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(Re)imagining giving societies: The case study of Moravian University
Journal of Education Advancement & Marketing,
8
(3),
282-295
(2023)
Abstract
In this paper, the authors describe Moravian University's efforts to create and enhance several giving societies over the past three years. The COVID-19 pandemic provided an opportunity to reach out to the university's supporters with new ideas to engage and cultivate them in novel ways. For the three newly created giving societies — for families, women and lifetime giving — the authors provide the underlying reasoning for their creation, how they were named and built and how members are recruited and stewarded. The reasons for enhancing two existing societies — for leadership giving and planned giving — is also described, with specific details provided on the changes and how they were implemented. The authors offer several key takeaways from their experience, from conducting research and finding a champion to using institutional history or points of pride and being patient.
Keywords: giving society; family philanthropy; women in philanthropy; lifetime giving; leadership giving; planned giving
The full article is available to subscribers to the journal.
Author's Biography
Robert E. Breckinridge is the Assistant Vice President of Development at Moravian University, overseeing the frontline fundraising team. His own focus is institutional fundraising, which he has done for over 15 years. He previously worked in corporate and foundation relations at the College of William & Mary and Mount Aloysius College. Prior to working in development, Robert led an adult and continuing education programme and served as a full-time faculty member. He earned a Bachelor of Arts in political science from the University at Albany, a Master of Arts in international studies from the University of South Carolina, and a PhD in political science from the University of Maryland.
Luke Smith is the Director of Development at Moravian University. He is a frontline fundraiser, managing a portfolio of approximately 150 donors, and has shared responsibility for the team's planned giving efforts. Luke manages a team of three individuals, including two leadership gift officers and a philanthropy coordinator. He has worked in development for eight years at his alma mater, beginning in the annual fund and progressing into major gifts. Prior to working in development, he spent four years in banking as a credit analyst. He earned a Bachelor of Arts degree in business management from Moravian University.
Jessica Weaver serves as the Family Philanthropy Officer at Moravian University. Before her time at Moravian, she served in family philanthropy positions at Muhlenberg College and at her alma mater, Lehigh University, where she started her career in higher education in 2007. Jessica joined Moravian University in 2020 and established the Zinzendorf Family Fellows, a philanthropic giving society comprised of families dedicated to supporting Moravian philanthropically. She earned a Bachelor of Arts in political science and a Master of Arts in political science, both from Lehigh University.
Marissa Zondag is a leadership gift officer and director of the Moravian Leadership Council at Moravian University, where she also leads the institution's women in philanthropy initiative. She serves as a frontline fundraiser and works with a portfolio of 150+ donors on a variety of ways to support Moravian. Marissa has worked in higher education since 2016, beginning her career at Muhlenberg College in the annual fund and has spent her entire professional career in non-profits, working in health care and in arts and culture. She graduated from Moravian University with a Bachelor of Arts degree in history and art history.
