Constructing a Marketing Plan for Matching Gifts

Michael WestfallMichael Westfall

Vice President for University AdvancementVice President for University Advancement

Eastern Washington UniversityEastern Washington University

May 27, 2010May 27, 2010

Background & Bias

• Thank You to Our Sponsors

• Direct Annual Giving Experience• Michigan State University

• Virginia Tech

• University of Toronto

• Perspective• Consulting

• Web Property of www.SupportingAdvancement.com

• MG Potential

• Data

• Awareness

• Form Distribution & Retrieval

• Leveraging Leadership Giving

• Key Marketing Take-Aways

Challenges & Opportunities

Potential

• Why do bank robbers rob banks?

• 10% Plus of Your Annual Fund Gifts

• 20% Plus of Your Business & Engineering

• Over 16,500 Matching Gift Programs & $1,000,000,000

Potential: Justification Example

Matching Gift PotentialExample: $ 5,000,000

% MG Revenue

1% $ 50,000

5% $ 250,000

8% $ 400,000

10% $ 500,000

12% $ 600,000

15% $ 750,000

“Need to Know” Items

• Annual MG Statistics *

• By College/Division MG Statistics *

• Data Integrity Statistics

Telefund Strategies

• Ask for Employment Information!

• We Get What We Measure

• Upload MG Database if Automated

Data

Direct Mail Strategies

• Gift Card

• Surveys

Luggage Tag Program

• Inserts in all Direct Mail *

• www.LaminationStation.com *

• Stewardship Component

Data

General Strategies

• Alumni Directory Survey

• Business Card Collection @ Events

• Advertising

• Web Site Update Form

• Work with Career Services

• Screening Services (hep’s EmployerFind)

Data

• Power of the PS

• “Double or triple the impact of your gift at no additional cost. Please check with your employer to see if your gift can be matched through a company matching gift program.”

• “Did You Know” Post Cards

• Advertising

• Newsletters, Website, Alumni Magazine

Awareness Tools: In-House

• Post-Its

• Gift Plus Brochures

• Advertising

• E-Match Donor Link

• Gift Plus Online

Awareness Tools: Vendor Provided

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

Awareness Tools: Post-Its

General Strategies

• On-Line Links

• Your Top 10

• Reminder Mailings

Forms, Forms, Forms

General Strategies

• Leveraging Major Gifts

• Giving Society Credit?

• In-House Campaigns

• Know Your Top Ten

• Identify Internal Advocates

• Leverage Relationship

Leadership Giving

• Data is the Foundation of All We Do

• Take Advantage of Your “Free” Medium Channels

• Focus on Your Top MG Companies & MG Colleges/Schools

• Leveraging Major Gifts

• Use Every…

Marketing Take-Aways

Michael Westfall

mjwestfall@SupportingAdvancement.com

Poll Questions & Additional Questions