Guiding Objective #4

4.1 Complete the next phase of a comprehensive fundraising campaign.

4.1.A	Develop strategy to recognize, steward and celebrate success of first phase, while establishing connectivity to the next phase of the campaign.		Interviewed candidates and selected firm to serve as campaign readiness consultants; began engagement December 2021.
4.1.B	Fulfill campaign fundraising priority areas as identified in the Strategic Focus plan.		Began engagement December 2021; In-house internal readiness assessment completed and provided to consultant. Consultant has completed their own internal readiness assessment. Staff developing action plans to implement recommendations.

4.2 Implement an annual, comprehensive advancement strategic plan with achievable fundraising goals and actions. 

4.2.A	Reconstitute a donor pipeline by delivering segmented educational and appeal messages.		Communications plans for various operational areas (annual giving, planned giving, alumni relations, young alumni) completed.
4.2.B	Increase focus on, and productivity within, planned giving and foundation fundraising.		Submitted foundation proposals have already exceeded the 10% increase level. Gift officers have participated in planned giving webinars related to discussing planned giving with prospects.

4.3 Increase alumni engagement through participation in university events, programs and philanthropy.

4.3.A	Expand virtual activities and events to full alumni base.		Very few virtual events in the first half of the fiscal year with focus on in-person Alumni Weekend; COVID impacted efforts to have traditional alumni game events, monitoring for spring events.
4.3.B	Foster young alumni through specific programming that includes their involvement, leadership and support.		Young Alumni participated in two larger programs and working on one program specifically for young alumni.
4.3.C	Emphasize the importance of alumni to the university’s fundraising success.		Completed both an online alumni magazine readership survey and an online alumni engagement survey; Will be implementing an engagement program to encourage (1) annual giving, (2) attendance at live and virtual events, (3) advocacy, including admissions and CAPE assistance, social media, other volunteer avenues.

4.4 Implement a comprehensive marketing plan to support the campaign and other fundraising efforts.

4.4.A	Implement bold and cohesive campaign messaging.		Interviewed candidates and selected firm to serve as Campaign Readiness consultants; began engagement December 2021.
4.4.B	Implement an education initiative directed at alumni/donors to inform them of the changing dynamics, demographics and needs of current and future students, assuring donors of their impact and positive progress.		Annual giving communications have focused on the impact of the Transylvania Fund on keeping Transy affordable for deserving students.  Leadership giving/planned giving communications have highlighted tax advantages of IRA rollovers and gifts of appreciated securities, as well as the CARES Act provision allowing non-itemizers a $300 charitable gift deduction.