+ Welcome Back Capital Campaigns!

TABS Boston

Marketing To Raise Money

December 2013

www.turnaroundmkt.com

“Americans donated an estimated $316.23 billion to charitable causes in 2012. Modest

gains in total contributions mirrored the nation’s recent economic trends.”

“Giving to education increased an estimated

7.0% between 2011 and 2012, to $41.33 billion.”

Source: Giving USA Foundation and Indiana University

“Most households feel pressured at every

economic corner, but the longstanding social contract between Americans and the

nonprofits they believe in remains resilient and intact; many see giving as a core budget

item. The amount devoted to that category might shift up or down with annual economic

realities, but it doesn’t go away.”

-— Gregg Carlson, Chair, The Giving Institute

2013: Mercersburg Academy Received $100 Million Gift

2009-2013: Kimball Union Academy raised $38 Million

15

High Net Worth Giving by Charitable Category Two charitable categories, education and basic needs, received donations from the highest percentage of high net worth households in 2011: 80 percent gave to education, while 79 percent gave to organizations providing basic needs. More high net worth households also gave to arts (68.8 percent), health (65.3 percent), and religious organizations (65.2 percent) than other charitable categories. Fewer high net worth households gave to international aid organizations (30.6 percent) or giving vehicles (19.1 percent). In 2011, high net worth households gave at statistically significantly lower rates to basic needs, health, religious, and combination organizations compared with 2009. FIGURE 3: HIGH NET WORTH HOUSEHOLDS REPORTING GIVING TO CHARITABLE CATEGORIES IN 2011^ (%) “In 2011, did you or your household make a donation to any of these causes? Please include personal gifts and gifts from your family foundation, donor-advised fund, trust or other charitable giving vehicle.”

^Combined organizations include United Way, United Jewish Appeal, and Catholic Charities. “Giving Vehicle” represents gifts to private foundations, charitable trusts, and donor-advised funds. *2009 and 2011 results are statistically different (2009 data not shown).

19.1

30.6

49.6

49.7

51.2

57.7

65.2

65.3

68.8

79.3

79.6

0 10 20 30 40 50 60 70 80 90

Giving Vehicle

International

Combination*

Environment/ Animal Care

Other

Youth/ Family Services

Religious*

Health*

Arts

Basic Needs*

Education

Begin with Brand

+ What is Brand?

Graphic Identity + Messaging

= Brand

Many schools seem the same from the outside.

+ Move beyond

the typical

“independent

school stuff”

1.  Tap into the human need to be part of something bigger than oneself

2.  Find your “North Stars”

3.  Ask your North Stars key questions

4.  Name what sets your school apart. (Make sure you have the proof to back it up.)

5.  Match your campaign’s approach and tone to your school’s culture

6.  Make your school’s story your campaign’s story

7.  Make your case tangible, doable, fun.

- Andrea Jarrell, Communications Strategist and Brand Storyteller

+ Questions to Ask North Stars

n  If this school didn’t exist, would it need to be founded today?

n  What are this school’s ambiguities?

n  Where does this school’s innovation lie?

n  How do you see this school as different from other schools, particularly competitors or schools with similar missions?

n  What impact can a head have on fundraising that others at a school can’t have?

n  If you could sit down with every prospective donor what would you say – what would you show them?

n  Everyone talks about transformation gifts. What kind of transformational gift would you like to see a donor fund at your school?

n  What do you want this campaign’s legacy to be?

Source: Andrea Jarrell

Determine Marketing

Strategy

Set Goals

+

It’s not only

about the

money

n Building/forging relationships

n Reconnecting

n Extending brand

n Increasing awareness of school

n Realizing outcomes

n Leaving legacy

+ The Challenge

of Intangibles

n Endowment n Financial Aid n Faculty Salaries

+

Charlotte

Preparatory

School Focused Goal

Build

Relationships

+

Friend Raise

First

n  Forge relationships

n  Build community

n  Generate Excitement

n  Re-establish mission and vision

n  Confirm choice of schools

n  Inspire higher level thinking

n  Establish place in history of school

n  Look to future

Inspiration

+

Penn Charter

Kick Off Party to Cement Bonds

Create Targeted

Approaches

+

Target Audiences

SILENT GENERATION Paper and Personal

BOOMERS Paper, Personal & Some Digital

GEN-X Personal and Digital

MILLENIALS Digital

By Age and Medium

+ Digital Critical

n Mobil Friendly (Responsive)

n Smartphones

n Tablets

n Campaign Microsites

n Social Media

n NEW: Crowdfunding

Must Haves in 2013

“Crowdfunding platforms make giving more immediate, direct, and personal for donors, who increasingly want to see the tangible impact of their gifts. Donors can choose

projects to support with an unprecedented level of specificity.”

-— Andrea Jarrell, CASE Currents June 2013

+ Mercersburg

Academy

Celebrates on

Vimeo 1,322 Plays After 2 Weeks

+ Mercersburg

Academy

Alumni

Facebook 86 Likes

What We’ve Done for Our Clients

CASE STUDY / WGN AMERICA.

THE COLUMBIA UNIVERSITY CHALLENGE Story was asked to help one of the world’s premier research institutions narrow a fundraising gap between it other top-tier schools by turning their donation drive into a large giving event.

THE STORY SOLUTION At its most basic level, Story’s strategy was to utilize the power of social media to spread exponentially the message of giving through Columbia, rather than merely to Columbia, and in the process “change lives that change the world” on a single Giving Day. To unify a fragmented Columbia community, we began by creating a content hub for Giving Day located on Columbia’s Alumni Facebook page, with seamless links to a donation site, Twitter feed, and YouTube channel with 24 short films. We then created a content calendar and publishing schedule across 19 different schools and programs that drove to the content hub (and trained the schools’ content managers on how to publish). This calendar sparked and then focused alumni/faculty excitement about the potential of the event by turning Giving Day into community-wide essential engagement.

Helping a university population RECOGNIZE THE VALUE OF GIVING

$6,855,000

500%

1,200,000

597,000

THE RESULTS5,356 donations, totaling over

Exceeded the university’s previous single-day giving record by

Unique visitors to the Columbia University Giving Day Facebook page in one week

Individuals receiving the Giving Day message on Twitter

Gifts from 39 DIFFERENT COUNTRIES and ALL 50 STATES

Provide

Information

+

Explain the

“not-so-

obvious”

n Capital vs. Annual

n Stats & Facts

n Sources of income

n Operational budget

n Financial Aid

n How money is raised

n From whom

n Size of gifts

n Objectives

n Outcomes

+ For more than a century, alumnae, parents, and friends have preserved Miss Hall’s School because what we do here matters. Although the School exercises tremendous financial discipline, undertakes an ambitious annual-giving cam-paign, generates income from campus rentals, and fills its classrooms and dor-mitories with exceptional girls, no amount of prudent financial management can compensate for the lack of endowed funds.

A healthy endowment provides an underpinning of financial support, enabling the School to be confident in implementing its long-term goals and to be vision-ary in fulfilling its mission. The Go Far, Go Together Campaign’s primary goal is to bring the School’s endowment to at least $20 million, allowing us to com-pete with other independent schools by ensuring that program support, finan-cial aid, and faculty salaries are secure for generations to come. The campaign will also support these expenses until the endowment reaches sufficient levels to generate ongoing funding. Finally, the campaign will enable the School to retire a significant portion of its debt.

Ultimately, the way we secure the future of the School is by shifting from a short-term model, overly dependent upon annual gifts, to a model that provides permanent support. Together, we can make that happen.

What is the Endowment?

The endowment is the sum of the School’s invested capital (cash and other assets), and the income from the principle is the primary source of operating revenue not provided by tuition. Unlike a checking account that can be drawn upon whenever needed, endowment funds are invested and a portion (about 5 percent annually) of the earnings are released each year to fund operations. The endowment is the School’s financial foundation—a stable, permanent source of funds that the School can depend upon in perpetuity.

The Miss Hall’s School endowment investments provide only 4 to 6 percent of the School’s annual revenue—far short of the 20 percent that is standard among independent schools. The modest endowment leaves Miss Hall’s overly depen-dent each year upon tuition and annual contributions—revenue sources that are potentially vulnerable to external events and economic fluctuations.

Securing the Future, Fulfilling the Mission, and Sustaining Excellence

Securing the Future

11

“Horizons is wonderful. The program could really open up a girl to a lifelong passion.”

—Current Parent

Miss Hall’s

School What is Endowment?

+

Pembroke Hill

School

PEMBROKEHILL

SCHOOL

____

12

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P!"#$%&! H'(( S)*%%( )%+,'+-!. to operate in the black, as it has for many years. Our financial resources are focused on students and instruction, rather than administrative staff. Compared to peer schools, Pembroke Hill has fewer administrators in all areas.

The school’s fundraising is sound, with parents, alumni, grandparents, and other friends of the

the school community have made provisions for Pembroke Hill in their estate plans as members of the Founder’s Circle.

Fiscally Sound and Stable

Jeannette terrell ��������ǯ ĊĆēēĊęęĊ��ĎĈčĔđĘ�ǯ�ĎĘ�ĉĊđĎČčęĊĉ to participate in the Centennial Campaign, since the school “has been a part of my life since graduation.” Many of her family

members attended Sunset Hill, Pem-Day, and Pembroke Hill, and she still sees classmates, who “continue to be close friends after all these years.”

She is thankful to Sunset Hill for what it provided during

the turbulent World War II years. She says the school offered a “helpful perspective during the war as it prepared girls for college.” Sunset Hill gave Jeannette and her peers an education that allowed them a “wide choice of competitive colleges nationally.”

Jeannette wants the students of today to have the same competitive edge. Her most recent commitment to the school is the latest of many she and her late husband, Miller ’29, have made. In addition to their financial support, Jeannette and Miller were volunteer leaders. President of their respective alumni associations, both were honored by the Alumni Association with the Distinguished Alumni Award.

$100

0

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ȍ���������������������Ȏ Data from respective school websites

Comparison Charts

+

Portsmouth

Abbey What kinds of gifts do you need?

+

Colorado Rocky

Mountain

School

Q. Why are we havinga Capital Campaign?A. !is campaign is the result of the strategic planning that took place in 2008. A signi"cant portion of that plan focused on completing the vision for the campus infrastructure as identi"ed in the Campus Master Plan created over a decade ago.

Q. How long willthis campaign last?A. !is campaign o#cially began in Fall 2010 and donor outreach is pro-jected to last three years.

Q. Who is being askedto support this campaign?A. !e entire CRMS community will be asked to participate in this campaign. Be-cause campaigns are conducted sequen-tially, some members of the CRMS family may not be contacted right away, but over the life of the campaign everyone will have an opportunity to be a part of this important event in the school’s history. Making CRMS a philanthropic priority will ensure the success of the campaign.

Q. Why should I invest in CRMS? My children are no longer there.A. Everything we enjoy at CRMS is the result of generous gi$s from those who came before us; as they provided for us and our children or grandchildren, it is now our responsibility to provide for those who will follow. Your belief in CRMS’s mission was in part what led you to choose the school for your children. You now have the opportunity to reinforce that choice with a gi$ that re%ects your continuing commitment to the goals and values that a CRMS education represents. A gi$ to this cam-paign will ensure CRMS’s strength and success in the future.

Q. Can I make my giftover multiple years?A. Pledges and payments to the cam-paign may be made over a three- to "ve-year period.

Q. How will this campaigna!ect the Annual Fund?A. Even during the Capital Campaign, the school’s annual operating expenses will continue to require the support of the Annual Fund. Because tuition covers only 70% of the actual cost of a child’s education, the Annual Fund is vitally important to the life of the school. !at is why as we seek support from our closest friends and all members of the CRMS community, we will ask everyone to continue to support the Annual Fund over the course of the campaign.

Questions + Answers

FAQs

+

Culver

Academies Donor Bill of Rights

+

Germantown

Friends

School

No.

Financial aid is the “sustainability” issue for all independent schools today. Only 4 % of the nation can afford private education anymore Majority of students in need. Well-endowed independent schools have: -- eliminated tuition for low-income families increased financial aid by as much as 50% -- created scholarship funds specifically for middle-income. Build a strong financial aid endowment in this campaign. Will immediately help today’s families -- many paying full lower school tuition but can’t afford increases as children progress through the program. -- can’t afford to send more than one child to GFS. Endowment: long-term financial engine for excellence and access.

4 Access and Affordability Financial Aid Endownment

In-depth information

+

McDonogh

School

n  http://www.youtube.com/watch?v=2JHOp0GcP3A

Campaign Histories

Tap Into

Movitation

Present donors with an opportunity to realize their own,

perhaps unformulated, "desire to contribute "

to the welfare of their community and to associated causes.

—Tony Poderis, raisefunds.com

“Every time someone donates to a good cause,

they're buying a STORY, a story that's worth more

than the amount they donated...

For many, it's the story of what it means to be part

of a community. The fundraiser, then, isn't taking,

she's giving. She's giving someone the chance to

buy a story that's worth far more than it costs.”

—Seth Godin

+ Motivators

n  Profiles of donors

and their motivation

n  Quotes on need/impact

n  Faculty & administration

n  Board members

n  Students

n  Alumnae/i

n  Photography

n  Charts and graphs

n  Comparison to peer schools

n  Comparison to national norms

n  Growth over decades

n  Historic timeline

n  Outside sources

n  Experts

n  National Associations

n  Accreditation

Multifaceted for Maximum Impact

+

The Fenn

School Boys at the Heart: The Campaign for Fenn is your opportunity to truly make a difference in the lives of boys today—and for generations to come. Your capital and annual gifts during the Campaign period will have a lasting impact on every area of life at Fenn: Reshaping our campus while maintaining its distinctive warmth, scale, and character. Providing new resources for learning and teaching. Strengthening our academic program. Enhancing our community through ongoing investment in our community of teachers and students.

By late 2010, fueled by excitement generated by an unprecedented $5 million matching challenge gift, we had raised more than two-thirds of our $25 million goal in support of the largest and most comprehensive campaign in Fenn’s history. But much remains to be accomplished, and there are many exciting opportunities for you to participate in helping us to achieve Fenn’s vision for boys.

CAMPAIGN OVERVIEW

This vision will be accomplished thanks to you.

Make a Difference

+

Mercersburg

Academy Impact

Execute

Ideas

+

Quiet

Phase

n Manual n Stats n Facts n Charts n Graphs n FAQs

n Solicitor sheets n Objectives brochures

n Leave behind n Videos

Tools for talking

+

Public

Phase

n Videos

n Case Statement

n Mini Case

n eNews/updates

n Microsite

n Magazine

n Social Media

n Crowdfunding

Tools for motivating

+ n Chair and Head of School Letters n Campaign committee list n Brief history n Success thus far n Aspirations n Needs n Due diligence n Campaign goals n Objectives n Levels of giving n Named giving opportunities n Ways to give

Content

Public

Phase

+

The Lovett

School Case Statement

Give Updates &

Acknowledgements

+

Shipley

School Updates

PERIODIC TABLE OF GRATITUDE AnonymousRobert

Anderson Family

Suzanne and Randy Babbush

Marsha and Ron Beard

Kelly and Randy

Heyler

The Bolen Family

Kimberly and Alan Bick

The Hoffman Family

Sarika and Neil Madhav

Dr. and Mrs. Michael Sigband

Steve Burke Foundation

Paul Kim

Dandy O’Shea

and Patrick McCalla

The Strauss Family

Bill Witte and Keiko Sakamoto

H

The Chiboucas

Family

Mr. and Mrs. Ardean Ladd

Nadelman Family

The Thorp Family

John Gregg

Sylvia Parkand James J. Lee, MD

Rita Rank

Shahla Rah

Alex and Zachary Parker

Sakura and William

Wang

!

Nancy Fries

Rebecca and John

Dewey

Lisa andSteve Briggs

Saltanat Kamaliyeva and Eduard

Kim

Christy andLou Marlin

The Staal Family

The Williamson

Family

C.W. Driver

Arthur Kish

Semira and Mark

Moshayedi

Urvashiand

Tushar Patel/Tarsadia

Foundation

Youhana Family N

The Goul Family

Dr. Arthur Lander

Douglas C. Neff

Alma Adilagic-Torlic

andEnes Torlic

O

Donna Foulger

Sohee Ham and

Hwanik Choi

Todd Haney

Jing Zhu and

Guihai Li

Rockand-Sock’em Marketing

Dr. James Weatherall

Christina and Steve Gerschultz

Diane and Jim Geocaris

The Dull-Shieldkret

Family

Rick andShannon

Lowe

Kristin and Toyozo

ShimanoPaul Ruig

Argyros Family

Foundation

Michael Bear‘09

Barbara andBob Benner

Kylie Schuyler

and Douglas Hodge

The Boulos Family

Lisa Johnson

Dr. Michelle Thai andDr. David

Mai

Ellen and Greg Solaas

Westling Associates

Janet and Thomas

Burns

Cody andJoseph King

Gordon and Anne Marie

McNeill

Helen and Jonathan Min

Dr. Chao H. Sun and

Dr. Stephanie W. Wang

Anu andMihir Worah A

Haejin andYung Cho

Drs. Cynthia and Steve LaMotte

Rosemary Healy and Thomas

Noto

Rhonda and Anthony Nobles

Shelley Thunen

Y

John Hagestad

Cheryl and James

Lewis

Don and Jennifer Robert

Rosemary and Larry

Ward

Fudge Family

Dr. Peter Donovan

Lisa andRay Bukaty

Kenneth and Johanna

Kim

Barbara and David Masarik

Maxine andJohn

Stomber

Chana and Steven

Wise

T

RyanCasserly

‘05

Leigh Donaldson

Carman and

Chris Carman

Susan andDavid Knox

Mariellen and Mark Murray

Dr. and Mrs. Athanasios Theologides

K

The Green Family

The Grammer

Family

Dr. Juan Francisco and Joanne Lara

Ginger Sun and

Arthur Ong

Ueberroth Family

Foundation

U

Tracy and Steve Friedmann

Henry and

Lillian Chung

Steinberg Architects

JoelLipman

Mary Roosevelt

Janet S. Hadley andH. Lawrence

Webb

The Gordon Foundation

The Ellingson Family

Jean Kawahara and Dean Dunlavey

Jamie andStephen MacLeod

Alexandra and David Lubowe

Eileen and Kat

Shitanishi

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