CAMPAIGN MANUAL

LAKE HAVASU CITY'S BUSINESS PARK CAMPAIGN

RESOURCE DEVELOPMENT GROUP,INC.

JANUARY 2005

CAMPAIGN MANUAL

I. Introduction

  • The Prospective Plan
  • Campaign Timeline

2. The Campaign Preparation Phase

  • Role of the Honorary Chair, Co-Chairs and Advisory Board
  • Finalize the Rationale for Support
  • Finalize and Produce Campaign Materials
  • Identify and Rate the Campaign Prospects
  • Top 20 Prospect Strategy
  • Determine Potential Date for First Campaign Event

3.The Campaign Solicitation Phase

  • Solicitation Strategies
  • Personal Solicitation
  • Public Relations

4. Conclusion

  1. Appendix
  2. Campaign Preparation Action List
  3. Complete Solicitation Process

  1. Introduction

The Prospective Plan

  • Effectively utilize the campaign leadership in canvassing private support.
  • Prepare rationale based upon the assessment of the business community during the Feasibility Study and communicate this in print, and in person.
  • Present the case in face-to-face presentations.
  • Solicit and secure the financial support from the top 200+ companies, associations and businesses.
  • Request support from multiple sectors and include these groups as a substantive part of all future plans.
  • As needed, maintain communication with the media and community groups to build an ever-widening base for additional public/private support.

Campaign Timeline – 2005

JanuaryFebruary/JuneJuly

Leadership in PlaceBroad-Based Solicitation Follow-Up

Final Closure

Leadership Kick-Off 220-225 Total Calls Close-Out

Meeting Report

Finalize Campaign Leadership Events Campaign

Name, Brochure, andSuccess Event

Campaign Materials

Finalize Top 20 Campaign Kick-Off

Event

Prospect Rating

Finalize Master

Prospect List

Solicit Campaign

Leadership and Board

  1. Campaign Preparation Phase

The following positions will be filled by community leaders that will provide the leadership to propel the fundraising for the Business Park campaign to a successful attainment of at least $1.65 million in private funding:

  • Campaign Honorary Chair
  • Campaign Co-Chairs
  • Campaign Advisory Board

Role of the Campaign Honorary Chair

The major responsibilities and duties will include:

  • Lead the campaign
  • Work with the co-chairs, members of the campaign advisory board, and the campaign manager to ensure the ultimate success of the campaign and realization of the funding goal.
  • Publicly endorse the campaign’s goal, substance, and strategy.
  • Assist in identifying and rating the willingness and investment potential of prospective program investors.
  • Agree to the use of his name and title on campaign stationary and other campaign materials.
  • Assist in developing the solicitation strategy for potential program investors, including those individuals, companies and organizations with whom he has a personal or professional relationship.
  • If needed, assist the campaign manager in securing appointments with selected campaign prospects and providing appropriate follow up to encourage the prospect to commit their financial support.
  • Make a financial pledge in support of the campaign, which represents his commitment to the success of this campaign. This pledge will motivate and inspire others to invest in the future of Lake Havasu City.

Role of the Campaign Co-Chairs

The major responsibilities and duties of these leaders will include:

  • Direct the campaign.
  • Work with the honorary chairman, members of the campaign advisory board and campaign staff to ensure the ultimate success of the campaign and realization of the funding goal.
  • Publicly endorse on appropriate occasions, the campaign’s goals, substance, and strategy.
  • Assist in identifying and rating the willingness and investment potential of prospects.
  • Agree to allow their names and titles on campaign stationary and other campaign materials.
  • Assist with the solicitations of prospects, especially those individuals and companies with whom they have a personal or professional relationship.
  • If needed, assist the campaign manager in securing appointments with selected campaign prospects and providing appropriate follow up to encourage the prospects to commit their financial support.
  • Make a substantial investment, which represents their interest in and commitment to, the success of this campaign. This pledge will motivate and inspire others to invest in the future of Lake Havasu City and the Business Park.

Role of the Campaign Advisory Board

The major responsibilities and duties of these leaders will include:

  • Work with the co-chairs and campaign staff to ensure the ultimate success of the campaign and realization of the funding goal.
  • Publicly endorse on appropriate occasions, the campaign’s goal, substance, and strategy.
  • Assist in identifying and rating the willingness and investment of potential prospects.
  • Agree to allow their names and title on campaign stationary and other campaign materials.
  • Assist with the solicitation of prospects, especially those individuals and companies with whom they have a personal or professional relationship.
  • If needed, assist the campaign coordinator in securing appointments with selected campaign prospects and providing appropriate follow up to encourage the prospects to commit their financial support.
  • Make a financial pledge in support of the campaign, which represents their commitment to the success of this campaign. This pledge will motivate and inspire others to invest in the future of Lake Havasu City.

Finalize the Rationale for Support

Three key elements underpin this challenging effort: positioning a competitive area, the economic impact of revenues connected to the companies that locate in the area and the direct and indirect job opportunities that will continue to develop as this program continues to mature and countywide cooperation is fostered.

The final rationale for support should clearly explain:

  • Members of the Campaign Leadership—Why they are behind the project, both as leaders and donors.
  • The necessity to diversify the City’s economy.
  • The Business Park will be a vehicle to recruit companies that pay $17.79 an hour (before benefits). This is 50% more than current average wages in the City.
  • Phase I (19 acres) will bring:
  • 550 new high paying jobs
  • 600 new jobs indirectly created through spin-off employment
  • 250 jobs during the construction of Phase I
  • The new jobs created will have a significant impact on the local economy that will benefit the business community.
Finalize and Produce Campaign Materials

The Lake Havasu City’s Business Park campaign will require effective communication materials, which will serve as a sales tool. The materials will assist the campaign manager and leaders to:

  • Educate prospects with regard to the rationale for support.
  • Create a climate for giving during the solicitation phase.

The following campaign materials will be necessary to present the rationale for support:

The Campaign Brochure – A straightforward piece, which communicates the potential impact of the Business Park and the time-line for developing Phase I:

  • The Rationale for Support
  • The Reasons to Invest
  • Components and Priorities

The Campaign Folder – To accommodate the brochure, pledge card, and any support material (i.e.: newspaper articles, testimonials, list of contributors (without dollar amount).

The interior background of the folder will contain the visual layout of the future Business Park.

The brochure and folder will be used in several ways:

  • As a tool on the solicitation calls in answering questions and in highlighting the benefits of the Business Park.
  • As a “leave-behind” informational piece designed to assist in the decision to invest in the Business Park.
Identify and Rate the Campaign Prospects

Leadership and PED board members’ investments will set the pace for the campaign and be an example for others to follow.

A key task of campaign preparation is the management of the prospects evaluation process. Campaign leadership, in conjunction with the campaign manager and staff, will analyze the financial potential of each prospect through an extensive and comprehensive screening and rating process.

Final rating will be determined by the prospect’s affiliation or interest in this project, financial capacity, history of giving, etc. This rating process will identify and rate:

  • The top 20 companies that were identified during the Community Assessment and Feasibility period. This group will be solicited starting February 1.
  • The second top tier, comprising of 75 prospects, and the third tier of prospects, comprising of 125+ companies. The second and third tiers will be solicited between March and July.

Top 20 Prospect Strategy

The focus on prospect solicitation calls during the leadership phase (January and February) will be on the Leadership, PED board members, and the top 20 prospects.

The first event, for the top 20 prospects, board members and select prospects, will take place before February 1. To make this event successful, the following actions will need to be completed:

  • Identify the location of event.
  • Determine the date and time of event.
  • Develop the invitation list.
  • Identify and secure a host.
  • Develop an invitation letter and collateral event materials.
  • Develop a media strategy.
  1. Campaign Solicitation Phase

Solicitation Strategies

One-on-one solicitation calls on prospects will be the primary method utilized in achieving the financial goals of the campaign. There will be special emphasis on soliciting businesses, which are front-line beneficiaries of the creation of the Business Park.

Many strategies will be utilized to maximize the contributions from prospects. They will include regular telephone follow-up, customized contacts by letter, and personal visits by the campaign manager and leaders.

Periodic investor/prospect gatherings will be planned with campaign leaders. Other events for prospective investors may include, but are not limited to:

  • Events relating to campaign progress/leadership gifts/attainment of benchmarks.
  • Media campaign.

It is important to recognize that 80% or more of the investment in the campaign will result from the top 95+ solicitation calls. The campaign will offer pledges over a 5-year period.

The method of solicitation will include, but is not limited to:

  • Approaching the highest ranking of a total pool of 200-220 prospects.
  • Requesting a personal appointment to discuss the new Business Park and the importance of contributing to the future of Lake Havasu City.
  • Personal solicitation will be the major vehicle used to secure investments. Solicitation will be managed and conducted by the campaign manager.

Public Relations

While related publicity will be generated during the earlier phases of the campaign, the need for a pro-active public relation campaign will continue.

The main goal will be to build an ever-widening base of support for the City, PED, and Business Park. Public relations activities could include:

  • Identify further constituencies on which to build continued support.
  • Brief newspaper editorial boards and communicate with TV and radio.
  • Design press release program to announce major developments.
  • Fully implement an Investor Relations program.
  • Assemble names of high profile supporters, which can be used in letters, advertising, etc.
  • Develop a series of events to commemorate announcements/successes of the campaign and ongoing program.
  1. Conclusion

The success of the campaign will depend on the following important factors:

  • LEADERSHIP – a dedicated group of volunteers who are committed to the ultimate success of the campaign.
  • RATIONALE FOR SUPPORT – a compelling case which motivates and inspires prospects to invest in the program.
  • CAMPAIGN MANAGEMENT – a professional sales oriented approach, which effectively communicates the need and instills confidence in the program.
  • INVESTOR RELATIONS PROGRAM – keep the PED board and members, contributors to the campaign, and select public officials and community leaders, informed throughout the campaign.
  1. Appendix

Campaign Preparation Action List

  • Review logistics, support, and solicit with the campaign leadership.
  • Create name for the campaign.
  • Develop “draft” campaign brochure, to be approved by the campaign leadership.
  • Rate and screen prospects.
  • Develop pre-approach letter.
  • Develop proposal letter, confirmation letter, and pledge card/letter.
  • Reach agreement about in-kind investment opportunities.
  • Develop pledge-tracking system.
  • Identify initially the top 20 solicitation calls; then 200+ calls.

Complete Solicitation Process

Outlined below is an example of the typical process surrounding a solicitation call. The entire system is designed to stress the importance of a financial investment and to keep our request as a top priority with the potential prospect. The goal is to bring the prospect to closure as quickly as possible.

Pre-Approach Letter – This letter is sent to every company we have targeted for a solicitation call one or two weeks prior to our attempt to schedule a meeting. It is designed to prepare and soften the individual in an effort to make it easier to schedule an appointment.

Pre-Call Background Information – Prior to each call, the individual and company that will be met will be fully researched in an effort to know as much as possible about each prospect in terms of interests, giving history, clients, standing in the community, etc. The campaign leadership must play an important part in this process.

Proposal Letter – This is a standard proposal letter that can be used as the “boilerplate” for the majority of solicitation calls. Obviously, each letter needs to be tailored to each individual meeting. In addition, this letter will most likely change and evolve with the campaign. This letter must be mailed out within 24 hours of the solicitation call.

Call Report – During a meeting with a prospect, detailed notes will be dictated into a call report and filed. Someone completely unfamiliar with the call should be able to review the call report and feel like they were there and are capable of making a follow up telephone call.

Follow-up Letter – It is crucial that the individual being solicited for investment continue to hear from both the campaign manager and campaign leadership in an effort to keep our request at the top of their priority list and bring them to rapid closure. The first and second follow up letters should come from campaign leadership and be sent out under their signatures. The first follow-up letter should be sent a week to 10 days after the solicitation call and original proposal letter. The second follow-up letter should be sent 2 weeks after the first follow up letter.

Special Follow-Ups – Certain individuals will necessitate special follow-up letters or personal phone calls from the leadership due to special relationships or circumstances surrounding the call.

Phone Call Follow-Up – Depending on the meeting, it is generally appropriate to call the prospect on the phone 10-14 days after the solicitation call to inquire whether a decision to invest has been made or if there is any further information that is needed.

Acknowledgement/Confirmation Letter – A letter from the campaign leadership is sent to the new donor immediately upon receiving written commitment of their investment. This could be in the form of their letter or a signed and completed pledge form. Documentation in the form of a formal letter or signed pledge form is required to include the new donor on the committed list.

Thank You Letter – A thank you letter, from the honorary chair, as well as a leadership member, if he or she was instrumental in closing the deal, is appropriate upon receipt of their check and/or the pledge card/pledge letter.