Husky Loyal is the University of Washington’s latest gift club recognizing donors based on how long they have been giving to the university.
As part of my role as a program officer, I played a key part in the creation of the program which recognizes around 30,000 loyal donors .
Here is a list of what I specifically did while creating the program:
- Completed in-depth research into UW donors and other universities’ loyalty programs. Wrote the research into a 20 page report that served as the basis for the program.
- Created business rules for the program that outlined who would and wouldn’t be included in the audience.
- Wrote the communications plan for the program, outlining what donors would receive and when.
- Managed the relationship with a marketing agency hired to help create the brand identity of the program.
- Coordinated internal subject matter experts to ensure they gave input and feedback on crucial elements of the program.
- Gave input and feedback to the agency around naming, branding (logos), and messaging.
- Wrote a survey sent to more than 100,000 donors to inform the messaging of the program, ensuring we were recognizing donors in the way they wanted to be.
- Presented the program to internal stakeholders to get buy-in for the program and ensure leadership were up to date with development progress.
- Worked with UW’s Information Management team to outline how the program worked and what changes would need to happen to our database to ensure it worked from a technical standpoint.
- Crafted case studies that showed how specific donors would be affected by the program.
Below is a photo of the Husky Loyal branding as part of a mailer sent out to members upon launch.
Dan Baird 