presents
High-Speed Success:
The Best and Brightest
Online Annual Giving Ideas
Thursday, November 18, 2004
2:00 p.m. - 3:30 p.m. Eastern
1:00 p.m. - 2:30 p.m. Central
12:00 Noon - 1:30 p.m. Mountain
11:00 a.m. - 12:30 p.m. Pacific
Presented By:
Bob Burdenski
Lorna Lodholz
Shawn Dailey
Barbara Daines
Services provided by KRM Information Services, Inc. NMA008796
PRESENTERS
Bob Burdenski
Principal
Robert Burdenski Annual Giving
Bob Burdenski is an expert in annual giving, direct marketing, and alumni relations program
strategies. He is a frequent speaker (including numerous CASE conferences) and published
author, often appearing in CURRENTS. Bob is the author of the newly-published CASE book,
Innovations in Annual Giving, which presents ten case histories of advanced annual giving
strategies.
Since 2002, he has served as the moderator of FundList, the largest fund-raising e-mail discussion
listserv in the world, with nearly 2,000 development professional subscribers.
Bob has spent more than 16 years in fund raising serving a variety of educational institutions,
religious, and human services organizations. He has served as director of university development
at Cleveland State University, vice president for development at Catholic Charities Corporation in
Cleveland, and chief development officer at Notre Dame College of Ohio. He has served as an
annual giving consultant since 1996. His clients include the Stanford Business School, Barnard
College, Colorado College, Creighton University, the University of California at Berkeley, and
the University of Dayton.
**************************************
Lorna M. Lodholz
Director
The Annual Fund at NC State
NC State University
Lorna has been with North Carolina State University since 1993. She has been director of the
Annual Fund—which raises primarily unrestricted funds for the ten colleges on campus through
phone, direct mail, and web solicitations—since 2000.
The Annual Fund raises nearly $2 million dollars per year in support of academic priorities and is
also responsible for the Parent's Fund and the Faculty/Staff campaign. Lorna has seen a dramatic
increase in credit card giving to The Annual Fund since the inception of NC State’s online giving
site in 2001. Credit card gifts in 2001 were $157,000 and just three years later, in 2004 had
almost doubled to over $292,000. She has also seen an increase in online gifts of 15 percent or
more each year since 2001.
Prior to arriving at NC State University Lorna worked at St. Andrew's-Sewanee School in
Tennessee.
Shawn Dailey
Associate Director of Alumni and Parent Programs
Kenyon College
Shawn joined the Office of Alumni and Parent Programs at Kenyon College in January of 2000.
During that time he has worked with a wide range of programs and projects including reunion
giving, matching gifts, alumni surveys, and most recently the Kenyon Parents Fund. Shawn has
coordinated the College’s online giving feature since his hire, and fully integrated the online
giving system in July of 2002.
During his tenure with the College, online giving has increased 950%, including a 64% increase
last year. Online gifts accounted for nearly 10% of the 2003-04 Kenyon Fund total, and
approximately one-third of those gifts were the direct result of an email solicitation. His success
with online giving and email solicitations has made him a sought-after speaker on the topic.
Shawn worked as a marketing coordinator in the Columbus office of Deloitte & Touche LLP
prior to joining Kenyon. He holds a degree in communications from The Ohio State University.
**************************************
Barbara Daines
Associate Director of Alumni Online Services
Stanford Business School Alumni Association
Barbara joined the Stanford Graduate School of Business Development Office in August 1995 as
a development officer, responsible for young alumni annual giving, the Business School Fund
telemarketing program, MBA graduating class gift campaigns, volunteer management, and the
MBA fifth reunion.
In 2004, she moved to the Stanford Business School Alumni Association as the associate director
of alumni online services and senior web editor. In this position, Barbara leverages her graphic
design background prior to the business school and her experience from the GSB development
office.
In addition to managing the business school alumni Web site, Barbara is responsible for all online
services available to over 23,000 GSB alumni. In the past five years the Web site has grown to
now deliver, through a single sign-on authentication system, services such as an alumni directory,
GSB alumni Web mail, mail groups, event registration, library database access, password
protected class sites, and a strong lifelong learning's Web presence. She also is responsible for
managing the integration of all alumni data into these various services and alumni volunteer
tracking. On her watch, the e-mail capture of alumni addresses has gone from 45 percent to 76
percent of all alumni.
Barbara worked at the following companies prior to the Stanford Graduate School of Business:
Designer Production Artist, Bailey & Montaque Advertising Agency; Founder/President/Card-
Line Designer and Creator, Swizzle Card Co.; Graphic Designer/Production Manager, Barbara S.
Daines Graphic Design Co.; Sole Designer and Creator of "Freckles"(an everyday card line),
marketed by Recycle Paper Products, Inc. She holds a BFA from the University of Utah.
High-Speed Success:
The Best and Brightest
Online Annual Giving Ideas
Bob Burdenski
Featuring
Lorna Lodholz, Shawn Dailey and
Barbara Daines
1
Our Agenda Today
• A Guided Tour of the NC State Annual Giving Web Site
– With Lorna Lodholz, Director of Annual Giving,
North Carolina State University
• Some Favorite Online Annual Giving Examples from
Other Schools
– With Shawn Dailey, Associate Director of Annual Giving,
Kenyon College
• Relationship Building Via the Internet
– With Barbara Daines,
Associate Director of Alumni Online Services,
Stanford Business School Alumni Association
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2
1
Let’s Take A Poll!
Polling Question #1
• Please Vote
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3
2004 CASE
Email Fundraising Survey
• 463 responses as of October, 2004
• 50% of schools “have moved some of their annual fundraising to an
email appeal”
• 75% of those have been using it for less than 2 years
• 16 schools raise more than $100,000 per year via email – one raised
in excess of $1 million
• Frequently used as a year-end appeal (49%)
• 47% solicit “everyone with an email address”
• 33% have no exact schedule, 28% send twice per year
• 82% use email in addition to other appeals, not instead of
• 50% say it’s too soon to tell if prospects are more responsive and
more generous via email
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4
2
Kodak’s Digital Photography
• Late getting into the digital
photography business - forgot that they
were in the memory storage and
storytelling business.
• Forced to play catch up as a result – to
companies that weren’t in the camera
business.
• Will we be in the same boat with
philanthropy? Will your paper appeal
letter become the
one-hour-photo of fundraising?
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5
A Tour of the NC State Annual
Fund Web Site
North Carolina State University
6
3
NC State Annual Fund
• Welcome to the
NC State Annual
Fund Web Site
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7
NC State Annual Fund
• The ACC Challenge
encourages young
alumni to support NC
State in competition
with other ACC
schools.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8
4
NC State Annual Fund
• The Faculty and
Staff Appeal
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9
NC State Annual Fund
• Online Giving
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10
5
NC State Annual Fund
• NC State’s
Phonathon Page
Seeks Donors,
and Callers…
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11
NC State Annual Fund
• Matching Gifts:
Search online for
your company
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12
6
NC State Annual Fund
• The Parents’ Fund
Page Provides
Lots of Info
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13
Questions?
14
7
Other Online
Annual Fund Favorites
15
Kenyon College “Lifetime Email”
• Proactively and
cost-effectively
reminds donors
about the
opportunity to
have their gifts
matched.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16
8
Kenyon College Matching Gifts
• Proactively and
cost-effectively
reminds donors
about the
opportunity to
have their gifts
matched.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17
Hamilton College
• December 31st appeal from
Board chair reiterating class
challenge grant
• Email stewardship includes
a “flash thank you”
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18
9
Wesleyan University
• Uses lots of links to
invite prospects to
learn more about the
Wesleyan Annual Fund
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19
University of North Carolina
• Carolina Bell
Ringers
• 2 years of
consecutive giving
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 20
10
Down-River from Kodak…
• University of Rochester uses its telemarketing
program to introduce donors to an Internet-based
relationship with
alumni
• Helped them
move to web-
based
communications
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21
University of Iowa
• Direct mail encourages
online giving, and uses
codes to track online
giving “inspirations”
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22
11
Dartmouth College
• Class-by-class and
years-of-giving
combined on-line
Honor Roll
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23
Johns Hopkins Video Appeal
• “At Johns
Hopkins, it IS
about rocket
science.”
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24
12
Davidson College
• Interactive-
• Great sound bites
and animation
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25
Duke University’s Email Stewardship
• Duke’s email
newsletter to
donors
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26
13
Kansas State University’s
Telefund Web Site
• Webcam lets
alumni see the
energy of the
phone room
• Many alumni were
callers as students
themselves
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27
Let’s Take Another Poll!
Polling Question #2
• Please Vote
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 28
14
Questions?
29
Relationship Building Via The Web
30
15
Stanford Business School Web Site
The SBSAA Home Page:
Feature News, Lifelong
Learning, Datebook,
Merchandise, Video,
Reunions, and much
more.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 31
Stanford Business School
Class-specific reunion
pages feature
surveys, lists of
attendees, photos,
class notes,
merchandise, contact
info …and reunion
information.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 32
16
Stanford Business School
On-campus
programs, and Web
multimedia content
reinforces the
business school’s
goal of being a life-
long learning
resource, and keeps
alumni in a “front row
seat” for the latest
goings-on, wherever
they may live.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 33
Stanford Business School
A range of services that
facilitate alumni
interaction with each
other – and promote
the Stanford Business
School alumni
community
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34
17
Stanford Business School Email Groups
EMAIL LISTSERV GROUPS By maintaining alumni
listservs, the business
• Class school sustains alumni
• Chapter/Geography affinity and feelings of
• Industry Groups alumni community
– Venture Capital Feeling part of a
– Real Estate “GSB Mafia”
• Careers and Resume Groups
• Business News
• Special Interest
– Wines
– Home Parents
– Humor
– Alumni/Student Networking
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35
Stanford Business School
Students are invited
to use the alumni
pages as a resource,
before they’re even
alumni.
Many will register for
access before they
even leave campus as
graduates.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36
18
Stanford Business School
Their use of the web
site will hopefully
become permanent
after they graduate.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37
Stanford Business School
The Stanford Business
School’s online magazine
is effectively migrating its
alumni population from an
“episodic” paper
experience to an ongoing,
online experience.
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38
19
Lorna Lodholz
Bob Burdenski Questions?
Barbara Daines Shawn Dailey
39
Follow-Up
• A follow-up email will be sent to all site registrants
with Web addresses for the examples shared today
and other online resources. Happy surfing!
• We welcome all of your “leftover” questions. Send
your follow-up email questions by next Wednesday,
November 24th, to the following CASE email address:
annualgiving@case.org
…and we’ll send you our answers!
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40
20
More Great Annual Fund Ideas
Innovations in Annual Giving
10 Departures That Worked
By Robert A. Burdenski
This exciting book profiles annual giving programs that consistently
gain first-time donors, cultivate loyalty, and persuade existing donors
to increase their gifts over time.
Qty. Title Item No. List Price Member Price Total
Innovations in Annual Giving 28187 $55.95 ea. $41.95 ea.
Subtotal
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Council for Advancement and Support of Education
Program Evaluation
This form is electronically tallied. Please mark only one selection for
each question, unless otherwise noted. Do not mark outside the boxes.
High-Speed Success November 18, 2004
The Best and Brightest Online Annual Giving Ideas CAS8796-0
Scale Definition: P - Poor F - Fair G - Good VG - Very Good E - Excellent P F G VG E
1. Overall rating of program..............................................................................................................
2. Similarity of actual program content to advertised content............................................
3. Ease of registration..........................................................................................................................
4. Audio quality of seminar................................................................................................................
Presenter: Overall Effectiveness P F G VG E
5. Knowledge of Subject Matter/Topic
Bob Burdenski ...........................................................................................................................
Lorna Lodholz ...........................................................................................................................
Shawn Dailey ............................................................................................................................
Barbara Daines .........................................................................................................................
6. Presentation Skills (e.g., voice clarity, pacing, etc.)
Bob Burdenski ..........................................................................................................................
Lorna Lodholz ..........................................................................................................................
Shawn Dailey ............................................................................................................................
Barbara Daines .........................................................................................................................
7. Ability to Respond Appropriately to Participants
Bob Burdenski ..........................................................................................................................
Lorna Lodholz ..........................................................................................................................
Shawn Dailey ............................................................................................................................
Barbara Daines .........................................................................................................................
8. How many people listened at your site?
1 2 3 4 5 6-10 11-15 16-20 21+
Y N
9. Would you participate in another virtual seminar?.................................................................................................
10. Did the web component add to the value of the virtual seminar?..................................................................
11. What other topics would you like to see covered in a web-based program such as this? (check all that apply)
Alumni Surveys Campus Website, Portals
Annual Fund in a Campaign Annual Fund Communications
Other: _________________________________
What was your overall impression of the program and the virtual seminar format? Additional Comments?
Name of participant (optional):
8796 PLEASE FAX COMPLETED FORM TO 1-800-472-5138