Transcript What makes up Annual Giving?

The Citadel Foundation
Development Team
2009 Recap & Future Fundraising
Activity
Terry Mularkey
March 12, 2010
Management Team
Dennis Bergvall
CEO
Terry Mularkey
VP / CDO
Darlene Zimmerman
Executive Asst/Office Mgr
Tom Walker
VP / CFO
Frances Bramlett
Dir of Donor Relations
Annual Giving Team
Rob Stephenson
Director
Brittany Meyers
Assistant Director
Elizabeth Wyatt
Annual Fund Assistant
Lori Cook
Assistant Director
Laura Faulders
Gift Officer
Class Reunion Campaign
Photo Not
Available
Angie Ping
Sr. Dev’t Officer
50th CRC
Olivia Montgomery
CRC Coordinator
Jessica King-Bernard
40th CRC
Krystal Oliveira
Dev’t Assoc.
Ed Zur ‘09
Dev’t Assoc.
Rhonda Breeland
30th CRC
Ana deJesus ‘09
Dev’t Assoc.
Major Gifts
Bill Yaeger ’83
Sr. Dev’t Officer
Planned Giving
Craig Dellinger ’95
Dev’t Officer
Corps/Target Chas.
David Corry ’93
Dev’t Officer
Stadium Campaign
Development Support Team
Beth Inman
Director of
Dev’t Support
Rhonda Paul
Dev’t Assistant
Kelly McAnulty
Assistant to the Vice President,
Special Events
Leigh Lipscomb
Grant Writer
Libby Davis
Research
Coordinator
Stewardship/Communications
Lauri Lechner
Stewardship
Manager
Chivon Jenkins
Database
Administrator
Blythe Manuel
Gift Processing
Coordinator
Jarret Sonta
Director of
Communications
Financial/Business Operations
Joy Huber
Director of
Accounting
Shannon Mease
Director of
Business Operations
Fundraising Stats
2009 Fundraising vs. 2008
2008
2009
Total
$20,130,365*
$20,455,211
+$324,000
Cash / Stock
$6,045,841
$5,093,369
-$950,000
PG
$2,742,303
$12,086,465
+$9,000,000
Pledges
$7,842,220
$3,273,376
-$4,500,000
# Donors
7,969
8,150
+181
# Gifts
14,331
15,864
+1,533
TCF Revenue Summary
Jan / Feb 2010
2009
2010
Number of Gifts
1,442
1,632
+190
Cash & Pledges
$482,726.04
$1,528,408.40
+$1,045,682.36
Planned Gifts
(2) $550,000
(1) $50,000
-$500,000
•CAA & TCBF are also showing increases in 2010 vs. 2009
•Trend & indications of donors willing to give cash/pledges this year
TCF 2010 Goal:
$20,000,000
with
$10,000,000
in
Cash & Pledges
Future Capital Campaign
Pre-Planning Phase
Pre-Campaign Planning Phase
•
Potential Capital Campaign over the horizon?
–
2011, 2012, etc….
•
Use 2010 to create the Capital Campaign Plan
•
Four Phases:
1.
Pre-Planning
2.
Quiet Phase
3.
Public Phase
4.
Wrap Up
Pre-Campaign Planning Phase
•
Goals and Objectives?
–
–
–
–
$100 million
$150 million
$200 million
$250 million
•
Strategic Plans (TCF & The Citadel)
•
College needs and priorities are key aspects to a campaign
Campaign Timeline
2010
June
2011
June
2012
June
2013
June
2014
2015
June
June
2016
June
2017
2018
$32M
$32M
June
June
$32M
Year 7
Year 6
$30M
Year 8
Final Phase Post-Campaign
Final Phase
Phase
Year 5
$28M
Public Phase
40%
$28M
30%
$25M
Year 2
$25M
Year 4
Public Phase
Year 3
Quiet Phase
Quiet Phase
Year 1
$20M
Quiet Phase
Year 0
Pre-Campaign
TCF
•Campaign Planning Phase
•Staff Augmentation
•Feasibility Study
2010 to 2018 (9 years)
•$252,000,000.00
•$200M during the Campaign
•Volunteer Training
•30% cap on Planned Gifts = $60M
•CASE Statement
•$140M in cash during the Campaign
Cash Objectives
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
$35M
$32M
$30M
$28M
$17.8M
$7M
Cash
$25M
$25M
$20M
$17.5M
Cash
$17.5M
Cash
$10M
Cash
75%
0%
43%
$28M
$19.6M
Cash
$19.6M
Cash
12%
0%
$21M
Cash
$32M
$32M
$22.4M
Cash
$22.4M
Cash
$22.4M
Cash
6%
0%
0%
7%
Campaign Goal = $200M
70% cash = $140M
$24.5M
Cash
9%
Volunteer Training on
Fundraising (2010)
Volunteer Training
•
Use 2010 to provide fundraising training sessions for volunteers and key
leaders
•
TCF Volunteers (200+):
–
–
–
–
–
•
Class Chairman (74)
CRC Committees (90)
TCF Board Members (23)
Parent and Young Alumni Committees (10)
Target Charleston Steering Committee (7)
Other Volunteers:
–
–
–
–
BOV
TCBF
School Advisory Boards (6)
Other Units with Volunteers
Volunteer Training
•
Key Leaders:
–
–
–
–
–
•
VPs
Deans
Provost
Commandant
Chaplain
Concept –
•
•
•
•
Quarterly training sessions
1 ½ days at The Citadel
½ day sessions offsite
3rd party support
Questions?
The Importance of Annual Giving
and the Importance of
Committed Volunteers
Rob Stephenson
Director of Annual Giving
• Annual fundraising efforts drive database
management, donor segmentation, and
then major gift development and planned
giving.
• In short, it is the functional engine for all
fundraising activity of the organization.
A stepping stone to big money
• Research shows that annual fund donors
become a nonprofit’s future major
contributors
• A donor can be defined as reaching the
loyal donor threshold after making gifts 3
out of 5 years, or 60% of the time
• Those donors are more likely to advance
to a higher level of annual giving, make a
major gift, or make a planned gift
The Fundraising Pyramid
Bequests
Planned Giving
Major Gifts
Naming opportunities, CRC
Annual Giving
The Citadel Fund, Brigadier Foundation,
Scholarships
First Time Donors
Memorials, Tributes, Special Events or Appeals
What is The Citadel Fund?
• Unrestricted gifts to The Citadel
• Support the greatest needs of the college
– Provide scholarships and financial aid resources
– Support cadet research and travel initiatives
– Enhance the classroom experience and library
resources
– Engage and retain the most talented faculty and staff
– Expand leadership and character development
opportunities
Where are we
and where do we need to be?
• In 2009 TCF raised $1.06 million (cash) for The Citadel
Fund
• In the next 5 years, we need to be generating closer to
$3 million (cash) for The Citadel Fund
Keys to a successful Annual Giving
Campaign
• Having an organized and well orchestrated plan
• Utilizing several solicitation methods in tandem
(person-to-person, personal phone calls,
personalized direct mail, email solicitation, etc.)
• Keep donors informed about how their gifts are
being used
• Provide immediate “thank you” for any gift
• Create an intentional process for first-time
donors
• Track results of all activities and adjust
strategies as necessary
What is our plan?
• Creation of a Solicitation Calendar
• Schedule class chairmen letters for twice a year
– April and September
• Outsource direct mail so that they are processed
more timely
• Use NetCommunity for Class Notes, Class
Newsletters, and non-solicitation activity
• Track data from appeals for future planning
• Steward new donors through phone calls and
Welcome to the Family postcards
Fundraising Vehicles Used by TCF
•
Direct Mail
– 2 Class Chairmen letters
– Mid-year/Summer solicitation
– End of year appeal
•
•
•
•
Call Center/Cadet Callers
E-Solicitations (Big Red Campaign)
NetCommunity – Class pages
Personal Visits
The Importance of a Committed
Class Chairman
• People give to people, not just causes
• Before you ask someone to give, you have
to give yourself
How can I help?
In addition to writing two very specific solicitation letters you can:
•
Update classmates information through NetCommunity
•
Send emails, cards, or make phone calls to classmates thanking them for their
contributions
•
Scrub your class roster and inform TCF of errors and out dated information
•
Identify major gift prospects in your class and work with TCF staff to cultivate a major
gift or planned gift
•
Engage classmates who have not been givers in the past and encourage continuous
givers to increase their giving
•
Stress the importance of participation for your class, every gift truly counts and each
gift is an opportunity to increase participation
Questions?
Class Reunion Campaigns
Angie Ping
Senior Development Officer
Class Reunion Campaigns
CRCs - Beginning of a new era in Citadel alumni fundraising
Homecoming 2008: $3.5 Million in gifts from select reunion classes.
Two classes (‘68, ‘73) presented checks in excess of $1 Million…a
Citadel first!
Homecoming 2009: $12+ Million in gifts from defined reunion (decade)
classes.
Record-breaking checks given by two classes again:
$4.8 Million by Class of ‘69 and $6.6 Million by Class of ‘59!
CRC Scope
Reunion
2010
2011
2012
Terry
60th
‘50
‘51
‘52
Angie
50th
‘60
‘61
‘62
Jessica 40th
‘70
‘71
‘72
Rhonda 30th
‘80
‘81
‘82
Laura
20th
‘90
‘91
‘92
Lori
10th
‘00
‘01
‘02
Supporting all fundraising activities for the CRC:
•Development Associates: Krystal Oliveira, Ed Zur ‘09, Ana deJesus ‘09
•CRC Coordinator: Olivia Montgomery
CRC CAMPAIGN TIMELINE
SAMPLE for a 20__ Campaign
CRC YEAR
1st Year
2nd Year
3rd Year
Date
October 20__
Event
Initial Class Prospect Research and Analysis
December 20__
Identify Committee Chairman; Committee hopefuls
January 20__
Solidify CRC Committee (to include Company Reps)
March 20__
Initial Committee meeting; establish expectations & outline possible projects/goal
June 20__
Formal Committee Kick-Off meeting (to include
Presentation from General Rosa; possibly BOV member; and formal agenda
prepared by TCF)
August 20__
First Letter to Class Announcing CRC and hopeful progress generated through
initial silent phase; alerting all to a full upcoming 2 yr fundraising window to
reach project goals
(**First letter could be from the CRC committee or General Rosa.)
January 20__
Company Rep appeal (ea Company Rep mails individual letter to each Company)
June 20__
Second all class letter with updates regarding CRC fundraising stats and
countdown to Homecoming
November 20__
Post-Homecoming; all class letter highlighting significant CRC success of 2009
with a push for participation in the final 12 mos of campaign; could serve as only
year-end appeal for those in the 2010 CRC cycle
March 20__
Second Company Rep appeal
August 20__
3 month countdown appeal
October 20__
Final appeal w/very strong stats and heavy appeal
November 20__
Homecoming
December 31, 20__
Close CRC
Questions?
Stewardship
Frances Bramlett
Director of Donor Relations
Why does Norm go back to
Cheers?
Donor Relations & Stewardship
Gift Processing
Stewardship Management
•Collaborators: Finance, Dept Heads,
Athletics, TCBF, Volunteers
•Collaborators: President’s Office, Commandant’s
Office, Financial Aid, Deans, Finance, Provost,
Facilities, Volunteers
•14,000 Gifts Processed Annually
•Acknowledgements
•Impact Reporting
•Events
Data Base Management
•Collaborators: ITS, Admissions, Financial
Aid, Athletics, CGC, CAA, TCBF, Volunteers
•88,000 Records
Communications
•Collaborators: External Affairs, Krause Center,
IT, CGC, Provost, Cadet Activities, Volunteers
•Website Management
•Marketing Materials
•Publications
•Donor Recognition
Signature Events
Leaders
in Philanthropy
Scholarship
Donor Days
February 10 & 11, 2011
September 17 & 18, 2010
New TCF Website
Standardization and
Naming Guidelines
Annual Donor Recognition
• Expanded Giving Levels
Recognizing Annual Commitment
• Cadet Miniature Program
• First Time Donor Post Cards
and Thank You Calls
• Regional Donor Appreciation
Events
• Young Alumni Happy Hours
Satisfied Customers …
Loyal Donors
Ambassadors
More Generous
Donors
Advocates
Questions?