BE CREATIVE HOW TO SHOW IMPACT TO YOUR DONORS OCTOBER 22, 2015 ANNUAL GIVING CONGRESS
WHO WE ARE Heather C. Ullman University of Toronto Executive Director, Annual & Leadership Giving Michael Page University of Toronto Director, Leadership Annual Giving
AGENDA Background on U of T s ALG Program Can you be creative in mass direct marketing? Case study on Follow-A-Student Campaign Case study on My Priority, Our University Appeal Questions
BACKGROUND ON U OF T S ALG PROGRAM Centralized de-centralized program Execute on behalf of 30+ divisions Need to use economies of scale to remain profitable Examples today are from our donor renewal program
CAN YOU BE CREATIVE IN MASS DIRECT MARKETING? Using template art with a common look and feel Quick turn around time for art and copy 30+ unique brands to consider How can we make this personal? How can we tell the individual story? How can we show the divisional impact? 5
FOLLOW-A-STUDENT CAMPAIGN BACKGROUND Leadership Annual Giving e-campaign was typically four emails throughout the year featuring imagery and signatories from our DM Stagnant info and photography No ability to be nimble and show progress 6
FOLLOW-A-STUDENT STRATEGY Sharing real-time highlights of our students time at U of T and the impact of donor support on their education Counter the staleness you get from repeating what is in a DM piece that begins months before the e-campaign How to do this for 25+ divisions? 7
GOALS & OBJECTIVES Be Divisional Be Dynamic Create connections Tell a real story Show the impact of leadership giving Be easy to execute and produce
CAMPAIGN BRIEF Used the student featured in the DM from the fall campaign Created a series of four templates with a thematic and visual element that is easily updatable Developed information gathering email templates that student can easily and readily respond to Used photos from Flickr, Facebook, Twitter and Instagram to tell the student story
CAMPAIGN BRIEF Longer, story-telling type copy Webpage repository for previous emails
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FOLLOW-A-STUDENT CAMPAIGN OUTCOMES Quantitative Households: 3,000 # of Donors: 185 Revenue: $228,882 Qualitative Donor inquiries regarding students progress Divisions requesting we continue the campaign year over year 15
FOLLOW-A-STUDENT CAMPAIGN OUTCOMES 2015 Winner CCAE Prix D'Excellence Gold Medal for Best Fundraising Initiative 16
MY PRIORITY, OUR UNIVERSITY. CAMPAIGN BACKGROUND This campaign is executed in the Spring. A mechanism to ask for a second gift from current donors, as well as another mailed solicitation to non-responders from our Fall appeal. We included more LAG prospects than we have in the past. Specifically, Fall non-responders and current donors who made a gift below $1,000. Total pool was approximately 30,000 households 17
MY PRIORITY, OUR UNIVERSITY. CAMPAIGN STRATEGY Donor Centric & Show Impact 18
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CAMPAIGN CREATIVE BRIEF To be as authentic and donor centric as possible and tell the U of T case for support in our donors own words To look and feel like personal letter head. Reading this you would think this is from the desk of the signatory. Visual Identity to have our donors come back to campus and photograph them with current students.
CAMPAIGN CREATIVE BRIEF Setting new rules: no bolding no underlines no Ask?
CAMPAIGN ARTWORK
CAMPAIGN ARTWORK
I am writing to you now on a more personal note. As a boy who grew up in the workingclass Riverdale district of Toronto, I was by no means in a position to go to university without scholarships and bursaries. My father died when I was young a difficult thing then as now. Happily, I received financial support and was able to attend Skule. With the exception of meeting my wife Jean, this was the greatest good fortune of my life. LAURI J. HIIVALA, 6T5 24
CAMPAIGN ARTWORK
Like today s students and so many alumni and friends, we were immersed in the academic, extra-curricular and social life of the College. This is where we became the people we are today. Through the courses, the extra-curricular and social opportunities available to us, we enjoyed an enriching education that prepared us well for work and life. Many of our closest friends were our contemporaries at St. Michael s GRACE MCSORLEY (BA 1995 SMC) & MICHAEL MCCARTHY (BSC 1994 SMC) 26
CAMPAIGN ARTWORK
The role of the pharmacist is changing, and the expanded scope of practice has created new opportunities for pharmacists to have a greater impact on the health of Canadians and our health care system. We graduated from the University of Toronto in 1975 and understand that our role as alumni is changing as well. Donor support is critical to the welfare of students at the Leslie Dan Faculty of Pharmacy as they face challenges that were unknown 40 years ago. DAVID & CATHY WINDROSS 28
CAMPAIGN ARTWORK
Giving is a way of recognizing the vital role that UTSC plays in Scarborough. It is a means of making a great student experience even better. For me, it is a way of saying thanks. I know the difference UTSC has made to my life. SANDRA GRIFFITHS BA, UNIVERSITY OF TORONTO SCARBOROUGH, 1989 30
CAMPAIGN OUTCOMES Quantitative Qualitative Notes on gift forms Messages to donorsignatories from former classmates and friends Pride of Association Households: 31,500 # of Donors:1,997 Revenue: $287,693 Telefund Revenue: $315,020 Donors: 3,039
QUESTIONS?
CONTACT US Heather C. Ullman Executive Director, Annual & Leadership Giving heather.ullman@utoronto.ca Michael Page Director, Leadership Annual Giving m.page@utoronto.ca