Thomas Jefferson University and Thomas Jefferson University Hospital: Improving an Annual Fund Program
Philadelphia, PA

Client Challenge
Thomas Jefferson University is one of the premier medical colleges in the Philadelphia region—and the country. Thomas Jefferson University Hospital is no less noteworthy, attracting top clinicians and serving hundreds of thousands of patients with superior patient care and leading-edge treatment a year.

Jefferson is fortunate to have a committed base of medical college alumni and a modest group of dedicated patients who help support the institution’s mission. For many years, these loyal donors, along with an effective major gifts department, provided Jefferson with critical resources needed to grow its fundraising program.

In recent years, however, alumni giving has been eroding. And Jefferson was faced with the need to expand its base of philanthropic support and engage these new donors in its larger mission. Therefore, Jefferson set out to dramatically improve its Annual Fund program.

Schultz & Williams Approach
Schultz & Williams (S&W) first conducted a full audit of Jefferson’s Annual Fund program, including a comprehensive database analysis, which allowed us to better understand the current giving environment and intricacies involved in conducting the program.

Following the audit, S&W created a customized and robust Annual Fund plan that included an effective communications strategy directed at targeted audience segments. We focused on key annual giving areas such as case for support, outreach schedules, contact methods, upgrading opportunities and reporting.

Jefferson then engaged S&W to oversee the plan’s implementation, provide support to its Annual Fund staff, ensure Jefferson was meeting key benchmarks and, modify the program as needs and situations changed.

Results
Since executing the plan, Jefferson has achieved a 10% increase in its Annual Fund revenue—during one of the most difficult fundraising climates in years.

A more robust solicitation schedule, improved creative, and aggressive second gift and upgrade strategies led to both increased alumni giving and patient support in 2009. Jefferson was able to stop the erosion of alumni support and improved alumni revenue by 6%. Jefferson is realizing an even greater improvement from its grateful patient population, increasing the number of donors by 18% and revenue by nearly 11%.

By methodically working the plan, regularly reviewing results and benchmarks, and adjusting solicitation strategies as needed, Jefferson is raising more revenue and, more important, building the depth of its prospect pool for expanded fundraising opportunities in the months and years ahead.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.