Bricks and Mortar - NOT! Big-Idea
Capital Campaigns That Are
Advancing Public Media
Layla George, Director of Development, Louisville Public Media
Julia Levy, Campaign Director, New York Public Radio
Kimberly Woodle, Director of Development and Corporate Support, WGCU
Public Media
August 12, 2016
Session #56
Campaign Overview
•
Louisville Public Media makes Louisville a better
place to live by educating, connecting, engaging,
entertaining and informing the community.
Layla George
Director of Development
[email protected]
Louisville Public Media is embarking on a
$7 million campaign to fund strategic
initiatives that will position it to serve the
community for years to come.
Campaign Overview
• Goal: $75 million
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•
•
•
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Timeline: 2-3 years
Current Status: Quiet Phase
Our Mission: To make the mind more curious,
the heart more open, and the spirit more joyful
through excellent audio programming that is
deeply rooted in New York.
Four Priority Funding Areas
•
WNYC Studios: $35 million
– Content Creation: Podcasts, Innovative
Projects, etc.
– Revolving Fund: $15 million
• Seed funding for new content creation
with future earnings returned to fund to
make creation of new content
self-sustainable
–
•
Four Priority Funding Areas
•
Digital Innovation: $15 million
– Offer audio anytime, anywhere to change
how audio is shared.
Four Priority Funding Areas
• WQXR: $15 million
– Reinvent the future of classical musical -how we listen and share.
• WNYC: New York’s Public Square: $10
million
– Invest in local news staff, coverage and
community programming for the future of the
newsroom.
Telling our Story
Campaign Overview
•
•
The mission of WGCU Public Media is to inspire, inform, educate, engage and entertain
through the power of public media.
WGCU Public Media is Southwest Florida’s source for PBS and NPR.
45 employees, 8 development staff, budget of $6.6M annually
12
WGCU in the community
WGCU TV
500,000+ viewers monthly
plus WGCU Encore and
WGCU World
WGCU / WMKO-FM
100,000+ weekly listeners
Expressions Magazine
15,000+ monthly readers
www.wgcu.org
90,000 monthly page views
* Data from the Media Audit
13
Fund our Future
•Major Gifts Initiative that launched 2014
•Goal: Raise $30M ($5M in capital, $25M in
endowments) by 2024
•First official ask in September 2015
Raised to date: $8,842,177 in cash and
planned gift commitments
Fund our Future Endowments
Multimedia Tech Fund ($2M)
Programming Partnership Fund ($10M)
Educational Engagement Fund ($6M)
The Future Fund ($6.5M unrestricted)
Fund our Future officially kicks off
16
“It is a heritage that we can leave to
our community that nothing else can
supply. Nothing else can supply ALL of
this – from the news to dance to music
from all over the world, from the best
plays to the best musicals.”
– Myra Janco Daniels
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Campaign Management
Campaign Management Checklist
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CCS Feasibility Study
Campaign Policies
Communication Materials:
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Case for Support, Branding, Letterhead, One Page Inserts, Template Proposals
Naming Opportunities
Campaign Chair and Committee
Gift Charts
Prospects
Volunteer Roles
Calendar
Campaign Management: Strategy
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Weekly:
○ 1 Internal Meeting with key staff
○ 1 External Meeting with volunteer leaders + frequent calls
Quarterly:
○ Campaign Committee Meetings
On Demand:
○ Pre-ask briefing and post-ask debrief
Content Discussed
○ Research Profiles and Strategy Documents* -worksheet templates
○ Talking Points and Roles at meeting
○ Top Prospects Status
○ Short and Long Term Strategy
Campaign Management: Macrolevel
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Set Timeline with Key Milestones
Create Gantt Chart
Set up Excel Pivot Tables
Define Metrics and Report
Track Key Information:
■ Workstream, Task, Owner, Status, Start and End Dates
Campaign Management: Microlevel
●
Microlevel:
○ Shared Calendar
○ Process for Note Taking with Next Steps
○ Team Member Roles -worksheet template
○ Setting up meetings
○ Tracking Information
■ CRM, Shared Drive, etc.
○ Daily Project Management Tools
■ Microsoft Project, Trello, Asana, Outlook,
etc.
Campaign Management
Campaign Management
External Counsel or Handle Internally?
Hiring of Major Gifts Officer
Development Director carries a portfolio of donors
Establishing a Steering Committee (Cabinet-esque)
--Monthly meetings during season
Secure additional leadership gifts
Strong reliance on planned gifts
Public effort, including on-air with $3M to go (not until
end of effort)
Campaign Management
Louisville Public Media
$7 Million Campaign Gift Chart and Strategy
Gift Amount
# Gifts
# Prospects Needed
Subtotal
Cumulative Total
% to Goal
Team Timeline Strategy
$ 1,000,000
2
6
$ 2,000,000
$
2,000,000
29%
$
500,000
2
6
$ 1,000,000
$
3,000,000
43%
$
250,000
4
12
$ 1,000,000
$
4,000,000
$
100,000
10
18
30
54
$ 1,000,000
$
5,000,000
Leadership Team
57% June-Dec 2013
71%
6 co-chairs, 10 calls
at $100k+ each,
meet monthly
$
50,000
18
54
$
900,000
$
5,900,000
84%
$
25,000
20
60
$
500,000
$
6,400,000
91%
$
10,000
25
81
75
243
$
250,000
$
6,650,000
95%
30 solicitors,
Steering
5-10 calls at $10k+
Committee
each, meet
Feb-Dec 2014
monthly
$
5,000
40
160
$
200,000
$
6,850,000
98%
$
1,000
75
$
75,000
$
6,925,000
99%
$
500
150
$
75,000
$
7,000,000
Public Phase
July-Dec 2014
On-air, online and
mail campaign
$500 and below
Total Gifts
Next Steps
May - Recruit Campaign co-chairs, finalize case and any materials needed
May - Training session & prospect rating/selection session
May - Co-chairs asked to be first to make a gift to the campaign
June - Start solicitations! Meet with co-chairs monthly
June - Board Campaign
Next February and March
Recruit Steering Committee
Conduct training and prospect selection with steering committee
Solicit steering committee
Next April
346
403
Calls Needed
Dec 2014 - Campaign Celebration!
May Calendar of Events
•6, Panel discussion with Matt Thompson, NPR’s Director of Vertical Initiatives (and Mischief) and Steve Drummond, Senior
National Editor, NPR News. Moderated by Todd Mundt at Muhammad Ali Center, 5 p.m. THIS WILL BE FANTASTIC!
•9, WFPK’s Live Lunch featuring Willie Watson
•14, WUOL’s Lunchtime Classics featuring Matt Lane, violin
•16, WFPK’s Live Lunch
•23, WFPK’s Live Lunch
•27, The Moth Story Slam at Headliners, topic is DERBY
•28, WUOL’s Lunchtime Classics featuring Gilbert and Sullivan Society
•28, WFPK Waterfront Wednesday held on the Big Four Lawn, this show will feature Spanish Gold, Broken Spurs and
hometown cult classic, Starbilly
•30, WFPK’s Live Lunch featuring 1200
Donovan Reynolds
Gifts/Pledges - No.
Gifts/Pledges - Cume Total
Appts Set
Pending
Refusal
No Action Yet
Total Prospects - No.
Total Prospects - Value
Prospect Name
8
$1,140,000
1
16
$4,720,000
Ask Amount
XXXXX
$500,000
XXXXX
XXXXX
$250,000
$100,000
XXXXX
$2,000,000
XXXXX
Campaign
Status
Gift/
Pledge
Notes or Next Steps
Event
$250,000
Touch
x
Hart-yes
KCIR, Hello, DR - yes
DR - yes
$250,000
Christy
KCIR, Hello, DR -yes, Meat - no
$500,000
$250,000would like an additional $500,000
Hart
x
XXXXX Fdtn
XXXXX Fdtn
$500,000
$500,000
$190,000would like additional $500,000
Hart-yes
DR - yes
XXXXX
$60,000
Hart
KCIR
XXXXX
XXXXX
$250,000
$60,000
Christy
Hart-no
KCIR, Hello, DR
KCIR, Hello, Meat - no
Total
$4,720,000
Set meeting with Gray
$40,000would like an additional $60,000
$100,000
$60,000complete
$1,140,000
Donovan Reynolds
Phase
EARLY
ACTIVE
COMMITTED
CLOSED
Identification
XXXXX
Raise Your Voice Campaign
Actions by Stage
Strategy Development
Cultivation
Ready to solicit
Under consideration
Verbal Commitment
Donor Reviewing Gift Letter
Gifts
Stewardship
Declined
TOTAL
Qualification
Strategy
0
1
1
2015 Asks
5
9
3
1
2
Cultivation
$250,000
Solicit
Consideration
Verbal Gift Letter
x
$250,000
x
XXXXX Fdtn
XXXXX
XXXXX
$140,000
$100,000
Gifts
x
$60,000
x
$250,000
XXXXX
$250,000
XXXXX
$100,000
XXXXX
$40,000
XXXXX
$15,000
XXXXX
$445,500
$490,000
0
1
1
1
0
1
NO
x
$790,000
XXXXX
TOTAL
Stewardship
$2,200,500
x
x
x
3
1
Louisville Public Media
REVISED $7 Million Campaign Gift Chart and Strategy
# Gifts
Needed
# Pipeline
Diff.
# Gifts Actual
$500,000
3
3
1
2
$1,235,500
$1,235,500
$264,500
$1,500,000
18%
$250,000
7
1
1
6
$1,715,642
$2,951,142
$284,358
$2,000,000
42%
$100,000
15
6
7
8
$904,309
$3,855,451
$595,691
$1,500,000
55%
25
10
$5,000,000
55%
$50,000
12
2
4
8
$485,930
$4,341,381
$114,070
$600,000
$25,000
25
8
11
14
$403,500
$4,744,881
$221,500
$625,000
68%
$10,000
25
2
0
25
$337,084
$5,081,965
-$87,084
$250,000
73%
$5,000
$2,500
$1,000
$500
87
50
30
150
100
24
20
14
38
26
63
30
16
112
74
$159,231
$47,165
$131,551
$38,360
$5,241,196
$5,288,361
$5,419,912
$5,458,272
$90,769
$27,835
$18,449
$11,640
$6,475,000
$250,000
$75,000
$150,000
$50,000
75%
76%
77%
78%
2105
$151,292
$5,609,563
$148,694
$175,000
80%
Gift Amount
$499 and below
16
2500
Total Gifts
2942
Subtotal
122
2400
Cumulative Total
needed
$3,855,451
Campaign Goal
$7,000,000
% to Goal
Recognition/Stewardship
Recognition Opportunities with WGCU
Other Creative Naming Opportunities:
Radio Reading Service Naming
PBS Kids 24/7 Channel Naming
Gulf Coast Live! Naming
All in perpetuity with $1.6-$2M gifts
Recognition Opportunities with FGCU
Recognition/Stewardship
Recognition/Stewardship
● Internship Fund
○ Identifying creative ways to give beyond
content - invest in talent with interns.
● Audio Tribute
○ Recording memories for pivotal Trustee.
● Content Sharing
○ Podcasts and Op-Eds
Engaging Board & Staff
OR
It’s so very easy and it feels so very good!
What is it?
• A very flexible idea that aids non-profit boards in clever ways to help raise funds – used
by non-profits around the country both within and outside of public media;
• Board members agree to either “get” or “give” a certain dollar amount to/for the
organization each year of their service;
• A way to ensure 100% participation by all Board members in the organization’s
fundraising efforts (Some amount of “give” should be in all give/get plans);
• An individualized (and in our case easy-to-achieve) plan for each member of the Board;
• A fun way for Board members to attend, plan, promote, participate in the
organization’s activities throughout the year;
• The plan helps formalize some of the fundraising expectations of Board members.
This is about the future
Get or Give is about the future of this WGCU Public Media
Advisory Board and sets the stage for future Boards.
More importantly we are asking that the PMAB look at this through a larger lens, particularly as
the idea relates to:
• Creating an engaging and involved culture within the PMAB
• Nurturing a PMAB that is both advisory and development-oriented
This is easy to do!
How it works
• Each Board member will be required to either “Give” (personal contributions) and/or “Get”
(secure gifts from others) for WGCU annually
• The program will be rolled out over a three year period for existing members ($3,000 in year
one; $5,000 in year two; $10,000 in year three and moving forward)
• The director of development and/or major gifts officer will work with each Board member to
develop their Get or Give plan for the year.
• Training (group and one-on-one) will be provided to help those who have never served in a
fundraising capacity
• The Get or Give concept becomes part of the PMAB by-laws and the expectation is shared
with all potential recruits to the Board
And it is really easy (and fun!) to do!
“GET” Options
Board member A gives $250 a year of her income to WGCU. That means she needs to “get” $2,750
for the station through other means. How can she do that?
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Donate an hour of her time during two radio drives during the year. Let’s say each hour of the two drives generates $1,000 for the
station. That means she’s raised $2,000 of her “get” through radio pledge. And probably had some fun in the process!
Encourage two friends to attend a $100 event offered by WGCU. That’s $200 towards her “get”. Even better – fill a table and that’s
$1,000 of her “get” )and she has nine friends who think she’s the best thing since sliced bread because our events are great)!
Make an introduction to a potential corporate sponsor. The dollar amount of their underwriting contract counts towards her “get”.
Make an introduction to a new member/major donor. The dollar amount of their annual gift and any additional gifts during the
year to WGCU counts towards her “get”.
Encourage a peer to make a planned gift commitment to WGCU. The estimated value of that pledge counts towards her “get”.
Volunteer to pitch during a TV pledge special. The amount of dollars raised each time the show airs counts towards her “get”. For
example, if she would have pitched Brit Floyd with us, she would have raised thousands of dollars, exceeding her first year’s “get”
requirement with a mere 60 minute time commitment.
Volunteer to chair/plan one of our annual fundraising events with Pam’s team. The total amount raised from the event counts
towards her “get”.
Volunteer to chair/plan/host one of our major donor events with our major gifts officer. Any gifts that comes as a result of that
event count towards her “get”.
What’s next?
• Agree to adopt the Get or Give plan and its three-year roll-out for current PMAB
members.
• Agree to meet with Kim (and/or our new MGO) in person or electronically to craft your
own Get or Give plan. Share your talent with us to craft your own Get or Give Plan.
• Celebrate our successes at each PMAB meeting going forward!
Engaging Staff and Board
Engaging Board & Staff
● Elevating senior leadership to play key roles
○ Example: Chief Digital Officer
● Assigning Prospects to Trustees
○ Example: Campaign Committee members
On-Air/Public Phase
Three weeks before we began our on-air campaign we:
•launched a campaign website
•dropped a beautiful print mailer to everyone in our database
•emailed everyone in our database
•began heavy messaging on-air
Key messages
•Goal is $350,000 – from as many people as
possible. Participation is the real goal.
•This is a campaign for the community and by the
community.
•This is an investment in the future of these
stations.
•This is different – not annual membership
support. It’s a one-time gift, one-time opportunity.
•Your capital Campaign gift is a special, long-term
investment in the preservation of one of our
community’s most essential cultural hubs.
With your campaign gift, you’ll have the opportunity
to tie yourself to WFPL in a way like never before.
We solicited Ari Shapiro, Terry Gross,
Diane Rehm, AAA musicians, and
hometown heroes to record brief
video testimonials supporting our
capital campaign. These were shared
widely on social media and via email.
We had 2,211 donations for a total of
$432,781
Average donation: $196
Median donation: $50
Average excluding $5,000+: $122
Phone calls: 795
Online donations: 1237
10% of donors had never given before
Takeaways:
Heavy messaging helped us hit the
ground running
Matching gifts were HUGE motivator
People want t-shirts & their name on
a wall
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Jake and Laura Campaign Spot
WUOL Kids Spot
Lessons Learned…
Louisville Public Media
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Be adaptable
One on one conversations more important
than printed materials
Ask for advice
Lessons Learned…
WGCU
Ask for advice and you get money. (We can’t say that enough)!
Secure leadership/leadership team commitment.
Board commitment is also essential or create go-around.
Use the press to your advantage.
Sometimes people who know people are as important as $ gifts.
If you can’t hire a consultant, hire a former one (or someone with
campaign-specific experience)
You are ALWAYS in a campaign.
Gain momentum and then GO!
Lessons Learned…
New York Public Radio
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Share Information with Colleagues and
Volunteers
Develop Internal Guidelines
Be Organized!
Project/Task Management Tool is key
Hiring a Consultant
Speaker Information
•
Layla George
Director of Development, Louisville Public
Media
502-814-6534, [email protected]
•
Julia Levy
Campaign Director, New York Public Radio
646-829-4061, [email protected]
•
Kimberly Woodle
Director of Development & Corporate Support
239-590-2345 [email protected]
Special thanks to our Platinum Sponsors: