welcome back, capital campaigns! marketing to raise money in private schools
TRANSCRIPT
+ Welcome Back Capital Campaigns!
TABS Boston
Marketing To Raise Money
December 2013
www.turnaroundmkt.com
“Americans donated an estimated $316.23 billion to charitable causes in 2012. Modest
gains in total contributions mirrored the nation’s recent economic trends.”
“Giving to education increased an estimated
7.0% between 2011 and 2012, to $41.33 billion.”
Source: Giving USA Foundation and Indiana University
“Most households feel pressured at every
economic corner, but the longstanding social contract between Americans and the
nonprofits they believe in remains resilient and intact; many see giving as a core budget
item. The amount devoted to that category might shift up or down with annual economic
realities, but it doesn’t go away.”
-— Gregg Carlson, Chair, The Giving Institute
2013: Mercersburg Academy Received $100 Million Gift
2009-2013: Kimball Union Academy raised $38 Million
15
High Net Worth Giving by Charitable Category Two charitable categories, education and basic needs, received donations from the highest percentage of high net worth households in 2011: 80 percent gave to education, while 79 percent gave to organizations providing basic needs. More high net worth households also gave to arts (68.8 percent), health (65.3 percent), and religious organizations (65.2 percent) than other charitable categories. Fewer high net worth households gave to international aid organizations (30.6 percent) or giving vehicles (19.1 percent). In 2011, high net worth households gave at statistically significantly lower rates to basic needs, health, religious, and combination organizations compared with 2009. FIGURE 3: HIGH NET WORTH HOUSEHOLDS REPORTING GIVING TO CHARITABLE CATEGORIES IN 2011^ (%) “In 2011, did you or your household make a donation to any of these causes? Please include personal gifts and gifts from your family foundation, donor-advised fund, trust or other charitable giving vehicle.”
^Combined organizations include United Way, United Jewish Appeal, and Catholic Charities. “Giving Vehicle” represents gifts to private foundations, charitable trusts, and donor-advised funds. *2009 and 2011 results are statistically different (2009 data not shown).
19.1
30.6
49.6
49.7
51.2
57.7
65.2
65.3
68.8
79.3
79.6
0 10 20 30 40 50 60 70 80 90
Giving Vehicle
International
Combination*
Environment/ Animal Care
Other
Youth/ Family Services
Religious*
Health*
Arts
Basic Needs*
Education
Begin with Brand
+ What is Brand?
Graphic Identity + Messaging
= Brand
Many schools seem the same from the outside.
+ Move beyond
the typical
“independent
school stuff”
1. Tap into the human need to be part of something bigger than oneself
2. Find your “North Stars”
3. Ask your North Stars key questions
4. Name what sets your school apart. (Make sure you have the proof to back it up.)
5. Match your campaign’s approach and tone to your school’s culture
6. Make your school’s story your campaign’s story
7. Make your case tangible, doable, fun.
- Andrea Jarrell, Communications Strategist and Brand Storyteller
+ Questions to Ask North Stars
n If this school didn’t exist, would it need to be founded today?
n What are this school’s ambiguities?
n Where does this school’s innovation lie?
n How do you see this school as different from other schools, particularly competitors or schools with similar missions?
n What impact can a head have on fundraising that others at a school can’t have?
n If you could sit down with every prospective donor what would you say – what would you show them?
n Everyone talks about transformation gifts. What kind of transformational gift would you like to see a donor fund at your school?
n What do you want this campaign’s legacy to be?
Source: Andrea Jarrell
Determine Marketing
Strategy
Set Goals
+
It’s not only
about the
money
n Building/forging relationships
n Reconnecting
n Extending brand
n Increasing awareness of school
n Realizing outcomes
n Leaving legacy
+ The Challenge
of Intangibles
n Endowment n Financial Aid n Faculty Salaries
+
Charlotte
Preparatory
School Focused Goal
Build
Relationships
+
Friend Raise
First
n Forge relationships
n Build community
n Generate Excitement
n Re-establish mission and vision
n Confirm choice of schools
n Inspire higher level thinking
n Establish place in history of school
n Look to future
Inspiration
+
Penn Charter
Kick Off Party to Cement Bonds
Create Targeted
Approaches
+
Target Audiences
SILENT GENERATION Paper and Personal
BOOMERS Paper, Personal & Some Digital
GEN-X Personal and Digital
MILLENIALS Digital
By Age and Medium
+ Digital Critical
n Mobil Friendly (Responsive)
n Smartphones
n Tablets
n Campaign Microsites
n Social Media
n NEW: Crowdfunding
Must Haves in 2013
“Crowdfunding platforms make giving more immediate, direct, and personal for donors, who increasingly want to see the tangible impact of their gifts. Donors can choose
projects to support with an unprecedented level of specificity.”
-— Andrea Jarrell, CASE Currents June 2013
+ Mercersburg
Academy
Celebrates on
Vimeo 1,322 Plays After 2 Weeks
+ Mercersburg
Academy
Alumni
Facebook 86 Likes
What We’ve Done for Our Clients
CASE STUDY / WGN AMERICA.
THE COLUMBIA UNIVERSITY CHALLENGE Story was asked to help one of the world’s premier research institutions narrow a fundraising gap between it other top-tier schools by turning their donation drive into a large giving event.
THE STORY SOLUTION At its most basic level, Story’s strategy was to utilize the power of social media to spread exponentially the message of giving through Columbia, rather than merely to Columbia, and in the process “change lives that change the world” on a single Giving Day. To unify a fragmented Columbia community, we began by creating a content hub for Giving Day located on Columbia’s Alumni Facebook page, with seamless links to a donation site, Twitter feed, and YouTube channel with 24 short films. We then created a content calendar and publishing schedule across 19 different schools and programs that drove to the content hub (and trained the schools’ content managers on how to publish). This calendar sparked and then focused alumni/faculty excitement about the potential of the event by turning Giving Day into community-wide essential engagement.
Helping a university population RECOGNIZE THE VALUE OF GIVING
$6,855,000
500%
1,200,000
597,000
THE RESULTS5,356 donations, totaling over
Exceeded the university’s previous single-day giving record by
Unique visitors to the Columbia University Giving Day Facebook page in one week
Individuals receiving the Giving Day message on Twitter
Gifts from 39 DIFFERENT COUNTRIES and ALL 50 STATES
Provide
Information
+
Explain the
“not-so-
obvious”
n Capital vs. Annual
n Stats & Facts
n Sources of income
n Operational budget
n Financial Aid
n How money is raised
n From whom
n Size of gifts
n Objectives
n Outcomes
+ For more than a century, alumnae, parents, and friends have preserved Miss Hall’s School because what we do here matters. Although the School exercises tremendous financial discipline, undertakes an ambitious annual-giving cam-paign, generates income from campus rentals, and fills its classrooms and dor-mitories with exceptional girls, no amount of prudent financial management can compensate for the lack of endowed funds.
A healthy endowment provides an underpinning of financial support, enabling the School to be confident in implementing its long-term goals and to be vision-ary in fulfilling its mission. The Go Far, Go Together Campaign’s primary goal is to bring the School’s endowment to at least $20 million, allowing us to com-pete with other independent schools by ensuring that program support, finan-cial aid, and faculty salaries are secure for generations to come. The campaign will also support these expenses until the endowment reaches sufficient levels to generate ongoing funding. Finally, the campaign will enable the School to retire a significant portion of its debt.
Ultimately, the way we secure the future of the School is by shifting from a short-term model, overly dependent upon annual gifts, to a model that provides permanent support. Together, we can make that happen.
What is the Endowment?
The endowment is the sum of the School’s invested capital (cash and other assets), and the income from the principle is the primary source of operating revenue not provided by tuition. Unlike a checking account that can be drawn upon whenever needed, endowment funds are invested and a portion (about 5 percent annually) of the earnings are released each year to fund operations. The endowment is the School’s financial foundation—a stable, permanent source of funds that the School can depend upon in perpetuity.
The Miss Hall’s School endowment investments provide only 4 to 6 percent of the School’s annual revenue—far short of the 20 percent that is standard among independent schools. The modest endowment leaves Miss Hall’s overly depen-dent each year upon tuition and annual contributions—revenue sources that are potentially vulnerable to external events and economic fluctuations.
Securing the Future, Fulfilling the Mission, and Sustaining Excellence
Securing the Future
11
“Horizons is wonderful. The program could really open up a girl to a lifelong passion.”
—Current Parent
Miss Hall’s
School What is Endowment?
+
Pembroke Hill
School
PEMBROKEHILL
SCHOOL
____
12
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P!"#$%&! H'(( S)*%%( )%+,'+-!. to operate in the black, as it has for many years. Our financial resources are focused on students and instruction, rather than administrative staff. Compared to peer schools, Pembroke Hill has fewer administrators in all areas.
The school’s fundraising is sound, with parents, alumni, grandparents, and other friends of the
the school community have made provisions for Pembroke Hill in their estate plans as members of the Founder’s Circle.
Fiscally Sound and Stable
Jeannette terrell ��������ǯ ĊĆēēĊęęĊ��ĎĈčĔđĘ�ǯ�ĎĘ�ĉĊđĎČčęĊĉ to participate in the Centennial Campaign, since the school “has been a part of my life since graduation.” Many of her family
members attended Sunset Hill, Pem-Day, and Pembroke Hill, and she still sees classmates, who “continue to be close friends after all these years.”
She is thankful to Sunset Hill for what it provided during
the turbulent World War II years. She says the school offered a “helpful perspective during the war as it prepared girls for college.” Sunset Hill gave Jeannette and her peers an education that allowed them a “wide choice of competitive colleges nationally.”
Jeannette wants the students of today to have the same competitive edge. Her most recent commitment to the school is the latest of many she and her late husband, Miller ’29, have made. In addition to their financial support, Jeannette and Miller were volunteer leaders. President of their respective alumni associations, both were honored by the Alumni Association with the Distinguished Alumni Award.
$100
0
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Comparison Charts
+
Portsmouth
Abbey What kinds of gifts do you need?
+
Colorado Rocky
Mountain
School
Q. Why are we havinga Capital Campaign?A. !is campaign is the result of the strategic planning that took place in 2008. A signi"cant portion of that plan focused on completing the vision for the campus infrastructure as identi"ed in the Campus Master Plan created over a decade ago.
Q. How long willthis campaign last?A. !is campaign o#cially began in Fall 2010 and donor outreach is pro-jected to last three years.
Q. Who is being askedto support this campaign?A. !e entire CRMS community will be asked to participate in this campaign. Be-cause campaigns are conducted sequen-tially, some members of the CRMS family may not be contacted right away, but over the life of the campaign everyone will have an opportunity to be a part of this important event in the school’s history. Making CRMS a philanthropic priority will ensure the success of the campaign.
Q. Why should I invest in CRMS? My children are no longer there.A. Everything we enjoy at CRMS is the result of generous gi$s from those who came before us; as they provided for us and our children or grandchildren, it is now our responsibility to provide for those who will follow. Your belief in CRMS’s mission was in part what led you to choose the school for your children. You now have the opportunity to reinforce that choice with a gi$ that re%ects your continuing commitment to the goals and values that a CRMS education represents. A gi$ to this cam-paign will ensure CRMS’s strength and success in the future.
Q. Can I make my giftover multiple years?A. Pledges and payments to the cam-paign may be made over a three- to "ve-year period.
Q. How will this campaigna!ect the Annual Fund?A. Even during the Capital Campaign, the school’s annual operating expenses will continue to require the support of the Annual Fund. Because tuition covers only 70% of the actual cost of a child’s education, the Annual Fund is vitally important to the life of the school. !at is why as we seek support from our closest friends and all members of the CRMS community, we will ask everyone to continue to support the Annual Fund over the course of the campaign.
Questions + Answers
FAQs
+
Culver
Academies Donor Bill of Rights
+
Germantown
Friends
School
No.
Financial aid is the “sustainability” issue for all independent schools today. Only 4 % of the nation can afford private education anymore Majority of students in need. Well-endowed independent schools have: -- eliminated tuition for low-income families increased financial aid by as much as 50% -- created scholarship funds specifically for middle-income. Build a strong financial aid endowment in this campaign. Will immediately help today’s families -- many paying full lower school tuition but can’t afford increases as children progress through the program. -- can’t afford to send more than one child to GFS. Endowment: long-term financial engine for excellence and access.
4 Access and Affordability Financial Aid Endownment
In-depth information
+
McDonogh
School
n http://www.youtube.com/watch?v=2JHOp0GcP3A
Campaign Histories
Tap Into
Movitation
Present donors with an opportunity to realize their own,
perhaps unformulated, "desire to contribute "
to the welfare of their community and to associated causes.
—Tony Poderis, raisefunds.com
“Every time someone donates to a good cause,
they're buying a STORY, a story that's worth more
than the amount they donated...
For many, it's the story of what it means to be part
of a community. The fundraiser, then, isn't taking,
she's giving. She's giving someone the chance to
buy a story that's worth far more than it costs.”
—Seth Godin
+ Motivators
n Profiles of donors
and their motivation
n Quotes on need/impact
n Faculty & administration
n Board members
n Students
n Alumnae/i
n Photography
n Charts and graphs
n Comparison to peer schools
n Comparison to national norms
n Growth over decades
n Historic timeline
n Outside sources
n Experts
n National Associations
n Accreditation
Multifaceted for Maximum Impact
+
The Fenn
School Boys at the Heart: The Campaign for Fenn is your opportunity to truly make a difference in the lives of boys today—and for generations to come. Your capital and annual gifts during the Campaign period will have a lasting impact on every area of life at Fenn: Reshaping our campus while maintaining its distinctive warmth, scale, and character. Providing new resources for learning and teaching. Strengthening our academic program. Enhancing our community through ongoing investment in our community of teachers and students.
By late 2010, fueled by excitement generated by an unprecedented $5 million matching challenge gift, we had raised more than two-thirds of our $25 million goal in support of the largest and most comprehensive campaign in Fenn’s history. But much remains to be accomplished, and there are many exciting opportunities for you to participate in helping us to achieve Fenn’s vision for boys.
CAMPAIGN OVERVIEW
This vision will be accomplished thanks to you.
Make a Difference
+
Mercersburg
Academy Impact
Execute
Ideas
+
Quiet
Phase
n Manual n Stats n Facts n Charts n Graphs n FAQs
n Solicitor sheets n Objectives brochures
n Leave behind n Videos
Tools for talking
+
Public
Phase
n Videos
n Case Statement
n Mini Case
n eNews/updates
n Microsite
n Magazine
n Social Media
n Crowdfunding
Tools for motivating
+ n Chair and Head of School Letters n Campaign committee list n Brief history n Success thus far n Aspirations n Needs n Due diligence n Campaign goals n Objectives n Levels of giving n Named giving opportunities n Ways to give
Content
Public
Phase
+
The Lovett
School Case Statement
Give Updates &
Acknowledgements
+
Shipley
School Updates
PERIODIC TABLE OF GRATITUDE AnonymousRobert
Anderson Family
Suzanne and Randy Babbush
Marsha and Ron Beard
Kelly and Randy
Heyler
The Bolen Family
Kimberly and Alan Bick
The Hoffman Family
Sarika and Neil Madhav
Dr. and Mrs. Michael Sigband
Steve Burke Foundation
Paul Kim
Dandy O’Shea
and Patrick McCalla
The Strauss Family
Bill Witte and Keiko Sakamoto
H
The Chiboucas
Family
Mr. and Mrs. Ardean Ladd
Nadelman Family
The Thorp Family
John Gregg
Sylvia Parkand James J. Lee, MD
Rita Rank
Shahla Rah
Alex and Zachary Parker
Sakura and William
Wang
!
Nancy Fries
Rebecca and John
Dewey
Lisa andSteve Briggs
Saltanat Kamaliyeva and Eduard
Kim
Christy andLou Marlin
The Staal Family
The Williamson
Family
C.W. Driver
Arthur Kish
Semira and Mark
Moshayedi
Urvashiand
Tushar Patel/Tarsadia
Foundation
Youhana Family N
The Goul Family
Dr. Arthur Lander
Douglas C. Neff
Alma Adilagic-Torlic
andEnes Torlic
O
Donna Foulger
Sohee Ham and
Hwanik Choi
Todd Haney
Jing Zhu and
Guihai Li
Rockand-Sock’em Marketing
Dr. James Weatherall
Christina and Steve Gerschultz
Diane and Jim Geocaris
The Dull-Shieldkret
Family
Rick andShannon
Lowe
Kristin and Toyozo
ShimanoPaul Ruig
Argyros Family
Foundation
Michael Bear‘09
Barbara andBob Benner
Kylie Schuyler
and Douglas Hodge
The Boulos Family
Lisa Johnson
Dr. Michelle Thai andDr. David
Mai
Ellen and Greg Solaas
Westling Associates
Janet and Thomas
Burns
Cody andJoseph King
Gordon and Anne Marie
McNeill
Helen and Jonathan Min
Dr. Chao H. Sun and
Dr. Stephanie W. Wang
Anu andMihir Worah A
Haejin andYung Cho
Drs. Cynthia and Steve LaMotte
Rosemary Healy and Thomas
Noto
Rhonda and Anthony Nobles
Shelley Thunen
Y
John Hagestad
Cheryl and James
Lewis
Don and Jennifer Robert
Rosemary and Larry
Ward
Fudge Family
Dr. Peter Donovan
Lisa andRay Bukaty
Kenneth and Johanna
Kim
Barbara and David Masarik
Maxine andJohn
Stomber
Chana and Steven
Wise
T
RyanCasserly
‘05
Leigh Donaldson
Carman and
Chris Carman
Susan andDavid Knox
Mariellen and Mark Murray
Dr. and Mrs. Athanasios Theologides
K
The Green Family
The Grammer
Family
Dr. Juan Francisco and Joanne Lara
Ginger Sun and
Arthur Ong
Ueberroth Family
Foundation
U
Tracy and Steve Friedmann
Henry and
Lillian Chung
Steinberg Architects
JoelLipman
Mary Roosevelt
Janet S. Hadley andH. Lawrence
Webb
The Gordon Foundation
The Ellingson Family
Jean Kawahara and Dean Dunlavey
Jamie andStephen MacLeod
Alexandra and David Lubowe
Eileen and Kat
Shitanishi
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