BUILDING BLOCKS FOR A SUCCESSFUL CAPITAL CAMPAIGN Strengthening
BUILDING BLOCKS FOR A SUCCESSFUL CAPITAL CAMPAIGN Strengthening Civil Society: NGO Advocacy Authors July 21/22, 2016 Meet The Author – 비영리 저자와의 만남 t
BUILDING BLOCKS FOR A SUCCESSFUL CAPITAL CAMPAIGN 시민사회역량강화 : 비영리저자와의 만남 July 21/22, 2016 Meet The Author – 비영리 저자와의 만남 t
JULIA INGRAHAM WALKER 30 years fundraising experience Formerly Vice President for Development at Tulane University in New Orleans LA Ran successful campaigns of $100 million, $125 M, & $250 M Independent Fundraising Consultant for 18 years Author of four AFP/Wiley books on major gifts and campaigns Specialize in Capital Campaigns and Major Gift fundraising Meet The Author – 비영리 저자와의 만남 t 3
PREPARING FOR YOUR CAPITAL CAMPAIGN Prepare for your capital Campaign by first building your fundraising capacity: 1. Create Leadership Annual Fund 2. Enhance Major Gifts 3. Strengthen your Planned Gift program Meet The Author – 비영리 저자와의 만남 t 5
LEADERSHIP ANNUAL FUND RAISE GIFTS OF $1, 000 TO $25, 000 Meet The Author – 비영리 저자와의 만남 7
CREATE A GIVING SOCIETY FOR $1000 TO $25, 000 ANNUAL DONORS Create some cachet around this level of giving by creating a $1000+ donor society or club Give the society a name and a logo Create special events and recognition for these donors Develop a separate volunteer committee to ask for these funds Ask the Board to give at this level first Meet The Author – 비영리 저자와의 만남 t 9
IDENTIFY NEW POTENTIAL FUNDING SOURCES Review lists with volunteers to find out who they know Look for donors lists to other nonprofits and cross reference Find Corporate links with your board members and donors Identify Foundation leaders and ask your Board to review the list Meet The Author – 비영리 저자와의 만남 t 11
SET DOLLAR LEVELS FOR GIFTS Example: Red Donor Circle is $1, 000 to $2, 499 White Donor Circle is $2500 to $4, 999 Blue Donor Circle is $5, 000 to $9, 999 Founders Circle is $10, 000 to $25, 000 Meet The Author – 비영리 저자와의 만남 t 13
TYPES OF RECOGNITION FOR $1000+ DONORS Hold an annual event at a special place Donor names displayed on a plaque/wall Publish names in an annual report and on line Report on these gifts at all Board meetings Create a special membership gift: lapel pin, hat, bag, tie or scarf Meet The Author – 비영리 저자와의 만남 t 15
TRAIN VOLUNTEERS Ask volunteers to make their own gift first Volunteers review prospect lists; add names, take assignments Volunteers sign letters, make calls on their prospects Report back to staff with all results, track contacts Volunteers thank donors, attend events Meet The Author – 비영리 저자와의 만남 t 17
WORKING WITH VOLUNTEERS: TIPS Provide training on your organization and how to ask Identify a chair or co-chairs for the committee Use chairs to solicit committee members Make it easy for them: provide past giving info, contact info Track assignments, contacts, and results Thank volunteers in a special way Meet The Author – 비영리 저자와의 만남 t 19
MAJOR GIFTS: FUNDRAISING FOR GIFTS OF $25, 000+ Meet The Author – 비영리 저자와의 만남 21
WHY DO MAJOR GIFT FUNDRAISING? Major Gift fundraising is the most cost-effective way to raise more money Use Leadership Annual Fund donors as base for Major Gift prospects Need for funds is continually increasing Best way to prepare for a future capital campaign Meet The Author – 비영리 저자와의 만남 t 23
GETTING READY FOR MAJOR GIFT FUNDRAISING Define a Major Gift for your organization Define your needs Create a recognition plan for larger gifts Include your Board in planning for a Major Gift program Define costs and long term results Hire and train staff, identify and train key volunteers Meet The Author – 비영리 저자와의 만남 t 25
HIRE MAJOR GIFT STAFF Hire someone who can speak to your mission Consider growing a MG officer from within Set monthly and quarterly goals Set goals based on activity as well as dollars Assign a specific number of prospects Consider bonus payment plan or other forms of incentives Meet The Author – 비영리 저자와의 만남 t 27
MAJOR GIFT PROGRAM = LONG TERM INVESTMENT Make your Board aware of the costs and benefits of a major gift program. It can take from 18 months to 3 years to close a gift of 6 or 7 figures. Train Board and Volunteers in Major Gift fundraising Review donor cycle with board and volunteers. 29
DONOR CYCLE Identification Provide Stewardship Qualification Cultivation and Engagement Secure the Gift Ask for the Gift Meet The Author – 비영리 저자와의 만남 t 31
FIND NEW MAJOR GIFT PROSPECTS Ask Board members and volunteers to review lists Use an electronic prospect screening service Identify relationships to key local corporations and foundations Hire or train a prospect research staff member Search local resources on line Meet The Author – 비영리 저자와의 만남 t 33
HOW TO CULTIVATE NEW PROSPECTS Offer a tour or open house at your organization Invite prospects for lunch w/ CEO Hold small group dinners at a special place Ask current donors to bring in someone they know Ask the donor to volunteer to help your agency Meet The Author – 비영리 저자와의 만남 t 35
PLANNED GIFTS Meet The Author – 비영리 저자와의 만남 37
THINKING ABOUT PLANNED GIFTS The planned giving donor is making a commitment to the future of your organization A planned gift is tied to the donor’s legacy Planned giving is a good match with endowment giving because both look to the future and both are long term Planned giving doesn’t affect the donor’s lifestyle; however, it may affect his heirs Meet The Author – 비영리 저자와의 만남 t 39
TYPES OF PLANNED GIFTS Bequests Trusts Gifts of Securities Real Estate and Property Life Insurance Retirement Assets Meet The Author – 비영리 저자와의 만남 t 41
ADVANTAGES OF BEQUESTS Allows the donor the use of the funds during his/her lifetime; The donor can give a portion of the estate away and still provide for his/her children or heirs; Provides a legacy for the donor; Provides a way for the family to honor someone who is deceased 43
MARKETING PLANNED GIVING Mail quarterly Planned Giving newsletter to donors over 50 Tell stories about people who made planned gifts in annual reports Add more info to your website Build a team of community experts who will assist with prospects and marketing Train your Board and staff to talk about planned gifts 45
CAPITAL CAMPAIGN BASICS Meet The Author – 비영리 저자와의 만남 47
GOAL SETTING FOR YOUR CAMPAIGN How much can you raise? Consider these factors: Feasibility Study results Number and depth of leadership Annual Fund donors Historic highest gifts levels Board giving capacity Capacity of current donor group Ability to attract new donors Staffing levels and experience Meet The Author – 비영리 저자와의 만남 t 49
CONDUCT A FEASIBILITY STUDY Interview your top 25 to 35 prospects Use a consultant or outside interviewer for objectivity Explain the purpose of the campaign Ask a set of questions about the prospect’s philanthropy and interests Determine their level of interest in the campaign Ask theoretically how much they would give Use the Study to cultivate your largest potential donors Meet The Author – 비영리 저자와의 만남 t 51
DEFINE INSTITUTIONAL NEEDS Agree on funding priorities internally Identify costs of construction/renovation, add interest on debt, fundraising costs Identify costs of new programs, staffing, & overhead required to open and maintain the new facility Secure the site before you start fundraising Make sure Board approves of the needs and the goal Meet The Author – 비영리 저자와의 만남 t 53
DEFINE THE TYPE OF CAMPAIGN YOU NEED Comprehensive campaign = capital, programs, endowment, annual fund Capital Campaign= buildings and equipment, some maintenance endowment Endowment Campaign= larger gifts to the endowment Idea: Add 20% endowment to all capital gifts Meet The Author – 비영리 저자와의 만남 t 55
SAMPLE CAPITAL CAMPAIGN GOAL Capital Construction $5, 000 Equipment/technology $ 500, 000 Program and Staffing $1, 000 Operations/maintenance $ 500, 000 ($100, 000 X 5 years) Endowment $2, 000 Total Campaign Goal $9, 000 57
Gift Range # of Gifts needed $$ Amount needed in each range $5, 000 1 $5, 000 $2, 500, 000 1 $2, 500, 000 $1, 000 2 $2, 000 $500, 000 2 $1, 000 $250, 000 4 $1, 000 $100, 000 10 $1, 000 $50, 000 20 $1, 000 $25, 000 24 $600, 000 $10, 000 40 $400, 000 Below $10, 000 many $500, 000 Totals 110 $15, 000 SAMPLE GIFT TABLE Meet The Author – 비영리 저자와의 만남 t 59
Gift Range # of Gifts needed $$ Amount needed in each range $5, 000 1 $5, 000 $2, 500, 000 1 $2, 500, 000 $1, 000 2 $2, 000 $500, 000 2 $1, 000 $250, 000 4 $1, 000 $100, 000 10 $1, 000 $50, 000 20 $1, 000 $25, 000 24 $600, 000 $10, 000 40 $400, 000 Below $10, 000 many $500, 000 Totals 110 $15, 000 예시 : 모금액 표 Meet The Author – 비영리 저자와의 만남 t 60
CAMPAIGN STRUCTURE Board and Development Committee Campaign Staff • CEO sets priorities • Cultivates and asks for gifts • Participates in setting strategies CEO Campaign Chairs and Campaign Committee Meet The Author – 비영리 저자와의 만남 t 61
ROLE OF CEO Set giving priorities and goals (with input from advancement) Lead the development of the case and related messaging Provide appropriate staffing and budget in advancement to meet goals Lead communication re priority needs with all constituencies Make calls/cultivate donors/ask for money Build a strong Board; develop good relationships with board members Motivate Board to help w/ advancement Meet The Author – 비영리 저자와의 만남 t 63
CAMPAIGN STRUCTURE • Board provides oversight, sets goals, approves policy • Approves campaign staffing, budget • 100% Board participation goal for giving to the campaign Board Advancement Staff CEO Campaign Chairs and Campaign Committee Meet The Author – 비영리 저자와의 만남 t 65
THE BOARD ROLE IN CAPITAL CAMPAIGN Board has to take ownership of the campaign: Provides leadership, approves policies, sets goals Does work--IDs prospects, cultivates, makes asks Provides money– 30 to 50% of the goal comes from the Board Insist on 100% participation in giving from the Board Builds momentum for support from the broader community Meet The Author – 비영리 저자와의 만남 t 67
HOW TO ENCOURAGE MORE BOARD/VOLUNTEER INVOLVEMENT Recruit strong Board members with experience giving and asking Choose strong leaders as your chairs for the Capital Campaign Use Board members to ask Board members to give Talk about Fundraising challenges and results at Board meetings Include the whole Board in Advancement, not just the Development committee Meet The Author – 비영리 저자와의 만남 t 69
CAMPAIGN STRUCTURE • Campaign Chairs make gifts, ask for gifts, lead the campaign • Committee members make gifts, ask for gifts, host events • 100% of Chairs and Committee members make gifts Board Advancement Staff CEO Campaign Chairs and Campaign Committee Meet The Author – 비영리 저자와의 만남 t 71
IDENTIFY AND RECRUIT CAMPAIGN CHAIRS What to Look for in Campaign Co-Chairs: Capacity to give a leadership gift Ability to reach new or important constituencies, e. g. national foundations or local corporations Experience in fundraising Preferably a Board member or former Board Highly respected and with strong integrity Personally committed to the cause Available to give time and energy to the effort Meet The Author – 비영리 저자와의 만남 t 73
CAMPAIGN STRUCTURE • Staff identifies prospects • Implements campaign activities • Tracks and records activity • Supports CEO & campaign committee members • Cultivates and asks for gifts Board and Dev. Committee Campaign Staff CEO Campaign Chairs and Campaign Committee Meet The Author – 비영리 저자와의 만남 t 75
ROLE OF ADVANCEMENT DIRECTOR AND STAFF Provide input into setting fundraising goals Develop communications plan and input to messaging Assess staffing levels and budget needed to meet goals Lead strategies for how to raise larger gifts Provide accurate reporting on progress to Board and CEO Staff all advancement work of CEO and Board volunteers Provide training and support as necessary Meet The Author – 비영리 저자와의 만남 t 77
STAFFING THE CAMPAIGN Positions to add: Campaign Director Major gifts officer(s))) Prospect researcher(s)) Planned giving officer Staff support: Proposal writer Communications director Volunteer coordinator Event planner Website designer and IT support Video provider Administrative staff 79
TIMETABLES AND PHASING 1. Consider a Phased Campaign: Phase I is for capital renovation; Phase II is for program and endowment 2. Use Quiet phase to test leadership giving levels; then readjust goal for Public Phase 3. Test a goal range for the Quiet Phase; e. g. talk about a range of $8 M to $10 M Meet The Author – 비영리 저자와의 만남 t 81
DEVELOP A TIMETABLE FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 Annual Fund Prepare for Capital Campaign Quiet Phase Year 1: Solicit Board and Leadership Gifts Annual Fund Quiet Phase year 2: Continue with Board and Lead gifts Annual Fund Public Phase Year 1: Hold Kickoff: Groundbreak -ing for new building Meet The Author – 비영리 저자와의 만남 t Annual Fund Public Phase Year 2: Finish the Campaign with gifts at all levels 83
BUILDING BLOCKS OF YOUR CASE FOR GIVING Focus is on educating and motivating your constituents: Why should I give? What’s special or unique about this project? How will the money be used? What will the outcomes be? What would happen without this project? Meet The Author – 비영리 저자와의 만남 t 85
THE COMMUNICATION PLAN Website section for Capital Campaign Modest Campaign Brochure for prospect calls and events Folder with printed materials and proposals for calls Video for Prospect calls, website, and events Email Campaign newsletter 4 X year Base: Weekly News Email, quarterly CEO letter, quarterly magazine, Annual Report, Annual Fund materials Meet The Author – 비영리 저자와의 만남 t 87
CAMPAIGN COMMUNICATIONS Printed materials Electronic materials Materials for Calls brochures website proposals invitations newsletters video Meet The Author – 비영리 저자와의 만남 t 89
CULTIVATION STRATEGIES FOR DONOR ENGAGEMENT Feature the donor in a publication or on your website Provide individual on site tours Engage them in the work of your organization Give them a special award at an event Ask for their advice Meet The Author – 비영리 저자와의 만남 t 91
USE SMALL GROUP EVENTS Choose a host with some prestige Ask host to call people to get them there Plan a short program to motivate donors Consider different times: Breakfast for business leaders; cocktail reception or dinner for couples Don’t ask them to make their gift at the event Use follow up visit to ask for the gift Meet The Author – 비영리 저자와의 만남 t 93
RAISING SIGHTS Raising Sights means building an expectation that bigger gifts will be forthcoming as part of your campaign plan. Focus on the top-end of the gift table with Board, campaign leaders, and early donors Largest gift should be at least 10% to 20% of goal External Naming of building = 30% to 50% of total cost Meet The Author – 비영리 저자와의 만남 t 95
STRATEGIES FOR RAISING LARGER GIFTS Celebrate your largest gifts publicly Solicit a challenge gift and use it to match gifts of a certain size or to match gifts from new donors Solicit your top prospects first to set the pace Develop a list of attractive naming options with prices Raise the minimum level of gifts on the donor plaque Meet The Author – 비영리 저자와의 만남 t 97
BLENDED GIVING Annual Gift Campaign Gift Planned Gift Meet The Author – 비영리 저자와의 만남 t 99
IN SUMMARY The Basics Needed for a Successful Campaign: q Strong leadership from the NGO, the Board, and the Campaign Chair(s) q Appropriate staff and budget devoted to the campaign q Enough prospects interested in your project q Enough giving capacity in those prospects to make the goal q A strong case for why the project is needed Meet The Author – 비영리 저자와의 만남 t 101
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