1. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI: Lessons Learned PBS Development Conference Baltimore, Maryland 4 October 2006

2. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative Today’s Discussion What we anticipated What we designed in response Our goals What we observed What you have accomplished Financially Organizationally Culturally Where are we now

3. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative What We Anticipated Potential for major giving growth is not a new idea Success has been demonstrated, but not widely replicated In order to achieve success there are obstacles to overcome The General Manager “job description” Station Boards’ commitment, training and experience Development staffs skill set and perspective Short term focus Few effective support mechanisms Articulating and supporting the major giving message

4. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative 2 Key Assumptions There is a need for both strategic support (how to organize for change, how to institutionalize a mission-based giving strategy) as well as tactical support (we lack some of the basic nuts and bolts skills of major gift fundraising). This is a long term process. Both stations who commit to this strategy and those who advance it as desirable must recognize that it involves a multi-year commitment of attention and resources.

5. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI Activity to Date The largest undertaking of its kind in the history of public broadcasting 117 Stations Fifteen Team Leadership Meetings Six Part Curriculum 20 Web Lectures 355 Cohort calls Implementation Consulting 1200+ days to date Video Materials Prospect Research Website majorgiving.cpb.org

6. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative Our Goals Revenue Increase net revenue from major gifts Increase major giving as a percentage of total gifts from individuals Increase median gift size among major donors Increase major giving rate of growth

7. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative Our Goals Outcomes for all Stakeholders General Managers Board Members Development Team Station Staff Donors Community

8. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative What We Have Observed Creating a Culture of Philanthropy Consistency of Messaging Internal Communications Rewards structure that does not encourage internal collaboration Getting back to “Zero” Strategy is Execution Time and Resources

9. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative New Opportunities Our Boards (or more properly our Board Members) What happens when you begin the mission conversation Allowing the fundraising to match the mission or servants’ entrance to community involvement

10. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI Timeline

11. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI Accomplishments Our original financial goals: Increase net revenue from major gifts Increase major giving as a percentage of total gifts from individuals Increase median gift size among major donors Increase major giving rate of growth

12. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative

13. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative

14. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative

15. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative

16. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative $10,000+ Donors Round 1 Stations

17. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative MGI Accomplishments And it’s more than just the money Mission, Vision, Values & Case Development New Board/Volunteer Involvement Revitalized (or newly created) Development Committees Staff restructuring: Staff buy-in Formalized prospect identification, cultivation and stewardship programs

18. funded by the Corporation for Public Broadcasting Public Television Major Giving Initiative 10 Thoughts Just Do It Leadership is the key It Takes a Vision Persistence and patience pay off Teamwork Makes it Happen Plan-it MGI Systems Liberate Creating (or accepting) a Sense of Urgency Sometimes its structural Think Locally