Oct. 28, 2010
Using the 110% campaign as a way to drive increased giving is not a new concept. In fact, it has been successful in many athletics departments across the country. In 2010 Mizzou Athletics and the Tiger Scholarship Fund (TSF) marketed its entire annual fund around the 110% campaign. This campaign provided donors with an automatic opportunity to make an increased gift (ranging anywhere from a $5 to $5,000 increase). The 110% theme was splashed throughout the TSF annual fund guide book, the prospect TSF mailing piece, as well as in the gift that was given as result of the increased gifts (i.e. see photo of guidebook cover and calendar).
The slogan on each renewal/solicitation piece included: "Whether it’s in the classroom or on the playing field, Tiger student-athletes always give 110%. Now you have the opportunity to join in and help us build on our winning tradition and academic excellence! Tiger Scholarship members who contribute 110% of their gift from last year (your gift from 2009 plus 10%) and new members who donate a minimum of $110 will receive a special gift from the TSF."
Given the success of these campaigns across the country, the 110% TSF campaign was undoubtedly the best effort to recapture lost revenue from 2009 (TSF annual fund was down 8% from 2008). The results (to date) of this campaign have been extremely successful. 35% (2,200 donors) of the TSF donor base (6,400 YTD) have contributed at the 110% level. In revenue, this has generated approximately $1.01M in increased gifts from 2009. The response has been fantastic and beyond what was expected. One reason for the success was that all of the TSF solicitation pieces marketed the same theme and same messages throughout.
As mentioned above, the 110% campaign gift was consistent with the message of the solicitation pieces. As a small token of appreciation, donors who participated in the 110% campaign were provided with two different gifts. All donors who made a gift at the 110% level received an academic calendar that featured a student- athlete from all 20 sports (over 12 months) and a personal testimonial about their appreciation for the donors who gave 110%. Please see photo example for the month of August. Donors who gave at the 110% level and made an increased gift of $500 or more received a unique TSF garden flag along with the calendar.
Looking forward to the 2011 annual fund drive, Mizzou Athletics and TSF will continue using the 110% campaign as an opportunity for donors to make an increased gift. However, it will not be marketed at the same level throughout the renewal or solicitation pieces. TSF members will receive a unique gift from the student-athletes about how their gift makes a difference. The emotional appeal of donors achieving at "the 110% level", similar to the efforts that each student-athlete puts in to their athletic and academic work, is still the most powerful message that can be sent.
About Sarah Baumgartner:
Sarah Baumgartner became the Executive Director of Development & Tiger Scholarship Fund in September of 2009. Her primary role is oversight of the day to day operations of the development office as well as oversight of the budget. Sarah is also responsible for stewarding, cultivating, and soliciting major gifts. Sarah serves as the liaison to Central Development on campus and also to the Senior Women's Administrator. She continues to coordinate and oversee the 3 Point Club for men's basketball and is also currently a member of the Senior Management Team.
Before moving into her most current role, Sarah was the Director of Development for Annual Giving. Sarah was responsible for complete oversight and coordination of the Tiger Scholarship Fund annual giving program which raises in excess of $7 million annually. This includes oversight, direction, and marketing of ticket priority for football and men's basketball. She also coordinated the priority parking program for football and men's basketball. In addition to overseeing the TSF, Sarah was responsible for stewarding, cultivating, and soliciting major gifts. Sarah was the development office liaison to the Mizzou Alumni Association, Mizzou Ticket Office, Marketing Office. She was also a member of the Senior Management Team.
Sarah entered Mizzou as an Assistant Director of Development. Her primary responsibility was to steward, cultivate, and solicit donors to the Tiger Scholarship Fund in the Kansas City Metropolitan area and all of Northern Missouri. She was also the athletic department liaison for the Kansas City Tiger Club, for the Varsity M Letter Winners Club, as well as having complete oversight and coordination of the 3 Point Club for men's basketball.
Before Sarah joined the Tiger Scholarship Fund staff in 2006, she worked in the at the University of Illinois in Urbana-Champaign in the Department of Athletics, where she spent two years as the graduate assistant in development. During her time, Sarah completed her MS degree in Sport Management while working directly with the I FUND, which is the annual scholarship fund program for student-athletes at Illinois. Before her time in athletic development, Sarah was a four year letter-winner in softball at Illinois. In 2004, she graduated from the College of Business with her BS degree in Business Administration.
Sarah Baumgartner is a native of Wheaton, Ill., and currently resides in Columbia, Mo.
