1. Session Subtitle
Speaker: XXXXXXXXXX • Month, Year • Location
Speaker: XXXXXXXXXX • Month, Year • Location
Speaker: XXXXXXXXXX • Month, Year • Location
New Trends in Data Driven Campaign
Feasibility Studies for Health Care
Organizations
Sally Boucher, Director of Research, WealthEngine
Susan Mennenga, Vice President,
Provena Mercy Medical Center Foundation

2. Agenda
Assessing Readiness
Data Analysis
Benchmarking
Campaign Planning
The Campaign Goal
The Campaign Gift Table
Campaign Pipeline Report
Handouts/Resources

3. What is a Feasibility Study?
“An analysis of the ability to complete a
project successfully, taking into account
technological, economic, legal, operational and
scheduling factors. A feasibility study allows
project managers to investigate the possible
negative and positive outcomes of a project
before investing too much time and money.”
Investopedia

4. Campaign Feasibility Study Outcomes
• Identify how much money can be raised
• Outline timeframe for achieving goal
• Identify potential leaders
• Identify donors and volunteers
• Foster credibility for the campaign and organization
• Involve key constituents and create ownership and “buy-in”
• Identify strengths and weaknesses of proposed campaign
• Guide strategy development

5. Components of a Feasibility Study
Feasibility Study Questions Quantitative Qualitative
Do we have the fundraising infrastructure to be successful? Checklist*
Do we have strong leadership and are we respected in the
community?
Interviews
Do we have the support of our board and other key
individuals?
Analysis
Interviews
Assessment
Survey
What monetary goal should we strive for? Analysis
Do we have the needed constituents (donors and prospects)
to reach our goal?
Analysis
What are our strengths and where can we do better? Benchmarking
* Blue underlined Items are available for free download from:http://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-
Resources.html

6. Analytic Components of a
Campaign Feasibility Study
• Data Analysis
• Benchmarking
Readiness Analysis
• Campaign Goal
• Campaign Gift Chart
Campaign Analysis

7. ASSESSING READINESS
Data Analysis & Benchmarking

8. Assessing Campaign Readiness:
Audit Internal Infrastructure
Does your organization have:
 A strategic plan with clear and achievable goals?
 Strong volunteer leadership?
 Staff job descriptions*, an organization chart, knowledge of the
strengths and weaknesses of current staff?
 Gift processing policies, procedures, metrics and standards?
 Gift acceptance policies?
 Prospect research and prospect management policies and
procedures?
 Stewardship and donor recognition policies?
 Communication structures for both internal and external audiences?
 Donor rights and privacy policies?
 Data security policies?
You must be able to
demonstrate to
internal and external
audiences that you
have the necessary
infrastructure in
place to run a
successful, well-
managed and
transparent
campaign
* Blue underlined Items are available for free download from:http://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-
Resources.html

9. 17%
20%
15%
19%
4%
25% Board
Volunteers
Staff
Patients
Physicians
Friends
Assessing Campaign Readiness:
Analyze Historic Data
Analyze Giving by Constituency:
You must have a
board and donors
(volunteers, past
patients, physicians,
staff) who support
you and are likely to
support your
campaign

10. And Giving by Source:
47%
3%5%
12%
33% Individuals
Planned Gifts
Corporations
Foundations
Events
You will mitigate risk
by having a
diversified funding
base including
individuals, corporati
ons, foundations, gov
ernment
Assessing Campaign Readiness:
Analyze Historic Data

11. 4800
5000
5200
5400
5600
5800
6000
6200
$500,000
$520,000
$540,000
$560,000
$580,000
$600,000
$620,000
$640,000
2007 2008 2009 2010 2011
Dollars
Donors
Analyze giving trends:
DollarsRaised
#ofDonors
Assessing Campaign Readiness:
Analyze Historic Data
A growing funding
base suggests a
message/mission that
resonates with the
public

12. Assessing Campaign Readiness:
Analyze Historic Data
0%
2%
4%
6%
8%
10%
12%
14%
16%
48%
50%
52%
54%
56%
58%
60%
62%
2007 2008 2009 2010 2011
Renewals
Upgrades
RenewalRate
UpgradeRate
A high renewal rate
and donors who are
upgrading their gifts
demonstrates loyalty
and a likely
willingness to
continue support
And Loyalty Trends

13. Assessing Campaign Readiness:
Analyze Major Donors
Name Total Giving Past 5 Years Largest Gift Last Gift Date Number of Gifts Affinity
James Stewart $80,000 25,000 12/21/11 27 1
Leonard & Maria Cohen $75,000 75,000 9/6/11 1 1
Rena J. Lee $200,000 100,000 3/29/11 6 1
Samuel K. Jeffers $30,000 15,000 4/17/11 4 2
John & Mary Smith $90,000 50,000 2/23/10 12 2
Nancy M. Gonzalez $500,000 500,000 8/12/08 1 3
Focus analysis on individual major donors – they will make or break your campaign
• Are you successful raising major gifts?
• Who are your major donors?
• How recently have they given?
• Are they still involved?
• Evaluate their inclination to give using modeling, RFM, event attendance, connections, giving
to other organizations and/or other behavioral characteristics

14. Rating Affinity
• Ideal way is to build a predictive model
• If there are not resources for that (in-house or outsourced)
you can rate affinity with an analytic approach:
– Select factors or variables you believe are predictive of affinity
– Rank the variables to determine order
– Weight the variables as to relative importance
– Score your prospects for affinity
– To increase confidence, create synergy and promote collaboration,
involve all stakeholders in the process
– For full instructions: Affinity Scoring Model
http://info.wealthengine.com/NP-GrowingIndividualGiftsWorkbook-Resources.html

15. Benchmarking
“A measurement of the quality of an
organization's policies, products,
programs, strategies, etc., and their
comparison with standard measurements,
or similar measurements of its peers.”
BusinessDictionary.com

16. Objectives of Benchmarking
• To validate and substantiate to health system
leadership that the performance of the market-
based hospital foundations is in alignment with
a comparable peer group.
• To provide an overall snapshot and identify
prospective areas for improvement for the
foundation’s board of directors.

17. Benchmarking Basics
• Select Peers or Aspirational Partners (or some of
both)
– Size of Budget
– Staff Size
– Age or Maturity of Fundraising Program (esp. Major Gifts)
– Geography/Demographics (rural vs. urban, wealthy vs. middle class, etc.)
– Type of Organization (Arts vs. Healthcare)
– Non-competitors
• Agree on desired outcomes and Key Performance
Indicators that will support outcomes. Keep it
simple.
• Share aggregated data

18. What to Benchmark?
• Total Funds Raised
• Total Fundraising Expenses
• ROI
• Number of Gifts >$10K
• Average Gift Size >$10K
• Staff Resources
• Funds Raised per Staff FTE
• Expense per FTE

19. About Provena Mercy Medical Center
• Legacy Provena Mercy Medical Center is part of Presence Health System
with 12 acute care hospitals.
– 293 bed hospital
– Opened in 1911
– More than 400 physicians & 1,100 employees
• 2011 admissions and visits
– 10,000+ inpatient admissions
– 152,000+ outpatients visits
– 35,200+ emergency room visits
• Core Service area – Aurora, IL
– Median Age – 30.7 years
– Median Household income - $60,689
*U.S. Census Bureau 2010 Demographic Profile Data, 2006-2010 American Community Survey 5-Year Estimates

20. About Provena Mercy Medical Center
• Payer Mix
– 33.3% Medicaid
– 30.6% Medicare
– 27.7% Commercial
– 8.4% Self pay
• Over 21,000 donor constituents
• Annual Funds Pre & Post Capital Campaign
– Average annual giving over 3 years, 2009-2011 including special
events - $306,207/year
– Capital Campaign total including pledges –
$1.6 million: Campaign concluded Sept. 2012

21. Advisory Board Benchmarking Initiative
Data submitted for years 2006 to 2008
Feasibility study conducted in early 2010

22. Expense Allocation and Funds Raised by Program
----------------------------------------------

23. Return on Investment by Program

24. Benchmarking AHA’s!
• Mercy placed into the top 75% for raising funds
through special events!
• Planned Giving program placed in the 25% and was an
indication of weakness.
• Average size of planned gifts also fell below the 25%.
• Placed in the top 75% for grants, major and corporate
giving.
*Mercy’s foundation is small compared to the full council of participants. For this reason, only
peer group comparisons are meaningful

25. CAMPAIGN ANALYSIS
The Campaign Goal
The Campaign Gift Table

26. Use a four-step process to produce an accurate and
actionable assessment of your proposed campaign’s
feasibility:
1. Start with the data
2. Determine lead gift amount and campaign goal
3. Weigh analytic goal against organizational goal
4. Interviews
Data-Driven Feasibility Studies

27. 1. Start with the data
• Top prospects are those with high capacity and those with high inclination or
affinity
• Use analysis of past giving and other variables to assess “likelihood” or “affinity”
• Determine “how much?”
– Evaluate past giving as a % of capacity for different types of constituents
– Multiply the % of capacity given for that constituent type by the capacity to get a base
number
– If likelihood is “High” add a premium – 10%
– If likelihood is “Medium” use the base number
– If likelihood is “Low” do not use at all
• Top rated prospects will generate the lead gift – at what gift level do you have
three high likelihood prospects? This is ideally your lead gift level
• From lead gift level determined above, generate gift pyramid and goal
• Build out pyramid by ensuring you have 3-5 medium and/or high likelihood
prospects for each gift needed at that level
Data-Driven Feasibility Studies

28. How much can you raise?
Name
Total
Giving Past
5 Years
Largest
Gift
Last Gift
Date
# of
Gifts
Constituent
Type
Estimated
Giving
Capacity
Average %
of Capacity
Given
Inclination
to Support
Campaign
Forecast
Leonard & Maria Cohen $75,000 75,000 9/6/11 1 Donor 2,000,000 19% H 580,000
William A. Joseph $350,000 250,000 9/30/11 29 Board 1,000,000 36% H 460,000
Jennifer Atkins $225,000 200,000 4/23/10 18 Donor 1,500,000 19% H 435,000
Jeanine Chantelle $87,000 50,000 11/30/11 12 Donor 500,000 19% H 145,000
Rena J. Lee $200,000 100,000 3/29/11 6 Donor 500,000 19% H 145,000
James Stewart $80,000 25,000 12/21/11 27 Board 250,000 36% H 115,000
Michael Kurtz $32,000 10,000 4/30/11 8 Donor 250,000 19% H 72,500
John & Mary Smith $90,000 50,000 2/23/10 12 Former Board 250,000 31% M 77,500
Richard Wilholm $64,000 50,000 3/13/09 4 Former Board 250,000 31% M 77,500
Frank Lin $50,000 10,000 11/14/11 9 Board 100,000 36% H 46,000
Tom Jeffers $25,000 25,000 12/30/11 1 Board 100,000 36% H 46,000
Samuel K. Jeffers $30,000 15,000 4/17/11 4 Member 250,000 15% M 37,500
Jim & Sandy Cline $16,000 10,000 2/24/11 3 Ticket Buyer 500,000 7% M 35,000
Lisa Woodrow $15,000 3,000 9/10/10 5 Former Board 50,000 31% M 15,500
Craig & Mandy Mellon $25,000 25,000 8/17/11 1 Member 100,000 15% M 15,000
Jared Czynski $10,000 10,000 7/28/10 1 Member 100,000 15% L 0
Juan Alvarez $12,000 5,000 10/19/09 4 Member 100,000 15% L 0
Nancy M. Gonzalez $500,000 500,000 8/12/08 1 Ticket Buyer 5,000,000 7% L 0
Data-Driven Feasibility Studies

29. 2. Determine lead gift amount and campaign goal
Gift Type # of Gifts
Prospect to
Gift Ratio*
Number of
Prospects
Needed
% of Goal
per Level
Cumulative
% of Total
Gift Levels Subtotal
Cumulative
Total
Lead Gift 1 05:1 5 20.00% 20% $400,000 $400,000 $400,000
Major Gift 1 04:1 4 10.00% 30% $200,000 $200,000 $600,000
Major Gift 2 04:1 8 5.00% 40% $100,000 $200,000 $800,000
Major Gift 3 04:1 12 2.50% 48% $50,000 $150,000 $950,000
Major Gift 3 04:1 12 1.50% 52% $30,000 $90,000 $1,040,000
Large Gifts 10 03:1 30 1.00% 62% $20,000 $200,000 $1,240,000
Large Gifts 12 03:1 36 0.75% 71% $15,000 $180,000 $1,420,000
Large Gifts 15 03:1 45 0.50% 79% $10,000 $150,000 $1,570,000
Large Gifts 20 03:1 60 0.25% 84% $5,000 $100,000 $1,670,000
Large Gifts 30 03:1 90 0.15% 88% $3,000 $90,000 $1,760,000
Large Gifts 40 03:1 120 0.10% 92% $2,000 $80,000 $1,840,000
Large Gifts 50 03:1 150 0.05% 95% $1,000 $50,000 $1,890,000
Many Gifts Many 03:1 Many Varies 100% Varies $110,000 $2,000,000
Data-Driven Feasibility Studies
GOAL: $2,000,000

30. 3. Weigh analytic goal against the organizational goal:
Are they aligned?
OUTCOME WHAT DOES IT MEAN?
WHAT ACTIONS DOES IT
SUGGEST?
Analytic Result>
Organizational Goal
We can raise MORE money
than we thought
Review campaign needs and
adjust goals to reflect new
potential
Organizational Goal>
Analytic Result
We can raise LESS money
than we thought
Re-evaluate goal or timing, or
identify new sources of
funding
Analytic Result =
Organizational Goal
We can raise what we
thought we could
Ready to move to the next
step!
Data-Driven Feasibility Studies

31. Data-Driven Feasibility Studies
4. Interviews
• Validate goal
• Test and refine case for support
• Identify lead gifts/donors
• Identify campaign leadership

32. 30 Rated Leads
6 Discovery
Prospects
3 Prospects
Prospect Pipeline Rules of Thumb
• Rated Leads: any individual/couple rated as ABLE to
give at or above minimum threshold (research
qualified/suspects/leads)
For each FIVE rated leads, ONE goes on to discovery
• Discovery Prospects: any rated lead who accepts a
visit or otherwise transitions to “discovery” (field
qualification/warm leads)
For each TWO discovery prospects, ONE becomes a
prospect
• Prospects: any discovery prospect who is qualified
as a major gift prospect for both ability and
inclination (in cultivation)
For each THREE prospects, ONE becomes a donor
For every 30 individuals you suspect are
capable of giving to your campaign,
ONE will become a donor
1 Donor

33. # of
Gifts
Leads
to Gift
Ratio
# of
Leads
Needed
Discovery
Prospect
to Gift
Ratio
# of
Discovery
Prospects
Needed
Managed
Prospect
to Gift
Ratio
# of
Managed
Prospects
Needed
Cumulativ
e % of
total
Gift Levels SubTotal Cumulative
Lead Gift 1 30:1 30 6:1 7.5 3:1 3.75 20% $400,000 $400,000 $400,000
Top Gift 1 30:1 30 6:1 7.5 3:1 3.75 30% $200,000 $200,000 $600,000
Top Gift 2 30:1 60 6:1 15 3:1 7.5 40% $100,000 $200,000 $800,000
Top Gift 3 30:1 90 6:1 22.5 3:1 11.25 48% $50,000 $150,000 $950,000
Top Gift 3 30:1 90 6:1 22.5 3:1 11.25 52% $30,000 $90,000 $1,040,000
Large Gifts 10 30:1 300 6:1 75 3:1 37.5 62% $20,000 $200,000 $1,240,000
Large Gifts 12 30:1 360 6:1 90 3:1 45 71% $15,000 $180,000 $1,420,000
Large Gifts 15 30:1 450 6:1 112.5 3:1 56.25 79% $10,000 $150,000 $1,570,000
Large Gifts 20 30:1 600 6:1 150 3:1 75 84% $5,000 $100,000 $1,670,000
Large Gifts 30 30:1 900 6:1 225 3:1 112.5 88% $3,000 $90,000 $1,760,000
Large Gifts 40 30:1 1200 6:1 300 3:1 150 92% $2,000 $80,000 $1,840,000
Large Gifts 50 30:1 1500 6:1 375 3:1 187.5 95% $1,000 $50,000 $1,890,000
Many Gifts Many 30:1 6:1 3:1 100% $110,000 $2,000,000
Campaign Gift Table
GOAL: $2,000,000

34. Sample Prospect Pipeline Report
GOAL:
$2M
Number of Donors
Prospects
3:1 Ratio
Discovery Prospects
2:1 Ratio
Rated
Leads
5:1 Ratio
Desired
Results
Results to
Date
Gift Level
Prior
Campaign
Needed
Given
to Date
Still
Needed
#
Prospects
Needed
Managed
Prospects
Prospect
Deficit
%
# Discovery
Prospects
Needed
Current
Discovery
Prospects
Discovery
Prospect
Deficit
%
# Rated
Leads
Needed
Total $
Received
to Date
Lead Gifts
$400,000 0 1 0 1 3 2 1 67% 2 1 1 50% 5 $400,000 0
$200,000 2 1 0 1 3 4 0 100% 0 3 0 100% 0 $200,000 0
Subtotal 2 2 0 2 6 6 1 2 4 1 5 $600,000 0
Major Gifts
$100,000 1 2 0 2 6 5 1 83% 2 2 0 100% 0 $200,000 0
$50,000 2 3 0 3 9 17 0 100% 0 4 0 100% 0 $150,000 0
$30,000 3 3 0 3 9 8 1 89% 2 2 0 100% 0 $90,000 0
$20,000 6 10 0 10 30 25 5 83% 10 5 5 50% 25 $200,000 0
Subtotal 12 18 0 18 54 55 7 14 13 5 25 $640,000 0

35. Key Takeaways
• Organizations that conduct feasibility studies
are more successful and raise more money than
those who don’t
• Be aware of both quantitative and qualitative
components of a feasibility study
• Benchmarking provides validation for leadership
and identifies areas of strength and need
• Quantifying prospects based on stage
(identification, qualification, cultivation)
provides the basis for accurate and actionable
reporting

36. Handouts/Downloads
• Campaign Table Calculator:
http://info.wealthengine.com/rs/wealthengine/images/Campaign_Gift_Table.xlsx
• Volunteer Training Toolkit:
– Volunteer Fundraiser Training Workshop:
http://info.wealthengine.com/rs/wealthengine/images/Volunteer Fundraiser Training
Workshop.pdf
– · Volunteer Training Checklist:
http://info.wealthengine.com/rs/wealthengine/images/Volunteer Training Checklist.pdf
– · Campaign Volunteer Contact Report:
http://info.wealthengine.com/rs/wealthengine/images/Campaign_Volunteer_Contact_Report
.pdf
– · Volunteer Fundraiser Training Manual:
http://info.wealthengine.com/rs/wealthengine/images/Volunteer Fundraiser Training
Manual.pdf
– · Sample Volunteer Job Description and Responsibilities:
http://info.wealthengine.com/rs/wealthengine/images/Sample%20Volunteer%20Job%20Des
cription%20and%20Responsibilities.pdf
– · Volunteer Solicitation Guide:
http://info.wealthengine.com/rs/wealthengine/images/Volunteer%20Solicitation%20Guide.p
df
– · Sample Volunteer Privacy and Nondisclosure Agreement:
http://info.wealthengine.com/rs/wealthengine/images/Sample%20Volunteer%20Privacy%20
and%20Nondisclosure%20Agreement.pdf
– Case For Support Checklist:
http://info.wealthengine.com/rs/wealthengine/images/Case_For_Support_Checklist.pdf