Member Spotlight: Susan Cole

Name: Susan Cole
Institution: Mount Allison University
Position: Donor Relations Officer
ADRP member for almost 3 years

How long have you worked in donor relations/stewardship and how did you get involved in this profession?

My background is in sales and customer service, and although these seem unrelated, they are actually very similar. I have worked at Mount Allison University for almost ten years. I started as the assistant to the Vice-President of Advancement. She taught me so much about philanthropy, major donors, and stewardship. Heading towards a new campaign, the need for a Donor Relations Officer was evident, and I jumped at the chance. I started as Mount Allison’s Donor Relations Officer in October of 2018. I take great pride in my work and strive to do better every day. It is a busy job, but there is nowhere else I would rather be right now.

Could you tell us something about the organization you work for?

Mount Allison University is a small university in Sackville, New Brunswick. It has been ranked Canada’s #1 undergraduate university by Maclean’s magazine more times than any other university. Our student body is around 2,100, with students coming from 50 countries around the world. Our student-to-faculty ratio is small; we offer 5 degree options with over 40 programs of study. Our Advancement team works tirelessly, behind the scenes, to engage alumni, communicate within and outside of the University, research prospects and cultivate them, and on stewardship and expressing gratitude.

What do you like most about being a member of the ADRP?

I consult the Hub and blogs about best practices and to get ideas for stewardship—the resources are excellent. I also enjoy the webinars that offer advice and ideas for stewardship. One day I hope to attend the ADRP Annual Conference!

What is your greatest donor relations/stewardship achievement?

Preparing and sending out over 700 personalized stewardship reports each year—by myself—is a herculean task, but I am most proud of creating “Thank you Day at Mount A.” This event, held on International Thank You Day (January 11) not only spreads awareness about philanthropy to students, but helps me collect many hand-written thank-you notes for donors to scholarships, bursaries, and internships. Donors love to receive these with their stewardship reports in the fall. I would estimate that the number of student thank-you notes and letters that I receive now has doubled since Thank You Day at Mount A has been established. Watch an inspiring video about Thank You Day at Mount A.

How big a role does the use of social media play in your work?

I think social media is more important now than ever. Sharing stories and keeping our alumni informed is key. With so many other things to think about, donors can lose sight of their philanthropic goals or commitments to post-secondary institutions. Keeping the information and news about Mount Allison flowing in short bursts of communication on social medial keeps the level of engagement high. 

Our Communications team puts out many messages. My goal is to make sure the donors’ names are mentioned in every student story, that anniversaries and donor stories are shared, and that donor gifts are celebrated and announced. Behind almost every student success, there is a donor story to be told.

What is the most important professional goal you are currently pursuing, i.e., attaining a degree, preparing to give a presentation, launching an initiative at work or in your community, etc.?

I am considering CFRE and or PMP designations in the future but am focusing on learning to fully utilize our database and to improve my report writing skills right now. There is so much to learn and so little time!

What has been your biggest work challenge during Covid-19?

Everything is a challenge during Covid-19! Working from home became more of a challenge when the time for donor reporting approached. We are behind in saving documents electronically, so all my donor files and fund files were at the office. I am back in the office now, but many of our staff are not, so my new challenge is to get responses in a timely manner. I am sure you know that when you are in the middle of a donor report, you want answers now!

With cancelled donor appreciations events, I have had to shift to ways of expressing gratitude virtually, in writing, or through student messages and photos. Although face-to-face stewardship is the best, donors seem to appreciate our efforts.

Getting students back to class safely has been Mount Allison’s number one priority, and I am very proud of the communications, initiatives, additional fundraising efforts, and blended learning we have pulled off in the past few months.

Is there a resource, i.e., book, blog, website, etc., that you would recommend to other ADRP members?

I consult many different websites, attend as many webinars, and live blogs as I can. Of particular interest, over the summer, Lynn Wester’s Facebook Live broadcasts (Donor Relations Guru) were fun, informative, and supportive. CCAE (Canadian Council for the Advancement of Education) is a great resource, as well.

What is the best piece of professional advice you have ever received?

Don’t ever stop learning and growing as a person. Be kind to people and treat people like you would want to be treated. Take responsibility for your life—yours is the only life you will have control over ever. And be grateful.

Are there any particular stories, insights, etc., from your experiences in donor relations and stewardship that you would like to share with our colleagues?

Be detail-oriented. You can spend a lot of money on events, meals, etc., to impress donors, but it is the small personal touches that really leave a lasting impression and create the emotional responses you desire. Donors to post-secondary institutions are concerned about the students, so bring the students into events, videos, and communications. Create opportunities for donors to speak to or meet the students that they support and tell the best student stories.

I have also found that building relationships with faculty, staff, and administrative people really helps to get you what you need to help with cultivation and stewardship.

To see a tear in the eye of a major donor after pulling off a spectacular stewardship event is such a wonderful feeling. However, remember that you did not pull it off on your own—be sure to thank everyone who was involved from the President to the serving staff.