Multiple Approaches to Stewarding Faculty Endowments

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Multiple Approaches to Stewarding Faculty
Endowments

• Susan deMuth Director, Institutional Donor
  Relations
• Johns Hopkins University sdemuth_at_jhu.edu
  410.516.4551
• Nancy Lubich McKinney Director, Stewardship
• University of California, Berkeley
  nlmckinney_at_berkeley.edu 510.643.7664
• Kirsten Rasmussen Director, Stewardship and
  Donor Communications
• Georgetown University kr258_at_georgetown.edu
  202.687.4369

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Agenda

• Facts and Figures
• Key Moments and Stewardship Activities
• Gift or pledge creating the endowment
• Approval of chair by governing body
• Appointment of chairholder
• Ongoing reporting
• Discussion and Q A
• Best Practices
• Johns Hopkins University Engaging the Hopkins
  Family
• University of California, Berkeley Hewlett
  Challenge Launch
• Georgetown University Chair Inaugurations
• Discussion and Q A
• Close

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Facts and Figures
Number of Faculty Endowments Faculty Endowment Minima
Johns Hopkins University ? 400 named professorships 3.5 Department Chair 2.5 Professor
University of California, Berkeley ? 350 endowed chairs and distinguished professorships 2MM chair 3MM distinguished chair
Georgetown University 140 endowed chairs and professorships 5MM University Chair 3MM Named Chair 2MM Named Distinguished Professorship
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Key Moments and Stewardship ActivitiesGift or
Pledge Creating the Endowment

• Gift agreement
• Ensuring that the donors interests and the
  institutions needs and capabilities are in
  alignment
• Acknowledgement of gift or pledge
• Communicating expectations to donor regarding
  approval and appointment
• Creation of endowed fund
• Understanding of funding requirements

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Key Moments and Stewardship ActivitiesApproval
of Chair by Governing Body

• Johns Hopkins University
• When 75 of funding is in-hand and it is
  determined that remaining funding will be
  received within a reasonable period
• A formal request to establish an endowed fund is
  forwarded to the Treasurers Office
• Individuals are nominated and a formal letter
  sent to the President for review by the Board of
  Trustees.
• University of California, Berkeley
• When 2/3 of funding is in-hand
• Chancellor sends Endowed Chairs book with chair
  profile
• Georgetown University
• Must be fully funded in order to be awarded
• University Chair  Bestowed only by the
  President approved by the Board of Directors
• Named chair Bestowed by dean from the
  respective school as a result of a search
  committee

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Key Moments and Stewardship ActivitiesAppointmen
t of Chairholder

• Johns Hopkins University
• Formal dedication/installation ceremony where the
  endowed chair is formally accepted by the
  President or member of the Board of Trustees
• Reception followed by smaller, formal dinner
• University of California, Berkeley
• Process is different for each school/college
• Dean communicates with donor and arranges for
  introduction
• Georgetown University
• Formal chair inauguration
• Medal presented to donor by President during
  inauguration
• Reception followed by a formal lunch or dinner

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Key Moments and Stewardship ActivitiesOngoing
Reporting

• Faculty-generated versus third-party
• When faculty write the reports, they are more
  engaging and genuine
• When third-parties are responsible for writing
  the reports they are sure to get done
• Stanford University is centralizing reporting as
  part of its Top Donor Stewardship Program
• To address the fact that decentralized
  responsibility has lead to a wide range of
  outcomes for donors
• Reports will be written by a dedicated writer
• Communication from faculty will be a bonus

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Discussion and QA

• How do your stewardship activities differ from
  the ones weve presented?
• How do you track stewardship activities to ensure
  completion and compliance?
• What recent changes have you made to your
  stewardship activities, and what has the response
  been?
• How do you engage faculty in the process?

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Best Practices Johns Hopkins UniversityEngagin
g the Hopkins Family

• 8 years into the project and still no
  professorship!
• the problems, the drawbacks
• Identification of the family members
• ...Is this even a possibility
• Identification of the family leaders
• visible and shadow
• Funding the professorship
• and its recognition
• Ongoing communication
• keeping the family engaged four years later

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Best Practices University of California,
BerkeleyHewlett Challenge Launch

• The Hewlett Challenge
• 110MM challenge match from the William and Flora
  Hewlett Foundation that will fund 100 endowed
  chairs
• 80 1MM 1MM 2MM departmental chairs
• 20 1.5MM 1.5MM 3MM multi-disciplinary
  chairs
• The largest gift/pledge in the campuss history
• A partnership to benefit public higher education
• Leveraging the launchthe stewardship strategy
• Treat donors and lead volunteers as insiders
• Value donors of pre-existing chairs as early
  investors

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Best Practices University of California,
BerkeleyHewlett Challenge Launch

• Integrated marketing communications
• Personalized, advance notice of confidential
  information and invitation to attend announcement
• Donors, lead volunteers, chairholders and other
  chair-eligible faculty
• Campus communications
• Day-of email to faculty and staff inviting them
  to announcement
• Campuss faculty/staff newspaper
• Media strategy
• Media alert regarding announcement and press
  release
• Paid advertising in targeted print and online
  publications
• http//hewlettchallenge.berkeley.edu
• hewlettchallenge_at_berkeley.edu

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Best Practices University of California,
BerkeleyHewlett Challenge Launch

• Mailing to 2,331 addressees in 11 segments
• Messaging
• Importance of endowment support for faculty
• What the Chancellor told the Hewlett Foundation
  board
• Impact on pre-existing chairs
• Recently implemented minima for funding faculty
  endowments
• Identification of funds to which addressees are
  connected
• Formal versus informal salutations and
  Chancellorial signatures
• Special handling of distinguished
  professorships, which will be elevated to
  distinguished chairs
• Hewlett Challenge facts and QA

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Best Practices University of California,
BerkeleyHewlett Challenge Launch

• Stewarding the Hewlett Foundation
• Luncheon following the announcement
• Photobook and video of announcement
• Comprehensive packet of media coverage and paid
  advertising
• Ongoing reporting of progress toward subscribing
  the 100 chairs
• Stewarding Hewlett Challenge participants
• Campuswide standards for stewarding these donors
• Toolkit to use to engage faculty in these
  stewardship activities
• Setting expectations for faculty involvement
• Outcomes

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Best Practices Georgetown UniversityChair
Inaugurations Goals

• Maximizing engagement opportunities
• Principal goals
• Donor Stewardship
• Academic Recognition
• Prospect Cultivation
• Major gift donors/prospects
• Students (new)
• Public Relations (Reinforcing Market Position)

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Best Practices Georgetown UniversityChair
Inaugurations Planning

• Strategic Briefing
• Goal identification
• Target audience(s)
• Donor
• Prospects
• Press/Media
• Community
• Decision-makers
• Academics
• Messaging
• Public celebration
• Private celebration
• Tactics
• Timeline
• Budget
• Partners
• Assessing need for PR consultants

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Best Practices Georgetown UniversityChair
Inaugurations Process

• Program development
• Press release
• Local/national distribution
• Distribution in donors home community (local
  press, other donor affiliations)
• Story pitch to local and national media outlets
• What is the story we want to tell?
• Engaging local, national, international officials
• Protocol
• Identifying other cultivation opportunities
• Packaging the event for additional stewardship
  uses (website, publications, etc.)

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Best Practices Georgetown UniversityChair
Inaugurations Marketing

• Example
• Georgetown markets itself as the only university
• ranked in the top 25 that is uniquely positioned
• in the heart of nations capitol.
• Through chair inaugurations, how can we reinforce
  this messaging by
• Cultivating (educating) other donor prospects
• Strengthening community relationships (a large
  percentage of Georgetowns donor and alumni base
  resides in the DC Metro area)
• Engaging media coverage
• Influencing decision makers (local, national,
  international)

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Best Practices Georgetown UniversityChair
Inaugurations Examples

• 2006 Eleni and Markos Tsakopoulos-Kounalakis
  Chair in Hellenic Studies
• National, international dignitary participation
  (Greek Foreign Minister, Nancy Pelosi, John
  Negroponte, Anthony Kennedy, Clinton letter)
• PR consultant provided by donor
• Involvement of Greek Embassy (also donors)
• Engagement of DC and international Hellenic
  community
• Press Coverage
• Prospect cultivation
• 2007 Clovis and Hala Salaam Maksoud Chair in
  Arab Studies
• Multiple donors
• Timely message delivered by chairimpact of
  womens education in Arab society
• International dignitaries present
• Engagement of DC Arab community
• Prospect cultivation
• Event open to chair holders students
• 2008 Edwin H. Richard and Elisabeth Richard von
  Matsch Professorship in Neurological Disease
• Donor deceased
• Chair inauguration to promote the work of the
  chair holder in discovering new therapeutics to
  treat and cure disease

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• Greek Foreign Minister Dora Bakoyannis at
  Hellenic Chair Inauguration

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Best Practices Georgetown UniversityChair
Inaugurations Summary

• Strategic Brief
• Goal identification
• Audience segments
• Donor
• Press/Media
• Prospects
• Community
• Decision-makers
• Academics
• Messaging
• Partners
• Maximize Engagement Opportunities!

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Discussion and QA

• What is your best practice?
• What are you going to do differently in the
  future as a result of what youve heard today?
• What questions to you have for the talented minds
  assembled in this room?

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Close

• Thank You!