stewardship_to_donors

Document Sample
stewardship_to_donors Powered By Docstoc
					                                                        STEWARDSHIP of DONORS to ILLINOIS STATE UNIVERSITY
                                                                      EXECUTIVE SUMMARY

Whereas development consists of identifying and cultivating prospective donors and asking them for gifts, stewardship deals with those who have already
made gifts.

More specifically, stewardship is a process of engaging with donors with the goals of relationship building, message delivery and trust building.

We work to reach these goals by thanking, recognizing, and providing information to donors regarding how their gifts are being used.

We check our progress towards these goals by measuring the following outcomes:

         Donor gives regularly
         Donor gives to priorities
         Donor gives in usable ways
         Donor gives to capacity
         Donor feels recognized
         Donor agrees to participate
         Donor spreads the message

In other words, well stewarded donors tend to be more involved in positive ways, including giving more frequent and/or larger gifts.

Although stewardship is a process, not a checklist, it can be helpful to have examples of the kinds of stewardship activities that have proven to be successful. A
table follows, explaining the kind of stewardship activities that can be done. We must always keep in mind that this is not a comprehensive checklist, but
instead is a starting point.

In the table, a number of the most important occasions calling for stewardship are listed, along with the reasoning of why they are important. Since
stewardship occurs at many levels, the suggested stewardship activities are broken down into university, college or division, and department or program level
activities. Note that the first gifts and the larger gifts are given more personalized attention. And since it is important to measure the impact of stewardship
activities, some outcome measures are suggested.

More extensive explanations and examples for even more stewardship occasions may be found at: ____ (Web site) __________.

* = active          # = in development              + = future




Draft Stewardship of Donors to Illinois State University—Executive Summary                                     2/2/09                           Page 1 of 9
 Occasion          When           Why                              University Level          College or Division Level     Department or Program Level         Outcome Goals
                                                                   Touch Point               Touch Point                   Touch Point



 first gift        Weekly         (1) Research shows that          Since a donor's           Send handwritten              Send handwritten                    Measure baseline % of first-time
 received from                    accurate and prompt              first gift is generally   acknowledgement for first     acknowledgement for first gift to   donors who also give a gift the
 a donor                          acknowledgement of a             to the Annual             gift to college, or call      department, or call donor.          next year.
                                  donor's first gift greatly       Fund, it is               donor.
                                  increases the likelihood they    important that a                                                                            Measure baseline % of second
                                  will give again to the same      special                                                                                     gifts that are larger than first gifts.
                                  cause.                           acknowledgement
                                                                   of first gifts, and                                                                         Measure baseline % of first-time
                                  (2) Major donors often "test     follow-up letters, be                                                                       donors who attend their next
                                  the waters" with an              sent from there.                                                                            reunion.
                                  introductory gift. If they       Perhaps a note
                                  receive good stewardship,        card with a photo
                                  much larger and more             of their major
                                  frequent gifts are more likely   academic building
                                  to follow.                       could be used. A
                                                                   phone call would
                                  (3) Receipt of a first gift      be equally
                                  offers the opportunity to        appropriate. Tell
                                  send a follow-up letter just     the new donor how
                                  before the next gift cycle,      important private
                                  conveying to the donor a         gifts are to the
                                  message encouraging gifts        University, and tell
                                  of certain types (e.g.           them about gift
                                  unrestricted, scholarship,       societies, Five and
                                  direct deposit, or whatever      Forward, etc.
                                  the University and/or
                                  college priorities are) and      *
                                  mentioning the impact these
                                  types of gifts have.
 donor             Monthly        Donors who give to the           Put insignia after        Send personalized letter      Send personalized letter thanking   Measure baseline % of these
 reaches 5                        University for several years     their name in donor       thanking donor for 5          donor for 5 consecutive years       donors who also give a gift the
 years of                         in a row are likely to           rolls. Send thank         consecutive years of giving   giving to department.               following year.
 consecutive                      continue doing so. We want       you letter to donor       to college.
 giving                           to recognize and celebrate       for each
                                  their loyalty. Besides, it is    successive 5
                                  more economical to retain        consecutive years
                                  current donors that to           of giving.
                                  cultivate new ones.
                                                                   #




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                         2/2/09                               Page 2 of 9
 Occasion          When           Why                              University Level      College or Division Level    Department or Program Level           Outcome Goals
                                                                   Touch Point           Touch Point                  Touch Point



 cash, check,      Monthly        Donors want to receive           Send receipts         In consultation with         In consultation with development      Measure baseline % of donors of
 or gift-in-kind   (letters),     notice in a timely fashion       stating amount        development director, call   director, call or send thank you      cash gifts who also give a gift the
 gift received     Annually       that their gifts have been       and designation of    or send thank you letters    letters for gifts to department or    next year.
                   (receipts)     received and designated for      gift(s) and           for gifts to college,        program, personalizing whenever
                                  the stated purpose. They         thanking donor.       personalizing whenever       possible for gifts of $100 and        If donors give gifts-in-kind,
                                  also appreciate being                                  possible for gifts of $100   above.                                measure baseline % of those gifts
                                  thanked. Also, we have a         *                     and above.                                                         that are actually used, and
                                  legal obligation to provide a                                                                                             measure baseline % of gift-in-
                                  gift receipt for tax purposes.                                                                                            kind donors also give a cash gift
                                                                                                                                                            in that year or the next.

                                                                                                                                                            Measure baseline % of donors
                                                                                                                                                            who increase the size of their gift
                                                                                                                                                            in the following year by at least
                                                                                                                                                            2% more than the inflation rate.

                                                                                                                                                            Measure baseline % of donors
                                                                                                                                                            who give to an additional area
                                                                                                                                                            that year or the next.
 $5000 + gift      Monthly        Major donors especially          Send                  In consultation with         In consultation with development      Measure baseline % of those who
 received                         appreciate knowing their         personalized          development director, call   director, call or send personalized   give $5000+ in a year and also
                                  gifts are important to the       stewardship           or send personalized thank   thank you letters for gifts to        give a gift the next year.
                                  University and being             letters from Vice     you letters for gifts to     department.
                                  recognized in a                  President for gifts   college.
                                  personalized way.                of $5000-$9,999,
                                                                   and from the
                                                                   President for gifts
                                                                   of $10,000 and
                                                                   above.

                                                                   *
 pledge of         Monthly        Donors who make major            Send personalized     In consultation with         In consultation with development      Measure baseline % of donors
 $5000 +                          pledges appreciate               acknowledgement       development director, send   director, send personalized           who fulfill their pledges.
 received                         acknowledgements when            letter from Vice      personalized                 acknowledgement for major
                                  the pledge is made, even if      President Ashby for   acknowledgement for          pledges to department.                When a donor's pledge is fulfilled,
                                  the first payment will not be    pledges of $5000-     major pledges to college.                                          measure baseline % of these
                                  made until later. Receiving      $10,000, and from                                                                        donors continue to give the
                                                                   President Bowman
                                  an acknowledgement has                                                                                                    following year.
                                                                   for pledges of
                                  been proven to increase the
                                                                   $10,000 and
                                  fulfillment rate on pledges.     above. #




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                    2/2/09                                Page 3 of 9
 Occasion          When           Why                              University Level        College or Division Level    Department or Program Level        Outcome Goals
                                                                   Touch Point             Touch Point                  Touch Point



 deferred gift     Monthly,       (1) When a donor makes a         For deferred gifts      In consultation with         In consultation with development   If deferred gift is accompanied by
 intention         then           deferred gift, it generally      over $5000, send        development director:        director: Continue to engage       a cash gift, family members
 documented        ongoing        involves a large sum, and it     personalized            Continue to engage donor     donor and family as appropriate    and/or friends also give to the
                                  represents a considerable        stewardship letter      and family as appropriate    on an ongoing basis through        purpose stated in the planned
                                  commitment to the                from Vice President     on an ongoing basis          communications, events, etc.       gift.
                                  University. Therefore the        or President. Also      through communications,
                                                                   send personalized
                                  donor deserves special                                   events, etc.                 Consider using donor story in      Measure baseline % of donors of
                                                                   letter from
                                  recognition.                                                                          departmental newsletter.           planned gifts who give these gifts
                                                                   Stewardship
                                                                   Director. *             Consider using donor story                                      without anonymity restrictions.
                                  (2) Deferred gifts are often                             in college newsletter.
                                  the donor's ultimate gift, and   Engage donor on
                                  their cash gifts may be          an ongoing basis
                                  reduced or eliminated after      through
                                  their deferred gift is           communications
                                  arranged. They therefore         (such as a deferred
                                  can fall outside the system.     gift newsletter),
                                  It is important to keep them     events, etc. */+
                                  engaged and appreciated.
                                                                   Consider using
                                  (3) Family members also          donor story in
                                  should be engaged as             Annual Report,
                                                                   Alumni Magazine,
                                  appropriate, to recognize
                                                                   e-News, and/or UA
                                  the indirect part they play in
                                                                   Web site. *
                                  the gift by sharing part of
                                  their possible inheritance.      Make personal
                                                                   visit. *

                                                                   Verify the fund
                                                                   contact / next of kin
                                                                   annually. Send
                                                                   endowment report
                                                                   (modified format if
                                                                   cash not yet
                                                                   received to endow
                                                                   fund) annually. *

                                                                   List in Heritage
                                                                   Society and/or
                                                                   Legacy Society in
                                                                   Annual Report and
                                                                   on donor wall if gift
                                                                   qualifies. *




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                      2/2/09                             Page 4 of 9
 Occasion          When           Why                               University Level     College or Division Level      Department or Program Level       Outcome Goals
                                                                    Touch Point          Touch Point                    Touch Point



 donor's giving    Monthly        (1) Donors generally do not       Market the gift      Recognize donor by listing     Recognize donor by listing gift   Of those who receive gift society
 qualifies                        move to giving at the             societies            gift society on their          society on their nametag at all   recognition for the first time:
 him/her/them                     recognition society level by      distinctly. #        nametag at all events.         events.
 for                              accident. They have certain                                                                                             Measure baseline % who
 recognition in                   expectations of the                                    [COE: In consultation with                                       continue to give at President's
                                                                    Hold combined
 a certain gift                   treatment they will receive                            development director, send                                       Circle level each year,
                                                                    donor events to
 society for the                  for their qualifying gift. In                          letter from COE when a
                                                                    encourage "cross-
 first time                       order to encourage them to                             donor is recognized in                                           Measure baseline % who achieve
                                                                    hybridization." *
                                  continue giving and qualify                            Legacy Society for the first                                     recognition in a second gift
                                  for recognition in additional                          time.]                                                           society within 5 years,
                                  societies, it is important that   Send letter and
                                  we recognize them                 token gift when                                                                       Measure baseline % who attend
                                  appropriately and distinctly      donor is first                                                                        at least one donor recognition
                                  as they qualify for each          recognized in                                                                         event in the following year,
                                  society.                          each society. #
                                                                                                                                                          Measure baseline % who do not
                                  (2) Gifts to donors can                                                                                                 put anonymity restrictions on their
                                                                    Engage donor as
                                  create tax implications and                                                                                             giving, and
                                                                    long as they are
                                  cause donors to think their
                                                                    recognized in that
                                  gifts are being used                                                                                                    Measure baseline % who agree
                                                                    society, through
                                  inappropriately, so we must                                                                                             to identify and help solicit other
                                                                    communications,
                                  be careful to plan rewards                                                                                              potential donors in the next
                                                                    events, etc. *
                                  accordingly.                                                                                                            comprehensive campaign.

                                                                    List donor's name
                                                                    in gift society in
                                                                    Foundation
                                                                    Annual Report
                                                                    and on Donor
                                                                    Wall as long as
                                                                    they are
                                                                    recognized in that
                                                                    society. *

                                                                    Recognize donor
                                                                    by listing gift
                                                                    society on their
                                                                    nametag at all
                                                                    events. *




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                      2/2/09                            Page 5 of 9
 Occasion          When           Why                              University Level      College or Division Level      Department or Program Level          Outcome Goals
                                                                   Touch Point           Touch Point                    Touch Point



 major donor       Weekly         When a donor demonstrates        List donors in        In consultation with           In consultation with development     Measure baseline % of major
 (or major                        their interest in the            event program         development director: List     director: List donors in event       donor prospects who attend a
 donor                            University by taking the time    and list their gift   donors in event program        program and list their gift          donor recognition event are
 prospect)                        to attend a campus event,        recognition           and list their gift            recognition society on their         contacted by a Development
 attends an                       we want to recognize them        society on their      recognition society on their   nametag.                             Director and give a gift within 6
 event                            as a donor, prolong their        nametag.              nametag.                                                            months of the event, and
                                  excitement, reinforce the        Introduce them if                                    Consider seating major donor /
                                  message of the event, and        appropriate. +        Consider seating major         major prospect guests with           Measure baseline % who agree
                                  let the donor know we                                  donor / major prospect         President, Vice President, Dean,     to or offer to help solicit another
                                  noticed their presence so        Consider seating      guests with President, Vice    and/or development director at       major donor within a year of the
                                  they will feel a part of the     major donor /         President, Dean, and/or        the event.                           event.
                                  family and engage more           major prospect        development director at the
                                  closely with the University      guests with           event.                         Introduce donors during the
                                  by attending more events in      President, Vice                                      program if appropriate.
                                  the future.                      President, Dean,      Introduce donors during
                                                                   and/or                the program if appropriate.    Send follow-up letter or e-mail to
                                                                   development                                          donors who attend departmental
                                                                   director at the       Send follow-up letter or e-    events, thanking them for their
                                                                   event. *              mail to donors who attend      presence, enclosing a souvenir
                                                                                         college events, thanking       photo or directing them to a photo
                                                                   Send follow-up        them for their presence,       Web site, reinforcing the event's
                                                                   letter or e-mail to   enclosing a souvenir photo     message, providing a contact,
                                                                   donors who attend     or directing them to a         requesting feedback, and pointing
                                                                   University or         photo Web site, reinforcing    them to the next event.
                                                                   Foundation            the event's message,
                                                                   events, thanking      providing a contact,           Send a brief note to departmental
                                                                   them for their        requesting feedback, and       donors who you know attended a
                                                                   presence,             pointing them to the next      University, College, or
                                                                   enclosing a           event.                         Foundation event.
                                                                   souvenir photo or
                                                                   directing them to a   Send a brief note to
                                                                   photo Web site,       college donors who you
                                                                   reinforcing the       know attended a
                                                                   event's message,      University or Foundation
                                                                   providing a           event.
                                                                   contact,
                                                                   requesting
                                                                   feedback, and
                                                                   pointing them to
                                                                   the next event. *




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                      2/2/09                                Page 6 of 9
STEWARDING ENDOWED GIFTS

 Why: Endowed gifts represent a unique opportunity to thank and engage donors, and to demonstrate the impact of the gift--through communications from and about recipients of the
 scholarship or internship, or the professor appointed to the chair or professorship; though communications during the building or renovation project and through a special event to celebrate
 the completion of the project; or through communications about the lectures as they are scheduled,




 Occasion          When           University Level Touch Point          College or Division Level Touch         Department or Program Level             Outcome Goals
                                                                        Point                                   Touch Point



 endowed           Annually,      Inform donor through endowment        In consultation with development        In consultation with development        Measure baseline % of endowed
 scholarship or    or once        report about their scholarship or     director: Arrange for college           director: Arrange for departmental      scholarships received that are
 internship gift   each           internship fund and the students      scholarship recipient to send a thank   scholarship recipient to send a         recruiting scholarships.
 received          semester       who receive it, delivering the        you note to donor.                      thank you note to donor. Invite
                                  report in person whenever                                                     recipients, parents, honoree, donor,    Measure baseline % of endowed
                                  possible, especially in the first     Invite recipients, honoree, parents,    and donor's family to scholarship       scholarship and internship donors
                                  year. *                               donor, and donor's family to            award ceremony.                         who also give a cash gift that year so
                                                                        scholarship award ceremony.                                                     the first scholarship can be awarded
                                  When the recipient graduates,                                                 Send donor a souvenir photo of          even before a distribution is made to
                                  write letters to recipients and       Send donor a souvenir photo of them     them with their recipient at the        expendable, and
                                  their parents, or invite them to a    with their recipient at the ceremony.   ceremony.
                                  scholarship recipient reception or                                                                                    Measure baseline % who thank their
                                  luncheon on graduation                Notify donor when recipient             Notify donor when recipient             college, department, and/or
                                  weekend, and encourage them to        graduates, perhaps even sending the     graduates, perhaps even sending         development director for the attention
                                  give back. +                          recipient's resume or a mock            the recipient's resume or a mock        they have received.
                                                                        diploma.                                diploma.
                                  Consider using donor story in                                                                                         Measure baseline % of endowed
                                  Annual Report, Alumni                 List scholarships and their donors in   List scholarships and their donors in   scholarship and internship donors
                                  Magazine, e-News, and/or UA           college publications, e.g. alumni       departmental publications, e.g.         (who are still living) who attend at
                                  Web site. *                           newsletters, application packets,       alumni newsletters, application         least one award ceremony every five
                                                                        orientation materials, event            packets, orientation materials, event   years.
                                  Notify donor and honoree when         programs, Web site, etc.                programs, Web site, etc.
                                  recipient graduates. +                                                                                                Measure baseline % of endowed
                                                                        Consider using donor story in college   Consider using donor story in           scholarship and internship recipients
                                                                        newsletter.                             departmental newsletter.                who give to the Annual Fund within 5
                                                                                                                                                        years of graduation.




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                     2/2/09                               Page 7 of 9
 Occasion          When           University Level Touch Point          College or Division Level Touch           Department or Program Level               Outcome Goals
                                                                        Point                                     Touch Point



 endowed           As-needed      Send updates to donor on              In consultation with development          In consultation with development          Measure baseline % of endowed
 capital gift      basis          progress of construction. *           director: Involve donor in facility       director: Involve donor in facility       capital gift donors who agree to a
 received                                                               planning process as appropriate.          planning process as appropriate.          public dedication,
                                  Offer insider tours as project
                                  moves forward. Install naming         Occasionally invite donor and             Occasionally invite donor and             Measure baseline % who provide
                                  plaques. *                            honoree to events in the facility after   honoree to events in the facility after   names of friends and relatives to
                                                                        construction is completed.                construction is completed.                invite to the public event.
                                  Announce gift and dedication
                                  ceremony to media (press              Send a video showing the facility         Send a video showing the facility         Measure baseline % who thank their
                                  release for gifts of $100,000+;       being used and featuring thank you        being used and featuring thank you        college, department, and/or
                                  press conference for gifts of         messages from the users.                  messages from the users.                  development director for the attention
                                  $500,000). *                                                                                                              they have received.
                                                                        Consider using donor story in college     Consider using donor story in
                                  Hold dedication ceremony to           newsletter.                               departmental newsletter.
                                  recognize the donors, also
                                  inviting honoree, family
                                  members, architects and
                                  contractors, VIPs, and neighbors.
                                  *

                                  Consider using donor story in
                                  Annual Report, Alumni
                                  Magazine, e-News, and/or UA
                                  Web site. *




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                       2/2/09                                 Page 8 of 9
 Occasion          When           University Level Touch Point            College or Division Level Touch         Department or Program Level             Outcome Goals
                                                                          Point                                   Touch Point

 endowed           As-needed      Send updates to naming donors           In consultation with development        In consultation with development        Measure baseline % of professorship
 chair,            basis          regarding University level              director: Send updates to naming        director: Send updates to naming        or chair, or lectureship, donors who
 professorship,                   endowed chair or professorship          donors regarding college level          donors regarding departmental level     agree to a public installation or public
 or lectureship                   faculty search or lectureship           endowed chair or professorship          endowed chair or professorship          lecture.
 gift received                    inaugural speaker choice. *             faculty search or lectureship           faculty search or lectureship
                                                                          inaugural speaker choice.               inaugural speaker choice.               Measure baseline % who provide
                                  Hold lecture to recognize the                                                                                           names of friends and relatives to
                                  naming donors and honorees,             Hold annual lecture to recognize the    Hold annual lecture to recognize the    invite to the public event.
                                  also inviting their family              naming donors and honoree, also         naming donors and honoree, also
                                  members, all other donors, and          inviting their family members, all      inviting their family members, all      Measure baseline % who thank their
                                  VIPs. *                                 other donors, and VIPs.                 other donors, and VIPs.                 college, department, and/or
                                                                                                                                                          development director for the attention
                                  Provide for a podcast of the            Provide for a podcast of the lecture    Provide for a podcast of the lecture    they have received.
                                  lecture on the University Web           on the college Web site.                on the departmental Web site.
                                  site. +
                                                                          Invite donors to all future lectures.   Invite donors to all future lectures.
                                  Announce gift and installation to       Consider using donor story in college
                                  media (press release for gifts of       newsletter.                             Consider using donor story in
                                  $100,000+; press conference for                                                 departmental newsletter.
                                  gifts of $500,000). *                   [For endowed chair, possibly present
                                                                          naming donors with a University         [For endowed chair, possibly
                                  Invite donors to all future             chair.]                                 present naming donors with a
                                  lectures. +                                                                     University chair.]

                                  For endowed chair, possibly
                                  present naming donors with a
                                  University chair. +

                                  Consider using all endowed
                                  chair/professorship/lectureship
                                  donor stories (whether
                                  University, college, or
                                  departmental level) in Annual
                                  Report, Alumni Magazine, e-
                                  News, and/or UA Web site. *

                                  Inform donor through endowment report
                                  about their endowed fund and the
                                  faculty/speakers who receive it */+




Draft Stewardship of Donors to Illinois State University—Executive Summary                                                        2/2/09                               Page 9 of 9

				
DOCUMENT INFO
Categories:
Tags:
Stats:
views:4
posted:3/6/2012
language:English
pages:9