Feasibility Study Setup Manual

Bremerton United Methodist Church

February 2014

The FOCUS Group, Inc. 521 A1A Beach Blvd St. Augustine, FL 32080 800.324.9117 office 800.324.8816 fax www.tfgrp.com

The FOCUS Group, Inc. 2014

March 11, 2014 Rev. Marta Schellberg Bremerton United Methodist Church 1150 Marina Drive Bremerton, WA 98312 Dear Marta, Thank you for partnering with The FOCUS Group to conduct the feasibility study for Bremerton United Methodist Churchs capital campaign. This Feasibility Study Setup Manual will serve as a guide for the feasibility study associate and the staff to prepare for the study. The feasibility study report will include specific recommendations for moving forward to plan and conduct your capital campaign. Our pledge to you is that our research and recommendations will be at the highest professional level available in fund raising today. While the strictest level of confidence will be maintained with the interviewees, you will receive specific documentation that serves as the basis for our analysis and recommendations. I want to assure you and the leadership at Bremerton United Methodist Church, that as we meet with major donors and others in your constituency, we are keenly aware that we represent you. We will do everything we can to encourage the respondents interest in and support for your mission. From time to time we will give you periodic reports on how the study is proceeding. However, if you have questions or need any additional information at any time, please do not hesitate to contact me. Sincerely yours,

Andy Sears Consultant

TABLE OF CONTENTS

Page Glossary of Terms 2

Critical Highlights Overview

Guidelines for Scheduling Interviews

4-6

Guidelines for Selecting Respondents for Interviews

7-10

Guidelines for Leadership Team Making Initial Contact

11-12

Feasibility Study Timetable

13-16

Sample Documents Interview Schedule Interview Fact Sheet Sample Letters

17-23 18 19 20-23

Institutional Data Instructions

24-25 26-27

Feasibility Study Associate (FSA) Job description

GLOSSARY OF TERMS

BUMC

Bremerton United Methodist Church

TFG

The FOCUS Group

Leadership Team

Marta Schellberg

FSA

Feasibility Study Associate

CA

Consultant Associate Travis Stevens tstevens@tfgrp.com (m) 904.540.8881

TFG Consultants

Andy Sears asears@tfgrp.com 503.766.4734 Kristina Bright kbright@tfgrp.com (m) 360.710.5646

Priority designations: Priority 1 Priority 2 Priority 3 Priority 4 Most highly preferred Next level of preference Candidates for a focus group Leadership Team

Specific documents are identified in italics throughout these materials.

CRITICAL HIGHLIGHTS OVERVIEW

(details follow)

Complete Case Statement. Complete the list of fifty prioritized respondents.

Leadership Team calls priority 1 prospective respondents to personally invite their participation. Then, invitation letters are sent. FSA calls respondents after invitation calls are made to schedule an interview. FSA sends interview confirmation letter and case statement draft at least one week in advance of interview.

FSA sends completed Interview Fact Sheet for each respondent to the CA one week in advance of interview. FSA updates any changes to the Interview Schedule in Google docs & notifies CA via email by the end of the day of the change.
3

GUIDELINES FOR SCHEDULING INTERVIEWS

GUIDELINES FOR SCHEDULING INTERVIEWS

1. Develop an interview strategy based on geographic location and priority. To maximize the interviewers time and save travel costs, it is imperative to determine and adhere to an overall geographic strategy. 2. Prioritize respondents with the Leadership Team to determine who to call first. 3. Obtain consultants available days to conduct interviews from the CA. 4. Offer consultants available dates to the respondent based on geographic strategy. If you have a specific time in mind based on other interviews already scheduled, ask the respondent if they could do an interview during specific times. The schedule should be built around priority 1 respondents. 5. Interview dates should be confirmed at least two weeks in advance in order to help keep travel costs as low as possible. 6. The appointment is not finalized until TFG consultants and CA verify the schedule, taking flights and travel times into consideration. 7. Send the respondent the Case Statement and Confirmation Letter for the interview approximately one week in advance after the appointment is confirmed. TFG has found it valuable to send both an electronic and hard copy. Call to confirm receipt of materials and to confirm interview 3 days prior to visit. 8. Attempt to schedule five or more interviews per day for each consultant. Days with fewer than five interviews must be cleared by the CA. 9. The FOCUS Group offers extra interview days at the following rate: Minimum Charge is Day (4 hours) 2 Interviews is Day (6 hours) 3 Interviews or more is 1 day (8 hours) If an entire day has been reserved, but no interviews scheduled by the preceding week, the day may be billed as a full day 10. The Fact Sheet should be filled out as completely as possible and emailed to the CA with the directions one week in advance in order to maximize the effectiveness of the interview. Include as many phone numbers as possible for each respondent, including the phone number of the interview site and/or the respondents cell phone number. The CA will forward the Fact Sheet and directions to the appropriate consultant. 11. Phone interviews are possible, but should be scheduled sparingly. Face-to-face interviews are much more effective. Phone interviews are scheduled when a respondent lives in an area where there are no other interviews planned, or for respondents who are not considered major donors. A respondents lack of availability on the scheduled days (i.e., out of town or illness) may necessitate a phone interview.
5

12. Update the Interview Schedule in Google docs and email the CA each time something changes. This information includes: total interviews scheduled, interviews completed, and interviews yet to schedule. These updates are important to ensure that the contracted number of interviews is completed and to maintain clear communication between BUMC and TFG.

TIMING CONSIDERATIONS
In general, each interview should last approximately one hour. When scheduling interviews, there are a few considerations to keep in mind that will help ensure consultants enough space to travel between interviews in a timely manner and to honor the respondents that agree to participate in the feasibility study. 1. Consider travel time, parking and additional situations, and commuter traffic in scheduling appointments. Allow at least fifteen minutes as a buffer, in addition to travel time, for traffic, parking, etc. 2. When scheduling an interview over a meal, please allow for one and a half hours for the interview. 3. When scheduling an interview with a couple in their home, please allow for one hour and fifteen minutes for the interview.

GUIDELINES FOR SELECTING RESPONDENTS FOR INTERVIEWS

GUIDELINES FOR SELECTING RESPONDENTS FOR INTERVIEWS

The FOCUS Group will be examining four fundamental factors in the feasibility study: 1.
2. 3. 4. The case statement The support for the proposed initiatives The leadership potential for the campaign The giving potential for the campaign

As you consider these four factors, focus on the people and constituencies from whom BUMC can recruit leaders and raise major gifts. Once you have determined the very best people to interview regarding these four factors, make sure the selection is balanced in terms of covering the various influence groups across the BUMC constituencies. The process. TFG will be conducting approximately thirty to thirty-five individual interviews or focus group interviews. In light of this, approximately fifty respondents should be identified to offset lack of availability of some respondents due to travel or personal reasons. Most of the individual/couple interviews will be approximately an hour. Interviews will take place at BUMC or in offices, restaurants or in homes of the interviewees. Interviews may be scheduled over a meal when appropriate. The interview fact sheet. Each interview must be approached with goals in mind related to the factors noted above. Each respondent will be asked to comment on all four, but the consultants need to know beforehand in which areas the respondent can best contribute. This information should be noted on the Interview Fact Sheet. Major donors and potential leaders. A minimum of eighty percent of the interviews should be with priority one people who are targeted as major donors ($50,000 or higher pledged over three years) and major donors who have the stature and experience to be leaders in the campaign. Hopefully there will be major donors among the other twenty percent. This latter group is important, nevertheless, since by virtue of their association with BUMC, they will be able to give good insight on the case for the campaign and recommendations for leadership. The best examples of this latter group are executive/pastoral leadership and current or former board members. Focus groups. Where appropriate there could be several focus groups. A focus group is equal to one individual interview and is appropriate for respondents who are not major donor prospects.
8

Selecting Respondents. When selecting respondents, plan as many interviews as possible keeping the following three critical factors in mind: Connection/interest: Select people who have a history of relationship to BUMC and/or a board member and/or someone on staff. Ability: Have clear evidence that they are individuals with substantial net worth. "Substantial" should be defined as individuals worth multiple millions, not simply millionaires. Inclination: Have evidence that these individuals have a reputation for giving in the high five, six or seven figure range.

Keep in mind that people should be selected who are not only major donor prospects, but also people to whom you can look for active leadership in the campaign. Identify people who have networks with peers with similar financial capabilities. Sometimes these networks will be geared to a particular business or a type of business. In other cases the network will relate to family and social ties. In terms of networks, we are not talking simply about relationships, but about people who have used their networks to help benefit a nonprofit or church in a substantial way. We are looking for major donors who have a generous heart and have experience in giving and inviting others to do what they have done at the level at which they have participated. Categorizing respondents. With these thoughts in mind, the categories of respondents are as follows: (80% of potential interviewees should fall in categories 1 and 2.) 1. Major donors (current or lapsed) and prospective campaign leaders These should be individuals who are known to have assets in the multiple millions and have used their resources to give gifts to nonprofits or the church totaling in the high five or mid-to upper six figures. Hopefully, a few have given seven-figure gifts. This category should include individuals who not only are substantial givers but have the reputation for going to their peers and inviting them to do what they have already done themselves. Of the top donor categories, this one should have the majority of respondents.
9

2.

Major donors (current or lapsed) These are donors who give very substantial gifts, but are not known to take leadership or participate in asking their peers to give.

3.

Influential friends and prospective friends This category includes individuals who are not major donor prospects, but who are influential as community, church or civic leaders and/or who serve on foundation or corporate boards.

4.

Focus Groups These should be affinity groups that have a stake in the success of the campaign (alumni, staff, and other must interviewees with limited financial capacity).

5.

Leadership Team It will be important to interview Marta Schellberg as part of the Feasibility Study.

10

GUIDELINES FOR LEADERSHIP TEAM MAKING INITIAL CONTACT

11

GUIDELINES FOR LEADERSHIP TEAM MAKING INITIAL CONTACT

TFG recommends that top prospects be called in advance by the Leadership Team to invite them to participate in the feasibility study. Typically these calls will be from the Pastor or the highest level staff person with the closest relationship and influence. When calling emphasize: 1. The importance of the proposed campaign for BUMC as a step that will greatly enhance your movements effectiveness; 2. The importance of the capital campaign to achieve the strategic goals; 3. How essential it is to the study to get candid opinions, advice and recommendations without having to measure one's words or to be concerned about someone's feelings (there is no attribution in the feasibility study); 4. The value of having experienced, objective fundraising counsel collect the data and formulate recommendations and campaign plans that will best fit and serve BUMCs mission. 5. Advise that they will be contacted soon by a BUMC staff member (the FSA) to confirm a date and time for their interview.

12

FEASIBILITY STUDY TIMETABLE

13

Bremerton United Methodist Church

Feasibility Study Timetable TASK
March April May June

Comments/Assignments
BUMC staff prepare case statement draft with TFG counsel TFG BUMC makes revisions in preparation for interviews TFG

I. Begin Research and Prepare Case Statement

1st Draft Case Statement BUMC to assemble draft for TFG review TFG reviews, makes recommendations 2nd Draft Case Statement for Interviews TFG reviews Final Draft and signs off

II. Respondents Selection & Invitation (Using compiled interviewee list, schedule 5-6 interviews per day)
Gather internal data and input all information on the Interview Fact Sheets. Leadership to call priority respondents to explain purpose of feasibility study and prepare candidate for phone call from FSA. Ongoing Ongoing FSA

BUMC Leadership Team

FSA send invitation letters to top preferred respondents. Goal is to secure 30-35 interviews. (A focus group =1 interview)

Build mailing list, FSA send out invitation letters.

14

TASK
III.

March

April

May

June

Comments/Assignments

Preparation and Schedule for Interviews

CA to provide interview dates to FSA. FSA to manage schedule. Email any changes to CA using the Interview Schedule daily. The CA will confirm tentative interviews.

Interview Schedule (Consultants need to schedule flights at least two weeks in advance.) Schedule interviews: Call five business days after the invitation letters are sent. Once interview is set, the CA will confirm all interviews with FSA. FSA sends letter to confirm interview date, time and place, along with case statement draft. Send one week before interview. Call to confirm receipt of materials and to confirm interview 3 days prior to visit. Complete Interview Fact Sheet for each respondent before the interview and send to the CA one week in advance of interview. Interviewing approximately 30-35 respondents personally, averaging five to six (5-6) interviews per day and preparing the data for analysis.

Ongoing

Ongoing

Ongoing

Ongoing

FSA

Ongoing

Ongoing

FSA ensures fact sheets are fully completed.

TFG

15

TASK
IV. Institutional Data Gathering Complete Institutional Data Reports using electronic forms for: Giving by Board members, Organization three year giving history, Foundation Giving. Submit Institutional Data Reports electronically to TFG.

March

April

May

June

Comments/Assignments

FSA

FSA

V.

Follow Up to Interviews
Ongoing Ongoing TFG Consultants CA FSA to send out letters following interviews. Pastor and other BUMC Leadership with TFG Consultants

TFG Consultants report when interviews are completed. CA notifies FSA to send thank you letter. Send thank you letter, with promise of Executive Summary Report after Boards review and action.

Ongoing

Ongoing

VI. Report Review Conference Call VII. Submission of Feasibility Study Report
Present FS report to BUMC Board. Following presentation of the report to Board. Send each respondent an Executive Summary Report with cover letter. TBD

TFG Representatives TFG advises on preparation of Executive Summary Report FSA to send out Executive Summary Report with cover letter announcing board action to respondents

16

SAMPLE DOCUMENTS INTERVIEW SCHEDULE INTERVIEW FACT SHEET SAMPLE LETTERS

17

SAMPLE INTERVIEW SCHEDULE Interview Schedule

Date
2/28 2/28 3/11 3/11 3/12

Time
8:00 AM 9:30 AM 3:00 PM 5:30 PM 8:15 AM

Consultant
Kristina Kristina Andy Andy Andy

Name
Bill and Barbara Jones Joe Smith George and Jillian Clark Bob Hampton Valarie Johnson

Location
Starbucks Coffee 123 Sesame Street, Anytown, IN 32788 His office: Sears Building 658 12th Ave, Suite A, Anytown, IN 32788 Their home: 5 Sparrow Lane, Chicago, IL 55590 Dinner @ The Chart House: 314 Towns Drive, Chicago, IL 55590 Panera Coffee shop: 678 1st Ave, Chicago, IL 47859

Contact info
Cell: 677-345-0000 Email: bjones@gmail.com Office: 677-345-9293 Assts name is Joan Home: 589-990-7676 Jillians cell: 589-993-0988 Restaurant: 589-098-0045 Cell: 589-444-9821 Cell: 674-987-0321 Panera: 589-234-0986

Notes

Priority (1-4)
1

Office is on 3rd floor Park on the street

1 1 2 1

Letters
Invitation
personal call by Rev. Marta, Pastor 3/12 personal call by Rev. Marta, Pastor 3/13 personal call by Elder Robert, 3/21 personal call by Elder Robert, 3/22 personal call by Elder Robert, 3/23

Confirm
Sent 3/16 Sent 3/16 Sent 3/24 Sent 3/24 Sent 3/24

Thank You
Sent 3/30 Sent 3/30 Sent 3/31 Sent 3/31 Sent 3/31

Summary
Delivered 4/5 Delivered 4/5 Delivered 4/7 Delivered 4/7 Delivered 4/7

18

FEASIBILITY STUDY
Date: Respondents Name: Interview Time: Interview Date: INTERVIEW FACT SHEET The FOCUS Group Consultant: ........... Phone at Interview: Cell phone:

Interview Address (If a business or restaurant, include name and/or name of building. If a home, please note):

Interview Category: (Please Bold) Key information/ comments about respondent: priority, closest contact, history with organization, etc. History of giving: 2013 2012 2011

Major Donor Leadership Team

Board

Previous Church Member Other___________

Church Member/Attender

Amount

Designation(s)

Giving capability to proposed campaign: (Please project gift range below & any specific details) High Projection over 3 years $ ___________ Low projection over 3 years $ ___________ Details

Has this interviewee documented a planned gift to your institution: If so, When or currently in process: Describe type of planned gift: Estimated Value: Known major gifts to other nonprofits, current or past, especially to similar organizations/projects: Projected campaign leadership role:
19

Interview Invitation Letter

(Lower tiered prospects)

S
[Date]

Dear Mr. Smith: [Introductory paragraph with ministry highlights]. The Board has approved a feasibility study for a capital campaign to I want to personally invite you, along with a few others, within the next four weeks to review a confidential draft of our case statement outlining the proposed campaign for Bremerton United Methodist Church. After you receive and review these materials, I am asking you to take an hour to participate in a formal interview setting and confidentially discuss Bremerton United Methodist Churchs proposed campaign. I believe it is important to emphasize two things. First, this is not a meeting at which you will be asked to make a gift; however, the interviewer will confidentially discuss your potential level of support for this new effort. Second, your comments and views on Bremerton United Methodist Church and its proposed campaign will be kept confidential, and the results of the meetings with you and others will be reported anonymously. Our [leadership -- use appropriate term, i.e. Board and Administration] have asked The FOCUS Group, Inc. to conduct these interviews and then to prepare a report with recommendations. [Someone representing BUMC] will be calling you to invite your participation in this very important interview process and to schedule your individual interview. Your taking the time to advise Bremerton United Methodist Church through this feasibility study will be extraordinarily helpful. Your insight and advice will be invaluable to us as we plan what is best for Bremerton United Methodist Church. Cordially yours [or preferred sign-off], [Appropriate BUMC Staff Member] Title
20

Interview Confirmation Letter (email)

[Date] Dear Mr. Smith: Thank you for agreeing to participate in the feasibility study for Bremerton United Methodist Churchs proposed capital campaign. Enclosed is a draft of the Case Statement. Please review this material in detail in preparation for your interview. Your interview is scheduled to take place [date] [time] at [place] with [consultant name]. I would like to re-emphasize two things. First, this is not a meeting at which you will be asked to make a gift; however, the interviewer will confidentially discuss your potential level of support for this new effort. Second, your comments and views on Bremerton United Methodist Church and its proposed campaign will be kept confidential. The results of the meetings with you and others will be reported anonymously. Our board has asked The FOCUS Group, Inc. to conduct these interviews and prepare a report with recommendations. I am very grateful to you for taking your valuable time to advise Bremerton United Methodist Church through this interview process. Cordially yours [or preferred sign-off],

[Appropriate BUMC Staff Member] Title P.S. If there is a last minute change to your schedule, please contact The FOCUS Group consultant [place consultants name and cell phone number here]

21

Interview Thank You Letter

[date]

Dear Mr. Smith: Thank you for participating in the feasibility study for Bremerton United Methodist Churchs proposed capital campaign. Your input into this study is invaluable, and I personally would like to thank you for investing your time to participate. Once the feasibility study report has been completed and submitted to the Bremerton United Methodist Church Board, you will be receiving an Executive Summary of the report outlining the findings and recommendations of the study. At any point during this process, I would like to encourage you to call me with questions or additional input that you may have. It is very important that we keep an open dialogue with you as we contemplate the capital campaign. Thank you again for taking your time to advise the board and administration of Bremerton United Methodist Church through this feasibility interview process. Cordially yours [preferred signoff],

[Appropriate BUMC Staff Member] Title

Note: It is a good idea to have the pastor personally sign this letter and include a brief personal handwritten note at the bottom of the letter, ex: We really appreciate your participation and time. I look forward to seeing you and your family soon.

22

Follow-up Letter with Executive Summary S A M P L E

[date]

Dear Mr. Smith: This [winter] you shared your time generously with Bremerton United Methodist Church by participating in our feasibility study for our proposed campaign. Your gift of time and interest is greatly appreciated, and I would like to take this opportunity once again to thank you for your insights and ideas regarding our proposed campaign. As promised, I am pleased to share with you the Executive Summary of the feasibility study report, prepared for us by The FOCUS Group. Since you care deeply about Bremerton United Methodist Church, I am sure you will find this Executive Summary to be encouraging. If, while reading this report, you find that you have questions or additional comments that you would like to share, please call me at xxx-xxx-xxxx (direct line if appropriate). I would appreciate hearing from you. You will also be pleased to know, [or,] as you already know the board has voted to Thank you again for your time and your support. It is an exciting time for all of us at Bremerton United Methodist Church. [signoff],

[Pastor]

23

INSTITUTIONAL DATA INSTRUCTIONS

24

Feasibility Study - Institutional Data

The Feasibility Study Report will include a number of specific recommendations related to the case, campaign goal, donor prospects, organizational structure, campaign management, etc. By providing the material requested below the analysis and recommendations in the report will be more tightly focused on the specific next steps and strategies needed for a successful campaign. Direct any questions about these forms and provide electronic copies of the reports and other documents to Travis Stevens tstevens@tfgrp.com.

The Board and Development

1. Please provide the following: a. The number of Board members. b. A list of all Board standing committees with committee job descriptions/purpose statements. 2. Report each of the last three years of board giving indicating the totals given to annual fund, special projects, endowment, etc. Please indicate the percentage of participation by fund/project and the total dollar amounts by project or fund.

*An electronic form titled Giving by Board Members will be provided.

Donor History
1. Please provide a list of the top 100 donors (do not include deceased donors). Please list in descending order from highest to lowest based on total lifetime giving.

*An electronic form titled Top Donor List will be provided.

2. Report separately for each of the previous three years the giving to the annual fund, special projects, and planned gifts indicating the goal, amount received and subtotals for amounts received in each year by donor constituency.

*An electronic form titled Three-year Giving History will be provided.

3. Provide the giving history for any previous capital campaigns in the past ten years.

*An electronic form titled Previous Campaign History will be provided.

25

FEASIBILITY STUDY ASSOCIATE (FSA) JOB DESCRIPTION

The Bremerton United Methodist Church Feasibility Study Associate (FSA) manages the administrative portion of the interview process and acts as the liaison between BUMC and TFG. This person must be detail oriented and successful at multitasking. Experience in managing complex scheduling processes is valuable. The FSA plays a critical role primarily during the set up phase of the feasibility study, and the intensity of the work continues for approximately four weeks. The FSA will maintain close contact with a Consultant Associate (CA*) at TFG over the course of this period. During this crucial set up phase, contact will most likely be on a daily basis. The FSA must have a professional rapport, especially on the phone (99% of contact with respondents during the set up phase is over the phone.) This phone contact is important as it can leave a lasting impression and set the tone for the respondents experiences throughout the feasibility study. Responsibilities include: 1. Review list of prioritized potential respondents prepared by Leadership Team. 2. Fill out Research Request Forms and submit to TFG. 3. Enter all names, cities, states, giving history and occupation into the Feasibility Interview Schedule. These interviewees include major donors (current and lapsed), present and former board members, present and former church members, and leadership team. 4. Establish this list in consultation with the Leadership Team and submit to CA for TFG Consultants. 5. Update Interview Schedule continually and email to CA whenever there is a change. 6. Prepare and mail Invitation Letters to preselected respondents. 7. FSA calls respondents after they have been called by a member of the Leadership Team or five days after they receive the Invitation Letter. Once these calls have been made, notify the CA that the scheduling process has begun. 8. Schedule tentative interview dates and times with respondents according to TFGs pre-determined dates. CA will confirm following daily emails from the FSA of the Interview Schedule. 9. Schedule focus groups. It is preferred to have 6 to 8 persons in each focus group. Each focus group counts as one interview. 10. Complete the Interview Fact Sheets, soliciting data from key staff or departments as appropriate, and email to the CA with specific directions to location of interview, at least one week in advance; ensuring that all pertinent data is noted.
26

11. Prepare and mail Interview Confirmation Letters to respondents when interviews have been confirmed, including a copy of the draft of the Case Statement for their review.
(Note: It is a good idea to check with the respondents regarding how they would prefer to receive this material. Faxing or emailing has worked in the past as an alternative to sending a hard copy in the mail, if this is what the respondents prefer. Occasionally, the respondents will accidentally toss materials that are sent via regular mail, especially if they are not specifically looking for them.)

12. Arrange for Institutional Data Forms to be completed and sent to TFG staff. 13. Make follow up calls to respondents a few days before each interview is to take place. Confirm receipt of Confirmation Letter and draft of the Case Statement, and confirm the details of the interview appointment. If respondents make ANY change in interview details, contact CA immediately. Encourage respondent to contact the consultant directly if time is of the essence and give them the consultants cell number. 14. Prepare and mail the Thank you Letters to respondents on a weekly basis as soon as interviews are completed. 15. Prepare and send the Follow up Letters which will include the boards actions to respondents and enclose copies of the Executive Summary from the feasibility study report.

*CA for The FOCUS Group Travis Stevens 904.540.8881 tstevens@tfgrp.com

27