Fundraising Campaigns

Effective Date:
Last Updated: 06/03/2014
Policy Owner: Coyle, Cindy

Comprehensive Campaigns

University-wide comprehensive campaigns are formulated, planned and conducted periodically to help provide the financial resources needed to fulfill the University's mission. Comprehensive campaigns are guided by the institution's strategic plan and are conducted by the University with the assistance and collaboration of the University of Georgia Foundation.

Campaigns within Schools/Colleges/Units

All requests by Schools, Colleges, or other Campus Units to conduct an organized campaign designed to be executed over multiple years with a publicly announced goal objective to secure private contributions for facilities, endowment, programmatic or other support must be submitted to the Vice President for Development and Alumni Relations for endorsement and to the President and Vice President for approval. This policy is not intended to address established, ongoing fundraising activities within the School, College or Unit level.

If the proposed campaign involves a building/renovation project, approvals for incorporating such project into the Campus Master Plan must be obtained through the Office of the Vice President for Finance and Administration prior to submission of the campaign proposal to the Office of the Vice President for Development and Alumni Relations. The Office of University Architects is available to advise on the Campus Master Plan process.

Requests to conduct campaigns shall be submitted in two phases.

The general information to be provided in Phase I of the request to the Vice President for Development and Alumni Relations shall include:

1) The purpose and case for the campaign and a statement of how the campaign comports with the University's Strategic Plan and the School/College/Unit's 5-year Program Plan (submitted to Vice President for Academic Affairs and Provost).

2) The specific objectives and financial goal of the campaign as well as projected timetable for the phases of the campaign.

3) An internal summary of the feasibility for success of the campaign, based on assessments by the Dean/Director/VP of the requesting unit, in consultation with the University's Development Office.

4) A list of names for proposed campaign volunteer leadership and a statement regarding readiness of the volunteer board (or plans for creating readiness).

5) A campaign budget that describes how campaign expenses will be funded.

If the request receives Phase I approval, the School, College or Unit should proceed with a formal feasibility study and then submit the results of that study as Phase II of the request to the Vice President for Development and Alumni Relations. The full request will be presented to the President and the University's Vice Presidents for approval.

Following approval of the campaign, the Dean/Director/VP of the School, College or Unit will coordinate campaign efforts, including work with outside consultants, with the Office of Development. All campaign fundraising activities shall conform with the University's fundraising policies and procedures including standard campaign counting principles.

Annual Solicitation Campaigns: The Georgia Fund

Ongoing solicitations for support in a fiscal year cycle on behalf of the University, its Schools, Colleges and other Units are coordinated by the Office of Annual and Special Giving (ASG). ASG defines annual giving as all current gifts attributable to annual solicitation efforts. Gifts are typically less than $10,000, repeatable in nature, and are not payments made on major gift pledges. Pledges for annual support are fulfilled within the current fiscal year.

The Georgia Fund is the overarching annual giving program. Georgia Fund Gifts may be designated for a specific fund or used for unrestricted campus-wide purposes. Georgia Fund solicitations are generally conducted through direct marketing (mail, phone, email, advertising and special events) and through individual solicitation.

In order to provide the most effective program with both personnel and operating resources, the following policies apply:

1) ASG will conduct phone campaigns on behalf of the Schools, Colleges, special Units, and the University's general needs. Priority and scheduling will be determined by ASG.

2) ASG will honor requests for use of the UGA Calling Center by any School, College, or Unit when submitted and approved by ASG subject to guidelines and compatibility within the overall fundraising plan.

3) Fundraising direct marketing campaigns, unless approved by ASG, will not be conducted elsewhere on campus or through outside private or volunteer contractors.

4) ASG will coordinate all direct marketing solicitations for the general support of UGA. Schools, Colleges and Units should clear their direct marketing fundraising solicitations through ASG to limit redundancy and confusion among prospects.

5) ASG staff are available to work in a consulting role with Schools, Colleges and Units participating in direct marketing solicitations. ASG will advise on aspects of solicitation including copy writing, script development, layout, design, paper, printing, timing, adherence to postal regulations, and other University of Georgia Foundation standards.

6) Schools, Colleges and Units should provide ASG with samples of all direct marketing solicitations and respective backup data including total number of prospects, appeal tracking code, cost per piece and postage costs.

7) Upon request and when supplies are available, ASG may provide solicitation materials (pledge cards, return envelopes, gift processing forms, etc.) in limited quantities for School, College and Unit campaigns.

8) Schools, Colleges and Units will direct all data requests for solicitation lists to the Division of Development and Alumni Relations Information Technology department.

9) ASG will evaluate all known direct marketing solicitations for effectiveness, efficiency and overall quality. Periodic status reports will be provided to the appropriate School, College or Unit along with a detailed year-end analysis for use in suggesting enhancements for future efforts.

10) ASG will charge all costs incurred on behalf of a School, College or Unit to those parties. Statements of these charges will be sent to the appropriate fund administrators.

11) ASG will determine and publish the known annual solicitation schedules and strategies for all constituencies.