YouTube videos: Educating your donors and communicating your fundraising message

Hope College, located in Holland, Michigan, has recently launched a viral campaign of YouTube videos directed toward educating viewers on a wide range of university-related topics. One of these videos explains, in approximately two and a half minutes, endowed student scholarships at Hope College.

In the brief, but comprehensive video, a number of key fund raising tactics are employed. First, the video begins with a mural of student pictures, putting a face to those who benefit from endowed scholarships. Second, the basic financial aid model is explained in a simplified form, shedding light on the percentage of students who receive some sort of aid and the average amount of money students receive each year. Third, the opportunities available to students as a result of donor support as well as a complete breakdown of the allocation of donor funding are given.

Once this information is communicated, the stage is set to present a goal and to solicit support for the future – which is exactly the strategic approach taken in the video. The goal is to increase the endowment by $140 million, with $50,000 designated for student scholarships. The video continues to explain the amount raised and the total number of endowed scholarships to date – 623. The last major piece to any fund raising strategy, stewardship, closes the video with a formal “Thank You.”

In an interactive age, disseminating information in a short, easy to watch, entertaining way will surely reach a wider audience and be more effective at communicating the message. Many athletic departments publish brochures or attempt to explain the process illustrated above in written form on their website, a more traditional approach. The innovative and creative example shown here by Hope College sets the bar for future donor communication.

To view the Hope College Endowed Scholarships video, click here

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Matt Kirinovic

Bison Club launches annual calling program

The Bucknell Bison Club began their annual student-athlete and coaches’ Call-Athon Program earlier this month. The program is designed to systematically reach Bucknell alumni with help from the individuals they most directly support – the student-athletes and coaches. Each student-athlete is asked to devote two hours of their time per day, three days a week over a three-month period. The primary goal of the program is to either thank those who have made a gift to the Bison Club or varsity sports program during the fiscal year or to solicit support from those who have not yet made a gift.

There is significant value in using student-athletes and coaches in development efforts. In most cases, a thank you phone call from a student-athlete is more significant for a donor because the student-athlete can personally reflect on their opportunities and experiences made possible by the donor’s support. In turn, this phone call gives the donor an opportunity to engage the student-athlete or coach and ask questions about their team or the Bucknell Athletic Department. This unique interaction will bode well for long-term cultivation and increase the donor’s propensity to give.

Bucknell’s Call-Athon Program is not necessarily an innovative or novel idea, but it is consistent and systematic. It signifies one last strong push for donations as the fiscal year comes to an end (June 30). The success of this type of program is highly contingent on the “buy-in” the Bison Club establishes with coaches and athletes. The clear guidelines and expectations in the program make this seamless for Bucknell and will help ensure the program’s long term viability.

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Matt Kirinovic

Winston-Salem State re-introduces Red and White Club

Winston-Salem State Athletics have brought back the Red and White Fund as the primary fundraiser for Rams student-athletes. WSSU re-introduced the club after the athletics department replaced it with the AMON Booster Club. However, newly appointed Director of Athletics William “Bill” Hayes brought the program back when he returned to WSSU on January 1, 2010.

As part of the re-introduction, WSSU has announced the creation of the 1000 HORN$ program. The 1000 HORN$ program is the main annual giving initiative towards the Red and White Fund goal of $1 million a year for the athletics programs. The 1000 HORN$ is the idea to get 1,000 people to give $1,000 a year to reach the $1 million goal.

WSSU recent announcement is a unique move for an athletic fund. It shows the strategic changes that can be brought about by an administrative change. The 1000 HORN$ program is a clear means to meet the new organization’s goals. Very few departments state explicitly that they are trying to raise $1 million from 1,000 donors. But by branding the initiative, Winston-Salem State increases the probable success of the program.

Sean Phifer

Signing Day events take center stage

UCF Athletics

National Signing Day took place on Wednesday, February 3^rd, marking the first day high school seniors could sign a National Letter of Intent to participate in collegiate athletics. In recent years, this event has become somewhat of a national holiday for college football fans. As a result of the excitement surrounding Signing Day, athletic departments nationwide hosted Signing Day parties to harness the buzz generated by fans.

The University of Central Florida’s Signing Day Party, a popular annual event, was open to the public for the first time this year at UCF Arena. An appearance by head football coach George O’Leary highlighted the evening, as he officially announced the 2010 recruiting class. Performances by cheerleaders, a silent auction, and free food and beverage all contributed to the spirited environment.

The Golden Knights Club, the official fundraising arm of UCF Athletics, also leveraged the excitement in a distinctive way. A pre-event social was held for Bronze-level donors ($1,000) or higher prior to the beginning of the public festivities.

Development personnel need to recognize the unique opportunity Signing Day presents the department. The promise of future players taking the program to new heights has the ability to excite an entire sports community. On this day there are no losses, only optimism.

With a number of non-development related groups (i.e. LSU Tiger Gridiron Club) currently hosting their own celebrations on Signing Day, more schools need to follow the example set by programs such as UCF and focus this special excitement toward one athletic department sanctioned event.

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Matt Kirinovic

SMU launches priority points system amid football success

Southern Methodist University Athletics is using the success of its first bowl game victory since 1983 to fuel its transition to a priority points system for Ford Stadium. The priority points system will determine ticketing and parking for all Mustang home games. SMU is using the transition to reward its loyal fan base that has stuck by the program over the past two decades.

Ford Field, which opened in 2000, is still considered a top of the line stadium for a school SMU’s size. SMU is making the move based on feedback from its donor base and research about its peer institutions. The priority seating aspect of the program only applies to one side of the Ford Field horseshoe. Donation levels for seating and parking is between $150-$10,000. Points for the program can be gained in a variety of ways including giving to the Mustang Club or Lettermen’s Association, purchasing season tickets and attending games, and volunteering in the annual fund drive.

Priority points represent a great way to increase giving amongst a donor base. It does come with some negative feedback from donors that have grown used to the old plan, but it is an effective tool for rewarding those individuals that have rewarded the department over the years. SMU picked a great time to start its program after a successful football season that recharged its fan base.

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Sean Phifer

Reseating program aids schools, excites donors

Click on the picture for Seton Hall's interactive seating diagram

The University of Indiana has recently joined the growing number of schools who have chosen to utilize Ballena Technologies for their donor reseating and ticket sales processes. The Ballena program, which works with the university’s existing ticketing system, allows its users to access virtual seat previews, compare seat prices, and pick their seats all from the comforts of their own home. During an otherwise time-consuming reseating process, the university can now rely on this technology to distribute seats among their donors based on priority points in a real-time  and simple computer based program.

Of course, Indiana is not the only university taking advantage of this technology. Seton Hall is using Ballena for their seating diagrams that show ticket prices and donation requirements for their entire basketball arena. This gives Seton Hall fans the opportunity to calculate their own totals for basketball tickets without having to contact members of the athletics department.

ADF has posted previously on basketball reseating methods with suggestions for a hands-on and  on-site selection process along with others which are primarily priority point driven. The correct way to handle a donor reseating effort will depend largely on the university, but a department looking for online interactivity should follow the examples set by Indiana and Seton Hall.

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Rob Norris

Deacon Club plays role in charitable auction

Wake Forest University

Bidding began last week for a one-of-a-kind portrait of the late Wake Forest basketball coach Skip Prosser. The Deacon Club, the fundraising arm of the Wake Forest University Athletic Department, is playing a key role in the auction that will benefit the Wake Forest Literacy Program, founded in honor of Coach Prosser.

All proceeds from the auction will go to support the second year of the program, which was uniquely designed to promote reading among Winston-Salem area students. The driving force behind the program was Prosser’s reputation for being an avid reader and always stressing the importance of reading to his student-athletes. In its first year, the program proved to be very successful, involving over 4,000 fourth grade students from area schools. The top 20 students in the program were recognized at halftime of The Skip Prosser Classic on January 3^rd.

The Deacon Club has communicated two key messages to the university community and Demon Deacon Athletics’ fans and boosters. First, the Deacon Club operates with an active, service-oriented approach to fundraising. Secondly, they are flexible in their ability to raise money in a number of different capacities, using their established platforms, relationships, and fundraising expertise to benefit charity. In both cases, the Deacon Club proves their reach goes far beyond offsetting annual athletic department expenses.

Bidding on the painting continues until January 28^th, and fans can participate by going to WakeForestSports.com and clicking on the auction box.

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Matt Kirinovic

Miami of Ohio integrates press releases with online giving

Throughout the nation on a daily basis, athletics annual funds will issue a press release to promote events, games, and key donors. However, many of these releases are just that, simple informational articles that describe their purpose. While this by itself is fine, Miami of Ohio has started to integrate them into their online giving strategy.

Recently, the Red & White Club (the annual giving arm of Miami) released a statement about a barbecue luncheon held on January 13. In the release, they talk about their upcoming event the key coaches who will be attending the event. However, at the very beginning of their press release, there is a linked graphic that states, “Make a Gift.”

If a user clicks on this link, they are taken directly to the foundation page for athletics, allowing the user to make a donation in just a few clicks. By doing this, anyone who views the article will be able to make a gift in a manner similar to ordering a pair of shoes online-by inputting their information and clicking submit.

While placing this tab on all press releases may portray the department as a little desperate, a well timed press release that details an annual fund or development activity can serve as the perfect medium for reminding or encouraging people to give. The efficiencies that can be realized from online giving will not only help raise funds, but also free up hours for staffers to work on other items.

Taylor Wood

TCU Baseball Leverages Celebrity Appearance at Annual Banquet

The Texas Christian University Baseball team will host its 7^th annual First Pitch Banquet on Friday, February 5^th. Current ESPN analyst and former Texas Ranger and New York Mets manager Bobby Valentine will make a guest appearance at the event along with the members of the 2010 TCU baseball team.

The First Pitch Banquet includes a silent auction and reception dinner to benefit the TCU baseball program. The cost of registration is $100 per seat, with all support being used to offset scholarship, equipment, and travel aide expenses. The banquet serves as the signature event for the baseball team each year.

The majority of athletic departments allocate a large portion of their annual donations to supporting the general scholarship fund, offsetting yearly scholarship costs for all varsity sports. The TCU baseball team illustrates how individual teams can also contribute to raising money for their program. The First Pitch Banquet is a great example of using an event to cultivate, solicit, and steward avid baseball supporters, as well as strengthen fans’ relationships with the coaching staff and players. Additionally, leveraging relationships with celebrities like Bobby Valentine will help create an unforgettable experience for all who attend the event. This unique, targeted approach will continue to pay dividends for both the baseball team and the athletic department.

by Matt Kirinovic

Give membership to an annual fund this Holiday Season

by Georgia Sports Communications

The University of Georgia Bulldog Club has joined the spirit of the season, promoting the ability to purchase a membership as a gift for someone. The gift counts just like a normal membership, meaning that the receiver is entitled to all the benefits of a member of the Bulldog Club and charitable contributor to the William C. Hartman Jr. Fund.

A gift like this has the ability to impact Georgia Athletics, while also providing a great entry way for the receiver into the Bulldog Club. Once they receive their membership, they will receive all the Bulldog Club publications, updates, and benefits at the level they have been gifted. Essentially, this is a “free” trial which will get their foot in the door with the Club.

The holidays are a good time to promote this type of donation as many people are slow to purchase gifts and often wonder what to get a certain person. This is a gift that will not only help Georgia Student-Athletes, but provide the Bulldog Club with interested prospects who can have a “trial” year and be engaged next year.