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NACCDO: Innovation strategies for philanthropy
1. Innovative Strategies for Philanthropy
Tricia A. Bruning
Senior Executive Director, Principal Gifts Officer
Abramson Cancer Center
University of Pennsylvania
Susan C. Dolbert, Ph.D.
Vice President, Development
Fred Hutchinson Cancer Research Center
Evelyn Schwartz
Director of Leadership Giving & Philanthropic Outreach
Abramson Cancer Center
University of Pennsylvania
April 24, 2014
2. Building A New Box to Grow the Pie:
Innovative Strategies for Philanthropy
Tricia A. Bruning
Senior Executive Director & Principal Gifts Officer
3. Grateful Patient Fundraising: Patient Perspective
I
My Doctor
I
The Whole
Care Team and
Value the Basic
+ Translational
Research
Behind Cancer
Care
4. Grateful Patient Fundraising: Faculty Perspective
My work and clinical
needs are the most
important priority
for cancer patients
The work of
this institution to
advance new therapies
is the most important
priority for cancer
patients
5. Grateful Patient Fundraising: Scientific Perspective
Because mice - although grateful -
cannot make philanthropic gifts
6. Basic and Translational Science Fundraising:
Often falls outside of grateful patient box
Decline in NIH/NCI Support
Institutional wells can run dry, be uncertain
Need a new box
7. Abramson Cancer Center- Who We Are:
University of Pennsylvania
• Perelman School of Medicine
University of Pennsylvania
Health System
• 4 Hospitals
– Hospital of the University of
Pennsylvania
– Penn Presbyterian Medical
Center
– Pennsylvania Hospital
– Chester County Hospital
• Perelman Center for Advanced
Medicine (Outpatient Home)
• Growing Penn Cancer Network
– Currently 18 Facilities
Matrix:
8. Abramson Cancer Center- Who We Are:
Celebrated 40th Year of NCI Designation
Inpatients Discharged
• Over 11,800
Outpatient visits
• Over 90,000
Over 37,000
Chemotherapy Tx
Over 66,000
Radiation Tx
Home to 400+
Basic, Translational
and Clinical Scientists
9. Abramson Cancer Center- Who We Are: FY14
Senior Executive Director & Principal Gifts Officer
Director of Leadership Giving and Philanthropic Outreach
7 Frontline Fundraisers
Assistant Development Officer
Director of Communication & Community Engagement
Dedicated Senior Writer
Associate Director of Events & Community Engagement
4 Support Staff
Associate Director, Annual Fund
17 TOTAL
FUNDRAISING GOAL: $40 MILLION DOLLARS in FY14
10. Abramson Cancer Center- Who We Were: FY06-07
3.5 FTEs
• Tricia Bruning
• Gift Officer Breast and Gynecologic Cancer
• Gift Officer Everything else
• Administrative Support and Annual Fund
Raised $20 Million
New Director from Science Side of House
Now What?
11. Build the Case for the Main Element of the Box:
Dedicated Staff for Outreach Box
Faculty/
Grateful Patients
Major + Planned
Gifts
Direct Mail, Stewardship, Events, Annual Fund,
Annual Report, Annual Event, Sponsorships,
Newsletter
Outreach
Abramsons
13. Initiatives: That Cut Across Cancer Types
Proton Therapy
Center for Personalized Diagnostics
Cardio-Oncology
Translational Centers of Excellence
Immunotherapy
15. Innovators Network at Fred Hutchinson
Cancer Research Center
Susan C. Dolbert, Ph.D.
Vice President, Development
16. • What is Innovators Network?
• Why did we create it?
• How did we build it?
• The results
• What’s next?
17. What is Innovators Network?
Like-minded people who are less than 45 years old
• Want to save lives faster by supporting innovative,
early-stage research at Fred Hutch
• Commit to an annual gift of at least $1,000
• Targeted representation from some of Seattle’s most
impactful companies (Microsoft, Amazon, etc.)
18. Why did we create it?
• Innovators Network (IN) was created in 2008 by a group of friends rallying
around a cancer diagnosis
• An opportunity to get in front of the next generation of philanthropists
• Wanted to ensure we were top of mind for this group as they moved into a
more philanthropic stage of their lives
• Captured the interest of a group not yet committed to a specific
cause
19. How did we build it?
• Identified an initial group who were committed to its success
• Fred Hutch development staff member offered to “own” this new group
• Determined what kind of activities would appeal to people in their 20s to
40s
• Happy hour formats 3X a year, showcasing rock star young
physicians and scientists
– Limited and defined time commitment, combining social time
and science
20. How did we build it?
• Recognized that social media and online communications were the
channels to bring this group in
• Focused on creating relevant, conversational, useful social
media and other online content
• Continually assessed interest
• Discovered members wanted a larger, more public fundraising
event. IN for the Hutch was created in 2012
• Encouraged members to leverage external events and develop
cause-related marketing to benefit innovative research at Fred
Hutch
21. The results
Membership goal: 100 members by the end of the first year
• Ended up with 131 members
• Raised $306,000
IN for the Hutch raised $232,000 in 2012, its initial year; $363,000 in
2013. Committee wants this to be a million dollar event
• Fundraising foci geared toward IN demographics
– Pediatric brain tumors, transplantation using cord blood
FY 2013 had 210 members
• Since inception, have raised more than $1.5M for innovative
research
22. What’s next?
• Continue to put the best and brightest of Hutch scientists in front of
IN members
• Make IN for the Hutch a million dollar event
• Create a structured plan to upgrade members to President’s Circle
($10,000 annual giving) while retaining IN loyalty
• Create a smooth transition to for IN members as they age out of the
under 45 demographic
24. How to Build the Box:
Innovation Philanthropy
Evelyn Schwartz
Director of Leadership Giving & Philanthropic Outreach
25. How to Build the Box: Innovation Philanthropy
Unique Entrepreneurial Personal Impactful Compelling Visionary
Grateful Patients
of Means
Advocates
Strategic
Philanthropic
Corporate Partners
Strategic
Philanthropic
Community
Partners
Dedicated Staff
