Thank you for being here! We are delighted to have a great group. Hasn’t it been a fantastic conference? I’ve had a great time and learned so much at the sessions I’ve attended. I know you’re all probably tired and anxious to get home – I know I am. I feel especially for those that are missing their children. I don’t have that situation, but my husband tells me the dog is suicidal. He won’t let her out on the deck now, he’s afraid she might jump.So we promise to keep this lively, make it worth your while, and to end on time.Today we want to talk about campaigns, and specifically planning for and getting ready for campaigns.
We’ll be talking about the getting ready part – analysis and benchmarking, and then about the actual anaylsis you can do to or you can do with counsel, that will allow you to determine how much you can raise and from which prospects.
A feasibility study gives an organization an opportunity to dip their toe in the water and really think through all the potential benefits and potential pitfalls before investing huge amounts of resources and organizational good will. Because let’s face it, an unsuccessful campaign doesn’t make your board feel good, doesn’t make leadership feel good and doesn’t make the community feel good. And if you are raising funds for an important project, it puts that project in jeapardy.
Some of the questions you’re going to be asking of your organization in the process are listed here, and we’re looking at in terms of whethter the answers come through a quantitative or qualitative way.
New trends in feasibility studies
Session SubtitleSpeaker: XXXXXXXXXX • Month, Year • LocationSpeaker: XXXXXXXXXX • Month, Year • LocationSpeaker: XXXXXXXXXX • Month, Year • LocationNew Trends in Data Driven CampaignFeasibility Studies for Health CareOrganizationsSally Boucher, Director of Research, WealthEngineSusan Mennenga, Vice President,Provena Mercy Medical Center Foundation
What is a Feasibility Study?“An analysis of the ability to complete aproject successfully, taking into accounttechnological, economic, legal, operational andscheduling factors. A feasibility study allowsproject managers to investigate the possiblenegative and positive outcomes of a projectbefore investing too much time and money.”Investopedia
Campaign Feasibility Study Outcomes• Identify how much money can be raised• Outline timeframe for achieving goal• Identify potential leaders• Identify donors and volunteers• Foster credibility for the campaign and organization• Involve key constituents and create ownership and “buy-in”• Identify strengths and weaknesses of proposed campaign• Guide strategy development
Components of a Feasibility StudyFeasibility Study Questions Quantitative QualitativeDo we have the fundraising infrastructure to be successful? Checklist*Do we have strong leadership and are we respected in thecommunity?InterviewsDo we have the support of our board and other keyindividuals?AnalysisInterviewsAssessmentSurveyWhat monetary goal should we strive for? AnalysisDo we have the needed constituents (donors and prospects)to reach our goal?AnalysisWhat are our strengths and where can we do better? Benchmarking* Blue underlined Items are available for free download from:http://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-Resources.html
Analytic Components of aCampaign Feasibility Study• Data Analysis• BenchmarkingReadiness Analysis• Campaign Goal• Campaign Gift ChartCampaign Analysis
Assessing Campaign Readiness:Audit Internal InfrastructureDoes your organization have: A strategic plan with clear and achievable goals? Strong volunteer leadership? Staff job descriptions*, an organization chart, knowledge of thestrengths and weaknesses of current staff? Gift processing policies, procedures, metrics and standards? Gift acceptance policies? Prospect research and prospect management policies andprocedures? Stewardship and donor recognition policies? Communication structures for both internal and external audiences? Donor rights and privacy policies? Data security policies?You must be able todemonstrate tointernal and externalaudiences that youhave the necessaryinfrastructure inplace to run asuccessful, well-managed andtransparentcampaign* Blue underlined Items are available for free download from:http://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-Resources.html
17%20%15%19%4%25% BoardVolunteersStaffPatientsPhysiciansFriendsAssessing Campaign Readiness:Analyze Historic DataAnalyze Giving by Constituency:You must have aboard and donors(volunteers, pastpatients, physicians,staff) who supportyou and are likely tosupport yourcampaign
And Giving by Source:47%3%5%12%33% IndividualsPlanned GiftsCorporationsFoundationsEventsYou will mitigate riskby having adiversified fundingbase includingindividuals, corporations, foundations, governmentAssessing Campaign Readiness:Analyze Historic Data
Assessing Campaign Readiness:Analyze Historic Data0%2%4%6%8%10%12%14%16%48%50%52%54%56%58%60%62%2007 2008 2009 2010 2011RenewalsUpgradesRenewalRateUpgradeRateA high renewal rateand donors who areupgrading their giftsdemonstrates loyaltyand a likelywillingness tocontinue supportAnd Loyalty Trends
Assessing Campaign Readiness:Analyze Major DonorsName Total Giving Past 5 Years Largest Gift Last Gift Date Number of Gifts AffinityJames Stewart $80,000 25,000 12/21/11 27 1Leonard & Maria Cohen $75,000 75,000 9/6/11 1 1Rena J. Lee $200,000 100,000 3/29/11 6 1Samuel K. Jeffers $30,000 15,000 4/17/11 4 2John & Mary Smith $90,000 50,000 2/23/10 12 2Nancy M. Gonzalez $500,000 500,000 8/12/08 1 3Focus analysis on individual major donors – they will make or break your campaign• Are you successful raising major gifts?• Who are your major donors?• How recently have they given?• Are they still involved?• Evaluate their inclination to give using modeling, RFM, event attendance, connections, givingto other organizations and/or other behavioral characteristics
Rating Affinity• Ideal way is to build a predictive model• If there are not resources for that (in-house or outsourced)you can rate affinity with an analytic approach:– Select factors or variables you believe are predictive of affinity– Rank the variables to determine order– Weight the variables as to relative importance– Score your prospects for affinity– To increase confidence, create synergy and promote collaboration,involve all stakeholders in the process– For full instructions: Affinity Scoring Modelhttp://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-Resources.html
Benchmarking“A measurement of the quality of anorganizations policies, products,programs, strategies, etc., and theircomparison with standard measurements,or similar measurements of its peers.”BusinessDictionary.com
Objectives of Benchmarking• To validate and substantiate to health systemleadership that the performance of the market-based hospital foundations is in alignment witha comparable peer group.• To provide an overall snapshot and identifyprospective areas for improvement for thefoundation’s board of directors.
Benchmarking Basics• Select Peers or Aspirational Partners (or some ofboth)– Size of Budget– Staff Size– Age or Maturity of Fundraising Program (esp. Major Gifts)– Geography/Demographics (rural vs. urban, wealthy vs. middle class, etc.)– Type of Organization (Arts vs. Healthcare)– Non-competitors• Agree on desired outcomes and Key PerformanceIndicators that will support outcomes. Keep itsimple.• Share aggregated data
What to Benchmark?• Total Funds Raised• Total Fundraising Expenses• ROI• Number of Gifts >$10K• Average Gift Size >$10K• Staff Resources• Funds Raised per Staff FTE• Expense per FTE
About Provena Mercy Medical Center• Legacy Provena Mercy Medical Center is part of Presence Health Systemwith 12 acute care hospitals.– 293 bed hospital– Opened in 1911– More than 400 physicians & 1,100 employees• 2011 admissions and visits– 10,000+ inpatient admissions– 152,000+ outpatients visits– 35,200+ emergency room visits• Core Service area – Aurora, IL– Median Age – 30.7 years– Median Household income - $60,689*U.S. Census Bureau 2010 Demographic Profile Data, 2006-2010 American Community Survey 5-Year Estimates
About Provena Mercy Medical Center• Payer Mix– 33.3% Medicaid– 30.6% Medicare– 27.7% Commercial– 8.4% Self pay• Over 21,000 donor constituents• Annual Funds Pre & Post Capital Campaign– Average annual giving over 3 years, 2009-2011 including specialevents - $306,207/year– Capital Campaign total including pledges –$1.6 million: Campaign concluded Sept. 2012
Advisory Board Benchmarking InitiativeData submitted for years 2006 to 2008Feasibility study conducted in early 2010
Expense Allocation and Funds Raised by Program----------------------------------------------
Benchmarking AHA’s!• Mercy placed into the top 75% for raising fundsthrough special events!• Planned Giving program placed in the 25% and was anindication of weakness.• Average size of planned gifts also fell below the 25%.• Placed in the top 75% for grants, major and corporategiving.*Mercy’s foundation is small compared to the full council of participants. For this reason, onlypeer group comparisons are meaningful
CAMPAIGN ANALYSISThe Campaign GoalThe Campaign Gift Table
Use a four-step process to produce an accurate andactionable assessment of your proposed campaign’sfeasibility:1. Start with the data2. Determine lead gift amount and campaign goal3. Weigh analytic goal against organizational goal4. InterviewsData-Driven Feasibility Studies
1. Start with the data• Top prospects are those with high capacity and those with high inclination oraffinity• Use analysis of past giving and other variables to assess “likelihood” or “affinity”• Determine “how much?”– Evaluate past giving as a % of capacity for different types of constituents– Multiply the % of capacity given for that constituent type by the capacity to get a basenumber– If likelihood is “High” add a premium – 10%– If likelihood is “Medium” use the base number– If likelihood is “Low” do not use at all• Top rated prospects will generate the lead gift – at what gift level do you havethree high likelihood prospects? This is ideally your lead gift level• From lead gift level determined above, generate gift pyramid and goal• Build out pyramid by ensuring you have 3-5 medium and/or high likelihoodprospects for each gift needed at that levelData-Driven Feasibility Studies
How much can you raise?NameTotalGiving Past5 YearsLargestGiftLast GiftDate# ofGiftsConstituentTypeEstimatedGivingCapacityAverage %of CapacityGivenInclinationto SupportCampaignForecastLeonard & Maria Cohen $75,000 75,000 9/6/11 1 Donor 2,000,000 19% H 580,000William A. Joseph $350,000 250,000 9/30/11 29 Board 1,000,000 36% H 460,000Jennifer Atkins $225,000 200,000 4/23/10 18 Donor 1,500,000 19% H 435,000Jeanine Chantelle $87,000 50,000 11/30/11 12 Donor 500,000 19% H 145,000Rena J. Lee $200,000 100,000 3/29/11 6 Donor 500,000 19% H 145,000James Stewart $80,000 25,000 12/21/11 27 Board 250,000 36% H 115,000Michael Kurtz $32,000 10,000 4/30/11 8 Donor 250,000 19% H 72,500John & Mary Smith $90,000 50,000 2/23/10 12 Former Board 250,000 31% M 77,500Richard Wilholm $64,000 50,000 3/13/09 4 Former Board 250,000 31% M 77,500Frank Lin $50,000 10,000 11/14/11 9 Board 100,000 36% H 46,000Tom Jeffers $25,000 25,000 12/30/11 1 Board 100,000 36% H 46,000Samuel K. Jeffers $30,000 15,000 4/17/11 4 Member 250,000 15% M 37,500Jim & Sandy Cline $16,000 10,000 2/24/11 3 Ticket Buyer 500,000 7% M 35,000Lisa Woodrow $15,000 3,000 9/10/10 5 Former Board 50,000 31% M 15,500Craig & Mandy Mellon $25,000 25,000 8/17/11 1 Member 100,000 15% M 15,000Jared Czynski $10,000 10,000 7/28/10 1 Member 100,000 15% L 0Juan Alvarez $12,000 5,000 10/19/09 4 Member 100,000 15% L 0Nancy M. Gonzalez $500,000 500,000 8/12/08 1 Ticket Buyer 5,000,000 7% L 0Data-Driven Feasibility Studies
3. Weigh analytic goal against the organizational goal:Are they aligned?OUTCOME WHAT DOES IT MEAN?WHAT ACTIONS DOES ITSUGGEST?Analytic Result>Organizational GoalWe can raise MORE moneythan we thoughtReview campaign needs andadjust goals to reflect newpotentialOrganizational Goal>Analytic ResultWe can raise LESS moneythan we thoughtRe-evaluate goal or timing, oridentify new sources offundingAnalytic Result =Organizational GoalWe can raise what wethought we couldReady to move to the nextstep!Data-Driven Feasibility Studies
Data-Driven Feasibility Studies4. Interviews• Validate goal• Test and refine case for support• Identify lead gifts/donors• Identify campaign leadership
30 Rated Leads6 DiscoveryProspects3 ProspectsProspect Pipeline Rules of Thumb• Rated Leads: any individual/couple rated as ABLE togive at or above minimum threshold (researchqualified/suspects/leads)For each FIVE rated leads, ONE goes on to discovery• Discovery Prospects: any rated lead who accepts avisit or otherwise transitions to “discovery” (fieldqualification/warm leads)For each TWO discovery prospects, ONE becomes aprospect• Prospects: any discovery prospect who is qualifiedas a major gift prospect for both ability andinclination (in cultivation)For each THREE prospects, ONE becomes a donorFor every 30 individuals you suspect arecapable of giving to your campaign,ONE will become a donor1 Donor
Key Takeaways• Organizations that conduct feasibility studiesare more successful and raise more money thanthose who don’t• Be aware of both quantitative and qualitativecomponents of a feasibility study• Benchmarking provides validation for leadershipand identifies areas of strength and need• Quantifying prospects based on stage(identification, qualification, cultivation)provides the basis for accurate and actionablereporting
Handouts/Downloads• Campaign Table Calculator:http://info.wealthengine.com/rs/wealthengine/images/Campaign_Gift_Table.xlsx• Volunteer Training Toolkit:– Volunteer Fundraiser Training Workshop:http://info.wealthengine.com/rs/wealthengine/images/Volunteer Fundraiser TrainingWorkshop.pdf– · Volunteer Training Checklist:http://info.wealthengine.com/rs/wealthengine/images/Volunteer Training Checklist.pdf– · Campaign Volunteer Contact Report:http://info.wealthengine.com/rs/wealthengine/images/Campaign_Volunteer_Contact_Report.pdf– · Volunteer Fundraiser Training Manual:http://info.wealthengine.com/rs/wealthengine/images/Volunteer Fundraiser TrainingManual.pdf– · Sample Volunteer Job Description and Responsibilities:http://info.wealthengine.com/rs/wealthengine/images/Sample%20Volunteer%20Job%20Description%20and%20Responsibilities.pdf– · Volunteer Solicitation Guide:http://info.wealthengine.com/rs/wealthengine/images/Volunteer%20Solicitation%20Guide.pdf– · Sample Volunteer Privacy and Nondisclosure Agreement:http://info.wealthengine.com/rs/wealthengine/images/Sample%20Volunteer%20Privacy%20and%20Nondisclosure%20Agreement.pdf– Case For Support Checklist:http://info.wealthengine.com/rs/wealthengine/images/Case_For_Support_Checklist.pdf