Creating A New Philanthropic Culture and Transformational Giving
Massachusetts Eye and Ear Infirmary, a research and teaching affiliate of Harvard Medical School (Boston, MA)
The Situation:
Mass. Eye and Ear, a preeminent research and teaching hospital whose doctors and scientists served on the faculty of Harvard Medical School, was contemplating a bold plan to expand its research program and facilities. MEE had a bold vision: that every child would see and hear throughout their life. Enormous resources were needed to fund this audacious goal, and the institution planned to mount a historic campaign. At the time, the development program was raising about $9 – 12 million annually and we knew the amount needed to be doubled. The only way to accomplish this effort was by escalating the major gift program and engaging a wider constituency of donors ready to step up as never before.
Susan led a campaign feasibility study and plan in 2011 for the contemplated $100 million historic campaign and served as campaign counsel to the Bold Science. Life-Changing Cures Campaign until it closed in September 2020 at $252 million. There was a committed and hard-charging new board chair, visionary leaders, a cadre of caring, passionate volunteers and a bold vision. We were about to invite people to step up in bold and even courageous new ways to invest in a program that would change lives. We needed a fundraising strategy just as bold and courageous, and we needed trusted and engaged faculty and board partners. The fundraising infrastructure required an investment in the professional staff that would get us there. And, lastly, but perhaps most importantly, a commitment to a culture of philanthropy was needed that would lead to and sustain a new era of transformational giving.
The Deliverables:
In partnership with a dedicated and skilled Chief Development Officer, VPG worked with the institutional leaders and staff to innovate and create a fundraising program that over time would match the institution’s bold vision, ensure a successful campaign and elevate the program to a new institution-wide philanthropic culture. We advised and provided counsel on the following:
A $100M working goal to be finalized as we moved through the campaign’s quiet phase.
A focus on three major objectives that would drive success: 1) Building volunteer engagement, 2) Creating physician partners, 3) Expanding the major donor pipeline of grateful patients.
A philanthropic strategic plan that focused on expanding research programs and facilities.
A leadership group of campaign volunteers to create opportunities for engagement and leadership building.
Campaign branding and collaterals that told the story of each new research program and campaign priority.
A new and aggressive fundraising infrastructure and staffing plan were needed to accelerate and sustain major and grateful patient fundraising.
A plan for engaging faculty partners.
Major and transformational gift strategies and tactical plans,
An innovative and powerful donor recognition and stewardship approach, and
Major gift training and coaching for the board, institutional leaders and major gift staff.
The Outcomes:
After three years in the quiet phase, the team raised an unprecedented $100M in gifts and pledges making way in October 2015 for the institution to go public with the Bold Science. Life-Changing Cures Campaign with a $200M goal, bolstered by the slogan: “200 by 2020”. By September 2020 in the midst of a worldwide pandemic:
The new campaign goal was exceeded, with commitments of an unprecedented $252 million.
Fifty-seven “Campaign Founding Partners” were secured from grateful patients and friends including gifts ranging from $1 million - $20 million.
Trusted partnerships with the physicians and scientists thrived. Faculty became proactive partners in prospect identification, solicitation and stewardship.
A high-performing team of front-line development officers and staff was created over time, joined by the CEO and department chiefs who became active philanthropic partners and leaders.
Major gift donor engagement was bolstered by targeted wealth screening, analytics, education engagement programs, and by highly personalized and strategic one-on-one cultivation, pre-solicitation and leadership outreach and solicitation.
Most importantly, the campaign was a game-changer for this premier institution’s innovative research. Philanthropy and these passionate donors became true partners in changing lives and even medical science.
“The research at Mass. Eye and Ear is a game changer in finding future cures for blindness and deafness. We needed to accelerate our fundraising program to make sure our world-class scientists have the philanthropic resources required to continue their discoveries. Susan has provided the counsel our entire team, and I, needed to create a high performing fundraising program. With her guidance, we have set audacious goals and are achieving fantastic results that exceed our expectations.”
Wyc Grousbeck, Chairman of the Board, Mass. Eye and Ear and Managing Partner, Governor and CEO of the Boston Celtics
