A presentation from the Land Trust Alliance Rally in September 2014 presented by Graham-Pelton's Senior Vice President, Susan Stover. Topics include: setting the stage for success, campaign planning studies, and moving into campaign mode.

1. Land Trust Alliance
September 19, 2014
Cracking the
Campaign Code
Ken Grudens
Executive Director
Susan Stover
Senior Vice President

2. • Introductions
• Campaign to Save Our Indian River Lagoon
• Setting the Stage for Success
• A Campaign Planning Study
• Moving Into Campaign Mode
• Conclusion
1
Session Overview

3. 2
The Campaign to
Save Our Indian River Lagoon

4. 900 acres
8 miles shoreline
- Habitat
- Trails
- Vistas
3

5. Case for Support
Historic opportunity to protect…
4
Real property valuations
are at a generational low.
Owners of Lagoon parcels
have become willing
sellers for conservation.

6. 5
Case for Support
…what others in Florida have lost.

7. 6
Our Indian River Lagoon
The most
diverse estuary
in North America

8. Lagoon Birdlife
The Lagoon is located along the Atlantic
Flyway
7
• More than 350 bird
species use the Lagoon
• Home to Pelican Island
National Wildlife Refuge

9. Economics of the Lagoon
The Indian River Lagoon is responsible for
one-seventh of the region’s economy
8
• With over 680 fish species,
fishing contributes millions to
our local economies
• The Lagoon is responsible for
$438 million in annual
revenues in the county

10. 9
PRESERVE
wildlife habitat and natural resources
PROTECT
scenic waterfront
PROVIDE
access for public recreation &
education
IRLT’s Vision

11. 10
Campaign Success
Total Campaign Funds Raised - $11 million
$7.5 million from 30 major gifts
One major gift at $2 million
Two gifts at $1+ million
Two at $500k
Six at $250k
Six at $100k
Four $50k
9 at $25k

12. 11
Campaign Framework
“Silent” Phase March 2010
- Raised $10 million from 100 donors
- Most gifts pledged over 2-4 years
Public Phase November 2013
- Raised $285,000 from 100 donors
- Most gifts in cash
- Campaign closed April 2014

13. Save Our IR Lagoon - Accomplishments
Campaign’s Secondary Effects
• Major Campaign donors greatly increased
12
giving upon satisfaction of pledges
• IR Lagoon efforts increased membership
support by nearly 60% over four years
• Strengthened Board and its support of staff
• Significantly increased Land Trust’s visibility

14. Setting the Stage for Campaign Success
13

15. 14
Fundamentals of Success
• Strategic Plan
• Needs Assessment
• Internal Readiness
• Campaign Planning Study
• Campaign Execution

16. Strategic Plan & Needs Assessment
• In January 2009, the Staff identified three
15
potential focus areas for the Board
• With downturn in economy, Board set direction
for Lagoon shoreline
• Protection of Indian River Lagoon a unique
opportunity – time of the essence
• Developed conservation priority maps and
estimated value of critical lands

17. Strategic Plan & Needs Assessment
• Estimated need of $7.7 million, including
16
$700,000 for stewardship fund
• Feasibility study estimated ability to raise $5
million – Board set this as goal
• Based on initial commitments from the Board
and Advisors of $4 million, revised Campaign
goal to $8 million

18. Internal Readiness & Campaign Planning
• Summer 2009 – Board and staff decided to
17
conduct feasibility study
• Fall 2009 – Staff developed RFP
• Winter 2009 - 2010 – Retained Graham-Pelton
• February 2010 – Feasibility study completed
• March 2010 – Campaign begun
(time of the essence)

19. Campaign Planning Study
18

20. Planning Study Objectives
• Determines how your best prospects
19
perceive the case for support
• Determines the extent to which a proposed
Campaign goal is realistic and achievable
• Evaluates interest in the proposed initiatives

21. Planning Study Objectives…continued
20
• Identifies Campaign leadership
• Provides potential lead and major gifts
• Identifies perceived obstacles to a
Campaign
• Gathers information needed to develop a
Campaign plan and timetable

22. Planning for Campaign Success
21
Fact-Based Planning
– Positions the organization for success
– Engages leaders and donors
– Allows for success measurements

23. Planning for Campaign Success…continued
22
Fact-Gathering Methods
Feasibility/Planning Study
• Personal strategic discussions
• Electronic prospect screening
• Internal assessment
• Email Survey/Focus Group

24. Ratings of Indian River Land Trust
Category Excellent Very Good Good Fair Poor
23
No
Opinion
Administrative
Leadership
28% 37% 11% 2% - 22%
Board of Directors 4% 37% 24% - - 35%
Staff 32% 23% 2% - - 43%
Mission Fulfillment 13% 27% 31% 2% - 27%
Conservation Programs 16% 30% 14% 2% 38%
Financial Status 2% 14% 39% - - 45%
Public
Relations/Outreach
- 11% 39% 18% 2% 30%
Fundraising 2% 9% 29% 24% 4% 32%
Mail Survey responses tracked parallel to the percentages above.

25. Significant Fundraising Success Indicators
24
Belief/Action
IRLT
Percentage
Industry
Benchmarks (From
Similar Studies)
Favorable impression of the organization 93% 75%
Positive about the proposed Campaign 88% 75%
“High” or “highest” philanthropic priority: All 63% 65%
“High” or “highest” philanthropic priority: Directors 73% 75%
Will or possibly will give to a Campaign 98% 80%
Indicated a gift range 78% 65%
Will or possibly will serve on a committee 54% 30%
Will or possibly will serve as a leader 18% 30%
Will or possibly will solicit /visit others 71% 40%
Will or possibly will host an event 59% 40%
Should proceed with a Campaign 88% 80%
Note: Reflects Private Interview Responses Only

26. 25
Campaign Gift Table: $ 5 Million
Number of Gifts Gift Amount
Cumulative Gift
Amount
Cumulative Gift
Totals
1 $1,000,000 $1,000,000 $1,000,000
2 $500,000 $1,000,000 $2,000,000
4 $250,000 $1,000,000 $3,000,000
6 $100,000 $600,000 $3,600,000
10 $50,000 $500,000 $4,100,000
16 $25,000 $400,000 $4,500,000
25 $10,000 $250,000 $4,750,000
30 $5,000 $150,000 $4,900,000
Many Under $5,000 $100,000+ $5,000,000

27. Overarching Recommendations
Refine the Case for Support to address issues
raised in the study process
Recruit Leadership: form a Campaign Cabinet
Develop a Campaign Plan and Timetable:
integrate annual fundraising efforts and events
Outline Lead Solicitations:
begin cultivation and solicitation activities
26

28. Moving Into Campaign Mode
27

29. Essential Elements of Campaign Success
28
Compelling
Case for
Support
Identifiable
Pool of
Potential
Donors
Committed
Leadership
“Sense of
Urgency”
Fundraising
Plan and
Disciplined
Timetable
Dedicated
Volunteers

30. 29
Campaign Fundamentals
• Proceeding with Campaign requires a Board vote
• The Campaign must be an organizational priority
• Leadership must recognize impact of Campaign
– CEO will devote up to 50% of time to Campaign
– The development staff deserves support
– Costs range from 5-10 cents on the dollar

31. Board:
• Oversees the Campaign (policy focus)
• Establishes the Campaign’s case
• Actively supports vision through words & deeds
• Provides commitment to effort (stretch giving)
• Steps forward as fundraising leaders
• Commits to 100 percent participation
Campaign Cabinet:
• Plans and implements the Campaign
30
Campaign Fundamentals

32. Myths About Campaign Funding
• Corporations and foundations are major donors
• Volunteer leadership plays an advisory role in
31
31
fundraising
• “What we need is an angel”
• Our closest prospects know and support us
• If we ask our prospects to do their best, they will
• If everyone gave $X, we could reach our goal

33. 32
Campaign Fundamentals
• 80/20 or 90/10 rule
• A scale of gifts is a guide to the goal
• Gift sources follow typical giving patterns…

34. 33
Top Down, Inside Out
80%
Highest Capacity =
Highest ROI
20%

35. 2013 Contributions: $335.17 billion (by source of
contributions) – Giving USA FoundationTM
34

36. 2013 Contributions: $335.17 billion (by type of
recipient organization) – Giving USA FoundationTM
35

37. Campaign Requirements
• A fully engaged and invested Board and CEO
• A commitment to fundraising best practices
• Well-trained staff and volunteers in face-to-face
36
solicitations
• Making the Campaign a process not an event
• Letting the fundraising dictate the timetable
• An investment mindset

38. 37
Campaign Best Practices
• An emphasis on asking for gifts
• A uniform approach to solicitation achieved through
training/coaching sessions
• Well-planned, peer-to-peer, face-to-face solicitations
w/leadership and major gift prospects
• Solicitations conducted by teams of two
• Meetings in private settings
• Asking for specific gift amounts

39. 38
Campaign Responsibilities
Board Members
• Learn and commit to Campaign best practices
• Set the bar high as a model for stretch giving
• Serve as volunteer testimony to the value of the
organization and the Campaign
• Identify, cultivate, solicit, and steward prospects/donors
• Support both Campaign and other fundraising efforts
• Provide accountability for the donated dollars

40. 39
Campaign Responsibilities
Executive Director
• Learns and commits to Campaign best practices
• Articulates the vision, the need, and the opportunity
• Inspires volunteers and staff
• Identifies, cultivates, solicits, and stewards prospects
• Reports regularly to the Board on progress

41. 40
Campaign Responsibilities
Development Staff
• Commits to Campaign best practices
• Coordinates the process
• Researches prospective donors
• Produces all collateral materials
• Manages logistics of Campaign activities
• Identifies, cultivates, solicits, and stewards prospects
• Reports regularly to Board

42. 41
Campaign Responsibilities
Professional Counsel
• Assures adherence to Campaign best
practices
• Provides guidance
• Offers hands-on assistance
• Instills discipline into the process
• Provides support to leadership

43. 42
Conclusion

44. • Be a positive and dignified experience for all
members of the community – administration,
Board members, donors, members, friends
• Enhance the image and reputation of the
organization
• Bring the organization’s community together in
a transformational, uplifting, and unforgettable
experience
43
A Campaign Should:

45. WITH PROPER PLANNING &
44
PERSEVERANCE
YOU TOO CAN CRACK THE
CAMPAIGN CODE!

46. 45
Contact Information
Ken Grudens Susan Stover
Executive Director Senior Vice President
Indian River Land Trust Graham-Pelton Consulting
(772) 794-0701, Ext 1 (800) 608-7955
kgrudens@irlt.org (908) 672-6481 cell
www.irlt.org sstover@grahampelton.com
www.grahampelton.com