Big Impact, Big Results

As a Donor Relations professional in a university setting, I don’t always get to see the immediate results of donor stewardship. I strive to achieve the best practices, such as showing gratitude, impact and long-term results, but donor response is not always immediately quantitative.

Suit Up, an annual event begun just three years ago with JCPenney, is one of those quantitative exceptions that already is proving fruitful for both donor and student recipient. For one Sunday evening in August, just after the start of fall classes, the local JCPenney store gives students the opportunity to shop for professional attire at up to 70 percent off.

We also fundraise for scholarships in the form of gift cards which allow students to shop at no charge. Two years ago, gift cards totaling $6,000 went to 40 scholarship recipients, and 53 gift cards of more than $8,000 were awarded in 2016. The 2017 scholarship goal is 65 gift cards of more than $10,000.

Suit Up, as a new event, did not have a “built-in” prospect base for fundraising, so the program depended on properly and effectively stewarding donors from the beginning. Predetermining stewardship guidelines was important, and current levels are based on giving:

  • $1 -- $99 student thank you note and photo card
  • $100 -- $500 student thank you note, photo card and short impact report
  • $501 -- Up student thank you note, photo book and long impact report

Scholarship students write personal thank you notes to individual donors describing their university level, hometown, career aspirations and what a professional wardrobe will mean to them.

Impact reports include figures on dollars spent (scholarships, transportation, advertising), student attendance totals, breakdowns by major and university level, and impact quotes from attendees.

Corporate sponsors value the report since it gives information on the event and also data supporting their return on investment and social responsibility.

Finally, the photo books are effective in showing donors the excitement and fun surrounding Suit Up. Past pictures have included students spelling out “thank you” with large letters and a photo collage of students and corporate sponsors.

One sponsor, Cintas Corporation, displays its Suit Up photo book in its main office so that visitors can learn about the philanthropic side of the company.

Sooner Parents Club, a major contributor to Suit Up, has increased its investment each year. The parent group gave $500 in 2015, quadrupled its gift to $2,000 in 2016 and has pledged $3,000 this year. The stewardship packet was the main reason for increasing its donation, said the Sooner Parents Club president. Members of the committee enjoyed seeing the outcome of the event and hearing from the students who benefited from the club’s gift.

As preparations begin for 2017, I am confident of the future participation of the individuals, corporations and foundations that make Suit Up a success. Through the stewardship process, these essential partners know that their gifts are making an impact on student lives.

Sharon Alexander
Director of Stewardship and Donor Relations
College of Arts and Sciences
The University of Oklahoma