4. Purpose
• Evaluate the fund raising opportunity and potential
of the Spinal Cord Research Foundation (SCRF)
• Test a campaign goal of $10,000,000
• Identify potential leadership and prospects for major
support
• Analyze the capabilities and interests of SCRF and
PVA leaders in conducting a capital campaign
4
5. Purpose
• Test four (4) areas of need:
Seed funding of innovative investigators
Supporting Centers of Excellence
Promoting the translation of basic scientific
discoveries into treatment practices
Quality of life issues for spinal cord patients
• Propose a plan of action to prepare for and conduct
a campaign
5
6. Objectives
• Identify and cultivate leadership and potential donors
• Identify major gift prospects among individuals,
foundations, corporations and the community
• Determine the level of support that may be secured
from leadership and major gifts
• Analyze the number, amount, and level of gifts
necessary to achieve and surpass the campaign goal
• Measure respondents’ views of case statement
priorities
6
7. Objectives
• Identify prospective leaders, chairpersons, and
committee volunteers for the campaign
• Determine the timetable, plan, and organizational
structure that would be required for the capital
campaign
• Evaluate SCRF’s current “readiness” for a
campaign and explore methods for advancing this
readiness
7
9. Findings – Study Participants
Audience Number
PVA and SCRF Leadership/Advisory Boards 8
Individual Donors/Prospects 17
Foundations Donors/Prospects 3
Corporations Donors/Prospects 6
Staff and Administrators 15
Other Prospects 13
Total Interviews 62
While many interviewees are members of more than one category, for
purposes of this chart, they were counted in only one primary relationship.
9
10. SCRF Mission
100%
90%
80% 78%
70%
60%
50%
40%
30%
20%
10% 10%
2%
0%
Very Important Important Somewhat
Important
10
11. Key Strengths - PVA
• Impressive and consistent advocacy for individual
members in accessing available resources
• Quality sports programs
• Advocacy, positively impacting a broad national
constituency – not just PVA members
• Commands great political respect
• Positive working relationship with the Department
of Veterans Affairs (VA)
11
12. Perceived Challenges / Concerns - PVA
• Fiscal challenges faced by PVA in recent years
• Highly reliant on direct mail
• Competition for the fund raising dollar is high
• Corporate giving opportunities not centrally
coordinated to maximize their potential
• High cost of dollars raised
• With exception to IG Advisory Committee, PVA
lacks strong outside leadership
12
13. Key Strengths - SCRF
• Supports innovative projects that might not be
funded by other sources
• Has a broad view of spinal cord patients’ needs
• Has an effective grant funding selection process
• The cost per dollar raised for SCRF is very low
• A unique niche market of research funded can be
defined
13
14. Perceived Challenges / Concerns - SCRF
• Name recognition/differentiation of SCRF from PVA
• Need to differentiate SCRF-sponsored research from
that financially supported by other organizations
(NIH & VA)
• Significant competition for the philanthropic dollar
• Many PVA members seem more focused on sports
activities than on research
• Is “research” a priority and is the PVA willing to
invest (staff & budget) to raise significant resources
14
15. Perceived Importance of SCRF Areas
Don’t
Highest High Medium Low
Know
Supporting innovative 71% 10% - 11% 8%
investigators (seed
grants)
Supporting 40% 32% 18% 12%
Centers of Excellence
Research into quality of 38% 44% 13% - 5%
life issues for SCI
patients
Increasing the number 77% 13% 10% - -
and/or size of grants
awarded
15
16. Case Elements
Most common themes:
Research is making real progress
Finding a cure/getting veterans out of their chairs
Research making a difference in people’s lives
today
Patriotism
16
17. Case Elements
Areas of research interest:
Finding a cure
Quality of life issues
Outcomes research
Psychosocial issues
Translational research
17
18. Is a Goal of $10 Million Achievable?
Don't Know
20%
Yes
45%
No
20%
Maybe
15%
18
19. Significant Challenges Offered
• Major gift prospects - availability/cultivated
• Economy - most often cited
• Leadership - number/cultivated
• Internal communications - information sharing
• Name recognition of SCRF
19
20. Prospect Potential Indicated by Others
Suggested Number Number of Prospects Cited
Giving Level of Prospects Two Times or More
$1,000,000 to 0 0
$2,499,999
$500,000 to 1 0
$999,999
$250,000 to 5 2
$499,999
$100,000 to 1 1
$249,999
$50,000 to $99,999 4 2
$25,000 to $49,999 15 6
$5,000 to $24,999 13 8
20
21. Campaign Leadership
Leadership Number of Number of
Candidates Candidates Cited
Two Times or More
Honorary Chair(s) 9 3
General Chair 5 4
Leadership / Major Gift Chair 3 1
Corporate / Foundation Chair 3 1
Board Chair 2 2
21
22. Willing to Serve as Leaders
100%
90%
80%
70%
60%
50% 48%
40% 38%
30%
20% 14%
10%
0%
Yes Maybe No
22
23. Campaign Involvement
Yes Maybe No
A Donor to the Campaign 78% 15% 7%
A Member of a 45% 30% 25%
Solicitation Team
Contacting Prospective 48% 14% 38%
Donors
23
24. SCRF’s Rank Among
Philanthropic Priorities
100%
90%
80%
70%
60%
50%
40% 35%
30% 26% 24%
20% 15%
10%
0%
Highest High Medium Low
24
25. Giving to a Potential Campaign
100%
90%
80% 78%
70%
60%
50%
40%
30%
20% 15%
10% 7%
0%
Yes Maybe No
25
26. Financial Indications of Respondents
Financial Indication Range Number of Individuals
Potential 7-Figure Gifts 0
Potential 6-Figure Gifts 2
Potential 5-Figure Gifts 13
Gifts under $10,000 21
No Gift Anticipated 6
Range of Respondents’ Potential Gifts
Low High
$832,000 $1,112,000
* 14 prospects did not offer any specific gift intention data when asked.
26
28. Campaign Requirements
• A compelling case statement that distinguishes
SCRF from PVA and demonstrates the need to
support both entities
• A positive perception of SCRF by its constituencies
• The identification and participation of strong and
influential leadership
• A significant number of cultivated prospects
• A well coordinated and properly financed fund
raising plan 28
29. Key Points - Case Statement
• 82% placed‘highest’ or ‘high’ priority on the
research needs identified in the background
statement
• Many participants had limited knowledge about
SCRF or were unable to distinguish it from PVA
• Respondents generally agreed that the case
priorities reflect the current needs of SCRF
• Some respondents urged that a portion of funds
raised be set aside to endow future research and to
ensure SCRF’s ability to make multi-year grants
29
30. Key Points - Case Statement
• 60% believe that a campaign for $10,000,000,
primarily for immediate research needs, is
achievable or might be achievable
• 93% would consider or might consider a gift to a
campaign for SCRF for the purposes outlined in the
Background Statement
• 61% rank SCRF the highest or a high philanthropic
priority
30
31. Leadership Analysis
• Leaders in the SCRF Campaign must be:
- Willing and able to make a significant gift
to the campaign (minimum 5-figures payable
over three to five years)
- Recognizable and influential
- Committed to spinal cord research and care
While there is an indication of the availability of
potential leadership, much of it needs cultivation 31
32. Leadership Considerations
100%
90%
80% 75%
70% 62%
60%
49%
50%
40%
30%
20%
10%
0%
Would / Might Serve as Would / Might Contact Would / Might Help
Leaders Prospective Donors Solicit
32
33. Donor Analysis
• Historically, PVA has been the largest contributor
to SCRF
• Reflecting the decline in donations experienced by
PVA, contributions to SCRF have also declined
substantially in recent years
• The decline in contributions from PVA has moved
SCRF to advance fund raising efforts in other
areas – particularly Individual Giving
33
35. SCRF Income
• While individual contributions to SCRF have
increased substantially in recent years, this
increase in income does not make up for the
decline in contributions from PVA
35
36. Prospective Donors
To advance the effort to raise external funds, SCRF
needs to undertake a number of actions:
• Identify a pool of qualified potential donors through
prospect research
• Include members of PVA in the SCRF prospect pool
(Indications are that some elements of this segment
are likely to be willing and able major gift
participants and leaders)
• Pursue and cultivate additional corporate and
foundation prospects to help maximize fund raising
potential during the campaign
36
37. Prospective Donors
• Identify influential leaders who indicate a
willingness to support a campaign (most giving
sights need to be elevated)
• The current economy and split from Eastern
Paralyzed Veterans Association (EPVA) were
both frequently mentioned as possible obstacles to
the success of a $10,000,000 campaign, especially
their impact on leadership level giving
37
39. Recommendations
STRUCTURE
• Campaign conducted in two Phases
• Phase I - Goal of $5,000,000 would concentrate
on major gifts of five figures and above only
• Phase II - Would continue the major gifts effort
and be a more broad based effort to include all
donors and prospects at all levels
• Utilize the Individual Giving Advisory Board and
possibly Bob Dole in an honorary capacity
39
40. Recommendations
GOAL
• We believe that a Phase I campaign goal of
$5,000,000 should be established
• This figure would be “comprehensive” and
include all fund raising being conducted by SCRF
over the campaign period
• The campaign would be three years in duration
with a five-year payment schedule
• Phase II goal would be based on success of first
phase and the prospect potential going forward 40
41. Recommendations
GENERAL
• Establish a Campaign Committee to provide
vision for the proposed campaign and cultivate
future leaders and donors
• Joe Fox, Del McNeal, John Bollinger and
respected clinicians need to be involved in all
phases of the campaign including solicitations
• Campaign will be driven by PVA Individual
Giving staff, which has significant major, planned
and capital gift experience
41
42. Recommendations
• Campaign preparation should include identifying,
confirming, cultivating and soliciting key potential
major gift prospects
• Establish an internal volunteer task force to review
and refine priority areas outlined in the study
• Corporate fund raising, PVA wide, should be
consolidated into a single comprehensive effort
• Utilize the PVA database to secure gifts for SCRF
over and above current giving
42
43. Recommendations
• SCRF to work with PVA to establish and structure
a direct mail program
• Utilize comprehensive individual, corporate and
foundation prospect research and tracking systems
• Conduct electronic screening of SCRF and PVA
member records to help maximize the prospect pool
within key constituent communities
• Establish formal donor and leader cultivation plans
• Increase staffing and budget in the Individual
Giving department
43
44. Recommendations
• Recognize restricted giving as an integral source
of revenue
• Establish named gift opportunities
• Retain Counsel to assist staff in conducting a
capital campaign
44
45. Phase I Campaign Committee
• Cultivate and recruit leadership to form a
Campaign Committee which will:
– guide the campaign and help develop fund
raising strategy
– identify leadership
– assist in developing prospect lists
45
46. Prospect Constituencies
• Board Members – SCRF and PVA Boards of
Directors, Scientific Advisory Board
• PVA Members
• Current and Past Donors
• Potential New Donors
• Foundations, Business and Corporations
• Other Veterans Service Organizations
• Friends
• Employees 46
47. Prospect Research
• Identify prospects from current SCRF lists of
friends and donors
• Conduct an electronic screening of the entire PVA
member database
• Conduct an electronic screening of select
segments of the larger PVA donor base
• Develop comprehensive background and financial
profiles of leadership prospects
47
48. Major Gifts
• Establish a basis for initial major gift level visits
• Involve a small group of donors and other top
prospects as part of a Campaign Committee
• Create individually tailored presentations to be
used as part of major gift solicitation visits
• Key volunteer and administration leadership is
essential to success
• Like the current Individual Giving department, the
campaign will be staff driven
48
49. Public Relations
Broaden awareness of SCRF by coordinating with
PVA’s Communications department:
• brochure or kit of case elements with emphasis on
initiative/campaign
– campaign video (similar to PVA’s Year in Review)
– major gift prospectus
– development newsletters
– commemorative opportunity brochure
– question and answer pamphlets
– intensifying public service ads, media contacts, speaker
events, other marketing venues 49
50. Timetable - Phase I
Phase I Activity Financial Goal
• Establish Case Task Force
PHASE I • Draft Case Statement
$
(12-18 month Period) • Establish prospect research and
tracking system and overall plan for
increasing and utilizing donor base
Campaign Organization & • Recruit Campaign Committee
Leadership Development $5,000,000+
• Develop promotion & cultivation plan
• Establish immediate Major Gift
AND
prospect list (Top 25, 10, 5 prospects)
• Establish gift giving and crediting
Initial Major Gift Activities policies
• Develop ‘Named Gift’ Opportunities
• Design Commemorative Gift
Recognition program
• Establish SCRF public relations &
communications strategy
50
51. Timetable - Phase I
Phase I Activity Financial Goal
• Prepare personalized gift prospectuses
PHASE I and proposals, letters of intent and gift
documentation
(12-18 month Period)
• Recruit chair(s) for Board solicitation
visits and Board Committee, as well as
Campaign Organization & Chair(s) of Leadership Gifts phase
Leadership Development • Orientation and Training of Board(s)
Campaign volunteers and staff
AND • Commence visits to all board members $5,000,000+
• Begin visits of Major Gift prospects
Initial Leadership Phase • Establish strategy for each constituency
Activities • Prepare Foundation and Corporate
proposals and/or visit strategies
51
52. Timetable - Phase II
Phase II Activity Financial Goal
• Continue Major Gifts effort
PHASE II • Refine strategies for each case
(18-24 month Period) priority
• Recruit Committee Chairs
Campaign Activity • Continue Prospect Research:
Major Gifts, Special Gifts, prospect expansion, new individual
Constituency Campaigns, prospects and corporate affiliations /
Direct Mail partnerships TBD
• Continue orientation and training
meetings
AND
• Continue cultivation visits and
stewardship of donors
Completion, Celebration
and Stewardship • Continue corporations and
foundations proposals and/or visits
52
53. Timetable - Phase II
Phase II Activity Financial Goal
• Announce campaign publicly (amount to
be determined)
PHASE II
• Conduct visits for top donors & prospects
(18-24 month Period)
• Continue cultivation events, dinners, etc.
• Recruit and train committee members
Campaign Activity • Conduct Special Gift Division receptions
Major Gifts, Special Gifts, • Begin Special Gift visits ($5,000+)
General Gifts, Constituency • Launch General Gift Division (Under
TBD
Campaigns, Direct Mail $5,000)
• Complete Special Gift Division visits
AND • Donor Recognition Activities
• Wrap-up all Leadership, Major Gift,
Completion, Celebration Corporate and Foundation solicitations
and Stewardship • Campaign Close-out
• Celebration Event(s)
53
54. $5,000,000 Gift Table
Size of Gift Number Number of Providing Cumulative
of Gifts Prospects Total
Needed Desired
A $1,000,000+ 1 3 $1,000,000 $1,000,000
B $500,000+ 2 6 $1,000,000 $2,000,000
C $250,000,+ 3 9 $750,000 $2,750,000
D $100,000 6 18 $600,000 $3,350,000
E $50,000 12 36 $600,000 $3,950,000
F $25,000 20 80 $500,000 $4,450,000
G $10,000 50 200 $500,000 $4,950,000
H Below $10,000 Many Many $50,000 $5,000,000
Totals 94 352+ $5,000,000+ $5,000,000
54
55. $10,000,000 Gift Table
Size of Gift Number Number of Providing Cumulative
of Gifts Prospects Total
Needed Desired
A $1,000,000+ 2 6 $2,000,000 $2,000,000
B $500,000+ 4 9 $2,000,000 $4,000,000
C $250,000,+ 6 18 $1,500,000 $5,500,000
D $100,000 12 36 $1,200,000 $6,200,000
E $50,000 24 80 $1,200,000 $7,400,000
F $25,000 40 200 $1,000,000 $8,400,000
G $10,000 100 400 $1,000,000 $9,400,000
H Below $10,000 Many Many $100,000 $10,000,000
Totals 188 352+ $10,000,000+ $10,000,000
55
56. Ten Core Recommendations
1. Conduct a campaign with a Phase I goal of
$5,000,000
2. Increase staff and budget of the Individual
Giving department
3. Engage PVA’s Communications department to
increase the awareness of SCRF
4. Coordinate Corporate Gift Requests to
maximize potential
5. Establish an internal task force to strengthen
the case for support
56
57. Ten Core Recommendations
6. Outsource electronic screening of PVA and
SCRF Members and other
databases, as required
7. Establish a donor cultivation & recognition plan
8. Recruit a small but influential Campaign
Committee to help lead the campaign
9. Obtain full Board support and participation prior
to launching a campaign
10. Budget campaign expenses at an appropriate
level (10% - 12%) 57
