S
USING VOLUNTEERS TO REENERGIZE YOUR FUNDRAISING AND OUTREACH EFFORTS
National Conference of Bar Foundations Mid-Year MeetingHouston, Texas
February 6, 2015Joint Workshop Session 5B11:15 a.m. to 12:15 p.m.
Presenter: Ginger F. Mlakar, Esq.Immediate Past President of the Cleveland Metropolitan Bar Foundation
Senior Counsel, & Director of Donor Relations at the Cleveland Foundation
Cleveland Metropolitan Bar Foundation – Lawyers Giving Back
3Rs Program
Mock Trial Competitions
Halloween Run
Community
Outreach
Programs
Fundraisi
ng Events
History of the Fellows Program
Fellows Program Launched in 1999/2000
Criteria for Fellows Membership Member of the Association Advance justice in the community Demonstrate a high standard of integrity/professionalism
Levels of Recognition $2,500 – minimum $5k – Silver $10k – Gold
Fall of 2012 – Fellows program raised approximately $1 million for the endowment
Legacy Fellows Program
Legacy Fellows Launched in 2011
Recognizes – members who commit to make a future gift to the foundation (i.e., a planned gift) Examples – bequests in wills and trusts; naming in
beneficiary designations such for life insurance policies, etc.
Strategy – planned giving brochures, ads in bar journal, letter campaign, and targeted asks
Founding members – 16
Endowment Campaign Launch
Pre-Campaign Board Activity Solicited advice from past and current key board members and staff Presented to the board on endowment history Highlighted programs supported by foundation at board meetings Looked into a feasibility study and a community focus group
committee
Fall of 2012— Board committed to a 18 month plan to raise $1 million and double the endowment to $2 million
Key Component – Major gifts at $50,000 or higher level
Volunteer Committee Structure
Fellows Committee – backbone to the efforts Long-standing, engaged in the legal community
members Continued effort for new fellows at pre-existing
levels of $2,500, $5,000 (silver) & $10,000 (gold) levels
“Best practice” goal – increase no. of individual fellows to 10% of membership
Strong small working group for major gifts $25k to $100k level (individuals and firms)
Goals during Silent/Quiet Period of the Campaign
Raise 40 to 60% before public announcement
Create a video with key leaders and featuring the programs https://www.youtube.com/watch?v=SPPzE9Fyvug
Plan for Kick-off Event (May 2013) – public announcement Location/invitation – strategic based upon
invitee demographics Invitees – fellows (including new legacy), past
leaders, legal and community leaders, and board members, i.e., prospects/ambassadors
Host committee – GCs and other civic leaders Program – welcome, video, kick-off campaign &
thank lead donors
Key Administrative Steps before the Public Campaign Launch
Updated Gift Acceptance Policy & Campaign Recognition Levels Gift types - cash, securities, life insurance policies, and
estate gifts Campaign recognition - assets must be transferred or pledge
signed
Reviewed Investment/Endowment Policy (compliance with UPMIFA, spending policy, investment oversight, etc.)
Created various types of pledge forms Estate Payment terms over time (not to exceed 10 years) Outright gifts – discounts offered
Defining New Major Donor Benefits
$50k to $100k+ (founding fellows)* Donor story in bar journal Recognition on donor wall Honored and recognized at appreciation reception Firms allowed 1 representative on host committee for appreciation reception
$25k (leadership fellows)* Recognition on donor wall Honored and recognized at appreciation reception Added near end of the campaign
* Unique campaign recognition Allowed combination gifts – combined firms and individuals of law firms
contributions for firm recognition Insurance policies transferred – recognition based upon face value of policies Estate gifts – recognition based upon death value
Overview Identifying Prospects, Pitch and Follow-up
Initial prospects – ambassadors to the organization Communication method depended on the relationship
Included in first meeting discussion (and covered in proposal) Overview of the history of bar/endowment Explored what the bar meant to them Explained why asking Announced who else has committed & matching gift opportunity (1 to 4) – 4
firms at $100k+ Made the ask (highest amount possible)
Followed-up with formal, customized proposal and supporting materials
Once verbal yes, immediately sent the pledge to be signed
Proposal - Why Give Now?
For every $1 million (cash collected) in endowment = $50k of available grant dollars
Contributions will reduce the foundation’s reliance on annual fundraising events to sustain current grantmaking levels
Contributions will allow for sustainability of the current and future priority programs into perpetuity
Proposal - Why is it Important to the them?
Continuation of the strengthens of the bar – being part of: Mentorship and volunteer opportunities Advocacy for legal profession Giving back to the community through strong, impactful
community outreach programs
Opportunity to give back to the legal community through a legacy gift
Recognition benefits
Existing commitments by peers
Proposal – What are the Board Commitments?
100% of fellows contributions added to the endowment
100% of endowment spending will go to programs (and not fundraising or administrative expenses)
100% board participation as fellows
Touch Points
Estimate – avg. of 7 before closing of gift
Initial meetings – breakfasts, lunches and/or after work drinks
Presented to firms/small groups
Follow-ups - formal letters, emails, quick discussions at community events/board meetings, etc.
Tools to Track Progress
Weekly cultivation report Included ask amount, last contact, next steps, etc. Shared with committee and key staff members
Campaign count spreadsheet Included recognition level and financial reporting
difference Shared with committee and key staff members
Cultivation Event
Timing – half-way point after public announcement (Fall of 2013)
Limited invitees – select ambassadors
Goal – small and intimate event
Location – cool and intriguing
Program Donor story Community leader, e.g., CEO of
public schools Keep it short – no ask
Donor Wall
Goal – cool design to recognize and thank all donors with flexibility to change through time
Cut-off date for inclusion – 45 days before the appreciation reception
Final drive – emails with lists of those “in” or “tentative in” on donor wall to encourage others to participate Included drawing/illustration of donor wall
Celebration (Appreciation) Reception
Timing – May 2014 (1 year from public announcement)
Invitees – donors, community/bar leaders, etc.
Location – same as kick-off reception
Invitation – included host committee; followed kick-off reception theme
Program – welcome (host committee member), video, announced campaign results (goal - $1 million/attained $1.5 million); unveiled “visual” of donor wall, awards/recognition
Follow-up - story in bar journal• https://www.clemetrobar.org/uploadedFiles/CMBA_Site_Home/
News_and_Publications/CMBJ/Jul_Aug14_Bar_Journal.pdf
Top 6 Keys to Success
1. Staff buy-in and support
2. Heavy commitment by volunteer working group
Key - strong personal relationships to bar ambassadors
3. Impactful association/foundation programs
4. Current and Past Board involvement Opened many doors/made
many introductions
5. Good, continuously updated communication among staff and volunteer committee
6. Strong long-standing partnership between association and foundation
Campaign Timeline
•Appreciation Event – Public Announcement of Campaign ResultsMay 2014
•Endowment Campaign Raises $1.5 million – Donor Wall Cut-off DateApril 2014
•Endowment Campaign Raises $1 million – Commence Donor Wall PushJanuary 2014
•Cultivation EventOctober 2013
•Kick-off Public Reception – Unveil Video & Announce Matching Gift May 2013
•Endowment Campaign Raises $450k – 45% of GoalApril 2013
•Launch of Silent Phase of Endowment CampaignDecember 2012
•Endowment Reaches $1 millionNovember 2012