The NonProfit Times - February 15, 2008 - (Page 3)

??????? In This Issue UP FRONT February 15, 2008 Vol. 22 No. 4 Editor-in-Chief Paul Clolery ednchief@nptimes.com Senior Editor Mark Hrywna mark@nptimes.com Staff Writer Marla E. Nobles marla@nptimes.com Contributing Editors Harvey Berger Susan Ellis Tom Gaffny Herschell Gordon Lewis Chip Grizzard Thomas A. McLaughlin Tim Mills-Groninger Jon Van Til Mal Warwick President John D. McIlquham Publisher Willy Morgan willy@nptimes.com Business Manager Barbara Nastasi bizmngr@nptimes.com Senior Advisor Lee M. Cassidy Production Manager Paul R. Castori production@nptimes.com Webmaster Lisa Marie Pinto webmaster@nptimes.com Advertising Amita John Traffic Manager amita@nptimes.com Circulation Manager Richard Rukaniec rrukaniec@optonline.net Marketing Manager Sue Juter sue@nptimes.com Account Managers Ellen Helms ellen@nptimes.com Ben Peters ben@nptimes.com Frank Strazzulla frank@nptimes.com Scott Vail scott@nptimes.com NPT Jobs Manager Joyce Durant joyce@nptimes.com www.nptjobs.com Executive Offices Mack-Cali Lake View Plaza 201 Littleton Road, 2nd fl. Morris Plains, NJ 07950 (973) 401-0202 The Leading Business Publication For Nonprofit Management • www.nptimes.com • $6.00 U.S. February 15, 2008 Making The Pitch Involving your board in planned giving By Mike Patterson Raising $1 Billion Bear market doesn’t scare higher-ed fundraisers By Jeff Jones I “S 8 9 10 12 14 16 16 Raising $1 Billion By Jeff Jones Rebranding A Tradition By Tim O’Reiley nvolving board members in planned giving is an ongoing challenge for many nonprofit organizations. This entails struggling to make the board understand the importance of gift planning to the charity’s financial future, as well as involving the board in the process of cultivating and soliciting gifts themselves. Philip M. Purcell, vice president for planned giving and endowment stewardship at the Ball State University Foundation in Muncie, Ind., believes that a key to capturing their attention and involvement is “to state a case for planned giving” almost like a planned giving officer would to a donor. “Think of encouraging planned giving as part of (the board’s) duty,” Purcell said at the recent National Conference on Planned Giving in Grapevine,Texas. “As with creating the case for any fundraising program, the case for planned giving must be effectively made -- and accepted -- by the board of directors,” he stated in a paper submitted with his presentation.“Hopefully,acceptance of this case will lay the groundwork for support for the planned giving program by the board such as in the budget, with fundraising assistance by board members.” To lay the groundwork for support of a planned giving program, Purcell said the governing board, and ultimately donors, must “connect the dots” between the documented needs of the local community or broader scope; the service to those needs Governing board, and ultimately donors, must “connect the dots” Making The Pitch, page 4 ubprime crisis” and “liquidity crunch” are a few phrases that were missing from the general lexicon of early 2006 when the University of Maryland System launched a $1.7-billion fundraising campaign. A few other phrases come to mind for Leonard Raley, vice chancellor for advancement at the University System of Maryland in Adelphi, Md.“There were two words that weren’t in our vocabulary -- credit crisis,” said Raley, also president and chief executive officer of University of Maryland System Foundation. “That has impacted the thinking for a lot of people.The good news for us is we have not seen any real decline in terms of giving or interest in any of our campaigns. It’s fair to say that for some people, especially among our major donors and donor prospects, what’s going on in the economy gives some people pause.” The stock market can affect the timing and size of gifts, said Ann E. Kaplan, director,Voluntary Support of Education Survey at the Council for Aid to Education in New York City. Personal giving isn’t as volatile as the stock market, she said. Perhaps that’s The $55.7 million, 140,000-square-foot Simon Hall at Indiana University-Bloomingone reason universities in the midst of $1 ton opened its doors to scientists and support staff in February 2007. It’s part of a $1 billion campaigns or considering one aren’t billion campaign that started in July 2003. sweating a down market. Ohio State University president for development and alumni relations at (OSU) in Columbus, Ohio, and University of Georgia State College, Pa.-based Penn State University, which in Athens, Ga., both are in the early planning stages recently finished a seven-year, $1.3 billion campaign. OSU picked Weiler because they’re planning a of $1 billion campaigns. OSU hired Peter Weiler to head its development large campaign, and he’s “the best in the nation,” said organization and fundraising efforts.Weiler is sched- Jeff Kaplan, vice president and special assistant to Raising $1 Billion, page 6 uled to begin this March. He’ll leave his post as vice Rebranding A Tradition March of Dimes updates its premiere event and image By Tim O’Reiley Making The Pitch By Mike Patterson s he sat in the lobby of his largest corporate sponsor in mid-2007, the March of Dimes’ Doug Staples braced himself for a rough ride. In previous months, he had mentioned to community relations managers at retailer Kmart that a major change might be in the works.But this time, he traveled to the company’s headquarters in the Chicago suburb of Hoffman Estates to formally inform them that the March of Dimes would rename its iconic WalkAmerica fundraiser as the March for Babies. Since its 1970 launch as the first large-scale walkathon, the event had raised more than $1.8 billion, with Kmart, as the top corporate contributor, accounting for $63 million during a span of 24 years. “We were nervous about it,” said Staples, the White Plains, N.Y.-based March of Dimes senior vice president of strategic marketing and communications, about discarding a name that had become so widely known. “But when I explained why we are doing it, they just said,‘Great. It makes perfect sense.’ I just about fell out of my chair.” March of Dimes officials are hoping to win similar acceptance at the grass-roots level, after making the name change public on Jan. 16 as part of a much broader strategic shift and concurrent rebranding program. It includes a changed logo and a new Web site. How well it works will play a large role in whether the March of Dimes can hit its ambitious goal of growing revenues by at least 10 perMarch Of Dimes, page 4 COLUMNS ADVOCACY Message Matters By Rebecca K. Leet LISTS Consolidation Continues By Paul Clolery MARKETING Coordinating Your Message By Tom Pope GRANTS All About The Money By Caroline Herbert FUNDRAISING Ho-Ho-Hoping At Christmas By Tim O’Reiley Postmaster: Mail address changes to: THE NONPROFIT TIMES PO Box 1145 Bellmawr, NJ 08099-5145 Corporate John McIlquham President & CEO Paul Clolery Vice President/Editorial Director Willy Morgan Publisher DATABASE Best Practices By Jon Biedermann REGULATION It’s A New Year By Karl E. Emerson THE NONPROFIT TIMES is published semi-monthly A one-year subscription is $65 US, $89 US Canada and $129 US for international. The NonProfit Times (ISSN 0896-5048) USPS #001-548 is a publication of NPT Publishing Group, Inc. Periodicals postage paid at Morris Plains, NJ and additional entry points. Unsolicited manuscripts are welcome, but The NonProfit Times does not assume responsibility for their return. None will be returned without a self- addressed, stamped envelope. No material in this publication may be photocopied or reproduced in any form whatsoever with out permission of the Publisher. Views expressed by independent columnists or correspondents are theirs and do not necessarily represent the views of NPT Publishing Group, Inc. © 2005 NPT Publishing Group, Inc. DEPARTMENTS 17 20 NPT Jobs Resource Directory THE NONPROFIT TIMES www.nptimes.com 3 FEBRUARY 15, 2008 http://www.nptimes.com http://www.nptjobs.com http://www.nptimes.com

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The NonProfit Times - February 15, 2008 Raising $1 Billion Rebranding A Tradition Making The Pitch Contents Message Matters Consolidation Continues Coordinating Your Message All About The Money Ho-Ho-Hoping At Christmas Best Practices It’s A New Year NPT Jobs Resource Directory

The NonProfit Times - February 15, 2008

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