CAMPAIGN READINESS ASSESSMENT
Austintown, Ohio
855.239.2633
info@thenovisgroup.com
www.thenovisgroup.com
WHO GIVES?
2011 Contributions: $298.42 Billion
By Source of Contributions
Bequests
8%
$24.41
Billion
Corporations
5%
$14.55 Billion
Foundations
14%
$41.67 Billion
Individuals
73%
$217.79 Billion
Source: Giving USA Foundation ™/Giving USA 2010
All figures are rounded.
TYPES OF FUNDRAISING
DEFERRED OR PLANNED GIVING
“A commitment or gift established legally during the donor’s lifetime, but whose principal benefits usually do not
accrue to the charitable recipient until some future time, often after the donor’s death. The term is usually applied to
any arrangement whereby money or property is irrevocably (except for will commitments) set aside for future receipt
by a nonprofit organization, frequently where income is paid to the donor and/or someone else for a period of time.
Annuities, trusts, gifts or insurance, and will commitments are all generally referred to as deferred gifts.”
ANNUAL FUNDRAISING/ANNUAL GIVING
“Any organized effort by a gift-supported organization to obtain gifts on a yearly basis, usually to support in part or
totally general operations.”
SPECIAL EVENT FUNDRAISING
“A fundraising function designed to attract and involve large numbers of people for the purpose of raising money
and/or cultivating.”
CAMPAIGN
Capital — “A fundraising campaign, usually extending over a period of years, to raise substantial funds to finance
major projects and/or programs requiring extensive outlays of capital; a campaign designed to obtain donations for
capital rather than annual income.”
Endowment — “A campaign to obtain funds specifically to create or supplement an organization’s endowment
fund.”
Definitions are drawn from Glossary of Fundraising Terms, published by National Society of Fundraising Executives, now the Association of Fundraising
Professionals.
LEVELS OF GIVING
NEEDED TO REACH GOAL
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
One Lead Gift
Raises
15%-20%
Of Goal
Top 10
Gifts Raise
50%-60%
Top 100 Gifts
Raise
75%-80%
CASH FLOW FROM CAMPAIGN PLEDGES
PLEDGE PERIOD RANGES FROM 3 TO 5 YEARS
Year
1
Year
2
Year
3
Year
4
Year
5
About 2/3 of the total
gifts pledged will be
received in three
years.
It takes a full five
years to receive all
pledged gifts.
PREREQUISITES FOR A SUCCESSFUL
CAPITAL/ENDOWMENT CAMPAIGN
1.
Identified Financial Need(s)
2.
Committed Board and Staff
3.
Compelling Case Statement
4.
Community Leadership Support
5.
Pacesetter Giving
6.
Campaign Leadership
7.
Campaign Volunteers
8.
Campaign Plan of Action and Timetable
9.
Marketing, Public Relations, and Recognition Plans
10.
Professionally Structured and Managed Campaign Process
PURPOSES OF A
CAMPAIGN READINESS ASSESSMENT
·
To review internal advancement capabilities of the institution
·
To determine the commitment to the proposed campaign held by the Board and selected
community leaders
·
To evaluate the institution’s image and credibility in the community
·
To identify major pacesetter gifts
·
To identify campaign leaders
·
To identify volunteers who are willing and available to help with a campaign
·
To establish a reasonable and realistic goal
CAMPAIGN READINESS ASSESSMENT PROCESS
 Research and write a compelling Case Statement.
 Identify and complete prospect research on 40 to 60 community leadership persons — individuals, corporate
leaders, and foundation executives. Fund counsel and the institution do this jointly.
 Conduct confidential one-on-one interviews.
 Conduct Internal Assessment
 Analyze interview data.
 Present the Campaign Readiness Assessment Report. Included in the report will be:
·
Assessment findings regarding the institution’s visibility and value
·
Recommendations regarding campaign goal
·
Campaign leadership availability
·
Suggestions for positioning the institution in the philanthropic marketplace
·
A campaign plan of action with a time line.
CAMPAIGN READINESS PROFILE
Somewhat Ready
Campaign Ready
Strength of
Case Statement
10
9
8
7
6
5
4
Not Ready
3
2
1
Thoroughness
of Planning
Preparedness of
Staff &
Volunteer
Leadership
Availability
of Top
Leadership
Perception of
Quality
Perception of
Need
Institutional
Visibility/Public
Awareness
Lead Gift(s)
Opportunity
Overall
Fundraising
Potential
Timing/
Competing
Campaign
Recommended
Composite/Current
Composite
PROPOSED TIME LINE FOR A CAMPAIGN READINESS ASSESSMENT
Week
Research and Write
Case Statement
Identify and Select
Interviewees
Send Case Statements
Schedule Interviews/
Conduct Interviews
Prepare and Present
Final Assessment
Report
1
2
3
4
5
6
7
8
9
10
11
12
13
14