Naming Opportunity Strategy | CU Anschutz Medical Campus
"The philosophical importance of storytelling to and about donors is the value add from the Heurista team. When you have that as a core, it makes the outcome more impactful for the institution and the benefactors.”
– Scott Arthur
Vice Chancellor for Advancement
University of Colorado Anschutz Medical Campus
Aurora ,CO
The University of Colorado Anschutz Medical Campus faces a number of circumstances shared by other large or expanding institutions. The campus is growing rapidly, is actively seeking high-level philanthropic support that will warrant significant naming opportunities and must coordinate the points of view of many different stakeholders. Fundraisers must operate under guidelines that govern the entire university system. University Advancement wants to expedite and justify donor recognition design decisions and coordinate recognition strategy between the university, the two hospitals and the growing number of other entities who share the campus.
Heurista was selected to provide consultation and design for comprehensive recognition standards to guide naming opportunities and forecast plans for cumulative and planned giving. This work involved a detailed audit of all university facilities, tours of the hospitals, visits to other local institutions and a survey of peer organizations across the country. The work resulted in improved processes for valuing and formalizing naming opportunities and a comprehensive package of design directives for donor recognition product.
A detailed design guide includes:
• Directives for destination graphics for individual naming opportunities
• Grouped units for recognizing non-facility namings such as scholarships,
faculty positions and programs
• Exterior sign solutions
• Detailed workflows for developing content
• Donor story development and use/reuse strategies
Above: Naming opportunities of the Research, Academics and Scholarships displays.
The scope of work on Heurista’s end involved:
detailed auditing of all university facilities
tours of the two hospitals that share the campus
visits to other local institutions
a survey of peer organizations across the country
Results:
improved processes for valuing and formalizing naming opportunities
A detailed design guide that includes directives for destination graphics for individual naming opportunities
grouped units for recognizing non-facility based namings
exterior sign solutions and detailed workflows for developing content
Moving forward, implementation will be a shared effort between the Advancement and Facilities teams. Consultation included priorities, suggested schedules and budgets. Vendor selection will be consolidated and record keeping within the donor database management system will be improved. This comprehensive approach to donor recognition will position CU Anschutz as a leader within the university system.
POST WRITTEN BY ANNE MANNER - MCLARTY · OCTOBER 2015