capital campaign presentation 10.2.15
TRANSCRIPT
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The Quiet Phase and The Public Campaign
Integral Pieces for a Successful Campaign
Gary L. Bukowski, MA, CFREAssociate VP for DevelopmentSarah A.Reed Children’s Center
Friday, October 2, 2015
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Crucial Steps to Capital Campaign Success
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Campaign TimetableCampaign Progression
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Nucleus FundObtaining Gifts: Top Down, Inside Out DA C&CBoard Gifts: Developing GoalsSuggested Board Target: 20%-40% of CC GoalSelf-Rating at Board MeetingImportance of Campaign Chair in Board GivingSoliciting Board Gifts
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Nucleus FundCampaign Committee GiftsStaff Gifts - Importance of Percentage of
Participation Example: Preserving the Legacy Campaign, Mercyhurst College 91%-$600,000
MSG-$1,200,000The Top of the Giving Pyramid: Your top10-15
gifts will make or break your campaign!
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Sample Gift Range ChartVilfredo Pareto Principle: 20% causes/80%ResultsFrom my experience CC’s today are more like
10%/90% Results =10% of the donors make up 90% of your gifts. This is currently moving more towards 5% of donors making up 95% of CC goal.
Bottom line: Lead and Major Gifts are vital to your success
Use Your Gift Range Chart as Your Road Map
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Harris Connect: IDC Fundraising Division
5% of Donors = 95% of $
Mov
es M
anag
emen
t
Mov
es M
anag
emen
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Donor Pyramid $ Pyramid
1%
4%
95%
5%
70%
25%
Major Gifts & Planned Gifts
High Level Donors
Mid Level Donors
Low Level Donors
Major Gifts
High Level Donors
Mid Level Donors
Low Level Donors
Non Donors / Lapsed Donors
Donor and $ Pyramids
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Gift Range CalculatorMarc Pitman
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Gift Range Chart for $1M Effort
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Walking Through the Gift Range Chart:
Lead GiftsAmount of Gift
Number of Gifts
Number of
Prospects
Number of
Solicitors
Amount Solicited
in Gift Range
Percent of Total
$150,000 1 2 $150,000
$75,000 1 2 $75,000
$50,000 2 6 $100,000
$25,000 6 18 $150,000
Total 10 28 $475,000 47%
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The Niagara Falls Effect
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Nucleus Fund Part 2:Lead Gifts
Lead Gift CommitteeGetting the Order RightLead Gift Solicitation MaterialExample: Mercyhurst College-Board of Trustees
100%-$9,000,000
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Audrey Hirt Academic Center
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Audrey Hirt Academic Center
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Nucleus FundBuild Confidence by Sharing Progress and Capturing
Momentum Campaign Progress Report,Print,SM,PR,Internal NewsletterMaterials for Solicitors - The Solicitation Process: Step by
StepSetting up the AppointmentLetter of IntentCall Reports
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An Intentional Conversation
©Andrea Kihlstedt
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Nucleus FundPreparationHow Not to Solicit GiftsPracticing Making the CASESolicitationFollow-Through
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Nucleus FundHaving the Solicitation ConversationOpeningDialog Importance of ListeningPresentation “Would you consider a gift of…..”Close Follow Through
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Nucleus FundSoliciting in TeamsLead Gifts from Other SourcesDonor Advised Funds (DAFs)FoundationsCorporationsStrategic Giving: Power of LeverageExample: Bob Miller 1M Challenge MNE
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Nucleus FundKeeping Track of Progress Prospect Pipeline Chart - Keep your eye on your
target! Ongoing Cultivation and Solicitation Meetings
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Nucleus FundThe Power of Lead-Gift FundraisingExamples: Dr. Barrett and Catherine Walker,
George and Mary D’Angelo M.D., Anonymous Donors, Pat Black
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Inspirational Asking ExperiencesDavid vs. Goliath – March 2001
The modest, soft-spoken librarian who carried a big philanthropic stick
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Campaign Kickoff
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The Campaign Kickoff Event
Should attain 50%-70%of your goal before your public announcement
Announce the dollar goal of the campaign Recognize generous donors and other
individualsArticulate the case for support in a compelling
fashionAnnounce the campaign’s progressAnnounce the next steps
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The Public CampaignPreparing for the Public Phase
Preparing Campaign Materials
Enlisting Volunteer Solicitors
The Special Events Committee
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The Public PhaseClarify Goals, Objectives and TasksDevelop a Realistic Budget and Adhere to itInvolve Volunteers and Board MembersAttend to Details!!Using Your Event to Cultivate Prospective DonorsMedia and Campaign MessageSoliciting Major Gifts after the Kickoff
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The Public PhaseSystem for Managing Many SolicitationsEnlisting and Soliciting the SolicitorsMatching Prospects with Solicitors The Two-Meeting Solicitation ProcessPreparing Proposal LettersTraining the SolicitorsMaintaining Contact During the Solicitation
Process
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The Public PhaseCompleting the ProcessJob Description for Major-Gift VolunteersSolicitor TrainingFear of the AskSolicitor Training WorkshopsSoliciting the Broad Base by PhoneTelephone Solicitation and the Capital Campaign
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The Public PhaseVolunteers vs. Paid SolicitorsOrganizing the Volunteer PhonathonRecruiting VolunteersDetermining the DurationSetting Dates and TimesFinding a Suitable LocationSending a Pre-Phonathon Mail Appeal
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The Public PhasePreparing Supporting MaterialsMotivating VolunteersFollowing ThroughReporting Results
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Michele and Tom Ridge Health and Safety Building
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Direct Mail and Web Solicitations
Reaching Closure with Major DonorsMail Campaign to Complete the CampaignRefocusing the Case for Support for the End of
the CampaignSegmenting Your Mailing ListCelebrate Success with a Last Chance AppealWelcome Relief After a Stressful Campaign!!
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Bukowski’s Vital Data Points
“Bukowski -isms”Timeline - Stay the CourseFocus...Focus...FocusTotal Commitment at Hand: Passion – Intensity Momentum and Leverage – Powerful Tools in CC The longer a successful CC continues the harder it
is to stop!You are building your future through your CCAvoid the Neutron Bomb Effect
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Goals of a Capital Campaign
Bill McGoldrick, Washburn & McGoldrick
Exceed your financial goalStrengthen your infrastructure and build campus
support for the fundraising processCreate an enthusiastic, educated cadre of
volunteersIncrease institutional unity and moraleEnhance your institution’s external reputation
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Special Guest Andrea Kihlstedt
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Questions?
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Recommended Resources Kihlstedt,Andrea, Capital Campaigns That Work, Strategies that
Work,3rd ed., Sudbury, MA, Jones and Bartlett, 2009. Kihlstedt,Andrea, How to Raise $1Million (or more!) in 10 Bite-
Sized Steps, Medfield, MA, Emerson&Church, 2010. Dove, Kent E., Conducting a Successful Capital Campaign,2nd ed.,
San Fransisco, Jossey-Bass,2000. Wyman,Ken, CFRE (Consultant Trainer, and Professor Post-
Graduate Fundraising and Volunteer Management, Humber College,Toronto), Face to Face: How to Get Bigger Donations from Very Generous People,1993.
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Recommended ResourcesEisenstein,Amy, Major Gift Fundraising for Small
Shops: How to Leverage Your Annual Fund in Only Five Hours per Week, Rancho Santa Margarita,CA, Charity Channel Press, 2014.
Capital Campaign Magic: http://capitalcampaignmagic.com/.
Capital Campaign Magic: http://capitalcampaignmagic.com/how-to-run-successful-capital-campaigns-amy-eisenstein-.gail-perry/
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Recommended ResourcesAsking Matters: Brian Saber www.AskingMatters.com.Gladwell,Malcolm,The Tipping Point: How Little Things
Make a Big Difference, Bay Back Books, New York, 2002.
Panas,Jerold, Asking: A 59-Minute Guide to Everything Board Members,Volunteers, and Staff Must Know to Secure the Gift, Revised Edition, Medford,MA, Emerson&Church, 2013.
Sturtevant,William T., The Artful Journey: Cultivating and Soliciting the Major Gift, Chicago, Bonus Books,Inc.,1997.
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Success,Wrap-up,Planning for Your Next Campaign