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Building a Bridge: Transitioning Campaign Success into Sustainable Major Gifts. Travis Carley Corporate Vice President CCS. AICAD Development Conference Monday, July 16, 2012. About CCS. CCS is a comprehensive fundraising consulting and management firm.

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Building a bridge transitioning campaign success into sustainable major gifts

Building a Bridge: Transitioning Campaign Success into Sustainable Major Gifts

Travis Carley

Corporate Vice President

CCS

AICAD Development Conference

Monday, July 16, 2012


About ccs
About CCS Sustainable Major Gifts

  • CCS is a comprehensive fundraising consulting and management firm.

    • Founded in 1947, headquartered in New York City.

    • 11 regional U.S. offices and 2 international offices in London and Dublin.

    • More than $3 billion in project goals under management.

  • CCS designs and directs initiatives for distinguished local, regional, national and international charities across the spectrum of non-profit sectors, including:


Course objectives
Course Objectives Sustainable Major Gifts

  • Identify the opportunities that are inherent to a successful campaign

  • Discuss the key elements to forming a continuing major gift relationship during the pledge period

  • Explore how the campaign experience can transform your annual program

  • Explore the options for the school’s next strategic effort



Campaign success natural opportunities
Campaign Success = Natural Opportunities Sustainable Major Gifts

  • Campaigns can serve as a tremendous starting point for a newly formalized or invigorated major gifts program

  • Peak awareness of the school, its needs and vision

  • Great enthusiasm and high sights

  • New donors and newly enriched existing donor relationships

  • A focus on effective individual solicitation practices

  • Board and leadership engagement is elevated

  • Momentum!


Making the most of campaign success
Making the Most of Campaign Success Sustainable Major Gifts


1 campaign close out
1. Campaign Close Out Sustainable Major Gifts


Proper campaign close out
Proper Campaign Close Out Sustainable Major Gifts

  • Bring the campaign to a successful and definitive close

  • Highlight your success!

  • Focus on the impact on students and programs

  • Say thanks again and again

  • The campaign does not end when goal is reached

    • What you do post campaign will define your relationship with volunteers and donors


Post campaign priorities
Post Campaign Priorities Sustainable Major Gifts

  • Close outstanding requests

  • Continue campaign communication

  • Focus on pledge redemption

  • Continuation committee

  • Publish pledge redemption results and impact

  • Keep up with pledge reminders

  • Pledge follow up procedures

  • Monitor pledge progress carefully

  • Track one-time donors and be ready to re-contact them

  • Keep the momentum and excitement!


Do what was promised

… At least! Sustainable Major Gifts

Provide campaign recognition in a timely fashion

Put someone in charge!

If you haven’t already, determine: “name as you wish to be recognized”

Create or update your donor wall

Make plans for campaign celebrations or receptions

Distribute keepsakes

Remember leadership recognition

Do What Was Promised


Evaluate your success
Evaluate Your Success Sustainable Major Gifts

  • Did we reach goal is just the beginning

  • What made the campaign a success?

  • What worked well? What could have been adjusted?

  • Board/volunteer/trusted donor assessment of the campaign

  • What did we learn from the campaign that can be applied to our ongoing efforts?

  • Know Your Numbers:

  • Lead gift

  • Table of gifts

  • # Donors

  • First-time donors

  • Success rate

  • % of ask secured

  • Board participation


2 continued donor relationships
2. Continued Donor Relationships Sustainable Major Gifts


Stay in contact
Stay in Contact Sustainable Major Gifts

  • Don’t lose the relationships you have built!

  • You can’t say thanks often enough

  • Continue to communicate with donors

    • Project updates

    • Thanks, not invoices for pledge payment

    • Stories from students that have benefited

    • Notes from engaged faculty

  • Take relationships to the next level

  • Go beyond the recognition promised

  • Keep volunteers engaged

  • Have a plan!


Donor profiles Sustainable Major Gifts

Coffee table book

Thank-you advertisements

Impact/Appreciation Reports

Annual stewardship meetings

Ceremonies to unveil recognition

Creative Donor Recognition


Take advantage of your new project

Use natural opportunities for stewardship and cultivation as campaign projects begin

Events

Tours

Onsite programs

Communication

Advisory opportunities

Communicate important milestones to campaign donors

Begin to tie newly funded spaces and opportunities to ongoing programs

Take Advantage of Your New Project


Create stewardship plans
Create Stewardship Plans campaign projects begin

  • Each top donor should have a written stewardship plan

  • Part of an overall donors strategy

  • Spans the pledge period

  • Includes a trigger for developing the next donor strategy

  • Be aware of the transition from stewardship to cultivation

  • Taken together, these stewardship plans define monthly to-do items for your team


3 build your major gifts program
3. Build Your Major Gifts Program campaign projects begin


Learn from your campaign success
Learn from Your Campaign Success campaign projects begin

  • Compelling vision for the future

  • Well-defined case for support

  • Table of gifts, a plan and a goal

  • Dedicated resources and priority focus

  • Board and leadership engagement

  • Strategically identified and engaged prospects

  • Personalized solicitation materials

  • The power of pledging

  • Focus on activity


Identify a new vision for the future
Identify a New Vision for the Future campaign projects begin

  • Benefits:

  • Enables larger gifts

  • Allows you to tell a complete story

  • Demonstrates thoughtfulness

  • Increases confidence

  • Requires Board and staff involvement

  • Major gift success requires a vision beyond this year

  • Is there as strategic plan in place for the next 3-5-10 years

  • What is the next big step for your institution?

    • Additional capital needs

    • Expanded annual support

    • Phase II of current project?

    • Expansion of a program

  • Where does a donors investment fit in the big picture?


Nonprofit donor cycle
Nonprofit Donor Cycle campaign projects begin


Translate that Vision into a Case for Support campaign projects begin

  • 65% of wealthy donors said they are most motivated by notion of giving back to the community

  • 72% cited making a differenceas their primary motivation

  • 71% direct their giving to what they feel is an efficient organization

  • But just 20% believe their donations make a major impact on the organizations they support

Source: Bank of America Study of High Net Worth Philanthropy



Establish goals a timeline and a plan
Establish Goals, a Timeline and a Plan campaign projects begin

  • Define specific multi-year goals tied to the school’s vision

  • Use defined timelines and periods of increased activity to create campaign urgency

  • Use a table of gifts and attach names to each gift

  • Create a plan and use it to guide staff, leadership and volunteer efforts


Maintain staff attention and priority
Maintain Staff Attention and Priority campaign projects begin

  • Effective major gift programs (like campaigns) require daily staff focus

  • Continue the practice of standing report meetings and activity tracking

  • Don’t let the pipeline dry up!

    • Steward campaign donors

    • Identify new prospects

    • Cultivate donors concluding pledges

    • Solicit one-time donors

  • Build a balanced portfolio over time


Keep board and leadership engaged
Keep Board and Leadership Engaged campaign projects begin

  • Keep board and committee members engaged

  • Use campaign follow up to keep a spotlight on top donors

  • Continue to use their time strategically, regularly and well

  • Maintain donor relationships with leadership

  • Treat board members like major gift prospects (they are)


Strategically Engage Prospects campaign projects begin


Develop written donor strategies
Develop Written Donor Strategies campaign projects begin

  • Review prospect relationships

  • Includes stewardship

  • Determine ultimate goal and timetable

  • Plan appropriate actions

  • Develop specific actions

  • Coordinate actions with the team

  • Report and record the results

  • Review and revise


Make campaign projects beginyour major donor feel special

Offer a compelling leave-behind

Inspire post-solicitation reflection

Give you a competitive advantage

Demonstrates impact

Conveys urgency

Speaks directly to the reader and reflects their interests

Contains a specific request and impact

Is not a boilerplate

Personalized Proposals


Power campaign projects beginof the Pledge

The Cumulative Power of Pledging


Focus campaign projects beginon Activity

Nearly 40% of wealthy individuals cited being askedas a primary motivation for giving.


Keep Your Foot on the Pedal campaign projects begin

Compelling vision for the future

Well-defined case for support

Dedicated resources and priority focus

Board and leadership engagement

Table of gifts, a plan and a goal

Strategically identified and engaged prospects

Personalized solicitation materials

The power of pledging

Focus on activity


Campaign transition
Campaign Transition campaign projects begin

  • Structural Options

  • Another capital campaign (phase II)

  • Comprehensive campaign

  • Annual fund supplemented by targeted efforts


Comments and discussion
Comments and Discussion campaign projects begin


Thank you
Thank You! campaign projects begin

Travis W. Carley

Corporate Vice President

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