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Feb. 22, 2022

State of Capital Campaigns: Internet Giving & Micro-Philanthropy

State of Capital Campaigns: Internet Giving & Micro-Philanthropy

Ever since the internet lowered barriers for fundraising, getting the attention of donors has gotten increasingly harder.

Many colleges and universities have responded by making their capital campaigns bigger. However, our guest, Steve Brady, Vice President for Institutional Advancement at Rose-Hulman Institute of Technology, believes they should get smaller.

In this episode, he explains why higher ed institutions should turn to “mini campaigns” and how to get started.

We discuss:

- The state of capital campaigns

- How the internet has changed fundraising

- The benefits of mini campaigns

- Finding small opportunities to thank donors

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

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The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.919 --> 00:00:07.190 You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.230 --> 00:00:11.910 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.949 --> 00:00:16.230 recruitment, don't have relations, marketing trends, new technologies and so much more. 4 00:00:16.989 --> 00:00:20.230 If you are looking for conversations centered around where the industry is going, 5 00:00:20.750 --> 00:00:29.179 this podcast is for you. Let's get into the show. Welcome to the 6 00:00:29.219 --> 00:00:32.820 High Ed Marketer podcast. I'm troy singer and, as always, I'm here 7 00:00:32.899 --> 00:00:37.570 with my cohost and mini golf caddie, Bart Taylor, where each week we 8 00:00:37.689 --> 00:00:42.450 do our best to interview hired marketers that we admire for the benefit and hopefully, 9 00:00:42.490 --> 00:00:46.929 the betterment of the entire Higher Ed Marketing Community. Bart, today we 10 00:00:47.049 --> 00:00:51.119 get to talk to Steve Rady, who is the vice president of institutional advancement 11 00:00:51.200 --> 00:00:56.000 at the Rose Wholm and Institute of Technology, and we are talking to him 12 00:00:56.039 --> 00:01:00.479 about the future of capital campaigns for small and midsize universities. Yeah, it's 13 00:01:00.759 --> 00:01:06.829 a great conversation and, in all transparency, Steve is a client, former 14 00:01:06.870 --> 00:01:10.189 client, of Kaylor solutions. We worked on the two hundred fifty million dollar 15 00:01:10.629 --> 00:01:14.430 capital campaign with him and he'll talk a little bit more about that during the 16 00:01:14.510 --> 00:01:17.310 show, but I really like a lot of what Steve Talks about kind of 17 00:01:17.349 --> 00:01:19.379 the future of where, you know, where things are shifting, where, 18 00:01:19.379 --> 00:01:23.459 instead of going two hundred fifty million dollars every ten years, there's, you 19 00:01:23.540 --> 00:01:26.180 know, and and don't you know, don't Tun now, right now, 20 00:01:26.219 --> 00:01:30.540 because those are big numbers for your school. You know, just take off 21 00:01:30.579 --> 00:01:33.849 a couple Zeros and think about it from you know, a twenty five million 22 00:01:33.890 --> 00:01:37.090 dollar campaign. But instead of doing that you're kind of doing little, many 23 00:01:37.129 --> 00:01:40.370 chunks that, instead of waiting for ten years, you're doing in three or 24 00:01:40.409 --> 00:01:44.409 four years. So I like his his philosophy on on this and I think 25 00:01:44.489 --> 00:01:47.920 that you pay attention to it, there's a lot of really good nuggets in 26 00:01:47.959 --> 00:01:51.599 there for Higher Ed marketers. He's very articulate and very passionate about what he 27 00:01:51.640 --> 00:01:55.840 does and I think it's a great episode and very interesting to listen to and 28 00:01:56.040 --> 00:02:01.390 to speak with. And here is Steve Brady from rose holeman. Today we 29 00:02:01.510 --> 00:02:07.230 get to talk to Steve Brady of rose holeman in Tara Hoot, Indiana, 30 00:02:07.829 --> 00:02:12.229 and before we get into our conversation about capital campaigns, would love to hear 31 00:02:12.469 --> 00:02:16.780 from Steve a little bit about rose holeman and your role there. Thanks, 32 00:02:16.819 --> 00:02:21.979 joy and Barker, having me on. So I've been I've been at Rose 33 00:02:22.060 --> 00:02:25.300 Holman for just going on six years now and I'm the vice president of institutional 34 00:02:25.340 --> 00:02:30.090 advancement. So my rolling compass is naturally all things alumni relations and fundraising. 35 00:02:30.770 --> 00:02:37.129 And Rose Holeman, for those you who don't know, is a small engineering 36 00:02:37.250 --> 00:02:42.289 focused stem only school that is primarily undergraduate and Tara Hoot Indiana. We are 37 00:02:42.370 --> 00:02:46.360 about two thou give or take, undergraduate students, focusing, like I said, 38 00:02:46.439 --> 00:02:50.400 only on engineering, math and science majors. We've been around since one 39 00:02:50.400 --> 00:02:53.120 thousand eight hundred and seventy four, started as rose polytechnic and then in the 40 00:02:53.319 --> 00:02:59.750 early s transition into rose holman. We have in ranked by US WHO's in 41 00:02:59.830 --> 00:03:05.830 world report as the number one undergraduate engineering under Focus School for the last twenty 42 00:03:05.909 --> 00:03:08.389 three years, something that we're very proud of. And when you start to 43 00:03:08.430 --> 00:03:13.219 look at where our graduates end up, they do incredible things and they're very, 44 00:03:13.259 --> 00:03:16.099 very successful, not only in the midwest but around the country and around 45 00:03:16.099 --> 00:03:20.900 the world. Thank you, Steve. The reason why we reached out to 46 00:03:21.060 --> 00:03:23.580 you to be a guest on the show is Bart was very familiar and I 47 00:03:23.819 --> 00:03:30.689 believe even worked with you around capitical campaigns, and the conversations went back and 48 00:03:30.810 --> 00:03:35.409 forth of the current state and how they're changing, and that's what we would 49 00:03:35.409 --> 00:03:38.409 like to tap back into today. So if you would, if you could 50 00:03:38.409 --> 00:03:44.159 touch a little bit about one of the campaigns that you recently finished her and 51 00:03:44.960 --> 00:03:52.319 also the current state of where capital campaigns are in your view. So rose 52 00:03:52.439 --> 00:03:55.189 just wrapped up back in the end of June, early July, our mission 53 00:03:55.189 --> 00:04:00.389 driven campaign, and this was a two hundred and fifty million dollar comprehensive campaign. 54 00:04:00.030 --> 00:04:04.789 So a comprehensive campaign by our definition, includes all things capital, but 55 00:04:04.870 --> 00:04:11.020 all things also endowment and are continuing operational needs. And so we had a 56 00:04:11.020 --> 00:04:15.939 variety of important focuses of a campaign and new academic building, a renovation to 57 00:04:16.300 --> 00:04:20.939 the union, some other just general sort of capital needs around campus, in 58 00:04:20.980 --> 00:04:27.529 addition to growing our scholarships, and doubt scholarship was very important, and then 59 00:04:27.810 --> 00:04:31.889 faculty, Sport and down chairs, new programs, etc. So that's kind 60 00:04:31.889 --> 00:04:34.610 of what we just wrapped up. It took us a while. We had 61 00:04:34.649 --> 00:04:39.319 a fair amount of transition, both at the presidential level but also in the 62 00:04:39.360 --> 00:04:43.319 vice presidential level. And Yeah, you're absolutely right. Bart came in and 63 00:04:43.480 --> 00:04:48.319 was helpful from a marketing perspective, kind of coming in being handed a box 64 00:04:48.399 --> 00:04:51.319 of craziness and said, Hey, could you put some of us together piece 65 00:04:51.360 --> 00:04:56.389 of porter and, by the way, we needed it yesterday. And so 66 00:04:56.550 --> 00:04:59.230 we did some, I think, some good work, both from a marketing 67 00:04:59.269 --> 00:05:03.829 perspective as far as getting our our online presence up and running, and then 68 00:05:03.829 --> 00:05:09.100 we use some of our internal communications to do some of our videos and just 69 00:05:09.300 --> 00:05:12.579 general press releases to sort of keep the message out there. But it was 70 00:05:12.660 --> 00:05:17.060 a unique campaign in large part because it's started and had what I would say 71 00:05:17.100 --> 00:05:21.649 starts and stopped over the years and now that we finished, one of the 72 00:05:21.689 --> 00:05:25.889 things I'm working towards, and it's still a little bit up in the airs 73 00:05:25.970 --> 00:05:29.290 that how it will work. If it will work the I'll be allowed to 74 00:05:29.329 --> 00:05:32.529 do it, who knows? But the idea of focusing less on a comprehensive 75 00:05:32.569 --> 00:05:38.160 campaign and more on what we're sort of terming term, using the term like 76 00:05:38.240 --> 00:05:43.720 mini campaigns and many campaigns probably being again, using our benchmark, a two 77 00:05:43.720 --> 00:05:46.519 hundred and fifty million dollar for a comprehensive campaign. For us, a mini 78 00:05:46.560 --> 00:05:50.629 campaign might be anywhere between twenty, thirty, maybe fifty million dollars for a 79 00:05:50.829 --> 00:05:57.110 very specific project that is ideally going to motivate our alumni and donors. To 80 00:05:57.189 --> 00:06:00.910 say this this projects is really what the most important need is right now and 81 00:06:00.990 --> 00:06:04.339 it's something that we want to focus on where what I would considers a relatively 82 00:06:04.379 --> 00:06:10.500 short amount of time get our comprehensive campaign last in ten years. Most campaigns 83 00:06:10.540 --> 00:06:14.100 are somewhere in the seven eight years, give or take, but it allows 84 00:06:14.139 --> 00:06:18.129 us to hopefully get in do some interesting fundraising, fill in need that's particularly 85 00:06:18.170 --> 00:06:21.250 pressing for the institute at the time and then start to move on to the 86 00:06:21.329 --> 00:06:26.569 next really important project for or rose woman. That's great. And see if 87 00:06:26.569 --> 00:06:29.850 I know. When we were talking earlier, before the before the recording, 88 00:06:29.930 --> 00:06:32.360 we were kind of talking about the campaign that we worked on together. But 89 00:06:32.480 --> 00:06:34.839 one of the things that I think you made a comment was is just how, 90 00:06:35.600 --> 00:06:39.800 sometime, even with with capital campaigns, and I know you and I 91 00:06:39.959 --> 00:06:44.120 are career span from you know, before we had the Internet to do everything. 92 00:06:45.439 --> 00:06:48.069 Now we have the Internet. Sometimes it can be at a blessing and 93 00:06:48.189 --> 00:06:50.470 sometimes it can be a curse. Tell us at bit about what you're thinking 94 00:06:50.509 --> 00:06:56.029 on that. So the the current number, I mean current being maybe within 95 00:06:56.069 --> 00:06:59.509 the last year or two, of five hundred and one C threes out there 96 00:06:59.709 --> 00:07:04.939 is somewhere in the neighborhood of one point six million. And most of those, 97 00:07:04.939 --> 00:07:10.019 I think again, I'm trying to go off of memory and it's anecdotal 98 00:07:10.060 --> 00:07:15.060 to them. Don't quote me on it, but it's something like ninety percent, 99 00:07:15.220 --> 00:07:20.170 or like tremendous amount of these new or nonprofits. Ninety percent of them 100 00:07:20.170 --> 00:07:24.129 are are new as of one thousand nine hundred and fifty. And so when 101 00:07:24.129 --> 00:07:27.930 you think about just about every non profit out there has been an existence relatively 102 00:07:27.970 --> 00:07:31.560 short amount of time compared to your traditional churches, many cultural organizations and higher 103 00:07:31.560 --> 00:07:34.879 education who've been around for hundreds of years. The Internet hit and, my 104 00:07:34.959 --> 00:07:39.720 opinion, has really done a lot to sort of allow this micro philanthropy where 105 00:07:39.759 --> 00:07:44.310 people can get very specific with the causes that they want to impact. They 106 00:07:44.350 --> 00:07:47.470 can direct their dollars in a way that they couldn't pre Internet. If you 107 00:07:47.670 --> 00:07:54.910 are passionate about something as specific as making sure that people in South Sudan, 108 00:07:55.430 --> 00:07:58.779 not just Sudan, but South Sudan, have access to clean water, you 109 00:07:58.899 --> 00:08:01.740 can find a charity and they are working towards that and you can give online 110 00:08:01.740 --> 00:08:05.259 and you can make that happen, and that's something that I would say pre 111 00:08:05.379 --> 00:08:11.300 Internet, you couldn't do. You couldn't blank it through Mars Man Mass Marketing, 112 00:08:11.379 --> 00:08:16.050 you couldn't most, most of these three nonprofits can't afford to do advertisements 113 00:08:16.050 --> 00:08:20.610 in a way to get to a general audience. But between the Internet and 114 00:08:20.810 --> 00:08:24.290 social media there is an ability to get in front of people in a way 115 00:08:24.329 --> 00:08:28.480 that we just couldn't beford. So it's great from a smaller nonprofits perspective because 116 00:08:28.519 --> 00:08:33.919 it's lower the sort of the cost of entry, but at the same time 117 00:08:33.080 --> 00:08:41.429 it's increased competition because previously, I would say most higher educations, we're competing 118 00:08:41.629 --> 00:08:45.230 with the you know, Your Salvation Army and your churches for trying to get 119 00:08:45.389 --> 00:08:50.750 the front of my messaging to our prospects. Now I'm competing with one point 120 00:08:50.789 --> 00:08:56.500 five nine, ninety nine, one hundred, ninety other millions of nonprofits out 121 00:08:56.500 --> 00:09:01.259 there who have propelling cases, they have reasons to be supported and my creativity 122 00:09:01.259 --> 00:09:05.620 has to be better than there's in a way that engages and attracts prospects. 123 00:09:05.740 --> 00:09:07.940 Yeah, that, I think pre Internet we didn't really have to deal with. 124 00:09:09.019 --> 00:09:11.090 Yeah, I think you're right on that. I think sometimes to it 125 00:09:11.169 --> 00:09:13.929 did. It's a danger of donor fatigue. You know, they're going to 126 00:09:13.970 --> 00:09:18.210 just be seeing so much the same thing come across. But also the fact 127 00:09:18.210 --> 00:09:22.809 that I think that sometimes it's just really important as as as, like you 128 00:09:22.889 --> 00:09:24.840 said, the hiread and and some of the other folks, we really begin 129 00:09:24.960 --> 00:09:31.120 need to almost craft our messaging and distinctiveness very clearly, and it forces us 130 00:09:31.200 --> 00:09:33.360 even more so on that well, because, I mean you can use all 131 00:09:33.399 --> 00:09:37.039 kinds of tools to do the research to find out who are going to be 132 00:09:37.120 --> 00:09:41.309 the donors and who has the capacity to give and those types of things. 133 00:09:41.350 --> 00:09:43.549 And I I'm talking about the donors, that not the not the five hundred 134 00:09:43.549 --> 00:09:46.909 dollar type. You know, yearly give some talking about moving into the major 135 00:09:48.029 --> 00:09:50.549 donors. They're getting accorded a lot more than than they have or have been. 136 00:09:52.940 --> 00:09:56.820 Yeah, the the amount of online research to find out who has capacity 137 00:09:56.940 --> 00:10:01.820 out there is I remember when I first started in higher it fundraising, which 138 00:10:01.899 --> 00:10:07.370 was twenty five plus years ago. You use ZIP codes primarily to gage where 139 00:10:07.450 --> 00:10:11.769 people had well and I remember as working on my Alma Mater and they're very 140 00:10:11.769 --> 00:10:15.649 excited because they came to me and said, Steve, one of your classmates, 141 00:10:16.129 --> 00:10:18.769 lives in this zip code and we think he's worth millions of dollars. 142 00:10:18.289 --> 00:10:22.039 And I said I know Jason. We went out for a beer called of 143 00:10:22.159 --> 00:10:26.879 weeks ago. He's living in his uncle's garage. He doesn't have you know, 144 00:10:26.120 --> 00:10:28.679 and I had to buy his beer. So the you know, the 145 00:10:28.840 --> 00:10:33.480 ability to really get down and find out through public, publicly available information, 146 00:10:33.519 --> 00:10:39.350 who has capacity and then reach out to them has changed so much in the 147 00:10:39.389 --> 00:10:43.470 last ten years that you're right. Finding five hundred donors is one thing, 148 00:10:43.509 --> 00:10:46.269 but trying to find those major gifts at the twenty, five thousand and fifty, 149 00:10:46.269 --> 00:10:50.500 a million dollars or more is getting more and more competitive. One of 150 00:10:50.539 --> 00:10:52.980 the things that we're trying to do at Rosehomon is, you know, you 151 00:10:54.059 --> 00:10:56.860 think about the the old adage that it's easier and more cost effected to keep 152 00:10:56.860 --> 00:11:00.899 a customer than it is to find a new customer. That's the the business 153 00:11:00.940 --> 00:11:05.169 saying, and we're sort of trying to recognize that, particularly from a stewardship 154 00:11:05.169 --> 00:11:09.009 perspective. Our ask, you know, where we can be as creative as 155 00:11:09.009 --> 00:11:11.929 we want on the ass but we're really competing with many other organizations on the 156 00:11:13.049 --> 00:11:16.210 ask. But if we can get even a gift of obligation from an alum, 157 00:11:16.649 --> 00:11:22.799 can we steward that gift and we think that donor more creatively and more 158 00:11:22.000 --> 00:11:26.559 personally, that makes them a repeat donor. And so this again, it's 159 00:11:26.559 --> 00:11:30.519 sort of why we keep leading ourselves back to these sort of micro or many 160 00:11:30.559 --> 00:11:35.710 campaigns where, if we are going to do something very specific for one area 161 00:11:35.190 --> 00:11:39.950 and we get a thousand donors to participate in it, can we focus on 162 00:11:39.110 --> 00:11:45.350 j stewarding with regular communication, those thousand donors what's going on with the new 163 00:11:45.470 --> 00:11:48.539 building or what's going on with this new program in a way that we hadn't 164 00:11:48.580 --> 00:11:52.500 historically done? Yeah, that's great because, I mean I think you walk 165 00:11:52.620 --> 00:11:56.580 that fine line, I use the word earlier, donor fatigue. You walk 166 00:11:56.700 --> 00:11:58.580 that Fine Line of how many times you're going back to talk to them and 167 00:11:58.700 --> 00:12:01.409 how many times are you asking them versus, how many times are you thanking 168 00:12:01.450 --> 00:12:07.009 them participating, getting them, inviting them to participate just because of who they 169 00:12:07.009 --> 00:12:09.289 are, not necessarily because and because of the relationship that you have with them? 170 00:12:09.730 --> 00:12:16.279 I mean sometimes I think is as marketers and we sometimes forget that it's 171 00:12:16.320 --> 00:12:20.200 as much about the relationship building as it is about, you know, a 172 00:12:20.279 --> 00:12:24.879 specific ask yeah, I mean, you got to any fundraising conference that across 173 00:12:24.919 --> 00:12:28.440 the country and they will, at least they used to always do this. 174 00:12:28.519 --> 00:12:30.549 Everybody you know, raise your hand. Why do you think people give? 175 00:12:30.629 --> 00:12:35.429 And the number one's answers always because I was asked, and so you're absolutely 176 00:12:35.429 --> 00:12:39.070 right. I think there's a lot of donors out there who have supported projects 177 00:12:39.110 --> 00:12:43.190 that they may not be passionate about, simply because they were asked and there 178 00:12:43.230 --> 00:12:46.259 was a relationship there. And then there's a whole other set of donors who 179 00:12:46.259 --> 00:12:48.340 are giving regardless of the relationship, because of the passion of the project. 180 00:12:48.460 --> 00:12:52.980 Right. And you know, you can talk about gifts of obligation and gifts 181 00:12:52.019 --> 00:12:54.779 of passion. You know, we got to figure out a way to my 182 00:12:54.860 --> 00:13:00.490 opinion, transition was gifts of obligation that we can get because of the relationship 183 00:13:00.529 --> 00:13:05.009 that we have existing through parents, community members, alumni, etc. And 184 00:13:05.129 --> 00:13:07.809 then find out what their passion is and then really try and leverage that to 185 00:13:09.049 --> 00:13:13.799 a larger gift. Okay, that sounds great, Steve. Earlier you talked 186 00:13:13.799 --> 00:13:20.320 about transitioning from the longer more comprehensive campaign means to maybe, as you said, 187 00:13:20.399 --> 00:13:24.279 mini campaigns. Would love to hear a little bit more about that. 188 00:13:24.600 --> 00:13:26.789 Could you kind of define that a little bit more and give us a few 189 00:13:26.830 --> 00:13:30.590 examples of what you have in mind? Sure. So. You know, 190 00:13:30.629 --> 00:13:33.309 one of the things, as I was stating earlier about the the mission driven 191 00:13:33.350 --> 00:13:37.190 campaign at Rose and we had a lot of transition at the presidential level. 192 00:13:37.710 --> 00:13:41.820 You know, the the average tenure of a college president is shrinky and I 193 00:13:41.940 --> 00:13:46.419 think it's somewhere at six point, six and a half years now, but 194 00:13:46.460 --> 00:13:48.500 I think even as recently as four or five years ago it was closer to 195 00:13:48.740 --> 00:13:54.179 eight years. Presidents are transitioning quicker and so if you think of your average 196 00:13:54.179 --> 00:13:58.889 silent phase being somewhere between three and four years by the time the president has 197 00:13:58.970 --> 00:14:03.129 figured out what their priorities are, they're launching that maybe the silent phase, 198 00:14:03.649 --> 00:14:07.090 but then they're also transitioning on to the next school. And you know, 199 00:14:07.090 --> 00:14:11.519 I've worked with a number of wonderful presidents through my career and I've seen a 200 00:14:11.559 --> 00:14:15.919 number of these wonderful presidents kind of come in and say, well, I 201 00:14:16.000 --> 00:14:18.480 certainly understand why so and south up this was the priority, but now I'm 202 00:14:18.480 --> 00:14:22.639 kind of married to this and I need to finish this and oftentimes it's been 203 00:14:22.799 --> 00:14:26.429 right after the launch of a campaign and we're having to continue to finish that 204 00:14:26.669 --> 00:14:33.149 campaign with a more mini campaign that is a shorter duration, like I said, 205 00:14:33.269 --> 00:14:37.350 maybe just two years. I believe we can get in, accomplish a 206 00:14:37.470 --> 00:14:41.460 goal and then kind of get out and then transition that donor to the the 207 00:14:41.580 --> 00:14:48.019 next project. I'm also you know, as Bart was talking about our conversation 208 00:14:48.019 --> 00:14:52.259 about donor fatigue. I think as we look at our donors, we can 209 00:14:52.299 --> 00:14:54.769 look at them in a way and say this donor or this group of donors 210 00:14:54.809 --> 00:14:58.169 are passionate about this project, maybe it's athletics, and this group of donors 211 00:14:58.210 --> 00:15:03.169 is passionate about this project, which might be scholarships. We don't need to 212 00:15:03.409 --> 00:15:07.679 necessarily wait until one mini campaign is over before we launch the next. I 213 00:15:07.720 --> 00:15:11.080 think we have an opportunity to layer these on and then, because the messages 214 00:15:11.120 --> 00:15:16.279 are slightly different, because the goals of the programs are different, I'm hopeful 215 00:15:16.279 --> 00:15:22.950 that the donor fatigue lessons in that, instead of philanthropists coming to us and 216 00:15:22.029 --> 00:15:24.750 sort of saying, okay, what do you need this money for and doing 217 00:15:24.789 --> 00:15:28.990 it, like I said, out of obligation. They're kind of waiting to 218 00:15:28.029 --> 00:15:33.429 see what's on the horizon. I think our donors are more particularly a certain 219 00:15:33.669 --> 00:15:37.899 set of donors are more sophisticated now than they were thirty, forty years ago. 220 00:15:37.539 --> 00:15:43.860 And I've had conversations. I'm sure many major gift donor major gift officers 221 00:15:43.940 --> 00:15:48.340 have had this conversation where the donors asking, I understand you're not in a 222 00:15:48.419 --> 00:15:52.409 campaign right now, but when will you be and will this gift count towards 223 00:15:52.450 --> 00:15:58.169 that campaign? And it's simply because they recognize there's one. We're always about 224 00:15:58.169 --> 00:16:00.929 to go into a campaign and they don't want to give their hundred thousand dollar 225 00:16:02.009 --> 00:16:04.600 get now and then be asked two years from that when the campaign starts, 226 00:16:04.720 --> 00:16:07.679 sorry, that other hundred undred thousand didn't count. We're looking for your next 227 00:16:08.039 --> 00:16:12.519 gift to be counted on our new game. Yeah, and so short durations, 228 00:16:12.879 --> 00:16:18.710 more focus and then a more evolving cycle that I think could allow us 229 00:16:18.190 --> 00:16:21.950 the opportunity to keep donors engage in the way that we have it before. 230 00:16:22.429 --> 00:16:25.029 I think even today, to to Steve just thinking about that. I mean 231 00:16:25.590 --> 00:16:29.269 what we did a few years ago with the with the rows driven. You 232 00:16:29.350 --> 00:16:32.629 know, we it's a comprehensive campaign. We're presenting the case statement that has 233 00:16:32.629 --> 00:16:34.940 a lot of different things in it. With these many campaigns, I would 234 00:16:34.940 --> 00:16:40.100 even think now, and especially with the way digital technology has kind of evolved 235 00:16:40.220 --> 00:16:42.980 and grown, you could probably do a lot more, you know, custom 236 00:16:44.139 --> 00:16:48.730 personalized case statements to particular donors. That are excited, because I mean a 237 00:16:48.850 --> 00:16:52.570 very personalized case statement that says here's you know, we recognize who you are, 238 00:16:52.889 --> 00:16:56.490 we recognize your passions, you can you know all the communications can be 239 00:16:56.649 --> 00:17:00.289 and and just being able to set up systems like that. It seems like 240 00:17:00.370 --> 00:17:04.480 that's an opportunity to with these many campaigns. Yeah, I think, you 241 00:17:04.599 --> 00:17:07.400 know, I would say that the term Mani campaigns not new, right, 242 00:17:08.079 --> 00:17:11.559 I don't think. I don't think we're looking at doing anything that's overly unique. 243 00:17:11.599 --> 00:17:15.789 I think we're looking at it as an alternative to the comprehensive campaign and 244 00:17:15.829 --> 00:17:19.750 I felt like the comprehensive campaign, you look at the annual fund, you're 245 00:17:19.990 --> 00:17:23.509 as you're writing those annual fund materials. Often Times I found when I did 246 00:17:23.549 --> 00:17:26.430 it, I was trying to throw in as many little hot button items for 247 00:17:26.509 --> 00:17:30.619 everyone to get excited about. So I might touch out an athlete story just 248 00:17:30.740 --> 00:17:34.019 because I know some people are passionate about athletics. I might also touch about 249 00:17:34.019 --> 00:17:37.819 a faculty doing some interesting research, because that's something else. But at the 250 00:17:37.859 --> 00:17:41.460 end of the day I'm trying to get all these people at a very consistent 251 00:17:41.539 --> 00:17:45.529 level, to get excited about one fun and that, in my mind, 252 00:17:45.569 --> 00:17:48.569 is a little bit with a comprehensive campaign. Is, I think, absolutely 253 00:17:48.569 --> 00:17:55.009 right about the opportunity with a minier campaign to get really focused on what the 254 00:17:55.089 --> 00:17:59.480 donors interested in and then really what, hopefully groups of donors are interested so 255 00:18:00.000 --> 00:18:03.359 I think troyd asked what some of the possible mini campaigns that we're looking at. 256 00:18:03.400 --> 00:18:06.359 One of them is certainly going to be we're going to need to do 257 00:18:06.440 --> 00:18:08.759 something for our athletics at rose home and sometime in the near future. We 258 00:18:08.839 --> 00:18:14.190 just got a new, wonderful athletic director, letting her get her feed on 259 00:18:14.230 --> 00:18:17.910 the ground to figure out what her areas of opportunity are. I think it's 260 00:18:17.910 --> 00:18:21.990 going to be great. But scholarships a continuing need. We just launched recently, 261 00:18:22.029 --> 00:18:26.069 a couple years ago, this novel scholars program which is a very boutique 262 00:18:26.470 --> 00:18:30.500 scholarship program for special students who just do tremendous things, but growing out our 263 00:18:30.500 --> 00:18:34.099 scholarship opportunities something we're always going to need to be focused on. We have 264 00:18:34.460 --> 00:18:41.650 a really growing area of entrepreneurism and rose has the Sawmill Society, which is 265 00:18:41.690 --> 00:18:47.130 a group of alumni who are entrepreneurial and sort of support each other through online 266 00:18:48.650 --> 00:18:52.690 group chats to sort of say, do you need access to patent attorney or 267 00:18:52.730 --> 00:18:55.089 are you looking to do some fundraising and how can we do that? And 268 00:18:55.089 --> 00:18:57.000 they're supporting each other. So we see that as another opportunity. So we're 269 00:18:57.000 --> 00:19:00.759 looking both at you know, even the idea of we might do a capital 270 00:19:02.160 --> 00:19:07.400 campaign. That would be a small campaign, but maybe layer on some programmatic 271 00:19:07.519 --> 00:19:11.630 elements that would be instead of a fifteen million dollar capital campaign, might be 272 00:19:11.670 --> 00:19:15.710 a twenty million dollar themed mini campaign around Entreprenur prism or something like that. 273 00:19:15.789 --> 00:19:18.710 That's really cool. I like that. But I have to also wonder, 274 00:19:18.789 --> 00:19:22.109 and I'm ask you about this because I know a lot of schools are struggling. 275 00:19:22.150 --> 00:19:26.500 I mean the the demographic cliff is coming up for undergraduate students. There's 276 00:19:26.500 --> 00:19:32.339 a lot of enrollment challenge is going on, competition is getting stronger. So 277 00:19:32.740 --> 00:19:36.140 not only are you in the middle of doing fundraising for for these, you 278 00:19:36.220 --> 00:19:41.210 know, comprehensive campaigns, these thematic these you know, these capital campaigns, 279 00:19:41.450 --> 00:19:45.769 but you've also got this operational fundraising kind of going on in the background and 280 00:19:45.089 --> 00:19:48.289 probably getting more pressure on that, as you said, on the cabinet. 281 00:19:48.329 --> 00:19:53.079 Tell us little bit about that. Yeah, so smaller schools, and I 282 00:19:53.119 --> 00:19:57.279 should say every school I've ever worked at, has had a focus on its 283 00:19:57.319 --> 00:20:03.680 operational need, whether it's unrestricted dollars or determined or called operations. Every school 284 00:20:03.680 --> 00:20:07.190 needs to keep the lights on. Everybody wants to keep faculty and staff paid. 285 00:20:07.509 --> 00:20:11.990 That's pretty important. And you know, rows, like many many schools, 286 00:20:11.990 --> 00:20:17.829 is a tuition driven institution. So when we saw looking at the comprehensive 287 00:20:17.829 --> 00:20:21.980 campaign, if anybody asked me what's the most pressing need, it was always 288 00:20:21.980 --> 00:20:27.259 operations. Right, but that oftentimes is not the the most attractive opportunity to 289 00:20:27.339 --> 00:20:30.220 get particularly large guests, right. You, you, you don't see the 290 00:20:30.339 --> 00:20:34.809 needle move often by a gift to the the fun furrows home in or the 291 00:20:34.849 --> 00:20:40.289 president's fun it's it's kind of that. It's important and we can't stop doing 292 00:20:40.410 --> 00:20:42.730 it, but that's really what the annual fund is for finding donors who want 293 00:20:42.730 --> 00:20:45.490 to be a part of that's a challenge. At the other end of the 294 00:20:45.890 --> 00:20:51.680 equation for for rows, many of our endowment gifts is particularly our larger ones. 295 00:20:51.960 --> 00:20:56.519 We're coming in through both planned gifts and estate commitments, and and a 296 00:20:56.559 --> 00:21:00.759 lot of plan estate commitments, and so you have all these deferred gifts that 297 00:21:00.839 --> 00:21:04.630 are counting towards our comprehensive campaign goal. But at the end of the day, 298 00:21:04.630 --> 00:21:08.150 the number of times I would tell faculty, Eleven nine friends, I 299 00:21:08.309 --> 00:21:11.990 know that I said we accomplish two hundred and fifty million dollars, and we 300 00:21:12.109 --> 00:21:15.269 did either. I have the receipts to show for it. But there's not 301 00:21:15.390 --> 00:21:19.180 a pool on campus that's just filled with with two hundred and fifty million dollars 302 00:21:19.779 --> 00:21:22.740 exactly. Know there's a good chunk of this. It's going to come in 303 00:21:22.819 --> 00:21:26.700 in the next ten, twenty years and that's important to track. But when 304 00:21:26.740 --> 00:21:32.019 you get down to the needs of the institution and the needs of the campaign 305 00:21:32.059 --> 00:21:37.329 elevating you, you really need those very project and dollar specific goals to be 306 00:21:37.410 --> 00:21:38.609 front and center. In my opinion. Yeah, at the end of the 307 00:21:38.650 --> 00:21:42.089 day you can't. I shouldn't say you can't. I've never been able to 308 00:21:42.130 --> 00:21:47.009 build a building on an estate comment right, and especially something that's going to 309 00:21:47.089 --> 00:21:51.240 be multiple decades out, and so looking a little bit closer to home, 310 00:21:51.279 --> 00:21:55.359 I think is a good opportunity and I think that that gets back to how 311 00:21:55.480 --> 00:22:00.079 marketing communications can help with that in the sense that, you know, sometimes 312 00:22:00.119 --> 00:22:03.710 it seeds of an internal communications. You know, I've been I've seen that 313 00:22:03.869 --> 00:22:08.349 before where big campaign complaints, big things happen, but really can't quite deliver 314 00:22:08.470 --> 00:22:12.230 on some of the capital campaign promises because, you know, defer give money's 315 00:22:12.230 --> 00:22:15.059 not there. If the money is not there, and it's hard to understand. 316 00:22:15.579 --> 00:22:18.700 Well, didn't we just raise this big money and didn't we just do 317 00:22:18.859 --> 00:22:22.220 that? And I think that's where, you know, marketing communications can come 318 00:22:22.299 --> 00:22:26.819 in help craft those messages, help assure everyone of the success of everything. 319 00:22:27.380 --> 00:22:33.849 But yeah, it's I think that the the average person on campus and even 320 00:22:33.970 --> 00:22:37.730 out in public, the alumni, don't always understand the nuances of how fundraising 321 00:22:37.809 --> 00:22:42.089 works exactly. It's a it's an education that, I think, you're right, 322 00:22:42.170 --> 00:22:45.960 has to happen and it's something that we've been focusing on educating our donors 323 00:22:47.160 --> 00:22:51.400 as best we can, even to the cycle of how does awarding a scholarship 324 00:22:51.519 --> 00:22:55.599 work? How does that prospective students get their financial aid and where does their 325 00:22:55.599 --> 00:23:00.789 scholarship end? Because this is something that in my experience, we start endowing 326 00:23:00.950 --> 00:23:08.069 scholar scholarship gifts at Fiftyzero. Fiftyzeros only spins off twozero and change right each 327 00:23:08.109 --> 00:23:15.900 year, and average tuition check twozero. Is it making or breaking that student's 328 00:23:15.900 --> 00:23:19.420 decision to attend rose home in right? I also recognize that for many people 329 00:23:19.420 --> 00:23:23.380 write in the check of fiftyzero is probably the largest first gift that many of 330 00:23:23.460 --> 00:23:26.490 them will ever make. For some people it'll be made over a number of 331 00:23:26.529 --> 00:23:30.170 years, etc. So it's Fiftyzo to still a large sum of money. 332 00:23:30.450 --> 00:23:34.609 But understanding how their scholarships going to be a part of a package of other 333 00:23:34.650 --> 00:23:38.289 scholarships to allow these students to attend rose home in or whatever school they're going 334 00:23:38.289 --> 00:23:41.200 to be at, is really important, I think, to the owners because 335 00:23:41.200 --> 00:23:45.680 it sets them up for success in a way that when we're not educating our 336 00:23:45.720 --> 00:23:49.759 donors, we risk their their stewards should be sort of off kilter simply because 337 00:23:49.799 --> 00:23:52.640 they're frustrated that something didn't work. Yeah, and I think that. I 338 00:23:52.759 --> 00:23:56.789 think not only is the important to make sure that the communications, the marketing 339 00:23:56.869 --> 00:24:00.670 to the donors is online, but I was working with US school last week 340 00:24:00.710 --> 00:24:04.670 about the importance of making sure that that financial aid award letter is also communicating 341 00:24:04.670 --> 00:24:08.470 those types of things to say, look, there's people behind this, there 342 00:24:08.509 --> 00:24:14.859 are alumni, people who are passionate about this place. They've actually sacrificed so 343 00:24:14.940 --> 00:24:18.900 that you can do this. And sometimes, I think those kind of personalization 344 00:24:18.099 --> 00:24:23.329 and leveraging those messaging and crafting that rather than just typed up letter that says, 345 00:24:23.329 --> 00:24:26.849 Hey, here's your here's your award, take it or leave it, 346 00:24:26.289 --> 00:24:30.690 when you start putting in emotion, start putting in what we typically think of 347 00:24:30.809 --> 00:24:34.250 marketing might be, you know, in advertising or on the website, recognizing 348 00:24:34.289 --> 00:24:37.759 that every piece of communications that we have either with perspective students or with donors, 349 00:24:38.119 --> 00:24:41.599 is an opportunity to strengthen that relationship. I think that's what that's a 350 00:24:41.599 --> 00:24:45.920 key point for some higher red marketers. Steve, we wrap up every episode 351 00:24:47.000 --> 00:24:51.799 by asking our guests to share either a quick takeaway or maybe an idea that's 352 00:24:51.880 --> 00:24:56.390 top of mind that other advancement officers could possibly benefit from immediately. As I 353 00:24:56.509 --> 00:25:00.150 ask you that question, is there anyything that you would like to share? 354 00:25:00.150 --> 00:25:03.589 So you know, one of the things that's really top of mine right now 355 00:25:03.710 --> 00:25:08.859 for me is, as everyone has been dealing with the the pandemic and fundraising. 356 00:25:08.859 --> 00:25:14.380 The pandemic is an unusual and not anything that we could ever obviously plan 357 00:25:14.579 --> 00:25:18.460 for, but recognizing that at least. You know, many of my gift 358 00:25:18.500 --> 00:25:22.730 officers are working some combination of remotely, but they're also separated by and large 359 00:25:22.769 --> 00:25:27.650 from trailing to meet with their prospects facetoface, and as I talk to my 360 00:25:27.730 --> 00:25:32.250 gift officers, I guess my encouragement is to spend a little bit of extra 361 00:25:32.369 --> 00:25:37.160 time listening to your gift officers and people who are working with your prospects and 362 00:25:37.440 --> 00:25:41.039 donors, to hear how they're doing. Many of us, myself included, 363 00:25:41.400 --> 00:25:45.000 going for long periods of time without sitting across the table and hearing stories about 364 00:25:45.039 --> 00:25:49.589 their time at their alma mater or why they give. That process energizes me 365 00:25:49.829 --> 00:25:55.349 and that's where I drive drive my joy from my position is having those stories 366 00:25:55.390 --> 00:25:59.670 and those opportunities to engage with people. Not that these zoom calls aren't great, 367 00:26:00.109 --> 00:26:03.390 but they're not they're not the same, and I think we're going to 368 00:26:03.509 --> 00:26:06.619 we're going to see a lot of people who are having a different type of 369 00:26:06.779 --> 00:26:11.299 fundraising burnout, because I'm concerned that some of our gift officers for fundraising are 370 00:26:12.059 --> 00:26:15.099 losing some of the the zeal that they had for their mission, and I 371 00:26:15.140 --> 00:26:18.930 think that's it's important to do that. And then the the other thing I 372 00:26:19.009 --> 00:26:23.410 think most most people know this intuitively, but it's one of those moments that 373 00:26:23.490 --> 00:26:29.410 I kind of remind myself all the time of never skip a small opportunity to 374 00:26:29.450 --> 00:26:34.440 think a donor, and one of the things I found was even taking a 375 00:26:34.519 --> 00:26:38.279 picture with myself on and sending a text message of Hey, I just saw 376 00:26:38.559 --> 00:26:42.039 the the artwork that you did in our new academic building as I drove in. 377 00:26:42.559 --> 00:26:45.640 Thanks again. That was awesome. It's really great. Those little things 378 00:26:45.720 --> 00:26:51.109 that are out of nowhere, I think can mean more than the the recognition 379 00:26:51.150 --> 00:26:53.990 events that we often do, the large gifts we sometimes give donors, the 380 00:26:55.069 --> 00:26:59.789 the portraits that we paint. I think the genuine unexpected thank you goes a 381 00:26:59.910 --> 00:27:04.740 lot further sometimes in alleviating some donor fatigue and inspiring them in a way that 382 00:27:04.779 --> 00:27:08.460 we can always comprehend. That's great. That's great, Stephen. Thank you 383 00:27:08.500 --> 00:27:14.099 very much for being such a engaging guest. If some of our listeners would 384 00:27:14.099 --> 00:27:18.529 like to reach out to you for further communication, how would they do that? 385 00:27:18.049 --> 00:27:22.089 So you can certainly find me online and Linkedin. My name is Steve 386 00:27:22.170 --> 00:27:26.650 Brady. You can also find me on Rose Holman's which is Roset eed you 387 00:27:26.849 --> 00:27:30.920 and just do a search for Steve Brady on the vice president as toutional advancement. 388 00:27:30.160 --> 00:27:33.079 I think I'm pretty easy to find. Your biggest competition in finding me 389 00:27:33.319 --> 00:27:40.039 is the sex and the city guy's also apparently. Thanks Steve Brady. But 390 00:27:40.720 --> 00:27:44.670 it you have any questions, I'm happy to continue these conversations. Like I 391 00:27:44.670 --> 00:27:48.670 said, I've been in hiring fundraising my entire career. It's something I'm passionate 392 00:27:48.710 --> 00:27:51.750 about and I'm fortunate that I get to work on a campus that I see 393 00:27:51.750 --> 00:27:55.470 the benefits of people's filanthropy every day in the students, in the buildings that 394 00:27:55.509 --> 00:27:59.220 they've been able to support. Thank you for allowing us to tap into that 395 00:27:59.380 --> 00:28:03.980 expertise. Thank you, thanks Roy, thank part, thank you bar. 396 00:28:03.180 --> 00:28:07.140 Do you have any final comments that you would like to make. Yeah, 397 00:28:07.140 --> 00:28:10.059 I just want to point out a couple all of the the things that Steve 398 00:28:10.140 --> 00:28:11.779 kind of said, just to kind of underscored a little bit. But I 399 00:28:11.819 --> 00:28:15.769 think that you as we, as high end marketers, look at this understanding 400 00:28:15.849 --> 00:28:19.529 that you know we're going to be called on to probably do more of these 401 00:28:19.730 --> 00:28:26.170 many campaign types of ideas. I mean, your institution might start looking at 402 00:28:26.250 --> 00:28:29.079 that and start saying, Hey, we need to do that. Think about 403 00:28:29.119 --> 00:28:33.680 ways that you can actually utilize different methods to kind of build those many campaigns 404 00:28:33.720 --> 00:28:37.480 and make them very distinctive and make even the donors, you know, you 405 00:28:37.519 --> 00:28:40.440 might say, well, it's not quite as big as the last one. 406 00:28:40.720 --> 00:28:42.829 Treat each of them very individually and make sure that you're doing your best work 407 00:28:42.869 --> 00:28:45.630 on those things and I think that will go a long way to give the 408 00:28:47.269 --> 00:28:51.230 gift officers and the Advancement Department what they need to be able to really be 409 00:28:51.430 --> 00:28:55.509 successful in every, every aspect of what they do. And never forget about 410 00:28:55.509 --> 00:28:57.460 storytelling. I mean, you know Steve kind of indicated that, and just 411 00:28:57.579 --> 00:29:03.380 being able to sit across and listen to that, document those stories. Make 412 00:29:03.380 --> 00:29:06.660 sure you've got some organization that you can kind of reference from those, because 413 00:29:07.140 --> 00:29:10.130 those are gold and you can really use those in all kinds of different ways, 414 00:29:10.170 --> 00:29:12.650 whether it's on the website, whether it's in donor communications, whether it's 415 00:29:12.650 --> 00:29:15.650 in your alumni magazine. Just make sure you've got kind of a process in 416 00:29:15.730 --> 00:29:19.609 place for that. And then finally, just just think about ideas. As 417 00:29:19.690 --> 00:29:23.599 a marketer, I think that you could help your your advancement team. What 418 00:29:23.720 --> 00:29:26.559 are those little ways that you can say thank you? I mean Steve kind 419 00:29:26.559 --> 00:29:30.759 of talked about the the idea of a text message and a quick things like 420 00:29:30.799 --> 00:29:33.680 that. Maybe you just kind of come up in your marketing team with, 421 00:29:33.119 --> 00:29:36.440 you know, sit around with your team and come up with five or ten 422 00:29:36.519 --> 00:29:38.549 ideas, take them to the advanced but department and say hey, here's some 423 00:29:38.549 --> 00:29:41.349 thoughts we had on just little ways that you might be able to thank your 424 00:29:41.430 --> 00:29:45.950 donors that are not the big events that we typically do. But you know, 425 00:29:45.990 --> 00:29:48.069 you could use Steve's example of the take a picture and send a text. 426 00:29:48.430 --> 00:29:52.940 Maybe there's a small thank you card that you know print up some cards. 427 00:29:52.059 --> 00:29:55.779 You might want to have them just do personal notes with. Maybe you 428 00:29:55.819 --> 00:30:00.180 do personalized videos, kind of like when we talk to Ethan, Ethan but 429 00:30:00.420 --> 00:30:03.420 from bombomb video. There's all kinds of ways to do it. You, 430 00:30:03.579 --> 00:30:06.980 as marketers, can kind of help facilitate some of that and I kind of 431 00:30:07.019 --> 00:30:11.250 lean into that for you. So, Bart, thank you very much and 432 00:30:11.450 --> 00:30:14.809 to everyone. That brings us to the end of another episode. The High 433 00:30:14.809 --> 00:30:19.410 Ed Marker podcast is sponsored by Kailor solutions and education, marketing and branding agency 434 00:30:19.890 --> 00:30:26.039 and by thinking bad and good, a marketing execution company customizing and personalizing print 435 00:30:26.640 --> 00:30:32.680 mail and digital marketing. On behalf of Bart Taylor, I'm troy singer. 436 00:30:33.039 --> 00:30:37.069 Thank you for joining us. You've been listening to the Higher Ed Marketer. 437 00:30:37.829 --> 00:30:41.390 To ensure that you never miss an episode, subscribe to the show in your 438 00:30:41.430 --> 00:30:47.230 favorite podcast player. If you're listening with apple PODCASTS, we'd love for you 439 00:30:47.349 --> 00:30:49.779 to leave a quick rating of the show. Simply tap the number of stars 440 00:30:49.819 --> 00:30:52.740 you think the podcast deserves. Until next time,