Kimball-Jenkins

Fundraising- Resource Development Plan

Annual Campaign

266 North Main StreetConcord NH 03301

603.225.3932www.kimballjenkins.com

Prepared by ACDD Philanthropy Leadership

Miranda Dalton

A private charitable trust

for the purposes of

historic preservation, the arts and cultural education

A private charitable trust

for the purposes of

historic preservation, the arts and cultural education

Greetings!

Fundraising-Resource Development Plan Annual Campaign

Miranda R. Dalton, MBA

Agenda

• The Annual Fund and its Significance

• Analysis of the External Environment – Concord, NH

• Analysis of the Kimball-Jenkins 2011 Annual Campaign

• Recommendations for Kimball-Jenkins 2012 Campaign5 Step Process

The Annual Fund

The Annual Fund• Designed to attract annual gifts with the goal of attracting new

donors while keeping current donors and encouraging them to increase the size of their gifts over time (Dove, 2001).

• The foundation for all fundraising efforts (Dove, 2001).

• Focuses on the resources available today, while planning for tomorrow’s resources.

• Should encompass strategies inclusive of but not limited to the organization’s special events, major and planned giving programs etc…..

Kimball-Jenkins launched its first Renaissance Garden Party in 2011 to kick off

its annual fund campaign.

The same theme should be used and built upon in the 2012 annual

campaign.

The External Environment

People QuickFacts Concord

Population, 2011 estimate NA

Population, 2010 42,695

Population, percent change, 2000 to 2010 4.9%

Population, 2000 40,687

Persons under 5 years, percent, 2010 5.5%

Persons under 18 years, percent, 2010 20.7%

Persons 65 years and over, percent, 2010 13.8%

Female persons, percent, 2010 50.4%

White persons, percent, 2010 91.8%

Black persons, percent, 2010 2.2%

American Indian and Alaska Native persons, percent, 2010 0.3%

Asian persons, percent, 2010 3.4%

Native Hawaiian and Other Pacific Islander, percent, 2010 NA

Persons reporting two or more races, percent, 2010 1.8%

Persons of Hispanic or Latino origin, percent, 2010 2.1%

White persons not Hispanic, percent, 2010 90.5%

Foreign born persons, percent, 2006-2010 4.3%

Language other than English spoken at home, pct age 5+, 2006-2010 6.2%

Per capita money income in past 12 months (2010 dollars) 2006-2010 $29,298

Median household income 2006-2010 $51,412

Persons below poverty level, percent, 2006-2010 10.6%

Business QuickFacts Concord

Total number of firms, 2007 4,488

Black-owned firms, percent, 2007 Suppressed; does not meet publication

standards

American Indian- and Alaska Native-owned firms, percent, 2007 Less than 100 firms

Asian-owned firms, percent, 2007 1.7%

Native Hawaiian and Other Pacific Islander-owned firms, percent, 2007 Less than 100 firms

Hispanic-owned firms, percent, 2007 1.7%

Women-owned firms, percent, 2007 26.0%

Opportunities For Kimball-Jenkins

Eight Key Nonprofits In Concord, NH Revenue 2011 from Contributions

Time of Year

Red River Theater $24,000 Fall

Concord Community Music School 45% of 1.9M operating budget from contributions

Throughout Year

Capitol Center for the Arts $638,348 November

New Hampshire Historical Society $692,479 Centered Around Special Projects

Community Player of Concord $21,379 N/A

The Granite State Symphony Orchestra $24,000 N/A

The League if New Hampshire Craftsmen Over 1.1M Nov.-Dec.

Granite United Way Approximately $1.05M Fall

The Internal Environment

Kimball-Jenkins 2011 Annual Campaign

Strengths Weaknesses

2011 annual campaign raised over $75,000.There is an existing “Board Member Annual Fundraising Commitment” form.Over $41,000 of the $75,000 was given by the Board of Directors with the Chairman of the Board contributing approximately 85% of the board’s contribution.The first "Renaissance Garden Party" was held at a trustees home to kick off the annual campaign.A developed program entitled the “Renaissance Circle” granting special benefits and opportunities to individuals with contributions of $2,500 or more.Existing opportunities for employers to match the gifts of their current and retired employees.Organization has an existing annual fund letter and donation form.Opportunity for donors to give online via the organization’s website.A 2012 event schedule is available and promoted via the organization’s website.

2011 annual campaign fell short of its intended goal of $125,000.Limited information on past donors available.An effective system of tracking and updating donor information is nonexistent.A plan of action to develop relationships with current and potential donors is nonexistent. Limited literature in marketing and educating the community on the mission and program/services of the organization.No planned giving program.Volunteers not maximized in annual campaign.Fundraising calendar is nonexistent.

Recommendations for Kimball-Jenkins 2012 Campaign

Step 1: Conduct a Fundraising Audit

Step 2: Fundraising Planning

Step 3: Development of Tactical Plan

Step 4: Development of Budget

Step 5: Monitoring and Control

Step 1: Conduct a Fundraising Audit

“Where You Are Now” – Step 1Fundraising Audit Tool Kit - Resource Guides 1a-1d

“Where Do You Want to Be” and “How Will You Get There” - Steps 2-4

(Sargeant, Shang, & Associates, 2010)

Kimball-Jenkins Must Set Its Fundraising Objectives

• The amount of funds that will be raised

• The categories of donors that will supply the funds (individuals, corporations, foundations etc..)

• The acceptable costs of raising those funds

 

Step 2: Fundraising Planning

S – specific, M – measurable, A –achievable, R –relevant, T-timescaled

(Sargeant, Shang, & Associates, 2010)

Strategies to Achieve Objectives

1. Overall Direction

2. STP: Segmentation-Targeting – Positioning

3. Branding

4. A Case For Support

Step 2: Fundraising Planning

Step 2: Fundraising PlanningOverall Direction

(Sargeant, Shang, & Associates, 2010)

Step 2: Fundraising PlanningSTP

Step 2: Fundraising PlanningBranding

(Sargeant, Shang, & Associates, 2010)

Step 2: Fundraising PlanningA Case For Support

Kimball-Jenkins

Statement of Support

“A private charitable trust

for the purposes of

historic preservation, the arts and cultural education”

266 North Main Street

Concord NH 03301 603.225.3932

www.kimballjenkins.com

Mission of Kimball-Jenkins

The arts enrich the fabric of our lives, our community and our society. It is the mission of ‘The School of Art’ at the Kimball-Jenkins Estate to bring affordable, quality arts education to people of all ages and abilities in the greater Concord area, especially to those who might not otherwise have the opportunity to share the gifts the arts bring to life. We will achieve this by expanding our course offerings and faculty, increasing our scholarship awards and improving our facilities, with the help of the community.”

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Percentage of Donors Responsible Amount

10% 60% of goal

20% 20% of goal

70% 20% of goal

(Dove, 2001)

Mathematical Equation to Reach Goals in Annual Fund Campaign

Use current list of donors that gave in 2011

Gift Range Donors Needed Prospects - Ratio Total 10% of Donor = 60% of Goal

$5,000 2 14(7:1) 100002500 6 42 (7:1) 150001000 18 108 (6:1) 18000500

20% of Donors = 20% of Goal 250 48 192(4:1) 12000100 80 240(3:1) 8000

70% of Donors = 20% of Goal

Less than 100 412 1236(3:1) 20000

$100,000

RG - 3a Goal of $100,000 and

a Relatively Unproven Suspect

Pool Total Prospects pool:

2,002

Gift Range Donors Needed Prospects - Ratio Total

10% of Donor = 60% of Goal

$5,000 2 8(4:1) 10000

2500 6 24 (4:1) 15000

1000 18 54(3:1) 18000

500

20% of Donors = 20% of Goal

250 48 96(2:1) 12000

100 80 160(2:1) 8000

70% of Donors = 20% of Goal

Less than 100 412 824(2:1) 20000

$100,000

RG -3b Goal of $100,000 and a

Relatively Proven Suspect Pool

Total Prospects pool: 1,258

(Dove, 2001)

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Miss Miranda Dalton202 Bell LaneAnywhere, USA 3221

Dear Miss Dalton,

Kimball-Jenkins Estate has experienced tremendous response to our “thank-a-thon.” You and others indicated a willingness to support the mission of Kimball-Jenkins. Please be aware that your gift will make a difference in more ways than one. Your donation along with gifts from others can help meet the financial needs of our organization.

During the “thank-a-thon,” you pledged to support the Unrestricted Fund by donating ______________. Your current balance is __________. We ask that you fulfill your pledge and be part of this significant achievement. You can make an immediate impact simply by making your donation online at www.kimballjenkins.com. This is a secure location, which allows you to submit payment by credit/debit card or online check method. Please feel free also to use the enclosed envelope to return your pledge payment. If you have mailed your payment and our correspondence has crossed paths, please accept our apology.

Your support is important and every gift makes a difference. We appreciate and we count on your support.

Sincerely,

Name and position of person sending letter

Your Contribution Makes A Difference NOW More Than Ever.

Every dollar invested in Kimball-Jenkins through the Annual Fund improves the experience of every student

and constituent of the organization.

Your participation and involvement with Kimball-Jenkins is as important as your gift.

Annual Fund contributions are received between October 1 and September 30.

Make your gift online: www.kimballjenkins.com

I WANT TO INVEST IN THE FUTURE OF KIMBALL-JENKINS ESTATEHere is my unrestricted gift to support Kimball-Jenkins’ most urgent needs.

Name: ____________ Address: ____________ Phone Number: _________ Email: _______

__My total gift to Kimball-Jenkins $ _____________

__A matching gift contribution will be made by my employer: $ _____________

__ Full payment enclosed (check or money order payable to Kimball-Jenkins’ Estate)

__ Pledge to send monthly payments of $ ______ over a period of ____ months ending September 30, 20___.

__ Credit card payment: ___ Visa __ MasterCard ___ American Express

Credit card number: _______________ Signature: ________________

Print name “as” on card_____________ Expiration Date: ___________

Your gift is tax deductible and greatly appreciated. Thank you.

Making the Annual AppealKey Take Aways

• Ask for the intended amount

• Follow Up

• Once Received – SAY THANK YOU!

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Renaissance Garden Party

Renaissance Garden Party

2012

I AM

KIMBALL-JENKINS

FRONT BACK

Renaissance Garden Party Hostesses

Renaissance Garden Party - Silent Auction

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Step 3: Tactical PlansAnnual Fund Campaign Time Line

Activities are initiated in October and end in September.

Step 4: Budget

Marketing Budget for 2011 Fiscal Year - Approximately $26,400

Annual Fundraiser Costs - Estimated $4,302 dollars – 16% of Budget

It is our recommendation to allot a minimum of $5000 to achieve last year’s benchmark of donations received plus a cushion to absorb costs of our

recommendations to the organization.

The costs incurred last year should be examined to see

if activities are warranted. If not, money should be reallocated to

support the recommendations in this plan.

Step 4: Monitoring and Control

• The actual donations achieved compared to the budget

• The actual costs incurred relative to those budgeted

• The performance of specific forms of fundraising

• The appropriateness of the strategy and tactics adopted

(Sargeant, Shang, & Associates, 2010)

Thank You!

Fundraising-Resource Development Plan Annual Campaign

Miranda R. Dalton, MBA

BibliographyCapitol Center for the Arts. (2010). Retrieved April 19, 2012, from Guidestar.com: http://www.guidestar.org/FinDocuments/2011/223/151/2011-223151625-07e2c855-9.pdf

City of Concord New Hampshire. (n.d.). Retrieved April 19, 2012, from Quality of Life: http://www.ci.concord.nh.us/Businessdev/quality/concordv2.asp?siteindx=L0i,20

Community Players of Concord, NH. (2010). Retrieved April 19, 2012, from Guidestar.com: http://www.guidestar.org/FinDocuments/2011/237/161/2011-237161647-07bfee66-9.pdf

Concord Chamber of Commerce. (2008, June 30). Retrieved April 19, 2012, from New Hampshire’s Creative Crossroads - The Concord Creative Economy Plan : http://www.concordnhchamber.com/data/uploads/creative_economy_final_report_2.pdf

Concord Community Music School. (n.d.). Retrieved April 19, 2012, from Giving Opportunities: http://www.ccmusicschool.org/support/giving-opportunitiesConcordPatch. (2011, June 20). Retrieved April 19, 2012, from Theatre Close to Wrapping Up Fundraising Campaign: http://concord-nh.patch.com/articles/theatre-close-to-wrapping-up-fundraising-campaign

Dove, K. E. (2001). Conducting A successsful Fundraising Program. San Francisco, California: John Wiley & Sons.

Granite State Symphony Orchestra. (n.d.). Retrieved April 19, 2012, from Support GSSO: http://www.gsso.org/support.html

Granite United Way. (2012, March 30). Retrieved April 20, 2012, from News and Events: http://www.graniteuw.org/aboutus/news.php?n=170

(2010). League of New Hampshire Craftsmen Inc.

Leubsdorf, B. (2011, September 5). The Renaissance Pitch. Retrieved April 19, 2012, from Concord Monitor: http://www.concordmonitor.com/article/277832/glimpse-into-the-future-of-parking?SESS9ab90fe07eb75ec1c81636bc1499dfaa=google&page=full

Manta - Where Small Businesses Grow. (n.d.). Retrieved April 20, 2012, from http://www.manta.com/mb_53_F0_CNO/associations_non_profits/concord_nh

New Hampshire Business Committee for the Arts. (n.d.). Retrieved April 19, 2012, from http://www.nhbca.com/index.php

New Hampshire Historical Society. (2010). Retrieved April 19, 2010, from Annual Reports: http://www.nhhistory.org//who_are_we/financial_statements/2010_Form_990_FY_2011.pdf

NH Center for Nonprofits. (n.d.). Retrieved April 19, 2012, from http://nhnonprofits.org/profiles.cfm

Partners, C. G. (2011). Annual Appeal - A Step By Step Guide.

Perry, G. (2011, November). Your Fundraising Calendar for 2012. Retrieved January 21, 2012, from Gudestar: http://www.guidestar.org/rxg/news/publications/fundraising-calendar-for-2012.aspx

Sargeant, A., Shang, J., & Associates. (2010). Fundraising Principles and Practice. 113-187.

U.S. Census Bureau. (n.d.). Retrieved April 19, 2012, from State and County Quick Facts: http://quickfacts.census.gov/qfd/states/33/3314200.html