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University of Miami
The GOLDstein Family
Challenge
Inspiring Recent Graduates by Restarting the Conversation
Outlining Our Discussion
Introduction
& Background
Strategies
& Campaign
Results
& Takeaways
“Failing to plan is planning ...
Introduction & Background
“Who is this guy? Why is he standing here talking to a room of people?”
Your internal monologue
Hometown: Springfield, IL
Education: Bachelor of Liberal Arts
May 2010
University of Miami
Experience: Development Directo...
To frame the conversation, let’s first define
YOUNG ALUMNI
Young Alumni aka G.O.L.D. Alumni aka Millennials
Young Alumni aka G.O.L.D. Alumni aka Millennials
Young Alumni at the University of Miami
 Undergraduate alumni of the last 10 years, typically between the
ages of 21 and ...
YoungAlumniPhilanthropyat
theUniversityofMiami
0%
10%
20%
30%
40%
50%
60%
70%
FY12 Annual Giving Rate FY12 Annual Retentio...
YoungAlumniPhilanthropyat
theUniversityofMiami
So, did UM solicit young alumni before FY13?
Yes! However, we had very rare...
Developing a dynamic Young Alumni Program
was established as an area of strategic focus.
Two new positions were created:
•...
Strategies & Campaign
“Insanity is doing the same thing, over and over again, but expecting different results.”
Albert Ein...
Before we get ahead of ourselves, let’s discuss
EXPECTATIONS & GOALS
Benchmark programs and analyze your population to
DEVELOP A STRATEGY
The first step in developing a challenge grant is
IDENTIFYING A DONOR
After a donor has been identified, it’s time to draft a
CHALLENGE GRANT
Once the challenge grant is approved by all parties…
LET THE FUN BEGIN
Choose a simple, effective theme:
Design the Campaign
Structure of the Campaign
GOLDstein Family Challenge
Campaign Launch:
February 4th
Campaign Conclusion:
May 31st
Double Yo...
Traditional Solicitation Strategies
Modern Solicitation Strategies
With a strategy in place, it’s time for the…
CAMPAIGN LAUNCH
Volunteers Campaign Launch
GOLDstein Family Challenge Volunteer Slideshare
University
Representative
Young Alumni
Leadersh...
Direct Mail Campaign Launch
Letter Announcement Mock Check (Front)
Mock Check (Back)
Direct Mail Campaign Launch
Envelope (Front)
Envelope (Back)
Reply Card (Front)
Reply Card (Back)
Direct Mail Campaign Launch
Donor Postcard (Back)
Donor Postcard (Front) Alumni Magazine Ad
Email Campaign Launch
Generic YA
Solicitation
School Challenge
Solicitation
Pre-Launch
Donor
Webpage Campaign Launch
GOLDstein Family Challenge Landing Page
Webpage Campaign Launch
GOLDstein Family Challenge Thank You Page
Webpage Campaign Launch
GOLDstein Family Challenge Donor Badge Page
Social Media Integration
Your campaign is off to a good start. Time for a
CAMPAIGN UPDATE
Direct Mail Campaign Update
Self-Mailer Update (Front) Self-Mailer Update (Back)
Direct Mail Campaign Update
Donor Postcard (Front)
Donor Postcard (Back)
Email Campaign Update
Post-Launch
Donor
Updated
Solicitation
Follow-Up
Solicitation
Webpage Campaign Update
GOLDstein Family Challenge Campaign Update
Set attainable goals, but be ambitious, and always…
PLAN FOR SUCCESS
Direct Mail Bonus Round
Bonus Round Announcement (Front)
Bonus Round Announcement (Back)
Bonus Round Donor Postcard (Front...
Email Bonus Round
Bonus Round
Announcement
Bonus Round
Stewardship
Bonus Round
Infographic
Webpage Bonus Round
GOLDstein Family Challenge Bonus Round
Regional Impact of U President’s Tour
Impact of U Invitation (Front) Impact of U Invitation (Back)
Impact of U E-Invitatio...
Regional Young Alumni Competition
Boston YA Rally
Invitation
DC YA Rally
Update
DC Group
Boston Group
Email Campaign Conclusion
Final Day
Solicitation
Post Campaign
Solicitation
Post Campaign
Stewardship
How about the results of the campaign
you’ve been talking about for the last 30 minutes?
About now, you’re all thinking…
F...
Results & Takeaways
“However beautiful the strategy, you should occasionally look at the results.”
Winston Churchill
Results Overall Young Alumni Program
GOLDstein Family Challenge on Momentum2 Website
Regardless of your institution’s
culture, size, and goals,
there are lessons that can
benefit your efforts.
Let’s Discuss ...
Success is dependent upon collaboration.
A harmonious relationship between giving and engagement is key.
Lessons Learned f...
Make your campaign simple & consistent.
Simplify your message and branding to make it memorable.
Lessons Learned from the ...
Give young alumni a specific purpose.
Create separate goals just for young alumni efforts.
Lessons Learned from the GOLDst...
Personalize outreach as much as possible.
Use data to tailor outreach to the individual when feasible.
Lessons Learned fro...
Millennials like supporting a cause.
The focus should be on the cause and impact, not the institution.
Millennial Trends f...
Millennials prefer to connect via technology.
Websites, search engines, social media, email, mobile devices.
Keep this pre...
Millennials share in “micro” ways.
Interaction is often immediate and impulsive.
Provide opportunities with low barriers t...
Millennials facilitate (and rely on) peer influence.
Capacity may be lower, but there is still willingness to give.
Incent...
Millennials want a continuum of support.
One-time commitments to long-term, pro-bono skills-based opportunities.
Long-term...
Millennials give to make an impact.
Regardless of amount, gifts should achieve tangible results.
Transparent reporting of ...
? Questions?
“Is it time for brunch yet?”
Your (and my) internal monologue
Gabriel Trieger, B.L.A. ’10
Regional Development Director
University of Miami
Office of Alumni Relations
Newman Alumni Cen...
University of Miami
The GOLDstein Family
Challenge
Inspiring Recent Graduates by Restarting the Conversation
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The GOLDstein Family Challenge: Inspiring Recent Graduates by Restarting the Conversation

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This presentation will outline the GOLDstein Family Challenge, the first young alumni challenge campaign at the University of Miami. We will educate fellow annual giving professionals on best practices for creating and executing a challenge campaign, with specific focus placed on the young alumni demographic. This highly targeted, comprehensive campaign resulted in a 48 percent increase in the number of young alumni donors over the previous fiscal year and an approximate 4 percent increase in young alumni giving participation.

Veröffentlicht in: Marketing
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The GOLDstein Family Challenge: Inspiring Recent Graduates by Restarting the Conversation

  1. 1. University of Miami The GOLDstein Family Challenge Inspiring Recent Graduates by Restarting the Conversation
  2. 2. Outlining Our Discussion Introduction & Background Strategies & Campaign Results & Takeaways “Failing to plan is planning to fail.” Alan Lakein, author of How to Get Control of Your Time and Your Life
  3. 3. Introduction & Background “Who is this guy? Why is he standing here talking to a room of people?” Your internal monologue
  4. 4. Hometown: Springfield, IL Education: Bachelor of Liberal Arts May 2010 University of Miami Experience: Development Director, Regional University of Miami 2014 – Present Assistant Director, Young Alumni & Student Philanthropy University of Miami 2012 – 2014 Assistant Director, Telemarketing University of Miami 2010 – 2012 Gabriel Trieger Regional Development Director + approx. 15 years =
  5. 5. To frame the conversation, let’s first define YOUNG ALUMNI
  6. 6. Young Alumni aka G.O.L.D. Alumni aka Millennials
  7. 7. Young Alumni aka G.O.L.D. Alumni aka Millennials
  8. 8. Young Alumni at the University of Miami  Undergraduate alumni of the last 10 years, typically between the ages of 21 and 35  13% of total alumni population (approx. 23,000)  82% live in major cities, similar to general alumni  62% have a South Florida preferred address  All graduated during Donna Shalala’s tenure as UM’s President – they are her graduates
  9. 9. YoungAlumniPhilanthropyat theUniversityofMiami 0% 10% 20% 30% 40% 50% 60% 70% FY12 Annual Giving Rate FY12 Annual Retention Rate General vs Young Alumni General Alumni Young Alumni Why focus on Young Alumni? Young/GOLD alumni (graduates of the last decade) offer a great opportunity for increased engagement and philanthropy.
  10. 10. YoungAlumniPhilanthropyat theUniversityofMiami So, did UM solicit young alumni before FY13? Yes! However, we had very rarely communicated with young alumni in a unique way and did not consider their communication preferences. General Alumni Young Alumni
  11. 11. Developing a dynamic Young Alumni Program was established as an area of strategic focus. Two new positions were created: • Director of Young Alumni & Student Engagement • Assistant Director of Young Alumni & Student Philanthropy (me) A New Approach
  12. 12. Strategies & Campaign “Insanity is doing the same thing, over and over again, but expecting different results.” Albert Einstein
  13. 13. Before we get ahead of ourselves, let’s discuss EXPECTATIONS & GOALS
  14. 14. Benchmark programs and analyze your population to DEVELOP A STRATEGY
  15. 15. The first step in developing a challenge grant is IDENTIFYING A DONOR
  16. 16. After a donor has been identified, it’s time to draft a CHALLENGE GRANT
  17. 17. Once the challenge grant is approved by all parties… LET THE FUN BEGIN
  18. 18. Choose a simple, effective theme: Design the Campaign
  19. 19. Structure of the Campaign GOLDstein Family Challenge Campaign Launch: February 4th Campaign Conclusion: May 31st Double Your Impact: School Challenges Campaign Launch: February 4th Campaign Conclusion: May 31st Regional Competition Competition Launch: April 1st Competition Conclusion: May 17th
  20. 20. Traditional Solicitation Strategies
  21. 21. Modern Solicitation Strategies
  22. 22. With a strategy in place, it’s time for the… CAMPAIGN LAUNCH
  23. 23. Volunteers Campaign Launch GOLDstein Family Challenge Volunteer Slideshare University Representative Young Alumni Leadership Council Volunteers Resources
  24. 24. Direct Mail Campaign Launch Letter Announcement Mock Check (Front) Mock Check (Back)
  25. 25. Direct Mail Campaign Launch Envelope (Front) Envelope (Back) Reply Card (Front) Reply Card (Back)
  26. 26. Direct Mail Campaign Launch Donor Postcard (Back) Donor Postcard (Front) Alumni Magazine Ad
  27. 27. Email Campaign Launch Generic YA Solicitation School Challenge Solicitation Pre-Launch Donor
  28. 28. Webpage Campaign Launch GOLDstein Family Challenge Landing Page
  29. 29. Webpage Campaign Launch GOLDstein Family Challenge Thank You Page
  30. 30. Webpage Campaign Launch GOLDstein Family Challenge Donor Badge Page
  31. 31. Social Media Integration
  32. 32. Your campaign is off to a good start. Time for a CAMPAIGN UPDATE
  33. 33. Direct Mail Campaign Update Self-Mailer Update (Front) Self-Mailer Update (Back)
  34. 34. Direct Mail Campaign Update Donor Postcard (Front) Donor Postcard (Back)
  35. 35. Email Campaign Update Post-Launch Donor Updated Solicitation Follow-Up Solicitation
  36. 36. Webpage Campaign Update GOLDstein Family Challenge Campaign Update
  37. 37. Set attainable goals, but be ambitious, and always… PLAN FOR SUCCESS
  38. 38. Direct Mail Bonus Round Bonus Round Announcement (Front) Bonus Round Announcement (Back) Bonus Round Donor Postcard (Front) Bonus Round Donor Postcard (Back)
  39. 39. Email Bonus Round Bonus Round Announcement Bonus Round Stewardship Bonus Round Infographic
  40. 40. Webpage Bonus Round GOLDstein Family Challenge Bonus Round
  41. 41. Regional Impact of U President’s Tour Impact of U Invitation (Front) Impact of U Invitation (Back) Impact of U E-Invitation Campaign Info Sheet Photo from DC Event
  42. 42. Regional Young Alumni Competition Boston YA Rally Invitation DC YA Rally Update DC Group Boston Group
  43. 43. Email Campaign Conclusion Final Day Solicitation Post Campaign Solicitation Post Campaign Stewardship
  44. 44. How about the results of the campaign you’ve been talking about for the last 30 minutes? About now, you’re all thinking… Funny you should ask…
  45. 45. Results & Takeaways “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill
  46. 46. Results Overall Young Alumni Program GOLDstein Family Challenge on Momentum2 Website
  47. 47. Regardless of your institution’s culture, size, and goals, there are lessons that can benefit your efforts. Let’s Discuss Some (10) Important Takeaways!
  48. 48. Success is dependent upon collaboration. A harmonious relationship between giving and engagement is key. Lessons Learned from the GOLDstein Family Challenge Inter-departmental support will bring your campaign to another level.
  49. 49. Make your campaign simple & consistent. Simplify your message and branding to make it memorable. Lessons Learned from the GOLDstein Family Challenge Build upon your institutional brand to facilitate future non-YA efforts.
  50. 50. Give young alumni a specific purpose. Create separate goals just for young alumni efforts. Lessons Learned from the GOLDstein Family Challenge Overall alumni goals may seem out of reach based on YA population.
  51. 51. Personalize outreach as much as possible. Use data to tailor outreach to the individual when feasible. Lessons Learned from the GOLDstein Family Challenge Don’t be afraid to use first names.
  52. 52. Millennials like supporting a cause. The focus should be on the cause and impact, not the institution. Millennial Trends from 2013 Millennial Impact Report Utilize stories about impact to better inspire young alumni.
  53. 53. Millennials prefer to connect via technology. Websites, search engines, social media, email, mobile devices. Keep this preference in mind when designing appeals. Millennial Trends from 2013 Millennial Impact Report
  54. 54. Millennials share in “micro” ways. Interaction is often immediate and impulsive. Provide opportunities with low barriers to participate. Millennial Trends from 2013 Millennial Impact Report
  55. 55. Millennials facilitate (and rely on) peer influence. Capacity may be lower, but there is still willingness to give. Incentivize peer-to-peer outreach through friendly competition Millennial Trends from 2013 Millennial Impact Report
  56. 56. Millennials want a continuum of support. One-time commitments to long-term, pro-bono skills-based opportunities. Long-term volunteers tend to give larger gifts, and solicit their networks. Millennial Trends from 2013 Millennial Impact Report
  57. 57. Millennials give to make an impact. Regardless of amount, gifts should achieve tangible results. Transparent reporting of results and outcomes lead to continued giving. Millennial Trends from 2013 Millennial Impact Report
  58. 58. ? Questions? “Is it time for brunch yet?” Your (and my) internal monologue
  59. 59. Gabriel Trieger, B.L.A. ’10 Regional Development Director University of Miami Office of Alumni Relations Newman Alumni Center University of Miami 6200 San Amaro Drive Coral Gables, FL 33146 305-284-4331 g.trieger@miami.edu
  60. 60. University of Miami The GOLDstein Family Challenge Inspiring Recent Graduates by Restarting the Conversation

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