Small gift/public phase (2006-07)

Focuses on supplementing major gifts program with small gifts and widening the base of support through:
Continuation of Legacy Leaders Campaign (small-medium gifts)
Groundbreaking Event (cultivation and stewardship)
Lakin Family Plaza Campaign (lead gift in place, small-medium gifts)
Two Presidents Day (stewardship and lead and mid-sized gifts)
Homecoming 2006 (small-medium gifts)
Alumni Campaign (small gifts)
Web Updates (stewardship)
Fall 2006 Telethon (small gifts)
“Friends of Norm” (mid-sized gifts)
Lundgren Leader board (mid-sized gifts)
Emerald Foundation (lead gift)
Take Charge America Presentation (lead gift)
Kresge Challenge Campaign (lead gift and challenge)

Small Gift/Public Phase includes the following activities and milestones:

•  Continuation of the Legacy Leaders Campaign . Launched at Homecoming 2005, the Legacy Leaders Campaign has generated a great deal of interest from former and current professors, family members, alumni, members, and current students. So far, nearly 40 new donors have responded, some for the building and some for other programs. They are mostly making small gifts, but a number of these gifts are the first step in relationships that will, with careful stewardship, likely result in scholarship endowments, bequests, and other larger gifts in future.

•  Groundbreaking Event and Associated Media Coverage . The groundbreaking on May 9, 2006 gathered more than 200 alumni, friends, and donors to refresh interest in the campaign and generate new excitement over the building. The event included a donor dinner with student and architectural presentations and a naming ceremony for the new building, McClelland Park . Publicity materials included a postcard designed for the ceremony (7,000 copies printed). Publicity materials were partially underwritten by the building architect, SmithGroup, and refreshments were sponsored by Starbucks. The event was covered by the Arizona Daily Star , with a story titled "2 UA grads [John Norton and Norm McClelland] team to expand agriculture college." Dr. Shim followed up with a letter to 150 friends, alumni, and supporters, describing the event and asking recipients to mark their calendars for Homecoming 2006. The groundbreaking is also covered as a slideshow that can be viewed at the Campaign Cornerstones website. The June 2006 issue of Arizona Land & People, a glossy magazine published by the College of Agriculture and Life Sciences, featured the Norton School 's expansion and campaign plans in a two-page spread (7,500 print run).

•  Family Plaza Campaign . The Lakin Family Plaza , an outdoor feature of the new building and the first family plaza in the country, builds on the success of other themed plazas nationally and on the UA campus (UA Women's Plaza of Honor , UA Alumni Plaza). It has received a lead gift ($1M from the Lakin family). It will be featured during Homecoming 2006 and is a key element of our small gift campaign, with planned sales of benches, bricks, and tiles.

•  Homecoming (October) 2006 . The event's theme will be Celebrating Family and Children and it will feature a dramatic unveiling of the design of the Lakin Family Plaza . We will be cultivating donors with targeted mailings and personal approaches for other mid-range naming opportunities such as benches and trees as well as offering bricks for those who wish to make small gifts. There will be a hard hat tour and a building dedication, as well as smaller events for donors and prospects. The UA's recently retired former president, Peter Likins, has agreed to be the keynote speaker for a Homecoming luncheon. Dr. Likins, who is highly regarded and a very effective speaker, is likely a major draw for alumni.

•  Alumni Campaign . In the fall of 2006, the Alumni Council will launch a campaign among its members that we anticipate will bring in more than 100 small gifts. In the interim, alumni have not been neglected. For example, an alumni reception in March 2006 at Dr. Shim's home attracted 20 people and resulted in $5K in pledges. Also, Dr. Shim held a special reception for alumni in the San Francisco area. Invitations have been sent to all alumni who live within a 100 mile radius of the event site. Many recent retailing graduates live in the Bay area, and attendance is expected to be 15-20 individuals, all good prospects for small (brick) gifts.

•  Web Updates . The Campaign Cornerstones received a major update once the building rendering became available in summer of 2006, including a live construction web-cam ( http://www.fdc.arizona.edu/webcam/fcs.cfm ) and a groundbreaking slide show ( http://cals.arizona.edu/cornerstone/groundbreaking.html . Both links were sent to alumni who actively use e-mail.

•  2006 Telethon . In the next calling period, fall 2006, the Telephone Outreach Program will focus on requesting support for the building. All new small donors that have given to the campaign to date will be contacted and asked to step up their contributions.

Continue to Opening and Celebrating Phase