lhi webinar best prac phil comm
TRANSCRIPT
Best Practices inPhilanthropic Communications
Sara SternAugust 4, 2011
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Why campaign?
Brand basics
Linking the campaign brand with the institutional brand
Getting started
Making the case—connecting with donor interests
Process & channels
10 creative principles
Case study & examples
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Today’s
Agenda
Why campaign?
Giving makesyou stronger
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The job of the campaign
• Build understanding and connection
• Create excitement about your institution
• Create a timeframe and sense of urgency
• Build capacity
• Focus fundraising on specific, high‐priority objectives
• Launch new initiatives (and/or construct new facilities)
• (Or, define your present activities in compelling ways)
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The job of the campaign
• …and, oh yeah, raise money
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Are campaigns still relevant?
Mid-2008 through early 2010• Campaign activity went underground• Planning continued to move forward
36 American universities in public $1B+ campaigns• Majority public institutions• $1.25B+ raised in Q2 2010
Donor confidence stabilizing
Institutional need still present—particularly in regard to public institutions in challenged states
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Understanding
For universities, alumni views often “stuck in amber”
• Haven’t really absorbed the evolution of the institution since their graduation
Annual donors and prospects frequently focused on specific projects rather than institutional scope, potential
Faculty or program staff prone to seeing unit rather than institutional interests
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Ultimately, the campaign helps organize and promulgate institutional vision—and future impact.
• Campaign offers singular opportunity to reach out to alumni/ae, grateful patients, friends, and prospects
• Goes beyond “business as usual”
• Focuses energy, highlights potential
• Acts as a rallying cry for the converts
• Presents a “reason to believe” to the disaffected
Excitement
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Brand basics
Brands exist in the mind
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Competitive Analysis
InternalPerceptions
ExternalPerceptions
Core Institutional
Vision
Reasons to Believe
BRAND
Key brand inputs
But a great brand lives in the mind and captures the heart
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Published by CASE in March 2010
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A brand is not…
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• …a logo
• …a tagline
• …an ad
• …a viewbook
• …an uncontrollable Presidential impulse
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The famous swoosh
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“Just Do It”...personified
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“Just Do It”…amplified
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“Just Do It”…taken much too far
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Basic definition
Brand is the promise of an experience.
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Beyond the basics
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Every strong brand is a hero in someone’s narrative • Volvo protects my family. • Red Cross helps me in a disaster.• Disneyland is fun for all.
How is your brand a hero? • In whose narrative?• What impact do you have on the lives of audience?
Faculty/Physicians? Staff? Alumni? Patients? Donors?• What is different about your offer?
How does your brand become a valued “badge” of affiliation?
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Brands in higher ed
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A compilation of factors• Personal experience (as student)• For alumni, brand “stuck in amber”• Leader as symbol of character, quality• History—age, size, endowment• “Consumer” experience: athletic teams, performances, physical
presence, alumni interaction, etc.• Third-party endorsements: rankings, testimonials• Community visibility, engagement• Media presence—earned and advertising• Branded collateral—licensed goods
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Brands in healthcare
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A compilation of factors• Personal experience (as patient or parent)• Leader as symbol of character, quality• Research breakthroughs• History of firsts, bests, and “onlies”• Customer experience: ease of appointments, wait time, nursing,
and way-finding • Physical environment, built for healing?• Third-party endorsements: rankings, testimonials• Community visibility, engagement• Media presence—earned and advertising
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Positioning
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Successful brand positioning…• Differentiates in terms that matter • Speaks to diverse constituents• Clarifies value proposition• Casts institution in heroic role• Creates brand ambassadors• Provides stakeholders a reason to strengthen affiliation
Most important: It makes a promise that you can keep
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“Don’t let your mouth
write no checks your a** can’t cash.” —Bo Diddley
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Bo knows…
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PledgeThe sustaining
beliefs and values that motivate us
Competitive PositioningA clear understanding of where we stand relative to other
organizations and to our audience’s knowledge and expectations
BIG IDEAThe essence of
the brand
ProofThe verifiable assets and attributes that
enable us to claim that positioning
PersonalityThe face we
show the world
PayoffThe reward that our stakeholders
derive from affiliation
Competitive PositioningThe fundamental focus of the organization
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BrandPlatform
Linking the campaign brandto the institutional brand
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Campaign character
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Clear understanding of stakeholder e.q.• Innovative vs. sentimental• Giving back vs. giving forward• Institutional vs. personal• Emotional vs. logical• Hot vs. cool
Campaign linked to goals and vision• Brand rewards/personality linked to institutional character
Scalability and sustainability
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Campaign brand
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The campaign exists to make the organization better• Campaign identity must link/synchronize
with institutional identity• Campaign goals must advance institutional
strategic plan
The campaign, though, is not the institution• Campaign: special time, special opportunity
Campaign identity must start to link institutional goals with donor interests
Getting started
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Getting started
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Work with fundraising counsel• Review feasibility study• Pay particular attention to donor/prospect positioning and
messaging issues
Work with institutional leadership• What are the campaign goals?• Why these goals?• How will achievement of these goals enable the institution
to fulfill its mission?• How will the institution be transformed by
a successful campaign?
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Getting started…
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Establish context
• What have others done?
• What are competitors doing?
• What did you do last time?
Making the case—connecting with donor interests
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Making the case
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Why this institution?•What hold do we have on donor’s hearts and minds? What role do we play in helping solve a problem that matters to the donor? What have we done in the past that proves our ability to deliver on the promise we make?
Why these projects?•How do these campaign objectives link to the institutional vision and plan? How do these objectives link to donor benefit and interests? How does each objective offer a specific benefit? How do these objectives, taken together, add up to an exciting and believable future for the institution?
Why now?•What forces create an urgent need to meet campaign objectives? •Why is this campaign important now?
Process & channels
Prospect Understands Institution
Campaign Marketing Continuum
•Reputation management•Website•Social media•Public relations
•Stewardship materials•Board/committee engagement•Website
•Social media•Website•Annual fund materials
•Solicitation/cultivationmaterials•Campaign brochure•Campaign video•Social media•Website
Marketing channels across the donor experience
Awareness Familiarity Action Membe
r Engaged Advocate Evangelist
Inquiry or Annual Fund
Significant Donor
ExtensivelyInvolved
Cultivation &Solicitation
CampaignDriver
From awareness to evangelism
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Channels and tactics across the campaign continuum
PRE-QUIET/QUIET
Public
ADVANCEMENT PUBLIC
Case Development
Campaign Brand Assets
Reputation Management
Digital Community Engagement (Social Media)
Identity System & Guidelines
Collateral Materials
Solicitation/Cultivation Materials
Campaign Brochure
Digital Community Engagement (Social Media)
Global Launch
Mass Solicitation
Campaign Website
Digital Community Engagement (Social Media)
Campaign Video
Campaign Content Across All Channels
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Campaign communications must:
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• Define the emotional drivers your audiences share
• Generate excitement and sense of momentum
• Portray gifts as transformational
• Increase the confidence of campaign volunteer leaders
• Show the campaign is not “business as usual”
10 creative principles
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1: Keep it Simple
Duke University, North Carolina
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2a: Make it Concrete
University of Akron
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Adler Planetarium
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2b: Make it Concrete
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3: Express the True You
Sewanee: University of the South
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4: Make them Care
Jerusalem International YMCA
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5: Make it Surprising
University of Wisconsin–Milwaukee
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6a: Tell Stories
Trinity University
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Rush University Medical Center
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6b: Tell Stories
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7a: Get a Personality
Baltimore Museum of Art
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Chicago Symphony Orchestra
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7b: Get a Personality
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8a: Make it Urgent
Young Epidemiology Scholarship Competition
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United Methodist Church Imagine No Malaria initiative
8b: Make it Urgent
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9: Infuse it with Energy
Baltimore Museum of Art
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10: Stage it
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Denison University
A letter?
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Examples
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Stanford’s road show
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Sustaining Engagement
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Websites referenced
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http://giving.utexas.edu/why-give/your-gifts-at-work/http://thehumanfactor.mit.edu/http://campaign.berkeley.edu/photobooth/) http://www.seattlechildrens.org/storyproject/ http://www.giving.umich.edu/gift/http://stanfordalumni.org/leadingmatters/portland/
Copyright 2011
Thank you.