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® SPOtLiGht Hunterdon Medical Center finds success in donor relations By Andrew KitchenmAn The first two years of Hunterdon Healthcare System’s capital campaign focused on what hospital President Robert P. Wise called “family and close friends.” The campaign is supporting a $70 million expansion and renovation of Hunterdon Medical Center, including a new radiation oncology wing that opened a year ago. It has raised $9.3 million toward its $15 million goal. Wise said the organization identified long-term contributors to support the effort, as well as the hospital’s own doctors. “I couldn’t ask for a greater response BED7174 NJBic Race a.qxd:Layout 1 2/23/11 10:42 AM Page 1 Hunterdon Healthcare System has raised $9.3 million toward its goal of $15 million for its expansion and renovation of Hunterdon Medical Center. from the medical staff,” Wise said. Wise noted the importance to donors of understanding the real needs of the hospital, and no group is in a better position to do that than its own staff. Wise is in his 21st year as the hospi- On the fast track, every decision counts. bederson LEADS THE WAY WITH SUPERIOR financial and accounting services If you’re driven to succeed, Bederson can help with winning strategies, creative insights, extensive research and personal service. For over 70 years, businesses and individuals have counted on Bederson to steer them in the right direction. Let Bederson take the wheel and see what true performance feels like. Contact Mark Mazza, Managing Partner 973-530-9146 • mmazza@bederson.com West Orange, New Jersey bederson.com Accountants and Advisors since 1937 tal’s president, and has seen competition grow for scarce contributors’ dollars, as out-of-area institutions like Johns Hopkins University Health System, in Baltimore, and Memorial Sloan-Kettering Cancer Center, in New York, target New Jerseyans. “We have to demonstrate that we are just as good” at providing excellent care as these organizations, Wise said. E-mail to: akitchenman@njbiz.com cAmPAiGn > Continued from page 17 continuing operations. Bixel said campaigns offer a heightened version of fundraising — “incredibly intensive efforts where you have the staff of the organization, you have the board of the organization, you have a steering committee driving the campaign over what could be a one-year process, or a multiyear process.” Capital campaigns are distinguished by their design to reach specific goals, such as funding for new facilities, rather than nonprofits’ annual fundraising, which aims to fill a gap in the operating budget. Bixel said some of her clients have had to continue capital campaigns past their originally planned end dates, since donors are taking more time to decide whether to give. In some cases, there have been fewer large donations. While some larger donors continue to give to organizations with which they have a long-standing relationship, most capital campaigns are seeking more donors and smaller gifts, Bixel said. At the height of the recession, when organizations consulted with Semple Bixel about whether to launch a capital campaign, they decided against it unless there was an urgent need. Now, firms are encouraged to move forward. Bixel’s advice to those who have done the necessary planning is: “Be cautious, but do this. The tone has changed.” The McAuley School for Exceptional Children, a North Plainfield school for cognitively disabled children, is a case of a small nonprofit successfully launching a capital campaign. Through support from the families and foundations, the school was able to hold a ribbon-cutting ceremony, and has raised $1.5 million toward its $2 million goal. In the 35 years since Robert F. Semple founded Semple Bixel, the number of capital campaigns has increased dramatically, as has the number of nonprofits, Bixel said. “The fundraising process has not changed, we’ve just had to become more creative,” Bixel said. McAuley School director Sister Lee Ann Amico said the capital campaign was prompted by the decision to purchase a former parochial school and renovate it so it could meet state code. The school was founded in 1966 to > See cAmPAiGn on page 19 18 March 7, 2011 ◆ njbiz www.njbiz.com
cAmPAiGn > Continued from page 18 serve students with Down syndrome, and has roughly 35 students. While the school formerly was affi liated with the Catholic Church, it ended the affi liation after it began to receive state funding. “I knew the project was worthy, and I didn’t know how we were going to do it, but I did believe we would do it,” Amico said. “I relied on Semple Bixel to steer me in the right direction.” Amico said the campaign relied on a base of supporters who already were familiar with it. “We reached out to some folks that we knew would be very much interested in the campaign, and also these folks would have the ability to reach out for us beyond themselves,” Amico said. “They were not only our friends or acquaintances, but they had some other contacts that they could maybe help us with.” The campaign’s success allowed the school to open in its new building in January. Amico said she was amazed at the donors who the campaign reached, as volunteers reached out to additional potential donors. “We found friends who we didn’t know we had,” said Amico, who said that along with being the school’s director, she is the principal and “I do boiler work.” She is hoping to complete the last $500,000 in fundraising in the next 18 months. e The larger $50 million campaign at Centenary drew on both the college’s alumni base and the broader northwestern New Jersey community. The campaign offered a variety of giving levels, from $250 to dedicate a brick outside of the new center to million-dollar-plus gifts. The center is named after David and Carol Lackland, who contributed roughly $20 million. Ward said the college was able to advance toward its goal despite the recession. “It was defi nitely a concern, but we already had done a lot of good work in introducing the topic of the need to several indi- Easy to get to...hard to leave. Paid for by N.J. Urban Enterprise Zone funds. Christina Mazza In Lakewood, you can have it all . . . from the crack of the bat at the BlueClaws’ Stadium to the rising curtain at the historic Strand Theater from walks, trails, and picnics in our pristine parks to endless rounds of golf at three golf courses from boating and fi shing on beautiful lakes to 3 1 ⁄2% sales tax for shopping and free parking in a quaint Victorian setting from visiting nearby beaches, boardwalks, and malls to learning at two outstanding universities from the 2nd largest industrial park in New Jersey to a new corporate park, luxury Hilton Hotel, and publicly owned airport For you, your family, your business: Lakewood – a place where you can have it all ! For more information: Patricia Komsa, Exec. Dir./UEZ Coordinator Lakewood Development Corporation 732-364-2500 Ext. 5257 E-mail: pkomsa@lakewoodtwpnj.org www.twp.lakewood.nj.us 1111111111111111111f LkwdUEZ_NJBIZ_Qtr11.indd 1 1/27/11 10:11:19 AM The David and Carol Lackland Center at Centenary College, in Hackettstown, opened after a $50 million campaign, which tapped alumni and the broader northwestern New Jersey community. ee f viduals,” she said. “I do think there might have been a bit of stall in giving (when the market crashed). When people grew more confi dent and they realized the world wasn’t going to end, they realized this was still a good investment.” Ward credited much of the campaign’s success to its volunteers, who were led by Virginia Littell. She had built a relationship with the college through her husband, former state senator and Centenary board member Robert Littell. A successful capital campaign “is really about passion,” Virginia Littell said. “It’s about telling a story. It’s about con- Grow a strong organization SPOtLiGht vincing people.” She said campaigns need to work to draw in potential donors. “The biggest thing for everybody who volunteers is you absolutely have to have a passion for the process,” she said. Virginia Littell found the “story” that Centenary was telling — about how the new center would play a positive role in both the cultural and economic life of the community — was compelling to donors. “There’s no question that there is an ownership, a partnership, a sense that we are working together,” she said. E-mail to: akitchenman@njbiz.com Current economic conditions make it critical for not-for-profit organizations to have accurate financial information to remain focused on their mission. Our experts understand the unique financial, regulatory and operational challenges organizations face today. Let us help you meet your challenges so you can grow and succeed in your mission. 973-328-1825 | www.nisivoccia.com www.njbiz.com njbiz ◆ March 7, 2011 19 ®
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