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funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
MGI: Lessons Learned
22 March 2007
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Today’s Discussion
• What we anticipated
• What we designed in response
• What we have observed
• Our goals
• What you have accomplished
• Lessons Learned
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What We Anticipated
• Potential for major giving growth is not a new idea• Success has been demonstrated, but not widely replicated
• In order to achieve success there are obstacles to overcome• The General Manager “job description” • Station Boards’ commitment, training and
experience
• Development staffs skill set and perspective
• Short term focus
• Few effective support mechanisms
• Articulating and supporting the major giving message
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
2 Key Assumptions
• There is a need for both strategic support (how to organize for change, how to institutionalize a mission-based giving strategy) as well as tactical support (we lack some of the basic nuts and bolts skills of major gift fundraising).
• This is a long term process. Both stations who commit to this strategy and those who advance it as desirable must recognize that it involves a multi-year commitment of attention and resources.
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative MGI Activity to Date
• The largest undertaking of its kind in the history of public broadcasting
• 117 Stations• Fifteen Team Leadership Meetings• Six Part Curriculum
• 20 Web Lectures• 355 Cohort calls
• Implementation Consulting• 1500+ days to date
• Video Materials• Prospect Research• Board Effectiveness Project• Website http://majorgiving.cpb.org
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Our Goals
• Revenue• Increase net revenue from major gifts• Increase major giving as a percentage of total
gifts from individuals• Increase median gift size among major donors• Increase major giving rate of growth
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Our Goals
• Outcomes for all Stakeholders• General Managers • Board Members • Development Team• Station Staff• Donors• Community
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What We Have Observed
• Creating a Culture of Philanthropy
• Consistency of Messaging
• Internal Communications• Rewards structure that does not encourage
internal collaboration
• Getting back to “Zero”
• Strategy is Execution
• Time and Resources
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
New Opportunities
• Our Boards (or more properly our Board Members)
• What happens when you begin the mission conversation
• Allowing the fundraising to match the mission or servants’ entrance to community involvement
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What you Accomplished
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
18.04%
-0.91%
-9.52%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
Change in Gross Major GivingRevenue from FY04 to FY05
MGI Round1
MGI Round 2
Non-MGIStations
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
$16,2
43,6
92
$19,1
74,1
30
$19,6
74,9
50
$19,4
96,0
22
$13,3
90,6
04
$12,1
15,2
54
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
$20,000,000
MGIRound 1
MGIRound 2
Non-MGIStations
Gross $1000 Plus Revenue
FY04FY053-D Column 3
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
17.73%
0.00%
-0.34%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Median Station Rate ofGrowth in Major Giving
MGI Round1
MGI Round 2
Non-MGIStations
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
$10,000+ DonorsRound 1 Stations
255
260
265
270
275
280
285
290
2004 2005
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative MGI Accomplishments
• And it’s more than just the money• Mission, Vision, Values & Case Development• New Board/Volunteer Involvement
• Revitalized (or newly created) Development Committees
• Staff restructuring: Staff buy-in• Formalized prospect identification, cultivation
and stewardship programs
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
5 Lessons…and some good examples
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Just Do It
• …and measure it • Plan-it MGI• Systems liberate• Persistence and patience pay off
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
It Takes a Vision
• Visions take time• …and they come in pieces
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Leadership is the key
• Keeping Hope alive• People make the difference• Teamwork Makes it Happen• Sometimes its structural
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
Creating a culture of philanthropy
• Reach vs Impact• The dialogue…not the monologue• The Infinity Loop
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative
What Comes Next
• Accountability
• Professionalism
• Restricted Fundraising
• Planned Giving
• New roles for Boards and General Managers
funded by the Corporation for Public Broadcasting
Public Television Major Giving Initiative Questions?
• http://majorgiving.cpb.org
