Taking it to the Next Level Building a

Taking it to the Next Level: Building a Comprehensive Fundraising Program Through a Campaign Michael C. Andreasen Executive Director, Development and Alumni Relations Stephen M. Ross School of Business University 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

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

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