campaigns endowment, capital and comprehensive
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Copyright Marts & Lundy
CampaignsEndowment, Capital and Comprehensive
Kathleen HansonSenior Consultant and PrincipalLeader – Schools Practice Group
Editor, The NAIS Handbook on Marketing Independent SchoolsNESA Leadership Conference – October 2011
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Our focus
Types of campaigns
Three Essential Components of any campaign:
CASECONSTITUENCY
CATALYSTS
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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
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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 volunteersIt positions the school soundly within its
marketIt provides endless opportunities to talk
about the vision
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Successful Campaigns Begin with a
strategic planFrom the plan,
identify initiatives which require funding
Assess capacity Identify LeadershipStaff appropriately Engage, cultivate,
and solicit
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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
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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
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Case for SupportCompelling 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
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Campaign SuccessCapacity
How well do you know the philanthropic potential of your constituency?Acquire key areas of knowledgeManage informationUnderstand major donors
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Campaign Success Ownership of the Board of Trustees and
Head of SchoolCampaign LeadershipNucleus/Leadership PlanGift acceptance policiesCampaign Communications PlanDonor Relations Plan
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Testing the Philanthropic Environment
Feasibility StudyType of study to considerGoals of the studyWhat you learn from itWho does what?
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Testing the EnvironmentData base screening
“old fashioned” screening sessions
Former donorsVitally important
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When are you ready? Case for support is developedAll of the essential pieces are in placeThe donor base is known and is engaged
You have clarity around a planning goalThere are a number of key staff and
volunteers who are ready to do the workEvery campaign needs a champion
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Role of Planned GiftsDepends upon the maturity of your current
programDepends upon the campaign objectives
and when the dollars are neededSome schools have a planned giving total
aside from the campaign total
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Campaign CostsBudgets run from 3% to 8% of campaign
goalPrimary expenses include:
Feasibility StudyCampaign CounselTravel, Dinners, Events Donor researchPrint costs – public phase
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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
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How do you structure? Often depends upon the school
Need some type of volunteer leadership committee Make up? It needs gravitas.
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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
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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 leadersCRITICAL Component
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Ensure the followingVolunteer 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
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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
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The role of the development team
• Orchestrate • Assist with solicitations• Manage constituent relationships• Insure gift intent is honored• Acknowledge• Engage in intentional stewardship
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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.
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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.
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Developing a blueprintCalendar format
Establish phasesEstablish essential benchmarks
Set campaign steering committee meeting dates
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Leadership Phase • Working the gift pyramid from the top
down
• Goal: to raise 75% of the campaign’s planning goal
• Intense phase
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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
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Post - CampaignRemember: 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
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Q & A
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