Fund Raising Public Relations Research August 24, 2003 Feasibility and Planning Stud
Nov 07, 2014
Fund Raising
Public Relations
Research
August 24, 2003
Feasibility and Planning Study
2
Table of Contents
Overview..……………...………..………………3
Findings………………… ……...……………….8
Evaluation……………… ……….……………..27
Recommendations...…….………………………38
OVERVIEW
4
Purpose
• Evaluate the fund raising opportunity and potential of the Spinal Cord Research Foundation (SCRF)
• Test a campaign goal of $10,000,000
• Identify potential leadership and prospects for major support
• Analyze the capabilities and interests of SCRF and PVA leaders in conducting a capital campaign
5
Purpose
• Test four (4) areas of need:
Seed funding of innovative investigators
Supporting Centers of Excellence
Promoting the translation of basic scientific discoveries into treatment practices
Quality of life issues for spinal cord patients
• Propose a plan of action to prepare for and conduct a campaign
6
Objectives
• Identify and cultivate leadership and potential donors
• Identify major gift prospects among individuals, foundations, corporations and the community
• Determine the level of support that may be secured from leadership and major gifts
• Analyze the number, amount, and level of gifts necessary to achieve and surpass the campaign goal
• Measure respondents’ views of case statement priorities
7
Objectives
• Identify prospective leaders, chairpersons, and committee volunteers for the campaign
• Determine the timetable, plan, and organizational structure that would be required for the capital campaign
• Evaluate SCRF’s current “readiness” for a campaign and explore methods for advancing this readiness
FINDINGS
9
Findings – Study Participants
Audience Number
PVA and SCRF Leadership/Advisory Boards 8
Individual Donors/Prospects 17
Foundations Donors/Prospects 3
Corporations Donors/Prospects 6
Staff and Administrators 15
While many interviewees are members of more than one category, for purposes of this chart, they were counted in only one primary relationship.
Other Prospects 13
Total Interviews 62
10
SCRF Mission
78%
10%2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very Important Important SomewhatImportant
11
Key Strengths - PVA
• Impressive and consistent advocacy for individual members in accessing available resources
• Quality sports programs
• Advocacy, positively impacting a broad national constituency – not just PVA members
• Commands great political respect
• Positive working relationship with the Department of Veterans Affairs (VA)
12
Perceived Challenges / Concerns - PVA
• Fiscal challenges faced by PVA in recent years
• Highly reliant on direct mail
• Competition for the fund raising dollar is high
• Corporate giving opportunities not centrally coordinated to maximize their potential
• High cost of dollars raised
• With exception to IG Advisory Committee, PVA lacks strong outside leadership
13
Key Strengths - SCRF
• Supports innovative projects that might not be funded by other sources
• Has a broad view of spinal cord patients’ needs
• Has an effective grant funding selection process
• The cost per dollar raised for SCRF is very low
• A unique niche market of research funded can be defined
14
Perceived Challenges / Concerns - SCRF
• Name recognition/differentiation of SCRF from PVA
• Need to differentiate SCRF-sponsored research from that financially supported by other organizations (NIH & VA)
• Significant competition for the philanthropic dollar
• Many PVA members seem more focused on sports activities than on research
• Is “research” a priority and is the PVA willing to invest (staff & budget) to raise significant resources
15
Perceived Importance of SCRF Areas
Highest High Medium LowDon’t
Know
Supporting innovative investigators (seed grants)
71% 10% - 11% 8%
Supporting
Centers of Excellence
40% 32% 18% 12%
Research into quality of life issues for SCI patients
38% 44% 13% - 5%
Increasing the number and/or size of grants awarded
77% 13% 10% - -
16
Case Elements
Most common themes:
Research is making real progress
Finding a cure/getting veterans out of their chairs
Research making a difference in people’s lives today
Patriotism
17
Case Elements
Areas of research interest:
Finding a cure
Quality of life issues
Outcomes research
Psychosocial issues
Translational research
18
Is a Goal of $10 Million Achievable?
Yes45%
No20%
Maybe15%
Don't Know20%
19
Significant Challenges Offered
• Major gift prospects - availability/cultivated
• Economy - most often cited
• Leadership - number/cultivated
• Internal communications - information sharing
• Name recognition of SCRF
20
Prospect Potential Indicated by Others
Suggested
Giving Level
Number
of Prospects
Number of Prospects Cited Two Times or More
$1,000,000 to $2,499,999
0 0
$500,000 to $999,999
1 0
$250,000 to $499,999
5 2
$100,000 to $249,999
1 1
$50,000 to $99,999 4 2
$25,000 to $49,999 15 6
$5,000 to $24,999 13 8
21
Campaign Leadership
Leadership Number of Candidates
Number of Candidates Cited
Two Times or More
Honorary Chair(s) 9 3
General Chair 5 4
Leadership / Major Gift Chair 3 1
Corporate / Foundation Chair 3 1
Board Chair 2 2
22
Willing to Serve as Leaders
38%
14%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes Maybe No
23
Campaign Involvement
Yes Maybe No
A Donor to the Campaign 78% 15% 7%
A Member of a Solicitation Team
45% 30% 25%
Contacting Prospective Donors
48% 14% 38%
24
SCRF’s Rank Among Philanthropic Priorities
26%35%
24%15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Highest High Medium Low
25
Giving to a Potential Campaign
78%
15%7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes Maybe No
26
Financial Indications of RespondentsFinancial Indication Range Number of Individuals
Potential 7-Figure Gifts 0
Potential 6-Figure Gifts 2
Potential 5-Figure Gifts 13
Gifts under $10,000 21
No Gift Anticipated 6
Range of Respondents’ Potential Gifts
Low High
$832,000 $1,112,000
* 14 prospects did not offer any specific gift intention data when asked.
EVALUATION
28
Campaign Requirements
• A compelling case statement that distinguishes SCRF from PVA and demonstrates the need to support both entities
• A positive perception of SCRF by its constituencies
• The identification and participation of strong and influential leadership
• A significant number of cultivated prospects
• A well coordinated and properly financed fund raising plan
29
Key Points - Case Statement
• 82% placed‘highest’ or ‘high’ priority on the research needs identified in the background statement
• Many participants had limited knowledge about SCRF or were unable to distinguish it from PVA
• Respondents generally agreed that the case priorities reflect the current needs of SCRF
• Some respondents urged that a portion of funds raised be set aside to endow future research and to ensure SCRF’s ability to make multi-year grants
30
Key Points - Case Statement
• 60% believe that a campaign for $10,000,000, primarily for immediate research needs, is achievable or might be achievable
• 93% would consider or might consider a gift to a campaign for SCRF for the purposes outlined in the Background Statement
• 61% rank SCRF the highest or a high philanthropic priority
31
Leadership Analysis
• Leaders in the SCRF Campaign must be:
- Willing and able to make a significant gift to the campaign (minimum 5-figures payable over three to five years)
- Recognizable and influential
- Committed to spinal cord research and care
While there is an indication of the availability ofpotential leadership, much of it needs cultivation
32
Leadership Considerations
49%
62%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Would / Might Serve asLeaders
Would / Might ContactProspective Donors
Would / Might HelpSolicit
33
• Historically, PVA has been the largest contributor to SCRF
• Reflecting the decline in donations experienced by PVA, contributions to SCRF have also declined substantially in recent years
• The decline in contributions from PVA has moved SCRF to advance fund raising efforts in other areas – particularly Individual Giving
Donor Analysis
34
SCRF Funding History
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
1999 2000 2001 2002 2003
PVA PVA Chapters Other Donors
35
SCRF Income
• While individual contributions to SCRF have increased substantially in recent years, this increase in income does not make up for the decline in contributions from PVA
36
Prospective Donors
To advance the effort to raise external funds, SCRF needs to undertake a number of actions:
• Identify a pool of qualified potential donors through prospect research
• Include members of PVA in the SCRF prospect pool (Indications are that some elements of this segment are likely to be willing and able major gift participants and leaders)
• Pursue and cultivate additional corporate and foundation prospects to help maximize fund raising potential during the campaign
37
Prospective Donors
• Identify influential leaders who indicate a willingness to support a campaign (most giving sights need to be elevated)
• The current economy and split from Eastern Paralyzed Veterans Association (EPVA) were both frequently mentioned as possible obstacles to the success of a $10,000,000 campaign, especially their impact on leadership level giving
RECOMMENDATIONS
39
Recommendations
STRUCTURE
• Campaign conducted in two Phases
• Phase I - Goal of $5,000,000 would concentrate on major gifts of five figures and above only
• Phase II - Would continue the major gifts effort and be a more broad based effort to include all donors and prospects at all levels
• Utilize the Individual Giving Advisory Board and possibly Bob Dole in an honorary capacity
40
Recommendations
GOAL
• We believe that a Phase I campaign goal of $5,000,000 should be established
• This figure would be “comprehensive” and include all fund raising being conducted by SCRF over the campaign period
• The campaign would be three years in duration with a five-year payment schedule
• Phase II goal would be based on success of first phase and the prospect potential going forward
41
Recommendations
GENERAL
• Establish a Campaign Committee to provide vision for the proposed campaign and cultivate future leaders and donors
• Joe Fox, Del McNeal, John Bollinger and respected clinicians need to be involved in all phases of the campaign including solicitations
• Campaign will be driven by PVA Individual Giving staff, which has significant major, planned and capital gift experience
42
Recommendations
• Campaign preparation should include identifying, confirming, cultivating and soliciting key potential major gift prospects
• Establish an internal volunteer task force to review and refine priority areas outlined in the study
• Corporate fund raising, PVA wide, should be consolidated into a single comprehensive effort
• Utilize the PVA database to secure gifts for SCRF over and above current giving
43
Recommendations
• SCRF to work with PVA to establish and structure a direct mail program
• Utilize comprehensive individual, corporate and foundation prospect research and tracking systems
• Conduct electronic screening of SCRF and PVA member records to help maximize the prospect pool within key constituent communities
• Establish formal donor and leader cultivation plans
• Increase staffing and budget in the Individual Giving department
44
Recommendations
• Recognize restricted giving as an integral source of revenue
• Establish named gift opportunities
• Retain Counsel to assist staff in conducting a capital campaign
45
Phase I Campaign Committee
• Cultivate and recruit leadership to form a Campaign Committee which will:
– guide the campaign and help develop fund raising strategy
– identify leadership
– assist in developing prospect lists
46
Prospect Constituencies• Board Members – SCRF and PVA Boards of Directors, Scientific
Advisory Board
• PVA Members
• Current and Past Donors
• Potential New Donors
• Foundations, Business and Corporations
• Other Veterans Service Organizations
• Friends
• Employees
47
Prospect Research
• Identify prospects from current SCRF lists of friends and donors
• Conduct an electronic screening of the entire PVA member database
• Conduct an electronic screening of select segments of the larger PVA donor base
• Develop comprehensive background and financial profiles of leadership prospects
48
Major Gifts• Establish a basis for initial major gift level visits
• Involve a small group of donors and other top prospects as part of a Campaign Committee
• Create individually tailored presentations to be used as part of major gift solicitation visits
• Key volunteer and administration leadership is essential to success
• Like the current Individual Giving department, the campaign will be staff driven
49
Public Relations Broaden awareness of SCRF by coordinating with
PVA’s Communications department:
• brochure or kit of case elements with emphasis on initiative/campaign
– campaign video (similar to PVA’s Year in Review)
– major gift prospectus
– development newsletters
– commemorative opportunity brochure
– question and answer pamphlets
– intensifying public service ads, media contacts, speaker events, other marketing venues
50
Timetable - Phase IPhase I Activity Financial Goal
PHASE I
(12-18 month Period)
Campaign Organization & Leadership Development
AND
Initial Major Gift Activities
• Establish Case Task Force
• Draft Case Statement
• Establish prospect research and tracking system and overall plan for increasing and utilizing donor base
• Recruit Campaign Committee
• Develop promotion & cultivation plan
• Establish immediate Major Gift prospect list (Top 25, 10, 5 prospects)
• Establish gift giving and crediting policies
• Develop ‘Named Gift’ Opportunities
• Design Commemorative Gift Recognition program
• Establish SCRF public relations & communications strategy
$
$5,000,000+
51
Timetable - Phase I
Phase I Activity Financial Goal
PHASE I
(12-18 month Period)
Campaign Organization & Leadership Development
AND
Initial Leadership Phase Activities
• Prepare personalized gift prospectuses and proposals, letters of intent and gift documentation
• Recruit chair(s) for Board solicitation visits and Board Committee, as well as Chair(s) of Leadership Gifts phase
• Orientation and Training of Board(s) Campaign volunteers and staff
• Commence visits to all board members
• Begin visits of Major Gift prospects
• Establish strategy for each constituency
• Prepare Foundation and Corporate proposals and/or visit strategies
$5,000,000+
52
Timetable - Phase II
TBD
• Continue Major Gifts effort
• Refine strategies for each case priority
• Recruit Committee Chairs
• Continue Prospect Research: prospect expansion, new individual prospects and corporate affiliations / partnerships
• Continue orientation and training meetings
• Continue cultivation visits and stewardship of donors
• Continue corporations and foundations proposals and/or visits
PHASE II
(18-24 month Period)
Campaign Activity
Major Gifts, Special Gifts, Constituency Campaigns,
Direct Mail
AND
Completion, Celebration and Stewardship
Financial GoalActivityPhase II
53
Timetable - Phase II
TBD
• Announce campaign publicly (amount to be determined)
• Conduct visits for top donors & prospects
• Continue cultivation events, dinners, etc.
• Recruit and train committee members
• Conduct Special Gift Division receptions
• Begin Special Gift visits ($5,000+)
• Launch General Gift Division (Under $5,000)
• Complete Special Gift Division visits
• Donor Recognition Activities
• Wrap-up all Leadership, Major Gift, Corporate and Foundation solicitations
• Campaign Close-out
• Celebration Event(s)
PHASE II
(18-24 month Period)
Campaign Activity
Major Gifts, Special Gifts, General Gifts, Constituency
Campaigns, Direct Mail
AND
Completion, Celebration and Stewardship
Financial GoalActivityPhase II
54
$5,000,000 Gift Table
Size of Gift Number
of Gifts Needed
Number of Prospects Desired
Providing Cumulative Total
A $1,000,000+ 1 3 $1,000,000 $1,000,000
B $500,000+ 2 6 $1,000,000 $2,000,000
C $250,000,+ 3 9 $750,000 $2,750,000
D $100,000 6 18 $600,000 $3,350,000
E $50,000 12 36 $600,000 $3,950,000
F $25,000 20 80 $500,000 $4,450,000
G $10,000 50 200 $500,000 $4,950,000
H Below $10,000 Many Many $50,000 $5,000,000
Totals 94 352+ $5,000,000+ $5,000,000
55
$10,000,000 Gift Table
Size of Gift Number
of Gifts Needed
Number of Prospects Desired
Providing Cumulative Total
A $1,000,000+ 2 6 $2,000,000 $2,000,000
B $500,000+ 4 9 $2,000,000 $4,000,000
C $250,000,+ 6 18 $1,500,000 $5,500,000
D $100,000 12 36 $1,200,000 $6,200,000
E $50,000 24 80 $1,200,000 $7,400,000
F $25,000 40 200 $1,000,000 $8,400,000
G $10,000 100 400 $1,000,000 $9,400,000
H Below $10,000 Many Many $100,000 $10,000,000
Totals 188 352+ $10,000,000+ $10,000,000
56
Ten Core Recommendations
1. Conduct a campaign with a Phase I goal of $5,000,000
2. Increase staff and budget of the Individual Giving department
3. Engage PVA’s Communications department to increase the awareness of SCRF
4. Coordinate Corporate Gift Requests to maximize potential
5. Establish an internal task force to strengthen the case for support
57
Ten Core Recommendations
6. Outsource electronic screening of PVA and SCRF Members and other databases, as required
7. Establish a donor cultivation & recognition plan
8. Recruit a small but influential Campaign Committee to help lead the campaign
9. Obtain full Board support and participation prior to launching a campaign
10. Budget campaign expenses at an appropriate level (10% - 12%)
QUESTIONS