Taking it to the Next Level: Building a Comprehensive Fundraising Program Through a Campaign

Michael C. AndreasenExecutive Director, Development and Alumni RelationsStephen M. Ross School of BusinessUniversity of Michigan

Michael C. Andreasen background

• Student Caller• Director, Annual Fund• Director, Major Gifts• Campaign Director• Executive Director

Comprehensive Fundraising Program Executive Summary

• $100 - $100 million

• Integration of Engagement Programs & Development

• Role of Volunteers

• The 'Campaign' Difference

• Securing 'the Gift' in a Campaign

Comprehensive Fundraising Program

• $100 - $100 million

~ Strong Annual Giving Program– Data is key– Phone & mail– Segmented solicitations– Compelling examples of impact– Active chair/volunteer– Consistent/coordinated communication

Comprehensive Fundraising Program

• $100 - $100 million

~ Major Gifts: The Six Figure Pipeline

– Energetic Diverse Development Officer Team

– Target Annual Donors

– DISCOVERY – DISCOVERY --

DISCOVERY

Comprehensive Fundraising Program

• $100 - $100 million

~ Nucleus of Principle Gifts ($5 million+)

– Sequence gift announcements

– Boards/Volunteers/Organization CEO

$100 -- $100 million

SUMMARY

• Decide to be committed to a comprehensive program

• Promote the concept in all strategy discussions

• Promote successes

• Benchmark

Integration of Engagement Programs & Development

• Define your engagement program~ Can’t do it all~ What do your donors tell you they want or

need?• Develop detailed business plan with

benchmarking criteria~ Set parameters~ Multi-year plans/planning~ Manage expectations

Integration of Engagement Programs & Development

• Determine obvious/natural collaborative opportunities with Development~ Regional activity~ Communications~ Data collection

• Force communication between programs~ Relocate staff~ Create task forces~ Staff retreats

Integration of Engagement Programs & Development

• Lead by Example

~ Engage donors

~ Board leadership

~ Visit/attend club activities

Role of Volunteers

• Advice~ Strategy of organization~ Engagement & Development Programs~ Campaign Planning

• Ambassadors~ Hosts~ Screening/rating~ Solicitors

• Donor pool~ Principal gift prospects~ Nucleus fund donors

• Ross School~ Alumni Board, Corporate Board,

Visiting Committee, Campaign Cabinet

The Campaign

• Feasibility

• The 'Case Statement'

• Planning/Build Out

• Public Phase/University Wide Coordination

• A Campaign is to fundraising as the Super Bowl is to a regular season game.

The Campaign

• Feasibility

~ Internal readiness

~ Identified priorities

~ Gift potential

~ Role of consultants

The Campaign

• The Case Statement

~ What is it?

~ Is it the holy grail?

~ What to do with it if you get it?

~ Does it ultimately become a brochure?

The Campaign

• Planning/Build Out

~ Setting a timeline

~ Develop a gift pyramid

~ Set in place benchmarking

~ Hire the staff

~ Develop a 'public phase' plan

The Campaign

• A Campaign is to fundraising the way the Super Bowl is to the regular season game

~ Fundraising fundamentals~ Increased intensity~ Unified voice~ Targeted priorities~ Broad internal participation~ Investment in the Development program~ Taking it to the next level and beyond

The Campaign

• Securing ‘The Gift’ in a Campaign

~ The naming of the Stephen M. Ross School of Business at the University of Michigan

DISCUSSION

THANK YOU!