25 Years…2,500 Major Donor Visits€¦ · YMCA Image, Strengths & Challenges 7 • Over Two...

25 Years…2,500 Major Donor VisitsLessons Learned from a Quarter Century of YMCA Fundraising

Michigan YMCA Leaders ConferenceNovember 1, 2019

John Biggins, President - ACB

© American City Bureau 2018

ACB Highlights

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• Celebrating 106 Years of Service Over 1,000 services and $1 billion raised for our YMCA clients Serving 26 YMCAs since 2018

• Services Feasibility Studies and Capital Campaigns Wealth Screening Analytics Market Studies/Analytics Community Needs Assessments New Markets Tax Credits Strategic Planning, Planned Giving, Annual Campaigns & Grants Contemporary Multi-Channel Communications

Targeted internet ads, geo-targeting, text-to-give and email campaigns White Board Animation, Video Solicitations and Video Surveys

• John Biggins, President 25-year career with ACB Served over 100 Capital Campaigns/70 Campaigns for YMCAs

© American City Bureau 2018 3

Current/Recent ExperienceJackson YMCA, Jackson, MINiles-Buchanan YMCA, Niles, MINorthern Lights YMCA, Escanaba, MIStorer Camps, Jackson, MIYMCA of Greater Flint, MIYMCA of Greater Toledo, OHBeatrice Family YMCA, Beatrice, NECedar Rapids YMCA, Cedar Rapids, IACallaway County YMCA, Fulton, MODecatur County YMCA, Decatur, INEdwardsville YMCA, Edwardsville, IL Garden City YMCA, Garden City, KSGreater Peoria Family YMCA, Peoria, ILHannibal YMCA, Hannibal, MOJefferson City YMCA, Jefferson City, MOJoplin Family YMCA, Joplin, MOJ.W. Johnson Memorial YMCA, Vicksburg, MSKishwaukee Family YMCA, DeKalb, ILKearney YMCA, Kearney, NELincoln YMCA, Lincoln, ILMarshall Area YMCA, Marshall, MNMercer County YMCA, Aledo, ILMexico Area Family YMCA, Mexico, MOMiami County YMCA, Piqua, OHOttawa Family YMCA, Ottawa, ILOzark Regional YMCA, Springfield, MO

Pav YMCA, Berwyn, ILPawtucket YMCA, Pawtucket, MDRandolph Area YMCA, Moberly, MOSidney-Shelby YMCA, Sidney, OHSt. Joseph Family YMCA, St. Joseph, MOSt. Petersburg YMCA, St. Petersburg, FLSouthern Boone YMCA, Ashland, MOSpencer Family YMCA, Spencer, IASterling-Rock Falls YMCA, Sterling, ILTampa Metropolitan YMCA, Tampa, FLWatertown Area YMCA, Watertown, WIYMCA Camp Widjiwagan, Ely, MNYMCA Camp St. Croix, Hudson, WIYMCA of Austin, MNYMCA of Calhoun County, Anniston, ALYMCA of Collier County, Naples, FLYMCA of Dodge Co., Beaver Dam, WIYMCA of Greater Des Moines, IAYMCA of the Fox Cities, Appleton, WIYMCA of Hannibal, Hannibal, MO YMCA of Kankakee, Kankakee, ILYMCA of Marshall, MNYMCA of Red Oak, IAYMCA of Springfield, ILYMCA of South Alabama, Mobile, ALYMCA of SE Missouri, Sikeston, MOYMCA of Southwest Illinois, Belleville, ILYMCA of the Okabojis, Spirit Lake, IAYMCA of Washington County, IA

Philosophies Developed Over 25 Years

© American City Bureau 2017 5

ACB Core PhilosophiesCase for Support

Only a compelling case for support will drive prospects of all types to stretch

their giving capabilities. The case must connect a donor’s financial capacity to

their personal philanthropic goals.

Organization CapacityThe organization must have the internal capacity and resources (e.g. IT, financial,

human, time, training) to support its fundraising efforts led by a Board of Directors

who demonstrate the worthiness of the cause and lend credence to the case.

Equal GenerosityEqual gifts have never been a “giving

standard” in philanthropy. EQUAL GENEROSITY, based on capability, not

EQUAL GIFTS, represents a giving standard whereby all contributions

become equally important.

Volunteer LeadershipSuccessful campaigns are volunteer-

driven. Achieving the goal depends on recruiting influential volunteers and

matching them with the right prospects for the rights “asks.” 100% Board

participation is also the goal.

RelationshipsStrong, meaningful relationships between the organization's volunteers and donors

pave the wave to successful solicitations that ensure long-term philanthropic

sustainability.

Trends Over 25 Years


YMCA Image, Strengths & Challenges

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• Over Two Decades of ACB Feasibility Studies & major donor visits

2,500 major donor participants

Perceived giving capacity greater than $50,000+

$500+ million in capital campaigns

States represented:

Alabama, Connecticut, Delaware, Florida, Illinois, Indiana,

Iowa, Kansas, Michigan, Minnesota, Mississippi, Missouri,

Nebraska, New York, North Dakota, Ohio & Wisconsin


ImageHow is the image of YMCA in the community?

50.25%

36.71%

8.49%

1.01% 3.54%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Very Good Good Fair Poor DNK


YMCA Image Major Themes

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#1: Community asset/well respected

#2: Image is almost universally tied to the condition of the facility and its location

#3: Underappreciated/lack of understanding of the Y mission

• “Nothing negative”

• Gym & swim


YMCA Strengths Major Themes

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#1: Youth Programs

#2: Respected CEO

#3: Broad Based Community Impact

#4: For Families

#5: Childcare

#6: Collaborations


YMCA Challenges Major Themes

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#1: Fundraising/Raising the Goal

#2: Condition of Facility

#3: Marketing the Y; Telling its Story

#4: Keeping Programs Relevant and Impactful

#5: Duplication of Services

#6: Competition from Fitness Centers

Lesson 1:

All Fundraising Is Interconnected


Donor Pyramid

Dollar PyramidDeferred Donors

Capital Donors

Major Donors

Annual Donors

Deferred Donors

Capital Donors

Major Donors

Annual Donors


Cygnus Study on YMCA Annual FundKey Observations & Findings

• Insufficient targeted communication about Y fundraising objectives and its impact on the community (before and after)

• Lack of understanding about the Y’s use and need for philanthropic contributions

• Strong trust and belief, but lack of knowledge

• Dissatisfaction with impact and achievements info

• Lapsed donors would renew with more information on impact

Lesson 2:

Importance of Training


Cygnus Study on YMCA Annual FundKey Observations & Findings

• The highly personal approach to solicit contributions is very successful at leveraging the connection between constituents, however, it usually means the donor is not primarily oriented toward the Y’s philanthropic objectives when making a gift.


Training

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• Sharing Your Personal Y Story

• Wealthy Volunteers Want It

Lesson 3:Expanding Social Responsibility


Social Determinants that Impact Health and Wellbeing

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YMCA of Greater Toledo

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Lesson 4:ROI & Fundraising


Measuring Impact – Data Driven World

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• More than just.. Participation numbers Waitlists

• Quantifying Impact: Disease Maintenance/Prevention Weight loss figures Education scores/improvement If you can measure it… then measure it

• Collaboration

Lesson 5:Importance of Collaboration –Especially the Healthcare Partner


Potential ProgramsA better solution… different delivery model… tie gaps in healthcare services

Women’s healthWater-based therapy and programsWorkplace wellness-occupational healthOrthopedic servicesMental healthSubstance abuse/tobaccoWalk-in clinic/consultation roomStaff member/referral provider to schedule appointmentsInsurance counselor onsiteNutritionist or dietitian health kitchenSmoothie barShop for hospital branded supplementsWalk in consultation for people willing to pay retail for health services

Physical therapy-rehabilitationFamily practiceSports medicine & performanceWeight loss and nutrition educationYouth/family health/obesityDiabetes – prevention and exerciseDelay the Disease (Parkinson’s)Arthritis water exercisePain managementFall preventionHealth coachingCancer survivorshipCardiac rehabStroke recoveryDiagnostic servicesPharmaceutical services

One Example of Impact:

Lesson 6:Avoiding Transactional Fundraising

One Way vs. Two Way Dialogue

Crowdfunding

Voice Mail

Media TV

Direct Mail

Special Events

Phone

One Way Communication Two Way Dialog

Email

Text

Social Media

Family Appeals

Face to Face

Board Appeals

Digital

One Way vs. Two Way Dialogue


Avoiding Transactional Relationships

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• Volunteer & Donor Involvement to Solve Issues (Positive and Challenging)

• May I Ask Your Advice

Lesson 7:Thank You & Follow-Up

Donation made 7/25

No Personalization

The Donor is female.

Scanned Signature

May have been nice to be thanked by the “Director”

Envelope Postmarked 9/5

Letter Received 9/11

The words “thank you” do not appear anywhere in this letter


Thanking Donors

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• Never Can Thank Donors Enough

• Change Your Letters!

• Recognition

25 Years…2,500 Major Donor VisitsLessons Learned from a Quarter Century of YMCA Fundraising

Michigan YMCA Leaders ConferenceNovember 1, 2019

John Biggins, President - ACB

25 Years…2,500 Major Donor Visits€¦ · YMCA Image, Strengths & Challenges 7 • Over Two...

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