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CAPITAL CAMPAIGNS AND ANNUAL GIVING

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Programmatically and systematically solicited each and every year. Recurring, reliable income, which in the aggregate, ... Campaigns cannibalize annual giving ... – PowerPoint PPT presentation

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Title: CAPITAL CAMPAIGNS AND ANNUAL GIVING


1
(No Transcript)
2
CAPITAL CAMPAIGNS AND ANNUAL GIVING
  • Two Models for Success
  • Payne, Forrester Associates
  • 790 Farmington Avenue
  • Suite 4B
  • Farmington, Ct 06032
  • 860-409-2560

3
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.

4
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 organizations 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.

5
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

6
WHYY WNED GENERAL PROFILE
  • WNED
  • 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
  • WHYY
  • 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

7
WNED WHYY CAMPAIGN PROFILE
  • WHYY
  • Had robust major giving program before campaign
  • Campaign in year 3
  • 5.0 years 7/2004 6/2009
  • 50 M
  • 23 M to date
  • 3 gifts of 1 M received
  • (not including govt)
  • WNED
  • Did not have a major giving program before
    campaign
  • Campaign complete
  • 4.5 yrs 1/2002 6/2006
  • 15.0 M goal
  • 16.9 M raised
  • 4 gifts of 1M received
  • (not including govt)

8
CAMPAIGN GOALS
  • WNED 100 Capital
  • WHYY Comprehensive

Purpose Amount
Equipment 12,000,000
Program Development 3,000,000
Total 15,000,000
Purpose Amount
Equipment 13,500,000
Learning Lab 7,500,000
Annual Support 10,000,000
Working Capital 3,500,000
Program Initiatives 2,000,000
Endowment 13,500,000
Total 50,000,000
9
ANNUAL GIVING MUST GO ON!
  • WNED - Annual Giving Paramount
  • Emphasized increased recognition and appreciation
    of our annual donors
  • WHYY Campaign Gift Paramount
  • Emphasized ways to increase annual support for
    campaign recognition

EDUCATION OF PROSPECTS IS CRITICAL CHALLENGING!
10
KEY CHALLENGES SUSTAINING ANNUAL SUPPORT DURING
CAMPAIGN
  • WHYY
  • Engage volunteer leadership for both annual
    giving AND campaign
  • Staffing up for the campaign period
  • WNED
  • Identify new prospects
  • Engage volunteer leadership
  • Avoid confusion by only soliciting larger donor
    base at end of campaign

11
Additional campaign responsibilities or new
position
12
POST-CAMPAIGN DEVELOPMENT ORGANIZATIONAL
STRUCTURE FOR MAJOR GIFTS
13
WHYY COMPREHENSIVE CAMPAIGN TEAM STRUCTURE
Major Giving Manager and Major Giving Officer
Campaign Manager
14
CAMPAIGN ANNUAL GIFT SOLICITATION COORDINATION
Top Campaign Prospects
Annual Donor Prospects
NEW
Donor Prospects
15
MANAGING PROSPECTS FOR CAMPAIGN ANNUAL GIVING
Coordinate Strategies for Major Gift Prospects of
All Types
16
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

17
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.

18
MYTHS ABOUT CAMPAIGNS ANNUAL GIVING
  • Campaigns cannibalize annual giving
  • Campaigns can be added on to current annual
    giving programs with no additional resources with
    no consequences
  • Its okay to skip the campaign planning phase
  • Other?

19
KEY SUCCESS FACTORS
  • The organization and its leadership are visible
    and credible
  • A clear and compelling case for support, based on
    substantive plans
  • An adequate number of realistic donor prospects
    to achieve the stated dollar goal
  • A sufficient number of top volunteers, including
    to participate in solicitation
  • Critical issues identified and resolved
  • Policies and Procedures in place for gift
    counting, donor recognition, etc.
  • A strong supporting staff and budget resources to
    support the volunteer effort
  • An internal and external climate conducive to
    fundraising
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