Tian Ming | Jan. 31, 2008
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| Photo by Tian Ming |
| IU Foundation’s Barbara Coffman used an easel to write the major points of donor development: identify, inform, involve, invest and stewardship. |
“This building got a renovation in 2000,” Coffman said to students in the class. “We wanted it to be more beautiful, because the way you present yourself is what you perceive.”
The room is dedicated to the former IU president Herman B Wells.
“Wells served as chair of the board for decades and he was a master of public relations,” Coffman said. “He would often walk past Ballantine Hall and ask students questions like ‘Where are you from?’ and ‘Who is your favorite professor?’”
Coffman and her team are responsible for raising funds for the university, and for this, she relies on public relations principles.
“Public relations is building the mutually beneficial relationships upon which success and failure depends,” she said.
“When we talk to donors, we never say ‘please give us some money,’” said Coffman. “Instead, we help people realize that by making a gift, they can accomplish what they want to do but cannot do by themselves. Sometimes, the wishes are as simple as wanting someone to get education.”
She identifies the donor development process as four I’s and the S: identify, inform, involve, invest and stewardship. She explained how the foundation identifies prospective donors, informs them, gets them to participate, makes them happy to donate and spends the money responsibly.
To make the full use of the money, the foundation invests so that the interest keeps rising. Normally, the principal stays intact. The earnings, after paying out 1 percent for investment management and 3 percent for offsetting inflation, are used for various payment activities, including financial aid and building decorations.
Students, especially those who receive financial aid, were interested in learning about the fundraising process.
“I think Barbara has lots of experience about fundraising and investment,” said graduate student Anas Alahmed, who has a scholarship from the School of Journalism. “She has a good method to tempt the donor.”
Instructor Beth Wood asked Coffman how the four-step PR process was applied in a fundraising setting. Coffman described her usual style by writing down key notes on an easel: research, planning, action and evaluation.
“The team looks into tons of materials, which we speculate on, the donation environment and determine various objectives,” she said. Strategizing the best way to reach the goal is pivotal, for this directly influences the final result, she added.
Finally, the team evaluates what they learn from this project. The foundation surveys donors and focus groups and analyzes the results.
“We will have a better start next time,” she said, while marking an arrow to the research section on the easel.
Some students made notes on Coffman’s advice.
“I just got information for how to offer and introduce your organization on the public,” said graduate student Xin Jin. “And the four-step process can be applied to other PR campaigns as well.”
