Transcript Document
Campaigns Endowment, Capital and Comprehensive Kathleen Hanson Senior Consultant and Principal Leader – Schools Practice Group Editor, The NAIS Handbook on Marketing Independent Schools NESA Leadership Conference – October 2011 Copyright Marts & Lundy Our focus Types of campaigns Three Essential Components of any campaign: CASE CONSTITUENCY CATALYSTS 2 Campaign Planning begins with Defining Institutional Vision and Priorities Clear articulation of who you are Knowing where you are going Articulating how you intend to get there Illustrating the difference it will make 3 Benefits of a campaign It provides a structure for the fund raising It provides a “sense of urgency” It provides opportunities for engagement to a group of valued volunteers It positions the school soundly within its market It provides endless opportunities to talk about the vision 4 Successful Campaigns Begin with a strategic plan From the plan, identify initiatives which require funding Assess capacity Identify Leadership Staff appropriately Engage, cultivate, and solicit 5 Campaign Success Factors • Successful annual funds • Strategic management of constituent groups • Ability to enlist volunteers • Accurate analysis and tracking of the pool of potential donors • Proven stewardship 6 More specifically: Annual Fund Practice Goal setting Leadership giving goals Segmentation of donors High quality solicitation activity Participation Ability to administer gifts Donor relations Analysis & Tracking Screening Donor Research Individualized donor strategies Systematic and creative tracking of the relationship Management of donor information 7 Case for Support Compelling and authentic Expresses a clarity of vision and direction It identifies the “for what” and “why” of the campaign and this language must be communicated across all channels 8 Campaign Success Capacity How well do you know the philanthropic potential of your constituency? Acquire key areas of knowledge Manage information Understand major donors 9 Campaign Success Ownership of the Board of Trustees and Head of School Campaign Leadership Nucleus/Leadership Plan Gift acceptance policies Campaign Communications Plan Donor Relations Plan 10 Testing the Philanthropic Environment Feasibility Study Type of study to consider Goals of the study What you learn from it Who does what? 11 Testing the Environment Data base screening “old fashioned” screening sessions Former donors Vitally important 12 When are you ready? Case for support is developed All of the essential pieces are in place The donor base is known and is engaged You have clarity around a planning goal There are a number of key staff and volunteers who are ready to do the work Every campaign needs a champion 13 Role of Planned Gifts Depends upon the maturity of your current program Depends upon the campaign objectives and when the dollars are needed Some schools have a planned giving total aside from the campaign total 14 Campaign Costs Budgets run from 3% to 8% of campaign goal Primary expenses include: Feasibility Study Campaign Counsel Travel, Dinners, Events Donor research Print costs – public phase 15 Funding Options Borrow from a quasi-endowment Use unrestricted gifts Allocate unrestricted bequests Request gifts to underwrite costs Increase operating budget Increase endowment payout rate 16 How do you structure? Often depends upon the school Need some type of volunteer leadership committee Make up? It needs gravitas. 17 The Role of the Leadership Committee • Lead - and make the first gifts – With staff, set the pace and calendar – With staff, cultivate, solicit and steward – With staff, develop strategies for each potential donor – With staff, thank donors 18 Insure education for the volunteer leaders Develop campaign “talking points” from the Case for support and insure key leaders are comfortable with them. From “calling for an appointment” to an actual solicitation, provide education to volunteer leaders CRITICAL Component 19 Ensure the following Volunteer leaders understand how to respond to various questions from a donor…….and, why donors say “no.” Volunteer leaders understand when a proposal might be more effective 20 The Role of the Board of Trustees • A campaign is their first priority both individually and as a group • Make a financial commitment at one of the top rungs of their ladder of giving • Play a role: solicit, cultivate, engage, steward and provide the staffing and budget needed 21 The role of the development team • • • • • • Orchestrate Assist with solicitations Manage constituent relationships Insure gift intent is honored Acknowledge Engage in intentional stewardship 22 The role of the Head of School • Plan on 30% of the Head of School’s time dedicated to the campaign for the leadership phase •The Board of Trustees, faculty and staff need to understand this at the outset. 23 Leadership Change? • Schools are electing to have a leader or co-leaders for the nucleus or leadership phase, then change leaders for the public phase. 24 Developing a blueprint Calendar format Establish phases Establish essential benchmarks Set campaign steering committee meeting dates 25 Leadership Phase • Working the gift pyramid from the top down • Goal: to raise 75% of the campaign’s planning goal • Intense phase 26 Public Phase • Public announcement of a goal; gifts received towards that goal • An opportunity to involve all constituencies in the campaign • An opportunity to celebrate 27 Post - Campaign Remember: Past donors are as important to a school as new donors Keep the momentum going Use the campaign to raise the bar on your fundraising program 28 29