The Committee on Foundations (CoF) held its 12th Annual Workshop April 30-May 2 in Portland, Oregon—“Everything You Always Wanted to Know about Fundraising and Development.” The Oregon Psychoanalytic Center (OPC) was the proud local host; CoF, the national.
Co-chaired by Selma Duckler and Mark Smaller, CoF over the years has provided a support system for members involved in fund-raising or wanting to learn more about foundation activities, including fundraising. More than 20 persons—APsaA members, local foundation board members, and professional fundraising staff from around the country—exchanged ideas and shared experiences.
With fundraising, an organization might be able to secure a contribution from someone once, perhaps twice. With development, donors become meaningfully involved in an organization in a way that encourages them to support it over a long period of time.
Recognizing the value of social events as an integral part of the workshop, CoF began the weekend Friday evening with a reception on the banks of the Willamette River at the home of one of OPC's founders and friends, and a gracious hostess, Marianne Buchwalter.
Saturday's program was a full day of informative presentations. Lee Shershow, OPC president; Jim Grew, OPC board member; and Doris Jewett, head of the OPC Consultation to Daycare Center Program, gave an overview of the Center. Jewett's presentation included the screening of a professionally produced videotape on the Daycare Program that is used in a variety of ways throughout the community. The Portland Program, since its inception in 1998, has become a model of outreach for other psychoanalytic groups. Shershow and Grew focused on the evolution of Oregon from an institute to a center and on its various fundraising activities, including the model OPC membership program.
Dean K. Stein, APsaA's executive director; Toni Doyle, former director of development of the San Francisco Psychoanalytic Foundation; and Andra Lichtenstein, principal and founder of Capital Incubator, participated in a panel discussion on fundraising and development.
Lichtenstein provided an orientation to “Preparing for a Capital Project.” Lichtenstein, who has a background in both banking and non-profit finance, has overseen capital projects at varying levels, including the processing of tax-exempt bond financings from predevelopment through closing and debt financing.
For organizations considering a capital campaign, Lichtenstein stressed the importance of the organization's vision versus its readiness to undertake a campaign, and the strategic planning required for such an endeavor. Capital campaigns afford visibility for an organization's programs and build organizational resources. Lichtenstein serves on the Board of the San Francisco Foundation for Psychoanalysis and is well acquainted with the nuances of psychoanalytic organizations and the challenges they face.
Stein, who has an extensive background in fundraising, discussed what he considers the two most important points of the workshop's topic: 1) understanding the difference between development and fundraising; and 2) understanding development itself.
Stein pointed out that fundraising is a means of asking for money that can be done in a variety of ways: by letter, by an invitation to an event, a phone call, a raffle, or an in-person solicitation. Development, on the other hand, is the means for realizing the long-term potential of a funding source. With fundraising, an organization might be able to secure a contribution from someone once, perhaps twice. With development, donors become meaningfully involved in an organization in a way that encourages them to support it over a long period of time.
Stein remarked, “I have a colleague who is my fundraising mentor. Almost 20 years ago, when we first met and were working together, I was always talking about ‘hitting people up for money.’ He finally said one day, ‘Dean, in this organization, we don't hit anyone up for money. We give people the opportunity to participate in our vision.’ I initially laughed at him, but he couldn't have been more serious. He gave me a cliché that I use to this day to guide me in fundraising. ‘If you want suggestions, ask for money. If you want money, ask for suggestions.’”
For small organizations with little or no staff, Stein advised: “Focus on the 10 potentially most helpful people in your constituency.”
Dottie Jeffries, APsaA's director of public affairs, and Eileen Murray, director of the Foundation on Research and Education of the American Health Information Management Association, presented their ideas on “Communication, Public Relations, and Fundraising: An Integrated Approach.” Murray emphasized the importance of reaching your constituents and making sure that they understand the mission of your foundation or fundraising entity. Those attached to the organization—whether they are members, faculty, board members, students or friends—are those with whom you need to communicate first. They are all potential donors, but won't be prompted to give without a full understanding of the mission and programs. Jeffries stressed the importance of communication via the Web, including online giving opportunities.
Smaller and Duckler closed the workshop with an opportunity for participants to share their own endeavors in a roundtable fashion.
The value of such a workshop is the ability to focus on one important topic. Participants come away with not only helpful information but also a broader network of people they can call on for assistance.