Changing the Odds: Lessons Learned from the Kresge HBCU Initiative

changing the odds LESSONS LEARNED FROM THE KRESGE HBCU INITIATIVE KRESGE changing the odds LESSONS LEARNED FROM THE KRESGE HBCU INITIATIVE KRESGE WRITTEN BY BILLIE SUE SCHULZE The Kresge Foundation is a national foundation founded in 1924 by Sebastian S. Kresge. It is one of the largest foundations in the United States with assets over $2.9 billion. Through its grant-making programs, The Kresge Foundation seeks to strengthen nonprofit organizations by catalyzing their growth, connecting them to their stakeholders, and challenging greater support through grants. The Kresge HBCU Initiative was administered in cooperation with the Southern Education Foundation, Inc. This Foundation served as the fiscal agent and provided support for Initiative activities, including the annual learning institute. Changing the Odds: Lessons Learned from the Kresge HBCU Initiative. Copyright © 2005 by Billie Sue Schulze All Rights Reserved Printed in the United States of America ISBN 0-9776465-0-5 Kresge HBCU Initiative Table of Contents PART ONE Acknowledgments ............................................................................................3 Foreword ..........................................................................................................4 Introduction.......................................................................................................6 Chapter 1 Leadership and Change............................................................10 Chapter 2 A Comprehensive Approach ....................................................28 Chapter 3 Focus and Execution ................................................................44 Chapter 4 Creating a Learning Environment............................................64 Chapter 5 Technology and Data Issues.....................................................74 Chapter 6 Shifting the Paradigm: Outreach to HBCU Alumni................82 Chapter 7 Marketing for Fundraising Success .........................................94 Chapter 8 Improving Annual Giving .....................................................106 Chapter 9 Building a Major Gift Program .............................................118 Chapter 10 Beginning a Planned Giving Program ...................................134 Chapter 11 Appreciating Your Donors .....................................................144 Chapter 12 A Non-Traditional Capital Campaign....................................150 PART TWO Chapter 1 The Kresge HBCU Initiative .................................................168 Chapter 2 Results of the Initiative ..........................................................176 About The Kresge Foundation.....................................................................194 1 Dedication This book is dedicated to HBCU advancement professionals who work against the odds to raise awareness and dollars for HBCUs. As we go to press, two of our grantees have suffered a difficult blow. We make a special dedication of this book to the men and women in the advancement offices of our two grantees, Dillard University and Xavier University, whose lives will never be the same, following the devastation of Hurricane Katrina. 2 Acknowledgments As the program director for the Kresge HBCU Initiative, I was the common thread that ran through the program. It was appropriate for me to write the book, Changing the Odds: Lessons Learned from the Kresge HBCU Initiative. Although it is my voice that is used throughout, I must acknowledge the many individuals who helped to put this book together. Without The Kresge Foundation and the vision and caring of the members of the HBCU Task Force, there would have been no Initiative, and no book. A special thank you must go to task force members John Marshall, president and CEO; Robert Storey, trustee; Elizabeth Sullivan, senior vice president; and Ernie Gutierrez, program director – special initiatives. In addition to the members of the task force, I also want to thank the Kresge trustees for supporting the Initiative through their support and participation. The Kresge program officers provided insight and experience during our biannual meetings to discuss issues and challenges. The Southern Education Foundation (SEF) was home to the Initiative since its beginning. Lynn W. Huntley, president of SEF and Elridge W. McMillan, president emeritus, have been constant and stalwart supporters for the entire Initiative and the book. We must also thank other members of the SEF staff, especially Michael Fields, Evelyn Robinson, and Dean Stitt, who were always willing to lend a hand. Of course, the book would not have been possible without the dedication and hard work of the five grantees. Thank you for sharing your stories and your examples to help others learn from your experiences. A special thank you must go to the special editorial committee consisting of Angela Getter, TaRessa Stovall, Alice Green Burnette, and Alison Wong. Without their vision, hard ques- tions, rewrites, and researching, the workbook would never have been completed. We also thank Ann Stallard and Jenifer Cooper Melia for designing the graphics and making the book fun to use. To question, prod, push, and review the materials, we must acknowledge the amazing support of our team of advisors. We have them to thank for keeping us on target. Weeding out redundancies and finding the weak links that kept us from being clear, they faithfully reviewed copy to make certain that you would receive the very best. A special thank you to: Ms. Sandy Ambrozy, Ms. Therese Badon, Ms. Nicole Bell, Ms. Denise Cavanaugh, Ms. LaJuana Chenier, Dr. Johnnetta Cole, Ms. Jacqui Gates, Ms. Judith Jasper Leicht, Mr. Bruce McClintock, and the many others who read and commented on parts of the book. Thank you to everyone who worked so diligently to make this book possible. 3 Foreword The Kresge HBCU Initiative was a five-year, $18 million program created and funded by The Kresge Foundation of Troy, Michigan. The goal: to help five historically black colleges and universities (HBCUs) develop comprehensive advancement programs. The Initiative provided each institution with specialized funding, along with training and technical assistance, to help them develop stronger self-sustaining advancement operations. The objectives of The Kresge HBCU Initiative were to: I Support and expand the field of professional advancement officers at HBCUs. I Ensure the availability of the technology necessary for an effective advancement function. I Support HBCU presidential leadership as it pertains to the advancement function. I Help strengthen HBCUs’ advancement capabilities relating to alumni relations. I Enhance the fundraising role and personal giving of trustees and alumni. I Increase the role and financial support of African American donors generally. SELECTION Selection was a competitive process with 52 HBCUs responding to the initial RFP. Twelve semi-finalists were selected to receive an organizational assessment prepared by an advancement consultant. From that group, five were selected to participate in the Initiative and seven were given a one-time grant of $100,000. The final grantees were Bethune- Cookman College, Dillard University, Johnson C. Smith University, Meharry Medical College, and Xavier University. The additional seven semi-finalists were Alcorn State University, Claflin University, Fisk University, Morgan State University, Oakwood College, Voorhees College, and Wilberforce University. PROGRAM COMPONENTS The Kresge HBCU Initiative provided the following types of support to improve advancement operations at the five grantee institutions: I Each grantee received a grant averaging $2 million over five years to enhance staffing, technology, and programming. I The grantees received intensive training, technical assistance, and access to nationally recognized consultants. I Unrestricted bonus grants totaling up to $25,000 per year were awarded to the institutions as they achieved their annual benchmarks. A one-time, $100,000 challenge grant could be earned by achieving a special major milestone. I Emerging leaders from each grantee were provided additional training, mentoring, and shadowing opportunities. I An annual Learning Institute was held each year for advancement professionals. Four of the Learning Institutes were open to advancement professionals from all HBCUs. I Grantees were given an opportunity to benchmark with a similar institution with a successful advancement program. 4 INITIATIVE RESULTS The grantee institutions experienced many challenges, including difficulty in recruiting and retaining experienced staff members, significant turnover of vice presidents, and other diffi- culties related to a start-up operation. Despite these challenges, the Initiative made a significant difference at each of the grantee institutions. At the end of the Initiative, the five grantees have greatly increased the amount of money they raise from private sources such as alumni, trustees, and individuals. In addition, each grantee now has a comprehensive advancement program with adequate staffing, greatly improved technology, standard policies and procedures, and an ongoing and continuous program of prospect cultivation. The Kresge HBCU Initiative was an ambitious program designed to build and support improved fundraising efforts at HBCUs. The success of the grantees provides many lessons for other HBCUs. This book provides an opportunity for other HBCUs to learn from their efforts. Dr. Norman Francis, president of Xavier University in New Orleans

Load more