Using Challenges to Motivate Donors Georgina Angones, University of Miami School of Law Emily Mullin, Northwestern Pritzker School of Law
Examples from University of Miami School of Law Georgina A. Angones Assistant Dean, Advancement
Momentum 2 Campaign The Chaplin Challenge Direct Mail & E-mail Solicitations sent from Momentum2 Campaign Committee & School of Law Dean s Office
The Chaplin Challenge Impact Scholarships Established with Help From The Chaplin Challenge Berger/Loevner Family Endowed Scholarship Eileen G. Breier Scholarship Linda Dakis, J.D. 74, Memorial Scholarship Devang Desai Law Scholarship Gaebe, Mullen, Antonelli & DiMatteo Endowed Scholarship Greenstein Family Scholarship Judith Hyman Scholarship Richard L. Lapidus Endowed Memorial Scholarship Judge Maxine Cohen Lando Endowed Memorial Scholarship Law Alumni Association Board of Directors Scholarship Ellen and Andres Leinoff Endowed Scholarship Martin J. Nash Memorial Scholarship Patricia Redmond Scholarship Ronkin Family Scholarship Lewis Tein Scholarship Weil Gotshal & Manges LLP Endowed Scholarship Joseph Weinberger Endowed Scholarship
Madness in March Campaign Web & Social Media Outreach
School of Law # 1 in Donor Participation Highest Overall Increase Rate Madness in March Campaign Direct Mail & E-mail Solicitation & Results
Young Alumni Brick Campaign E-mail and Social Media
Veteran s Rights Campaign
Examples from Northwestern Law Emily Mullin, Director, Law School Fund
Clinic Crowdfunding Challenge In an effort to help the Clinic increase the number of annual donors, an anonymous alumnus will make a gift of $10,000 if 30 donors make a gift to the Bluhm Legal Clinic in one week. Internal goal: 30 new/reactivated donors Impact Goal was reached within hours of launching the campaign We launched a stretch goal of 50 donors on the third day 70 donors raised over $10,000 when all said and done 10
Communication Strategy: Silent Phase Donors, Four Emails, Social Media, Crowdfunding Site 11
Leadership Gift Challenge Anyone who was not a member of the Wigmore Club in Fiscal Year 2013 who makes a $1,000+ gift to any Law School Fund allocation will have their gift matched by John Donor. The match is good for up to $1,000 of each Wigmore-level donation. Impact 115 new or reactivated Wigmore-level donations were made to Law School Fund accounts between Dec 16 - May 16 8% of donors were first time donors to the Law School 9% of donors were long-lapsed (6 years= since last gift) donors to the Law School 8% made a second gift in FY14 to get to the Wigmore level 12
Communication Strategy: Four Emails, Direct Mail, Face to Face Asks on Visits, Second Asks, Peer Solicitations 13
Upgrade Challenge An alumnus and university trustee challenges fellow alumni to double their previous gift to the Law School. Up to $100,000 worth of doubled gifts to the Law School Fund, in the range of $200- $5,000, are eligible to be matched. Impact Goal was reached more than six weeks ahead of schedule 110 Donors responded to the Challenge by doubling their previous gifts. For 42 donors, their Challenge gift was their largest contribution to date. 14
Communication Strategy: Direct Mail, Remit Devise specific asks, Email, Face to Face asks on visits 15
Participation Challenge If the Law School can bring in 500 donors between June and August, we will secure $100,000 from an anonymous donor. The Road Trip Challenge selected geographic regions and assigned a day for alumni to compete against other regions for the highest participation. Impact 690 donors stepped up to the Challenge! We drew attention to alumni in various geographic areas Created several marketing opportunities for Law School Fund 16
Communication Strategy: Messaging in Law Reporter, Email, Direct Mail, Website, Club Volunteers
Lessons Learned False Deadlines are critical-people tend to wait until the last minute Preferable to have a known matching donor Keep it simple! Don t over complicate the challenge parameters Okay to keep asking even when goal is met Go in for the second ask when appropriate Share the impact! Let them know their gift counted!
Questions?