Reunion Fundraising Guide

Transcription

1 Swarthmore College Reunion Fundraising Guide

2 Reunion Guide: Table of Contents The Annual Fund..p. 3 Planning a Reunion Drive...p. 3 Reunion Calendar...p. 5 Organizing the Gift Committee...p. 5 Reunion Gifts and Special Projects...p. 8 Reunion Records.p. 8 Class Awards..p. 9 Methods of Giving...p. 9 Gift Societies...p. 9 Annual Giving Staff p.10 2

3 The Annual Fund Since its inception in 1941, the Annual Fund program has supported Swarthmore's values and priorities by fulfilling the most-pressing needs of the day. Its importance cannot be overstated more than $100 million of endowment would be needed to replace the $5 million that the Annual Fund is expected to generate this fiscal year. This vital revenue stream continually garners the support from more than half of the alumni body a true testament to Swarthmore's tradition of philanthropy. Perhaps the greatest measure of Annual Fund gifts is the far-reaching impact they have on campus. Because they are unrestricted, these gifts provide the College with the financial flexibility it needs to navigate a constrained fiscal environment. Annual Fund gifts enable Swarthmore to meet the immediate demands of its academic programs while maintaining a campus environment that appropriately challenges young minds. Planning a Reunion Drive The key to a successful reunion drive is strong leadership. The Class Agent establishes the intensity, strategy, and tone of the drive. Leaders must involve other volunteers and successfully share the responsibility to ensure that each member of the class is given the opportunity to participate at the most ambitious level within their means. Tips for success: Start early Make your approach personal Enlist a strong group of volunteers Encourage your classmates to attend reunion Establish your goals carefully Push for participation Communicate regularly Start early Planning should begin approximately 18 months in advance of the reunion. This will allow for time to gather input from past and fellow gift chairs, identify leadership donors, and, most importantly, discuss the upcoming reunion with your classmates. Make it personal It is imperative for you to make your own gift or pledge first. You set the bar and enable others to join you in supporting current and future Swarthmoreans. When making your appeals to individuals and/or couples to join the committee or make a gift, be as personal as possible. 3

4 Enlist a strong group of volunteers By recruiting a strong group of volunteers, you will make your job much easier. Select those with the strongest records of giving and volunteering and build from this base. Remember to recruit these members personally. Rating and screening With the help of Annual Giving staff, classmates' giving history, volunteer history, and known interest in supporting Swarthmore will be reviewed. Prospects/classmates will then be ranked to identify potential committee volunteers, lead donors, and other donors. Set a goal carefully The Annual Giving office will work with you to establish a class reunion goal. Lead gifts will help set the pattern of giving for everyone in the class and be predictive of the final total. Gifts of all sizes will be needed. Be realistic yet ambitious. The goal is extremely important, and as Alumni Weekend nears, it will be a valuable marketing tool. Urge your classmates to attend The Alumni Relations office will recruit leaders for planning events and increasing attendance. By collaborating with the Reunion Activities Chair(s) you can maximize results. Reunion attendance will, of course, increase the odds that alumni will make a gift. Push for participation While 90% of the gift total can be expected to come from 10% of the donors, the percentage of participating classmates is also a measure of the true success of the reunion drive. While everyone may not be able to make a leadership gift, their participation speaks volumes about their support of the College and its mission. Communicate regularly Use various forms of communication to keep everyone updated. The more classmates know, the more involved they will be. Discuss large and small gifts, new volunteers, upcoming meetings, and solicitation status. As always, keep your approach personal, and remember to motivate and thank everyone. 4

5 Sample Planning Calendar January 2010 to June 2010 Enlist key committee members Set meeting dates and deadlines July 2010 to August 2010 Enlist other volunteers Mailing to announce class reunion gift drive September 2010 to October 2010 Kick off for committee Screening and rating of class members Assignments made for key donors Class mailing Phonathon (student callers) November 2010 Phonathon continues (student callers) Peer solicitations December 2010 to January 2011 Peer solicitations continue February 2011 to April 2011 Peer solicitations continue Phonathon (student callers) Mass mailing (includes s) May 2011 to June 2011 Mass mailing (includes s) Finalize gifts Alumni Weekend Panic mailing Organizing the Gift Committee The most important decision you will make will be who you enlist to join the committee. The selection process must be accomplished thoughtfully and strategically. Take into consideration the geography of your class, who is capable of making a major commitment, and who has a recognizable name within the class. Gift committee members must be prepared to make their own specific gift or pledge commitment early. The make-up of the gift committee will vary from class to class, depending on the size and age of the group. Often there will be considerable overlap between gift and activities committees; smaller classes may have only one committee for all aspects of reunion planning. The Annual Giving office will assist in forming the committee. 5

6 Some tips for success: Use an individual's giving and volunteer history as a guide Be inclusive. Recruit people who would like to be part of the effort Choose classmates with giving potential Be thoughtful: donors first, friends second. Then, when making calls, inform everyone who is already on board Conduct screening and make sure everyone with potential is contacted For key solicitations, a face-to-face meeting is best Plan Your Approach When considering a prospect to join the committee and/or make a major contribution, plan ahead. Review his or her giving history, learn what you can about their interests, lifestyle, and how strong his or her connection is to the College. Doing so in advance allows you to have increased comfort and confidence in the conversations. Make an Appointment Face-to-face meetings are the best way to recruit a volunteer and secure a gift. It demonstrates the importance of the initiative and immediately makes the person feel valued. Schedule an appointment with them, ideally in a quiet area - his or her office or home is ideal. Try to avoid restaurants, especially when making plans to ask for a major gift. Conduct the Meeting One of the most important things to do during the meeting is to listen to what the individual is saying and watch their reactions to you. You will gain vital knowledge during the meeting that will help you tailor your approach. Finally, make "the ask." Tips for Gift Solicitation Ask face-to-face (if geography allows) Project confidence and make eye contact Ask for a specific amount Once the ask is made, be silent until the prospect reacts Clarify next step - pledge payment structure, brochure for stock gift, gift envelope, etc. A Successful Model Through the years reunion classes have successfully implemented various leadership models. One will be highlighted and can serve as a framework for your reunion class, but many other models can be successful. 6

7 In this model, the Class Agent(s) fills the position of Reunion Gift Chair(s). It is important to note that the Class Agent will be recruited for this leadership role and gift committee duties will begin six months in advance of the reunion year. Job Descriptions The Gift Chair of the reunion class is the primary fundraiser for everyone who graduated in that class, or who chooses to be identified with that "social class year." (The class roster will also include some who did not graduate.) Gift Chairs: Provide an important example by giving generously and early Identify and recruit classmates to serve as committee members and manage their assignments Write three class solicitation letters Contact classmates personally Remind classmates of outstanding pledges by telephone (or mail or , if necessary) in May or June Thank classmates for contributions with a personal note, , or phone call Keep in close contact with the class president and secretary Conduct meetings (in person or conference calls) with other volunteers and Annual Giving staff Gift Committee Members: Offer input on objectives and goals for class gift Make personal gift commitments early Help identify classmates with capacity for large gifts Cultivate and solicit assigned classmates for gifts Thank classmates for contributions with a personal note, , or phone call Reunion Gift Chair/Class Agent Gift Committee Members 7

8 What Counts as a "Reunion Gift"? Gifts from class members and matching gifts from corporations and foundations, all count in a class reunion grand total. Restricted gifts made to the College will count toward the Reunion total class gift, but will not be used for Alumni Fund trophies. In response to guidelines approved by the Board of Managers in 1991, most classes set goals of doubling their usual level of Alumni Fund support before considering an additional restricted gift in the year of a reunion. What About Special Projects? Some milestone reunion classes decide that, in addition to generous support of the Alumni Fund, they will raise money for a special project. Such a project should be agreed upon early by the class and discussed with senior staff at the College. Examples of recently approved projects are the Class of 1952 Evans H. Burn Memorial Scholarship and the Class of 1955's Parrish Challenge Campaign. The first step is often an interest survey mailed to class members. Swarthmore's development staff can provide samples and offer assistance in assessing the class' capacity. Reunion Giving and Participation Records for the Alumni Fund Reunion Dollars Participation 2 nd $8,460 (1980) 56.92% (1960) 5 th $18,400 (2001) 67.20% (1983) 10 th $62,841 (1994) 58.50% (1979) 15 th $62,289 (1985) 58.13% (1992) 20 th $105,055 (1984) 75.61% (1990) 25th $161,232 (1975) 76.60% (1987) 30 th $126,283 (1972) 77.67% (1982) 35 th $319,225 (1972) 77.30% (1952) 40 th $200,485 (1960) 80.09% (1964) 45 th $173,457 (1955) 87.15% (1962) 50 th $220,509 (1957) 94.50% (1939) 55 th $130, (1955) 83.56% (1951) 8

9 Alumni Fund Class Awards McCabe Trophy - The class with the highest Alumni Fund percentage of participation among those graduating within the last 10 years. Kay Bassett Award - The class with the greatest increase in dollars raised over their previous year's gift to the Alumni Fund (excluding the 50.) President's Cup - The class with the largest total gift to the Alumni Fund (excluding the 50 th Reunion class.) Water Tower Trophy - The class with the highest percentage of participation among the Garnet Sages (classes that have celebrated their 50 th Reunion and have 20 or more solicitable members.) The Class of 1937 Award in Memory of Dean Hunt - The class with the highest percentage of participation prior to their 50 th Reunion. Methods of Giving There are many different ways to make your gift to the College. Several are listed below; please refer to the Class Agent Manual or the College web site for more detailed information. Personal check Credit or debit card (AMEX, Discover, MasterCard, VISA) Gifts of securities Monthly Giving Program Real estate and real property Gift Societies Parrish Pillars Magill League Michener Society McCabe Council Trotter Partnership Garnet Leaders Founders Circle Adirondack Associates $100,000 and over $50,000 $25,000 $10,000 $5,000 $3,500 $1,864 $100 x years out (young alumni '01 - '10) 9

10 Who is the Annual and Parent Giving Staff? The staff of the Annual and Parent Giving office will assist you and make your job as easy as possible. Class agents are the key to a successful Annual Fund and we are here to help and work with you. Annual and Parent Giving Office annualgiving@swarthmore.edu Annual and Parent Giving Office Toll Free Meghan Harker mharker1@swarthmore.edu Assistant Director, Annual Giving *Reunions: 68, 73, 78, 83 Kara McDonald kmcdona2@swarthmore.edu Associate Director, Annual Giving *Reunions: 98, 03, 08, 11 Debbie Mulligan dmullig1@swarthmore.edu Administrative Assistant, Annual Giving Brian Myers bmyers1@swarthmore.edu Associate Director, Annual Giving *Reunions: 88, 93 Danielle Shepherd dshephe1@swarthmore.edu Director, Annual and Parent Giving *Reunion: 88 Fritz Ward fward1@swarthmore.edu Associate Director, Annual and Parent Giving Annual Giving Fax # Annual Giving Offices Parrish Hall, Rooms E232, E248, E252, E254, E256, E260 Mailing Address: Gifts online: Annual and Parent Giving Office Swarthmore College 500 College Avenue Swarthmore, PA Gift hotline: (800)