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Building the Framework to Create Campaign Priorities
Patrick CrowleyVice President
Office of Advancement [email protected]
July 2010 - June 2018
Office of Advancement Relations
• Communications/Graphic Design
• Donor Relations and Stewardship
• Board Relations• Special Events
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
July 2010 - June 2018
We Need To
• Develop a framework• Define responsibilities• Test• Launch, monitor and adjust
July 2010 - June 2018
What questions do you have?
(Your boss says your organization is going to launch a campaign.)
July 2010 - June 2018
Who killed my sister with this giant copier that fell from the sky?
July 2010 - June 2018
The world is not always full of flying monkeys.
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.
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
July 2010 - June 2018
The Process• June 2010: Set Ground Rules
o Address societal needso Enhance student experienceo Leverage strength of researcho Strengthen state of Floridao Build relationshipso Multi-disciplinaryo Align with strategic plan
• June 2010 – Set ground rules
July 2010 - June 2018
The Process• July 2010
o Plan donor retreat: Defining our Destiny
• October 2010 o Involve larger University communityo Retreat for deans and key faculty
More than 50 ideas generated
• November 2010o Donor retreat
• June 2010 – Set ground rules
• July 2010 – Plan Retreat
• October 2010 – Deans’ Retreat; Community input
• Nov. 2010 – Donor Retreat
July 2010 - June 2018
The Process• December 2010
o Retreat for deans and key facultyo Refine the ideaso 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
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 UniversityIdea Champion: <NAME>
July 2010 - June 2018
The Process• February and March 2011
o Retreat for deans and key facultyo 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
July 2010 - June 2018
The Process
• April - October 2011o 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
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
July 2010 - June 2018
The Process
• March 2012o Retreat for deans and key facultyo 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
July 2010 - June 2018
Funding ModelBig 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
SpendableFY 4
Spendable FY 5 Spendable
Materials Frontier Building 30,000,000 0 0 0 0 0 0Chair Professors (3) 6,000,000 240,000 80,000 160,000 240,000 240,000 240,000Scholar 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 40,000Weekly 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.
July 2010 - June 2018
The Process• September 2012
o 16 ideas/fundraising priorities; 4 themes
Encouraging Innovation and DiscoveryFrontiers in Science and
EngineeringThe Entrepreneurial UniversityDriving Technological InnovationCreative Crucible (the arts)Ringling Inspires
Improving the Public GoodInstitute for Successful
LongevityRisk InitiativePublic Policy Institute
Inspire, Engage and Transform the Next Generation of StudentsDeveloping Leaders Fellows SocietyExcellence in AthleticsHonors, Scholars and Fellows
HouseVeterans Legacy CenterGarnet and Gold Scholar
SocietyScholarships/Fellowships
Power a Great University to New Academic HeightsInvesting 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
July 2010 - June 2018
The Process
• May 2014o Surveyed Presidents Club Honoreeso Goal: ID preferred communication
channels, priorities and key messageso 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
July 2010 - June 2018
The Process• October 2014: Public Launch
o 50 percent mark
• December 2015 o $100 million gift commitmento 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
July 2010 - June 2018
The Tagline
Raise the Torch: The Campaign for Florida State
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
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.
July 2010 - June 2018
The Results
• Two potential taglines rose to the top
• Carry the Torch
• Inspire. Create. Transform.
July 2010 - June 2018
The Tagline
Raise the Torch: The Campaign for Florida State
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?
July 2010 - June 2018
The TimelineJune 2010
Set ground rulesJuly 2010
Plan Donor RetreatOct. 2010
Deans’ Retreat; Community input
Nov. 2010 Donor Retreat
Dec. 2010 Deans’ Retreat
Feb., March 2011Deans’ Retreat
April – Oct. 2011 Focus Groups
March 2012 Deans’ Retreat
Sept. 2012 Themes
May 2014 Survey
October 2014 Public Launch
