1. Market/Planning Study Results, Capital Campaign Recommendations Marketing & Development Committee, May 20, 2010

2. Why Conduct a Study? Gauge current perceptions of prospective donors and other important “players” Determine if your community understands the importance of the proposed projects Assess readiness for the campaign, the amount that might be raised and the time required “Light a fire” under prospective donors Evaluatestaff and volunteer capacity to mount a successful campaign successfully

3. Advantages of a study Proper preparedness = better volunteers and larger lead gifts and, ultimately, more money Set the highest feasible goal and develop the best strategies to achieve that goal Lower risk of missing a campaign goal and ending a campaign with frustrated board members and donors Identify potential pitfalls before launching Unsuccessful campaigns were typically launched without a proper feasibility/planning study: 92% success rate for campaigns preceded by feasibility/planning studies

4. Possible Outcomes Proceed with the capital campaign at the proposed dollar level ($1,725,000) Proceed, but at a lower dollar level than originally proposed Postpone the campaign until the organization has addressed certain important issues

5. Review of Timeline Fall/Winter ‘09: Committee & staff discussions about fund & friend raising strategy, capital campaign Jan ‘10: Presented plans for study at board meeting Feb/Mar ‘10: Research and study prep Apr/May ‘10: Conduct study, compile results May ‘10: Present results at board meeting

6. Hind Sight Always 20/20! Survey distribution Communication plan

7. Cost Depends on level and complexity $15-50,000 or more 3 to 6 months or more to complete One estimate: $35-50,000 based on survey* Upfront cost = investment to save money and avoid embarrassment; optimize subsequent investment Our cost: $ *"Capital Campaigns: Constructing a Successful Fundraising Drive", National Center for Nonprofit Boards, (2001), Edward Schumacher

8. Data vs. Intuition Like benchmarks, data can confirm intuition or provide counterintuitive outcomes More is less Accurate, retrievable data is key—without it cultivation is a huge challenge Each supports the other

9. Ondessonk Planning Study Researched consultants Checked with the Diocese Hired Jim Edgar Developed surveys Completed 18/29 personal interviews Received 98/304 paper surveys (mail) Compiled and analyzed the results

10. What Did We Learn? A LOT! Overall attitude is good, but more communication is required Tell the story of Camp *today* Strongest and weakest features were not a big surprise

11. What Did We Learn?

12. What Did We Learn?

13. What Did We Learn? 11 out of 18 interviewees did not believe (7) or did not know (4) whether our gift pyramid was achievable 50% of interviewees, 54% of survey respondents believed the economy is currently affecting their personal gift decisions

14. What Did We Learn? 7 out of 18 interviewees ranked us as below #3 among their philanthropic interests (38%) 65 out of 83 survey respondents ranked us in top 3 among their philanthropic interests (78%) 30 out of 83 mailed surveys ranked us #1 (36%)

15. What Are We Going to Do? Marketing and building relationships is a significant opportunity for growth We need to do a much better job of communicating with donors, cultivating relationships We could raise $750,000 - $1,250,000 But not for 12-18 months The donors are interested, but not ready to dive in

16. The Projects Build new bathhouses (1) Install new water, phone & sewer lines (2) Retire our debt (4) Upgrade technology (7) Restore areas of Lake Echon (3) Build the bridge (5) Resurface roads and parking lot (8) Build/upgrade staff housing (6) Upgrade sheds (9) Left rank: interviews; right rank: surveys

17. What’s Next? Comb through the results and create a comprehensive communication and cultivation plan Ramp up communication plan to donors Spend the next 12 months cultivating (involving Board members) Then follow up with questions to a few key prospects Reevaluate launching capital campaign

18. Reputation Management is… Building authentictrust between your organization and the people that matter most to you.

19. Value of Reputation

20. Today’s Relationship Drivers Satisfaction with experiences Consistency Trust Commitment (personal) Transparency (honesty) Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com