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three tenets of a good annual giving program are to increase
dollars and donors, educate internal and external constituents,
and identify special and major gift prospects.
Increasing matching gift participation is firmly rooted within the tenet of education.
As annual giving professionals, we all understand that matching gifts come down to donor awareness and a little additional effort on their end.
There are a number of inexpensive (if done strategically) initiatives that will enhance matching gift comprehension and donor effort to fulfill gift potential.
This strategy can work well to jumpstart matching gift awareness. The direct mail piece is a simple postcard, not seeking a gift, but rather utilized as a Did You Know primer.
Mail this postcard utilizing 3rd class postage rates at the beginning of the fiscal year every other year, prior to your annual giving cycle.
Utilize a unique marketing design for the front of the postcard to catch the prospects attention.
The back-side of the postcards has a message similar to:
The good news for this approach
is that it is fun, inexpensive, and creates awareness.
Importance of MG Blurbs:
|Contributed by …
|Mike Westfall, Vice President for University Advancement, Eastern Washington University
currently the Vice President for University Advancement at Eastern
Washington University, having previously worked as Associate Vice President for Advancement at Radford
University. Mike previously worked for the University of Toronto as Director, Alumni
Advancement, overseeing a staff of 20+ in alumni
relations and annual giving programming targeting 360,000+ alumni.
Mike has also
worked in development at Virginia Tech, Michigan State University
and Georgetown University.
Alumni Engagement Matrix.
Alumni Objectives Matrix.
Annual fund Within a Campaign: Leadership Principles and Annual Fund Strategy.
Annual Giving Ad.
Annual Giving Operating Plan.
Building Internal and External Relations.
Campaign Planning. Comprehensive campaign planning timeline.
Campaign Staffing. Presentation on Getting (& Keeping) the Right People on the Bus.
Case for Enhanced Marketing.
Credibility Gap. Strategies for evaluating program stature.
Development Officer Performance Management. Fiscal year performance measurements and metrics.
E-Communications. E-communications and relationships.
E-Solicitations. An integrated approach to giving. College of Arts and Sciences E-solicitation.
EWU Needs You. Good video showing the emotion behind and the reality of what funding cuts will do to the success of students.
Favorite reports. Contributor of some of the favorite reports.
Fiscal Policies and Procedures. Good fiscal policies and procedures manual with sample forms.
Fiscal Year vs. Calendar Year. Which one should you use?
Fostering Communication. Improving communications between Annual Fund and Advancement Services.
Generic Gift Card
Lessons Learned. Presentation on lessons learned in annual fund.
Leveraging Penetration. Leveraging penetration in the call center.
Major Gift Staff Evaluation.
Matching Gift Efforts. Improving your direct mail matching gift performance.
Maximizing On-Line Vision
Maximize Your Matching Gifts. Video of Presentation.
Millennials. Short information piece on some attributes and behaviors of Millennials.
Nurturing Alumni Relationships. Improve the management of your alumni touch points.
On-Line Giving – Outsourcing Strategies
On-Line Strategies. Presentation on on-line strategies for Alumni and Development.
Online Strategies. Synergies through service.
Philanthropic Best Practices.
Pillars of Advancement. Matrix of the pillars of University Advancement at Eastern Washington University.
Principles of Stewardship.
Reboot of Philanthropy in Higher Education.
Role of Advancement. Conceptual diagram on what is the role of the University Advancement.
Sample Annual Giving Ads.
Silos to Synergy. Cooperation and coordination on campus.
Solicitation Code Matrix, Solicitation Policy Sample.
Strategic Planning, 2.
Stewardship: A Global View. Stewardship as a cultivation strategy.
Targeting International Alumni.
10 Reasons to Give. 10 reasons to support the annual fund.
Top 10 Ways to Give. Radford University.
The Role of the Annual Fund in a Capital Campaign.
Value Portal. Presentation on web strategies from the CASE Online Strategies Conference.
WWW.Annualfund.edu. Perceptions, myth and reality of annual fund on the Internet.