Published on July 14, 2014
capital CAMPAIGNS: capital CAMPAIGNS It Doesn ’ t Take a Magician… Angie Johnson Smith, Partner Deborah Dale, CFRE. Partner Michelle G. Conklin, CFRE Executive Director Tucson Botanical Gardens capital CAMPAIGNS: capital CAMPAIGNS It Doesn ’ t Take a Magician… It ’ s not magic, but if you do it right…it ’ s Magical! Angie Johnson Smith, Partner Pre-Campaign Planning Study: Pre-Campaign Planning Study From Concept to Groundbreaking Objectives of Study: Objectives of Study Image Case Leaders Prospects Campaign Fundraising Plan & Resources Other Benefits : Other Benefits Legitimize Your Campaign Pre-marketing Your Campaign By-In Establishing Solid Background A Great Feasibility Study is 90% of a Campaign. Methodology: Methodology Internal Interviews – Your Board & Lead Staff (10-15) External Interviews (25-35) Survey Focus Groups The Interview: The Interview Interview Techniques It ’ s a Conversation Your Consultant is Representing You It ’ s Cultivation Not a Check List Engage & Listen How Do I Know my Consultant ’ s Style? NO YES: NO YES Results of Study = Success of the Campaign : Results of Study = Success of the Campaign It Measures… Supporters ’ willingness to give Supporters ’ willingness to volunteer for a campaign It Uncovers… New supporters for your organization It Determines… Whether your organization can plan for a campaign The Process : The Process Create Interview List Interview Internal Leadership Create Study Materials Research Interview External Stakeholders Administer Surveys Write Report Present Report to Board of Directors A Good Report Should Provide…: A Good Report Should Provide… Challenges & Opportunities Summary of Feasibility Recommendations for Case Statement Roles and Responsibilities of the Campaign Committees Campaign Plan Timeline Strategies for Securing Specific Lead Gifts Campaign Budget Executive Report with Prospects Recommendations for Campaign Leadership Just In Case You Are Thinking of Flying Solo…: Just In Case You Are Thinking of Flying Solo… Build Momentum!: Build Momentum! Feasibility Studies: More Than Pieces of Paper : Feasibility Studies: More Than Pieces of Paper Love the Organization ’ s Mission Will make this campaign a giving priority Will serve as leadership and is very connected Just Because A Nonprofit…: Just Because A Nonprofit… WANTS TO NEEDS TO does not mean THEY CAN THEY WILL Let the Results Determine the Achievable Goal The Capital Campaign: The Capital Campaign Phase I Pre-Campaign Marketing and Feasibility Study (Completed) Creating the Campaign Plan Phase II Organization Preparing materials Recruiting and Soliciting committees for the campaign Phase III Solicitation Conduct Major Gifts Solicitations Phase IV Follow-Up No stone unturned – all solicitations closed Phase V Close-Out Transition campaign and pledge redemption back to development office and celebration Hiring Your Consultant: Hiring Your Consultant Finding Your Consultant Pre-Interview Provide an RFP Cost Quoted is Actual Cost You Get What You Pay For … hopefully Engage Your Board in Final Hire Bid 3 / Interview 2 Who ’ s Doing The Daily Work? Like and respect them! Don’t Compare Apples To Oranges: Don ’ t Compare Apples To Oranges Compare Deliverables Compare the Amount of Interviews Are There Extra Charges for Extra Interviews Are There Extra Charges for Focus Groups Travel Administrative Don’t Compare Apples To Oranges: Time on Site Find Out if Fees are Inclusive of… If Fees are Not Inclusive, What are the Specifics of Said Fees? How Much of Your Staff Time Will Be Required? Who is Your Campaign Manager Don ’ t Compare Apples To Oranges Costs Associated – Yikes That’s Steep!: Costs Associated – Yikes That ’ s Steep! Studies: From $6,000 - $50,000 Campaigns: Under $1,000,000 ~15% $1,000,000 – $3,000,000 ~11-13% $3,000,000 - $7,000,000 ~6-10% $8,000,000 - $15,000,000 ~3-6% Over $15,000,000 ~2-5% Fee Structures More expensive in the beginning and will go down over time. Its Hard Work – And You Want It Done Right!: Its Hard Work – And You Want It Done Right! Trust Your Consultant Do Due Diligence When Hiring Listen to Your Consultant Your Consultant is Your Partner! If you can ’ t do it right, it ’ s not going to work. PowerPoint Presentation: Now Let ’ s Get Real capital CAMPAIGNS: capital CAMPAIGNS It Doesn ’ t Take A Magician… It Takes a Navigator Michelle Conklin, CFRE Executive Director Tucson Botanical Gardens The Evolution of a campaign: The Evolution of a campaign What happens when…: What happens when… Limited Funds Limited Resources Donor Driven Campaign Over Enthusiastic Board Campaign Path Unplanned Opportunities or Challenges PowerPoint Presentation: “ TBG-A Case Study: of a Dysfunctional Campaign ” PowerPoint Presentation: Act I The Unexpected “ Gift ” ? PowerPoint Presentation: Act 1 - Scene 1 Interior – Executive Director ’ s Office – Day JIM, an elderly man dressed in an outdated Johnny Carson suit, looks completely out of place as the temperature soars to 110 in the Sonoran desert. Yet, he appears at the door of the Executive Director, cool as a cucumber. JIM Nancy, I think this Gardens needs the eye of an architect. And my foundation will fund this architect, and he will make everything beautiful. PowerPoint Presentation: Scene II The Deal PowerPoint Presentation: 1. Fund Architect Design a new Visitor Center Revision Existing Spaces New Entry Upgrade Parking Lot New Visitor Center/Gift Shop New Café Enclose Current Pavilion New Restrooms New Gallery New Classroom Space PowerPoint Presentation: 2. Architect = Donor ’ s Choice 3. $280,000 towards the construction, IF 4. C omplete Fundraising in 1 Year 1. Fund Architect Design a new Visitor Center Revision Existing Spaces One Year…: One Year… New Entry Upgrade Parking Lot New Visitor Center/Gift Shop New Café Enclose Current Pavilion New Restrooms New Gallery New Classroom Space Let’s Start Raising Money!!: Let’s Start Raising Money!! Ready, Set, Go!: Ready, Set, Go! Feasibility Study Campaign Materials PowerPoint Presentation: $2.7 Million PowerPoint Presentation: Act II 2010 - The Year of Detours PowerPoint Presentation: Act 2 Interior – Dining room of donor ’ s home. Day. As the Executive Director lifted her fork to her mouth to taste the exquisite goat cheese and spinach salad… The Donor I ’ m pulling my pledge, Because according to the contract, YOU haven ’ t raised the funds needed to fund construction . Rule #1 Leave the Door Open: Rule #1 Leave the Door Open “ …May I knock on your door when … ? ” PowerPoint Presentation: Call #1 - “ …Do you remember when you said I could knock on your door when … ? ” Call #2 - $1,000,000.00 PowerPoint Presentation: “ The Foreclosure ” aka Let ’ s Buy A House “ TBG Case Study: A Dysfunctional Campaign ” PowerPoint Presentation: Tucson Botanical Gardens Neighborhood TUCSON BOTANICAL GARDENS PROPERTY Shopping Plaza Detour #3: Detour #3 2.7 Million Capital Campaign Recovering Economy Cash Reserves Campaign Tapped Out Donors Upcoming Remortgage PowerPoint Presentation: ? The Call….: The Call…. ? How Much Has Your BOARD GIVEN ” Next…: Next… Called on: Those closest Founders ? PowerPoint Presentation: $84,580 2 Onsite Meetings 18 Gifts / 65% Return 24 Hours 20 Phone Calls SOLD! $50,000! PowerPoint Presentation: Act III The Finale Phase 1 - 2011 - The Alvernon Way Garden Architect #1: Phase 1 - 2011 - The Alvernon Way Garden Architect #1 Let’s Begin…: Let ’ s Begin… AGAIN 2012 PowerPoint Presentation: Phase 2a - 2012 - The Entry Way PowerPoint Presentation: Phase 2b - 2013 Pedestrian Pathway 2013 PowerPoint Presentation: A Detour Can be Lovely Surprise… so can a corporate sponsor! 2013 PowerPoint Presentation: Phase III - 2014 Design, Development and Construction Estimates and Plans! PowerPoint Presentation: Phase 3 – Coming in 2015! Visitor Center & Interpretive Gallery capital CAMPAIGNS: © Copyright 2014 American Pubic Gardens Association. This presentation is intended for viewing only and should not be copied or re-distributed for further use. It Doesn ’ t Take A Magician… It Takes a Navigator capital CAMPAIGNS capital CAMPAIGNS: capital CAMPAIGNS It Doesn ’ t Take A Magician… Making the Magic Happen! Deborah Dale, CFRE Partner Smith & Dale LLC However…: However… Sometimes you do find a magician! Lisa Lovallo Market Vice President, Cox Southern Arizona The ‘How-To’: The ‘ How-To ’ Convince the Magician to Make the Magic! Step-by-Step Case Study The Story of Tucson Botanical Gardens and Cox Communications But… THIS COULD BE YOU! R-E-L-A-T-I-O-N-S-H-I-P-S!: R-E-L-A-T-I-O-N-S-H-I-P-S! Two Important Factors:: Two Important Factors : I Had Built a Relationship with Lisa Through business, board service, community engagement, and cultivated thru prior nonprofit jobs I ’ ve had I Was the Tucson Botanical Garden ’ s Campaign Consultant (Michelle Conklin is brilliant…) STEP 1: STEP 1 Never Waste a Good Crisis! Get Creative!: Get Creative! How Could She Not Know…???: How Could She Not Know…??? Avid Gardner Mom Bonding Activity Tucson Native Lives Nearby Middle of the Cox Service Area…. Notice…..: Notice….. I did say SHE (Lisa), not IT or THEM (Cox) This is all about relationships, and now Lisa was about to build one with Michelle… And this was the first time they met Be the solution!: Be the solution! STEP 2: Find a way to say ‘YES!’: STEP 2: Find a way to say ‘ YES! ’ Throw a good party! STEP 3 : Steer the Ship!: STEP 3 : Steer the Ship! Manage the Relationship And hire codependents! Be bold! Let the Magic begin…. STEP 4: Strike While the Iron is HOT!: STEP 4: Strike While the Iron is HOT! STEP 5: The Ask! : STEP 5: The Ask! The Magic IS the:: The Magic IS the: Right Person Right Time Right Amount Right Asker Find a Way to Say‘Yes!’: Find a Way to Say ‘ Yes! ’ We said, “ Capital ” She said: “ Butterflies ” We said, “ YES! ’ STEP 6: Spread the Love: STEP 6: Spread the Love “ May I bring my boss ’ s boss ’ s boss ’ s boss…?! ” STEP 7: Leverage: STEP 7: Leverage THINK…!: THINK…! Connections Community Members Who does it make sense to cultivate When? For What? How? ….? Connections: Connections It’s Not Magic… but if you do it right… It’s Magical: It ’ s Not Magic… but if you do it right… It ’ s Magical The Study The Plan The Consultant It Doesn’t Take A Magician…. It takes a navigator: It Doesn ’ t Take A Magician…. It takes a navigator Limited Funds Limited Resources Donor Driven Campaign Over Enthusiastic Board Campaign Path Unplanned Opportunities or Challenges Keep the door open Call on those closest Focus, Faith & Fearlessness It Doesn’t Take A Magician… The Magician Speaks : It Doesn ’ t Take A Magician… The Magician Speaks Give me a way to say YES Plan and leadership are key Must be a win-win Meet me where I am Don ’ t ask for marriage on the first date It Doesn’t Take A Magician…. Making the Magic Happen: It Doesn ’ t Take A Magician…. Making the Magic Happen Build real relationships Be creative Right Person Right Time Right Amount Right Asker ?: ? Thank You!: © Copyright 2014 American Pubic Gardens Association. This presentation is intended for viewing only and should not be copied or re-distributed for further use. Thank You!