This Comprehensive Advancement Plan for Georgia Southwestern State University provides the foundation for the advancement program through the Centennial Year 2006.
The major goals of this plan include:
- Identification and documentation of the major needs or categories of needs of the University
- Continuous building of all components of a comprehensive advancement plan for GSW through 2006
- Annual increases in the funds generated by the annual fund, major gift solicitations, planned gifts, and other components of the program;
- Expansion of the GSW alumni program to include regional receptions, alumni chapters, and enhanced alumni communication programs.
- Development of a comprehensive marketing plan for GSW, including electronic and print advertising, coordinated publication, and policies regarding logos and other symbols.
- Development or expansion of the key components needed to achieve a successful centennial celebration in 2006, including a capital campaign or major gift initiative.
Strategies are provided for undertaking a needs assessment, developing case statements, and providing either the basis for an expansion of the annual fund activities, major special events, major gift initiatives, planned giving, and a capital campaign. Strategies also address alumni relations, public relations, advertising, community relations, and governmental relations.
Annual fund programs are designed to identify new donors, move current donors into higher giving levels, and generate annual support for the University's priority needs. Activities include phonathons, mailings, and payroll deduction.
Although major events involve a high level of labor, the plan recommends an annual awards dinner which, over a period of time, will develop into a major annual event for the region and increase corporate support of the University. Homecoming will remain a focal point for increasing alumni involvement with the University. Other smaller events may be held as interest warrants the investment in time or if an external group will support the event.
Major potential donor cultivation and major gift solicitation is a key component of the advancement plan for the University. It is recommended that several major gift initiatives develop as a prelude to or as components of the initial phase of a capital campaign.
This plan establishes a planned giving program as the primary source for future gifts. The program includes quarterly financial planning seminars, a planned giving society, a newsletter, and other marketing activities.
As the University approaches its Centennial in 2006, a capital campaign is an obvious element in this plan. A feasibility study will be conducted by a consulting firm in 1998. Information from the study will be analyzed before a campaign timetable, structure, and goal are determined.
This plan also includes the framework for a comprehensive advertising/public relations/recruitment program, creation of alumni chapters and a more involved alumni association, formation of a research and development corporation to manage grant funds, and development of a major Centennial celebration.
The University community, its constituents groups, their boards of directors, and the broader community are all critical to the success of the University's advancement plan. University Relations provides the primary coordination and support for these efforts, but each individual, their contacts, their own support, and their positive messages about GSW are critical to the future of this "caring community of learning."