Presentation on theme: "Campaigns Endowment, Capital and Comprehensive"— Presentation transcript:
1 Campaigns Endowment, Capital and Comprehensive Kathleen HansonSenior Consultant and PrincipalLeader – Schools Practice GroupEditor, The NAIS Handbook on Marketing Independent SchoolsNESA Leadership Conference – October 2011
2 Our focusTypes of campaigns Three Essential Components of any campaign: CASE CONSTITUENCY CATALYSTS
3 Campaign Planning begins with Defining Institutional Vision andPrioritiesClear articulation of who you areKnowing where you are goingArticulating how you intend to get thereIllustrating the difference it will make
4 Benefits of a campaign It provides a structure for the fund raising It provides a “sense of urgency”It provides opportunities for engagement to a group of valued volunteersIt positions the school soundly within its marketIt provides endless opportunities to talk about the vision
5 Successful Campaigns Begin with a strategic plan From the plan, identify initiatives which require fundingAssess capacityIdentify LeadershipStaff appropriatelyEngage, cultivate, and solicit
6 Campaign Success Factors Successful annual fundsStrategic management of constituent groupsAbility to enlist volunteersAccurate analysis and tracking of the pool of potential donorsProven stewardship
7 More specifically: Annual Fund Practice Analysis & Tracking Goal settingLeadership giving goalsSegmentation of donorsHigh quality solicitation activityParticipationAbility to administer giftsDonor relationsAnalysis & TrackingScreeningDonor ResearchIndividualized donor strategiesSystematic and creative tracking of the relationshipManagement of donor information
8 Case for Support Compelling and authentic Expresses a clarity of vision and directionIt identifies the “for what” and “why” of the campaign and this language must be communicated across all channels
9 Campaign Success Capacity How well do you know the philanthropic potential of your constituency?Acquire key areas of knowledgeManage informationUnderstand major donors
10 Campaign Success Ownership of the Board of Trustees and Head of School Campaign LeadershipNucleus/Leadership PlanGift acceptance policiesCampaign Communications PlanDonor Relations Plan
11 Testing the Philanthropic Environment Feasibility StudyType of study to considerGoals of the studyWhat you learn from itWho does what?
12 Testing the Environment Data base screening“old fashioned” screening sessionsFormer donorsVitally important
13 When are you ready? Case for support is developed All of the essential pieces are in placeThe donor base is known and is engagedYou have clarity around a planning goalThere are a number of key staff and volunteers who are ready to do the workEvery campaign needs a champion
14 Role of Planned GiftsDepends upon the maturity of your current programDepends upon the campaign objectives and when the dollars are neededSome schools have a planned giving total aside from the campaign total
15 Campaign Costs Budgets run from 3% to 8% of campaign goal Primary expenses include:Feasibility StudyCampaign CounselTravel, Dinners, EventsDonor researchPrint costs – public phase
16 Funding Options Borrow from a quasi-endowment Use unrestricted gifts Allocate unrestricted bequestsRequest gifts to underwrite costsIncrease operating budgetIncrease endowment payout rate
17 How do you structure? Often depends upon the school Need some type of volunteer leadership committeeMake up? It needs gravitas.
18 The Role of the Leadership Committee Lead - and make the first giftsWith staff, set the pace and calendarWith staff, cultivate, solicit and stewardWith staff, develop strategies for each potential donorWith staff, thank donors
19 Insure education for the volunteer leaders Develop campaign “talking points” from the Case for support and insure key leaders are comfortable with them.From “calling for an appointment” to an actual solicitation, provide education to volunteer leadersCRITICAL Component
20 Ensure the followingVolunteer leaders understand how to respond to various questions from a donor…….and, why donors say “no.”Volunteer leaders understand when a proposal might be more effective
21 The Role of the Board of Trustees A campaign is their first priority both individually and as a groupMake a financial commitment at one of the top rungs of their ladder of givingPlay a role: solicit, cultivate, engage, steward and provide the staffing and budget needed
22 The role of the development team OrchestrateAssist with solicitationsManage constituent relationshipsInsure gift intent is honoredAcknowledgeEngage in intentional stewardship
23 The role of the Head of School Plan on 30% of the Head of School’s time dedicated to the campaign for the leadership phaseThe Board of Trustees, faculty and staff need to understand this at the outset.
24 Leadership Change?Schools are electing to have a leader or co-leaders for the nucleus or leadership phase, then change leaders for the public phase.