1. Building the Framework
to Create Campaign Priorities
Patrick Crowley
Vice President
Office of Advancement Relations
pcrowley@foundation.fsu.edu
2. July 2010 - June 2018
Office of Advancement
Relations
• Communications/Graphic
Design
• Donor Relations and
Stewardship
• Board Relations
• Special Events
3. July 2010 - June 2018
Past Florida State
Campaigns
• Investment In Learning
• 1991-1997
• $300 million
• Connect
• 2001-2005
• $630 million
• Raise the Torch
• July 1, 2010 – June 30, 2018
• $1 billion
4. July 2010 - June 2018
We Need To
• Develop a framework
• Define responsibilities
• Test
• Launch, monitor and adjust
5. July 2010 - June 2018
What questions
do you have?
(Your boss says your organization is
going to launch a campaign.)
6. July 2010 - June 2018
Who killed my sister with this
giant copier that fell from the sky?
7. July 2010 - June 2018
The world is not always full of
flying monkeys.
8. July 2010 - June 2018
After attending this
session, you will
• Develop a toolkit;
• Ensure accountability;
• Understand importance of
donor input; and
• Move ideas from 60,000
feet to clear, fundable
objectives.
9. July 2010 - June 2018
Separate Fundraising
Organizations
• FSU Foundation
• Seminole Boosters
• FSU Research Foundation
• FSU Alumni Association
• Ringling Museum of Art
• FSU Real Estate Foundation
10. July 2010 - June 2018
The Process
• June 2010: Set Ground Rules
o Address societal needs
o Enhance student experience
o Leverage strength of research
o Strengthen state of Florida
o Build relationships
o Multi-disciplinary
o Align with strategic plan
• June 2010 –
Set ground rules
11. July 2010 - June 2018
The Process
• July 2010
o Plan donor retreat: Defining our Destiny
• October 2010
o Involve larger University community
o Retreat for deans and key faculty
More than 50 ideas generated
• November 2010
o Donor retreat
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• October 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
12. July 2010 - June 2018
The Process
• December 2010
o Retreat for deans and key faculty
o Refine the ideas
o Standardized white papers
Name the idea “champion”
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• October 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• December 2010 –
Deans’ Retreat
13. July 2010 - June 2018
White Paper
Focus: Training, Promoting and Practicing Entrepreneurship
Description: Global markets face unprecedented change in the 21st century. In the
1960s the 500 largest firms in the world . . .
Is This Idea
Unique?
Yes. Many universities have entrepreneurship programs, only Babson
has created an entrepreneurship culture and it has not been created
at large public universities.
Colleges/Units
Involved:
This has the ability to work with all academic programs as well as with
the Research Foundation and Technology Transfer Office.
Resources, Cost: $200 million (est.)
Next Steps Formalize the working plan and cost estimate for the initiative.
Identify specific programs/departments/colleges to be involved in
the initiative and outline their role(s).
Write case statement.
Determine individual college/unit fundraising goals.
Identify potential donors.
Entrepreneurial University
Idea Champion: <NAME>
14. July 2010 - June 2018
The Process
• February and March 2011
o Retreat for deans and key faculty
o Next 12 months devoted to idea
development
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• October 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• December 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
15. July 2010 - June 2018
The Process
• April - October 2011
o Regional focus groups:
o Miami, Atlanta, Tampa, Orlando,
New York, Washington, D.C.,
Sarasota, Fla.
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• Oct. 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• Dec. 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
• April – Oct. 2011–
Focus Groups
16. July 2010 - June 2018
Focus Group Structure
• One hour sessions
• Each priority vetted twice
• Whitepaper sent prior to event
• Two priorities presented by idea “champions”
o 10 minutes – explain idea
o 15 minutes – Question #1: What additional information
do you need to better understand this idea?
o 10 minutes – participants clarify and discuss comments
o 15 minutes – Question #2: From a marketing
perspective, what key messages would resonate with
potential donors?
o 10 minutes – participants clarify and discuss comments
o Top three words
17. July 2010 - June 2018
The Process
• March 2012
o Retreat for deans and key faculty
o Five-year funding model
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• Oct. 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• Dec. 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
• April – Oct. 2011–
Focus Groups
• March 2012 –
Deans’ Retreat
18. July 2010 - June 2018
Funding Model
Big Idea: FSU-Frontiers of Science and Engineering- Super Cluster in Materials Research
Preliminary Timeline
Project Leader(s): T. Siegrist, J. Brooks, H. Mattoussi, A. Stiegman, E. Hellstrom, D. Larbalestier, H. Kroto, C. Zhang, R. Liang, G. Boebinger
Name of Initiative
Total
Endowment
Yearly Spendable*
When Fully
Endowed
FY 1
Spendable
FY 2 Spendable
FY 3
Spendable
FY 4
Spendable
FY 5 Spendable
Materials Frontier Building 30,000,000 0 0 0 0 0 0
Chair Professors (3) 6,000,000 240,000 80,000 160,000 240,000 240,000 240,000
Scholar Scientists (2) 4,500,000 180,000 90,000 180,000 180,000 180,000 180,000
Graduate Fellowships in Materials
Science and Engineering (10) 7,500,000 300,000 100,000 150,000 200,000 300,000 300,000
Undergraduate Capstone
Scholarships (4 to 8) 1,000,000 40,000 10,000 20,000 30,000 40,000 40,000
Materials Science and Engineering
Student Travel Fund 500,000 20,000 5,000 10,000 15,000 20,000 20,000
Industrial Visitor Program 750,000 30,000 30,000 30,000 30,000 30,000 30,000
Biennial International Symposium ++
500,000 20,000 20,000 0 40,000 0 40,000
Weekly Materials Seminar Series 1,000,000 40,000 40,000 40,000 40,000 40,000 40,000
Technical and Clerical Support (2)
3,500,000 140,000 70,000 140,000 140,000 140,000 140,000
TOTALS: 55,250,000 1,010,000 445000 730,000 915,000 990,000 1,030,000
*Based on a 4% yearly return on endowment.
++ Annual is $20,000, but spendables are every two years, i.e. $40,000 cumulative for two years.
19. July 2010 - June 2018
The Process
• September 2012
o 16 ideas/fundraising priorities; 4 themes
Encouraging Innovation and
Discovery
Frontiers in Science and
Engineering
The Entrepreneurial University
Driving Technological Innovation
Creative Crucible (the arts)
Ringling Inspires
Improving the Public Good
Institute for Successful Longevity
Risk Initiative
Public Policy Institute
Inspire, Engage and Transform the
Next Generation of Students
Developing Leaders
Fellows Society
Excellence in Athletics
Honors, Scholars and Fellows House
Veterans Legacy Center
Garnet and Gold Scholar Society
Scholarships/Fellowships
Power a Great University to New
Academic Heights
Investing in Our Faculty
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• Oct. 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• Dec. 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
• April – Oct. 2011–
Focus Groups
• March 2012 –
Deans’ Retreat
• Sept. 2012 –
Themes
20. July 2010 - June 2018
The Process
• May 2014
o Surveyed Presidents Club Honorees
o Goal: ID preferred communication
channels, priorities and key messages
o Communication preferences (rank)
o What motivates you to support FSU?
o What 2-3 things would you tell a
potential donor?
o Indicate which priorities interest you.
o Top three words
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• Oct. 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• Dec. 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
• April – Oct. 2011–
Focus Groups
• March 2012 –
Deans’ Retreat
• Sept. 2012 –
Themes
• May 2014 –
Survey
21. July 2010 - June 2018
The Process
• October 2014: Public Launch
o 50 percent mark
• December 2015
o $100 million gift commitment
o Largest in the state of Florida
• June 2010 –
Set ground rules
• July 2010 –
Plan Retreat
• Oct. 2010 –
Deans’ Retreat;
Community input
• Nov. 2010 –
Donor Retreat
• Dec. 2010 –
Deans’ Retreat
• Feb., March 2011–
Deans’ Retreat
• April – Oct. 2011–
Focus Groups
• March 2012 –
Deans’ Retreat
• Sept. 2012 –
Themes
• May 2014 –
Survey
22. July 2010 - June 2018
The Tagline
Raise the Torch:
The Campaign for Florida State
23. July 2010 - June 2018
The Audiences Surveyed
• University BOT
• Development Committee of Foundation BOT
• FSU Alumni Assn., National Board
• Emeritus Alumni Board
• President’s cabinet
• Faculty Senate Steering Committee
• Council of Deans’ Development Committee
• College of Business Board of Governors
• College of A&S Leadership Council
• Event participants in Houston, Austin and Dallas, Texas
• Women for Florida State
• Seminole Booster Executive Committee
24. July 2010 - June 2018
The Survey Questions
• Responses based on a Likert scale of 1-5
o When you first heard the tagline, you
experienced a positive feeling.
o The tagline is expansive enough to be used for
academic and athletic fundraising.
o The tagline would resonate well with alumni
and friends.
o It conveys a feeling of optimism.
o It is compelling enough to make you want to
learn more about FSU.
o Overall, I think it would be a good tagline for
the campaign.
25. July 2010 - June 2018
The Results
• Two potential taglines rose to the top
• Carry the Torch
• Inspire. Create. Transform.
26. July 2010 - June 2018
The Tagline
Raise the Torch:
The Campaign for Florida State
27. July 2010 - June 2018
The Questions
• Do we have a prospect pool?
• Do the priorities lend
themselves to private
philanthropy?
• Do these priorities resonate
with donors?
28. July 2010 - June 2018
The Timeline
June 2010
Set ground rules
July 2010
Plan Donor Retreat
Oct. 2010
Deans’ Retreat;
Community input
Nov. 2010
Donor Retreat
Dec. 2010
Deans’ Retreat
Feb., March 2011
Deans’ Retreat
April – Oct. 2011
Focus Groups
March 2012
Deans’ Retreat
Sept. 2012
Themes
May 2014
Survey
October 2014
Public Launch
Notas del editor
After this session, you will be able to:
Develop a toolkit to help build your own process for helping leadership develop campaign goals and priorities.
Ensure project accountability.
Understand the important of donor input.
Move ideas from the 60,000 foot-view to fundable, actionable items.
2013 CASE III Award of Excellence: Building A Case for Support
My area: Office of Advancement Relations.
Office of Advancement Relations
14 People in four departments
Today: Hands-on, practical advice on how to structure a process that leads to solid campaign priorities.
What we did – not one-size-fits-all.
Each institution is different.
History of Florida State fundraising campaigns.
Question: You have been told your institution is going to launch a major, multi-year fundraising campaign.
Today’s session will help you build the framework that will help answer some of these questions.
With planning and developing a thoughtful process to answer your questions, you won’t feel as though the sky is falling.
To make sure the world is not full of frightening, flying monkeys. . . . .
First: Assume the length of the campaign has been set.
Second: Ensure all of your policies and procedures are in place:
Gift Acceptance Policy
Counting Policy
Naming policy
Third: Develop the process to shepherd the creation of the campaign priorities, which we will discuss in depth.
Tricky for FSU – six major organizations, each separate with varying policies and procedures.
Also tricky in that we had THREE presidents since campaign announced:
2010: President who announced the campaign retired;
2010: New president comes on board
2014: Leaves for another university
2014: Our newest president is on board.
Regardless, we brought new presidents up to speed and relied on their guidance to set expectations for the process.
Also in June, in partnership with Eduventures, we held a training session for deans and faculty on how they can develop their ideas into University-wide fundraising priorities.
As deans and faculty worked on their fundraising priorities, we were planning an event to solicit donor input, to be held in November.
In October, the president sent an email to all faculty, staff and students, asking for their ideas – more than 300 received.
Deans’ Retreat: president formed 8 workgroups, chaired by a dean.
November retreat Process:
8 workgroup leaders presented ideas; one plenary session.
People “voted” after each session on pre-made flipcharts
Paired with homecoming; ended with a dinner and results.
“Inverted Pyramid” approach – going from 60,000-foot view to concrete, actionable and fundable ideas.
Ideas vetted twice at different locations.
Nominal Group Technique
During question 1 and 2:
5 minutes of silent idea generation
Scribe in each room
Top 3 words/phrases
286 responses
Communication Preferences
190 Email
169 Printed magazine/newsletter
What motivates you to support FSU?
Desire to “Give Back” to FSU
Belief in and willingness to support a particular academic program, college or unit.
Desire to help others, such as students or faculty
About 2 ½ years left in campaign
Currently received more than $871 million in gifts and commitments.
Anyone hear work on a tagline project – for your organization or campaign?
What did you learn? Takeaways?
Qualitative data from regional discussion groups:
First three words than come to mind.
More than 200 words/phrases generated and grouped into themes.
Tested specific taglines with focus groups.
Quantitative data received via standardized survey from 14 audiences.
14 Audiences = 140 responses
President’s Cabinet made final decision in June 2013, and changed “Carry” to “Raise.”
Surveys indicated that was the one word most troubling – conveys status quo, sounds burdensome.
Announced at the September 2013 meeting of the University BOT.
In closing – takeaways:
Develop the framework that helps develop the priorities.
Not foundation-driven.
Relate to strategic plan
Build in accountability.
Move from 60,000 foot view to actionable items - inverted pyramid.
Continually follow up and check progress.
Remember these three questions.
In closing – takeaways:
Develop the framework that helps develop the priorities.
Not foundation-driven.
Relate to strategic plan
Build in accountability.
Move from 60,000 foot view to actionable items - inverted pyramid.
Continually follow up and check progress.
Remember these three questions.
