Ronald McDonald House Development Plan

2009 Draft Development PlanPresented to the Board of Trustees January 2009

Presentation Overview• 2006 and 2007 Efforts• Success in 2008• Our Plan for 2009• What We Need from the Board• Key Considerations for the Future 2009 Draft Development Plan

Fundraising History2009 Draft Development Plan

Annual Fundraising in 2006Raised $642,649 M isc . 20% Wint er Gala 20%*The Misc. categoryincludes Room RentGrants, Vending M em / HonorProceeds, 4%Reimbursements, 3rdParty Room Rent,Taxable Sales, CanisterProceeds, Resale,Dividends, Family Room Dir ec t M ailRestricted, Decorating 11%Restricted, House GuestActivities, BasketballEvent, Endowment Unsolic it edIncome and Staff Holiday Pop Tab s 30%Gift Grants. 3% Thir d -Par t y 12% 2009 Draft Development Plan

The Decision to Expand Development Programs• Raise additional support to enhance services to families• Raise money cost-effectively• Educate the public about RMHD• Enhance visibility in the community• Broaden the donor base to have more prospects for expansion projects 2009 Draft Development Plan

Annual Fundraising in 2007Raised $1.03M M isc .* Wint er Gala 14%60% increase over 2006 14% M em / Honor 2%*The Misc. categoryincludes Room RentGrants, VendingProceeds, Dir ec t M ailReimbursements, 3rd 11%Party Room Rent,Taxable Sales, CanisterProceeds, Resale,Dividends, Family Room Pop Tab sRestricted, Decorating Unsolic it ed 2%Restricted, House Guest 32%Activities, BasketballEvent, EndowmentIncome and Staff HolidayGift Grants. Thir d -Par t y 25% 2009 Draft Development Plan

The Big Increase in 2007• Raised over $1.03M (a 60% increase) through the following extraordinary circumstances: – $140,000 gift from Michael Jordan in third-party fundraising; more than anticipated and non- renewable – $75,000 bequest from a donor in Durham counted as an unsolicited gift; not replicable – $51,000 increase in endowment income; non- renewable – Direct mail program doubled to nearly $100,000 with November/December partnership with Lautman, Maska, Neill & Co. 2009 Draft Development Plan

Annual Fundraising Projections for 2008 M isc .Projected income of $1.12M 12% Wint er Gala through Dec. 31 20%8.4% increase over 2007*The Misc. categoryincludes Room RentGrants, VendingProceeds,Reimbursements, 3rd Unsolic it ed M ajor GivingParty Room Rent, 25% 10%Taxable Sales, CanisterProceeds, Resale,Dividends, Family RoomRestricted, DecoratingRestricted, House GuestActivities, BasketballEvent, EndowmentIncome and Staff Holiday M em ./ HonorGift Grants. 2% Thir d -Par t y 18% Dir ec t M ail 11% Pop Tab s 2% 2009 Draft Development Plan

What We Learned in 2008• We sustained our $1M+ overall fundraising• Larger effort on the Winter Gala – Sponsorships and auction increased revenue by $85K• Direct Mail Program – Increased mailings projected to raise over $124,500 – Acquisition mailings increased donor file by 62%; 1,700 new doors – Reduced unsolicited gifts 2009 Draft Development Plan

What We Learned in 2008• Hearts of Hope Society – Raised $276,000 in 2008 from 125 donors• Groundwork laid for grant program• “Bread and butter” programs work• Weathering the economic storm – Expect average gift size to decrease – Need to add new donors – Work to maintain relationships with key donors – We are beating the economic forecast 2009 Draft Development Plan

Fundraising Returns Since 2006 $350,000 $300,000 $250,000 $200,000 $150,000 2006 2007 $100,000 2008 $50,000 $0 a c. l g ed bs or ty ai in al is ar on Ta M it G iv M ic P H G t r d- op ec ol te ./ or ns ir em P in ir Th aj D U W M M2009 Draft Development Plan

Fundraising Returns Since 2006$ 1 ,2 0 0 ,0 0 0 $ 1 ,1 2 0 ,7 4 7 $ 1 ,0 3 2 ,7 0 4$ 1 ,0 0 0 ,0 0 0 $ 8 0 0 ,0 0 0 $ 6 4 4 ,6 5 6 $ 6 0 0 ,0 0 0 $ 4 0 0 ,0 0 0 $ 2 0 0 ,0 0 0 $0 2006 2007 2 0 0 8 Pr oj .2009 Draft Development Plan

Moving Forward in 20092009 Draft Development Plan

2009 Development PlanNeed to raise $954,000 through the following:• Board Giving Campaign• Major Donors ($1,000+) through Hearts of Hope• Winter Gala• Direct Mail• Grants• Third-Party Fundraising• New low-dollar program• Community-based fundraisers• Non-revenue programs 2009 Draft Development Plan

Board Giving• Ask each BOT member to give/get an average of $2,500• Total goal is $50,000• Represents 5.25% of annual fundraising goal• Sets the tone for community support $ 6 0 ,0 0 0 $ 5 0 ,0 0 0 $ 4 0 ,0 0 0 $ 1 6 ,1 9 6 $ 2 3 ,7 7 5 $ 2 0 ,0 0 0 $0 2007 2008 2 0 0 9 Goal 2009 Draft Development Plan

Major Donors ($1,000+)• Boost Hearts of Hope Campaign – Use executive volunteer and staff time to re- solicit all 2008 major donors – Ask donors in the $500-999 range to upgrade to Hearts of Hope-level in 2009 – Recruit new major donors through board and volunteer partnerships – Challenge program with long-time donors 2009 Draft Development Plan

Major Donors ($1,000+)• Timeline: – Kick-off at the Winter Gala in February – Network meetings and solicitations from March through November – Three receptions in April, July, and October – Celebration event on November 18 2009 Draft Development Plan

Combined Major Gift Chart Count Cumulative from Investments Prospects PercentageGift Size 2008 Needed Needed Amount of Goal$25,000 3 3 6 $75,000 22%$10,000 3 5 10 $50,000 37%$5,000 11 10 20 $50,000 52%$2,500 7 25 50 $62,500 70%$1,000 104+ 100 200 $100,000 100% Reflects Hearts of Hope and TOTAL $337,500 Board Campaigns combined. 2009 Draft Development Plan

Winter Gala• February 6, 2009 at Washington Duke Inn• Goal to gross $203,434; costs $50,000• Sponsorship confirmations: – Skanska ($25,000) – Duke Children’s Hospital ($10,000)• Pending asks: – RBC Bank ($25,000) – CapTrust ($5,000) – BCBS, Harrington Bank, Quintiles 2009 Draft Development Plan

Direct Mail• Projected to gross $160,300• Total projected investment of $5,400• Four appeals (February, April, September, November)• Two acquisitions soliciting 175,000 prospects – 2,075 new donors projected, doubling donor file since 2006• Special appeal to new donors• Newsletter/Annual Report in June 2009 Draft Development Plan

Direct Mail Quantity Number Percent Gross Average Total Cost Net Mailed of Gifts Response Income Gift IncomeAppeal Mailings to Existing DonorsFebruary 3,750 225 6.00% $16,875 $75.00 $6,000 $10,875April 5,500 440 8.00% $17,600 $40.00 $7,700 $9,900June (new) 825 83 10.00% $4,125 $50.00 $2,640 $1,485September 4,250 255 6.00% $16,575 $65.00 $6,800 $9,775November 4,250 340 8.00% $42,500 $125.00 $6,800 $35,700Acquisition Mailings to New DonorsApril 75,000 825 1.10% $23,100 $28.00 $31,500 ($8,400)November 100,000 1,250 1.25% $37,500 $30.00 $40,000 ($2,500)Spillover revenue & Fees $5,000 $66,000Total 191,825 3,203 $160,300 $165,740 ($5,440) 2009 Draft Development Plan

Third-Party Fundraising• Support all feasible opportunities, but prioritize on enhancing most reliable and profitable programs: – Duke Dining/McKids – Paul Goodson Golf Tournament – Fitness World 5K – Alpha Delta Pi Fundraising• Goal to raise $90,000 2009 Draft Development Plan

Friends of RMHD• New low-dollar program• Harnessing momentum seen in 2008 elections• Will solicit monthly recurring donors, starting at $10/month• $2,500 monthly goal; $30,000 annually• Led by volunteer leadership – Rachel Kovick, Inaugural Chair 2009 Draft Development Plan

Grants• Work with grant-writer to explore corporate and foundation grants; goal of $60,000• Ronald McDonald House Charities grant of ~$40,000• Explore collaboration opportunities with other NC Houses; $10,000 goal (BCBS, Kate B. Reynolds)• Identified priorities for 2009: – Community Foundations of Cumberland County, Robeson, and Western North Carolina – The Lovett Foundation – Lincoln Financial 2009 Draft Development Plan

Community Fundraisers• Sport-a-Shirt/Share-a-Night – T-Shirt fundraiser with other NC houses – Reallocation of staff time for program • Great Human Race – Local fundraising race – Matched by local foundation • Combined goal of $28,000 2009 Draft Development Plan

Other Programs• In-Kind Donations – Search for budget off-setting donations – Awning, parking lot, linen service• Programmatic needs – Finish website – Develop House brochure – Explore eMarketing with Bronto 2009 Draft Development Plan

Board Roles and Responsibilities2009 Draft Development Plan

What We Need from the BoardThe only resourcewe can’t makemore of!Where do we focusour attention? Time/ Hearts of HopeHow do we People committee members,maximize your time Leadership New board membersas boardmembers?How do we makeyour time on theBoard rewarding? Money Board give/get, Corporate sponsors 2009 Draft Development Plan

What We Need from the Board• Time – Quantitative discussions at board meetings and via email – Donor acknowledgement at board meetings – Board Committees• People – Recruit members of HOH Network, Development Committee, and Board – Prospecting worksheet• Money through the Board Campaign 2009 Draft Development Plan

Key Considerations• The economy is tough, so we have to work harder – More solicitations – More exposure – Aggressive donor acknowledgement – Adjusted expectations• This year sets the tone for our ability to raise capital dollars 2009 Draft Development Plan

One Final Thought Never think you need to apologize for asking someone to give to a worthy cause, any more than as though you were giving him or her an opportunity to participate in a high-grade investment.The duty of giving is as much his or hers as is the duty of asking yours. 2009 Draft Development Plan - John Rockefeller, Jr.

Questions or Thoughts?Noreen Strong, Executive Directordirector@ronaldhousedurham.org(919) 286-9309 x122Derwin Dubose, Annual Fund Directorderwin@ronaldhousedurham.org(919) 286-9309 x125Ric Richards, Development Chair/Board President-Electric_richardsmgmt@bellsouth.net(919) 395-6002 2009 Draft Development Plan

Ronald McDonald House Development Plan

by Derwin Dubose on Jun 16, 2011

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