Inside Story on a $1.5 Billion Capital Campaign (part 4 of a series)
By Tom Wilson Major Gifts Guru
Notes from an AHP International presentation (9/09) from David Woodruff,
Executive Director and COO for Development for
Final Comments as You Plan a Campaign
Ask the tough question – “Is a campaign necessary?”
The good part of campaigning is that it sets an institutional goal and challenge. Woodruff noted: “For MGH we’re so big we needed the energy of a campaign to unite the Hospital.”
For Massachusetts General Hospital campaigns:
- Force strategic thinking and promotes cross fertilization of disciplines
- Unifies themes and a marketing image
- Builds institutional constituencies versus the departments
- Encourages institutional investment in development
- Demonstrated community impact – has turned out to be very important
- Position your heritage and your vision for the future.
What types of projects got included in their campaign?
1) Institution-wide priorities
2) Physician and departmental leadership
3) Existing core of volunteers
4) Market appeal
5) Implementation of a multi-disciplinary approach
Challenges ahead – keeping the annual fund moving for unrestricted giving; building a culture of volunteer fundraising (they only have a 14 member board with half of them physicians), moving beyond grateful patients to potential donors in the community.
“We try to show how Mass Gen benefits the economy and the community. We know we haven’t told our story to enough of the right people. We’ve got to let people know of our phenomenal accomplishments.”
This post is part of a series. To read the other posts in the series, please click the links below:
Permanent Link: Inside Story on a $1.5 Billion Capital Campaign (part 4 of a series)
http://majorgiftsguru.com/2009/11/inside-story-on-15-billion-capital.html
0 comments:
Post a Comment