Case Iii 2 11 09 Final

CASE III Atlanta February 11, 2009 Market Research and Integrated Marketing Strategies Shaping Fundraising Communications

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Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The results ,[object Object],[object Object],“ I am beyond proud to be an alum of U.Va. I love telling people where I went to school as most of them are visibly impressed.”

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The results “ I have no idea what the Annual Fund is.” “ I’m not sure, but I believe it’s the annual plan for raising money from alumni donations.”

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The results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Reinventing the Annual Fund ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The proposal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Recommendations for next steps ,[object Object],[object Object],[object Object],[object Object],[object Object],“ There needs to be more transparency on how the university does business and spends its money. We give and have no clue on what we’re giving to half the time and no clue how the money’s being used.” “ I can never tell which campaign/fund I'm being asked to donate to.”

Recommendations for next steps ,[object Object],[object Object],[object Object],“ Soliciting feedback/input, through initiatives such as this survey, does a great deal to engage alumni.”

Recommendations for next steps ,[object Object],[object Object],[object Object],“ The University gets so much money from private funds. I do not think my $50-$100/year is needed that much. The school is well-endowed. Why would they need my help? They're doing so well.”

Recommendations for next steps ,[object Object],[object Object],[object Object],[object Object],“ Even after I've donated, I continue getting calls for that same year. That's highly annoying and makes me consider not donating again.” “ I sometimes get confused when I get emails or print materials from different parts of the University (i.e., alumni association versus college of arts and sciences). It can be difficult to decipher where the information is coming from.”

Recommendations for next steps ,[object Object],[object Object],[object Object],[object Object],“ If [they] only requested money twice a year that’s fine. I give annually anyway.”

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Recommendations for next steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Recommendations for next steps

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[object Object],[object Object],[object Object],[object Object],Recommendations for next steps

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Annual Fund message foundation My gift is a way of expressing my loyalty to my college or school and my confidence in the University’s future. A gift to the Annual Fund shows that I am proud to be connected to the long history and venerable traditions of Thomas Jefferson’s university. My gift makes it possible for new generations to have the kinds of experiences that made my own U.Va. education so meaningful. My gift helps give U.Va. the resources necessary to attract leading teacher-scholars . School of Architecture U.Va. gave me the unique opportunity to study in Jefferson’s campus – itself a masterpiece of architecture, landscape architecture, and planning. Arts & Sciences It is an important time to give to U.Va. because it gives me the benefits of a large research university with the personalized atmosphere of a small liberal arts college – and all at a public school price. Curry School of Education Our nation needs to know how to train and support the best and most effective teachers and educators because children’s lives are improved through the transformative power of education. McIntire School of Commerce My Annual Fund gift expresses gratitude for the impact the McIntire School of Commerce had on my life. … impact McIntire had on my professional life . SEAS My annual gift supports the SEAS’s ambitions to be positioned among the nation’s top 20 engineering schools. … helps keep SEAS at the forefront of science and engineering education by supporting distinctive research projects and student programs. School of Nursing My gift to the School of Nursing is an investment in the future of the people, programs, and research that will shape the future of health care. CORE KEY

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Case Iii 2 11 09 Final

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