Strategy One

Increase Faculty, Staff and Alumni Giving

Developing a culture of philanthropy must begin with increasing donor engagement. As prospective donors are cultivated, educated, and inspired we expect to see an increase in alumni, faculty, and staff giving. The development team will cultivate prospective donors by demonstrating the impact private gifts can and do have on Henderson.

An increased percentage of internal (faculty and staff) donors from 7% to 25% will give alumni and friends confidence in investing in Henderson with their own gifts. The percentage of alumni who give to their alma mater is measured by US News and World Report. Increasing Henderson’s alumni participation rate from 4% to 25% will boost the university above its comparable and most competitive peers and will put it more in line with (and above several) aspirational peers. If annual gifts are directed toward endowed funds, they will also help grow the university’s endowment. As the culture of philanthropy is developed it will also result in increased overall annual giving to Henderson.

Action and Elements

  1. Create an advisory committee of faculty/staff who are opinion leaders to help develop faculty/staff campaign.
    • Discover why they give.
    • Ask them to encourage others to give.
    • Equip these leaders to answer questions about importance of giving and how to give.
  2. Begin cultivation process for new faculty/staff during orientation.
    • Develop talking points for importance of private gifts.
    • Update payroll deduction form.
    • Ensure that the Henderson Foundation is included in new employee orientation process.
  3. Develop meaningful way to thank all donors.
    • Research creative ways to say thanks.
    • Include the students in the thank you effort.
  4. Build robust annual giving program through phonathon, direct mail, and electronic solicitations.
    • Recruit the best student callers to serve as Ringing Reddies.
    • Work on data segmentation for both phone calling and mailings so that appropriate solicitations are directed to appropriate audiences rather than taking a blanket approach to solicitations.
    • Develop electronic solicitation process that encourages online donations.
    • Ensure donors are not only acquired, but also retained with good stewardship and requests to renew giving.
    • Recognize donors through annual giving societies.
  5. Establish Senior Campaign for students, which will help future generations of alumni understand the importance of giving back.