Most university development directors manage a large and complex event annually that creates a sense of mission in the minds of current and potential donors. One great annual event can be a sumptuous banquet honoring student and faculty achievement and donor support. It is important to showcase to donors how their support changes the lives of students. Each year these events also provide an opportunity to select an honoree whose support for the university can be tastefully acknowledged.
Bonding with donors at a sports event is an effective way to build strong relationships that transcend appeals for financial support. Sports events are also an opportunity to reward current supporters with access to local luminaries, such as political or business leaders. These events often have a high admission fee to underscore a fund-raising goal. While many universities choose a sport like golf, it is also possible to have supporters attend the game as spectators.
A small reception can provide university development directors with the opportunity to craft an intimate and exclusive environment to foster stronger connections with donors. Small and upscale meeting spaces are vital to this mission, so the president's residence, if it is college-supported, can be a great location. Whatever the location, the guest list for the event must suggest exclusivity and power. If a university is conferring an honorary degree, consider inviting donors to meet and interact with this honoree.
Providing donors with a hands-on way to gauge the effect of their support can be effective in gaining support while earning press coverage for university achievements. Possible ceremonies include the opening of any new facility, such as a lab. When a facility is renamed, a ceremony can recognize the new name. These ceremonies are an important way to give faculty members an opportunity to describe their work and express the value of donor support.
Development directors also rely on mail campaigns to solicit support for projects, facilities and other academic enterprises. Here the tactile senses of donors must be stimulated, and the content of the material must reflect the benefits that their support conveys on the university community. It is important to design and create quality materials that tell compelling stories of how the donors' support matters. Many directors also like to personalize a hand-written note on a mass-produced piece to evoke feelings of connection.