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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
