Scrf studydraft82103actual


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  • Many interviewees are members of more than one category but for purposes of this chart were counted in only one primary relationship.
  • Scrf studydraft82103actual

    1. 1. Fund Raising Public Relations Research Feasibility and Planning Study August 24, 2003
    2. 2. Table of ContentsOverview..……………...………..………………3Findings………………… ……...……………….8Evaluation……………… ……….……………..27Recommendations...…….………………………38 2
    3. 3. OVERVIEW
    4. 4. Purpose• Evaluate the fund raising opportunity and potential of the Spinal Cord Research Foundation (SCRF)• Test a campaign goal of $10,000,000• Identify potential leadership and prospects for major support• Analyze the capabilities and interests of SCRF and PVA leaders in conducting a capital campaign 4
    5. 5. Purpose• Test four (4) areas of need: Seed funding of innovative investigators Supporting Centers of Excellence Promoting the translation of basic scientific discoveries into treatment practices Quality of life issues for spinal cord patients• Propose a plan of action to prepare for and conduct a campaign 5
    6. 6. Objectives• Identify and cultivate leadership and potential donors• Identify major gift prospects among individuals, foundations, corporations and the community• Determine the level of support that may be secured from leadership and major gifts• Analyze the number, amount, and level of gifts necessary to achieve and surpass the campaign goal• Measure respondents’ views of case statement priorities 6
    7. 7. Objectives• Identify prospective leaders, chairpersons, and committee volunteers for the campaign• Determine the timetable, plan, and organizational structure that would be required for the capital campaign• Evaluate SCRF’s current “readiness” for a campaign and explore methods for advancing this readiness 7
    8. 8. FINDINGS
    9. 9. Findings – Study Participants Audience Number PVA and SCRF Leadership/Advisory Boards 8 Individual Donors/Prospects 17 Foundations Donors/Prospects 3 Corporations Donors/Prospects 6 Staff and Administrators 15 Other Prospects 13 Total Interviews 62While many interviewees are members of more than one category, forpurposes of this chart, they were counted in only one primary relationship. 9
    10. 10. SCRF Mission100%90%80% 78%70%60%50%40%30%20%10% 10% 2% 0% Very Important Important Somewhat Important 10
    11. 11. Key Strengths - PVA• Impressive and consistent advocacy for individual members in accessing available resources• Quality sports programs• Advocacy, positively impacting a broad national constituency – not just PVA members• Commands great political respect• Positive working relationship with the Department of Veterans Affairs (VA) 11
    12. 12. Perceived Challenges / Concerns - PVA• Fiscal challenges faced by PVA in recent years• Highly reliant on direct mail• Competition for the fund raising dollar is high• Corporate giving opportunities not centrally coordinated to maximize their potential• High cost of dollars raised• With exception to IG Advisory Committee, PVA lacks strong outside leadership 12
    13. 13. Key Strengths - SCRF• Supports innovative projects that might not be funded by other sources• Has a broad view of spinal cord patients’ needs• Has an effective grant funding selection process• The cost per dollar raised for SCRF is very low• A unique niche market of research funded can be defined 13
    14. 14. Perceived Challenges / Concerns - SCRF• Name recognition/differentiation of SCRF from PVA• Need to differentiate SCRF-sponsored research from that financially supported by other organizations (NIH & VA)• Significant competition for the philanthropic dollar• Many PVA members seem more focused on sports activities than on research• Is “research” a priority and is the PVA willing to invest (staff & budget) to raise significant resources 14
    15. 15. Perceived Importance of SCRF Areas Don’t Highest High Medium Low KnowSupporting innovative 71% 10% - 11% 8%investigators (seedgrants)Supporting 40% 32% 18% 12%Centers of ExcellenceResearch into quality of 38% 44% 13% - 5%life issues for SCIpatientsIncreasing the number 77% 13% 10% - -and/or size of grantsawarded 15
    16. 16. Case ElementsMost common themes:  Research is making real progress  Finding a cure/getting veterans out of their chairs  Research making a difference in people’s lives today  Patriotism 16
    17. 17. Case ElementsAreas of research interest:  Finding a cure  Quality of life issues  Outcomes research  Psychosocial issues  Translational research 17
    18. 18. Is a Goal of $10 Million Achievable? Dont Know 20% Yes 45% No 20% Maybe 15% 18
    19. 19. Significant Challenges Offered• Major gift prospects - availability/cultivated• Economy - most often cited• Leadership - number/cultivated• Internal communications - information sharing• Name recognition of SCRF 19
    20. 20. Prospect Potential Indicated by Others Suggested Number Number of Prospects Cited Giving Level of Prospects Two Times or More $1,000,000 to 0 0 $2,499,999 $500,000 to 1 0 $999,999 $250,000 to 5 2 $499,999 $100,000 to 1 1 $249,999$50,000 to $99,999 4 2$25,000 to $49,999 15 6 $5,000 to $24,999 13 8 20
    21. 21. Campaign Leadership Leadership Number of Number of Candidates Candidates Cited Two Times or More Honorary Chair(s) 9 3 General Chair 5 4Leadership / Major Gift Chair 3 1Corporate / Foundation Chair 3 1 Board Chair 2 2 21
    22. 22. Willing to Serve as Leaders100%90%80%70%60%50% 48%40% 38%30%20% 14%10% 0% Yes Maybe No 22
    23. 23. Campaign Involvement Yes Maybe NoA Donor to the Campaign 78% 15% 7%A Member of a 45% 30% 25%Solicitation TeamContacting Prospective 48% 14% 38%Donors 23
    24. 24. SCRF’s Rank Among Philanthropic Priorities100%90%80%70%60%50%40% 35%30% 26% 24%20% 15%10% 0% Highest High Medium Low 24
    25. 25. Giving to a Potential Campaign100%90%80% 78%70%60%50%40%30%20% 15%10% 7% 0% Yes Maybe No 25
    26. 26. Financial Indications of Respondents Financial Indication Range Number of Individuals Potential 7-Figure Gifts 0 Potential 6-Figure Gifts 2 Potential 5-Figure Gifts 13 Gifts under $10,000 21 No Gift Anticipated 6 Range of Respondents’ Potential Gifts Low High $832,000 $1,112,000* 14 prospects did not offer any specific gift intention data when asked. 26
    27. 27. EVALUATION
    28. 28. Campaign Requirements• A compelling case statement that distinguishes SCRF from PVA and demonstrates the need to support both entities• A positive perception of SCRF by its constituencies• The identification and participation of strong and influential leadership• A significant number of cultivated prospects• A well coordinated and properly financed fund raising plan 28
    29. 29. Key Points - Case Statement• 82% placed‘highest’ or ‘high’ priority on the research needs identified in the background statement• Many participants had limited knowledge about SCRF or were unable to distinguish it from PVA• Respondents generally agreed that the case priorities reflect the current needs of SCRF• Some respondents urged that a portion of funds raised be set aside to endow future research and to ensure SCRF’s ability to make multi-year grants 29
    30. 30. Key Points - Case Statement• 60% believe that a campaign for $10,000,000, primarily for immediate research needs, is achievable or might be achievable• 93% would consider or might consider a gift to a campaign for SCRF for the purposes outlined in the Background Statement• 61% rank SCRF the highest or a high philanthropic priority 30
    31. 31. Leadership Analysis• Leaders in the SCRF Campaign must be: - Willing and able to make a significant gift to the campaign (minimum 5-figures payable over three to five years) - Recognizable and influential - Committed to spinal cord research and care While there is an indication of the availability of potential leadership, much of it needs cultivation 31
    32. 32. Leadership Considerations100%90%80% 75%70% 62%60% 49%50%40%30%20%10% 0% Would / Might Serve as Would / Might Contact Would / Might Help Leaders Prospective Donors Solicit 32
    33. 33. Donor Analysis• Historically, PVA has been the largest contributor to SCRF• Reflecting the decline in donations experienced by PVA, contributions to SCRF have also declined substantially in recent years• The decline in contributions from PVA has moved SCRF to advance fund raising efforts in other areas – particularly Individual Giving 33
    34. 34. SCRF Funding History$2,500,000$2,000,000$1,500,000$1,000,000 $500,000 $0 1999 2000 2001 2002 2003 PVA PVA Chapters Other Donors 34
    35. 35. SCRF Income• While individual contributions to SCRF have increased substantially in recent years, this increase in income does not make up for the decline in contributions from PVA 35
    36. 36. Prospective Donors To advance the effort to raise external funds, SCRF needs to undertake a number of actions:• Identify a pool of qualified potential donors through prospect research• Include members of PVA in the SCRF prospect pool (Indications are that some elements of this segment are likely to be willing and able major gift participants and leaders)• Pursue and cultivate additional corporate and foundation prospects to help maximize fund raising potential during the campaign 36
    37. 37. Prospective Donors• Identify influential leaders who indicate a willingness to support a campaign (most giving sights need to be elevated)• The current economy and split from Eastern Paralyzed Veterans Association (EPVA) were both frequently mentioned as possible obstacles to the success of a $10,000,000 campaign, especially their impact on leadership level giving 37
    39. 39. RecommendationsSTRUCTURE• Campaign conducted in two Phases• Phase I - Goal of $5,000,000 would concentrate on major gifts of five figures and above only• Phase II - Would continue the major gifts effort and be a more broad based effort to include all donors and prospects at all levels• Utilize the Individual Giving Advisory Board and possibly Bob Dole in an honorary capacity 39
    40. 40. RecommendationsGOAL• We believe that a Phase I campaign goal of $5,000,000 should be established• This figure would be “comprehensive” and include all fund raising being conducted by SCRF over the campaign period• The campaign would be three years in duration with a five-year payment schedule• Phase II goal would be based on success of first phase and the prospect potential going forward 40
    41. 41. RecommendationsGENERAL• Establish a Campaign Committee to provide vision for the proposed campaign and cultivate future leaders and donors• Joe Fox, Del McNeal, John Bollinger and respected clinicians need to be involved in all phases of the campaign including solicitations• Campaign will be driven by PVA Individual Giving staff, which has significant major, planned and capital gift experience 41
    42. 42. Recommendations• Campaign preparation should include identifying, confirming, cultivating and soliciting key potential major gift prospects• Establish an internal volunteer task force to review and refine priority areas outlined in the study• Corporate fund raising, PVA wide, should be consolidated into a single comprehensive effort• Utilize the PVA database to secure gifts for SCRF over and above current giving 42
    43. 43. Recommendations• SCRF to work with PVA to establish and structure a direct mail program• Utilize comprehensive individual, corporate and foundation prospect research and tracking systems• Conduct electronic screening of SCRF and PVA member records to help maximize the prospect pool within key constituent communities• Establish formal donor and leader cultivation plans• Increase staffing and budget in the Individual Giving department 43
    44. 44. Recommendations• Recognize restricted giving as an integral source of revenue• Establish named gift opportunities• Retain Counsel to assist staff in conducting a capital campaign 44
    45. 45. Phase I Campaign Committee• Cultivate and recruit leadership to form a Campaign Committee which will: – guide the campaign and help develop fund raising strategy – identify leadership – assist in developing prospect lists 45
    46. 46. Prospect Constituencies• Board Members – SCRF and PVA Boards of Directors, Scientific Advisory Board• PVA Members• Current and Past Donors• Potential New Donors• Foundations, Business and Corporations• Other Veterans Service Organizations• Friends• Employees 46
    47. 47. Prospect Research• Identify prospects from current SCRF lists of friends and donors• Conduct an electronic screening of the entire PVA member database• Conduct an electronic screening of select segments of the larger PVA donor base• Develop comprehensive background and financial profiles of leadership prospects 47
    48. 48. Major Gifts• Establish a basis for initial major gift level visits• Involve a small group of donors and other top prospects as part of a Campaign Committee• Create individually tailored presentations to be used as part of major gift solicitation visits• Key volunteer and administration leadership is essential to success• Like the current Individual Giving department, the campaign will be staff driven 48
    49. 49. Public RelationsBroaden awareness of SCRF by coordinating with PVA’s Communications department:• brochure or kit of case elements with emphasis on initiative/campaign – campaign video (similar to PVA’s Year in Review) – major gift prospectus – development newsletters – commemorative opportunity brochure – question and answer pamphlets – intensifying public service ads, media contacts, speaker events, other marketing venues 49
    50. 50. Timetable - Phase I Phase I Activity Financial Goal • Establish Case Task Force PHASE I • Draft Case Statement $ (12-18 month Period) • Establish prospect research and tracking system and overall plan for increasing and utilizing donor baseCampaign Organization & • Recruit Campaign CommitteeLeadership Development $5,000,000+ • Develop promotion & cultivation plan • Establish immediate Major Gift AND prospect list (Top 25, 10, 5 prospects) • Establish gift giving and creditingInitial Major Gift Activities policies • Develop ‘Named Gift’ Opportunities • Design Commemorative Gift Recognition program • Establish SCRF public relations & communications strategy 50
    51. 51. Timetable - Phase I Phase I Activity Financial Goal • Prepare personalized gift prospectuses PHASE I and proposals, letters of intent and gift documentation (12-18 month Period) • Recruit chair(s) for Board solicitation visits and Board Committee, as well asCampaign Organization & Chair(s) of Leadership Gifts phaseLeadership Development • Orientation and Training of Board(s) Campaign volunteers and staff AND • Commence visits to all board members $5,000,000+ • Begin visits of Major Gift prospectsInitial Leadership Phase • Establish strategy for each constituency Activities • Prepare Foundation and Corporate proposals and/or visit strategies 51
    52. 52. Timetable - Phase II Phase II Activity Financial Goal • Continue Major Gifts effort PHASE II • Refine strategies for each case (18-24 month Period) priority • Recruit Committee Chairs Campaign Activity • Continue Prospect Research:Major Gifts, Special Gifts, prospect expansion, new individualConstituency Campaigns, prospects and corporate affiliations / Direct Mail partnerships TBD • Continue orientation and training meetings AND • Continue cultivation visits and stewardship of donors Completion, Celebration and Stewardship • Continue corporations and foundations proposals and/or visits 52
    53. 53. Timetable - Phase II Phase II Activity Financial Goal • Announce campaign publicly (amount to be determined) PHASE II • Conduct visits for top donors & prospects (18-24 month Period) • Continue cultivation events, dinners, etc. • Recruit and train committee members Campaign Activity • Conduct Special Gift Division receptionsMajor Gifts, Special Gifts, • Begin Special Gift visits ($5,000+)General Gifts, Constituency • Launch General Gift Division (Under TBD Campaigns, Direct Mail $5,000) • Complete Special Gift Division visits AND • Donor Recognition Activities • Wrap-up all Leadership, Major Gift, Completion, Celebration Corporate and Foundation solicitations and Stewardship • Campaign Close-out • Celebration Event(s) 53
    54. 54. $5,000,000 Gift Table Size of Gift Number Number of Providing Cumulative of Gifts Prospects Total Needed DesiredA $1,000,000+ 1 3 $1,000,000 $1,000,000B $500,000+ 2 6 $1,000,000 $2,000,000C $250,000,+ 3 9 $750,000 $2,750,000D $100,000 6 18 $600,000 $3,350,000E $50,000 12 36 $600,000 $3,950,000F $25,000 20 80 $500,000 $4,450,000G $10,000 50 200 $500,000 $4,950,000H Below $10,000 Many Many $50,000 $5,000,000 Totals 94 352+ $5,000,000+ $5,000,000 54
    55. 55. $10,000,000 Gift Table Size of Gift Number Number of Providing Cumulative of Gifts Prospects Total Needed DesiredA $1,000,000+ 2 6 $2,000,000 $2,000,000B $500,000+ 4 9 $2,000,000 $4,000,000C $250,000,+ 6 18 $1,500,000 $5,500,000D $100,000 12 36 $1,200,000 $6,200,000E $50,000 24 80 $1,200,000 $7,400,000F $25,000 40 200 $1,000,000 $8,400,000G $10,000 100 400 $1,000,000 $9,400,000H Below $10,000 Many Many $100,000 $10,000,000 Totals 188 352+ $10,000,000+ $10,000,000 55
    56. 56. Ten Core Recommendations1. Conduct a campaign with a Phase I goal of$5,000,0002. Increase staff and budget of the Individual Giving department3. Engage PVA’s Communications department to increase the awareness of SCRF4. Coordinate Corporate Gift Requests to maximize potential5. Establish an internal task force to strengthen the case for support 56
    57. 57. Ten Core Recommendations 6. Outsource electronic screening of PVA and SCRF Members and other databases, as required 7. Establish a donor cultivation & recognition plan 8. Recruit a small but influential Campaign Committee to help lead the campaign 9. Obtain full Board support and participation prior to launching a campaign10. Budget campaign expenses at an appropriate level (10% - 12%) 57
    58. 58. QUESTIONS