Jim Hackney's power point presentation at the Entrepreneurial

1. James Hackney
Jim.hackney@fundraisingcounsel.com

13. For today: What must we accomplish to
sustain our museum’s current operations and
serve our community well?
AND
For the future: What must we achieve to
position our museum for capital
improvements and endowment growth that
will fulfill our shared vision?

14. Museums!
• 17,500 + Museums in the US
• 775 Accredited by AAM
Natural History
7%
Art
29% General
5%
History Other
51% 5%
Sci-Tech
3%
Source: American Association of Museums

15. Budgets!
$10,000,000+
$1,000,000- 1%
9,999,999
19%
Under $200,000
46%
$500,000-999,999
10%
$200,000-499,000
24%
Source: American Association of Museums

16. • Government
• Business
Government
• NGO
NGO Business

17. United States
Museum Operating Income –
20 year trend
40%
35%
30%
25%
20% 1989
15% 2008
10%
5%
0%
Government Contributed Earned Investment
American Alliance of Museums

18. Source: Giving USA Foundation™/GIVING USA 2012

19. Source: Giving USA Foundation™/GIVING USA 2012

21. ANNUAL Endowment
CAPITAL
Capital
ENDOWMENT
Annual
21

22. ◦ MISSION/CASE: “What will my gift enable our
museum to do that it is not now doing or it will not
be able to do?”
◦ LEADERSHIP: “Who is going to tell the story and
make the ask, keep us motivated and motivate
others to give?”
◦ RESOURCES/FUNDRAISING PLAN: “How are we
going to do it?” “Where will the leadership gifts
come from?” “Who will be our core sustaining
supporters?”

23. 23

24. 24

25. 25

26. Museum Gift Grid I
Source Unrestricted / Restricted
Annual/Membership
Small gift current $25-$999 $1,000-$5,000
income
Major gift income / $1,000-$50,000 $25,000-$1,000,000
assets
Mega gift assets / $1,000,000+ $1,000,000 or more
estate

27. Museum Gift Grid II
Identification Involvement Solicitation Solicitation Solicitation Driven by
Method Relationship Frequency
Small gift in-house file minimal mail /email impersonal yearly or more Museum
purchase list phone
Membership event
front desk
Major gift past donors established face-to-face peer every 3-5 yrs Museum/
suspects relationship president Donor
executive dir.
dev. officer
board member
volunteer
Mega gift past donors personal rel. personal one who once or more donor
life event strong feelings evolves donor trusts desire for
inheritance specific interest stewardship admires, change
sale of stock up front believes in “pay-back”
recognition

28. CONNECTIVITY MATRIX
High
Major Gifts
ANNUAL FUND
PLANNED GIFTS
Low
High
Low Passion for your museum
Created by Alexander Haas, Inc. 2011

29. Cultivation
Solicitation
Stewardship

30.  Get people to give you 500 Euros every year.
 Involve them in activities.
◦ Receptions
◦ Special tours
◦ Lectures
◦ Events for only Club members

31. SAMPLE RANGE-OF-GIFTS TABLE
Campaign Goal of $20,000,000
No. of Gifts Size Amount Total % of Goal
1@ $4,000,000 $4,000,000 $4,000,000 20%
1@ $2,000,000 $2,000,000 $6,000,000 30%
3@ $1,000,000 $3,000,000 $9,000,000 46%
6@ $ 500,000 $3,000,000 $12,000,000 60%
10 @ $ 250,000 $2,500,000 $14,500,000 73%
15 @ $ 100,000 $1,500,000 $16,000,000 80%
20 @ $ 50,000 $1,000,000 $17,000,000 85%
25 @ $ 25,000 $ 625,000 $17,625,000 85%
Many under $ 25,000 $2,375,000 $20,000,000 100%

32. Campaign Coordinator
Training
RANGE-OF-GIFTS TABLE
• Top Gift
– What is Needed
Balanced with
Expectation
– 20%+
• 10 - 30 Top Gifts
– 40 - 75% of total
• “Public” Gifts
– 10% or less.

33.  Educates leadership
 Educates prospective donors
 Focuses volunteers

34.  Because they are asked!
◦ By the right person, for the right cause, at
the right time.