LEBANON VALLEY CONSERVANCY Fundraising/Marketing Outreach Plan Phase I for 2006 -2008 I. Goal : To increase Membership in LVC in 2006 A. Objective - To develop and implement growth strategies and promotions 1. Task - Schedule and plan three easement parties in 2006 to be held near targeted properties or current acquisition projects if possible. Easement parties ideally to be hosted in residents' homes wherever possible by LVC board members. 2. Task - Spring board meeting date to serve as thank you Open House with refreshments for Annual Appeal donors and new members from 6:30 - 8 pm with board meeting afterwards; possible location at Ag Center. Plan to give a mission overview/ update of accomplishments outlining how first Annual Appeal funds will be used. 3. Task - Review/ assess current Member benefits and services to include in development of a new brochure - add more member benefits such as free annual picnic featuring a catered barbeque or similar outing (funded by sponsorship underwriting) - if can't get enough picnic underwriting to make this membership event totally free for members, charge members a nominal fee for picnic unless they bring a guest - then offer one person free admission. Hold a white elephant auction at picnic (clean out your garage/ attic/basement) to cover costs of the picnic! Bringing an item for auction entitles member to free admission to picnic. Intent of picnic is not to make money on this event but provide a membership benefit and build goodwill. Have a speaker at the picnic/ offer a hike or other mission-related educational activity; add multi-year membership rates (slightly discounted) to brochure to encourage member loyalty and cash flow for LVC; develop membership discount program (5-10% off products) with like-minded businesses such as outdoors outfitters, gardening centers/nurseries, etc upon presentation of LVC membership card (benefit to business is advertising to LVC members and potential increase in traffic to their business; explore joint membership discounts with other like-minded non-profits such as Audubon or Muhlenberg Societies, Hiking clubs or Rail Trail groups. 4. Task - Distribute membership brochures to area libraries, Middle Creek Visitors Center, Gov. Dick Environmental bldg., Chamber of Commerce and like-minded area businesses (while there inquire about #3 above re membership discount at their business). 5. Task - Set up Intern Program with Lebanon Valley College/ local high schools to help with marketing/ data management functions such as entering into computer lists of professionals from Yellow Pages (doctors, attorneys, accountants, developers), private clubs, other membership organizations, new homeowners by value over $200,000. Explore ways that LVC could help educators implement state education standards for the environment and ecology curriculum; initiate environmental art contest for students. 6. Task - Contact local groups for speaking engagement and booth promotion opportunities such as: retirement communities, civic groups (Rotary, Lions, Kiwanis), Lebanon County Chamber of Commerce, colleges/ schools (environmental clubs?), local church health ministries, and Quest (lecture program for seniors); develop list of presenters ("Speakers Bureau") from board members, committed LVC members and friends; put together a list of talking points or Powerpoint presentation for speaker to use about the mission of LVC. 7. Task - Contact Welcome Wagon/ Chamber of Commerce, realtors and other "welcome groups" for newcomers to Lebanon County to include LVC membership brochures in their welcome packages. Include special letter about quality of life they're choosing by electing to live in Lebanon County, "so let's protect it." 8. Task - Invite local officials and politicians/ township supervisors/ planning officials to be honorary "guest" members of LVC. 9. Task - Seek advertisers for newsletter from local businesses (could be done in conjunction with seeking locations for membership brochure distribution and asking like-minded businesses for discount for LVC members) - see ad rates brochure attached. 10. Task - Explore costs of Conservation Coalition prequalified targeted mailing lists by zip code - usual return is 2% of pieces mailed. B. Objective - To develop and implement Membership retention strategies in 2006 1. Task - Develop Member recognition events such as "Volunteer of the Year" and "Conservator of the Year" award to be presented at annual banquet or picnic; include student awards such as environmental art contest winners and student Conservator of the Year from among environmental clubs on campuses. 2. Task - Restructure membership renewal dates to accommodate staggered renewals throughout the year - this provides year-long cash flow and opportunity for people to join and receive full year-long benefits. In each month's annual renewals, include a survey of members and new volunteer opportunities brochure - what do they expect from their membership? What do members think LVC should be protecting? What types of activities would you like your membership to include? Why did person become a member of LVC? Include any recent press release about new LVC easements/ events/news with each renewal letter to keep member engaged. 3. Task - Send out staggered renewal letters one reminder per month for 3 months consecutively starting one month before renewal is due. Draft each consecutive version of renewal reminder slightly differently/ shorter. If no response after third reminder, offer an incentive to rejoin with 3^rd letter; do phone follow-up of non-renewals to determine reason. 4. Task - Ask member in every renewal letter to move to next membership level, offering discount with associated new benefit to do so. Include news releases about LVC accomplishments with each renewal if possible or, at a minimum, list accomplishments in the reminder narrative. 5. Task - Develop a Volunteer opportunities brochure (attached) to mail with each new membership, renewal and to include with each newsletter mailing; always include a Membership brochure and Volunteer Opportunities brochure (or inexpensive copy of it) in each newsletter mailing so that members have one handy to give out. 6. Task - Establish volunteer stewardship program to monitor easements or in fee properties - have a thank you BBQ or breakfast for volunteer stewards. 7. Task - Create a "Member News" section in newsletter highlighting Member accomplishments, job promotions, news, etc. - ask members to submit info; Highlight/ feature a new member in each newsletter....why they joined LVC, their job/ interests, etc. C. Objective - To increase volunteer involvement with LVC in 2006 1. Task - identify critical areas of volunteer need such as people to man promotion booth, help with mailings, help with easement parties, help with data management 2. Task - identify and engage college/high school interns and retired residents for development, stewardship needs, special events, membership marketing and other committee help 3. Task - contact Office of Aging, SCORE, RSVP volunteer programs to engage retired volunteers 4. Task - arrange a volunteer recognition and thank you event II. Goal: To increase Grant Research and Writing in 2006 A. Objective - Establish a Grants Committee and advertise in newsletter for volunteers who will research on-line grants possibilities, summarize past funded projects, guidelines, funding amounts, etc. and do initial screening calls. 1. Task - Prioritize areas of need for grant-writing such as Organizational Development, General Operating Support, Land Acquisition, Stewardship, Education and Special Projects 2. Task - Research grants through Foundation Center in NYC, PALTA, LTA and others III. Goal : To Launch / Grow a Yearly Operating Funds Appeal starting in 2005-2006 A. Objective - To cultivate annual appeal supporters for LVC from membership base as well as major donors who aren't necessarily interested in membership benefits such as guided hikes, picnic, etc. 1. Task - Choose a prominent Appeal Chair to spearhead, lend name -someone who can make a leadership gift (Business Leader or Bank President) and/or host a thank you reception; Could do fall and/or spring appeals to keep communications regular, outlining goals, accomplishments, plans; develop theme for Appeal with corresponding giving levels on pledge card - such as theme of "Take Stock in Lebanon County's Future" (if Appeal Chair is a banker/broker), pledge levels might start at $60 for one share, $100 = 2 shares, or theme is "Protect Lebanon County's Landscapes" for example, $60 = 1/8 acre, $120 = . acre, etc. 2. Task - Provide Appeal Chair with LVC Mailing List so familiar names can be identified on whose Annual Appeal letters personal notes can be written by Chair of Appeal; also ask Appeal Chair to provide list of new appeal prospect names; LVC board members review Appeal mailing list too to further identify letters than can be personalized with hand-written notes........personal contact/ notes are important... 3. Task - Hold a thank you reception for AA donors - see #IA2 above. 4. Task - Develop separate Annual Appeal letter (focus and content will be slightly different) to local businesses (can enter Chamber mailing list into database) and have Appeal Chair and board review list of companies on whose letters personal notes can be written; research companies with matching gift programs and list such opportunities in member newsletter. B. Objective: Challenge Board of Directors to achieve 100% participation in Annual Appeal. 1. Task - Ask each Board member to obtain a corporate gift from their employer or business for the Annual Appeal 2. Task - Research local foundation/ corporations for operating/matching support gifts/ grants that can count toward annual appeal goal: e.g. Harrisburg Foundation arm that reaches into Lebanon County. IV. Goal: To Launch Special Event Fund/ Friend Raiser in 2007 A. Objective - Cultivate potential corporate sponsors to underwrite events 1. Task- Cross-check/enter Chamber of Commerce members with current database, especially larger businesses, to whom LVC could begin sending complimentary newsletter - also must send complimentary newsletter to media and public officials; schools; libraries 2. Task - Send Membership brochure/ newsletter with letter to CEO's of all Chamber members to begin cultivation process for event sponsorship ask and Corporate Partners Program - see section VII. 3. Task - Ask past AA Chair and Board members (past and present) to share/ contact 2-3 names of other CEO's with whom we could meet to share about LVC projects/ strategic plan in a personal visit and eventually ask for a sponsorship or to become a Corporate Partner 4. Task - Board Members/ Executive Director of LVC attend local Chamber functions to network corporate relationships 5. Task - Take LVC booth to Chamber Expo ($500-$1,000 - get corporate underwriter for cost) B. Objective - Fund Development Committee of LVC to choose and plan a "signature LVC event" that is implemented in 2007 for DONOR cultivation/fundraising - ideas: ecotour of northern end of county (Twin Grove Park or Tulpehocken Hike) with upscale barbecue/ gift auction afterwards, art auction/ dinner inspired by local painters of LV landscapes - (can make note cards from paintings to sell/give to new members later) , golf benefit; jazz dinner-dance/ auction - these are $75 - $200 per person events C. Objective - Achievement of Maximum Net Profit on an Event 1. Task - Obtain as many in-kind donations of services and materials as possible for scheduled event in stead of renting or paying fees 2. Task - Develop budget that includes maximum number of sponsors so that total event costs are underwritten, allowing ticket prices to produce profit 3. Task - set a minimum threshold of expected profit on event taking into consideration cost of staff time, in-kind resources and marketing value. 4. Task - Hire a paid event planner (commission basis) to run/organize special event or engage volunteers to manage event D. Objective - Fund Development Committee of LVC to choose and plan a "signature LVC event" that is implemented in 2007 for Membership cultivation - ideas: geocaching event; triathlon in conjunction with YMCA? Bike race? Blues/ Country music concert - radio/tv station to help underwrite?? Treasure hunt in priority protection areas? These are $15-35 per person events. E. Objective - Fund Development Committee of LVC to implement other volunteer-run events/sales in 2007 to generate revenue/develop prospective members: 1. Task - Conduct and advertise birdseed sale in newsletter orchestrated by volunteer or taken on as a scout project?? Get birdseed donated by local vendor. 2. Task - Coordinate a Christmas tree sale with local tree farm to benefit LVC? 3. Task - Organize a package of "series events" like canoe trips down the local creeks/rivers, orienteering course, outdoor skills course, camping expeditions, identifying invasive plants course or garden design course and charge a fee A. Objective - Plan Joint fundraising events with other like-minded non-profits in 2008 IV. Goal: To Develop a Corporate Partners Program in 2007 separate from events underwriting A. Objective - Set up Corporate/ Business Fundraising Committee made up local business leaders/ board members, developers (don't necessarily have to be LVC members) - each identify five personal contacts to make introductory calls B. Objective - Initiate corporate outreach - see cultivation activities above from Annual Appeal and Special Events Sponsorship efforts above 1. Task - Executive Director and Board Members make personal visits to corporate heads to whom introductory calls have been made to invite them to become a Corporate Partner (Corporate Partners would NOT be solicited for Event sponsorships or Annual Appeal then) 2. Task - Executive Director and Board members attend local Chamber functions to network corporate relationships 3. Task - Ask AA Chairs to share/ contact 2-3 names of other CEO's with whom we could meet to share about LVC projects/ strategic plan 5. Task - Ask each Board member to engage their employer as a Corporate Partner - company will not be solicited for annual appeal 6. Task - Ask each Board member to try to obtain underwriting for at least one special event from their employer or business during their board tenure 7. Task - Obtain corporate sponsors to underwrite a regular LVC/ environmental news column in local newspaper C. Objective - Plan special corporate events/ develop a Corporate Partners /Recognition program - benefits - see Attached 1. Task - Organize a corporate reception or "Spring Ramble" (van tour of targeted areas and reception at a donor/ board member's home) for heads of local businesses to develop stronger relationships with LVC and knowledge of our mission; 2. Task - Offer a special event for each corporate sponsor as a thank you (such as a picnic on one of the easement properties or acquisitions) - highlight their logos on website and in publicity; free ads in newsletter - see Corporate Partner benefits 3. Task - Develop special Corporate Membership rate with accompanying benefits - free picnic/ hikes with naturalist organized by LVC as a Corporate Family Day (corporation could offer this as an employee benefit) 4. Task - Develop Team-building skills event for companies' management teams or in conjunction with their wellness programs to beheld on easement properties or acquisitions, led by Phil Haven professionals - donated services V. Goal: Develop a Formal Planned Giving Program for LVC Members & Donors - target 2008 A. Objective - Increase awareness of planned giving opportunities to LCC 1. Task - Develop a signed "Commitment Agreement" for potential future donors planning to include LVC in their will - start with LVC board members, then current major donors. 2. Task - Include planned giving educational articles in newsletter on a regular basis 3. Task - Coordinate a planned giving seminar using LVC members/ donors as guest speakers, possibly in conjunction with other like-minded groups 4. Task - Develop marketing materials for planned giving to LVC and mail to all members and donors 5. Task - Distribute "Conservation Options for Private Landowners" brochure to selected estate planning attorneys/ professionals and selected landowners in town with accompanying letter, esp. those who are current LVC members or donors or prospects who own land near in targeted protection areas 6. Task - Engage in "Leave a Legacy" program 7. Task - Schedule speaking engagements at area retirement communities in area about LVC and planned giving opportunities B. Objective - Set Planned Giving goals and objectives (# people to contact by expected dates, etc.) VI. Goal : To Launch / Grow a Yearly Operating Funds Appeal in 2007-2008 A. Objective - Begin to cultivate Major Donors as a separate donor group 1. Task - Develop visually attractive public version brochure of strategic plan to market to potential Major Donors in personal visits; include bullet points of strategic plan in newsletter for other members/ donors 2. Task - Organize a "Spring Ramble" / tour for new major donors/major donor prospects of priority protection areas with cocktails/ picnic/ light supper at board member's/ donor's home afterwards 3. Task - Coordinate reception/ "Spring Ramble" for local public/ township/ planning officials to familiarize with LVC projects/ priorities 4. Task - Ask major supporters/ board members to hold receptions in their home for prospective major givers (new supporters) or middle/lower level givers you want to move up the giving ladder - can focus these gatherings around a particular protection project. B. Objective - Cultivate new prospects for annual appeal 1. Task - Contact landowners living near easements or targeted lands for Annual Appeal campaign. Develop a separate "Friends of LVC" campaign for them. A. Objective - Explore workplace giving opportunities for Annual Appeal 1. Task - Approach United Way about partnership for workplace giving (payroll deduction) for LVC? 2. Task - Approach environmentally -friendly companies about establishing LVC's own workplace giving program ($1/ week payroll deduction enters person in raffle for donated vacation travel)