Photo by Sam Kittner Board of Trustees Advancement Update Matt Kupec, Vice Chancellor September 23, 2009
Marketing Update September 23, 2009
Objectives Introduce a value proposition that conveys the University s contributions to the state Demonstrate that value proposition through real stories Communicate a brand of statewide engagement that is distinctive to the University 3
Message UNC-Chapel Hill is helping to lead North Carolina into the future An excellent education that equips tomorrow s leaders, innovators and knowledge workers for success Discoveries and innovations that are key to our future Scholarship that addresses current problems and creates new opportunities Focus areas: health care, economic development, K-12 education, energy and environment, social issues 4
Tactics New print ads and television spots will take advantage of free and discounted opportunities Campaign Web site will give audiences a way to learn more and can expand to include additional stories Television airs on October 22 nd, print ads are already running in football programs and Web site will launch on October 5 th 5
Approach Tested with internal and external audiences One Carolina person can ignite a ripple effect of change across our state Return on investment: quantify the state s investment in UNC-Chapel Hill Cross-section of real stories about faculty, alumni and students 6
Print ad: Dr. Sharon Harrell 7
Print ad: Dr. Hans Paerl 8
TV: Pharen Bowman As part of the Carolina College Advising Corps, recent Carolina grad Pharen Bowman counsels at-risk high-school students in North Carolina to pursue a college education. She is just one of the 19 advisors who work in 40 schools across North Carolina. 9
TV: Dr. Howard McLeod Through individualized therapy research, Dr. McLeod is helping doctors prescribe the right dose of treatment based on gene makeup and helping patients fight cancer more effectively right from the start. 10
TV: Kenan-Flagler STAR Program UNC Kenan-Flagler students are working with Mitchell County to expand local businesses in tight economic times. 11
Microsite 12
Microsite 13
Why redesign? The Web is a primary channel for reaching our audiences (3.9 million unique visitors every month) Use the Web to tell our story in a more compelling way Reinforce Carolina s position as a leading university Connect with our many audiences, including prospective students, current students, alumni, donors and internal 14
Process Phase One Phase Two Phase Three Stakeholder interviews User interviews User survey Focus groups Content audit Competitive review Information architecture Card sort testing Features Creative approach Wireframes and functional design Usability testing Visual design and testing Content development 15
Objectives Reflect brand personality: preeminence minus the pretension Impart a sense of our culture Balance functionality and narrative Convey distinction 16
Before 17
After 18
Homepage 19
Arts 20
Interactive tour 21
Web kit 22
FY 08-09 Highlights $290.4 million secured in new gifts and commitments $271 million cash raised $82 million for Carolina s Endowment 21 new endowed professorships 53 new scholarship funds 33 new fellowship funds
300 250 UNC Annual Cash Flow Gifts received vs. Cost of Fund raising Fiscal Years 1987 2009 Carolina First (1999 2007) $245.3 $250.1 $300.9 Second Best Ever $271.0 200 $181.3 $201.5 $192.0 Millions 150 100 Bicentennial Campaign (1989 1995) $83.0 $93.3 $94.5 $106.2 $133.3 $151.5 $166.8 $161.3 $166.3 50 $50.87 $39.8 $49.2 $55.2 $53.5 $59.9 $63.8 0 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 = Gifts received = State Match payments received = Expenses 24
Commitments By Year New Business Avg $ / Month FY 2000 $227,236,547 $18.9 FY 2001 $315,830,438 $26.3 FY 2002 $280,118,898 $23.3 FY 2003 $213,601,560 $17.8 FY 2004 $236,350,784 $19.7 FY 2005 $244,845,421 $20.4 FY 2006 $287,231,294 $23.9 FY 2007 $363,598,093 $30.3 FY 2008 $291,473,062 $24.3 FY 2009 $290,400,824 $24.2 Avg. $23.4
Top 30 Institutions: Total Private Support 2001 2008 Impact of Carolina First Campaign 2001 2002 2003 2004 2005 2006 2007 2008 1 Harvard USC Harvard Harvard Stanford Stanford Stanford Stanford 2 Stanford Harvard Stanford Stanford Wisconsin Harvard Harvard Harvard 3 Columbia Stanford Pennsylvania Cornell Harvard Yale USC Columbia 4 Johns Hopkins Cornell Arkansas Pennsylvania Pennsylvania Pennsylvania Johns Hopkins Yale 5 Yale Johns Hopkins Cornell USC Cornell Cornell Columbia Penn 6 Cornell Penn State Johns Hopkins Johns Hopkins Columbia USC Cornell UCLA 7 Emory Wisconsin UCLA Columbia USC Johns Hopkins Pennsylvania Johns Hopkins 8 Indiana Columbia U Washington MIT Johns Hopkins Columbia Yale Wisconsin 9 Wisconsin UCLA Texas Yale Indiana Duke Duke Cornell 10 Penn State Duke Duke UCLA UCSF Wisconsin UCLA USC 11 USC NYU USC Wisconsin Yale UCLA MIT Indiana 12 USCF UVa Wisconsin Duke UCLA U Washington Chicago NYU 13 Duke Yale Columbia Texas Duke NYU Wisconsin Duke 14 UCLA Minnesota Indiana Indiana Minnesota Minnesota U Washington UCSF 15 U Washington U Washington Minnesota Minnesota U Washington Northwestern Michigan Michigan 16 Minnesota UC-Berkeley Princeton NYU Michigan Michigan Minnesota MIT 17 Michigan MIT UCSF UCSF NYU Indiana NYU Minnesota 18 UC-Berkeley Illinois UVa Michigan MIT UC-Berkeley UVa U Washington 19 Ohio State UCSF Yale Ohio State Ohio State Chicago Indiana UNC 20 MIT Vanderbilt NYU U Washington UC-Berkeley UNC UCSF UC-Berkeley 21 UVa Michigan St. Ohio State UNC Purdue MIT UNC Texas 22 Case Western Indiana MIT UC-Berkeley Chicago UVa UC-Berkeley UVa 23 Texas Chicago UC-Berkeley Notre Dame UNC Ohio State Princeton Notre Dame 24 Princeton Northwestern Arizona Illinois UVa Princeton Texas Chicago 25 NYU Penn State Michigan UVa Princeton Tufts Ohio State Ohio State 26 Northwestern UNC Northwestern Purdue Brown UCSF Purdue Princeton 27 Penn State Princeton Florida Chicago Cal Tech UC-San Diego Notre Dame Northwestern 28 Chicago Michigan Penn State Penn State Northwestern Illinois Northwestern Florida 29 Michigan St. Purdue UNC NCSU Illinois Notre Dame Illinois Texas A&M 30 UNC Texas Illinois Northwestern Texas Texas Cal Tech Tufts >$300M $200 M $300 M >$200M Publics: 15th 12th 16th 10th 11th 8th 9th 8th
ACC FY 2009 Fund-raising Results School FY 09 % FY 09 Approx. $ Georgia Tech -6.0% $110M UNC -8.0% $271M Maryland -13.0% $107M Virginia Tech -13.1% $78M Virginia -13.5% $248M Clemson -14.2% $53M Wake Forest -15.0% $62M NC State -15.0% $89M Miami -20.0% $160M Duke -20.0% $308M
$40 $35 $30 $25 $20 $15 $10 $5 $0 Billion-Dollar Campaigns At 22 Universities (Carolina is not in a campaign) Millions RPI Brandeis Tufts Syracuse Dartmth Pitts Maryland VA Tech Tenn Missouri Vandrblt Princeton Brown Indiana VA Florida Cornell N. Dame Illinois UNC Penn Columbia < $10M $ Commitments/Month in FY09 July 08 June 09 > $20M $10M - $20M
Guiding Principles Stay the course and not retrench Development in These Very Tough Economic Times Work closely with top volunteers and board members. New initiatives to grow the pipeline. Focus efforts on renewing gifts from current donors. Focus on Expendable vs. Endowment gifts. Double the activity level. Look for planned giving opportunities. Continue to invest in the development operation.
Keep Activity Level Strong Development Activity 2003 2009 10000 9000 8000 Total Development Activity FY 2002 2008 7000 6000 5000 Cultivation Solicitation Stewardship 4000 3000 2000 1000 0 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09
Celebrating Carolina s Diversity Expanding the Tradition of Giving at Carolina September 23, 2009 Jackie Pierce Major Gift Officer Ronda J. Manuel Annual Fund Officer
The Changing Landscape 2050
The Changing Landscape
We Don t Collect the Data
We re waiting to see what Carolina does.
Leading Again
Who are our Tar Heels?
FY08 and FY09 Alumni Donors 1,600 1,400 1,200 1,000 800 600 400 200 0 Section divider here FY08 FY09
Engagement Strategies Events Volunteer Opportunities Target mailings E Communications
Development at Carolina A great development team. Despite the challenging economic conditions, we have considerable fund-raising momentum post-campaign. We must maintain activity level and look for opportunities to present solicitations. Impact, impact, impact.