasurer’s Office </li></ul></ul><ul><ul><li>Individuals are nominated and a formal letter sent to the President for review by the Board of Trustees. </li></ul></ul><ul><li>University of California, Berkeley </li></ul><ul><ul><li>When 2/3 of funding is in-hand </li></ul></ul><ul><ul><li>Chancellor sends Endowed Chairs book with chair profile </li></ul></ul><ul><li>Georgetown University </li></ul><ul><ul><li>Must be fully funded in order to be awarded </li></ul></ul><ul><ul><li>University Chair:  Bestowed only by the President; approved by the Board of Directors </li></ul></ul><ul><ul><li>Named chair : Bestowed by dean from the respective school as a result of a search committee </li></ul></ul>
    6. 6. Key Moments and Stewardship Activities: Appointment of Chairholder <ul><li>Johns Hopkins University </li></ul><ul><ul><li>Formal dedication/installation ceremony where the endowed chair is formally accepted by the President or member of the Board of Trustees </li></ul></ul><ul><ul><li>Reception followed by smaller, formal dinner </li></ul></ul><ul><li>University of California, Berkeley </li></ul><ul><ul><li>Process is different for each school/college </li></ul></ul><ul><ul><li>Dean communicates with donor and arranges for introduction </li></ul></ul><ul><li>Georgetown University </li></ul><ul><ul><li>Formal chair inauguration </li></ul></ul><ul><ul><li>Medal presented to donor by President during inauguration </li></ul></ul><ul><ul><li>Reception followed by a formal lunch or dinner </li></ul></ul>
    7. 7. Key Moments and Stewardship Activities: Ongoing Reporting <ul><li>Faculty-generated versus “third-party” </li></ul><ul><ul><li>When faculty write the reports, they are more engaging and genuine </li></ul></ul><ul><ul><li>When third-parties are responsible for writing the reports they are sure to get done </li></ul></ul><ul><li>Stanford University is centralizing reporting as part of its “Top Donor Stewardship Program” </li></ul><ul><ul><li>To address the fact that decentralized responsibility has lead to a wide range of outcomes for donors </li></ul></ul><ul><ul><li>Reports will be written by a dedicated writer </li></ul></ul><ul><ul><li>Communication from faculty will be a “bonus” </li></ul></ul>
    8. 8. Discussion and Q&A <ul><li>How do your stewardship activities differ from the ones we’ve presented? </li></ul><ul><li>How do you track stewardship activities to ensure completion and compliance? </li></ul><ul><li>What recent changes have you made to your stewardship activities, and what has the response been? </li></ul><ul><li>How do you engage faculty in the process? </li></ul>
    9. 9. Best Practices | Johns Hopkins University: Engaging the Hopkins Family <ul><li>8 years into the project and still no professorship! </li></ul><ul><ul><li>… the problems, the drawbacks </li></ul></ul><ul><li>Identification of the family members </li></ul><ul><ul><li>...Is this even a possibility </li></ul></ul><ul><li>Identification of the family leaders </li></ul><ul><ul><li>… visible and shadow </li></ul></ul><ul><li>Funding the professorship </li></ul><ul><ul><li>… and its recognition </li></ul></ul><ul><li>Ongoing communication </li></ul><ul><ul><li>keeping the family engaged four years later… </li></ul></ul>
    10. 10. Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>The Hewlett Challenge </li></ul><ul><ul><li>$110MM challenge match from the William and Flora Hewlett Foundation that will fund 100 endowed chairs </li></ul></ul><ul><ul><ul><li>80 $1MM + $1MM = $2MM departmental chairs </li></ul></ul></ul><ul><ul><ul><li>20 $1.5MM + $1.5MM = $3MM multi-disciplinary chairs </li></ul></ul></ul><ul><ul><li>The largest gift/pledge in the campus’s history </li></ul></ul><ul><ul><li>A partnership to benefit public higher education </li></ul></ul><ul><li>Leveraging the launch…the stewardship strategy </li></ul><ul><ul><li>Treat donors and lead volunteers as “insiders” </li></ul></ul><ul><ul><li>Value donors of pre-existing chairs as “early investors” </li></ul></ul>
    11. 11. Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Integrated marketing communications </li></ul><ul><ul><li>Personalized, advance notice of “confidential” information and invitation to attend announcement </li></ul></ul><ul><ul><ul><li>Donors, lead volunteers, chairholders and other chair-eligible faculty </li></ul></ul></ul><ul><ul><li>Campus communications </li></ul></ul><ul><ul><ul><li>Day-of email to faculty and staff inviting them to announcement </li></ul></ul></ul><ul><ul><ul><li>Campus’s faculty/staff newspaper </li></ul></ul></ul><ul><ul><li>Media strategy </li></ul></ul><ul><ul><ul><li>Media alert regarding announcement and press release </li></ul></ul></ul><ul><ul><ul><li>Paid advertising in targeted print and online publications </li></ul></ul></ul><ul><ul><li>http://hewlettchallenge.berkeley.edu </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    12. 12. Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Mailing to 2,331 addressees in 11 segments </li></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><ul><li>Importance of endowment support for faculty </li></ul></ul></ul><ul><ul><ul><li>What the Chancellor told the Hewlett Foundation board </li></ul></ul></ul><ul><ul><ul><li>Impact on pre-existing chairs </li></ul></ul></ul><ul><ul><ul><li>Recently implemented minima for funding faculty endowments </li></ul></ul></ul><ul><ul><li>Identification of funds to which addressees are connected </li></ul></ul><ul><ul><li>Formal versus informal salutations and Chancellorial signatures </li></ul></ul><ul><ul><li>Special handling of “distinguished professorships,” which will be elevated to “distinguished chairs” </li></ul></ul><ul><ul><li>Hewlett Challenge facts and Q&A </li></ul></ul>
    13. 13. Best Practices | University of California, Berkeley: Hewlett Challenge Launch <ul><li>Stewarding the Hewlett Foundation </li></ul><ul><ul><li>Luncheon following the announcement </li></ul></ul><ul><ul><li>Photobook and video of announcement </li></ul></ul><ul><ul><li>Comprehensive packet of media coverage and paid advertising </li></ul></ul><ul><ul><li>Ongoing reporting of progress toward subscribing the 100 chairs </li></ul></ul><ul><li>Stewarding Hewlett Challenge participants </li></ul><ul><ul><li>Campuswide standards for stewarding these donors </li></ul></ul><ul><ul><li>Toolkit to use to engage faculty in these stewardship activities </li></ul></ul><ul><ul><ul><li>Setting expectations for faculty involvement </li></ul></ul></ul><ul><li>Outcomes </li></ul>
    14. 14. Best Practices | Georgetown University: Chair Inaugurations | Goals <ul><li>Maximizing engagement opportunities </li></ul><ul><li>Principal goals </li></ul><ul><ul><li>Donor Stewardship </li></ul></ul><ul><ul><li>Academic Recognition </li></ul></ul><ul><ul><li>Prospect Cultivation </li></ul></ul><ul><ul><ul><li>Major gift donors/prospects </li></ul></ul></ul><ul><ul><ul><li>Students (new) </li></ul></ul></ul><ul><ul><li>Public Relations (Reinforcing Market Position) </li></ul></ul>
    15. 15. Best Practices | Georgetown University: Chair Inaugurations | Planning <ul><li>Strategic Briefing </li></ul><ul><ul><li>Goal identification </li></ul></ul><ul><ul><li>Target audience(s) </li></ul></ul><ul><ul><ul><li>Donor </li></ul></ul></ul><ul><ul><ul><li>Prospects </li></ul></ul></ul><ul><ul><ul><li>Press/Media </li></ul></ul></ul><ul><ul><ul><li>Community </li></ul></ul></ul><ul><ul><ul><li>Decision-makers </li></ul></ul></ul><ul><ul><ul><li>Academics </li></ul></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><ul><li>Public celebration </li></ul></ul></ul><ul><ul><ul><li>Private celebration </li></ul></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Assessing need for PR consultants </li></ul></ul>
    16. 16. Best Practices | Georgetown University: Chair Inaugurations | Process <ul><li>Program development </li></ul><ul><li>Press release </li></ul><ul><ul><li>Local/national distribution </li></ul></ul><ul><ul><li>Distribution in donor’s home community (local press, other donor affiliations) </li></ul></ul><ul><li>Story pitch to local and national media outlets </li></ul><ul><ul><li>What is the story we want to tell? </li></ul></ul><ul><li>Engaging local, national, international officials </li></ul><ul><ul><li>Protocol </li></ul></ul><ul><li>Identifying other cultivation opportunities </li></ul><ul><li>Packaging the event for additional stewardship uses (website, publications, etc.) </li></ul>
    17. 17. Best Practices | Georgetown University: Chair Inaugurations | Marketing <ul><li>Example: </li></ul><ul><li>Georgetown markets itself as the only university </li></ul><ul><li>ranked in the top 25 that is uniquely positioned </li></ul><ul><li>in the heart of nation’s capitol. </li></ul><ul><li>Through chair inaugurations, how can we reinforce this messaging by: </li></ul><ul><ul><li>Cultivating (educating) other donor prospects </li></ul></ul><ul><ul><li>Strengthening community relationships (a large percentage of Georgetown’s donor and alumni base resides in the DC Metro area) </li></ul></ul><ul><ul><li>Engaging media coverage </li></ul></ul><ul><ul><li>Influencing decision makers (local, national, international) </li></ul></ul>
    18. 18. Best Practices | Georgetown University: Chair Inaugurations | Examples <ul><li>2006: Eleni and Markos Tsakopoulos-Kounalakis Chair in Hellenic Studies </li></ul><ul><ul><li>National, international dignitary participation (Greek Foreign Minister, Nancy Pelosi, John Negroponte, Anthony Kennedy, Clinton letter) </li></ul></ul><ul><ul><li>PR consultant provided by donor </li></ul></ul><ul><ul><li>Involvement of Greek Embassy (also donors) </li></ul></ul><ul><ul><li>Engagement of DC and international Hellenic community </li></ul></ul><ul><ul><li>Press Coverage </li></ul></ul><ul><ul><li>Prospect cultivation </li></ul></ul><ul><li>2007: Clovis and Hala Salaam Maksoud Chair in Arab Studies </li></ul><ul><ul><li>Multiple donors </li></ul></ul><ul><ul><li>Timely message delivered by chair—impact of women’s education in Arab society </li></ul></ul><ul><ul><li>International dignitaries present </li></ul></ul><ul><ul><li>Engagement of DC Arab community </li></ul></ul><ul><ul><li>Prospect cultivation </li></ul></ul><ul><ul><li>Event open to chair holder’s students </li></ul></ul><ul><li>2008: Edwin H. Richard and Elisabeth Richard von Matsch Professorship in Neurological Disease </li></ul><ul><ul><li>Donor deceased </li></ul></ul><ul><ul><li>Chair inauguration to promote the work of the chair holder in discovering new therapeutics to treat and cure disease </li></ul></ul><ul><ul><li>Other national public events/press opportunities planned, leading up to chair inauguration </li></ul></ul><ul><ul><li>Prospect cultivation </li></ul></ul>
    19. 19. <ul><li>Greek Foreign Minister Dora Bakoyannis at Hellenic Chair Inauguration </li></ul>
    20. 21. Best Practices | Georgetown University: Chair Inaugurations | Summary <ul><li>Strategic Brief </li></ul><ul><ul><li>Goal identification </li></ul></ul><ul><ul><li>Audience segments </li></ul></ul><ul><ul><ul><li>Donor </li></ul></ul></ul><ul><ul><ul><li>Press/Media </li></ul></ul></ul><ul><ul><ul><li>Prospects </li></ul></ul></ul><ul><ul><ul><li>Community </li></ul></ul></ul><ul><ul><ul><li>Decision-makers </li></ul></ul></ul><ul><ul><ul><li>Academics </li></ul></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><li>Maximize Engagement Opportunities! </li></ul>
    21. 22. Discussion and Q&A <ul><li>What is your best practice? </li></ul><ul><li>What are you going to do differently in the future as a result of what you’ve heard today? </li></ul><ul><li>What questions to you have for the talented minds assembled in this room? </li></ul>
    22. 23. Close <ul><li>Thank You! </li></ul>

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