what’s in a campaign? exploratory discussion dr. william edward fahey, president charlie mckinney,...
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What’s in a Campaign?
Exploratory DiscussionDr. William Edward Fahey, President
Charlie McKinney, Vice President for Institutional Advancement
Robert E. Russell, Jr., President, RR&AOctober 22, 2010
Capital Campaigns Move Mountains
o No two mountains are alike: NO TWO CAMPAIGNS ARE ALIKE
o Move a mountain to solve a problem: CREATE, BUILD, IMPROVE, SAVE …
o Campaign Requirement: PROBLEM STATEMENT
Required Campaign Components
o Vision, Mission: MESSAGE – SOLVE AND TRANSCEND THE PROBLEM o Objectives: ACTIONS –THE MAJOR ACHIEVEMENTS TO SOLVE, TRANSCEND
o Messengers: SPONSORS, LEADERS, SPOKESMEN = DONORS o Case for Support: WHY YOU SHOULD HELP MOVING THE MOUNTAIN
o Communications Program: REACHING AND HEARING FROM TARGET MARKETS
o Fundraising Program: PRESENTING GIFT OPPORTUNITIES IN DONOR’S CONTEXT
Important Preparationso Forecast: ALL FUNDING NEEDED; PURPOSES AND USES FOR FUNDS.
o Research: WHO WILL GIVE, LEAD; HOW MUCH WILL THEY GIVE; WHEN & WHY?
o Estimate: TIME REQUIRED TO RAISE AND REALIZE NEEDED FUNDS.
o Write: CAMPAIGN PLAN – COMMUNICATIONS, FUNDRAISING GOALS, OPERATIONS, STAFF AND OPERATIONS STRUCTURES, PROCEDURES, POLICIES, TIMELINES
o Determine: COSTS FOR CONDUCTING CAMPAIGN; INCLUDE IN CAMPAIGN GOAL
Focus
o Campaign Vision: WHAT WILL WORLD LOOK LIKE WHEN MOUNTAIN IS MOVED?
o Campaign Results: UPDATE PROGRESS ON EACH CAMPAIGN GOAL
o Donor Base: FOLLOW-UP, CHERISH, NURTURE ALL DONORS; SHARE PRIDE IN THEIR ACHIEVEMENTS; KEEP MOMENTUM GOING (Common Failure)
o Institutional Culture: BEGIN INSTITUTIONAL GROWTH AND CULTURE CAMPAIGN
PROTECT WHAT YOU BUILD
Historic Campaigns
o REHABILITATION INSTITUTE OF CHICAGO “INDEPENDENCE” (for disabled)
$26 Million – Building - Recognized Medical Specialty – Insurance - Patient Care, Teaching, Education
Northwestern University Medical Center Acceptance
o HILLSDALE COLLEGE “FREEDOM FUND” (Non-adherence to Title IX)$29 Million – Scholarship Funds – Recognition as Principled Conservative College – Recognition for Academic Excellence in Liberal Arts – Recognition as an early College of Principles
o ST. EDWARD’S SCHOOL “Cross the River for Excellence” $8 Million – Establish Waiting List – Involve entire community – Achieve excellence
o BELLEVUE UNIVERSITY “In Progress” American, Human ExceptionalismCenter for American Vision and Values – Bellevue University foundationHuman Capital Lab and Curriculum – Bellevue Education and Business Models
o MacMURRAY COLLEGE “Campaign for MacMurray” Multi Purpose $14 Million Scholarships – Faculty Recruitment – Preservation Funds
Debt Reduction
o McKEE BOTANICAL GARDEN/Indian River Land Trust Preservation Fund $9 Million Rescue original Florida “hammock” from developers
Reinstate a Florida Landmark
Historic Campaigns
Historic Campaigns
o THE HERITAGE FOUNDATION : 10th, 25th Anniversary Funds“Heritage 10” “Leadership for America”
$32 Million $85 Million 1st Capital Campaign, Public Policy Leading Public Policy Institution
Subsequent: 2 Building Funds, Second Leadership for America Fund
o INTERCOLLEGIATE STUDIES INSTITUTE: 50th Anniversary Fund $54 Million Program Endowments - Operating Costs - Student Awards
o WABASH COLLEGE: Fund for Excellence; Fraternity Building Fund (Sigma Chi) $40 Million Scholarships – Faculty Chairs – Student Loan Funds $6 Million New Sigma Chi House (Owned by College)
Gift Motivatorso BELIEF (In the Cause)
o EFFECTIVENESS (Return on Investment)
o QUALITY (People)
o URGENCY (Immediacy of Problem Solution)
o MESSENGER (Who Asks; Method of Asking)
o BELONGING, INCLUSION, OBLIGATION (“Insiders,” Hopeful “Insiders”)
o NEED (Cannot survive without funds)
o TAX CONSIDERATIONS (Estate, Legacy, Deferred, Planned, Future)