Wow!  Campaign  Surprises  

Presented  by  

CASE-­‐NAIS  Annual  Mee6ng  •  Orlando  •  January  2014  

ì  

Campaigns  are  Back!  

Great  News!  

“Americans donated an estimated $316.23 billion to charitable causes in 2012. Modest

gains in total contributions mirrored the nation’s recent economic trends.”

“Giving to education increased an estimated

7.0% between 2011 and 2012, to $41.33 billion.”

Source: Giving USA Foundation and Indiana University

“Most households feel pressured at every

economic corner, but the longstanding social contract between Americans and the

nonprofits they believe in remains resilient and intact; many see giving as a core budget

item. The amount devoted to that category might shift up or down with annual economic

realities, but it doesn’t go away.”

-— Gregg Carlson, Chair, The Giving Institute

15

High Net Worth Giving by Charitable Category Two charitable categories, education and basic needs, received donations from the highest percentage of high net worth households in 2011: 80 percent gave to education, while 79 percent gave to organizations providing basic needs. More high net worth households also gave to arts (68.8 percent), health (65.3 percent), and religious organizations (65.2 percent) than other charitable categories. Fewer high net worth households gave to international aid organizations (30.6 percent) or giving vehicles (19.1 percent). In 2011, high net worth households gave at statistically significantly lower rates to basic needs, health, religious, and combination organizations compared with 2009. FIGURE 3: HIGH NET WORTH HOUSEHOLDS REPORTING GIVING TO CHARITABLE CATEGORIES IN 2011^ (%) “In 2011, did you or your household make a donation to any of these causes? Please include personal gifts and gifts from your family foundation, donor-advised fund, trust or other charitable giving vehicle.”

^Combined organizations include United Way, United Jewish Appeal, and Catholic Charities. “Giving Vehicle” represents gifts to private foundations, charitable trusts, and donor-advised funds. *2009 and 2011 results are statistically different (2009 data not shown).

19.1

30.6

49.6

49.7

51.2

57.7

65.2

65.3

68.8

79.3

79.6

0 10 20 30 40 50 60 70 80 90

Giving Vehicle

International

Combination*

Environment/ Animal Care

Other

Youth/ Family Services

Religious*

Health*

Arts

Basic Needs*

Education

Evolution  of  Capital  Campaigns  

ì  Before  the  80s  ì  Ask  a  few  key  donors  ì  Those  few  par6cipated  ì  Goals  reached  ì  All  behind  the  scenes  ì  Mostly  for  bricks  and  mortar  

ì  80s  and  90s  ì  Arms  race  ì  Bricks  and  mortar  ì  Programs  ì  Short  campaigns  that  

reached  goals  quickly  

ì  Early  00s  ì  Warning  from  NAIS  about  

affordability    ì  Campaigns  for  the  normal  

triumvirate:  endowment,  financial  aid,  faculty  salaries  

 

2008-­‐Today  

ì  2008-­‐2011  ì  BoUom  fell  out  ì  Concerns  about  size  of  

endowment  ì  Increased  financial  aid  

needs  due  to  recession  from  both  prospec6ves  and  current.  (Resul6ng  in  triple  impact.)  

ì  Recogni6on  that  faculty  salaries  need  immediate  aUen6on.  

ì  2012  forward    ì  The  New  Normal  ì  Wealthiest  s6ll  have  

wealth  

Campaigns  Are  Not  Linear  

ì  William  Penn  Charter  School  Case  Study  

Frameworks  for  the  Future  Campaign  

ì  Campaign  dura6on  2004-­‐2007  

ì  Original  goal  $40  million  

ì  Revised  goal  $45  million  

ì  Total  raised  $47  million  

Campaign  Objectives  

ì  Endowment  for  Faculty:    The  ability  to  con6nue  to  hire  and  develop  the  best  teachers    $15  million  

ì  Endowment  for  Students:  The  ability  to  maintain  our  diverse  student  body  through  need-­‐based  scholarships    $5  million  

ì  Facili6es:    The  ability  to  provide  the  best  places  to  teach  and  learn    ì  Middle  School  

$11  million  ì  Performing  Arts  Center  

$8  million  ì  Other  renova6ons  

$6  million  

It’s  Not  Only  About  the  Money  

ì  Building/forging relationships

ì  Reconnecting

ì  Extending brand

ì  Increasing awareness of school

ì  Realizing outcomes

ì  Leaving legacy

 

Frameworks  Campaign  

Campaign  Kickoff  Friend-­‐Raiser  

Surprise!  

   

W i l l i a m P e n n C h a r t e r S c h o o l

Year  of  the  Performing  Arts  

     

YOPA  Promotion  

Annual  Fund  

YOPA  Kick-­‐Off,  Sept.  30    

Think  Big  

Think  Big?  We  Did!  

 Marketing Your Campaign: Make It

Meaningful, Memorable and

Motivating

Finally,  the  lead  gift.  

David  L.  Kurtz  Performing  Arts  Center  

Surprise!  

EARL  AND  PAM  BALL  THEATER  

1  Week  =  $1  Million  

Some  of  the  Penn  Charter  surprises  

ì  #1-­‐Stalled  campaign  

ì  #2-­‐Energy  wai6ng  to  be  tapped  

ì  #3-­‐Annual  Fund/Capital  Campaign  confusion  

ì  #4-­‐Performing  arts  center  not  sexy  

ì  #5-­‐1  week=$1  Million  

ì  Pembroke  Hill  School  Case  Study  

Fall  2008  

ì  Feasibility  study  undertaken  

ì  Tested  $50-­‐60  million  for  endowment  and  $20  million  for  gym  

ì  Due  to  economic  crisis,  campaign  planning  put  on  hold  

2010-­‐2011  

Pembroke  Hill  School  Centennial      

 

 

 

 

Plans  for  small  endowment  campaign  ($2  million)  

 

Surprise!  

2012  

ì  Campaign  stalled  with  $4  million  in  commitments  

ì  Plans  to  ask  challenge  family  for  extension  

ì  Decision  to  go  public      

Public  Push  

PEMBROKEHILL

SCHOOL

____

5

CENTENNIAL CAMPAIGN

COMMITTEE

$13 Million to Help Ensure the Future O!" #$%& is to raise $13 million by June 2013 to help preserve and advance Pembroke Hill’s academic strength, long-term security, and “endowed” excellence for students today and tomorrow.

Now more than ever, a larger endowment provides a solid base that can sustain an institution through uncertain times while enhancing it during times of prosperity. Income from the endowment can be used as operating revenue or to fund special projects while the principal is left intact, continually invested to support the school in the future.

A larger endowment helps reduce the pressure on tuition and fees, benefiting all students and families. It also helps make a Pembroke Hill School education accessible by providing more financial aid. A significant endowment enables the school to be more competitive in the hiring of talented teachers while supporting maintenance and improvements to buildings and grounds.

A larger endowment is a solid base that can sustain an institution through uncertain times while enhancing it during times of prosperity.

George A. Barton ’69 Jonathan E. Baum William S. Berkley Wendy Hockaday Burcham

Diane Canaday Barret S. Heddens III ’71 Steven H. Hughes ’75 Elaine Drodge Koch

William M. Lyons ’73 John A. MacDonald Henry H. Newell ’82 Carolyn Parkerson

 Anne St. Peter Charles S. Sosland ’73 Jon C. Styslinger Linda Walsworth

Endowment  Message  

PEMBROKEHILL

SCHOOL

____

10

Our Faculty, Our FoundationP!"#$%&! H'((’) *+,-(./ is the heart and soul of the school. Thanks to a student-teacher ratio of 11 to 1, adult interaction with students is broad and deep. The opportunity to affect children extends beyond the classroom as teachers are also advisors, coaches, and club sponsors. Our faculty is committed, compassionate, and talented, and its priority is the individual success of each student.

The C!"#!""$%& C%'(%$)" will provide resources for recruitment, retention, and compensation of top educators like our current teachers.

�ę��ĊĒǦ�ĆĞǡ��ęĆē��ĚėĜĔĔĉ�ǯ�excelled in the arts, academics, and athletics. He was the student Vassie James Ward Hill envisioned when she founded our predecessor schools. The school helped shape Stan’s life and generosity of spirit. As founder of AMC Theatres, he pioneered the multiplex and under his leadership, AMC grew to the second largest motion picture theater circuit in the world. Stan gave abundantly of his time and resources to Pem-Day and

later Pembroke Hill as well as the greater Kansas City community. Though he passed away in 1999, Stan ensured continued support for Pembroke Hill through The Stanley H. Durwood Foundation. In 2010, a significant commitment from the Foundation created the Durwood Scholars Program. The Program provides financial aid to outstanding students. In the two years since the Program’s founding,

Pembroke Hill’s Durwood Scholars have distinguished themselves in a variety of ways and contributed significantly to life on campus.

Like Stan, the Durwood Foundation’s trustees, Charlie Egan and Ray Beagle, share a passion for education and for Pembroke Hill. They regularly visit with the Durwood Scholars and follow their progress.

Charlie and Ray feel similarly about making a leadership gift to the school. Ray believes, “There is no school like Pembroke Hill in the Middle West. Its ability to transform lives is remarkable.” According to Charlie, the school ranks with top East Coast institutions. When asked why the school is worthy of support, he states, “Pembroke Hill is an extraordinarily important resource to the community.”

�����������������������

Surprise!  

Estate  Commitments  

Estate  Commitments  

16  $5.3  

80%  Million  

Alumni  

Surprise  Analysis  

ì  Emo6onal  resonance  of  donor  profiles  

ì  Compelling  and  appealing  case  for  support  of  endowment  

ì  Focus  on  estate  gigs  

PEMBROKEHILL

SCHOOL

____

12

������ĔĈĐĆĉĆĞ��ĈčĔĔđ

� �ęǤ��ĆėĐǯĘ��ĈčĔĔđ � � �ĆėĐ��ĚĉĔė��ĈčĔĔđ � � � �ĆėĞ��ēĘęĎęĚęĊ�ƭ��ĆĎēę��ĔĚĎĘ��ĔĚēęėĞ��ĆĞ � � � � �ĔđđĆēĉ��Ćđđ � � � � � �ėĊĈĐ��ĈčĔĔđ � � � � � � ��đĆĐĊ��ĈčĔĔđ � � � � � � � �ęǤ��ĆĚđ��ĈĆĉĊĒĞ�Ćēĉ��ĚĒĒĎę��ĈčĔĔđ � � � � � � � � Ĕčē�ćĚėėĔĚČčĘ��ĈčĔĔđ � � � � � � � � ������������������Ċēę��ĊēěĊė��ĈčĔĔđ � � � � � � � � � � ėĊĊēčĎđđ��ĈčĔĔđ �ĊĒćėĔĐĊ��Ďđđ��ĈčĔĔđ � � � � � � � � � � � ������������������ĔđĔėĆĉĔ��ĈĆĉĊĒĞ

P!"#$%&! H'(( S)*%%( )%+,'+-!. to operate in the black, as it has for many years. Our financial resources are focused on students and instruction, rather than administrative staff. Compared to peer schools, Pembroke Hill has fewer administrators in all areas.

The school’s fundraising is sound, with parents, alumni, grandparents, and other friends of the

the school community have made provisions for Pembroke Hill in their estate plans as members of the Founder’s Circle.

Fiscally Sound and Stable

Jeannette terrell ��������ǯ ĊĆēēĊęęĊ��ĎĈčĔđĘ�ǯ�ĎĘ�ĉĊđĎČčęĊĉ to participate in the Centennial Campaign, since the school “has been a part of my life since graduation.” Many of her family

members attended Sunset Hill, Pem-Day, and Pembroke Hill, and she still sees classmates, who “continue to be close friends after all these years.”

She is thankful to Sunset Hill for what it provided during

the turbulent World War II years. She says the school offered a “helpful perspective during the war as it prepared girls for college.” Sunset Hill gave Jeannette and her peers an education that allowed them a “wide choice of competitive colleges nationally.”

Jeannette wants the students of today to have the same competitive edge. Her most recent commitment to the school is the latest of many she and her late husband, Miller ’29, have made. In addition to their financial support, Jeannette and Miller were volunteer leaders. President of their respective alumni associations, both were honored by the Alumni Association with the Distinguished Alumni Award.

$100

0

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ȍ���������������������Ȏ Data from respective school websites

Newfound  Momentum  

ì  Unexpected  gigs  spurred  charge  to  complete  campaign  

ì  New  gigs  received  from  various  donors  

ì  New  and  increased  gigs  from  board  and  steering  commiUee  

June  2013  

ì  $15.5  million  in  commitments  

ì  Challenge  grant  met,  assuring  addi6onal  $2  million  

ì  Campaign  goal  $13  million  

ì  Campaign  total  $17.7  million  

www.turnaroundmkt.com  www.pembrokehill.org  

Q  &  A