MoMA cc by pds

Create & Learn with MoMA!
Education Center Capital Campaign

Case Statement:_____________________________________________________________
Mission:
The Museum of Modern Art encourages an ever deeper understanding and enjoyment of
modern and contemporary art. Through the leadership of its trustees and staff, The Museum
of Modern Art establishes, preserves, and documents a permanent collection of the highest
order that reflects the vitality, complexity, and unfolding patterns of modern and contemporary
art.
MoMA Education Center:
The new MoMA Educational Center will exist as a twenty first century beacon for experiential
art education. Located in an adjacent townhouses at 42 West 54 Street, the space and
programming of the MoMA Education Center with be imbued with a holistic philosophy
allowing students to learn, analyze, create, curate, and exhibit art. These synergistic activities
will provide a robust educational experience; art history will inform art practice, art practice will
inform art history, museum studies will inform curating, exhibition viewing will inform exhibition
design. From toddlers to scholars, New Yorkers to NYC visitors, everyone will have the
opportunity to create and learn with MoMA! The Mission of MoMA’s Education Center is to
comprehensively and democratically foster creativity and learning in the hearts and minds of
children.
Education Gallery
Student artists will have the empowering opportunity to exhibit their artwork at MoMA. Artists
too young to tie their own shoes but veterans of rendering their imagined worlds will be able to
invite friends to their art openings and discuss art and life over peanut butter sandwiches and
apple juice. The twelve hundred square foot gallery space will be in the center’s lobby
attracting innumerable visitors. The yearlong exhibition schedule will allow individual and group
student art shows to be presented by student curators. The exhibitions and discourse
surrounding them will persist on the refurbished MoMA Education website.
MoMA Media Lab
Students and educators will have access to fifty G5 Macintosh workstations that run the latest
versions of industry leading video editing, digital imaging software.
Prepared by Paul Silver
5/3/06


Year long courses will introduce student artists to digital photography, digital filmmaking and
editing thereby providing the teaching and tools to equip the artists of the twenty first century.
Photography Lab
Both Color and Black and white darkrooms will allow students to process film, develop and
print photographs in the low-lit tradition practiced by the photographers championed in MoMA’s
permanent Photography Collection.
Learning Environments that Redefine Museum Art Education
Built in the firm belief that ones environment plays a crucial role in facilitating learning and
creating, the MoMA Education Center will have five art studio environments that are based on
seminal paintings, photographs, and sculptures. These art historical spaces will contemporize
iconic artworks from nineteenth and twentieth century artistic practices by reinterpretation
through the prevailing twenty first century artistic discipline: the art installation. The
environments will be based on Cézanne’s Turn in the Road (1875-1877), Picasso’s Les
Demoiselles d'Avignon (1907), Man Ray’s Rayography (1927), Jacob Lawrence’s The
Migration of the Negro (1941) and David Smith’s Becca (1972).
Web Based Initiatives
Red Studio http://redstudio.moma.org/ a site developed by MoMA in collaboration with high
school students and Destination: Modern Art http://www.moma.org/destination/ - a Web site for
children ages 5 to 8, will receive programmatic embellishments that foster community, art
creation, and art criticism.
Viva La Programs!
The current education programs are quickly sold out leaving many families, school
administrators, and teachers unable to participate. More physical space and the hiring of
additional staff and contracting of visiting educators, and professional artists will increase the
capacity to serve the public through the following high demand programs:













Family Art Workshops
Ford Family Programs at MoMA
Conversations with Contemporary
Artists: The Family Edition
Family Films
Story Time in the Sculpture Garden
MoMA Audio: Modern Kid
K-12 School Visits
K–12 School Lessons
MoMA After School
Museum Studies
The Art and Science of Conservation
In the Works: Printmaking with
MoMA











MoMA Summer Courses
High School Summer Internship
Program
Professional
Development
Workshops for
Teachers
and
Administrators
Professional
Development
Workshops for Group Leaders
Brown Bag Lunch Lectures
Gallery Talks
Special Viewing Hours for Seniors
Touch Tours
Programs for Homebound Individual
5/3/06


MoMA highlights:
 Over 150,000 paintings, sculptures,
drawings,
prints,
photographs,
architectural models and drawings,
and design objects.
 22,000 films and four million film
stills.
 MoMA's Library and Archives, the
premier research facilities of their
kind in the world, hold over 300,000
books, artist books, and periodicals,



and extensive individual files on
more than 70,000 artists. Each of the
curatorial departments maintains a
study center available to students,
scholars and researchers
Presents
exhibitions
that
are
consistently
among
the
most
attended of all art museums in the
United States

Education Center Endowment and Capital Campaign Goal
To sustain this provocative array of educational programming in the future, as operational
costs will naturally climb and tomorrow’s economic climate is difficult to forecast, the Create
and Learn with MoMA capital campaign has a 75 million dollar endowment goal. This is a part
of the overall capital campaign goal of 200 million dollars. The leadership and generosity of
MoMA trustees will contribute two thirds of this total. Your donation will help MoMA raise the
remaining third making this vision a reality for all New York City children to enjoy.
MoMA
History___________________________________________________________________









In the late 1920s, three progressive and influential patrons of the arts, Miss Lillie P.
Bliss, Mrs. Cornelius J. Sullivan, and Mrs. John D. Rockefeller, Jr., perceived a need to
challenge the conservative policies of traditional museums and to establish an institution
devoted exclusively to modern art.
1929 - The museum was founded as an educational institution with Director, Alfred H.
Barr, Jr intending the Museum to be dedicated to helping people understand and enjoy
the visual arts of our time, and that it might provide New York with "the greatest
museum of modern art in the world.
1953 - The Abby Aldrich Rockefeller Sculpture Garden, designed by Philip Johnson, is
dedicated. Acquisition of building at 27 West 53 Street
2000 - MoMA became the sole corporate member of P.S.1. This innovative partnership
has P.S.1 maintaining its artistic and corporate independence and expands outreach for
both institutions, and offers a broad range of collaborative opportunities in collections,
exhibitions, educational programs, and administration.
2004 – Museum Expansion designed by Architect Yoshio Taniguchi nearly doubled the
space exhibitions and programs with 630,000 square feet of new and redesigned space.

5/3/06


Campaign Timeline________________________________________________________
Phase 1
March - August 2006








Draft timeline
Visioning sessions with staff & board
Focus groups with teachers, artists, students
Draft case statement
Draft gift matrix
Develop major gift prospect lists
Research & hire consultant for feasibility study

Phase 2
September 2006 – February 2007
 Conduct Feasibility study
 Readjust gift matrix based on study
 Conduct prospect screening
 Develop list of campaign committee candidates
 Moves management – educate, organize & empower fundraising volunteers
 Decide on campaign committee
 Cultivate board’s leading gifts
 Cultivate external major gifts
 Conduct foundation grant & corporate sponsorship research
Phase 3
March 2007 – August 2007
 Continue with Moves management
 Cultivate board’s leading gifts
 Cultivate & solicit external major gifts
 Check the gift matrix “score card”
 Revisit and finalize case statement & supplemental materials
 Produce all finalized written materials
 Secure board’s leading gifts by August 31st 2007
 Write foundation/ federal grants
 Cultivate corporate sponsorship opportunities
Phase 4
September 2007- February 2008
 Begin Public Phase of Campaign
 Augment major gift prospect lists
 Continue with Major Gift cultivation and solicitation
 Check the status fulfilling the gift matrix
 Augment volunteer roster
5/3/06






Continue with moves management of campaign leadership
Ongoing stewardship and public recognition of Major Gift donors
Reach the 200 Million dollar goal & celebrate!!!

MoMA Education Center Capital Campaign
Gift Chart
Gift Type

Gift Amount

# of Gifts

# of Prospects Needed

Total

Lead Gift

20,000,000
10,000,000
5,000,000
2,500,000
1,000,000
750,000,000
500,000,000
250,000
100,000
50,000
Less than 50,000

1
3
15
20
15
3
5
10
20
10
many

3
9
45
60
45
9
15
30
60
30
many

20,000,000
30,000,000
75,000,000
50,000,000
15,000,000
2,250,000
2,500,000
2,500,000
2,000,000
500,000
250,000
200,000,000

Capital and Annual Campaign Budget
Primary Revenue*
Other Revenue*

$100,042,000
$87,726,000

Capital Campaign Contributions

$200,000,000

Expenses
Capital Marketing Campaign
1st Season marketing campaign
New Media Lab
Exhibition Gallery
Two Performance Halls
Black & White Darkroom
Color Darkroom
Cafeteria
New Admin. Offices

$10,000,000
$5,000,000
10,000,000
5,000,000
30,000,000
2,000,000
2,000,000
5,000,000
2,000,000
5/3/06


3 large 10 group conference rooms
New Administrative expenses
5 Studio Art environments
E.C. endowment
Art Supplies
Ongoing Program Expenses
Ongoing Admin istration Expenses
Fundraising Expenses

10,000,000
5,000,000
25,000,000
75,000,000
5,000,000
$102,818,000
$26,050,000
$10,000,000

Revenue

$387,768,000

Expenses

$329,868,000

Primary Revenue consists of grants and contributions, revenue produced from programs
and services, and membership fees and dues.
Other Revenue consists of investments, rents, special events, sales of inventory, and other
unrelated business income.
Campaign Committee Structure and Leadership Responsibilities
Campaign General Chair


Robert B. Menschel – Chairman

Responsibilities: He will enlist the committee members. He will cultivate and solicit a targeted
number of donor prospects outside of the campaign committees. He is individually responsible
for securing all individual commitments of campaign committee members.
Lead Gift Committee





Lewis B. Cullman – Honorary Trustee: His generosity enabled the founding of The
Dorothy and Lewis B. Cullman Center for Scholars and Writers is an international
fellowship program at the Humanities and Social Sciences Library. He is NYPL board
member.
David Rockefeller - Honorary Chairman, gave the museums largest gift of 100 million in
2004
Celeste Bartos - Lifetime Trustee. Ms. Bartos is largely responsible for enabling the
creation of the Celeste Bartos Education Center located at the NYPL’s Humanities and
Social Sciences Library. This center includes 2 state-of-the-art classrooms, a visitors'
Theater, and a 177-seat auditorium

Responsibilities: These committee members will be asked to make major gift pledges and
quite possibly lead gifts. They will engage in peer screening sessions and will undergo
5/3/06


cultivation and solicitation training sessions with Richard E. Salomon, past campaign general
chair and with Mark Margitich, current Director of External Affairs. They will cultivate and solicit
amongst the circles of influence and affluence as well past and present major gift donors.
Major Gift Committee




Mark Margitich – Director of External Affairs. Largely responsible for raising major gifts
for the “New MoMA” capital campaign.
Randy Alexander – Major Gifts Director
Jerry I. Speyer – MoMA trustee

Responsibilities: These committee members will engage in the cultivation and solicitation of
major gifts using the raiser’s edge database to find past and present major gift donors. The
relationships these committee members have already forged with donors will strengthen the
likelihood of major gift donations.
21st Century Committee
 This committee will consist of under forty past and present major gift donors. These five
to seven individuals will be chosen by Major Gifts Director Randy Alexander who will do
so as a ripe opportunity for donor recognition and donor upgrade. This initiative will
cultivate MoMA’s philanthropic leaders and trustees of tomorrow.
Responsibilities: These committee members will be asked to make major gift pledges. They
will engage in peer screening sessions and will undergo cultivation and solicitation training
sessions with Richard E. Salomon, past campaign general chair and with Mark Margitich,
current Director of External Affairs. They will cultivate and solicit amongst the circles of
influence and affluence as well past and present major gift donors.
Corporate Gifts Committee




Ronald S. Lauder - Chairman Emeritus
Sid R. Bass – Vice Chairman
Katherine Lyons –Senior Development Officer – Corporate Relations

Responsibilities: These corporate Committee members will target corporate ceos who they
personally know, past corporate MoMA sponsors as well as corporations who have sponsored
comparable art museums. Informational sessions and events will be coordinated with the
Major gift committee and the Special Events Committee.
Community Committee




Amy Horschak, Education Director
Joe Vinik – Marketing Director
Jerry Steiner – Community Relations Director
5/3/06


Responsibilities: Will contact the following organizations and seek to cultivate strategic
partnerships and cross-programmatic initiatives, which would strengthen the appeal of the
campaign for foundations/government grants, corporate sponsorship and individual donors:
Columbia University, NYU, School of Visual Arts, Fashion Institute of Technology, Pratt
University, College Art Association, Settlement Houses, YMCAs, YWCAs, PTA, Girl Scouts of
America, Boy Scouts of America,
Foundation and Government


Elizabeth Burke - Senior Associate Development Officer – She writes all government
and foundation grants.

Responsibilities: To write grants for this capital campaign as well as for the annual campaign
The Family (employees)









Mark Margitich Deputy Director of External Affairs
Randy Alexander – Major Gifts Director
Elizabeth Burke - Senior Associate Development Officer
Katherine Lyons - Senior Associate Development Officer
Kelly Patterson – Development Associate
Marisa Horowitz – Prospect Researcher
Kim Yung - Prospect Researcher
Jen Dennis - Prospect Researcher

Responsibilities: To provide all donor history, campaign materials and support to committee
members while handling annual campaign duties
Direct Mail



Direct Mail Kelly Patterson – Development Associate
Additional Interns and volunteers will be needed for this activity

Responsibilities: Will work with the marketing department to produce effective, eye-catching
campaign materials that distinguishes the education center campaign and programming as a
more accessible, warmer, less corporate brand identity.
Special Events




Marie-Josée Kravis - President
Agnes Gund - President Emerita
Jo Carole Lauder
.
Responsibilities: All three have traditionally co-chaired the Party in the Garden event in June.
They have a real aptitude, zeal, and rolodex for special event planning which will serve all
5/3/06


committees to plan constituency-targeted events that identifies, informs, and interests donor
prospects, potential corporate sponsors, and community leaders.

Public Awareness





Glen Lowry - Director
Mark Margitich - Deputy Director of External Affairs
Joe Vinik – Marketing Director
Amy Horschak, Education Director

Responsibilities: Will work with the capital campaign chair, along with the marketing, education
and development departments to create and disseminate the marketing campaign.
Philanthropic Leadership: Expectations and a message for the Board of Trustees
For the viability for success with the Create and Learn with MoMA capital campaign, the
feasibility study along with an assessment of past capital campaigns has suggested The Board
of trustees must contribute two thirds of the campaign goal, which equals 132 million.
Therefore each of the five four trustee’s must give an average of 2.44 million
This capital campaign needs more than trustee financial support. It needs the board’s passion,
time, and commitment to seek additional support. Every board member needs to identify,
inform and interest friends in their respective circles of influence and affluence. There will
always be certain trustees who have a greater predilection, more experience and innate skill
raising major gifts. For those trustees who have not sought out their friends for prospects fear
not: the actual act of soliciting will amount to five percent of your time. The other ninety five
percent will be in cultivation. Trustees must passionately inform people of the campaign, the
stellar plan for the education center, and the nation leading education programs that will arise
and be available to all New York City children. Each trustee must identify and inform five of
their friends. Mark Margitich, Deputy Director of External Affairs and Randy Alexander, Director
of Major Gifts will work with each and every trustee empowering and equipping them with a
plan and a compelling case statement.

Commemorative Gift Plan: Naming Opportunities_____________________
* The Education Center
 This naming opportunity would recognize the donor of a 20 million dollar lead gift
donation
(1) Education Gallery
 This naming opportunity would recognize a major gift donor of 10 million
(1) MoMA Media Lab
 This naming opportunity would recognize a major gift donor of 10 million
5/3/06


(2) Photography Labs
 This naming opportunity would recognize 2 major gift donors of 10 million totaling 20
million
(5) Art Studio Learning Environments
Each studio would recognize a donor of a major gift donation of 5 million. The total for this
Commemorative gift plan category is 25 million
The Commemorative Gift Plan consisting exclusively of Naming Opportunities is projected to
yield 85 million, which is 42.5% of the total Capital Campaign goal.

Identification of Potential Sources of Support________________________
Systems & Activities:
Corporate Research will be conducted by the development department and will use
hoovers.com, Committee to encourage Corporate Philanthropy – corporatephilanthropy.org,
etrade.com and Stockmaster.com in their efforts. These resources will be crosschecked with
MoMA’s corporate membership and sponsorship database system.
Foundation Research will be headed by Elizabeth Burke, Senior Associate Development
Officer and foundation grants writer. She will research at the foundation center for foundations
with capital campaign Interest, available grants, proposal deadlines, and the foundation’s
preferred method of contact, foundation assets and average gift size. Ms. Burke should also
Look at the budget of funded organizations to find out what foundations giving histories has
been. She will also canvas the board members for known contacts and connections to relevant
foundations.
The Kresge Foundation has a Capital Challenge Grant program which is certainly worth
applying for. In order to be eligible MoMA would be required to secure leadership gifts and
major gifts. If MoMA’s proposal is accepted. Then Kresge will set a challenge deadline which
would determine when MoMA has to raise the remaining money to reach the campaign goal. If
MoMa is successful then Kresge will reward one-third to one-fifth of the amount MoMA had to
raise to complete the campaign goal. This would translate in an additional 60 to 40 million
dollars.
Major Gift Donor Research Prospect Researchers in the development office will research
individual donors through Lexus Nexus, Chronicle of philanthropy - www.philanthropy.com,
Hoovers.com, Forbes fortune 500 listing, Art in America –top 200 collectors magazine issue.
Reconnaissance trips will be planned for prospect researchers to visit other organizations in
order to locate and notate the names of wings in buildings. These compiled lists will be
crosschecked against the MoMA donor database.

5/3/06


Solicitation Procedures____________________________________________
Face to face is typically the most effective form of capital campaign solicitation and therefore it
is the most recommended solicitation procedure for Create and Learn with MoMA capital
campaign. It is advisable to do a separate ask for capital campaigns and for annual
campaigns. It will be easier for volunteer/ staff fundraisers to cultivate and solicit for these
funds with just one case needed to be made at a time. Also a separate ask will prevent the
annual campaign from appearing subordinate to the capital campaign and therefore yield two
generous donations instead of potentially one generous and one modest donation.
Special Event: Buy a baby genius artwork_______________________________________
This event will occur in the middle of Phase 4 (September 2007- February 2008), the public
phase of the capital campaign and will exist as a benefit auction in the The Donald B. and
Catherine C. Marron Atrium. The auctioning will consist of drawings, and paintings made by
twenty modern masters and contemporary artist luminaries in their childhood. Never conceived
by any art museum, gallery, or auction house including Christies, and Sotheby’s, this benefit
auction will be the first time childhood art by Major Artists will be exhibited and auctioned in this
country. This event will only be possible with the success of The acquisition committee. This
volunteer/staff group researches, solicits and procures artworks from collectors, artists, artist
estates, museums and galleries. This committee would need to start working to secure
donated childhood artworks starting in Phase 1 (March – August 2006) The goal for this event
is to raise 10 million dollars.
Public Relations and Publicity Plan__________________________________
“Crayola Presents: Create with MoMA"
A Cause Related Marketing Initiative
Since 1885, Binney & Smith’s iconic Crayola Crayons have provided children with the palette
to color, render and cultivate their private worlds of imagination. This seminal company for the
artists of tomorrow believe that the arts “help strengthen children's abilities to visualize,
problem-solve, communicate and think critically.” The Crayola crayons brand identity is
indisputably affixed in the collective American consciousness. Childhood, creativity, and
crayola will always have close associations. The Brand identity as a leader, the product’s
reach in all markets, and the company’s longtime philanthropic support of the arts incentivizes
MoMA to propose a cause related marketing endeavor for the museum’s Education Building
Capital Campaign.
“Crayola Presents: Create with MoMA” will reconceive the iconic yellow box packaging for the
duration of the public phase of the capital campaign with a stark, “MoMA-like” white box that
bears the MoMA logo colored in loosely with Crayolas. “Crayola Presents: Create with MoMA"
will appear on the packaging thereby providing the alluring power of brand recognition and
mutual brand reinterpretation through dual logo identification. A message on the box will state
that sale proceeds support the MoMA education building campaign which aims to provide All
children with the best art education environment in New York City. This initiative will solely be
staged in the tri state region of New York, New Jersey and Connecticut. MoMA will receive ten
5/3/06


percent of all retail sales. There will be a promotional art contest described on the back of the
“CrayMoMA” box that’s vigorously cross promoted on moma.org and crayola.org. The winners
within several age categories and themes will be exhibited in the lobby of the new MoMA
education building for its unveiling.
Crayola’s robust distribution channels will be used to disseminate public awareness of the
capital campaign in previously unexplored venues for previously overlooked constituents public school children and their parents. MoMA needs to reach and embrace this constituency
to counteract the swelling public perception that MoMA is a corporate art museum. Positioning
the education capital campaign and accompanying programs as “Your MoMA” – a museum
that’s spurs learning for all will only attract more foundations and individual donors. They will
comprehensively and democratically be fulfilling their educational mandate as a 501 c 3 tax
exempt organization.

Appendix:_______________________________________________________
Moves Management Intitaive:
(1) MOVES MANAGEMENT INITIATIVE PLANNING
DONOR PROSPECT: President Emerita AGNES GUND
Natural Partner: Director Glen Lowry
Initiative One Activity: Lunch.
Due Date: 5/15/06 in Phase 1 of Campaign (See Timeline)
Minimum Acceptable Result: Mr. Lowry articulates salient components of case statement,
gauges Ms. Gund’s receptivity
Result Desired: Mr. Lowry articulates case statement, gauges Ms. Gund’s receptivity. Ms.
Gund would then offer insight into strengthening the case.
Results Achieved: TBD
Initiative Two Activity: Private Walk through of upcoming “Eye on Europe: Prints, Books &
Multiples, 1960 to Now” exhibition with Glen Lowry. Coffee afterwards.
Due Date: 10/1/06 in Phase 2 of Campaign (See Timeline)
Minimum Acceptable Result: Glen commends Agnus for founding Studio in a School
Association and asks informed programmatic questions & gauges cross-programmatic
potential with upcoming MoMA education center.
Result Desired: Agnus envisions and “blue skies” some initiatives for a fertile mutually
beneficial programmatic relationship for Studio in a School Association and upcoming MoMA
education center.
Results Achieved:TBD
Initiative Three Activity: Private Walk through of upcoming Édouard Manet and The
Execution exhibition Drinks afterwards.
Due Date: 11/1/06
5/3/06


Minimum Acceptable Result: Glen describes the numerous naming opportunities (and gift
amounts involved) for the Education Center and gauges Agnes receptivity. The desired &
minimum results are one and of the same for this essential step
Result Desired: Agnes is interested in a naming opportunity
Initiative Four Activity: Lecture by Dutch artist Jacco Olivier. Dinner Afterwards
Due Date: 12/1/06
Minimum Acceptable Result: Glen articulates his dream for the education center. Revisits
cross programming potential with Studio in a School Association. Solicits Agnus to make near
pace setting gift of $10,000,000 (See Gift Chart)
Result Desired: She gives a verbal gift pledge agreement for the aforementioned amount
Initiative Five Activity: Private Walk through of upcoming Jeff Wall exhibition
Due Date: 2/1/06
Minimum Acceptable Result Agnus commits to donation with at least a first installment to be
received by August 2007 – 5 million
Result Desired: Agnus commits to single disbursement donation for August 2007 (Beginning
of Phase 3 of timeline)
(2) MOVES MANAGEMENT INITIATIVE PLANNING FORM
DONOR PROSPECT: President Marie-Josée Kravis
Natural Partner: longtime friend Elizabeth Burke Senior Associate Development Officer
Initiative One Activity: Cocktails at “The Party in the Garden” – Co chaired by Ms. Kravis.
Due Date: 6/606
Minimum Acceptable Result: Ms. Burke articulates salient components of the case
statement, gauges Ms. Kravis’ receptivity
Result Desired: Ms. Kravis is enthusiastic and blue skies some technological programmatic
initiatives that would strengthen the case.
Initiative Two Activity: Hampton getaway at the Kravis home
Due Date: 7/06
Minimum Acceptable Result: Ms. Burke asks informed questions about InterActiveCorp (Ms.
Kravis is on the board of this business) “IAC operates leading and diversified businesses in
sectors being transformed by the internet, online and offline. Their mission is to harness the
power of interactivity to make daily life easier and more productive for people all over the
world”. Burke would ask Kravis is she or any IAC board member or employee would serve as a
pro bono technology consultant for the education center’s revitalized New Media Program.
Result Desired: Ms. Kravis thinks this is a great idea & proceeds to call IAC colleagues.
5/3/06


Initiative Three Activity: Dinner
Due Date: 9/06
Minimum Acceptable Result: Ms. Burke asks Ms. Kravis if she would be interested in making
the lead gift for the education center’s upcoming New Media Lab which could be named in her
honor
Result Desired: Ms. Kravis will consider the gift and wants to see a proposed budget for the
lab soon

Initiative Four Activity: Tours for Fours (part of MoMA’s family programming) with Ms.
Burke’s daughter – lunch discussion following
Due Date: One Saturday in November
Minimum Acceptable Ms. Burke furnishes New Media Lab budget and solicits Ms. Kravis for
$10,000,000 gift
Result Desired: Ms. Kravis is satisfied with this preliminary budget. Wants to receive more
programmatic info in regards to the New media Lab by next month & promises to make a gift
decision in January.
Initiative Five Activity: Ms. Burke’s Birthday dinner party
Due Date: 1/15/06
Minimum Acceptable Ms. Kravis commits to donation with at least a first installment to be
received by August 2007 – 5 million
Result Desired: Ms. Kravis commits to single disbursement donation for August 2007
(Beginning of Phase 3 of timeline)

DONOR PROSPECT: Peter Norton – Board member
Natural Partner: Mark Margitich Deputy Director of External Affairs. They attend the same
upper East Side Chakrasambara Buddhist Center
Initiative One Activity: Dinner after attending Buddhist center
Due Date: 5/23/06
Minimum Acceptable Result: Mr. Margitich articulates salient components of the case
statement, specifically he elaborates on the Cezanne studio art environment (see Case
Statement). The reason being, Mr. Norton may be interested in a naming opportunity because
he gave significant support for the landmark 2005 exhibition Pioneering Modern Painting:
Cézanne and Pissarro 1865–1885
Result Desired: Mr. Norton’s is enthusiastic and “blue skies” which Cézanne painting would
best serve as inspiration for the proposed dynamic three-dimensional learning environment.
Mr. Margitich would pass these suggestions along to Director Glen Lowry
5/3/06


Initiative Two Activity: Dinner
Due Date: 7/06
Minimum Acceptable Result: Mr. Margitich offers more information about the Cezanne studio
art environment & delineates how the space will inform the programming. Mr. Margitich gauges
whether this funding opportunity is truly resonating with Mr. Norton
ay center capital campaign
Achieved:TBD
Initiative Three Activity: Out for Coffee
Due Date: 10/06
Minimum Acceptable Result: Mr. Margitich asks Mr. Norton would he consider making the
lead gift that pays for the construction of the Cezanne studio art environment
Result Desired: Mr. Norton replies that he would seriously consider it.
Achieved:TBD
Initiative Four Activity: Mr. Margitich’s Birthday Dinner party
Due Date: 12/06
Minimum Acceptable Result: Mr. Margitich solicits Mr. Norton for $10,000,000 naming
opportunity gift.
Result Desired: Mr. Norton says yes
Achieved:TBD
Initiative Five Activity: Board of Director’s meeting
Due Date: 2/07
Minimum Acceptable Result: Mr. Norton commits to donation with at least a first installment
to be received by Summer 2007
Result Desired: Mr. Norton commits to a single disbursement donation to be received by July
2007
Achieved: TBD
DONOR PROSPECT: Kruse Foundation
Natural Partner: Elizabeth Burke Senior Associate Development Officer – She is responsible
for Foundation and Government grant writing.
Initiative One Activity: Ask Ms. Burke to find out if there are any connections between the
Kresge Foundation and the board
Due Date: 7/06
Minimum Acceptable Result: Ms. Burke finds one connection
Result Desired: Ms. Burke finds several connections
Achieved: TBD
Initiative Two Activity: Make Contact with Connected MoMA Board Member
Due Date: 9/06
5/3/06


Minimum Acceptable Result: Ms. Burke enlists connected Board member to make an initial
call to the Kresge Foundation.
Result Desired: Connected board member makes initial call and gathers further information
on Kresge, and initial reaction to grant proposal for capital project
Achieved: TBD
Initiative Three Activity: Generate & Send Letter of Intent
Due Date: 9/06
Minimum Acceptable Result: Ms. Burke’s sends letter of intent
Result Desired: Ms. Burke’s sends letter of intent one week after board member contacted
the foundation
Achieved: TBD
Initiative Four Activity: After Grant Proposal is submitted Ms. Burke calls offering to meet
foundation re: proposal
Due Date: Depends on Kresge’s Capital Challenge Grant deadline
Minimum Acceptable Result: Within the conversation Ms. Burke confirms the foundation
officer did receive the grant and finds out the foundation’s schedule for proposal reviews.
Result Desired: The foundation agrees to meet with MoMA regarding the grant proposal.
Achieved: TBD
Initiative Five Activity: MoMA Meets with Kresge
Due Date: Depends on Kresge’s schedule
Minimum Acceptable Result: Ms. Burke, Mr. Margitich, and Glen Lowry weave together a
compelling articulation of the case providing a lucid picture on how the education center will
fulfill its mission to a broader group of constituents.
Result Desired: The foundation is convinced of the merits of the case & capital campaign and
pledges to accepts the proposal for the challenge grant program
Achieved: TBD
DONOR PROSPECT: Goldman Sachs - CEO Hank Paulson
Natural Partner: MoMA Chairman of the board Robert B. Menschel is a senior director with
Goldman Sachs
Initiative One Activity: Drinks after Goldman Sachs Board of Director’s Meeting
Due Date: 7/1/06
Minimum Acceptable Result: Mr. Menschel articulates salient components of case
statement, gauges Mr. Paulson’s receptivity
Result Desired: Mr. Paulson is intrigued and wants more information about the campaign and
future programming in comparison to other major nyc art museum education facilities and
programs
Achieved:TBD
5/3/06


Due Date: 9/1/06
Minimum Acceptable Result: Mr. Menschel expounds on campaign, future programming and
offers comparison with other major nyc art museums (compiled MoMA development line staff)
Result Desired: Mr. Paulson remains interested in campaign & programming
Achieved: TBD
Initiative Three Activity: Mr. Menschel takes his grandkids and Mr. Paulson to MoMA’s
annual student exhibition.
Due Date: 10/1/06
Minimum Acceptable Result: Mr. Menschel describes the vast improvements planned for
central exhibition space and multi purpose performance space. Mr. Menschel asks if Goldman
Sachs would be interested in naming opportunities for either one of these spaces.
Result Desired: Mr. Paulson expresses serious interest and will discuss it amongst his
business colleagues.
Achieved: TBD
Initiative Four Activity: Mr. Menschel, Mr. Paulson, and Ms. Lyons –MoMA Corporate
Relations Senior Development Officer have lunch
Due Date: 12/1/06
Minimum Acceptable Result: Ms. Lyons details an exhaustive array of potential corporate
membership benefits for Goldman Sachs employees. Mr. Menschel solicits Mr. Paulson (on
behalf of Goldman Sachs) for a 5,000,000
Result Desired: Mr. Paulson sees the employee morale potential, especially for his
employees who have families. He will consult his board.
Achieved: TBD
Initiative Five Activity: Mr. Menschel and Mr. Paulson have dinner
Due Date: 2/1/07
Minimum Acceptable Result: Mr. Paulson makes a gift pledge of 2.5 Million.
Result Desired: Mr. Paulson makes the 5 million dollar gift pledge for Summer 2007
Achieved: TBD

DONOR PROSPECT: Honorary Trustee Lewis B. Cullman:
Background: “The Dorothy and Lewis B. Cullman Center for Scholars and Writers is an
international fellowship program open to people whose work will benefit directly from access to
the collections at the Humanities and Social Sciences Library”NYPL board member
5/3/06


Natural Partner: Board member Eli Broad also on Board of New York Public Library
Initiative One Activity: Dinner after MoMA board meeting
Due Date: 5/1/06
Minimum Acceptable Result Mr. Broad articulates salient components of case statement,
gauges Mr. Cullman’s receptivity
Result Desired: Mr. Cullman is intrigued and they plan to discuss the campaign more
extensively soon
Achieved:TBD
Initiative Two Activity: Dinner after NYPL board meeting
Due Date: 6/1/06
Minimum Acceptable Result: Mr. Broad asks Mr. Cullman if he would be interested in
providing scholarships for a MoMA fellowship program? Or would he be interested in another
facet of the education center?
Result Desired: Mr. Cullman shows an interest in the Red Studio retooling (see Case
Statement)
Achieved: TBD
Initiative Three Activity: Lunch – Broad, Cullman, and Amy Horschak, Museum Educator and
Red Studio Project Lead
Due Date: 91/06
Minimum Acceptable Result: Ms. Horschak describes proposed retooling for red studio
Result Desired: Mr. Cullman is excited and wants contribute towards this embellished
program
Achieved:TBD
Initiative Four Activity: Second trio Lunch – Broad, Cullman, and Amy Horschak, Museum
Educator and Red Studio Project Lead
Due Date: 11/1/06
Minimum Acceptable Result: Ms. Horschak updates Mr. Cullman with red studio future
activities. Mr. Broad solicits Mr. Cullman for 5 million dollars.
Result Desired: Mr. Cullman will get back to them by Jan 1st with a decision
Achieved:TBD
Initiative Five Activity: Third trio Lunch – Broad, Cullman, and Amy Horschak, Museum
Educator and Red Studio Project Lead
Due Date: 1/1/07
Minimum Acceptable Result: Mr. Cullman pledges 2.5 million for Summer 2007
Result Desired: Mr. Cullman pledges 5 million for Summer 2007
Achieved:TBD
5/3/06


DONOR PROSPECT: Lifetime Trustee Celeste Bartos
Backgrounds: Ms. Bartos is largely responsible for enabling the creation of the Celeste Bartos
Education Center located at the NYPL’s Humanities and Social Sciences Library. This center
includes 2 state-of-the-art classrooms, a visitors' Theater, and a 177-seat auditorium.
Natural Partner: Board member Eli Broad also on Board of New York Public Library.
Initiative One Activity: Coffee after MoMA board meeting
Due Date: 6/1/06
Minimum Acceptable Result: Mr. Broad articulates salient components of case statement,
gauges Ms. Bartos’ receptivity
Result Desired: Ms. Bartos is intrigued and they plan to discuss the campaign more
extensively soon
Achieved:TBD
Initiative Two Activity: Lunch
Due Date: 6/1/06
Minimum Acceptable Result: Since it is known that ms. Bartos has a proclivity fro Abstract
Expressionism, Mr. Broad asks a. Bartos if she would be interested in funding the Jackson
Pollock studio art environment (See Case statement) Or would she be interested in another
Result Desired: Ms. Bartos is interested in funding this studio art environment
Achieved:TBD
Initiative Three Activity:
Due Date: 9/1/06
Minimum Acceptable Result: Since it is known that ms. Bartos has a proclivity fro Abstract
Expressionism, Mr. Broad asks a. Bartos if she would be interested in funding the Jackson
Pollock studio art environment (See Case statement) Or would she be interested in another
Result Desired: Ms. Bartos is interested in funding this studio art environment
Achieved:TBD
Initiative Four Activity: MoMA film series on Pollock Hans Namuth short film (1950) and
Pollock (2000) drinks afterwards
Due Date: 10/1/06
Minimum Acceptable Result: Mr. Broad solicits Ms. Bartos for $10,000,000 naming
opportunity gift.
Result Desired: Ms. Bartos will seriously consider a gift pledge
5/3/06


Initiative Five Activity: Mr. & Mrs. Broad go out for dinner with Ms. Bartos (She is a widower)
Due Date: 12/1/06
Minimum Acceptable Result: Ms. Bartos commits to donation with at least a first installment
Result Desired: Ms. Bartos commits to a single disbursement of10 million-dollar donation to
be received by July 2007
Achieved:TBD
DONOR PROSPECT: Jo Carole Lauder
Natural Partner: Maja Oeri– They are both Co-chairs for The Party in the Garden
special event
Initiative One Activity: Lunch the week after the gala
Due Date: 6/9/06
Minimum Acceptable Result: Ms. Oeri articulates salient components of case statement,
gauges Ms. Lauder’s receptivity
Result Desired: Ms. Lauder is interested
Achieved:TBD
Due Date: 8/9/06
Minimum Acceptable Result: Ms. Oeri expounds on the retooling for the Destination: Modern
Art program (see case statement) and asks whether she may interested in pledging a gift
towards this program
Result Desired: Ms. Lauder requests more programmatic information
Achieved:TBD
Initiative Three Activity: Visit to MoMA family day programming
Due Date: 10/1/06
Minimum Acceptable Result: Ms. Lauder meets Allegra Burnette, Creative Manager, Digital
Media who is largely responsible for the Destination: Modern Art program.
Result Desired: Ms. Brunette discusses the retooling of the program and keeps Ms. Lauder
intrigued
Achieved:TBD
Initiative Four Activity: Dinner
Due Date: 12/1/06
Minimum Acceptable Result: Ms. Oeri solicits Ms. Bartos for $5,000,000 gift.
Result Desired: Ms. Lauder will seriously consider a gift pledge
Achieved:TBD
Initiative Five Activity: 92 St Y Public Lecture on New practices in Art Education
Due Date: 1//07
5/3/06


Minimum Acceptable Result: Ms. Lauder commits to donation with at least a first installment
Result Desired: Ms. Lauder Commits to single disbursement donation for August 2007
Achieved:TBD

5/3/06

MoMA cc by pds

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (6)

Similar to MoMA cc by pds

Similar to MoMA cc by pds (20)

Recently uploaded

Recently uploaded (20)

MoMA cc by pds