Bob Thomas on Blogger

Friday, October 23, 2020

6 Lessons Learned from My Time in Annual Giving

You Can’t Over ask in Direct Mail
Ask People to Give to What They Care About – Not to What You Need Them to Support
Don’t be Afraid to Innovate and Test New Ideas
Despite Recent Reports, Phone Solicitations are Not Dead
Make it Really Easy to Give
Let Yourself be Surprised

About Bob Thomas

A longtime strategic marketing professional, Bob Thomas holds responsibilities with Michigan State University (MSU) as the executive director of advancement marketing and communications. As such, Bob Thomas focuses on the design and implementation of University advancement and development initiatives, as well as strategic planning for fundraising newsletters and the MSU alumni magazine.

Mr. Thomas previously served as the university’s director of annual giving and marketing for five years and was tasked with providing direction for a full span of fundraising efforts. As the director of communications, marketing, and stewardship from 1998 to 2003, he set in place a marketing plan for the $1.2 billion capital campaign Advancing Knowledge - Transforming Lives. Overseeing stewardship functions, from donor recognition to gift acknowledgement, he also guided content development for the University Development website.

An MSU alumnus with a BA and an MBA, he gained early experience with General Motors - Oldsmobile in the 1990s as a market research analyst. He coordinated efforts with product business teams and assessed supplier research project proposals.