A STRATEGIC DISCUSSION

CVIM Development & Marketing

December 4, 2013CVIM Board Presentation

3 Year Overview

• CVIM is financially strong, meeting goals and raising money, but wanted a deeper look.

• Strategic analysis of three aggregated categories: Individuals, Corporations and Foundations.

• Individuals = Individuals, Board, Former Board, Staff, Volunteers.

• Corporations = Corporations, Organizations, Government, United Way, Religious Groups

• Foundations = Private and Public Foundations

Three Year Totals 

RAISED

FY11

DONOR#

RAISED FY12

DONOR#

RAISED FY13

DONOR#

TOTALRAISED

DONOR#

FUNDS TOTAL

%

FY14PROJECTION

S

Individuals1,311,62

9 681 1,395,728 5351,224,01

0 698 3,931,367 1,914 56% 1,400,000

Corporations/Groups/Orgs 664,565 101 625,490 89 563,378 85 1,853,433 275 26% 650,000

Foundations 339,447 29 363,059 33 572,139 41 1,274,645 109 18% 450,000

TOTAL RAISED2,315,6

41 8112,384,27

7 6572,359,5

27 8247,059,44

5 2,298 100% 2,500,000

GIFT CATEGORIESTOTAL $ RAISED

% GIFTS

# DONORS

%DONORS

FUND PROJECTION

FY14

$100,000 & Above 2,482,477 35 12

 

875,000

$50,000 - $99,999 790,000 11 14 275,000

$25,000 - $49,999 1,441,247 21 47 525,000

$10,000 - $24,999 1,103,116 16 78 400,000

$5,000 - $9,999 440,818 6 74 150,000

TOTAL MAJOR GIFTS 6,257,658 89 225 10% 2,225,000

Below $5,000 801,787 11 2,073 90% 275,000

TOTAL RAISED 7,059,445 100 2,298 100% 2,500,000

Critical Observations : Individuals

Major donors ($5,000 or more) represent 4% of all donors and responsible for 88% of total dollars raised.

Over 3 years , 86 major donors raised $3,466,756 representing 49% of all donations.

Gifts less than $5,000 represent 96% of donors and are responsible for 12% of total dollars raised.

Over 3 years 1,828 gifts of less than $5,000 raised $464,611.

We have an aging donor base, our longest and most generous donors are well into 70’s & 80’s.

Trend is an increase in lower level donors and a static or reduced number of major donors over $5,000.

Critical Observations: Organizations

Corporations account for 26% of total dollars raised - $1,843,433 over a 3 year period.

CVIM is seeing a 3 year overall reduction in donors/dollars as reflected in national trends.

Need renewed Company of Caring focus for business sectors: pharmaceutical, biotech, banking, construction/real estate.

Need to build stronger relationship to retain and grow Golf Sponsors into consistent donors beyond Golf Classic.

Critical Observations: Foundations

Foundations donors and dollars has increased over last 3 years.

FY13 saw significant jump of Foundation dollars ($572,139), representing 24% of dollars raised.

Sustained growth from year to year is difficult due to changing application requirements and guidelines as well as funding limits.

Continued engagement is critical with foundation leadership even if grant application is not possible.

CVIM Advancement Committee

An integrated marketing and development approach with the Strategic Objective of

fostering and strengthening CVIM’s financial stability through growth and

development of donor strategies.

Members: Robin Shine, Betty Moran, Diego Calderin, Franny Abbott, Donna Coffey, Eileen McAnally, John McGowan, Ken Mumma, Perry Pepper, Mike Schnably, Stacy Sempier, Noel Stanek, Richard Wells

Advancement Committee Deliverables

Chair discussions on increasing collaboration among established Committees – A new approach.

October 23rd combined work session with Marketing and Development committees

Identified 5 Key Goals for next 18-24 months

Brainstorming ideas and outline of tactics for Goals were defined

Ongoing joint planning and collaboration

Advancement Collaboration

Development-Major Gifts

Company of Caring

Golf Classic

Marketing

Advancement Planning

Team

Goals & Objectives

Goal #1: Growth and Retention of individual donor base. Strengthen donor long term giving and increase overall donor giving volume.

Objective 1 : Increase the number of major gift donors (gifts greater than $5,000) by 3-4 annually & major donor dollars to reach 50% of funds annually. FY13: 45% ($1,060,000) 27 donors FY14: 50% ($1,250,000)

Objective 2 : Retain current donors & identify new donors to increase donor base for gifts less than $5,000.

Goals & Objectives

Goal #2: Develop & Expand Corporate/ Organizational Giving

Objective 1 : Establish an active Company of Caring Program targeted at corporate leadership.

Goal #3: Develop Next Generation Strategies for donor cultivation and funding sources

Objective 1 : Define & create focused outreach strategies to engage young adults (ages 25 – 40) in donor opportunities.

Goals & Objectives

Goal #4: Maximize all potential foundation and grant funding sources available to CVIM.

Objective 1: Solicit foundation and grant resources for funding that is relevant to CVIM mission.

Objective 2: Cultivate & engage trustees, funders and administrators in the mission & work of CVIM.

Goals & Objectives

Goal #5: Create Communication Strategy to increase awareness of the agency and its mission.

Objective 1: Create consistent messaging and positioning to communicate CVIM value to internal and external audiences.

Objective 2: Define specific messaging as it relates to CVIM and the impact of the Affordable Care Act.

Objective 3: Create positioning and messaging for communication relative to new facility acquisition and program improvements.

Objective 4: Increase technology and social media tools to support CVIM communications.

Advancement Planning

Next Steps:

Individual teams will refine tactics and assign timeline, metric and responsible party

Cross communication and oversight of plan will be collaborate effort by Advancement Planning Team

Progress reports against plan provided at Board Meetings

Board engagement in tactics specifically for Major Gifts and Companies of Caring

Board InvolvementEvery Board member can be a fundraiser and

friendraiser

• Introduce leadership individuals to CVIM.

• Participate in visits and presentations.

• Provide input to Development – review potential donor lists.

• Help write personal thank you notes to donors.

• Make personal thank you calls to donors.

• Serve on a committee.

Questions & Feedback