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How-to-guide for establishing a volunteer driven fundraising program.
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Creating and Executing a Successful Class Agent
Program
Lori [email protected]
Associate Director of Annual Giving
Occidental College
AGPN, Pomona College, March 24, 2011
The new way to stay connected Building relationships Ask volunteers to do more Preparing for capital campaign
◦ Peer to peer solicitation is critical Maximizing impact of each reunion year
◦ 2x fundraising◦ 1/3 of alumni fund is from reunion years
WHY a Class Agent Program?
Ranked #8 in U.S. News and World Report, Top Liberal Arts Colleges
2010: Alumni Fund $6.6 million with 53% participation
Reunion increased from 1,500 to 2,500 attendees in 10 years, and increased reunion giving from $1.1 million to more than $2.2 million
Carleton College: A Case Study
Occidental College◦ Program launched in August 2010◦ Over 90 Class Agents from 1951+◦ 4 staff management
Occidental College Program
Before:◦ Small volunteer committees (5-15 / committee)
not comparable with each other◦ Inefficient training and oversight◦ Less significant role for the individual
After:◦ One Class Agent program shares resources◦ Competition among class years (more
comparable)◦ Common training and administration◦ More significant involvement (“leader of college”)
Before and After
Staying Connected: The Old Way
Staying Connected: The New Way
Annual Giving Staff
Lead Agent
Lead Agent
Class Agent
Alumni
Alumni
Alumni
Class Agent
Alumni
Alumni
Alumni
Lead Agent
Building Relationships
Example: 1 staff works with 10 Lead agents and 40 Class Agents, that reach out to
3,000 alumni
How do you get MORE out of your Volunteers?
1. Give Class Agents ownership◦ Let them set their own goals
2. Give them the tools3. Set clear expectations
◦ Choose dependable volunteers ◦ Clearly define their role
4. Give more to them: they give more back◦ Build a relationship so they WANT to give
more
Get MORE out of your Volunteers
Engage, Educate, Update, Ask o Serve as informed leaders of the institution and engage/re-engage
classmates Create class goal and strategy
◦ Commit to goal in front of entire program (Oxy) Write their own solicitation letters
◦ Make them personal! ◦ Ask for targeted gift amounts including leadership level
Write personal emails, make phone calls, and send facebook messages to cultivate gifts from classmates.
Recruit other Class Agents and successors
Class Agent Roles:
Oversee Annual Solicitations signed by Class Agents ◦ Fall: letter◦ Calendar Year End/January lead◦ Fiscal Year End
Build relationships with Class Agents Offer basic training Provide updated gift information & tools Show them the big picture Keep Class Agents motivated and energized.
Staff Roles:
Online portal:◦ Updated gift information for each Class Agent◦ Custom built by our IT Team
Training materials ◦ Handbook, binder, expectations and guidelines
Institutional updates◦ Emails of what’s happening on campus◦ Talking points◦ Event calendars
Important Tools
Seeking:◦ Leaders on campus◦ Consistent donors◦ Passionate◦ Dependable◦ Comfortable fundraising
How to get first 50 Class Agents in 4 weeks:◦ Library research + Office of Student Life (6)◦ Personal contact (10 – 1 per class)
Lunch meetings or phone call◦ Peer to peer recruiting (50)
How to Find the Best Volunteers
Cultivation◦ Lunch meetings and welcome gifts
Make it FUN!◦ Overnight summer retreat + workshops◦ Happy hours paid by staff
Stewardship ◦ Gifts
Ex: Box of dining hall “famous” cookies, tiger hats, school pride ties
◦ Volunteer recognition dinner
Cultivation and Retention
Oxy “Tiger Trainings”◦ 6-hour workshop with all Class Agents◦ Social proof: peer influence◦ Overview of agenda
Training and Education
Most successful events are volunteer driven Increase involvement with the campus and
alumni community Regional and local volunteer coordination Agents work closely with Alumni Relations
planning committee
Events
2x fundraising in a reunion year from average donor.
Capitalizing on Major gifts ($50K+) in reunion year Before Class Agent Program:
◦ Reunion Gift Committee◦ Volunteers freshly trained & inexperienced◦ After reunion year, no longer volunteers
After:◦ Class Agents represent every class year (1945+)◦ Volunteer retention and growth ◦ Leads to: well trained agents maximizing fundraising
during their reunion year
Reunion Year Impact
Capital Campaign
Bring Class Agent program to the next level
Involve as many volunteers as possible Committed, talented volunteers available
to serve as leaders are essential Class Agents identify, cultivate, and solicit
major gifts peer to peer. Increase Annual Fund dollars and capital
gifts.
Class Agents: ◦ More than 2x gifts◦ Regular giving to leadership giving◦ Lifetime donors
Alumni fund:◦ Increased participation and $$
School events & reunions:◦ Exponential rise in attendance
Measurable Results
1. Identify what your institution needs2. Present to volunteers and board a plan for
new Class Agent Program3. Create a FUN, interesting program
overview document for alumni (main recruiting tool)
4. Set common goals5. Build online tools & training materials6. Plan first training workshop
How to Start