Communications Overview S U Donor Recognition Plan

Communications Overview— S. U. Donor Recognition Plan

Donor recognition plan objectives Ø Achieve a REAL shift from benefit-based “clubs” to donor-centric “relationships”—substantive contact intentionally escalates (from “low” to “high touch”) Ø Achieve a simpler structure * o Primary donors: - annual giving group ($1, 000+ yr. ) - cumulative giving group ($100, 000+) o Planned giving Ø Benefits of simpler structure: o easier to grasp & appreciate externally o easier to manage & execute internally * NOTE: those who demonstrate consecutive giving and faculty/staff giving fall under these categories

Overview of objectives (cont. ) ØOverall, move away from overtly promoting/publishing donor groups’ differences and levels: * the nuances of relationship management will be main difference donors experience (“low-touch” vs. “high touch”) * distinctions will also be achieved by slight variations in how we communicate with each group (verbiage, access to web features, etc. ) ØTRANSITION: Introduce/position the shift as benefit to donor base: * new name to better reflect essence & impact of your gifts * new, more meaningful ways to thank, recognize, and engage you * ‘best of’ the old folded into the new (i. e. : benefits)

Key messages of rollout > Donor group ‘names’ should pay a compliment to the donor & be suggestive of its positive impact on the institution: ex: Benefactor vs. 1870 Society, Society of Fellows, etc. annual giving cumulative giving planned giving Benefactors Visionaries Pathfinders > A single graphic ‘look’ (to be developed) will unify, yet ever-so-slightly distinguish, our three donor groups. This look will be: * more reflective of donor’s relationship to SU * more consistent with the core SU brand

Message matrix Message 1 Message 2 Message 3 New members—not currently part of any club Converted members of old society/ies to new No longer qualify for clubs WELCOME! MODIFIED WELCOME! • “Upsell” to philosophy of giving importance, impact—and recognition You are a Benefactor— the University could not be where it is today without you unwavering support • Include info on new recognition societies IMPACT AND RECOGNITION… Add transition language—old to new • Direct them to solution for athletic preference—recognize affinity with athletics —we want you to be “taken care of” in the best way

Welcome SOF to Benefactors • For both hi and lo level Benefactors… reverse thinking from what you get, to how you’re treated…it’s the “touch” that changes • Every gift makes an immediate difference • As sof members you understand the importance of giving and have had significant impact already…. Your gift has made possible – give examples • As a group you are exceptional – in 2006 you contributed $xxx – funding over % in scholarships, program support and… For all this, we thank you • Now as Benefactors… and to recognize your unwavering support, we welcome you to a group without which the University could not be the place it is today. • As Benefactors you’ll receive the ‘best of’ the old folded into the new… Old friends, new name… etc. • Take personal satisfaction in the impact you have -- review the enclosed and learn more about our commitment to you Or log in at [site name TBD] • For any questions, concierge services for campus events, and more information contact our benefactor hot line, 800 -xxxx

Annual Giving “Benefactors” Internal category 1 $ 1, 000+ yr Low touch Feed in from FFS pool Typified by: > Mass mailed appeals > Tele-prospecting > Large-audience events Annual Giving “Benefactors” Internal category 2 $10, 000+ yr High touch Typified by: > Assigned relationship manager > Personalized mailings > Personalized phone contacts > Exclusive events Over time, donor cultivation moves from ‘low-’ to ‘high touch’— propelling gifts from small to large. Note: PG prospects may reside in either group and receive ongoing PG messages.

1 2 3 Appeals & solicitations Welcome Ongoing contact Within each donor pool, contact moves from (1) solicitation, to (2) welcome, to (3) ongoing relationship maintenance…

Annual Giving “Benefactors” 1 Individualized appeals used w/ Gift Officers Mass appeals & solicitations • Brochure • Tailored cover letter • Reply device 2 3 Internal cat. 2 $10, 000+ yr Internal cat. 1 $ 1, 000+ yr Mass-mailed welcome kit • Brochure • Tailored cover letter • Reply device Welcome kit with higher production value • SU premium • Welcome cover letter • Access to concierge service • Save-the-date for Chancellor’s Tailgate • Save-the-date for high-level event More frequent contact & increased quality Ongoing mass contact • Calendar • Scholarship in Action e-newsletter • “State of the University” DVD • Invite to 1 event: - Chancellor’s Tailgate • Calendar • Scholarship in Action e-newsletter • “State of the University” DVD • Invites to 2 events: - Chancellor’s Tailgate - TBD CONSECUTIVE giving recognized within these categories. Set milestone years.

Rollout timeline February 2007 Begin development of graphic identity and welcome materials March 2007 Rollout plan to School/College unit DO’s • Brief program structure, purpose of change, rollout plan, etc • Brief transition plan for currently qualifying SOF members. • ID specific donors for mail groups, special handling, etc. Coordinate project w/ mail house April 2007 • Obtain new 1 -800 number for Concierge Services • Finalize donor communications letters/support materials • Re-brief DO’s on rollout May 2007 BEGIN EXTERNAL ROLLOUT • DO’s personally introduce upcoming change to select donors • Q&A and revamp info posted to website “toolkit” for DO use July 1, 2007 NEW PROGRAMS IN PLACE • Materials done • Welcome kits released