Capital Campaign Preparedness and Feasibility Study The University of North Carolina at Greensboro Board of Trustees Greensboro, North Carolina December 15, 2012 Presented by: Patricia W. Stewart, Vice Chancellor University Advancement 1
Planning Study Objectives and Methodology Objecti jectives es Met ethod hodol ology ogy • Engage key stakeholders and prospective donors; • Initial Case Development seek advice and instill ownership of the campaign • Interview Candidate Identification • Assess campaign feasibility of achieving a $200 • 78 CCS-Conducted and 122 UNCG-Conducted million goal Strategic Individual Interviews with: • Understand general attitudes and perceptions • Select current and past Board members regarding UNCG • Alumni • Corporations • Test the case for support • Foundation • Friends of the University • Identify potential donors, leaders, and volunteers for • E-mail survey of 7,227 individuals the campaign • Three focus groups with the following constituencies: • Determine personal willingness to lead, support, and • Parents make gift requests for the campaign • 1970’s and 1980’s Alumni • Determine a workable fund-raising plan • Spartan Athletics Supporters • Avoid launching a campaign that is beyond the capacity of the organization 2
Planning Study Participants At the conclusion of the Study, CCS created the Final Report documenting the feedback and advice from all Study interviews conducted by both CCS and UNCG. The constituency breakdown of the interview participants is as follows: CCS CCS-Co Condu ducted ed Inter ervie iews UNCG-Co Condu ducted ed Inter ervie iews s Constit tituenc ency Count nt Perce rcent ntage Constit tituenc ency Count nt Perce rcent ntage Alumni 40 51% Alumni 100 82% Board of Trustees 4 5% Board of Trustees 4 3% Foundation 7 9% Foundation 4 3% Corporation 8 10% Corporation 0 0% Friend 19 24% Friend 14 11% TOTAL AL: 78 78 100% TOTAL AL: 122 122 100% *Each participant is included in one constituency 3
Primary Conclusions Ac Achievi ving ng a $ $175M M Work rking ng CCS recommends that UNCG initiates a comprehensive Goal campaign with an initial working goal of $175 million . $200 UNCG can achieve a goal of $175 million with the following $180 provisions: $25 $160 − The active campaign timetable is seven years (FY12 to $140 FY18). $120 $75 − UNCG leadership aggressively pursues Principal Gift $100 donors ($2.5 million+) with transformational funding $80 opportunities early in the campaign. − $60 UNCG advancement invests heavily in prospect cultivation $50 and new donor engagement . $40 − Planned giving serves as an integral component of the $20 $25 campaign. $0 − UNCG raises, through its total baseline annual $ millions fundraising efforts, at least $7 million on average over the Principal Gifts (FY 12-18) seven year timetable. Campaign Specific Major and Planned Gifts (FY 12-18) − Funds raised after the conclusion of the Students First Campaign on 6/30/09 be credited toward the new Total Baseline Annual Fundraising (FY 12-18) campaign totals (in effect, this would be FY10 and 11). Post SFC Revenue (FY 10-11) 4
Interest in Funding Priorities: Ranked Priorities CCS Condu nducted d Inter ervie views ws UNCG G Condu nducted ed Intervie views ws Prio iorit rity Prio iorit rity Area Area 1 2 3 1 2 3 Schola larsh ship ips 46 46 78% 78% 5 11% 1 3% Schola larsh ship ips 75 75 72% 72% 15 16% 8 10% Other er Student ent Other er Student ent 1 2% 12 12 26% 26% 11 34% 8 8% 30 30 32% 32% 14 17% Suppor ort Suppor ort Pro rofesso essorsh ship ips 3 5% 12 12 26% 26% 3 9% Pro rofesso essorsh ship ips 9 9% 23 23 24% 11 13% Other er Faculty ulty Other er Faculty ulty - - 4 9% 6 19% 4 4% 8 9% 15 18% Suppor ort Suppor ort Pro rogra rammatic ic Pro rogra rammatic ic 3 5% 6 13% 3 9% - - 13 14% 13 16% Suppor ort Suppor ort Facilit ility Needs ds 5 8% 7 15% 7 22% Facilit ility Needs ds 6 6% 3 3% 12 15% Spartan n Spartan n 1 2% 1 2% 1 3% 2 2% 2 2% 9 11% Athle leti tics Athle leti tics Tota otal 59 100% 47 100% 32 100% Tota otal 104 100% 94 100% 82 100% 5
Philanthropic Commitment CCS CCS-Cond onducted d Inter ervie views ws UNCG-Con ondu ducted ed Intervie views ws CCS S St Study dy Would ld you Would ld you Yes No No Unsure re Tota otal Yes No No Unsure re Tota otal Average e fo for Consid nsider Consid nsider “Yes” 47 11 8 66 93 8 13 114 Giving ng a Gift 79% Giving ng a Gift 71% 17% 12% 100% 82% 7% 11% 100% 9 33 14 56 22 69 20 111 Servin ing as a Servin ing as a 28% Leader der Leader der 16% 59% 25% 100% 20% 62% 18% 100% 20 20 15 55 52 37 21 110 Servin ing on a Servin ing on a 50% Commit ittee ee Commit ittee ee 36% 36% 27% 100% 47% 34% 19% 100% 20 27 7 54 36 53 20 109 Solic icit itin ing Solic icit itin ing Gifts ts fro rom 51% Gifts ts fro rom 37% 50% 13% 100% 33% 49% 18% 100% Peer ers Peer ers 30 18 7 55 59 32 17 108 Hostin ing a Hostin ing a 41% Recepti tion on Recepti tion on 55% 33% 13% 100% 55% 30% 16% 100% 28 18 8 54 71 18 16 105 Openi ning ng Openi ning ng 55% Doors Doors 52% 33% 15% 100% 68% 17% 15% 100% 6
Gift Indications CCS Condu nducted d Inter ervie views ws UNCG G Condu nducted ed Intervie views ws Low-End High-End High-End Low-End Indic icatio tions Indic icatio ions Indic icatio ions Indic icatio ions # Tota tal Gif ift Lev evel el Tota tal # # Tota tal Gif ift Lev evel el Tota tal # - - $1,000,000+ - - - - $1,000,000+ - - 2 $2,000,000 $1,000,000 $2,000,000 2 - - $1,000,000 - - - - $500,000 $1,500,000 3 - - $500,000 $1,000,000 2 3 $750,000 $250,000 $1,250,000 5 2 $500,000 $250,000 $1,000,000 4 5 $500,000 $100,000 $800,000 8 4 $400,000 $100,000 $500,000 5 11 $550,000 $50,000 $150,000 3 5 $250,000 $50,000 - - Less than Less than 19 $370,000 $561,000 19 74 $1,850,000 $2,960,000 74 $50,000 $50,000 40 40 $4,170,0 ,000 GRAND ND TOTAL L $6,2 ,261,0 ,000 40 40 85 85 $3,0 ,000,0 ,000 GRAND ND TOTAL L $5,4 ,460,0 ,000 85 85 7
Ongoing University-wide Initiatives CCS recognizes the importance of the following initiatives underway at UNCG: −Academic Program Review −Identification of University -wide campaign themes and investment opportunities −Rollout of the Integrated Marketing Plan in coordination with University Relations The successful completion of these key initiatives will position the University to proceed into a proposed Campaign Organizational Phase. 8
I. Organizational Phase Devote the first 12 – 18 months in an intensive Campaign Organizational Phase to: − Refine the campaign case and investment opportunities. − Finalize staffing and resource needs. • CCS recommends UNCG supplement their current staffing model in the following areas: Principal Gifts, Prospect Research, Administrative Support, and Development Communications • CCS recommends UNCG expend resources on: A concentrated marketing campaign as a precursor to increase donor and alumni awareness Maintaining and increasing staffing levels in University Advancement − Increase significant prospect discovery and engagement. 9
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