Big Fundraising, Little Land Trust

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1 Big Fundraising, Little Land Trust 1 Key Factors in Our Success Unique Property Owner Top Notch Brochure 50% Matching Grant to $500,000 The Conservation Fund Mortgage Dedicated Group of Volunteers 2 1

2 About Norwalk 85,000 people Spectrum of nationalities, incomes and industries 26.7 miles of Long Island Sound shoreline Surrounded by other towns and water Three major rivers Founded original settlements 6 Taxing Districts Founded 1973 Low profile, relatively unknown All volunteer Primary focus on stewardship Properties Number Acres Board members Membership % Rowayton Annual income All gifts % $18,

3 Farm Creek Preserve Long Island Sound 5 Challenge Raise $5,000,000 to Complete the Reserve NLT had done nothing like this before: No experience with fundraising No reputation Price at peak of real estate bubble Recession half way through campaign Naysayers said it was impossible What happens to my donation if (when) you fail Recent large fundraising attempt in Rowayton had failed! 6 3

4 Resources Rowayton economy good, with strong sense of community Local neighborhood groups interested Skilled and motivated retirees NLT board skills: environmental, legal, financial, media, political Community skills: artistic, communications, marketing Common urgency to preserve last remaining waterfront for public access : Creekers Formed Nine local, motivated, skilled volunteers Neighbors and Board members Weekly meetings Logo created to provide identity In-kind donation by local graphic artist: John Lister Logo used everywhere possible: brochures, stationery, t-shirts, signs and banners 8 4

5 2006 Year End Status Many one-on-one solicitations yielded the following: Funds Raised Donations Amount % of Goal Total 22 $140, % Individuals 22 $140, % Amount Donations Amount Donations $1 -- $99 3 $10, $24,999 2 $ $499 4 $25, $99,999 2 $ $999 5 $100,000 and up 0 $1, $9,999 6 Total Campaign for Farm Creek Brochure Professionally designed 12 page brochure mailed to over 14 households Cost: $13,400! (design, printing, mailing) Brochure by Oxygen Design 10 5

6 2007: Hart Peninsula Easement Mayor Richard A. Moccia Photos: Elizabeth Ackerman : Pledges Received October Pledge Week 3 year pledges Sixth Taxing District pledges $125,000 DEP grant pledge for $500,000 awarded Norwalk Common Council pledges $30,

7 2007 Summary Hart Peninsula Easement Initial brochure, first campaign newsletter Many free events Dedicated web site Plaque on Stone Barn marking 100 years Trail built on Langdon Discovery Days Civic Organizations donate Farm Creek CD Just Imagine, Ed Wright, guitar 50% of proceeds donated Cumulative Year End Status Cumulative Donations Amount % of Goal Totals 653 $1,706, % Individuals $1,688, % Government Interest $17, % 14 7

8 2008 Summary Creekers expanded (17) First major gift: $250,000 Second newsletter Chuck Schoendorf offers $500,000 match Property purchased in March w/ $2 million 6% interest CLCC Fundraising Award Mortgage refinanced with The Conservation Fund at 3.8% interest Summary, continued Memorial Day Parade, Third Discovery Day House demolition, viewing party Tombros Foundation 50% matching grant up to $500,000 Second Brochure We ve come a long way but we re not there yet Architectural & Engineering Study of Stone Barn Nelson Edwards Co. Historic Architects, Branford Gibble, Norden, Champion, Brown, Old Saybrook Engineers 16 8

9 2008 Cumulative Year End Status Cumulative Donations Amount % of Goal Totals 1,068 $2,998, % Individuals $2,965, % Government $187,500 Interest $32, % : Stone Benches and Dedication State Senator Bob Duff State Rep Chris Perone NLT President Marny Smith at Bench dedication for Allan McKissock Benches from Pound Ridge Stone 18 9

10 Farm Creek Fable A Tale of Love and Nature Cat and Crow Jean Fitzgerald Author and artist 40 year Farm Creek resident : Summary Stone Barn study prioritizes needs (cost $10,000) Video made by Don Nash, an NBC Today producer Critical exterior Stone Barn repairs made Stone viewing benches installed and dedicated April and September newsletters Salt of the Earth dinner / fundraiser Farm Creek Fable publication Farm Creek video featured by The Conservation Fund Ongoing publicity, Discovery Day Pilot 4 th. Grade field trip program 20 10

11 2009 Cumulative Year End Status Cumulative Donations Amount % of Goal Totals 1,473 $3,933, % Individuals & matches 1,471 $3,649, % Government 2 $250, % Interest $34, % : Community Kept Up-to-Date At the Farm Creek entrance On the Rowayton Town Fence 22 11

12 Featured in Forbes June The Conservationist Next Door With government low on cash, neighbors are using tax breaks, sweat equity and ingenuity to save open space. By Ashlea Ebeling Summary Fifth newsletter Farm Creek Sightings Column in local weekly newspaper Forbes Magazine two page article Expanded 4 th. Grade outreach over 400 students Volunteer field trip guides trained Norwalk Common Council commits $155,000 grant Fund-raising cocktail party to begin Stone Barn interior renovation Discovery Day #

13 2010 Cumulative Year End Status Cumulative Donations Amount % of Goal Totals 1,759 $4,515, % Individuals & matches 1,757 $4,230, % Government 2 $250,000 5% Interest $35, % Sources Donations Amount Rowayton 1,239 $3,389,132 Norwalk $131,029 Rest of Norwalk 76 $39,389 Darien 118 $227,159 All other 249 $443,744 Cumulative Totals 1,759 $4,230, Campaign for Farm Creek Preserve Collected grant from state DEP ($500,000) Collect grant from City of Norwalk ($155,000) Pay off mortgage But, the Stone Barn interior Needs work 26 13

14 The Campaign for Farm Creek Preserve Financial Summary 2006 thru 2011 YTD Revenues $4,925,200 Public support and grants $3,985,000 Interest earned on donations $35,200 Government grants (3) * $905,000 Expenses $ 345,850 Stewardship $34,450 Fundraising and capitalized expenses $131,100 Interest paid on mortgage $180,300 * City of Norwalk $155 K approved but not yet received 27 Major Success Factors Unique Property Owner Top Notch Brochure 50% Matching Grant Conservation Fund Mortgage Dedicated group of volunteers AND Weekly Creeker meetings Personal contacts: one on one Government contacts In-kind support Free public events Repeat donors 68% of money raised 28 14

15 Repeat Donors Repeat Donors % of Donors Repeat Donations % of Goal % $3,413K 68.3% 29 What Worked Prompt, personalized thank-you letters Recognition of in-kind support Unique logo on everything Opportunity to pledge over 2 or 3 years Continuing public progress reporting: Heron sign on town fence and property s Newsletters Newspapers Press releases about everything 30 15

16 What Worked, continued Partnering with constituency organizations: Historical Society Friends of Farm Creek Parents Exchange Rowayton Civic Association Free public events: Discovery Day Plaque on Stone Barn Viewing party Newsletters listed all donors 31 What Worked, continued Small donations from $50 to $100 brought in larger gifts and grants demonstrating grass roots support! 32 16

17 What Didn t Work Pyramid fundraising strategy - Became a bottoms-up approach Naming rights Merchandise sales -- modest Big name fundraising concert - Discussed but not tried Higher profile, townwide recognition Board members from every district Still all volunteer Focus on stewardship and public nature awareness Properties Number Acres Board members Membership % Rowayton Annual income 2006 All gifts % $18, One purchase YTD 49% $19,000 or so plus Farm Creek 34 17

18 What s Next Stone Barn interior Building NLT Reserve Fund Build and retain membership Maintain 4 th. grade school program Plaque recognizing all 900+ donors Farm Creek Kiosk Property sign recognizing all owners More properties Accreditation 35 Back-up and Additional Information 36 18

19 2010 Cumulative Year End Status Cumulative Donations Amount % of Goal Totals 1,759 $4,515, % Individuals & matches 1,757 $4,230, % Government 2 $250,000 5% Interest $35, % Amount Donations $1 -- $ $ $ $ $ $1, $9, $10, $24, $25, $99, $100,000 and up 5 Cumulative Total 1,759 Sources Donations Amount Rowayton 1,239 $3,389,132 Norwalk $131,029 Rest of Norwalk 76 $39,389 Darien 118 $227,159 All other 249 $443,744 Cumulative Totals 1,759 $4,230, Repeat Donors Donation Donors <$500 $500+ $1,000+ $10,000+ $100, year years years years Total # Total $ $91K $68K $618K $1,920K $1,457K Repeat $ $34K $35K $496K $1,641K $1,207K Repeat Donors % of Donors Repeat Donations % of Goal % $3,413K 68.3% Note: Includes donor memberships (a few) & matching grants 38 19