the office of development and alumni affairs program review february 22, 2007 table of contents...
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The Office of Development and Alumni Affairs
Program Review
February 22, 2007
Table of Contents
Goals & Accomplishments …………………………….2SWOT Analysis ………….……………………………..3Report of Giving………………………………….……..4Tiered Budget Requests………………………………..6FY2008 Proposed Budget……………………………...7
AppendicesOrganizational Chart—Present Time………………….8Organizational Charts—Peer Institutions……………..9Detailed Report of Giving—Annual Fund.……………10Detailed Report of Giving—Events……………………11Public Relations Success Stories 2006………………12
Marketing/ Branding
Press and Public
Relations
Alumni Office & Stockton
Alumni Association
Stockton College
Foundation
Fundraising and
Philanthropy
Office of Development and Alumni
Affairs
2
The Office of Development and Alumni AffairsStrategic Goals
Build the capability of the philanthropic arm of the College by increasing staff capacity, defining roles and strengthening the organizational structure of the Office of Development and Alumni Affairs as well as the College Foundation.
Increase donor confidence in the College’s development and alumni affairs program by developing processes for the donor-sponsored scholarship program and regularizing cultivation and stewardship activities.
Launch a campaign of involvement by significantly increasing the level of contact, knowledge of Stockton College and relationship with donors, prospective donors and alumni.
Make the development and alumni affairs program more integral to the College; begin to align development and alumni affairs priorities to the College’s academic priorities and master plan.
Review the College’s current marketing, advertising and promotional efforts and make recommendations for how to develop brand and how to put in place a comprehensive marketing plan.
Focus fundraising efforts on growing the College Foundation endowment. Raise more than $1 million and surpass last year’s 5.2% growth in donations to the College Foundation.
3
The Office of Development and Alumni AffairsSWOT Analysis
STRENGTHS•Small, dedicated staff•Increased leadership by the Foundation Board of Directors•A growing affinity by alumni•Accelerated growth in profits from and recognition of events•Measurable growth of positive print and broadcast media coverage•Increased donor confidence in Office of Development and in scholarship program•Growth in focus and size of permanent endowment•Experienced leadership and measurable goals in place•Young program with potential for future growth
OPPORTUNITIES•Chance to change communication and collaboration with other departments•Expand outreach and public relations state-wide•Solicit new partners for collaboration and investment in Stockton from the expected development boom in Atlantic City and throughout southern New Jersey•Build a culture of philanthropy through outreach and education•Annual Fund is relatively new with potential to grow as base for major gifts•Further define role of Foundation Board and increase membership•Increase donor awareness for support of College initiatives in addition to scholarships•Integration of the development effort college-wide•Grow our website as a marketing and philanthropic tool
WEAKNESSES•Office identity is unclear on campus •Other departments are not always sharing accurate information on alumni or events with the Office•Some core development policies are not in place currently (gift acceptance, naming, planned giving)•College relies on the Office for diverse activities that can distract from the core mission•Data management processes not yet in place•Flat organizational structure•Resources to communicate with alumni are not sufficient for a 30,000+ constituency•Role of Foundation Board and Alumni Board are still evolving
THREATS•Lack of reputation of New Jersey state colleges and universities•Decentralized marketing and communications structure•Lack of major corporate donors in this area•Expectations for philanthropic growth exceeds resources and staffing•Potential for donor fatigue with the state funding process for higher education •Seasonal and resort community not invested in College year-round
4
The Office of Development and Alumni AffairsReport of Giving as of February 12, 2007
$32,919 $60,821 $57,885
$214,684
$383,598
$539,103
$295,716
$528,489
$483,528
$346,978
$232,270
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
FY2004 FY2005 FY2006 FY2007 YTD
Annual Fund Events (Gross) Program Support
$743,173
$900,045$946,902
$585,871
5
The Office of Development and Alumni AffairsRevised Growth of Foundation Accounts as of June 30, 2007
Total Assets
$1,739,182
$3,227,707
$1,859,203$2,681,573
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
FY2004 FY2005 FY2006 FY2007 YTD
$1,521,765
endowed
$1,602,454
endowed
$2,405,605
endowed
$3,000,000
endowed*
$4,645,123 $5,194,572
$6,424,593*
$4,160,774
Revised June 26, 2007 from Foundation audited statements (copies attached)
*Unaudited Foundation value, taken from Wachovia checking account along with market value of the investments.
6
The Office of Development and Alumni AffairsTiered Budget Requests for FY2008
Office Description Salary & Benefits Non-Salary Total Request
Tier 1 Requests
Alumni Affairs Increase in Alumni Networking Events $0 $20,000 $20,000
Increased Alumni Print Materials $0 $12,500 $12,500
Alumni Magazine (Print & Web) $0 $70,000 $70,000
Development Capital Fundraising Preparation $0 $100,000 $100,000
Increase in Cultivation & Stewardship Activities $0 $25,000 $25,000
Instit. Advancement Initiatives
Branding Effort $0 $150,000 $150,000
Increased College Advertising $0 $50,000 $50,000
Marketing and Communications $100,000 $0 $100,000
Total Tier 1 Requests $527,500
Tier 2 Requests
Instit. Advancement Initiatives
Marketing and Communications Staffing $90,000 $0 $90,000
Total Tier 2 Requests $90,000
Total Requests $617,500
7
The Office of Development and Alumni AffairsProposed FY2008 Budget
FY2007 Budget
FY2008 Budget
Tier 1 % Change
FY2008 Budget
Tier 1+2%
Change
Development
Salary $995,582 $1,095,582 10% $1,185,582 19%
Non-salary $200,000 $325,000 63% $325,000 63%
Alumni Affairs
Non Salary $37,000 $139,500 277% $139,500 277%
Institutional Advancement Initiatives
Non Salary $100,000 $300,000 200% $300,000 200%
TOTAL $1,332,582 $1,860,082 40% $1,950,082 46%
8
The Office of Development and Alumni AffairsOrganizational Chart – The Richard Stockton College of New Jersey
Chief Development Officer & Ex. Dir., College Foundation
Position PendingFoundation Accountant
[vacant]Manager of Events
Manager of Information Systems Planning
Assistant to the Chief Development Officer
Events Assistant (part-time)
Public Relations Officer
Director of Alumni Relations & the Annual Fund
Assistant Director of Alumni Relations & the Annual
Fund
New PositionDirector of Giving
[vacant]
Senior Clerk Typist/Gift Processor
Clerk Typist/Receptionist
Principal Clerk Typist
Foundation Board of Directors
Board of Trustees Development
Committee
Program Assistant
College President
Alumni Association Board
9
The Office of Development and Alumni AffairsOrganizational Chart—Peer Institution
Ramapo College of New Jersey
President Ramapo College
VP, Institutional AdvancementExec. Dir., Foundation
Chairman Foundation
Assoc. VP Institutional Advancement
Exec. Secretarial
Assist.
Assist. VP Institutional Relations Spec.
Projects
Institutional Adv.Comptroller
Donor Relations /Fund Raising Events Dir.
Dir. Major Gifts
Assist. VPComm. & Public
Aff.
Senior Grants Writer
Professional Services Specialist
Coord. Events and Conferences
Events & Scheduling Specialist
Secretarial Assistant
Dir. of Online Comm./Web Admin.
Assist. Web Admin.
Dir. Operations
Secretarial Assist.
Secretarial Assist.
Assist Dir.Alum
Relations
Assoc. Dir.Annual Fund
Dir. of Annual Giving and
Alumni Relations
Sen. Grants Writer
Dir.Prospect Research
Coordinator Special Events
Photographer
Secretarial Assist.
PR Specialist
Dir. Publications
Print Shop Supervisor
Graphic Artist
Printing Machine Operator
Comm. Specialist
10
The Office of Development and Alumni AffairsDetailed Report of Giving – Annual Fund
2005 2006 2007 YTD 2007 Projected
# Donors Donations # Donors Donations # Donors Donations & Pledges
# Donors Donations
Alumni 52 $4,411 369 $20,581 284 $18,766 393 $41,289
Business/ Corporation
8 $364 11 $7,981 6 $2,130 7 $4,000
Faculty/Staff 78 $10,287 95 $13,268 59 $13,192 99 $14,456
Foundation Board/BOT
15 $10,268 16 $10,146 17 $15,600 29 $12,134
Other 65 $7,589 66 $8,845 59 $8,197 96 $13,121
TOTAL 218 $32,919 557 $60,821 425 $57,885 624 $85,000
Alumni, 24%
FD/BOT
7% Fac/Staff
35%
Bus/Corp
4%
Other
30%
Alumni, 66%
FD/BOT3%
Fac/Staff17%
Bus/Corp2%
Other12%
Other14%
Bus/Corp1%
Fac/Staff14%
FD/BOT4%
Alumni, 67%
2007 YTD20062005
11
The Office of Development and Alumni AffairsDetailed Report of Giving – Events
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
FY2005 FY2006 FY2007 YTD
Scholarship Benefit Gala
Gross Expenses Net
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
FY2005 FY2006 FY2007 YTD
Golf Outing
Gross Expenses Net
12
The Office of Development and Alumni AffairsPublic Relations Success Stories - 2006
The Office of Public Relations supports the efforts of Development and Alumni, along with the College as a whole. Last year the Office generated 114 press releases, resulting in over 3,000 print and broadcast
media placements.
Top Stories Covered: • Stockton Becomes National Model in Civic Engagement: Constitution Day and other events receive
widespread coverage. Topics include suburban sprawl, eminent domain, genocide in Darfur, fair trade food items
• Aviation Research Park: Stockton hosts press conference and receives statewide print and broadcast coverage highlighting College’s role in developing facility in conjunction with FAA William Hughes Tech Center, Atlantic City International Airport and Atlantic County. Project is hailed for diversification of regional economy, incubator for new business development and source of research and jobs.
• Stockton a Model for Green Technology in Building Operations and Construction: Aquifer Thermal Energy System (ATES) and “Green technology” built into new F-Wing Expansion project is given statewide attention.
• Comcast Newsmakers: In 1999, the Office of Public Relations secured Stockton as the production site for Southern New Jersey for this 5-minute interview show running on nearly a million Comcast cable subscribers statewide. The office also served as liaison with Comcast in placing nearly 50 administrators, faculty and student guests. Spring Benefit, SRI/ETTC, Development, Teacher Ed, Physical Therapy and Professional training programs at the Carnegie Center all received coverage in this show, at no cost to the College. Purchased TV advertising with similar reach is valued in excess of $250,000.
• Homeland Security Track: Stockton, the first College in the nation to offer such a program as part of Criminal Justice curriculum, received positive region-wide publicity.
• Holocaust Center Activities: Stockton’s Holocaust Resource Center again received national coverage for its innovative programs, including a “high school graduation” ceremony for survivors who never finished formal high school education, but who went on to have successful careers in business and industry, the arts, and the trades.