leatherstocking aea: fundraising focus from fund development and marketing partnership

The Partnership Between Fundraising and Marketing

Paul J. AdamoVice President for College Advancement, SUNY Oneonta and Executive

Director of the College At Oneonta Foundation

(607) 436-2535adamopj@oneonta.edu

April 20, 2011

The Mission• Examine Your Mission Statement.• Do Others Understand it?• Can Charitable Giving Support It?• Are Your Policies All Related to It?

The Mission of the State University College at Oneonta Foundation is to raise and administer gifts and grants to enhance the academic status of the College through endowment, scholarships and institutional programs.

SUNY College at Oneonta unites excellence in teaching, scholarship, civic engagement, and stewardship to create a student-centered learning community.

The Donor Cycle and Dependency on Marketing

Awareness

Interest

Involvement

Solicitation

Recognition

Why? Why now? Why me?

Yes, I will make the gift you asked for. How do we get started?

• Why is (Name of Your Organization) worthy of receiving gifts and grants?

The Four P’s of MarketingProduct

Placement

Price

Promotion

The Four D’s of Donors

Loyal Donors

New Donors

Lapsed Donors

Never Donors

The SUNY Oneonta Alumni Prospect Base

• Define Your Donors

• Develop Your Strategies

Generations of Donors & Fundraising Strategies

• Silent Generation Age 65+ Give out of Loyalty, Respond to Authority, Respond to Direct

Mail, Do not Respond well to Phone• Boomers Ages 46-64

Give to Create Change, Respond to Emotion, Respond to Mail and Phone

• Gen X Ages 30-45 Cluster giving around Causes, Respond to Cell Phones, On-line and Social Media

• Gen Y Ages 18-29Focus on Community, Similar to Gen X except value money

differently (i.e. $100 is $10 to Boomers)

Leadership

Every Board Member, Every Year

Volunteer Committees

Staff