Lhi webinar best prac phil comm

Best Practices inPhilanthropic Communications

Sara SternAugust 4, 2011

Lipman Hearne | Development Dialogues

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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


Today’s

Agenda

Why campaign?

Giving makesyou stronger

Lipman Hearne | Development Dialogues 4

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)


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


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


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


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…


• …a logo

• …a tagline

• …an ad

• …a viewbook

• …an uncontrollable Presidential impulse

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The famous swoosh


“Just Do It”...personified


“Just Do It”…amplified


“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


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


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


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


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


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

Lipman Hearne

BrandPlatform

Linking the campaign brandto the institutional brand

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Campaign character


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


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


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…


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


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


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


Global Launch

Mass Solicitation

Campaign Website


Campaign Video

Campaign Content Across All Channels


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Campaign communications must:


• 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

Lipman Hearne | Development

Dialogues


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



Rush University Medical Center

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6b: Tell Stories

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7a: Get a Personality

Baltimore Museum of Art



Chicago Symphony Orchestra

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7b: Get a Personality

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8a: Make it Urgent

Young Epidemiology Scholarship Competition



United Methodist Church Imagine No Malaria initiative

8b: Make it Urgent

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9: Infuse it with Energy

Baltimore Museum of Art


10: Stage it

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Denison University

A letter?


Examples


http://giving.utexas.edu/why-give/your-gifts-at-work/


http://thehumanfactor.mit.edu/

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http://thehumanfactor.mit.edu/students


http://campaign.berkeley.edu/photobooth/


http://seattlechildrens.org/storyproject/


http://giving.umich.edu/gift/

Stanford’s road show


Sustaining Engagement


http://stanfordalumni.org/leadingmatters/portland/

Websites referenced


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/

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/

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