YoungWoo Choi_How to plan & manage successful capital campaigns
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Transcript of YoungWoo Choi_How to plan & manage successful capital campaigns
How to plan and manage successful capital campaign
YoungWoo Choi, CEO & President
Doum & Nanum Brakeley
Understanding Capital Campaign
Capital Campaign: Interconnected with key fundraising genre
Mass FundraisingCommunityFundraising
Relationship Fundraising
Major Gift
Capital Campaign
Key Features of Capital Campaign
• Planned and Systematic • Specific financial goal• A clearly defined period of years• Volunteer Driven• Big Money• Strong Case-Big Idea• Key development needs
Diffusion of Fundraising Skill across Sectors
UniversityUniversity MedicalMedical Culture/ArtCulture/Art CharityCharity
Major/Capital Campaign
Harvard Univ
Major/Capital Campaign
Harvard Univ
MassFundraising
YMCARed Cross
MassFundraising
YMCARed Cross
Religious Philanthropic Tradition, Community Fundraising, Marketing Skill Development
Religious Philanthropic Tradition, Community Fundraising, Marketing Skill Development
Integration
Myth & Reality of Capital Campaign
• “It is made in USA and it will not work in different cultures”
• “It is only for Super Mega Organizations”
• “There is no philanthropy culture in my country to carry on capital campaign”
• “5-7 years are too long”
The Fundraising Pyramid
Leadership Gifts
Major Gifts & Sponsorships
Corporations
Premium Annual Giving
Annual Giving
Foundations Individuals
THE NORMAL GIVING PROFILE
10%
30%
40%
20%
1
10
100
1000+
GIFTS % OF TOTAL
• Planned and systematic
• Specific financial goal
• A clearly defined period of years
• Strong relationships with friends and supporters
• Solicitation of substantial gifts
• Very specific purposes
• Key development needs
The most cost-effective means of fundraising for large
not-for-profit organisations
CAPITAL CAMPAIGN
Campaign Planning and Management ABC
Success
Compelling Case
Organizational Capability
Prospect ResearchAnd Management
Leadership
Campaign Success Factor
� A convincing and motivating case for support
� Realistic projects and plausible financial needs
� Access to sources of support
� Committed voluntary leaders and project advocates
� Internal readiness of the organisation to carry out a fundraising campaign
KEY INDICATORS OF READINESS FOR FUNDRAISING
Campaign Process
Planning
Public Stage
Silent Stage
Preparation
Feasibility StudyDraft Case
Planning Committee
Volunteer Leadership Enlistment
Fundraising OrganizationProspecting etc
Lead Gift SolicitationPath Finding Gift
SolicitationInternal Gift SolicitationPlan Campaign LaunchPlan Mass Campaign
Campaign Launch
On going major giftAggressive PR
Mass FundraisingDonor Recognition
“A” TYPICAL CAMPAIGN PROCESS
• FIRST YEAR
Preparation of Case and Needs. Enlistment of leaders. Cultivation of top 10 donors. Identification of next 100 donors. Top three gifts.
• SECOND YEAR
Cultivation of next 100 donors. Completion of top 10 gifts. Public launch. Securing of first 100 gifts.
• THIRD YEAR
Direct approach to wider constituency. Completion.
Lead
Gift
Inside Gift
Major Gift
General Gift
Top Down
Inside Out
Premium Regular Donor
Regular Donor
Source: Andrea Kihlstedt, Capital Campaigns-Strategies That Work , Adapted and revised
THE FEASIBILITY AND PLANNING STUDY
• ANSWERS THE QUESTIONS
HOW?
WHAT FOR?
WHEN?
FROM WHOM?
WHY?
HOW MUCH?
HOW LONG?
AT WHAT COST?
• DEFINES AND EDUCATES THE MARKET
• BEGINS THE PROCESS OF CULTIVATION
• FOCUSES THE ORGANISATION
cont…
A CONVINCING AND MOTIVATING CASE FOR SUPPORT
Formulation:
• Appeal to emotions
• Motivate to act
• Point to the future
• Introduce level of importance
• Demonstrate benefit to the donor
A CONVINCING AND MOTIVATING CASE FOR SUPPORT
• Its traditions
• Its past accomplishments as these serve the needs of today
• Its present provision
• Its plans, ambitions and vision of the future
Content – the central factors for which an organisation stands:
Case Development Process and Uses
Case StatementCase Statement
Strategic
Planning
Strategic
Planning
Internal
Review
Internal
ReviewExternal
Review
External
Review
ProposalProposal PRCommunication
PRCommunication EducationEducation
The Stanford Challenge ($ 4.3 B)
• Seeking Solutions• The Initiative on Human Health $500 M
• The Initiative on the Environment and Sustainability $250 M
• The International Initiative $250 M
• Multidisciplinary Research Across the University $400 M
• Educating Leaders• Improving K-12 Education $125 M
• Engaging the Arts and Creativity $250 M
• Reinventing Graduate Education $500 M
• Extending the Renaissance in Undergraduate Education $300 M
• Sustaining a Foundation of Excellence• Core Support $1.325 B
• Annual Giving Across the University $400 M
Source: Stanford Univ Website
Source: Stanford Univ Website
Source: Stanford Univ Website
FUNDRAISING PRINCIPLES
• PEOPLE GIVE TO PEOPLE
• IMPORTANCE OF LEADERSHIP
• THE FIRST GIFTS SET THE EXAMPLE
• APPROPRIATE RECOGNITION ESSENTIAL
• PLANNING AND PATIENCE
THE FUNDRAISING CYCLE
Needs
1. IDENTIFY
2. RESEARCH / EVALUATE
3. PLAN CULTIVATION
4. CULTIVATE
5. ASK
6. NEGOTIATE / CLOSE
7. INVOLVE
SOURCES OF SUPPORT
There must be identified sources of donations and sponsorship
• Individuals:
• Emphasise the good which a gift will do first and then talk about the benefits to the donor
• Companies:
• You may need to get quickly to the benefits to the company.
• Foundations
LEADERSHIP TRIANGLE
Director/CEO Chair of Board/Campaign
Head of Fundraising/Development
LEADERSHIP
●●●● INTERNAL – Motivated and ready to champion fundraising
●●●● EXTERNAL – Committed and willing
to use their networks
VOLUNTEER LEADERSHIP
• Selection of the right Chair is often the single most important decision of a Campaign
• Volunteers must be fully supported to do what they do best - give and get, introduce, promote, persuade
• A campaign is a process of continuing involvement.
INTERNAL READINESS OF THE ORGANISATION TO CARRY OUT A FUNDRAISING CAMPAIGN
• Positive attitude to fundraising and broad support inside
the organisation
• Committed and inspiring leadership
• People who are able to give fundraising their undivided
attention(fundraising personnel)
• Budget for fundraising activities
• Time, planning and patience
• Database of potential donors
Donor Relationship Management
Donor Acknowledgement
DonorRecognition
Supervision & Reporting
TechnologyTechnology
Information ManagementInformation Management
Implementation SupportImplementation Support
InnovationInnovation
& Creativity & Creativity