1. Fundraising Nuts, Bolts, and Pitfalls Advancing the science of anesthesia through education and research John T. “Jack” Hitchens, CRNA, BA Luanne Irvin, MS

2. Sources of Charitable Giving National Philanthropic Trust at www.nptrust.org In 2011, charitable donations: Individuals ($217.79 billion - 73% of total giving) Foundations ($41.67 billion - 14%) Bequests ($24.41 billion - 8%) Corporations ($14.55 billion - 5%) Advancing the science of anesthesia through education and research

3. AANA Foundation Sources of FY12 Charitable Giving Individuals – Total $650,124 – 78.8% Active Members – $508,709 – 61.7% Students – $9,775 – 1.2% Retired – $100,763 – 12.2% Non Members – $30,877 – 3.7% State Associations $62,775 – 7.6% Corporations $100,956 – 12.3% Bequests $10,000 – 1.2% Total FY12 Giving - $823,852 Advancing the science of anesthesia through education and research

4. Individual and Family Philanthropy National Philanthropic Trust at www.nptrust.org 65% of households give to charity The average annual household contribution is $2,213 while the mean is $870 98% of high net worth households give to charity 81% of high net worth donors cite “giving back to the community” as a chief motivation Advancing the science of anesthesia through education and research

5. Renewal (Donors) vs. Acquisition (Prospects) Donors – two types: Current – gave to the Foundation already in FY13 or in FY12. Lapsed – gave to the Foundation in the past, but not in FY12 or not yet in FY13. Prospects – everyone else. AANA has approximately 45,000 members and Foundation donor database includes approximately 8,000 records of those who have given within the last 5 years (18% of membership). Why is this important?? The majority of an organization’s fundraising income comes from the donor base. When implementing fundraising efforts it will often cost money to get new donors (to convert prospects to donors). Prospect efforts operating at break even are considered successful. Advancing the science of anesthesia through education and research

6. AANA Foundation Annual Planning Fiscal Year runs from September 1 – August 31 Currently in Fiscal Year 2013 Income and expense budget is developed and approved by the AANA Foundation BOT prior to the new fiscal year Fundraising Plan, strategies and tactics are developed prior to the start of a new fiscal year based on the prior years results – although they can be adjusted as needed. Advancing the science of anesthesia through education and research

7. AANA Foundation Fundraising Solicitations Membership Dues Insert Direct Mail Electronic Communications Telemarketing Face-to-Face and One-on-One Opportunities Special Events Website Advancing the science of anesthesia through education and research

8. Membership Dues Solicitation Advancing the science of anesthesia through education and research

9. Direct Mail General Mailing – October  Mails to current and lapsed donors (approximately 8,000 over the last five years)  Did not mail the top telemarketing donors this year – should give more via telemarketing. No Call Mailing – February  Mails to past “no call” donors and telemarketing “send letter”. Lapsed Donor Mailing – July  Mails to those individuals who have given in the past but have not yet given in the current fiscal year. Pioneer Mailing – July  Mails to AANA Foundation “Pioneers” with breakfast invitation to Annual Meeting Reception. Advancing the science of anesthesia through education and research

10. Electronic Outreach Personal Emails GoldMails  Student Outreach – Dollar$ for Scholars  Thanksgiving Greetings  Holiday Greetings  Event Invitations NewsBulletin articles Surveys All include link to website donation page Advancing the science of anesthesia through education and research

11. Telemarketing Outside Vendor – DirectLine Technologies, Inc. Calls made November – January FY12 List includes past donors plus the following prospect groups:  recent CRNA graduates  those who have benefited Foundation programs  prospects group of CRNAs age 50-55 Advancing the science of anesthesia through education and research

12. Face-to-Face and One–on-One Annual and State Meetings Booth Discussions Group Presentations Individuals Meetings Stewardship, Information and Solicitation Major Donor/Major Gift Solicitation Friends for Life Discussions and Solicitation Advancing the science of anesthesia through education and research

13. Special Events Fundraisers and “Friend”raisers Fiscal Year 2012 15 th Annual Golf Tournament at the Presidio ticket price, 50/50 raffle, Mulligans, string, casino hole California Hornblower Dinner Dance Cruise on San Francisco Bay ticket price, silent auction Awards and Recognition Dinner silent auction Advancing the science of anesthesia through education and research

14. Special Events Fundraisers and “Friend”raisers Fiscal Year 2013 Vegas – The Stars Come Out at Night Celebrity host CRNA and student talent competition One dollar per vote DJ, dancing, dinner, drinks Preceded by Awards and Recognition Event Advancing the science of anesthesia through education and research

15. Website Strategy: Make people aware of the importance of the Foundation. Encourage financial support. Keep people connected to the Foundation. Tactics: Links to website in all outgoing electronic materials and web address listed in all printed materials. Website includes all pertinent Foundation information – program deadlines and opportunities, events, updates, reports, Donate Now button Recognition for awards winners, donors, volunteers, others Advancing the science of anesthesia through education and research

16. Cultivation Annual Report Mailing – September/October  Mails to top 300 donors along with post-it note identification and thank you Annual Report GoldMail Message – Sept/October  Message to Members – thanks for FY12, support in FY13 State Advocate Thank You Outreach – Oct/Nov  FY12 thank you email, note or letter to state donors Thanksgiving GoldMail Message – November  Message to Members – Happy Thanksgiving, support the Foundation Board of Trustee Thank You Calls – February  Mails to past “no call” donors and telemarketing “send letter”. GoldMail Event Invitaton – May  Message to Members Advancing the science of anesthesia through education and research

17. How You Can Help… State Meeting Booths Strategy: Make people aware of the importance of the Foundation. Encourage financial support. Keep people connected to the Foundation. Tactics: Set up Booth where individuals can stop by to learn more – program deadlines and opportunities, events, updates, reports. Make a presentation to attendees using the Foundation slides. Have a process to accept donations – envelopes, onsite access to Foundation website and donation page, etc. Host a fundraiser such as a silent auction or raffle. Thank and/or recognize awards winners, program recipients, donors, volunteers. Advancing the science of anesthesia through education and research

18. Cost Per Dollar Raised Expense of Activity/Net Revenue Membership Dues Expense approximately $1,200 for 43,000 dues inserts. Raised $99,500 in FY12. $1,200 expense / $99,500 revenue = $.01 CPDR Direct Mail Expense approximately $628/M (per thousand) to print materials, laser, fold, insert, seal, sort, mail and add postage. 17,800 mailed for a total cost of approximately $11,200 Raised $112,000 in FY12. $11,200 expense / $112,000 revenue = $.10 CPDR Donor mail to 14,800 ($9,300) raised $111,500 = $.08 CDRP Prospect mail to 3,000 ($1,900) raised $500 = $3.80 CDRP Advancing the science of anesthesia through education and research

19. Cost Per Dollar Raised (cont.) Expense of Activity/Net Revenue Telemarketing Expense $32,000 for 10,000 records - $3,200/M Raised $155,000 in FY12. Expense of $32,000/$155,000 revenue = $.21 CPDR Donor calls to 7,000 ($22,400) raised $149,000 = $.15 CPDR Prospects calls to 3,000 ($9,600) raised $6,500 = $1.48 CPDR Face-to-Face (Foundation Booth at Meetings) Expense $10,000 (travel expenses for Foundation staff to man booth at Annual Meeting and Assemblies). Revenue $20,000 in Annual Giving dollars alone – does not include “Other Giving” such as scholarship support, event donations, Friends for Life. Expense of $10,000/$20,000 revenue = $.50 CPDR Advancing the science of anesthesia through education and research

20. Cost Per Dollar Raised (cont.) Expense of Activity/Net Revenue Special Events California Hornblower Dinner Dance Cruise Expenses $20,000 for 200 guests. Raised $40,000. Expense of $20,000/$40,000 revenue = $.50 CPDR 15 th Annual Golf Tournament Expenses Website Advancing the science of anesthesia through education and research

21. Pitfalls Events that take up too much time for too little profit. Unreasonable cost per dollar raised. Other… Advancing the science of anesthesia through education and research

22. Opportunities Advancing the science of anesthesia through education and research

23. Call (847) 655-1170 or visit our website at www.aanafoundation.com Thank you! Advancing the science of anesthesia through education and research