JULY 25, 2013

Leadership Annual Giving: The Sum of The Parts

Laurie Carlin DavidsonDirector, Northwestern University Leadership Circle (NULC)

I. Introduction and OverviewLaurie Carlin Davidson, Director, NULCAmy George Oldfield, Director, Donor Relations

II. Direct AppealsKarla Del Angel, Assistant Director, NULC

III. Volunteer ManagementDavin Peelle, Associate Director, NULC

IV. Frontline FundraisingNicole Payton, Director, Major Gifts

V. Q&A

AGENDA

Northwestern University Leadership Circle (NULC) Introduction

Why have a leadership annual giving program?o “Bridge the gap” between direct response gifts and major giftso Foster a stronger donor communityo Build the base of the donor pyramid to improve fundraising results

now and in the future

Leadership annual giving at Northwestern University:o Partnerships are the key to our successo Nearly all teams in NU Alumni Relations and Development are

involved:o donor relations, direct appeals, reunions, major gifts,

schools/units, special events, young alumni, alumni relations, marketing/communications, etc.

NULC

NULCDonor Totals, FY06-FY13

5000

6000

7000

8000

9000

10000

11000

FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 Goal

Don

or T

otal

s

Fiscal Years 2006-2013 (Sept 1 to August 31)*FY13 YTD total as of 7/15/13

donors

8,899YTD

7,042

10,000

NULCDollar Totals, FY06-FY13

$20,000,000

$25,000,000

$30,000,000

$35,000,000

$40,000,000

$45,000,000

$50,000,000

$55,000,000

FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 Goal

Dol

lars

Rai

sed

Fiscal Years 2006-2013 (Sept 1 to August 31)*FY13 YTD total as of 7/15/13

dollars

$30.9M

$42.5M YTD

$50M

NULC History

2004 Donor Recognition Task Force created to provide feedback on NU’s giving societies

o Task Force advised creating consistent giving levels across all schools and units

2005 Donor Giving Society Surveyo Donors want an understanding of how their gifts are usedo Donors want “insider” information

2006 Launch of NULCo Presidential letter to announceo First donor dinner in Chicago; receptions in NY and SFo Chicago Regional Council formed

NULC Overview

What is it?

o “Umbrella” for recognition/stewardship across the Universityo Each school/unit maintains a giving society name for

donors who give $1,000 or moreo Giving society levels consistent across all schools &

units

NULC Overview

What Counts?

o Outright gifts anywhere at Northwestern counto Aggregate giving across University counts for benefit levelo Matching gifts counto Pledges, in-kind, life insurance, annuity gifts do not counto Young alumni leadership levels (0-4 yrs; 5-9 yrs)

NULC Benefits

Benefits to Donorso Centralized baseline stewardship for all donors of $1000+

o Regional recognition events (9 per year)o Newsletters (3 per year)o Honor Roll of Donorso President’s Book Club mailing - annual donors of $25K+o Access

Benefits to NUo Increased dollars and donorso Fosters partnership with schools/units as they can build on

planned NULC stewardshipo More donor-centered fundraising environment

NULC Direct Appeals

Annual NULC Mailing Scheduleo Two Stewardship pieceso Four Solicitation pieces

o Sept, Nov, March and Juneo Coordination with Schools/Units – i.e., “Dean’s Letters,”

school challenges

Phonathono Tool for new donor acquisitions, $1k-5k upgrades

Room to fill in “holes” in our calendaro Email: New opportunities, lower cost!o Calendar Year End and Fiscal Year End Lybunt Mailings

NULC Direct Appeals

The All-StarsoStewardship brochure: 14,220 pieces mailed, 4.9% response rate,

$646,132.00 raisedoHonor Roll: 11,317 pieces mailed, 2% response rate, $307,992.00

raised

Exciting new initiativeoRetention Mailing

NULC Direct Appeals

NULC Direct Appeals

NULC Direct Appeals

NULC Direct Appeals

NULC Volunteers

NULC Regional Councils o Formed in Northwestern’s most significant metropolitan areas to conduct peer-to-peer fundraising activities

o Boston, Chicago, Florida, Los Angeles, New York, San Francisco, Washington, D.C.

Regional Council Strategic objectives:oIncrease dollarsoIncrease donors in key citiesoStrengthen regional communitiesoPrepare new group of volunteers for campaign

NULC Volunteers

Regional Council Job Descriptiono Increase awareness of and support for NU by engaging and

soliciting alumni with the capacity to join NU’s giving societieso Make an annual leadership gift of $5,000 or moreo Serve as an ambassador for NU and leadership givingo Solicit 5-10 leadership prospectso Identify potential leadership donors and facilitate

introductionso Attend annual recognition event and 2 business meetings per

year, held locally

NULC Volunteers

Regional Council Memberso Each Council’s membership reflects breadth of NU’s base and

the local communityo Class Year, Degree, School, Affinity, Parent o Industry, Geography, Social Circle, Philanthropic Interest

oQualities of a great Council Member:o Loves NU o Understands the importance of leadership givingo Well-networked with a large or strategic alumni baseo Big name that raises NU’s local visibilityo Bonus: needs stewardship

NULC Frontline Fundraising

NULC frontline officerso Focus on, but not limited to, geographic areas of the Regional Councilso Solicit prospects for annual gifts of $5,000-$24,999 o Discovery/qualification is top priorityo Refer key prospects to staff or volunteerso Close collaboration with central major gifts and schools/units

NULC Role in Regional Strategy

Major Gifts Team structureo Assistant directors

NULC Role in Regional Strategy

o Schools/Units

o Collaborative meetings

NULC Frontline Fundraising

NULC frontline officers come with 35-75 person regional “team”

o Four ways volunteers help build the major gift pipelineo “Not yet” – refer prospect to a volunteer o “Not now” – test leadership ask through volunteero “Undiscovered” – volunteer refers lost prospecto “Unresponsive” – volunteer opens door for staff

NULCSummary

o Leadership annual donors of $1,000 - $99,999 represent a significant portion of our annual fundraising goal

o Direct Appeals materials build NULC brand and boosts donor acquisition

o NULC volunteers represent future campaign/NU volunteer leaders

o Leadership donors represent a healthy pipeline for future major gifts

o NULC gift officers facilitate collaboration

NULC

Questions?

Thank you!