Advancement Communications
Annual Gala & Donor Experience
Leading the communications strategy and donor experience for the Haslam College of Business signature giving events — from executive invitations to multi-channel stewardship.
Overview
The Annual Gala is the Haslam College of Business’s flagship advancement event — the moment each year when alumni, corporate partners, and university leadership gather to recognize impact and invest in the college’s future. As Director of Communications and Donor Experience, I own the strategy behind how that story is told, from the first save-the-date to the stewardship that follows the last thank-you.
Challenge
A signature event has to do two things at once: feel personal to every donor and operate with institutional precision. Executive invitations, partnership tiers, reply mechanisms, and post-event stewardship are often produced piecemeal — which dilutes the brand and the donor’s sense of being known. The goal was a single, cohesive donor experience that reflected the prestige of the college and made giving feel effortless and meaningful.
Strategy
I built the gala communications as one connected journey rather than a set of deliverables. Every touchpoint — invitation, partnership prospectus, reply card, on-site materials, and stewardship follow-up — was designed within a unified event identity and sequenced around the donor’s decision to participate. Corporate partnership tiers were framed around recognition and visibility, making the value exchange clear to prospective sponsors and their leadership.
Execution
- Designed the save-the-date and partnership invitation, presenting Event and Table partner tiers with clear benefits and a direct path to the advancement office.
- Produced executive-level invitations on behalf of the Dean’s office for high-touch donor moments, including private leadership luncheons.
- Coordinated reply and on-site collateral so every piece read as part of one refined system.
- Extended the relationship past the event with stewardship pieces — student testimonials and custom campus illustrations — that connect a donor’s generosity to tangible student outcomes.
Impact
The result is a donor experience that feels intentional from first impression to final thank-you. By treating advancement communications as one strategic narrative — and translating institutional priorities into clear, compelling reasons to give — the college’s signature events present a consistent, elevated brand and a stronger case for support.
The work