Children’s Organ Transplant Association
Giving Hope … Making Miracles
MEMORANDUM
Memo To: Strategic Planning & Marketing Committee members Rob Aukerman
Tim DeBruicker Matt Drowne Scott Ganton James Gilroy, Chair Sharon Knapp
Cc: Tony Paganelli, Doug Lippert, Jim Inman and Kari Wegmann
From: Rick Lofgren, CFRE
President
RE: November 14, 2014 Strategic Planning & Marketing Committee Meeting
Date: October 31, 2014
Please find attached the proposed agenda for our meeting on Wednesday, November 12th from 7:00-8:00 PM. You will find the minutes from our last meeting in August, and the updated 2014-2015 Goals & Objectives. We will also have updates on several projects for the marketing and communications areas to share with the group regarding a great, but not record-setting, year. To dial into the conference call: dial 805.360.1000 and when prompted, press 958265#. You will hear a click or beep and will be briefly placed on hold, and then patched into the call. If you need, lodging Friday night will be at a new hotel, the Bloomington Holiday Inn Express, at 117 South Franklin Road (off 37 and Second Street), and Kari can send a map to the hotel if you need it. Please also let me know if you would like a room held in your name for the meetings.
Please call Kari or me at 812.336.8872 or 800.366.2682 if you are unable to attend the meeting, and I will look forward to speaking with you soon!
2501 West COTA Drive · Bloomington, Indiana 47403
Children’s Organ Transplant Association
Giving Hope … Making Miracles
Strategic Planning & Marketing Committee November 12, 2014
7:00 – 8:00 PM Proposed Agenda
I. Call To Order Mr. Gilroy
II. Approval of Minutes for August 15th Meeting Committee
III. Review of 2014-2015 Goals & Objectives Mr. Lofgren
IV. Marketing Team Update Mr. Inman
V. Development Update Mr. Lippert
VI. #GivingTuesday Presentation Ms. Wegmann
VII. 2015 Miracle Maker Celebration Update Committee
VIII. Adjournment Mr. Gilroy
2501 West COTA Drive · Bloomington, Indiana 47403
Children’s Organ Transplant Association
Giving Hope … Making Miracles
2501 West COTA Drive · Bloomington, Indiana 47403
Phone: 800.366.2682 · Fax: 812.336.8885 · Email: cota@cota.org · Web: www.cota.org Strategic Planning & Marketing Committee Minutes
Friday, August 15, 2014 7:00 – 9:00 PM
Committee chair James Gilroy called the Strategic Planning & Marketing Committee meeting to order at 7:05 PM. Committee members included Rob Aukerman, Scott Ganton, Matt Drowne (via
conference), and Tony Paganelli (ex officio); and staff members Jim Inman, Doug Lippert and Rick Lofgren were also part of the discussion. Committee members, Tim DeBruicker and Sharon Knapp were unable to attend.
The first item was that the chair called for the review of the meeting minutes from May 16, 2014. Mr. Gilroy called for a motion to approve the minutes as presented, and this was made by Mr. Aukerman; seconded by Mr. Gilroy, and unanimously approved.
The second discussion item was the President’s Report and was relative to the corporate goal update: 1. Meet the Basic Financial Need (BFN) of all families. Staff reports BFN was met for all
patients during the fiscal year.
2. Identify new Board of Director members who have professional expertise in areas of perceived need. Clif Tooley began role as new member in August 2013; Matt Drowne joined in November 2013; and Scott Price and David Ormstedt in July 2014.
3. Manage relationships with key persons at 60 largest pediatric transplant & CF centers. Sixty-two centers visited, as well as presentations to more than 400 transplant professionals at several conferences.
4. Generate 500 First Contacts (stretch of 550). 425 First Contacts fell short of 500 goal and 546 the prior year, however staff achieved a record 45.8% conversion ratio.
5. Secure and provide services for 210 new families (stretch of 220 & 230). 194 new
patients/campaigns compares to 198 in prior year, with 23 new families scheduling training for early in the next fiscal year. While short of goal and the 200 campaign level, this was the second best year for COTA.
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6. Train and support volunteers to generate ~$5.44M of campaign gift income for all levels
(stretch of $5.75M & $6M). Income fell short of goals with ~$4.77 million, which was (again)
the second best year for COTA.
7. Operate within $2,070,000 operational budget (total budget of ~$6.0M). Operated $68,727 below expense budget.
8. Generate investment income of $1,525,000. Income below budget at $1,474,414, and the net of gains/losses is positive $881,000 due to Lehman Brothers final write-down (realized loss of ~$339,000). Cash-flow was not adversely impacted here due to staff monitoring.
9. Generate average income of $40,000 for Level ‘A’ campaigns that began fundraising in 2012-2013 (stretch of $42,500). Level A teams raised an average of $38,757, which while below goal and not a record, was an increase over the prior year.
10. Generate average income of $23,000 for Level ‘B’ campaigns that began fundraising in 2012-2013 (stretch of $25,000). B campaigns raised an average of $15,137.
11. Generate $275,000 of unrestricted gift income (stretch of $300,000). Goal surpassed with a record $337,000+ raised.
12. Conduct a new George Taliaferro-themed event resulting in $50,000 in unrestricted income (stretch of $75,000). Event was a major success with a total of $124,625 raised and ~ $65,000 of net proceeds.
The next agenda discussion was the review of the Director of Marketing Report detailing marketing and communications projects. Mr. Inman discussed the slight decrease in campaigns from 198 to 194 as well as the larger decrease in the number First Contacts (FC), were down by ~25%, which was partially offset by significant increase in the conversion ratio. He also discussed that staff visited 62 transplant centers, compared to 50 for the prior year, and the more than 400 transplant professionals that received our information at various conferences over the past year.
Jim also discussed social media group on Facebook from 2,930 to 4,090 as well as a 50% growth rate on Twitter from 550 to 793. At the next Strategic Planning & Marketing Committee meeting staff will bring a proposal for a social media marketing plan, along with additional items for the members to consider as “big picture” objectives for COTA’s future.
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Doug Lippert next presented a report on the Director of Development update and projects. After discussing the major jump in the unrestricted fundraising area, and the fact that the Miracle Maker Celebration received more than $35,000 more than projections over the past year. He also reported on the recent successes with Miracle Maker activities including an event on August 30 in Cleveland. Doug highlighted a Missouri softball tournament poised to raise more than $4,000 by the Easton Rayoum family.
Finally, Mr. Lippert highlighted the incredible outcomes from The American Legion during the past year including the Department of Florida that raised more than $95,000 for Florida children. Doug also commented that he and Rick will be at the national convention in Charlotte, North Carolina later in August as well as a $43,000 grant application submitted to the Child Welfare Foundation.
The next agenda item was the preview of the 2014-2015 Goals & Objectives. Mr. Lofgren stated that so soon into the fiscal year there are no significant updates to report, but noted that no changes are proposed to the current approved document and are as follows:
1. Meet the basic financial need (BFN) of all COTA families. 2. Secure and provide services for all new families.
a. Assist 215 new families (stretch: 236).
b. Train and support volunteers to generate ~$5.375M of campaign gift income for all levels (stretch: $5.75M). 3. Manage relationships with key persons in the 70 largest pediatric transplant and CF centers.
4. Generate 500 First Contacts through transplant center visits, national partnerships and new Patient Incentive Program (stretch: 550).
5. Generate operating income of $2,178,800 (total budget of $5,784,800) to meet COTA operational needs.
a. Investment income of $1,755,000.
b. Generate $305,000 of unrestricted gift income (stretch of $325,000). c. Rental and other income of $118,800.
The final discussion item surrounded the final review of, and successes attained, during the 2014 Miracle Maker Celebration. The staff detailed several items, including a number of sponsors
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(totaling nearly $65,000) who supported the event prior to the evening, supporters who were neither sponsors nor guests (~$15,000), and those who did so during the event ($45,000+) on June 28th. Discussion followed a presentation of the event timeline and details; how board members support impacted the outcome at the event; and a very basic program review. Staff also thanked Sharon Knapp for her efforts to chair the event with a special note that the process went more smoothly than
anticipated.
Several ideas for the 2015 event were raised including speakers, venue and the “cost vs. investment” discussion regarding the speaker and fees. This discussion carried over to the board meeting and additional notes are included in the meeting minutes there as well. No formal action was needed here, but many ideas will be looked into further by staff and implemented for the 2015 MMC event.
There being no additional business, Mr. Gilroy called for a motion to adjourn the discussion at 9:00 p.m., and the motion was offered by Mr. Ganton; and seconded by Mr. Aukerman, and passed. The next Strategic Planning & Marketing Committee meeting will be in Bloomington on November 14th & 15th.
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ORGANIZATIONAL GOALS:
1. Meet the basic financial need (BFN) of all COTA families. Achieving this goal through September 2014.
2.5%
2. Secure and provide services for all new families. a. Assist 215 new families (stretch: 236).
64 new teams through October 2014 (59 in prior year).
b. Train and support volunteers to generate ~$5.375M of campaign gift income for all levels
(stretch: $5.75M).
~$1,187,000 raised for patients compared to $1,181,000+ in prior year.
1.75%; .75%
3. Manage relationships with key persons in the 70 largest pediatric transplant and CF centers. Visits to 13 centers through October, along with two major conferences with more than 400 professionals.
4. Generate 500 First Contacts through transplant center visits, national partnerships and new Patient
Incentive Program (stretch: 550).
150 FC’s and a 58% FC conversion ratio, compared to 150 FC’s and 37.5% conversion ratio in prior year.
1.5% 1.0%; .5%
5. Generate operating income of $2,178,800 (total budget of $5,784,800) to meet COTA operational needs. ~$892,000 in operating income and $2.1M in total revenue through September.
a. Investment income of $1,755,000. $391,000+ of investment income & ~$387,000 in real gains. b. Generate $305,000 of unrestricted gift income (stretch of $325,000). $79,000+ through Sept. c. Rental and other income of $118,800. $29,700 through September.
1.0%; .75%; .25%
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I. FAMILY & CAMPAIGN SERVICES Families:
1. Meet the Basic Financial Need (BFN) of all COTA families. Achieving this goal through September 2014.
2. Provide orientation to families regarding reimbursement process and ongoing services. Achieving this goal through September 2014.
3. Evaluate and make contacts with families who have unmet needs and make recommendations for reallocation(s). More than 40 families contacted through September.
4. Research online solution to allow families to review requests and reimbursement activity on cota.org. Ongoing.
New Patient Family Acquisition:
1. Generate 500 First Contacts through transplant center visits, national partnerships and new Patient Incentive
Program (stretch: 550).
150 FC’s, compared to 150 FC’s.
2. Achieve 43% “First Contact” conversion rate.
58% FC conversion ratio, compared to 37.5% in prior year. Families and Campaigns:
1. Provide services for 215 new patient families. 64 families through October, compared to 59 in prior year. a. 102 Level A: 24 teams through October.
b. 50 Level B: 15 teams through October. c. 58 Level C: 23 families through October. d. 5 Level D: 2 family through October.
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More than $1,187,000 raised for patients compared to more than $1,182,000 in prior year. 3. Generate average income of $38,000 for Level ‘A’ campaigns that began fundraising in 2013-14.
$28,246 through August 2014.
4. Generate average income of $20,000 for Level ‘B’ campaigns that began fundraising in 2013-14. $15,290 through August 2014.
II. MARKETING & PROMOTION Marketing:
1. Manage relationships with key persons in the 70 largest pediatric transplant and CF centers. 13 center visits completed through October 2014.
2. Communicate with appropriate media to support fundraising.
3. Correspond with transplant professionals and transplant-related organizations using print and electronic tools on at least a monthly basis.
Ongoing process with several mailers/email blasts in the works, and two sent/planned monthly through October. New Round Table conference call initiated on October 29th.
Electronic Communications:
1. Expand and optimize COTA website resources.
New community campaign websites being beta tested with anticipated roll-out in early December. COTA corporate website redevelopment is ongoing and anticipated launch in late 2014.
2. Analyze metrics to evaluate effectiveness of electronic media. Ongoing.
3. Optimize marketing and training with transplant professionals.
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October.
4. Increase reach of viral marketing, social networking, training and donation options with Miracle Makers and families to increase gift income, as well as patient and organizational exposure.
Online donations totaled 6,269 gifts and $580,321 compared to 2,928 and $442,090 in prior year through September.
5. Develop new electronic resources to provide increased access for to families and professionals to contact COTA. New campaign websites being rolled out in December, with cota.org redesign slated for winter launch.
Public Awareness and Education:
1. Maintain appropriate connections with donor education organizations and links to national and state-based Donate Life registration sites.
Ongoing.
2. Position COTA as a media resource for transplant funding issues. Multiple initiatives here with transplant professionals and partners.
3. Create mechanism to reach out to bloggers to position COTA as a resource for transplant families. Research being done here currently.
III. ORGANIZATIONAL FUNDRAISING Current Gifts:
1. Raise $305,000 for operational support.
Approximately $79,000 (plus nearly $30,000 from Legion grant) raised compared to >$40,000 last fiscal year. 2. Manage Miracle Makers program with partners to increase gift income totaling $300,000.
Several opportunities here with MMC, Legion activities, and many other COTA and campaign-related projects. 3. Conduct Miracle Maker Celebration resulting in $75,000 in undesignated income.
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4. Manage the direct-mail and e-solicitation program to increase gift income totaling $50,000.
Mailed Christmas 2014 appeal begun in September; electronic version and #GivingTuesday activities in-process. 5. Achieve 100% participation for staff and board giving.
Achieved this in calendar year 2014. Deferred Gifts:
1. Identify planned gift prospects and communicate with selected major and planned gift donors at least three times annually.
2. Produce and distribute planned giving newsletter (Gift Legacy) twice annually.
First Legacy of Hope newsletter sent in Winter 2015; a second is planned in mid-2015, and bequest post card scheduled to be mailed in September 2014.
IV. FINANCIAL INTEGRITY & RESPONSIBILITY Budget and Financial Management:
1. Generate operating income of $2,178,800 (total budget of $5,754,800) to meet COTA operational needs. $891,000+ through September for operating and $2.1M for total revenue through September.
2. Manage overall budget with goal of 85% of all expenses being “Program Expenses”. 83% program through September.
3. Generate interest and dividends of $1,755,000. $391,000+ through September.
4. Manage relationship with investment advisor to ensure adherence to investment policy and for operational needs. Monthly meetings with investment manager; managing potential deficit of $60,000 with multiple alternatives. Staffing:
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New part-time staff member, Erin Stockman, began in early July on Family Services team with plan to move to full-time status inn spring.
Property Management:
1. Manage rental agreement with tenant(s) and $118,800 in revenue.
Property management going well; tenants inquiring about additional space. 2. Oversee property management.
V. QUALITY OF SERVICE Quality of Service to Families:
1. Evaluate and adjust tactics and processes to improve service. Ongoing process.
2. Respond to all family requests within two business days. Ongoing process; currently being accomplished.
3. Process reimbursement requests within five business days. Ongoing process; currently being accomplished.
4. Create “about COTA” videos to introduce the organization to families. Project on hold until new community campaign websites are online. Quality of Service to Transplant Professionals:
1. Evaluate and manage Transplant Professional relationships. Ongoing process.
2. Maintain regular communications with Transplant Professionals. Ongoing process; currently being accomplished.
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Ongoing process; currently being accomplished.
4. Develop and implement transplant center campaign to provide increased access to families and professionals resulting in a 20% increase in First Contacts.
Ongoing process.
Quality of Service to Volunteers:
1. Evaluate and manage volunteers and services. Ongoing process.
2. Evaluate and enhance communications with volunteers. Ongoing process.
3. Create five training videos to help volunteers with commonly used and successful activities. Ongoing process once new community campaign sites are online.
4. Respond to all volunteer requests within two business days. Currently being accomplished.
VI. MISSION & BOARD DEVELOPMENT Board Development & Training:
1. Identify two Board of Director nominees who have professional expertise in areas of perceived need. Goal attained with addition of David Ormstedt and Scott Price.
2. Recruit two new President’s Advisory Council members.
3. Facilitate board members’ personal involvement in the Miracle Maker program.
4. Plan and implement board training session for annual strategic planning and training retreat. 2015 planning retreat will be on February 20, 2015.
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VII. STAFF DEVELOPMENT
Staff Member Training & Retention:
1. Encourage participation in training and professional growth opportunities. Staff regularly participate in seminars and webinars.
2. Conduct annual performance reviews.
Staff evaluations are up-to-date through October.
INDIVIDUAL GOALS RICK LOFGREN:
1. Operate within $2,178,800 operational budget. Currently under budget by $54,203.
2. Generate $305,000 of undesignated gift income.
Currently at $79,000+ (plus Legion grant of ~$30,000) through September compared to $39,032 in the prior year.
3. Manage relationships with 20 key transplant centers and two national transplant professional organizations (TFCA and STSW) to result in a total of 150 FC’s.
Visits to twelve centers scheduled through October as well as presentations at two major national conferences to more than 400 professionals.
4. Hire new staff as reflected in the 2018 Miracle Makers Growth Plan as soon as it is financially feasible.
New part-time staff member, Erin Stockman, began in early July on Family Services team; full-time in spring. 5. Conduct Miracle Maker Celebration resulting in $75,000 in undesignated income.
2015 MMC is in planning stages on Saturday, June 27th at the Indianapolis Museum of Art.
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Scott Price and David Ormstedt elected to begin terms on July 1, 2014. 7. Achieve 100% board and staff participation in COTA giving programs.
Ongoing process; currently meeting this goal in calendar year 2014. 8. Raise $50,000 for Miracle Makers Endowment.
Ongoing; no new totals here in the current year. LISA FULKERSON:
1. Have audit fieldwork completed by August 10, 2014. Fieldwork completed by August 7th.
2. Operate within $2,178,800 operational budget.
Under total budget by $72,000+. Under Operating budget by $54,000+. 3. Manage relationship with investment advisor.
Transferred $250,000 in September and $200,000 in October. 4. Property management for COTA and tenant.
Continued talk regarding additional space.
5. Hire new staff and shift staff duties as reflected in the growth plan. Hired Erin Stockman in July.
6. Manage human resources department and processes, and investigate additional opportunities for time and cost savings with staff members.
a.) Review and update staff wage ranges.
Completed full staff review and updated ranges for each current position.
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JIM INMAN:
1. Manage Marketing Team; direct campaign training structure, scheduling and personnel with campaign team. In process. Weekly discussions with team about processes and projects as well.
2. Manage plan and relationships with key persons in the 70 largest pediatric transplant and 20 CF centers. Develop and optimize communications with transplant professionals and transplant-related organizations using print and electronic tools, including eBlasts, direct mail, annual packet mailings, pre- and post-transplant electronic
communication and surveys. Evaluate relationships as necessary.
In process. Developed round-table discussion for TP to call in, calendars ready to be mailed and working on 2015 marketing and engagement.
3. With the CEO and DOD, assist with the Miracle Makers program to increase gift income totaling $305,000. In process. 2015 Miracle Maker Celebration venue selected, confirming speaker and date.
4. Manage the direct mail and e-solicitation program to increase gift income totaling $50,000. In process. Working with Jenn and Rick on these pieces.
5. Develop new electronic resources to provide increased access for families and professionals to contact COTA, including “about COTA” videos to introduce COTA.
In process. New 4-part email series through Delivera will go out to Miracle Makers. Also planning for COTA videos and development.
6. Increase reach of viral marketing, social networking, training and donation options with Miracle Makers and families to increase gift income, as well as patient and organizational exposure to position COTA as a media resource for transplant funding issues.
In process. Jim has asked Doug for articles and updates to post to the COTA website. Continued growth of social media, and developing year-end appeal. Campaign team has designed year-end appeal for individual campaigns.
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First Contacts.
In Omaha, Minneapolis and New Orleans in October.
8. Manage Marketing Team; direct campaign training structure, scheduling and personnel with campaign team. In process. Will engage with several potential organizations.
9. Manage plan and relationships with key persons in the 70 largest pediatric transplant and 20 CF centers. Develop and optimize communications with transplant professionals and transplant-related organizations using print and electronic tools, including eBlasts, direct mail, annual packet mailings, pre- and post-transplant electronic
communication and surveys. Evaluate relationships as necessary. In process. Responding as necessary.
10. With the CEO and DOD, assist with the Miracle Makers program to increase gift income totaling $305,000. In process. Marketing Team is aware to communicate with me if there is a concern or request needing filled. DOUG LIPPERT:
1. Coordinate with CEO to expand the overall Miracle Maker program resulting in unrestricted gifts totaling $305,000 through individual, group and corporate contacts.
Ongoing.
2. Develop and expand relationships with assigned donors and prospective donors resulting in unrestricted gifts of $75,000.
Ongoing. Completing proactive and thank you donor calls as assigned.
3. Develop and expand relationships with assigned donors and prospects resulting in at least one planned giving commitment to COTA.
Ongoing. Developing and working prospect list.
4. Develop and expand relationships with Miracle Makers resulting in at least $50,000 in restricted gifts.
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October. Total Miracle Maker events FYTD: 11.
5. Manage relationships with key professionals in 25 largest pediatric transplant and CF centers in accordance with visit schedule, resulting in a total of 200 first contacts.
Ongoing.
6. Expand relationship with The American Legion by working with at least 12 Departments resulting in at least $75,000 raised for any purpose.
Ongoing. AL Dept. of Texas and AL Dept. of Pennsylvania meetings July. Managing year-long Dept. of Florida Auxiliary project; Responding to inquiries/donations as required; Post-campaign training follow up letters sent to local posts, departments and detachments are required. Participated in NJ FR 8/23; Participated in National Convention.
7. Research, explore and develop national partnership with at least 12 new organizations to increase household awareness of and donations to COTA.
Ongoing. Inquiry to Southwest Airlines, July.
8. Manage the Miracle Maker program to include quarterly website reviews with Director of Communications, Director of Marketing and Director of Technology and Media as well as 6 Miracle Maker eNewsletter articles that can also be used as Miracle Maker stories on the COTA home page.
Ongoing.
9. Attend or participate in at least two webinars and one class focusing on advanced level charitable development concepts.
Ongoing. Participated in “How to Win Support from Big Companies” webinar on 8-14.
