Transcript CAPITAL CAMPAIGNS AND ANNUAL GIVING

CAPITAL CAMPAIGNS
AND ANNUAL GIVING
Two Models for
Success
Payne, Forrester & Associates
790 Farmington Avenue
Suite 4B
Farmington, Ct 06032
860-409-2560
ANNUAL GIVING
DEFINITION
• Programmatically and systematically solicited each and
every year. Recurring, reliable income, which in the
aggregate, is built on repeatable gifts and grows steadily
over time. For this presentation, Annual Giving refers to
development programs seeking recurring gifts of
$1,000+
• It is not uncommon to expect annual giving programs to
double in size every five years if potential support is as
yet untapped.
• More expensive on average than campaign gifts,
requiring labor intensive effort sustained over time.
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CAMPAIGN & CAMPAIGN
GIFT DEFINITION
• A Campaign is special and intensive fundraising
effort directed at achieving specific goals within a
specified period of time. It should flow from a
process of organizational planning, be based on a
solid leadership commitment, and add value to the
organization’s mission.
• Campaign gifts are solicited as one-time
commitments, frequently payable over a multi-year
period, and often are of a significant size for the
donor, contributed from assets rather than income.
Campaign gifts can be expected to take from 3 to 9
months to develop.
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TYPES OF CAMPAIGNS
• Capital Campaign: goals for capital purposes, ie.
Facilities, equipment, permanent endowment
• Special Project Campaign: single, limited objective
not impacting organizational and leadership issues
usually associated with capital campaigns
• A comprehensive Campaign: includes goals for
multiple purposes. It can include capital, special
purposes expendable, and current purposes –
increasingly, annual funds are included in
comprehensive campaign goals
• Emergency Campaign: responds to unplanned
events
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WHYY & WNED GENERAL
PROFILE
WNED
WHYY
$13M operations
37000 members
92 full-time employees
7/2006 – date started major
giving program, following
completion of campaign
66 major donors [$1,000+]
$104,000 major gift total
$1,575 average gift
$29.8 operations
105000 members
155 full-time employees
1999- major giving program
launched
300 major donors [$1,000]
$657,000 major gift total
$2,200 average gift
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WNED & WHYY CAMPAIGN
PROFILE
WNED
WHYY
• Did not have a major giving • Had robust major giving
program before campaign
program before campaign
• Campaign complete
• Campaign in year 3
• 4.5 yrs: 1/2002 – 6/2006
• $15.0 M goal
• $16.9 M raised
• 4 gifts of $1M+ received
(not including gov’t)
•
•
•
•
5.0 years: 7/2004 – 6/2009
$50 M
$23 M to date
3 gifts of $1 M+ received
(not including gov’t)
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CAMPAIGN GOALS
WNED – 100%
Capital
Purpose
Equipment
Program
Development
Total
Amount
$12,000,000
3,000,000
$15,000,000
WHYY –
Comprehensive
Purpose
Equipment
Learning Lab
Amount
$13,500,000
7,500,000
Annual Support
10,000,000
Working Capital
3,500,000
Program Initiatives
2,000,000
Endowment
Total
13,500,000
$50,000,000
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ANNUAL GIVING MUST GO
ON!
WNED - “Annual Giving” WHYY– “Campaign
Gift” Paramount
Paramount
• Emphasized increased
recognition and
appreciation of our
annual donors
• Emphasized ways to
increase annual
support for campaign
recognition
EDUCATION OF PROSPECTS IS CRITICAL & CHALLENGING!
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KEY CHALLENGES
SUSTAINING ANNUAL
SUPPORT DURING CAMPAIGN
WNED
WHYY
•
Identify new prospects
•
•
Engage volunteer
leadership
Engage volunteer
leadership for both
annual giving AND
campaign
•
Avoid confusion by
only soliciting larger
donor base at end of
campaign
•
Staffing up for the
campaign period
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CAPITAL CAMPAIGN TEAM STRUCTURE
= Additional campaign responsibilities or new position
Board Chair (Campaign Chair) &
Capital Campaign Leadership
Team [6 volunteer leaders]
President & CEO
[Involved in 95% of solicitations]
Vice President Foundation &
Community Development
(Campaign Manager)
Special Projects (auction) Director
(Public Phase operations director)
Membership Associate
(Public phase data entry,
acknowledgment & billing)
Canadian Major Gifts Manager
(only new hire – Canadian
solicitations)
Major Gifts Manager
(Annual and campaign solicitations, dev.
of presentation materials)
Manager of Community Development
(Campaign
billing and recognition)
POST-CAMPAIGN DEVELOPMENT ORGANIZATIONAL
STRUCTURE FOR MAJOR GIFTS
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WHYY
COMPREHENSIVE CAMPAIGN
TEAM STRUCTURE
Board
Campaign Cabinet
Campaign Manager
Mercury Society
Committee
[Annual Support]
Major Giving Manager and
Major Giving Officer
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CAMPAIGN & ANNUAL GIFT
SOLICITATION COORDINATION
Top Campaign Prospects
Annual Donor Prospects
NEW
Donor Prospects
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MANAGING PROSPECTS
FOR CAMPAIGN
& ANNUAL GIVING
Individuals
Foundations
Corporations
Coordinate Strategies for Major Gift Prospects of All Types
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A CLEAR & COMPELLING
CASE FOR SUPPORT
• For Campaign: One-time investment
helps to propel organization to new level
• For Annual Support: Ongoing support
helps to ensure mission carries forward
into future
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BOARD-APPROVED
POLICIES & PROCEDURES
• Gift Counting for Campaign and Annual Giving –
including start date, pledge period, types of gifts,
purpose of gifts, combining (or not) of gifts, clear
understanding and acceptance of differences
between financial and campaign counting
• Donor Recognition for Campaign and Annual
Giving, including permanent or temporary
recognition, publications, listings, announcements,
etc.
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MYTHS ABOUT CAMPAIGNS
& ANNUAL GIVING
1.
Campaigns cannibalize annual giving
2.
Campaigns can be added on to current annual
giving programs with no additional resources with
no consequences
3.
It’s okay to skip the campaign planning phase
4.
Other?
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KEY SUCCESS FACTORS
1. The organization and its leadership are visible and credible
2. A clear and compelling case for support, based on
substantive plans
3. An adequate number of realistic donor prospects to
achieve the stated dollar goal
4. A sufficient number of top volunteers, including to
participate in solicitation
5. Critical issues identified and resolved
6. Policies and Procedures in place for gift counting, donor
recognition, etc.
7. A strong supporting staff and budget resources to support
the volunteer effort
8. An internal and external “climate” conducive to fundraising
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