Market/Planning Study Results, Capital Campaign Recommendations<br />Marketing & Development Committee, May 20, 2010<br />
Why Conduct a Study?<br />Gauge current perceptions of prospective donors and other important “players”<br />Determine if ...
Advantages of a study<br />Proper preparedness = better volunteers and larger lead gifts and, ultimately, more money<br />...
Possible Outcomes<br />Proceed with the capital campaign at the proposed dollar level ($1,725,000)<br />Proceed, but at a ...
Review of Timeline<br />Fall/Winter ‘09: Committee & staff discussions about fund & friend raising strategy, capital campa...
Hind Sight<br />Always 20/20!<br />Survey distribution<br />Communication plan<br />
Cost<br />Depends on level and complexity <br />$15-50,000 or more<br />3 to 6 months or more to complete<br />One estimat...
Data vs. Intuition<br />Like benchmarks, data can confirm intuition or provide counterintuitive outcomes<br />More is less...
Ondessonk Planning Study<br />Researched consultants  <br />Checked with the Diocese<br />Hired Jim Edgar <br />Developed ...
What Did We Learn?<br />A LOT!<br />Overall attitude is good, but more communication is required<br />Tell the story of Ca...
What Did We Learn?<br />
What Did We Learn?<br />
What Did We Learn?<br />11 out of 18 interviewees did not believe (7) or did not know (4) whether our gift pyramid was ach...
What Did We Learn?<br />7 out of 18 interviewees ranked us as below #3 among their philanthropic interests (38%)<br />65 o...
What Are We Going to Do?<br />Marketing and building relationships is a significant opportunity for growth<br />We need to...
The Projects<br />Build new bathhouses (1)<br />Install new water, phone & sewer lines (2)<br />Retire our debt (4)<br />U...
What’s Next?<br />Comb through the results and create a comprehensive communication and cultivation plan<br />Ramp up comm...
Reputation Management is…<br />Building authentictrust between your organization and the people that matter most to you.<b...
Value of Reputation<br />
Today’s Relationship Drivers<br />Satisfaction with experiences<br />Consistency<br />Trust<br />Commitment (personal)<br ...
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Camp Feasibility Study Results, 5-20-10

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  • Include diocese research
  • Amy Rome, The Rome; Wendy Dyer, WD IncMail: typically 10%, we got 30% with more coming inMore interviews scheduled
  • Camp Feasibility Study Results, 5-20-10

    1. 1. Market/Planning Study Results, Capital Campaign Recommendations<br />Marketing & Development Committee, May 20, 2010<br />
    2. 2. Why Conduct a Study?<br />Gauge current perceptions of prospective donors and other important “players”<br />Determine if your community understands the importance of the proposed projects<br />Assess readiness for the campaign, the amount that might be raised and the time required <br />“Light a fire” under prospective donors<br />Evaluatestaff and volunteer capacity to mount a successful campaign successfully<br />
    3. 3. Advantages of a study<br />Proper preparedness = better volunteers and larger lead gifts and, ultimately, more money<br />Set the highest feasible goal and develop the best strategies to achieve that goal<br />Lower risk of missing a campaign goal and ending a campaign with frustrated board members and donors<br />Identify potential pitfalls before launching<br />Unsuccessful campaigns were typically launched without a proper feasibility/planning study: <br />92% success rate for campaigns preceded by feasibility/planning studies<br />
    4. 4. Possible Outcomes<br />Proceed with the capital campaign at the proposed dollar level ($1,725,000)<br />Proceed, but at a lower dollar level than originally proposed<br />Postpone the campaign until the organization has addressed certain important issues<br />
    5. 5. Review of Timeline<br />Fall/Winter ‘09: Committee & staff discussions about fund & friend raising strategy, capital campaign<br />Jan ‘10: Presented plans for study at board meeting<br />Feb/Mar ‘10: Research and study prep<br />Apr/May ‘10: Conduct study, compile results<br />May ‘10: Present results at board meeting<br />
    6. 6. Hind Sight<br />Always 20/20!<br />Survey distribution<br />Communication plan<br />
    7. 7. Cost<br />Depends on level and complexity <br />$15-50,000 or more<br />3 to 6 months or more to complete<br />One estimate: $35-50,000 based on survey*<br />Upfront cost = investment to save money and avoid embarrassment; optimize subsequent investment<br />Our cost: $<br />*"Capital Campaigns: Constructing a Successful Fundraising Drive", National <br />Center for Nonprofit Boards, (2001), Edward Schumacher<br />
    8. 8. Data vs. Intuition<br />Like benchmarks, data can confirm intuition or provide counterintuitive outcomes<br />More is less<br />Accurate, retrievable data is key—without it cultivation is a huge challenge<br />Each supports the other<br />
    9. 9. Ondessonk Planning Study<br />Researched consultants <br />Checked with the Diocese<br />Hired Jim Edgar <br />Developed surveys<br />Completed 18/29 personal interviews<br />Received 98/304 paper surveys (mail)<br />Compiled and analyzed the results<br />
    10. 10. What Did We Learn?<br />A LOT!<br />Overall attitude is good, but more communication is required<br />Tell the story of Camp *today*<br />Strongest and weakest features were not a big surprise<br />
    11. 11. What Did We Learn?<br />
    12. 12. What Did We Learn?<br />
    13. 13. What Did We Learn?<br />11 out of 18 interviewees did not believe (7) or did not know (4) whether our gift pyramid was achievable<br />50% of interviewees, 54% of survey respondents believed the economy is currently affecting their personal gift decisions<br />
    14. 14. What Did We Learn?<br />7 out of 18 interviewees ranked us as below #3 among their philanthropic interests (38%)<br />65 out of 83 survey respondents ranked us in top 3 among their philanthropic interests (78%)<br />30 out of 83 mailed surveys ranked us #1 (36%)<br />
    15. 15. What Are We Going to Do?<br />Marketing and building relationships is a significant opportunity for growth<br />We need to do a much better job of communicating with donors, cultivating relationships<br />We could raise $750,000 - $1,250,000<br />But not for 12-18 months<br />The donors are interested, but not ready to dive in<br />
    16. 16. The Projects<br />Build new bathhouses (1)<br />Install new water, phone & sewer lines (2)<br />Retire our debt (4)<br />Upgrade technology (7)<br />Restore areas of Lake Echon (3)<br />Build the bridge (5)<br />Resurface roads and parking lot (8)<br />Build/upgrade staff housing (6)<br />Upgrade sheds (9)<br />Left rank: interviews; right rank: surveys<br />
    17. 17. What’s Next?<br />Comb through the results and create a comprehensive communication and cultivation plan<br />Ramp up communication plan to donors<br />Spend the next 12 months cultivating (involving Board members)<br />Then follow up with questions to a few key prospects<br />Reevaluate launching capital campaign<br />
    18. 18. Reputation Management is…<br />Building authentictrust between your organization and the people that matter most to you.<br />
    19. 19. Value of Reputation<br />
    20. 20. Today’s Relationship Drivers<br />Satisfaction with experiences<br />Consistency<br />Trust<br />Commitment (personal)<br />Transparency (honesty)<br />Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business<br /> David Armano, darmano.typepad.com<br />

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