BEST PRACTICES Fundraising for Higher Education Sustaining Gifts
Set a clear and realistic monetary goal Link fundraising to new initiatives for the year Build a leadership corps of visible advocates, including governing board members Begin with leadership setting the example Utilize peer-to-peer solicitation Use “phonathon”, e-mail and social media to make requests Build “giving societies” that compel recurring gifts, especially at $1,000 Don’t forget to ask Recognize all donors through an annual report with donor listings and giving societies
Capital Gifts
Set a clear goal that is directly linked to specific project(s) and/or program(s) Link fundraising to the institution’s multi-year strategic plan—provide a compelling case for where the institution is going Build a leadership corps that includes governing board members Build a campaign network of volunteers for peer-to-peer solicitation Delay the public announcement of the campaign until all leadership has participated (typically achievement of 40% to 60% of goal) Maintain some visible tracking for campaign progress—website, periodic newsletter, etc. Publish an end-of-campaign report that lists all donors Provide on-site donor recognition for capital projects (permanent plaque, donor wall or inscribed brick walkway, etc.)
Planned Gifts
Set at least annual goals for planned giving, if not multi-year goals in context of a “comprehensive campaign” Link giving to long-term vitality of the institution through permanent resources Build a leadership corps that represents the constituency of the institution Tie request to donor’s Sustaining Gift patterns Use estate planning techniques to full advantage for both donor and institution (win-win) Publish an estate-planning newsletter with giving techniques and donor stories Establish a lifetime giving recognition program/society
