Mission Possible: How to Build and Jumpstart a Culture of ... · Executive Director and President, ICSC Foundation and Barbara O’Reilly, CFRE Principal, Windmill Hill Consulting,

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


Executive Director and President

International Council of Shopping Centers

Foundation


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


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

7Source: ASAE & The Center for Association Leadership

• Members who are satisfied with association benefits are 4 times more likely to givephilanthropically 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 other 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 FoundationWhat 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 organization

•Measures the appeal of the case for support

•Determines leadership capability and potential (major donors and lead volunteers)

Who’s involved?

•Internal and external stakeholders

•Great cultivation opportunity for potential major donors

Why do it?

•Helps you understand key opportunities for funding and leadership

•Enables you to sharpen your campaign priorities to be most successful

•Identifies challenges or 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 LevelNumber of

GiftsCumulative

TotalCumulative % Gifts Received

Gifts Needed

Prospect Pool Required

3 : 1 Ratio 4:1 Ratio

Lead G

ifts

$1,000,000 1 $1,000,000 20% 1 0 3 4

$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

Majo

r G

ifts

$50,000 8 $3,550,000 71% 14 0 24 32

$25,000 20 $4,050,000 81% 17 3 60 80

$10,000 40 $4,450,000 89% 18 22 120 160

Support

ing G

ifts

$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 $5,000,000 $4,811,757 1,284 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


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 on ICSC Foundation website

• Mention in campaign-related marketing

• At ICSC Foundation and Association events and activities

• At annual ICSC Foundation Gala Dinner

$100,000


• Option to name the fund lasting the duration of the term.




$50,000





How do you create donor opportunities?Stewarding Donors

Lead Gifts Major Gifts

BenefitsFulfillment 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 of 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 resonatedRestricted 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 of 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!


Executive Director and President

International Council of Shopping Centers Foundation

[email protected]

(646) 728-3559

@NYBeachGirl


Principal

Windmill Hill Consulting, LLC

[email protected]

(703) 972-2406

@BOReillyWHC

Documents

Mission Possible: How to Build and Jumpstart a Culture of ... · Executive Director and President, ICSC Foundation and Barbara O’Reilly, CFRE Principal, Windmill Hill Consulting,