Mission Possible: How to Build and Jumpstart a Culture of Giving Presented by Valerie J. Cammiso, CAE Executive Director and President, ICSC Foundation and Barbara O’Reilly, CFRE Principal, Windmill Hill Consulting, LLC
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 Barbara O’Reilly, CFRE Executive Director and President Principal International Council of Shopping Centers Windmill Hill Consulting LLC Foundation
Association Foundation Fundraising Trends…Really?
The Good, The Bad, and The Possible… The GOOD: 86% of association members surveyed in a Association 2009 study donated at least once to any charitable or religious cause in the past 12 members are months, well above the national average of charitable 70% of households giving to charity The BAD: but Only 7% of members said they gave to not to their their association, with most others saying they have never been asked associations…yet With a solid charitable giving strategy, What does this there is huge opportunity for associations and their foundations to tap mean? into the philanthropy of their membership! Source: ASAE & The Center for Association Leadership 5
Primary Drivers for Giving Research to advance Student entry into knowledge in their their profession field Special projects Causes related to the related to association’s mission professional education Source: ASAE & The Center for Association Leadership 6
Impact of Benefits and Dues Do member benefits • Members who are satisfied with association affect the way people benefits are 4 times more likely to give give? philanthropically to the association or its foundation than those who are dissatisfied. YES Will dues preclude other giving, and • Members do not see a tradeoff between paying vice-versa? dues and making charitable gifts to an Association. NO Are philanthropic • In fact, the most commonly cited reason that association asks an overreach members don’t give charitably is that they have never with members? been asked to do so, or they haven’t been asked the right way. NO 7 Source: ASAE & The Center for Association Leadership
What’s a Culture of Philanthropic Giving?
Sustainable Fundraising Model Co-ownership of fundraising success Systems Case Prospects Leadership 9
We have a Foundation? What do you do? • Most members have nominal awareness of the Association Foundation Association dues • Part of your case includes explanation of what is not covered by & fees v. Gifts member dues or exhibit booths and other fees PAC v. • Those members that give beyond their dues may just support the Foundation PAC. Why should they give to the Foundation? Opportunities • Integration with Association communications and messaging • Regular agenda item at Association Board meetings for Visibility • Annual Meeting or Convention
Jumpstart Giving Through Capital Campaigns
How do you know you’re ready ? Feasibility Study What is it? Who’s involved? Why do it? • Tests attitudes • Internal and external • Helps you toward your stakeholders understand key organization opportunities for • Great cultivation funding and • Measures the appeal opportunity for leadership of the case for potential major support donors • Enables you to sharpen your • Determines campaign priorities leadership capability to be most successful and potential (major donors and lead • Identifies challenges volunteers) or obstacles you may encounter
How do you know you’re ready? Key Ingredients Donors Internal Case Resources Leadership (Volunteer and Staff)
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? Number of Cumulat lativ ive Gifts ts Prospect t Pool l Gift t Level Cumulat lativ ive % Gifts ts Receive ved Gifts ts Total Needed Require red 3 : : 1 R Ratio 4:1 Ratio $1,000,000 1 $1,000,000 20% 1 0 3 4 Lead Gifts $500,000 2 $2,000,000 40% 1 1 6 8 $250,000 3 $2,750,000 55% 3 0 9 12 $100,000 4 $3,150,000 63% 11 0 12 16 $50,000 8 $3,550,000 71% 14 0 24 32 Major Gifts $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 0 300 400 <$1000 many $5,000,000 100% 201 many Many Many Total al $5,000 00,00 ,000 0 $4,811 11,75 ,757 7 1,284 1,284 1,712 1,712
What do you need the money for? Member Interests Causes Special Student Research to related to projects entry into advance the related to their knowledge association’s professional profession in their field mission education Source: ASAE & The Center for Association Leadership
What do you need the money for? Donor Questions How will I Why should I know my gift Why now? Why me? has made a care? difference?
How do you create volunteer engagement? Foundation Campaign Board Committee Association Development Trustees Committee Foundation Campaign
How do you create donor opportunities? Naming Opportunities $500,000 $100,000 $50,000 • Mention in campaign-related • Mention in campaign-related • Mention in campaign-related press release press release press release • Option to name the fund • Option to name the fund • Listing in Annual Report and lasting the duration of the lasting the duration of the on ICSC Foundation website term. term. • Mention in campaign-related • Listing in Annual Report and • Listing in Annual Report and marketing on ICSC Foundation website on ICSC Foundation website • At ICSC Foundation and • Mention in campaign-related • Mention in campaign-related Association events and marketing marketing activities • At ICSC Foundation and • At ICSC Foundation and Association events and Association events and activities activities • At annual ICSC Foundation Gala Dinner
How do you create donor opportunities? Stewarding Donors Lead Gifts Major Gifts Fulfillment $500,000- $250,000- $100,000- $50,000- $25,000- Benefits $1,000,000+ Timeframe $999,999 $499,999 $249,999 $99,999 $49,999 √ Opportunity to name endowed √ (name 2 or scholarship/fellowship, research (name 1 Lifetime more grant, or Community Support endowed endowed Award initiative) initiatives) Recognition at Annual ICSC Current fiscal √ √ √ Foundation Gala year √ Opportunity to name term-limited √ √ (name scholarship/fellowship, research Length of term (name multiple (name multiple N/A N/A multiple grant, or Community Support of investment term-limited term-limited term-limited Award initiatives) initiatives) initiatives) Mention in e-newsletters and Current fiscal √ √ √ √ √ campaign-related marketing efforts year Recognition at Foundation and Current fiscal √ √ √ √ √ Association events and activities year Invitation to Annual ICSC Current fiscal Foundation Gala and regional √ √ √ √ √ √ year meetings Recognition in Foundation annual Current fiscal √ √ √ √ √ √ report year Recognition on Foundation website Campaign (with logo and/or link to donor √ √ √ √ √ √ duration website)
Getting Stuck
Getting Stuck & Unstuck Case Volunteers Internal Challenges • Slowed to stalled • Association Only one priority momentum of leadership did most strongly campaign not embrace resonated committee — campaign Restricted especially of • Foundation not preferred over chairs regular part of unrestricted • Geography Trustee meetings • Business culture • Fundraising not not Fundraising core to member Best Practice messaging
Mission Accomplished and What Next?
Maintain the Momentum Continue Donor Stewardship Convert Campaign Leaders to Development Build growing Committee awareness and engagement of NextGen
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
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