![Page 1: Funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI: Lessons Learned 22 March 2007](https://reader033.vdocuments.mx/reader033/viewer/2022051619/56649e745503460f94b74846/html5/thumbnails/1.jpg)
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
MGI: Lessons Learned
22 March 2007
![Page 2: Funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI: Lessons Learned 22 March 2007](https://reader033.vdocuments.mx/reader033/viewer/2022051619/56649e745503460f94b74846/html5/thumbnails/2.jpg)
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Today’s Discussion
• What we anticipated
• What we designed in response
• What we have observed
• Our goals
• What you have accomplished
• Lessons Learned
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What We Anticipated
• Potential for major giving growth is not a new idea• Success has been demonstrated, but not widely replicated
• In order to achieve success there are obstacles to overcome• The General Manager “job description” • Station Boards’ commitment, training and
experience
• Development staffs skill set and perspective
• Short term focus
• Few effective support mechanisms
• Articulating and supporting the major giving message
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
2 Key Assumptions
• There is a need for both strategic support (how to organize for change, how to institutionalize a mission-based giving strategy) as well as tactical support (we lack some of the basic nuts and bolts skills of major gift fundraising).
• This is a long term process. Both stations who commit to this strategy and those who advance it as desirable must recognize that it involves a multi-year commitment of attention and resources.
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative MGI Activity to Date
• The largest undertaking of its kind in the history of public broadcasting
• 117 Stations• Fifteen Team Leadership Meetings• Six Part Curriculum
• 20 Web Lectures• 355 Cohort calls
• Implementation Consulting• 1500+ days to date
• Video Materials• Prospect Research• Board Effectiveness Project• Website http://majorgiving.cpb.org
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Our Goals
• Revenue• Increase net revenue from major gifts• Increase major giving as a percentage of total
gifts from individuals• Increase median gift size among major donors• Increase major giving rate of growth
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Our Goals
• Outcomes for all Stakeholders• General Managers • Board Members • Development Team• Station Staff• Donors• Community
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What We Have Observed
• Creating a Culture of Philanthropy
• Consistency of Messaging
• Internal Communications• Rewards structure that does not encourage
internal collaboration
• Getting back to “Zero”
• Strategy is Execution
• Time and Resources
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
New Opportunities
• Our Boards (or more properly our Board Members)
• What happens when you begin the mission conversation
• Allowing the fundraising to match the mission or servants’ entrance to community involvement
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What you Accomplished
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
18.04%
-0.91%
-9.52%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
Change in Gross Major GivingRevenue from FY04 to FY05
MGI Round1
MGI Round 2
Non-MGIStations
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
$16,2
43,6
92
$19,1
74,1
30
$19,6
74,9
50
$19,4
96,0
22
$13,3
90,6
04
$12,1
15,2
54
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
$20,000,000
MGIRound 1
MGIRound 2
Non-MGIStations
Gross $1000 Plus Revenue
FY04FY053-D Column 3
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
17.73%
0.00%
-0.34%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Median Station Rate ofGrowth in Major Giving
MGI Round1
MGI Round 2
Non-MGIStations
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
$10,000+ DonorsRound 1 Stations
255
260
265
270
275
280
285
290
2004 2005
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative MGI Accomplishments
• And it’s more than just the money• Mission, Vision, Values & Case Development• New Board/Volunteer Involvement
• Revitalized (or newly created) Development Committees
• Staff restructuring: Staff buy-in• Formalized prospect identification, cultivation
and stewardship programs
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
5 Lessons…and some good examples
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Just Do It
• …and measure it • Plan-it MGI• Systems liberate• Persistence and patience pay off
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
It Takes a Vision
• Visions take time• …and they come in pieces
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Leadership is the key
• Keeping Hope alive• People make the difference• Teamwork Makes it Happen• Sometimes its structural
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Creating a culture of philanthropy
• Reach vs Impact• The dialogue…not the monologue• The Infinity Loop
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What Comes Next
• Accountability
• Professionalism
• Restricted Fundraising
• Planned Giving
• New roles for Boards and General Managers
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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Questions?
• http://majorgiving.cpb.org