Jumpstart a Culture of Giving Presented by Valerie J. Cammiso, CAE - - PowerPoint PPT Presentation

Presented by Valerie J. Cammiso, CAE Executive Director and President, ICSC Foundation and Barbara O’Reilly, CFRE Principal, Windmill Hill Consulting, LLC

Mission Possible: How to Build and Jumpstart a Culture of Giving

Agenda

 Introductions  Association Foundation Fundraising…Really?  What’s a Culture of Philanthropic Giving?  Jumpstart Giving Through Capital Campaigns  Mission Accomplished and What Next?  Questions?

Who We Are

Valerie J. Cammiso, CAE Executive Director and President International Council of Shopping Centers Foundation Barbara O’Reilly, CFRE Principal Windmill Hill Consulting LLC

Association Foundation Fundraising Trends…Really?

The Good, The Bad, and The Possible…

5

The GOOD: Association members are charitable

86% of association members surveyed in a 2009 study donated at least once to any charitable or religious cause in the past 12 months, well above the national average of 70% of households giving to charity

The BAD: but not to their associations…yet

Only 7% of members said they gave to their association, with most others saying they have never been asked

What does this mean?

With a solid charitable giving strategy, there is huge opportunity for associations and their foundations to tap into the philanthropy of their membership!

Source: ASAE & The Center for Association Leadership

Primary Drivers for Giving

6 Source: ASAE & The Center for Association Leadership

Student entry into their profession Research to advance knowledge in their field Causes related to the association’s mission Special projects related to professional education

Impact of Benefits and Dues

7 Source: ASAE & The Center for Association Leadership

• Members who are satisfied with association

benefits are 4 times more likely to give philanthropically to the association or its foundation than those who are dissatisfied.

Do member benefits affect the way people give?

YES

• Members do not see a tradeoff between paying

dues and making charitable gifts to an Association.

Will dues preclude

• ther giving, and

vice-versa?

NO

• In fact, the most commonly cited reason that association

members don’t give charitably is that they have never been asked to do so, or they haven’t been asked the right way.

Are philanthropic asks an overreach with members?

NO

What’s a Culture of Philanthropic Giving?

Sustainable Fundraising Model

9

Case Leadership Prospects Systems Co-ownership of fundraising success

We have a Foundation?

• Most members have nominal awareness of the Association

Foundation

What do you do?

• Part of your case includes explanation of what is not covered by

member dues or exhibit booths and other fees

Association dues & fees v. Gifts

• Those members that give beyond their dues may just support the
• PAC. Why should they give to the Foundation?

PAC v. Foundation

• Integration with Association communications and messaging
• Regular agenda item at Association Board meetings
• Annual Meeting or Convention

Opportunities for Visibility

Jumpstart Giving Through Capital Campaigns

How do you know you’re ready?

Feasibility Study

What is it?

• Tests attitudes

toward your

• rganization
• Measures the appeal
• f the case for

support

• Determines

leadership capability and potential (major donors and lead volunteers) Who’s involved?

• Internal and external

stakeholders

• Great cultivation
• pportunity for

potential major donors Why do it?

• Helps you

understand key

• pportunities for

funding and leadership

• Enables you to

sharpen your campaign priorities to be most successful

• Identifies challenges
• r obstacles you may

encounter

How do you know you’re ready?

Key Ingredients

Donors Case Leadership (Volunteer and Staff) Internal Resources

What do you need to have in place?

How much do you need?

• Gift Pyramid

What do you need the money for?

• Case Statement

How do you create…?

• Volunteer engagement?
• Donor opportunities?

How much do you need?

Gift t Level Number of Gifts ts Cumulat lativ ive Total Cumulat lativ ive % Gifts ts Receive ved Gifts ts Needed Prospect t Pool l Require red 3 : : 1 R Ratio 4:1 Ratio Lead Gifts $1,000,000 1 $1,000,000 20% 1 3 4 $500,000 2 $2,000,000 40% 1 1 6 8 $250,000 3 $2,750,000 55% 3 9 12 $100,000 4 $3,150,000 63% 11 12 16 Major Gifts $50,000 8 $3,550,000 71% 14 24 32 $25,000 20 $4,050,000 81% 17 3 60 80 $10,000 40 $4,450,000 89% 18 22 120 160 Supporting Gifts $5,000 50 $4,700,000 94% 36 14 150 200 $1,000 100 $4,800,000 96% 100 300 400 <$1000 many $5,000,000 100% 201 many Many Many

Total al $5,000 00,00 ,000 $4,811 11,75 ,757 7 1,284 1,284 1,712 1,712

What do you need the money for?

Member Interests

Student entry into their profession Research to advance knowledge in their field Causes related to the association’s mission Special projects related to professional education

Source: ASAE & The Center for Association Leadership

What do you need the money for?

Donor Questions

Why should I care? Why now? Why me? How will I know my gift has made a difference?

How do you create volunteer engagement?

Foundation Campaign Association Trustees Foundation Board Campaign Committee Development Committee

How do you create donor opportunities?

Naming Opportunities

$500,000

• Mention in campaign-related

press release

• Option to name the fund

lasting the duration of the term.

• Listing in Annual Report and
• n ICSC Foundation website
• Mention in campaign-related

marketing

• At ICSC Foundation and

Association events and activities

• At annual ICSC Foundation

Gala Dinner $100,000

• Mention in campaign-related

press release

• Option to name the fund

lasting the duration of the term.

• Listing in Annual Report and
• n ICSC Foundation website
• Mention in campaign-related

marketing

• At ICSC Foundation and

Association events and activities $50,000

• Mention in campaign-related

press release

• Listing in Annual Report and
• n ICSC Foundation website
• Mention in campaign-related

marketing

• At ICSC Foundation and

Association events and activities

How do you create donor opportunities?

Stewarding Donors

Lead Gifts Major Gifts Benefits Fulfillment Timeframe $1,000,000+ $500,000- $999,999 $250,000- $499,999 $100,000- $249,999 $50,000- $99,999 $25,000- $49,999 Opportunity to name endowed scholarship/fellowship, research grant, or Community Support Award Lifetime √ (name 2 or more endowed initiatives) √ (name 1 endowed initiative) Recognition at Annual ICSC Foundation Gala Current fiscal year √ √ √ Opportunity to name term-limited scholarship/fellowship, research grant, or Community Support Award Length of term

• f investment

N/A N/A √ (name multiple term-limited initiatives) √ (name multiple term-limited initiatives) √ (name multiple term-limited initiatives) Mention in e-newsletters and campaign-related marketing efforts Current fiscal year √ √ √ √ √ Recognition at Foundation and Association events and activities Current fiscal year √ √ √ √ √ Invitation to Annual ICSC Foundation Gala and regional meetings Current fiscal year √ √ √ √ √ √ Recognition in Foundation annual report Current fiscal year √ √ √ √ √ √ Recognition on Foundation website (with logo and/or link to donor website) Campaign duration √ √ √ √ √ √

Getting Stuck

Getting Stuck & Unstuck

Case Only one priority most strongly resonated Restricted preferred over unrestricted Volunteers

• Slowed to stalled

momentum of campaign committee— especially of chairs

• Geography
• Business culture

not Fundraising Best Practice Internal Challenges

• Association

leadership did not embrace campaign

• Foundation not

regular part of Trustee meetings

• Fundraising not

core to member messaging

Mission Accomplished and What Next?

Build growing awareness and engagement

• f NextGen

Convert Campaign Leaders to Development Committee Continue Donor Stewardship

Maintain the Momentum

Wrap-Up

Internal Resources

• Evaluate your internal resources to fulfill your post-campaign obligations? Do you need more staff? Staff

with different skillsets? Or outsource?

Case

• Sharpened focus of the Foundation’s priorities
• Continues to guide annual planning and donor stewardship today

Donors

• Campaign donors and volunteers are lifelong ambassadors for the Foundation
• Create opportunities for segments of members (Past Chairman’s Award, e.g.) if stewarded properly

Leadership

• Successful conclusion of campaign gained new level of attention within Association leadership, Trustees,

and staff.

• Ongoing effort remains to sustain change in culture as new CEOs and new Board chairs join.

Questions?

Thank you!

Valerie J. Cammiso, CAE Executive Director and President International Council of Shopping Centers Foundation vcammiso@icsc.org (646) 728-3559 @NYBeachGirl Barbara O’Reilly, CFRE Principal Windmill Hill Consulting, LLC boreilly@whillconsulting.com (703) 972-2406 @BOReillyWHC