S

USING VOLUNTEERS TO REENERGIZE YOUR FUNDRAISING AND OUTREACH EFFORTS

National Conference of Bar Foundations Mid-Year MeetingHouston, Texas

February 6, 2015Joint Workshop Session 5B11:15 a.m. to 12:15 p.m.

Presenter: Ginger F. Mlakar, Esq.Immediate Past President of the Cleveland Metropolitan Bar Foundation

Senior Counsel, & Director of Donor Relations at the Cleveland Foundation

Cleveland Metropolitan Bar Foundation – Lawyers Giving Back

3Rs Program

Mock Trial Competitions

Halloween Run

Community

Outreach

Programs

Fundraisi

ng Events

History of the Fellows Program

Fellows Program Launched in 1999/2000

Criteria for Fellows Membership Member of the Association Advance justice in the community Demonstrate a high standard of integrity/professionalism

Levels of Recognition $2,500 – minimum $5k – Silver $10k – Gold

Fall of 2012 – Fellows program raised approximately $1 million for the endowment

Legacy Fellows Program

Legacy Fellows Launched in 2011

Recognizes – members who commit to make a future gift to the foundation (i.e., a planned gift) Examples – bequests in wills and trusts; naming in

beneficiary designations such for life insurance policies, etc.

Strategy – planned giving brochures, ads in bar journal, letter campaign, and targeted asks

Founding members – 16

Endowment Campaign Launch

Pre-Campaign Board Activity Solicited advice from past and current key board members and staff Presented to the board on endowment history Highlighted programs supported by foundation at board meetings Looked into a feasibility study and a community focus group

committee

Fall of 2012— Board committed to a 18 month plan to raise $1 million and double the endowment to $2 million

Key Component – Major gifts at $50,000 or higher level

Volunteer Committee Structure

Fellows Committee – backbone to the efforts Long-standing, engaged in the legal community

members Continued effort for new fellows at pre-existing

levels of $2,500, $5,000 (silver) & $10,000 (gold) levels

“Best practice” goal – increase no. of individual fellows to 10% of membership

Strong small working group for major gifts $25k to $100k level (individuals and firms)

Goals during Silent/Quiet Period of the Campaign

Raise 40 to 60% before public announcement

Create a video with key leaders and featuring the programs https://www.youtube.com/watch?v=SPPzE9Fyvug

Plan for Kick-off Event (May 2013) – public announcement Location/invitation – strategic based upon

invitee demographics Invitees – fellows (including new legacy), past

leaders, legal and community leaders, and board members, i.e., prospects/ambassadors

Host committee – GCs and other civic leaders Program – welcome, video, kick-off campaign &

thank lead donors

Key Administrative Steps before the Public Campaign Launch

Updated Gift Acceptance Policy & Campaign Recognition Levels Gift types - cash, securities, life insurance policies, and

estate gifts Campaign recognition - assets must be transferred or pledge

signed

Reviewed Investment/Endowment Policy (compliance with UPMIFA, spending policy, investment oversight, etc.)

Created various types of pledge forms Estate Payment terms over time (not to exceed 10 years) Outright gifts – discounts offered

Defining New Major Donor Benefits

$50k to $100k+ (founding fellows)* Donor story in bar journal Recognition on donor wall Honored and recognized at appreciation reception Firms allowed 1 representative on host committee for appreciation reception

$25k (leadership fellows)* Recognition on donor wall Honored and recognized at appreciation reception Added near end of the campaign

* Unique campaign recognition Allowed combination gifts – combined firms and individuals of law firms

contributions for firm recognition Insurance policies transferred – recognition based upon face value of policies Estate gifts – recognition based upon death value

Overview Identifying Prospects, Pitch and Follow-up

Initial prospects – ambassadors to the organization Communication method depended on the relationship

Included in first meeting discussion (and covered in proposal) Overview of the history of bar/endowment Explored what the bar meant to them Explained why asking Announced who else has committed & matching gift opportunity (1 to 4) – 4

firms at $100k+ Made the ask (highest amount possible)

Followed-up with formal, customized proposal and supporting materials

Once verbal yes, immediately sent the pledge to be signed

Proposal - Why Give Now?

For every $1 million (cash collected) in endowment = $50k of available grant dollars

Contributions will reduce the foundation’s reliance on annual fundraising events to sustain current grantmaking levels

Contributions will allow for sustainability of the current and future priority programs into perpetuity

Proposal - Why is it Important to the them?

Continuation of the strengthens of the bar – being part of: Mentorship and volunteer opportunities Advocacy for legal profession Giving back to the community through strong, impactful

community outreach programs

Opportunity to give back to the legal community through a legacy gift

Recognition benefits

Existing commitments by peers

Proposal – What are the Board Commitments?

100% of fellows contributions added to the endowment

100% of endowment spending will go to programs (and not fundraising or administrative expenses)

100% board participation as fellows

Touch Points

Estimate – avg. of 7 before closing of gift

Initial meetings – breakfasts, lunches and/or after work drinks

Presented to firms/small groups

Follow-ups - formal letters, emails, quick discussions at community events/board meetings, etc.

Tools to Track Progress

Weekly cultivation report Included ask amount, last contact, next steps, etc. Shared with committee and key staff members

Campaign count spreadsheet Included recognition level and financial reporting

difference Shared with committee and key staff members

Cultivation Event

Timing – half-way point after public announcement (Fall of 2013)

Limited invitees – select ambassadors

Goal – small and intimate event

Location – cool and intriguing

Program Donor story Community leader, e.g., CEO of

public schools Keep it short – no ask

Donor Wall

Goal – cool design to recognize and thank all donors with flexibility to change through time

Cut-off date for inclusion – 45 days before the appreciation reception

Final drive – emails with lists of those “in” or “tentative in” on donor wall to encourage others to participate Included drawing/illustration of donor wall

Celebration (Appreciation) Reception

Timing – May 2014 (1 year from public announcement)

Invitees – donors, community/bar leaders, etc.

Location – same as kick-off reception

Invitation – included host committee; followed kick-off reception theme

Program – welcome (host committee member), video, announced campaign results (goal - $1 million/attained $1.5 million); unveiled “visual” of donor wall, awards/recognition

Follow-up - story in bar journal• https://www.clemetrobar.org/uploadedFiles/CMBA_Site_Home/

News_and_Publications/CMBJ/Jul_Aug14_Bar_Journal.pdf

Celebration Reception

Top 6 Keys to Success

1. Staff buy-in and support

2. Heavy commitment by volunteer working group

Key - strong personal relationships to bar ambassadors

3. Impactful association/foundation programs

4. Current and Past Board involvement Opened many doors/made

many introductions

5. Good, continuously updated communication among staff and volunteer committee

6. Strong long-standing partnership between association and foundation

Campaign Timeline

•Appreciation Event – Public Announcement of Campaign ResultsMay 2014

•Endowment Campaign Raises $1.5 million – Donor Wall Cut-off DateApril 2014

•Endowment Campaign Raises $1 million – Commence Donor Wall PushJanuary 2014

•Cultivation EventOctober 2013

•Kick-off Public Reception – Unveil Video & Announce Matching Gift May 2013

•Endowment Campaign Raises $450k – 45% of GoalApril 2013

•Launch of Silent Phase of Endowment CampaignDecember 2012

•Endowment Reaches $1 millionNovember 2012