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(As seen in Atlanta Hospital News)
Peter L. Mulford, FACHE
NCDS Senior Vice President
I was behind the wheel, and beside me was a well-connected gentleman from our community. Our quest was to secure a major gift to the hospital capital campaign where I was CEO. Before we arrived, my companion informed me pleasantly but tersely, “Pete, I opened this door, but I’m not the closer.”
As a hospital executive for three decades, I met with many dozens of affluent prospects, and it was a rare occasion when a volunteer jumped at the chance to “ask for the order.”
Today, as Senior Vice President of National Community Development Services, I help organizations accomplish their missions by initiating intensive, process driven fundraising campaigns. Most of the campaign “asking” is done by a skilled NCDS professional. Since its founding 30 years ago, this Atlanta based firm has honed its ability to crack into the corporate checkbook, among other sources of funds. We cultivate donors and demonstrate a compelling R.O.I. We then convert that rationale into a major philanthropic gift. Hospital CEO’s have been among NCDS’ top volunteer leaders on campaigns ranging from $1 million to $20 million. Most of those campaigns were for chambers of commerce and economic development entities seeking to attract growth and capital investment.
Any serious capital campaign begins with a feasibility study. If this analysis concludes that the vision, mission, leadership, and need are right for raising money, NCDS takes an approach not typically pursued by hospitals. We tackle the toughest job - making the asks. Taking this burden off the backs of volunteers puts campaigns on a fast track and, incidentally, generates a whole lot more money. NCDS provides a fulltime, experienced pro to work with the hospital’s development executive to cultivate donors, and uses its ProCall© methodology for the demanding and crucial work of closing.
Most clients say the benefits of our approach start with the fast-track timetable. Using a fulltime project director, a hospital can shave as much as a year off a campaign timeline. While other hospital campaigns often span two years from feasibility study to completion, the NCDS model normally accomplishes the same in just ten to 12 months. One important time savings is that solicitations are not delayed because of difficulties involved in working around the increasingly limited availability of volunteers.
A compact fundraising window has cascading benefits. Projects can begin earlier when money comes in sooner. Often, great savings are possible on escalating construction costs in building projects, or faster startup of service programs. Investment officers are pleased to accommodate gifts that arrive earlier, too.
CEOs and development executives require the support of volunteer board members to be successful. Recognizing their “call reluctance,” and relieving them of the solicitation burden, frees them for important strategy and policy assignments.
The announcement of a fundraising campaign puts added pressures on development executives. Success is expected, yet expectations don’t ease on other fronts. The annual appeal must continue, special events must be managed, and planned giving always needs more attention. Bringing on a seasoned veteran to take the reins of “special” campaigns allows development executives to monitor and guide the process, while preserving time to handle parallel responsibilities.
Last year, over $250 billion in philanthropic donations flowed to not-for-profits. Hospitals and healthcare organizations received over $23 billion – or nine percent. With hospital operating revenues under pressure, bad debt and charity care increasing, and demand for capital resources and investment climbing, it is not surprising that eyes turn quickly to fundraising as a means of closing the gap. Now may be the time for you to adapt, and adopt an aggressive, efficient campaign model conducted by professionals. Opening doors is important, but closing is crucial.
© 2007 National Community Development Services, Inc. All Rights Reserved.
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