OUR ULTIMATE GOAL IS TO ALIGN OUR OVERALL #DAVIDSONTRUE CAMPAIGN WITH OUR FUNDRAISING AUDIENCES AND OUTREACH.
Welcome to our fundraising messaging map. Consider this your toolkit for creating targeted communications with the power to compel our fundraising audiences to support the ongoing success of our organization.
This map provides sample content you can use as a starting point when you are creating messaging for a specific deliverable. It also provides a conceptual framework that can help you determine the messages that will be most meaningful to your target audience for what you create. You can use this framework as a filter for consistency and impact, so that you can unify our voice with our overall brand equity and parallel campaigns.
Please email name@davidson.edu with any questions or comments.
OUR CREATIVE CONCEPT
#DAVIDSONTRUE is a fresh, bold campaign that spotlight strong, true-to-our-soul value statements. These messages translate fundamental aspects of how Davidson functions as a distinct learning environment where students are encouraged to explore, examine, experience, and engage.
This campaign is not about surface. This goes deeper. It transcends the charm of campus beauty shots. It confronts the expectations that prospective students may hold about what learning inside the atmosphere of a liberal arts setting is like. It touches on how learning relates to the challenges in the world around us today, anchoring our approach in the here and now so that it’s immediately relevant to prospective students and beyond.
Our campaign bypasses what people presume they will hear from the species that is “the liberal arts college.” Instead, we speak precisely and passionately about what Davidson means to the smart, driven, and kind individuals who experience it, and how dramatically it has shaped their ambitions and their lives.
01 OUR PERSONAS
LONER DONORS
CONTRIBUTION STYLE
Infrequent, intermittent contributors respond to various giving triggers throughout the year, but the college could benefit from greater predictability.
PARTICIPATION & INVOLVEMENT
From avid members of the cheering sections for both Davidson athletics and the arts to alumni chapters near and far, these alumni show collective school spirit but have geographic and generational gaps.
STEADY FREDDIES
CONTRIBUTION STYLE
Annual, consistent contributors demonstrate loyalty with reliable giving but have room for inspiration with spirited, spontaneous, and increased efforts.
PARTICIPATION & INVOLVEMENT
As part of the active Davidson professional alumni network, these participants are willing to reach out to their own alumni circles and peers to personally carve out opportunities, internships, and mentorships for current students.
WEALTHY WANDAS
CONTRIBUTION STYLE
High-wealth individuals have the power to fund capital campaigns and influence major campus infrastructure and initiatives.
PARTICIPATION & INVOLVEMENT
Regional pull extends to highly involved alumni who frequently attend fundraising and campus events.
THERE IS A SHARED BELIEF IN THE VIRTUE OF DAVIDSON THAT IS UNIVERSALLY COMPELLING TO EVERY SINGLE MEMBER OF OUR ALUMNI.
GIVING POTENTIAL
GIVING POTENTIAL
GIVING POTENTIAL
COMPEL WITH LANGUAGE THAT BRINGS GIVING TO THE FOREFRONT BUT ALSO SUGGESTS HOW DAVIDSON NURTURES INHERENT GIFTS WITHIN EVERY INDIVIDUAL.
SPEAK DIRECTLY TO THE ALUMNI AUDIENCE, SUMMONING THEIR FIRSTHAND MEMORIES OF THE DAVIDSON EXPERIENCE. BE DIRECT AND ASK THE AUDIENCE TO GIVE (GIVE BACK).
GIFTS LIE WITHIN.
Once you’ve witnessed it, you know first-hand what a gift the Davidson experience is. This is where shared virtues shape ambition and drive momentum. These are the grounds that magnify passion and fortify intellectual bravery. The gifts Davidson gives us make true impact on our lives. Our aspirations. Our careers. And our futures. Now it’s time to continue that true impact for future Davidson generations by giving back.
SUMMARIZE WITH A MEANINGFUL TIE-IN THAT PUTS THE GIVING MESSAGE THROUGH THE FILTER OF THE OVERALL #DAVIDSON TRUE CAMPAIGN AND LEVERAGES SOCIAL MEDIA HASHTAGS.
#DAVIDSON TRUE GIFTS MAKE #DAVIDSON
TRUE IMPACT.
LONER DONORS
GIVING POTENTIAL
CONTRIBUTION STYLE
Infrequent, intermittent contributors respond to various giving triggers throughout the year, but the college could benefit from greater predictability.
PARTICIPATION & INVOLVEMENT
From avid members of the cheering sections for both Davidson athletics and the arts to alumni chapters near and far, these alumni show collective school spirit but have geographic and generational gaps.
CORE MESSAGING MOTIVE
Join the #DAVIDSONTRUE giving momentum.
OUR MESSAGING FORMULA
80% = WHY GIVE
SHORT-FORM MESSAGING
Leadership. Integrity. Curiosity. Empathy.
These are enduring features of the Davidson experience. And they’re qualities the world desperately needs today. When you support the smart, driven, and kind individuals within our student body, you are investing in the humanity and integrity of future leaders.
Participate in the ongoing success of our college—and our world. Give today.
CORE CAMPAIGN ELEMENT
#DAVIDSONTRUE
RECOMMENDED OUTREACH METHODS
~ DEDICATED EMAILS FROM ANNUAL GIVING OFFICERS
~ SOCIAL MEDIA FROM ANNUAL GIVING OFFICERS
~ SMS TEXT (ONE-DAY GIVING CHALLENGE, END OF CALENDAR YEAR, END OF FISCAL YEAR) FROM ANNUAL GIVING OFFICERS
~ DIRECT MAIL (2X YEAR PER DEPT.)
LONG-FORM MESSAGING
20% = CALL TO ACTION
The world needs the kind of leaders that Davidson shapes. The qualities desperately needed today—leadership, integrity, curiosity, empathy—are enduring features of the Davidson experience—as well as core qualities of those who lead and serve in life. Society stands to benefit from the humane instincts and disciplined, creative minds that Davidson cultivates. When you support the smart, driven, and kind individuals within our student body, you are investing in the humanity and integrity of future leaders.
Participate in the ongoing success of our college.
Time and time again, Davidson alumni demonstrate their gratitude for their own Davidson experiences. This appreciation prompts their support of current students who stand proudly on their shoulders. We invite you to join them in this support. Any size gift works to help make it possible for uniquely qualified students to attend Davidson College regardless of their family’s ability to pay. INCREASE YOUR #DAVIDSONTRUE IMPACT ON THE WORLD. GIVE TODAY.
{ PEER-TO-PEER OUTREACH (ANNUAL GIVING)
{ EVENT INVITATIONS
{ ALUMNI CHAPTER PRESENTATIONS
{ THANK-YOU LETTER AND VIDEOS FROM STUDENTS
{ STUDENT PARTICIPATION IN PRESENTATIONS AND MEET-AND-GREETS
{ ONE-TO-ONE INTERACTIONS BETWEEN DAVIDSON’S MAJOR GIFT OFFICERS AND PROSPECTIVE DONORS
{ STAFF-TO-PROSPECT INTERACTIONS, CREATIVE PROPOSALS, AND NEGOTIATIONS SUPPORT PLANNED GIVING AND MAJOR GIFTS FROM CORPORATIONS AND FOUNDATIONS
{ RECOGNITION FOR TOP DONORS FROM NE ULTRA SOCIETY, OUR LEADERSHIP GIVING SOCIETY, INCLUDES BENEFITS FROM EXCLUSIVE COMMUNICATIONS TO CUSTOM PHOTO BOOKS.
STEADY FREDDIES
OUR MESSAGING FORMULA
40% = WHY GIVE
40% = WHY CONTINUE TO GIVE
20% = CALL TO ACTION
GIVING POTENTIAL
CONTRIBUTION STYLE
Annual, consistent contributors demonstrate loyalty with reliable giving but have room for inspiration with spirited, spontaneous, and increased efforts.
PARTICIPATION & INVOLVEMENT
As part of the active Davidson professional alumni network, these participants are willing to reach out to their own alumni circles and peers to personally carve out opportunities, internships, and mentorships for current students.
CORE MESSAGING MOTIVE
Continue to expand the impact of your #DAVIDSONTRUE giving.
SHORT-FORM MESSAGING
The true gifts of Davidson lie within. Let’s continue to help them radiate outward.
Deep sincerity. Intellectual bravery. Unquestioned integrity. Fundamental decency. These are enduring virtues of the Davidson experience. When you support the smart, driven, and kind individuals within our student body, you are investing in the humanity and integrity of future leaders. We thank you for your support of current students who stand proudly on your shoulders. Now it’s once again time to make #DavidsonTrue impact by giving back. #DAVIDSONTRUE gifts make #DAVIDSONTRUE impact. GIVE TODAY.
CORE CAMPAIGN ELEMENT
#DAVIDSONTRUE
RECOMMENDED OUTREACH METHODS
~ DEDICATED EMAILS FROM ANNUAL GIVING OFFICERS
~ SOCIAL MEDIA FROM ANNUAL GIVING OFFICERS
~ SMS TEXT (ONE-DAY GIVING CHALLENGE, END OF CALENDAR YEAR, END OF FISCAL YEAR) FROM ANNUAL GIVING OFFICERS
~ DIRECT MAIL (2X YEAR PER DEPT.)
LONG-FORM MESSAGING
The true gifts of Davidson lie within. Once you’ve experienced Davidson, you know first-hand how deeply the benefits run. Together, we have all grown by experiencing a way of being—defined by deep sincerity, intellectual bravery, unquestioned integrity, fundamental decency. This is the foundation that makes the Davidson experience a true examination of self and world.
Continue your #DAVIDSONTRUE impact today. You have shown sincere gratitude for your Davidson experience. We thank you for your support of current students who stand proudly on your shoulders. The gifts Davidson gives us make true impact on all of our lives. Our careers. Our futures. And now it’s once again time to make #DAVIDSONTRUE impact by giving back.
#DAVIDSONTRUE gifts make #DAVIDSONTRUE impact. GIVE TODAY.
~ PEER-TO-PEER OUTREACH (ANNUAL GIVING)
~ EVENT INVITATIONS
~ ALUMNI CHAPTER PRESENTATIONS
~ THANK-YOU LETTER AND VIDEOS FROM STUDENTS
~ STUDENT PARTICIPATION IN PRESENTATIONS AND MEET-AND-GREETS
{ ONE-TO-ONE INTERACTIONS BETWEEN DAVIDSON’S MAJOR GIFT OFFICERS AND PROSPECTIVE DONORS
{ STAFF-TO-PROSPECT INTERACTIONS, CREATIVE PROPOSALS, AND NEGOTIATIONS SUPPORT PLANNED GIVING AND MAJOR GIFTS FROM CORPORATIONS AND FOUNDATIONS
{ RECOGNITION FOR TOP DONORS FROM NE ULTRA SOCIETY, OUR LEADERSHIP GIVING SOCIETY, INCLUDES BENEFITS FROM EXCLUSIVE COMMUNICATIONS TO CUSTOM PHOTO BOOKS.
WEALTHY WANDAS
OUR MESSAGING FORMULA
60% = THANK YOU FOR ALL THAT YOU GIVE
GIVING POTENTIAL
CONTRIBUTION STYLE
High-wealth individuals have the power to fund capital campaigns and influence major campus infrastructure and initiatives.
PARTICIPATION & INVOLVEMENT
Regional pull extends to highly involved alumni who frequently attend fundraising and campus events.
CORE MESSAGING MOTIVE
You are the driving force of #DAVIDSONTRUE giving.
SHORT-FORM MESSAGING
The impact Davidson makes on the world grows because of you.
You have shown your support for the smart, driven, and kind individuals within our student body today. As a result, you have generously invested in the humanity and integrity of leadership today. Integrity. Curiosity. Empathy. We all stand to benefit from the humane instincts and disciplined, creative minds that Davidson cultivates. Let’s continue to help it radiate outward.
#DAVIDSONTRUE gifts make #DAVIDSONTRUE impact. Talk to us today about the next level of giving back.
CORE CAMPAIGN ELEMENT
#DAVIDSONTRUE
RECOMMENDED OUTREACH METHODS
~ DEDICATED EMAILS FROM ANNUAL GIVING OFFICERS
~ SOCIAL MEDIA FROM ANNUAL GIVING OFFICERS
~ SMS TEXT (ONE-DAY GIVING CHALLENGE, END OF CALENDAR YEAR, END OF FISCAL YEAR) FROM ANNUAL GIVING OFFICERS
~ DIRECT MAIL (2X YEAR PER DEPT.)
30% = WHY YOU SHOULD CONTINUE
10% = CALL TO ACTION
LONG-FORM MESSAGING
Davidson’s impact grows because of you. You have shown your support for the smart, driven, and kind individuals within our student body today. As a result, you have generously invested in the humanity and integrity of leadership today. Integrity. Curiosity. Empathy. These enduring features of the Davidson experience—as well as core qualities of those who lead and serve in life. We all stand to benefit from the humane instincts and disciplined, creative minds that Davidson cultivates.
Let’s continue to help it radiate outward.
Our current students stand proudly on your shoulders. The gifts the Davidson experience provides for us all make true impact on our lives. Our careers. Our futures. And every fiber of our being. Your giving creates momentum for growth here, and the possibilities are infinite.
#DAVIDSONTRUE gifts make #DAVIDSONTRUE impact. Talk to us today about the next level of giving back.
~ PEER-TO-PEER OUTREACH (ANNUAL GIVING)
~ EVENT INVITATIONS
~ ALUMNI CHAPTER PRESENTATIONS
~ THANK-YOU LETTER AND VIDEOS FROM STUDENTS
~ STUDENT PARTICIPATION IN PRESENTATIONS AND MEET-AND-GREETS
~ ONE-TO-ONE INTERACTIONS BETWEEN DAVIDSON’S MAJOR GIFT OFFICERS AND PROSPECTIVE DONORS
~ STAFF-TO-PROSPECT INTERACTIONS, CREATIVE PROPOSALS, AND NEGOTIATIONS SUPPORT PLANNED GIVING AND MAJOR GIFTS FROM CORPORATIONS AND FOUNDATIONS
~ RECOGNITION FOR TOP DONORS FROM NE ULTRA SOCIETY, OUR LEADERSHIP GIVING SOCIETY, INCLUDES BENEFITS FROM EXCLUSIVE COMMUNICATIONS TO CUSTOM PHOTO BOOKS.
