1. Developing the
perfect
proposition...
... An unfinished
journey
Chris Keating
Senior Direct Marketing Manager, Kingâs College London & Kingâs Health
Partners
5. So what did we need from a
proposition...
We needed to boil down all the
experience and knowledge in the
organisation to get;
âą A clear statement of the benefits of
giving a gift
âą Which fulfills the emotional needs of
the audience
âą Which we can build on for a lasting
relationship with our donors
12. Back to Kingâs...
1) Review what we knew about our alumni
2) Brainstorm propositions
3) Test propositions on focus groups
4) Develop creative packs and see what
works!
13. How do our alumni feel about
Kingâs?
Is Kingâs a world-class âWhen I go for
interviews they
institution? expect more from
95% of potential donors agree you because they
Prid
have a big smile and
âoh so you went to
Kingâsâ (Post-1990
science alumnus)
e
âYes I am very proud of having studied here. It really made a huge
difference to my life, and certainly gave me the foundations of my
career, which at the time was difficult for a woman going to the
Bar.â (Pre-1990 Alumna)
14. How do our alumni feel about
Kingâs? your university financially?â
âWhat do you imagine you would get out of supporting
63%: It enables me to give something back.
Gratitud
e
16. ... And applied to Kingâs
Join
Be proud of being part of Kingâs
Threat Vision
Future
We canât maintain our Help us find a cure for
global standing without cancer
your help
Need Solution
Solve student hardship Buy a book for the
Now
library
Negative Positive
17. It doesnât count unless
thereâs flipchart
âą Involved everyone
in
alumni
fundraising;
Callers, high-
value
fundraisers,
events,
communications
team â not just
18. Alternative formulations...
x
A) When I was at Kingâs, life was easier. If things
were as they are now when I studied then I
wouldnât have had the opportunities that I did. I
feel a duty to help support students today.
B) Kingâs changed my life. I developed
academically, got qualifications that set me up
for life, and formed friendships that are still
a
important to me. I want to give something back
to Kingâs.
19. (some) Propositions
developed
a) Attract the best and help them achieve the best
Some of the brightest young people come
backgrounds with no family history of coming to
university. ÂŁ50 could pay for us to send a Kingâs
student to reach out to a young man or woman who
isnât sure about going to university but could be a
Nobel prize winner of the future.
20. b) Help a student in need today
âą Give a donation today to help a Kingâs student
through a financial crisis. Without help they
may have to drop out of university. Your
donation will help pay for a hardship bursary
to help them complete their degree.
21. (some more) Propositions
developed
Help us find treatments that work for dementia
Kingâs world-class researchers are making breakthroughs every day to
treat Alzheimersâ every day. Your gift will help fund more researchers,
more equipment, more trials â meaning we can find better treatments.
That will make a huge difference to people suffering from dementia.
Please give today and weâll keep you up to date on the progress youâre
making possible.
Giving Class of XXXX
Join your alumni from your year of graduation in giving to Kingâs and making a
difference. Help your year raise more than any other. This is a great way for you
to stay in contact with other people that you were at University with. Show your
membership of this giving year group with the unique badge weâll send you and
have your name listed in the special year group pages on the website.
22.
23. Questions to answer...
âą Which of these work?
â Developing & rolling out different packs
â Test propositions via email
â Anecdotal feedback from phone
âą Do different people or segments
respond better to different
propositions?
âą Which of these works best as a
recurring gift proposition?