NAA Fall Board Meeting - 2013 Big Ten Development Conference

Report
JULY 2 5 , 2 0 1 3
Leadership Annual Giving: The Sum of The Parts
Laurie Carlin Davidson
Director, Northwestern University Leadership Circle (NULC)
AGENDA
I.
Introduction and Overview
Laurie Carlin Davidson, Director, NULC
Amy George Oldfield, Director, Donor Relations
II. Direct Appeals
Karla Del Angel, Assistant Director, NULC
III. Volunteer Management
Davin Peelle, Associate Director, NULC
IV. Frontline Fundraising
Nicole Payton, Director, Major Gifts
V.
Q&A
Northwestern University Leadership Circle (NULC)
Introduction
Why have a leadership annual giving program?
o “Bridge the gap” between direct response gifts and major gifts
o Foster a stronger donor community
o Build the base of the donor pyramid to improve fundraising results
now and in the future
Leadership annual giving at Northwestern University:
o Partnerships are the key to our success
o Nearly all teams in NU Alumni Relations and Development are
involved:
o donor relations, direct appeals, reunions, major gifts,
schools/units, special events, young alumni, alumni relations,
marketing/communications, etc.
NULC
NULC
Donor Totals, FY06-FY13
11000
10,000
10000
Donor Totals
9000
8,899
YTD
8000
donors
7000
7,042
6000
5000
FY06
FY07
FY08
FY09
FY10
FY11
FY12
Fiscal Years 2006-2013 (Sept 1 to August 31)
*FY13 YTD total as of 7/15/13
FY13 Goal
NULC
Dollar Totals, FY06-FY13
$55,000,000
$50M
$50,000,000
Dollars Raised
$45,000,000
$40,000,000
$42.5M
YTD
$35,000,000
dollars
$30,000,000
$30.9M
$25,000,000
$20,000,000
FY06
FY07
FY08
FY09
FY10
FY11
FY12
Fiscal Years 2006-2013 (Sept 1 to August 31)
*FY13 YTD total as of 7/15/13
FY13 Goal
NULC
History
2004 Donor Recognition Task Force created to provide feedback
on NU’s giving societies
o Task Force advised creating consistent giving levels across
all schools and units
2005 Donor Giving Society Survey
o Donors want an understanding of how their gifts are used
o Donors want “insider” information
2006 Launch of NULC
o Presidential letter to announce
o First donor dinner in Chicago; receptions in NY and SF
o Chicago Regional Council formed
NULC
Overview
What is it?
o “Umbrella” for recognition/stewardship across the University
o Each school/unit maintains a giving society name for
donors who give $1,000 or more
o Giving society levels consistent across all schools &
units
NULC
Overview
What Counts?
o
o
o
o
o
Outright gifts anywhere at Northwestern count
Aggregate giving across University counts for benefit level
Matching gifts count
Pledges, in-kind, life insurance, annuity gifts do not count
Young alumni leadership levels (0-4 yrs; 5-9 yrs)
NULC
Benefits
Benefits to Donors
o Centralized baseline stewardship for all donors of $1000+
o Regional recognition events (9 per year)
o Newsletters (3 per year)
o Honor Roll of Donors
o President’s Book Club mailing - annual donors of $25K+
o Access
Benefits to NU
o Increased dollars and donors
o Fosters partnership with schools/units as they can build on
planned NULC stewardship
o More donor-centered fundraising environment
NULC
Direct Appeals
Annual NULC Mailing Schedule
o Two Stewardship pieces
o Four Solicitation pieces
o Sept, Nov, March and June
o Coordination with Schools/Units – i.e., “Dean’s Letters,”
school challenges
Phonathon
o Tool for new donor acquisitions, $1k-5k upgrades
Room to fill in “holes” in our calendar
o Email: New opportunities, lower cost!
o Calendar Year End and Fiscal Year End Lybunt Mailings
NULC
Direct Appeals
The All-Stars
o Stewardship brochure: 14,220 pieces mailed, 4.9% response rate,
$646,132.00 raised
o Honor Roll: 11,317 pieces mailed, 2% response rate, $307,992.00
raised
Exciting new initiative
o Retention Mailing
NULC
Direct Appeals
NULC
Direct Appeals
NULC
Direct Appeals
NULC
Direct Appeals
NULC
Volunteers
NULC Regional Councils
o Formed in Northwestern’s most significant metropolitan
areas to conduct peer-to-peer fundraising activities
o Boston, Chicago, Florida, Los Angeles, New York,
San Francisco, Washington, D.C.
Regional Council Strategic objectives:
o
o
o
o
Increase dollars
Increase donors in key cities
Strengthen regional communities
Prepare new group of volunteers for campaign
NULC
Volunteers
Regional Council Job Description
o Increase awareness of and support for NU by engaging and
soliciting alumni with the capacity to join NU’s giving societies
o Make an annual leadership gift of $5,000 or more
o Serve as an ambassador for NU and leadership giving
o Solicit 5-10 leadership prospects
o Identify potential leadership donors and facilitate
introductions
o Attend annual recognition event and 2 business meetings per
year, held locally
NULC
Volunteers
Regional Council Members
o Each Council’s membership reflects breadth of NU’s base and
the local community
o Class Year, Degree, School, Affinity, Parent
o Industry, Geography, Social Circle, Philanthropic Interest
o Qualities of a great Council Member:
o Loves NU
o Understands the importance of leadership giving
o Well-networked with a large or strategic alumni base
o Big name that raises NU’s local visibility
o Bonus: needs stewardship
NULC
Frontline Fundraising
NULC frontline officers
o Focus on, but not limited to, geographic areas of the
Regional Councils
o Solicit prospects for annual gifts of $5,000-$24,999
o Discovery/qualification is top priority
o Refer key prospects to staff or volunteers
o Close collaboration with central major gifts and schools/units
NULC
Role in Regional Strategy
Major Gifts Team structure
o Assistant directors
NULC
Role in Regional Strategy
o Schools/Units
o Collaborative meetings
NULC
Frontline Fundraising
NULC frontline officers come with 35-75 person regional
“team”
o Four ways volunteers help build the major gift pipeline
o “Not yet” – refer prospect to a volunteer
o “Not now” – test leadership ask through volunteer
o “Undiscovered” – volunteer refers lost prospect
o “Unresponsive” – volunteer opens door for staff
NULC
Summary
o Leadership annual donors of $1,000 - $99,999 represent a
significant portion of our annual fundraising goal
o Direct Appeals materials build NULC brand and boosts donor
acquisition
o NULC volunteers represent future campaign/NU volunteer
leaders
o Leadership donors represent a healthy pipeline for future
major gifts
o NULC gift officers facilitate collaboration
NULC
Questions?
T h an k yo u !

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