Integrated Development Plan
2010 – 2012
Prepared March 1, 2010
by Bruce M. Lawrence Jr.
(edited by Valerie Reuther and Ann Timberlake)
Last updated on April 22, 2010
This plan has been reviewed and approved by the CVSC Development Committee
Ms. Lee Manigault, Board Development Chair
Date
Mr. Bruce Lawrence, Jr., Development Director
Date
CVSC Development Plan
Page 2
CVSC Mission Statement
The mission of the Conservation Voters of South Carolina is to preserve and enhance the quality of
life of all South Carolinians by making conservation and environmental protection top priorities
with South Carolina’s elected officials, political candidates and voters. CVSC is the non-partisan,
non-profit political arm of South Carolina’s conservation community.
CVSC Vision
By 2020, Conservation Voters of South Carolina is a vibrant and powerful organization that
occupies two essential roles in the state’s conservation movement. First, the Conservation Voters
Education Fund facilitates a robust and visionary Common Agenda process, thereby expanding the
depth and reach of South Carolina’s conservation community. Second, Conservation Voters plays
an unparalleled role in state and county elections, transforming the political landscape in order to
secure a clean, healthy future for South Carolina.
Conservation Voters is truly a statewide organization with members living in every legislative
district of the state. The office is adequately staffed and funded and salaries and benefits are
competitive and service on the Board is prestigious. Both organizations use the most advanced
online organizing and fundraising tools to build capacity and influence. They have routine and
sustainable fund raising plans and sufficient reserve funds. The annual “Green Tie Luncheon” is the
state’s premier event for recognizing conservation leadership and it is sponsored by a growing
number of green businesses. The CVSC PAC contributes to pro-conservation candidates and
conducts well-funded independent expenditure campaigns in strategic races.
CVSC Values
Conservation Voters efficiently and effectively uses resources and funding by operating in a
lean and green manner.
The Integrated Development Plan: Criteria for Success
The CVSC Integrated Development Plan is designed to realize CVSC’s mission and vision
through an integrated and strategic cultivation of diversified and sustainable revenue
streams. The overarching development goal is to ensure that CVSC has the financial
resources to educate about and advocate for a clean and healthy environment, hold elected
leaders accountable and help elect pro conservation candidates.
This document outlines key goals, strategic objectives and measures of success for the
achievement of that goal. Successful implementation of the plan depends upon three
commitments:
 The CVSC Board of Directors and Staff must be actively engaged and committed to the
strategic objectives;
 CVSC’s Development Operations must be adequately staffed and focused on the
strategic objectives with agreed on and measurable outcomes;
 The infrastructure upon which the plan depends must be reliable, consistent, accurate
and subject to continuous reevaluation.
CVSC Development Plan
Page 3
Overall Goals for Development Plan
CVSC/CVSCEF goals are to raise $1,900,000* by the end of 2012:
*This represents a 79% increase over 2009 income of $418,000.
 2010: $525,000 ($210,000 c4, $70,000 PAC, $245,000 c3)
 2011: $625,000 ($250,000 c4, $50,000 PAC, $325,000 c3)
 2012: $750,000 ($300,000 c4, $100,000 PAC, $350,000 c3)
CVSC Fundraising Plan Projections
Source
Total
Board
Major
Member
Grants
GTL
Pro Fees
C4
2010
PAC
C3
C4
2011
PAC
C3
C4
2012
PAC
C3
210,000
70,000
245,000
250,000
50,000
325,000
300,000
100,000
350,000
40,000
20,000
40,000
45,000
15,000
45,000
50,000
25,000
50,000
60,000
40,000
50,000
70,000
26,500
80,000
75,000
60,000
75,000
45,000
3,000
0
70,000
5,000
0
95,000
8,000
0
20,000
7,000
140,000
15,000
3,500
180,000
25,000
7,000
200,000
45,000
0
0
50,000
0
0
55,000
0
0
0
15,000
0
20,000
0
25,000
What will we do with this money?
We pass good laws to protect our environment and we elect the right people so we can pass
these laws.
Why do donors give to us?
CVSC donors have a sophisticated sense about the relationship between political leadership
and environmental protection. They have a commitment to protecting the environment of
South Carolina and understand the need for strong political leaders and strong laws.
Individuals contribute because they trust us, they see results and they feel good about
helping make conservation values priorities for elected leaders.
CVSC Development Plan
Page 4
What case can we make for needing more money?
We need to ask donors to make three year pledges to grow the capacity of CVSC/CVSCEF to
create a more sustainable and powerful force for environmental advocacy and
accountability. Phoning and visit scripts will be modified annually or as necessary.
Overall Pitch: By 2012, we want to have a conservation majority in the house and senate
and a pro-environmental governor. To meet these goals, we must start with the elections of
2010, and then develop and move an aggressive pro-conservation agenda beginning in 2011.
2010: The 2010 elections are the first openly contested gubernatorial primaries since
1994. The launching of our www.scgreengov.com campaign offers opportunities to further
engage politically minded donors and supporters and increase the profile of CVSC as a
major player in the electoral process. All House seats are on the ballot affording
opportunities to elect the 6-10 more pro-conservation House members that we need for a
majority – however, our greatest goal is to elect 2-3 new conservation leaders in the House.
2011: The unveiling of a new 10 year vision for the Common Agenda will offers
opportunities to elevate conservation priorities and outreach to broader constituencies.
The adoption of a candidate recruitment program will allow CVSC to recruit viable
candidates to run in strategic districts. Membership development in every legislative
district of the state will give us more influence at the State House and the SCGreenGov site
will be transformed into an accountability tool for the Executive Branch.
2012: CVSC turns 10 in 2012 and the 2012 House and Senate elections will be the final test
for achieving a true green majority. We need 4-6 more pro-conservation Senators and in
both chambers, more willingness to lead on tough issues. The publication of our first
Executive Report Card will increase our accountability profile.
What additional capacity do we need to achieve our goals?
1. Add administrative staff position mid-year 2010 to relieve Debbie of bookkeeping
and office management responsibilities and Bruce of database entry and
membership renewal duties. This position could be a 4-day or 30 hr/week job.
2. Add a Deputy/Political Director by 2011 to manage political accountability and
electoral programs and assist with major donor and foundation fund raising.
3. Contract strategically for part-time labor for political work, membership
development and technology. Update website and move it to more user friendly host
4. Upgrade office equipment (new computers & better phone system), acquire new
software for data management, improve computer-networking capabilities and
expand office space to include the third room in the Whaley suite.
5. Create new, printed materials to convey a compelling case for giving and use
consistent messaging in all mediums to support this case.
6. Build reserve fund of $175,000 by 2012, sufficient to cover at least 3 months of
operating costs to provide added security and continuity for the organization.
CVSC Development Plan
Page 5
Board Giving
Annual Development Goals:
 2010: $100,000 ($40,000 c4; $20,000 PAC; $40,000 c3)
 2011: $105,000 ($45,000 c4; $15,000 PAC; $45,000 c3)
 2012: $125,000 ($50,000 c4; $25,000 PAC; $50,000 c3)
The CVSC Board is generous and committed to the mission. They take their jobs seriously
and are willing to help with fundraising and make significant gifts. Board giving in 2009
totaled $67,000 or 16% of total income. Board members have set ambitious growth goals
for the organization and for themselves. The 2012 Board giving goal is $125,000 (16%).
At the beginning of the year, the Development Committee Chair and the Board Chair
communicate with individual Board members about their personal financial commitments
for the year and work with each to develop a completed Board Commitment form. Board
members are offered a variety of ways in which to work with staff to cultivate new
members and donors, including authoring letters to friends, hosting house parties and
accompanying staff on donor visits. Board members are also asked to chair the Green Tie
Committee and the PAC Leadership Council.
Board members are encouraged to co-host house parties and each event should have at
least one Board member who takes the lead responsibility to work with staff, coordinate
with other area hosts and establish realistic goals for the event. We will aim to have at
least two Board sponsored functions each year.
Major Donors (over $250.00 annually)
Annual Development Goals:
 2010: $150,000 ($60,000 c4, $40,000 PAC, $50,000 c3)
 2011: $176,500 ($70,000 c4, $26,500 PAC, $80,000 c3)
 2012: $210,000 ($75,000 c4, $60,000 PAC, $75,000 c3)
For the size of the donor base, CVSC has a large number of major donors at a variety of
levels, but the levels of giving need to be increased so that top donations increase from
$15,000 to $25,000-$50,000. Major donors have mostly been generated by personal
contacts from the board and staff. The most time tested way to increase major donor
giving is to expand the circle of giving by asking current donors to provide prospect names
and open doors for CVSC.
The Development Director will develop a cultivation plan for every major donor ($1,000+)
that ensures regular (2-4 times per year) personal contacts from both staff and board
members including phone calls, personal notes or inclusion in special conference calls or
house parties.
CVSC Development Plan
Page 6
In addition, each year we will conduct three structured major donor visit campaigns:
(1) The March campaign will be staff driven but Board members are invited to join when
possible. The main focus will be on Joint Donor Solicitation & Renewal Visits with LCV staff
and/or PAC solicitations. The joint major donor cultivation program is ideal for donors
who have untapped capacity and who either care about national issues that are a priority
for LCV or about national politics. We have an opportunity to cultivate Republican donors
in 2010 because of our work in support of Sen. Graham. Prospects include known political
donors, current CVSC or LCV donors, and other environmental donors. We aim to visit 15
to 20 donors and raise $25,000 for CVSC.
(2) The June campaign will focus on Green Tie sponsorship & PAC Leadership Council
prospects. We will also consult with endorsed candidates or legislative leaders and
schedule visits with likely PAC donors as a follow-up to the mailed PAC appeal that goes out
in June. We will identify 50 hot prospects and schedule personal meetings with at least 15
ANCHOR donors to ask for money and review a suspect list of other likely donors. We aim
to visit at least 15-20 donors and raise $20,000 for CVSC and CVSC PAC combined.
(3) The October campaign will be structured more formally and led by the Board with
goals, kick off and conclusion. Prospects will include Board contacts and new donors of
$100 or more without any known relationship to the organization as these individuals are
likely to give 10 times more when visited. Also, we will renew all remaining major donors
and identify 5 c4 Donors with Family Foundations and ask them for an additional c3 gift.
We know that we raise more money when Board members are present to make ‘the ask’ so
we aim to have teams of Board members making visits assisted by CVSC staff members.
The Development Director will conduct pre-visit research, update suspect lists, provide
information materials, schedule appointments when appropriate and coordinate any
necessary follow-up. We aim to raise at least $25,000 through this Board driven campaign.
Membership
Annual Development Goals:
 2010: $48,000 ($45,000 c4 & $3,000 PAC)
 2011: $75,000 ($70,000 c4 & $5,000 PAC)
 2012: $103,000 ($95,000 c4 & $8,000 PAC)
CVSC’s membership is small but has been growing annually to 450. This growth is not
atypical for an organization of our age and character. With over 400 lapsed donors, CVSC
has nearly as many lapsed members as the 450 who gave over the last 18 months. While
decreasing direct mail return rates and a struggling economy make member recruitment
challenging, CVSC needs to invest and commit to growing its low donor base, defined as
donors giving less than $250. In addition, we need to value and engage activists and social
networkers whether or not they opt to become donors.
All new members will receive a welcome packet from CVSC and will immediately be
entered into our database to receive the newsletter and e-blasts. Membership renewal
CVSC Development Plan
Page 7
letters will be sent 30 days prior to their last membership gift. After 30 days a follow-up
note and email will be sent, followed by a final renewal notice 30 days later.
Membership acquisition will primarily be conducted year-round through events, mailings
and regular e-blasts. In addition to an annual mailed ‘end of the year’ appeal, there will be
three membership phone drives planned for February, June and November utilizing staff,
Board and volunteers:
(1) The February drive will follow a January mailing to upgrade current members and
attract new activists members. It will feature a series of email and mail pieces with
follow-up phone calls. It will seek to move current donors to monthly donors and
acquire new young professional and political members
(2) In June we will use a ‘match’ drive to upgrade current members to monthly donors.
We will target donors who give around $100 annually and/or who more than once
throughout the year and seek to turn 5-7% of our donor base into monthly donors.
This drive may focus on following up to a June PAC appeal and may involve a
competition amongst staff members.
(3) The October/November renewal drive will target all lapsed donors and Board
members will be asked to participate in a thank you call push to major donors but
would like for board members to be doing this throughout the year.
One young professional member acquisition event will be planned to coincide with the June
primary. A host committee will be convened of local members, environmental activists
and/or young professionals. The event will be primarily promoted through social media
activities and host committee outreach. In even years, the release of the biennial
Conservation Scorecard provides and opportunity for an on-line cultivation and acquisition
events also aimed at activists and social networkers.
Green Tie Luncheon
Annual Development Goals:
 2010: $45,000 ($35,000 Net): ($39,000 Sponsorships, $5,000 Tickets, $1,000 Event)
 2011: $50,000 ($40,000 Net): ($42,500 Sponsorships, $5,000 Tickets, $2,500 Event)
 2012: $55,000 ($45,000 Net): ($47,500 Sponsorships, $5,000 Tickets, $2,500 Event)
The 2009 Green Tie event was a tremendous success, raising $31,750 gross ($26,750
sponsorships and $5,000 ticket sales) and netting $26,000. The Luncheon has the
potential to be a cornerstone event for the conservation community in SC.
While the event cannot easily be made larger, raising ticket prices and sponsorship levels
will increase revenues. This will take commitment from the board and staff to recruit
sponsors and to sell tickets to the event. We will ask a couple of Board members to chair a
Green Tie Host Committee to help plan future events.
CVSC Development Plan
Page 8
Grants & Foundations
Annual Development Goals:
 2010: $167,000 ($20,000 c4; $7,000 PAC; $140,000 c3)
 2011: $198,500 ($15,000 c4; $3,500 PAC; $180,000 c3)
 2012: $232,000 ($25,000 c4; $7,000 PAC; $200,000 c3)
In 2009, grants represented half of the combined income of the organizations, in part due
to the strategic importance of SC ‘s federal delegation to the passage of a national
climate/energy bill. C4 grant income (Green Tech Fund, an ally of the Energy Foundation)
was almost $50,000 and C3 foundation income was $150,000: $30,000 from Donnelley,
$50,000 from LCVEF for Heat is On; $25,000 from Turner through LCVEF and $20,000
general support from LCVEF. The inclusion of $25,000 from LCVEF for 2010 Heat is On
work is slightly misleading because the grant was paid to us before the end of the year.
Foundation work in South Carolina is challenging because there are very few foundations
that fund statewide work: Blue Cross for health and Mary Reynolds Babcock, the Duke
Endowment and the Sisters of Charity for poverty. The Gaylord & Dorothy Donnelley
Foundation funds environmental work but only in the state’s eight coastal
counties. CVSCEF received a three-year Donnelley grant for work in Horry and Georgetown
Counties ending in 2009. As a result of conversations with the G&D Donnelley Foundation
and non-traditional allies about an ambitious rural land protection and economic
development initiative, we have been asked to submit an application in 2010 to Donnelley
for general support funding to expand the Common Agenda.
In general, we need to communicate more regularly with Foundation staff and meet with
major regional funders to explore future opportunities. And we need to build more
relationships with small family foundations and community foundations. In 2011, the
Board should carefully gauge the potential impact of dramatically increased directed
foundation funding on the CVSCEF’s mission.
Political Action Committee (PAC)
Annual Development Goals:
 2010: $70,000 ($20,000 Board, $40,000 Majors, $3,000 Members & $7,000 Grants)
 2011: $50,000 ($15,000 Board, $26,500 Majors, $5,000 Members & $3,500 Grants)
 2012: $100,000 ($25,000 Board, $60,000 Majors, $8,000 Members & $7,000 Grants)
CVSC will need to make PAC fundraising a priority early in 2010 because of the importance
of the 2010 elections. In an effort to increase opportunities for low donor contributions to
the PAC, two or three PAC mailers will be sent to all members in May (pre-primary), June
(optional) and late September. The SCGreenGov site will be utilized to increase on-line
donations to the PAC once endorsements are announced.
CVSC Development Plan
Page 9
In April of 2010, we will announce the formation of a PAC Leadership Council consisting of
founding members who contribute $3,500 for the first year and at least $1,000 each
following year.
These founding members will also help solicit additional Council members who agree to be
annual $1,000 PAC donors. The Council will receive political updates throughout the year
and access to endorsed candidates through conference calls and events. At least one PAC
fundraiser will be conducted each election year and will be coordinated by the Council.
PAC Leadership Council Projections
2010
Board
Total
Majors
Total
New Founding ($3,500)
4
$14,000
8
$28,000
New Regular ($1,000)
6
$6,000
12
$12,000
Renewals ($1,000)
0
$0
0
$0
10
$20,000
20
$40,000
Total
2011
Board
Total
Majors
Total
New Founding ($3,500)
1
$3,500
1
$3,500
New Regular ($1,000)
1
$1,000
2
$2,000
Renewals ($1,000)
10
$10,000
20
$20,000
Total
12
$14,500
23
$25,500
2012
Board
Total
Majors
Total
New Founding ($3,500)
2
$7,000
6
$21,000
New Regular ($1,000)
6
$6,000
12
$12,000
Renewals ($1,000)
12
$12,000
22
$22,000
Total
20
$25,000
40
$55,000
CVSC Development Plan
Calendar
2010
MAJORS
JAN Invites to
Legislative
Briefings
FEB Decide on cmpn
theme, etc.
Suspect lists
Board lists
Page 10
MEMBERS
RENEWAL 1
RENEWAL 2
MAR LCV Joint Visits
Board Visit
Drive
RENEWAL 3
APR Charleston Evnt
Board Asks
Board Calls re:
Lobby Day
MAY Get Access for
June Visits
Staff Visit Drive
Get contacts
from brd to
recruit
Endorsement
PAC Appeal
JUN Visit Push/GTL
Tables
Phonebank &
Monthly Giving
Drive
JUL Visit Push/GTL
Tables
Scorecard
Release
GTL Invitations
AUG GTL Ticket
Offer to Majors
GTL Ticket Offer
to Members
SEP Get access for
Oct visits
Email & Mail
PAC Appeal
OCT Board Visit
Drive
NOV Board Visit
Drive
DEC EOY Appeal
Thank-A-Thon
Staff Visit Drive
Renewal Phone
Drive
Renewal Drive
EOY Appeal
PAC
Create
PAC team
& Develop
materials
Create
PAC team
& Develop
materials
EVENTS
Legislative
Briefings
OTHER
Legislative
Briefings
Prep GTL
Sponsor Pkt &
List
Development
PAC
Member
Mailing &
in visits
PAC FR
from
Board
Check-in
Endorsem
ent Appeal
Start sponsor
recruitment
GTL-10
Honorees
Vote on
Honorees
GTL Solicitation
Recruit Sponsors
GTL Solicitation
using endorsees
Line up food
GTL Solicitation
Save the Date to
Legs & Majors
Devo
Planning
Session &
3YR Plan
Creation
Grants Plan
& Timeline
Donnelly
Grant
Primary
Recap
appeal?
Included
in visits
Include in
visits
Email &
Mail PAC
Appeal
Include in
visits
PAC
RECAP
Finalize GTL
spnsrs by 7/31
Tkt sales & PR
Invitations Out
GTL Event Prep
Coordinate vols,
TY gifts & food
Finalize menu
Table Chart
Name Tags &
Registration
Event follow-up
& Thank-Yous
Election Watch
Parties/Event
SM Holiday
Event
Lobby Day &
Endorsement
s
PRIMARY
Scorecard
Release
GTL10
ELECTIONS