Maj or and Pl anned Gi vi ng St rat egi c Pl an

Executive Summary

January 14, 2013

Submitted by:

Cathy Ives, Executive Director of Development and Major Gifts

Janet Egelhofer, Major & Planned Gifts Officer

Dari ng t o Dream

Achieving a vision for the community means daring to dream. Move beyond a narrow focus on what the station is now doing to consider what it might do if given the resources. Rather than being a prisoner to scarcity, the team is freed to consider the possibilities of as-yet-unrealized abundance.

Maj or Gi vi ng Def i ned:

Successful major giving programs are based on personal relationships.

Donors see their gifts less as a contribution than as an investment in the ability of the organization to serve their communities.

Major gifts are larger because organizations communicate their values and share a

vision of how they can serve their communities.

Philanthropic organizations note that phone correspondence is harder. People are screening phone calls and the growth of cell phone use – making locating phone numbers much more difficult.

Development committees are finding that scheduling campaign meetings is becoming difficult. Janet Egelhofer, NEPR’s Major & Planned Gifts Officer has stated her concern about not “seeing Major Donors” at regular intervals.

What i s St ewardshi p?

Stewardship is "an attitude that should permeate your entire development program." It demonstrates the continually expanding relationship between an institution and its donors.

Stewardship historically referred to ensuring that the gifts of all donors are spent wisely, but it has come to mean much more than that. "Every fundraiser has a responsibility to the donors, to find out for certain that the organization's programs are sound and to report back to the donor that they are."

These matters should not be left to chance, but should be part of a structured cultivation plan. What differentiates true stewardship from mechanical gift acknowledgement, however, lies in doing the unexpected — in communicating with donors not because it is part of a plan, but because donors are your station's best friends.

Short and Long Term Goal s

There are many activities that can be established now for short term goals and beginning the process of long-term work.

Calling all calendar year-end renewals $250+ before the last week of December each year Calling and thanking all $500+ donations throughout the year Delivering station “Thank You Gift” at an in person meeting if possible Calling $500+ renewals for Challenges pre-drives Working on a transition for single Capital Campaign gifts for a second year ask – perhaps

to help meet a goal Transition from Capital Campaign donor to increased Annual Fund supporter Find a formula for the transition $$ Begin an ambitious Home Party Plan Design a more consistent and increased e-correspondence and meetings Start a new "constant contact" type of email listing, organized so that it can be used for

event planning and for offers of tickets to NEPR sponsored events, as well as for updates and other stewardship measures.

Pl anned Gi vi ng St rat egi c Pl an:

Continue an improved and more strategic Planned Giving Campaign, letters, spots, collecting prospects from Fund-drives

Setting up additional meetings with Planned Giving Officers (Colleges/Universities/Vendors)

Designing a Planned Giving Website (eg. UPR.org) Planned Giving Event – guest speakers, invite the 500+ donors who requested PG

information Planned giving events, the possibility of holding an event for those donors who have

given consistently, if not at a leadership level, for a prescribed number of years to thank them for their enduring support and to present a planned giving option.

Working closely with the UMASS Planned Giving office and the Planned Giving resources from the Community Foundation of Western Massachusetts (CFWM)

Activity July August September October November December January February March April May June

Major GivingCultivation x x x x x x x x x x x xRenewals x x x x x x x x x x x xSpecial Appeals x xUpgrades x xEvents xAcknowlegements daily daily daily daily daily daily daily daily daily daily daily dailyMarketing x x x xWebsite

Planned GivingMarketing x x x xOn-Air Spots x x x x

On-AirTV Pledge x x xRadio Pledge x x xSpot Campaign x x x x

Direct MailRenewal x x x x x x x x x x x xAcquisition x x x x xLapsed x x x x xAdditional Gift x x x x xSustaining x x x x x x x x x x x x

TelemarketingRenewal x x x x x x x x x x x xLapsed xAdditional Gift x

UpgradingSustaining x x x x x

WebWebsite x x x x x xE-renewals x x x x x x x x x x x xE-mail weekly weekly weekly weekly weekly weekly weekly weekly weekly weekly weekly weekly

Acknowledgements bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly bi-weekly

Events x

Annual Development Calendar - NEPR - FY 2013

Maj or and Pl anned Gi f t s Of f i cerSt rat egy and Obj ect i ves f or Annual Fund

Phone Calls:

Place phone calls to all Annual Fund donors of $500 and above  to introduce myself  to thank them for their support  to set up meeting to discuss happenings at station in person

Goal: Anticipate 500 calls per year with heaviest periods of calling following on-air fund drives

Visits:

Purpose of visits  to extend personal thanks  to share news of station  to gather feedback re: thoughts on station; family; occupation; recreation; to see where we fit in their philanthropy  to cultivate donors and prospective donors as engaged participants

Goal s:Director’s Circle ($750 - $999) - currently 33 gifts

Generate twenty new gifts at $500 = $10,000

Increase ten gifts from $500 to $1000 = $5,000

 

Leadership Circle ($1000 - $2999) - currently 92 gifts

Generate twenty new gifts at $1,000 = $20,000Increase one gift from $1000 to $5,000 = $4,000Increase three gifts from $1,000 to $3,000 = $6,000Increase twenty gifts from $1,000 to $2,000 = $20,000Increase thirty gifts from $1,000 to $1,500 $15,000

Broadcasters/Manager’s Circle ($3000 - $9999) – currently 6 gifts

Generate three new gifts at $3,000 = $9,000

Total AF increases: $75,500

Total donors involved: 107

Given one to three visits per ask,

total visits estimated at 250

Est i mat ed Lost Annual Fund Revenue:

 

Major Annual Donor $ 1,000

Major Annual Donor $ 1,000

Major Annual Donor $ 2,000

Major Annual Donor $ 2,000

Major Annual Donor $ 1,000

Major Annual Donor $ 19,000

Major Annual Donor $20,000

Major Annual Donor $ 4,000 (Challenge)

Major Annual Donor $ 5,000

Major Annual Donor $ 1,300

Major Annual Donor $ 200

Major Annual Donor $ 1,500

Major Annual Donor $ 500 (lower year-end gift)

$ 58,500 Sponsorships:

PeoplesBank (iPads) $ 6,000

Family Annual Programming Support $ 25,000

What is the Upside Goal Potential FOLLOWING the Capital Campaign:

Currently:

 

Goal                                                       $ 7,000,000

New Market Tax Credits (net)                      - 1,000,000

                                                     $ 6,000,000

 Foundation Capital Campaign Grants           -1,000,000

                                                             $ 5,000,000

Bequests: - 1,158,201

$ 3,841,799

Banks: - 350,000

  $3,491,799

                                                                    X .05   (5%)

Goal for Projected Annual Fund Increase

following Campaign                                    $   174,590

This should be in addition to prior projections (FOLLOWING Campaign completion)