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CASE presentation- EG & AO
The document discusses utilizing strategic stewardship for major gift fundraising. It outlines developing personalized stewardship plans to acknowledge donors, engage them through impact reporting and opportunities to experience the organization, and ultimately inspire higher levels of philanthropy. A case study shows how creative stewardship actions like a surprise birthday party and comprehensive giving report led to discussion of a principal gift. Benefits of stewardship include moving donors along the commitment continuum to their highest levels of support.
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CASE presentation- EG & AO
- 1. ACKNOWLEDGE, ENGAGE, INSPIRE: AdrianOwen Associate Director of Donor Relations Utilizing Stewardship for Major Gift Moves Management Emilia Gilbert Director of Development
- 2. Our Team Emilia Gilbert Directorof Development Adrian Owen Associate Director of Donor Relations Frances Watson Assistant Director of External Relations Ali Castillo Associate Director of Development LSU College of Science • 5 Departments and Museum • 2,000+ graduate and undergraduate students • 20,000 alumni • ~$2M annual fundraising goal • 150 Dean’s Circle members • Society for those giving $1,000 annually • 30% increase in last 2 years • Tool for engaging major gift prospects. • ½ of their donation may go to their department of choice Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management Who We Are
- 3. What is stewardship? Traditionally • Acknowledgement • Gratitude • Financial transparency Our Perspective A creative & strategic partnership between stewardship and development that inspires donors to their highest levels of philanthropy Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 4. Why should Icare about stewardship? Personalized stewardship plans = donor-centric fundraising • Most major & principal gift prospects are donors and have likely given in meaningful ways • Provide method for meaningful touches Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 5. Personalized Stewardship Plans Apersonalized plan will… • Acknowledge the donor’s generosity • Convey the impact of their gifts • Engage them • Help them feel invested in the activities of your organization • Inspire them to give at higher levels • Visually appealing Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 6. Benefits of Creativeand Strategic Stewardship • Donor in his 80s has a large family with many alumni • Has given several major gifts, supporting professorships, programs, and several units across campus • Family has been instrumental in shaping a department and there have been discussions about naming opportunities but unable to formalize the commitment Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management CASE STUDY
- 7. Developing a plan:Groundwork • Laying the groundwork = most important step • The timespan will be specific to the donor, generally it is the course of the ask window (ex: 18-24 months) • If you are new on the job, find someone with institutional knowledge to fill in the gaps Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 8. Developing a plan:Groundwork Take stock of all previous institutional giving • Include all university-associated giving • It doesn’t matter to donors that your foundation and your athletic association are not the same Take inventory of your past stewardship efforts • What contact has been made? • How much knowledge do they have about the institution? • Have they received beneficiary information or impact reports? • Have they met with leadership? • Have they been invited back to campus? • Often there will be a need to play catch up when instituting this kind of practice for the first time Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 9. Developing a plan:Groundwork Assess the donor • Place each donor on the continuum • Think carefully about past behavior and comments • Have they attended events? Were these in their town or on campus? • What do they enjoy? • Look for examples of and gaps in your success • Throughout this process make note of where you could do better, and where you have succeeded in the past Have a clear end goal in mind Know the outcomes you want & move them toward it IGNORANCE AWARENESS INTEREST EXPERIENCE PARTICIPATION OWNERSHIP Acnowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves ManagementAcknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 10. Developing a plan:Groundwork Acnowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves ManagementAcknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management ARL080604 © 2008 Advancement Resources, LLC ARL080604 © 2008 Advancement Resources, LLC DONOR DEVELOPMENT CHART D o n o r Co m m i t m e nt Co nt i n u u m DonorPerspective Description I may or may not recognize the name of the organization. I am not familiar with what the organization does. the organization. the organization does. organization. small gifts. organization. its mission are good. to the organization as well. organization. organization. roles when I see a need. the organization. with the organization is an Donor Deliberations organization does? organization does? of the organization? the organization? more to this organization? the organization? organization? are doing? organization? a legacy? As donors move to the right on the Donor Commitment Continuum, they must be engaged by a wider range of people from the organization. Ignorance Awareness Interest Experience Participation Ownership 5 6
- 11. Developing a plan:Acknowledge Special ways to acknowledge* • phone calls • handwritten notes • mentions in publications & newsletters • Special Events • Luncheons • Thank you letters from beneficiaries • Thank a Donor Day * Should be appropriate to gift level Acknowledg, Engage, Inspire: Utilizing Stewardship for Major Gift Moves ManagementAcknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 12. Developing a plan:Acknowledge Comprehensive Giving Recognition • For major donors who have truly made a transformational impact on the university, we have compiled this information into one impact report • Often donors don’t even realize the cumulative totals of their giving • You must be meticulous, you do not want to fail to credit a donor for a gift, no matter how small • Convey the impact this giving has had on the organization as a whole Acknowedge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves ManagementAcknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 13. Developing a plan:Engage Most critical part of your plan • Most movement along the continuum • Building their interest and investment in your university’s success • Develop a timeline for achieving these goals that reasonably fits with when you hope to make your ask Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management IGNORANCE AWARENESS INTEREST EXPERIENCE PARTICIPATION OWNERSHIP
- 14. Developing a plan:Engage IMPACT IMPACT IMPACT • Share beneficiary information • Make sure recipient successfully expresses how the gift has made a difference • Find a meaningful story to tell about one person • Especially important for unrestricted or programmatic support • Scholarship recipient • Professorship letter • Quarterly letter from the Dean or President Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 15. Developing a plan:Engage Has the donor previously given under different leadership? Have they been engaged recently? • Introduce them to current leadership • Work with the Dean/President/Chair to develop clear priorities • Share the vision • Don’t just talk about need. Talk about where you want to see the college or university go- how to get there will arise naturally • Acknowledge to their preferences • DC Dinners in other cities • Attend a sporting event • Arts & Culture opportunities Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 16. Developing a plan:Engage Get creative! • Personal invite to an event • Boards & Committees • Outreach opportunities • Thank You Letters • Award Nominations • Women in STEM • Medical Careers Night • Careers in Life Sciences Class • BIOS Boot Camp • Commencement Speakers Connect donors & beneficiaries • Student lunches • Coffee with a professor • Invite to a lecture or to tour a lab Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 17. Developing a plan:Engage • Track your progress. Make sure you are making meaningful moves along the continuum. Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management IGNORANCE AWARENESS INTEREST EXPERIENCE PARTICIPATION OWNERSHIP Target ask date
- 18. Developing a plan:Inspire If previous work has been done well, the groundwork is in place to make a meaningful ask & the donor will be ready to commit. • Have big ideas for support • The proposal will be for something meaningful to the donor • This might mean a multi unit ask. • Work with colleagues to create a proposal that encompasses all the donor’s passions • Grand gestures Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 19. Benefits of Creativeand Strategic Stewardship • Donor in his 80s, large family, several major gifts • Stewardship Plan & Actions • Surprise 86th birthday party • (Included family in planning) • Custom book on involvement and comprehensive giving • Immediately following stewardship actions • Principal gift discussion at next meeting • Hosted event in his area Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management CASE STUDY
- 20. How we knowwe’ve been successful Major commitments, follow up discussions, donor feedback Stewardship Council & scalability for use university wide • Templates • Events • Thank A Donor Days • Replication for other donors Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 21. Smaller or OnePerson Shop? Use donors/alumni/board members to: • Write notes • Host events • Advise on meaningful next steps • Provide introductions • Cultivate other donors You don’t need fancy software • MS Word or PowerPoint work well • Learn to automate Copy And Steal Everything! • Pinterest, Donor Relations Guru, and CASE have samples and examples to build on Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management
- 22. Thank you! Adrian Owen LSUCollege of Science Associate Director of Stewardship aowen@lsu.edu Emilia Gilbert LSU College of Science Director of Development egilbe2@lsu.edu Acknowledge, Engage, Inspire: Utilizing Stewardship for Major Gift Moves Management