Fundraising Skills for Health Care Executives Joyce J. Fitzpatrick, PhD, RN, FAAN, is Elizabeth Brooks Ford Professor of Nursing at the Frances Payne Bolton School of Nursing, Case Western Reserve University (CWRU) where she was Dean of Nursing from 1982 through 1997. During her tenure as dean, the endowment of the school was increased from approximately $8.5 million to $50 million and the School obtained 10 endowed chairs for nursing. She provided the leadership for two capital campaigns for nursing; in the latter campaign the School of Nursing raised more than $26 million. Dr. Fitzpatrick is well known as an international scholar and leader in nursing. Sandra S. Deller, BA, is Director of Major Gifts and Special Assistant to the Vice President for University Relations and Development, Case Western Reserve University. The University development team, of which she is a part, successfully raised $101.3M in total gifts and pledges in 1998-99. She has been a fundraising professional for 17 years. She led the CWRU School of Nursing development staff in two successful campaigns, first a campaign for critical care nursing in which $5.5M was raised, and a component of the University's $350M capital campaign in which the school of nursing raised over $26M. Ms. Deller is on the Board of the Greater Cleveland Chapter of the National Society of Fund Raising Executives. Fundraising Skills for Health Care Executives Joyce J. Fitzpatrick, PhD, RN, FAAN Sandra S. Defler Springer Publishing Company Copyright © 2000 by Springer Publishing Company, Inc. All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of Springer Publishing Company, Inc. Springer Publishing Company, Inc. 536 Broadway New York, NY 10012-395 5 Acquisitions Editor: Sheri W. Sussman Production Editor: Pamela Lankas Cover design by Susan Hauley 00 01 02 03 04 / 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data Fundraising skills for health care executives / Joyce ). Fitzpatrick and Sandra S. Deller. p. cm. Includes bibliographical references and index. ISBN 0-8261-1367-2 1. Nursing schools —Endowments. 2. Medical education —Endowments. 3. Health facilities — Endowments. 4. Fund raising. 5. Fund raisers (Persons). I. Fitzpatrick, Joyce }., 1944-. II. Deller, Sandra S. RT73.F86 2000 362.1'068'l-dc21 00-058829 Printed in the United States of America Contents Contributors vii Preface ix 1 Introduction 1 Joyce }. Fitzpatrick and Sandra S. Deller 2 History of Philanthropy 7 Joyce J. Fitzpatrick and Sandra S. Deller 3 Basic Principles of Development 11 Sandra S. Deller and Joyce J. Fitzpatrick 4 Types of Gifts, Ways of Giving, and Special Fnndraising Activities 24 Sandra S. Deller and Joyce J. Fitzpatrick 5 Reasons for Giving 38 Joyce /. Fitzpatrick and Sandra S. Deller 6 Individual Gifts 44 Joyce J. Fitzpatrick and Sandra S. Deller 1 Planned Giving 55 Duncan Hartley 8 Foundation and Corporate Development 76 Myrna J. Petersen 9 Volunteers and Committees for Fundraising 95 Joyce J. Fitzpatrick and Sandra S. Deller 10 Campaigns 103 Sandra S. Deller and Joyce J. Fitzpatrick 11 Stewardship and Recognition 113 Sandra S. Deller and Joyce J. Fitzpatrick V vi Contents 12 Case Studies 119 Joyce }. Fitzpatrick and Sandra S. Deller 13 Staffing the Development Office and Other Organizational Issues 124 Joyce J. Fitzpatrick and Sandra S. Deller Appendicess A Sample Gift Table 135 B Resources and Bibliography for Fundraising 137 C Endowed Chairs Articles 145 D Fundraising Articles 157 E Fundraising Reports from the Council for Aid to Education 167 Index 187 Contributorss Duncan Hartley Assistant Vice President University Relations and Development and Head Office of Gift Planning Case Western Reserve University Cleveland, OH Myrna Petersen Director Foundation and Corporate Relations School of Nursing University of Maryland Baltimore, MD vii This page intentionally left blank Preface Over the past 10 years we have received a number of requests from colleagues, primarily deans of schools of nursing, to provide con- sultation regarding fundraising. Although we consistently have communicated the fact that there is no magic, we also have shared the tech- niques and the processes that are embedded in successful efforts such as the one that we led at the Case Western Reserve University School of Nursing in the 1990s. There are many skills that can be taught, practiced, and imple- mented. Yet, fundraising remains at the core an interpersonal process. Together we were able to capitalize on each other's strengths, and develop both the structures and processes to position the school of nursing as a positive force within the local, national, and global nursing commu- nity. The public relations aspect of our fundraising efforts was ever present, not only in the formal components of our work, but also in the informal communication and activities. Both our public relations and our fundrais- ing endeavors were recognized. Through the campaign for the School of Nursing we successfully raised over $26 million, and positioned the School in the leadership role that it continues to enjoy in the nursing and health care environments. We know that others laid the groundwork for the successes that we shared, including leaders within the university and school environment. And, as we have communicated in this book, we believe that everyone engaged in fundraising must assume a long-term perspective. Thus, we believe that we have planted the fundraising seeds for generations to come. We present this book as a practical guide for the novice, as well as expe- rienced deans and executives within health care institutions, and for the development officers within these organizations. We have described the strategies and activities that worked for us so that others can adapt them to their own challenges in fundraising. We encourage you to adapt them cre- atively, and to find the cadence in fundraising that works within your team and institution. JOYCE J. FITZPATRICK SANDRA S. DELLER IX