Campaign plan for the Jewish Federation of Las Vegas, March 1994

JEWISH FEDERATION OF LAS VEGAS CAMPAIGN PLAN 1994 GOALS AND OBJECTIVES The goals of the 1994 Jewish Federation/UJA Campaign are designed to: 1. Expand the Major Gifts Division to create a sense of Leadership Giving 2. Upgrade the giving levels of all categories 3. Broaden the base at all levels with a well-planned "new gifts" approach 4. Focus on more face-to-face solicitation and less on "event-driven" campaigning 5. Retention of gifts 6. Approach Campaign as a community-building process. ANALYSIS OF THE 1993 CAMPAIGN This past year has been a difficult one for the Jewish Federation of Las Vegas. Without a permanent Executive Director it was difficult to create an environment that was favorable to successful fundraising. Much of the community's efforts were focused on the hiring of new staff, and other issues pertinent to keeping the Federation operational. The Major Gifts event was held in February and did not result in any major increases to the f93 Campaign. Super Sunday was done on a very small scale in the office and resulted in only $40,000 in total gifts. No zero contributors were called. A new event was created in an effort to bring the community together for a Campaign event. The "Gala", as the event was called, was a $500 per person event. 97 people attended. The event did not demonstrate significant increases in individual gifts. Approximately $13,000 in new money was realized. The Campaign year was closed six months early due to a re-structuring of the operations of the Federation and the changing of the fiscal year to begin on July 1. Outreach Events were planned in Green Valley and in Summerlin. Summerlin was the only event that occurred. The Green Valley Event was canceled due to lack of planning and manpower. In May, the Campaign had reached approximately $720,000. Numerous gifts were still outstanding. The members of the Campaign Cabinet were called upon to personally solicit these outstanding values. The Campaign ended with a total of $862,359 which represented 1,125 pledges. It is obvious that there is no substitute for individual personal solicitations. The 1993 Campaign was very much event-driven and could have been more fruitful had individuals been face-to-face solicited. NEW STRUCTURE FOR 1994 CAMPAIGN In an effort to create a more focused Campaign structure and provide for an environment whereby individuals can be effectively solicited, it was decided to restructure the Campaign by creating categories and divisions that would be headed up by select individuals separate from those who would be responsible for the development and implementation of Campaign events. The following divisions have been established: Major Gifts - $5,000 + Pacesetters - $1,000-$4,999 Community - $250-$999 Super Sunday - $0-$249 New Gifts Maimonides Brandeis It was also important to develop our Campaign Plan integrating the Women's Division Events into our overall proposal. This became very important in the calendaring of our events. In an effort to maximize our results it was necessary to develop a calendar that would be appropriate for effective fundraising. PROPOSED CAMPAIGN CALENDAR (See attached.) SOLICITATION TRAINING In August, General Campaign Chairman Marv Perer, Women's Division President Sandy Mallin, Major Gifts Co-Chairman Doug Unger, and Executive Director Ronni Epstein attended a Master Solicitation Program in San Francisco, sponsored by the United Jewish Appeal. The Program focused on specific techniques for 3 effective face-to-face solicitation of Major Gifts prospects. It is being proposed that an individual from the National Training Center of UJA be brought to Las Vegas for a worker training program to be held prior to the October 20th Board Meeting. The Women's Division Board and Campaign Cabinet will be included in the program. Every effort must be made to increase the numbers of individual solicitations done by members of the community. Every member of the Federation Board and Women's Division Board will be expected to cover a specific number of cards for the 1994 Campaign. On October 24th, the Federation Board will hold a Retreat. It is being suggested that at this time all members of the Board be solicited for their 1994 commitment. "Leaders must lead". ASSIGNMENTS During the months of October and November, the Campaign Cabinet will begin to rate and assign all cards to be covered in the 1994 Campaign. This will be done within the realm of individual divisions (i.e. Pacesetters, Community, Maimonides, etc.). It is imperative that wherever possible all cards be assigned to individual workers. EVENTS MAJOR GIFTS OVERVIEW The Major Gifts Campaign sets the tone for the rest of the Campaign with its level of enthusiasm and expected success. It is therefore, important that the months prior to the Major Gifts Event be planned and implemented with a clearly defined schedule of rating, assignment of cards and follow-up. Dividing the Major Gifts portfolio into two areas will make it easier for individuals to focus on their specific tasks. Allan Boruszak, President of the Federation has targeted 12 key prospects for his personal Major Gifts solicitations. In addition to these prospects, Major Gifts Division Co-Chairs Mike Novick and Doug Under will target other individuals for upgrade solicitations and new Major Gifts. As Co-chairs for the Major Gifts Division they will recruit others to work with them to maximize face-to-face solicitations which are the key to the success of the Major Gifts Campaign. Jerry and Carole Turk will serve as Co-Chairs of the Major Gifts Event which has been set for late January. It is being suggested that the event be planned as a cocktail reception with a top-notch speaker. (See attached recommendations.) The event will be held at the Turk's new home which is being built in Summerlin. This year, the minimum gift for the Major Gifts Event will be a $5,000 contribution to be made by one member of the family. It was felt that although this was not necessarily an overall increase in the minimum gift per couple, the psychological upgrade to a $5,000 minimum gift by an individual would begin to move this Campaign closer to a more appropriate category of giving. It is important to emphasize that the majority of solicitations must take place prior to the event if we are to achieve any level of success. NEW GIFTS Key to the development of the Las Vegas Campaign is the development of New Gifts. It is in this area that we have the best chance to make significant increases in our Annual Campaign. It is being proposed that the month of December be set aside for a series of Outreach events in Sun City, Green Valley, and Summerlin. In addition, a New Gifts Committee will be formed under the leadership of Rick Hollander to strategize ways to develop new givers at all levels of the Campaign. LION OF JUDAH As was mentioned previously, a key to the success of the 1994 Campaign is the integration of Women's Division events into the overall plan. The choosing of a February date for the Lion of Judah Event is commensurate with appropriate fund raising planning. It is important that prospects for Lion of Judah be discussed and evaluated along with Major Gifts prospects in the General Campaign. POMEGRANATE EVENT This year, it was suggested that the Pomegranate Event, unlike last year, be held separate from the Lion of Judah Event. These gifts should also be rated in conjunction with General Campaign prospects. PROFESSIONAL DIVISIONS In the past, the Maimonides and Brandeis Divisions have been primarily focused on developing "membership" to their individual societies. It is important that we continue to bring new doctors and lawyers into the Federation system through these effective means. However, we must begin to target those individuals who have consistently given the minimum gift for the past several years. These people need to be approached on an individual basis for upgraded giving. A special minimum gift event (level to be determined) needs to be planned for the months of February and/or March. SUPER SUNDAY Last year Super Sunday was done in a very minimal fashion in an effort to reduce expenses. This year it is being proposed that Super Sunday be expanded to be a major new gifts event in an effort to not only reach low-end givers but bring new people onto our roles. Now that we have a large enough facility to accommodate at least 40 telephones in the Community Room, it is being suggested that this event be held at the Federation Office. Super Sunday is an important public relations tool and if planned and executed appropriately, can serve to educate large numbers of individuals to the Mission of the Jewish Federation. The Young Adult Division has been asked to take the lead in organizing this program; however, if it is to be successful it requires a total community-wide effort, in particular, Board participation. Gifts that will be covered in 7 Super Sunday will range from $0 to $249. COMMUNITY DIVISION This year we have created a new division which will encompass gifts from $250 to $999. The Division will be chaired by Stan and Georgia Ames. Chairmen still need to be chosen for the Community Division Event. Utilizing the concept of last year's Gala, an event will be planned for Saturday evening, March 19th that will target individuals who make a $500 or more minimum gift to the Annual Campaign. This event will serve as an opportunity to bring large numbers of individuals from the community together in a festive setting which will include an evening of dinner and dancing. The theme of the event should be in keeping with the Mission of Federation and create a positive environment in which people can come together to celebrate their involvement in the Jewish community. PACESETTERS DIVISION The Pacesetters Division is a new division for the Federation Annual Campaign. A committee under the leadership of Jerry Welt will be formed to create a plan to develop givers within the $1,000 to $4,999 category. This may be done with the establishment of a new Federation event at a giving level to be determined. Many people who are already within this division will be targets for upgrades to Major Gifts. 8 WOMEN'S DIVISION The Women's Division Board has agreed to increase its minimum gift level luncheon to $3 65 (a dollar a day) . This will help provide for an upgrade in Women's Division giving and will be commensurate with other entry level events for Women's Divisions around the country. YOUNG ADULT DIVISION EVENT With the implementation of a new Young Adult Division program a Campaign component will be incorporated into their overall plan for the year. Since members of the Young Adult Division are predominantly a year-round community, their Campaign event will be held in either late March or early April and will be an entry level gift event. FEDERATION GOLF TOURNAMENT In the past the Federation Golf Tournament has not been promoted as a Federation/UJA Campaign Event. It is being suggested that if this event is to take place this year, it should be appropriately integrated into the overall Campaign Plan and be utilized as a minimum gift outreach event. DIRECT MAIL A creative Direct Mail Campaign will be established on an experimental basis to coincide with the Major Jewish Holidays. Direct Mail pieces will be designed to coincide with the New Year, 9 Chanukkah, and Passover. Direct mail will also be important to the New Gifts Campaign Program. OPERATION EXODUS It is being recommended that the 1994 Campaign be a one-line Campaign with Operation Exodus being solicited on a separate card. We have reached our Operation Exodus goal and therefore any additional gifts to Operation Exodus will be considered "plus gifts." Prospects who have not yet made an Operation Exodus Gift will be solicited only after their 1994 Annual Campaign commitment has been secured. MISSIONS PROGRAM It is a known fact that Missions to Israel are one of the best tools to raise significant dollars for the Annual Campaign. Over the years, this community has run specific Missions, however, there has not been a planned approach to the development of these programs. A proposal will be brought to the Board of Directors in September for the Las Vegas Jewish community to participate in a pilot project that will assist in the marketing of a variety of national UJA Missions. In addition, a Missions Committee will be formed to address the specific needs of the Las Vegas Jewish community with regard to Missions. 10 MARKETING AND PUBLIC RELATIONS In order to create a positive climate for fundraising it is imperative that we create a comprehensive approach to marketing the Jewish Federation. Several pieces are already in production to aid the Campaign worker with his/her solicitations. In addition, we need to develop an overall advertising and marketing campaign to reach the maximum number of individuals in our community. Our new partnership with HBC Publications to create a quality Jewish newspaper that will reach out to the community far beyond our own Federation list, will make it possible for us to get our message out to the total community. A Public Relations Committee will be formed shortly to work in conjunction with the Campaign Cabinet. CONCLUSION We face a tremendous challenge in 1994. The growth of our Campaign must be expanded, our solicitation efforts must be expanded, and above all, the number of involved individuals in our community must be dramatically increased. A carefully planned and executed Campaign requires the dedication and efforts of many individuals. We have put together a group of talented individuals to lead our Campaign efforts. We must now put into place a team of workers whose knowledge and skills will be further developed through training and education and who will work throughout the coming Campaign season to maximize personal solicitations. With hard work and solid planning, we can bring our 1994 Campaign to new heights. 11 1994 CAMPAIGN CABINET * General Campaign Chair: President: Major Gifts Chairs: Dr. Marvin A. Perer Dr. Allan N. Boruszak Douglas Unger Michael J. Novick Major Gifts Dinner Chairs: Jerome Turk Carole Turk Pacesetters Division ($1000 - $4999) Gerald M. Welt Community Division ($250 - $999) New Gifts Division: Super Sunday ($0 - $249) Dr. Stanley Ames Georgia Ames Richard A. Hollander Maimonides: Brandeis: Women's Division Camp. Chairs. Dr. Harris J. Waters Dr. Neville Pokroy Lenard E. Schwartzer Amy Boruszak Leslie Simon Women's Division President Sandy Mallin Past Campaign Chair: Michael J. Novick Community Gala: * In Formation PROPOSED CAMPAIGN CALENDAR August 8 - 9 Master Solicitation Program (UJA - San Francisco) July / August Target Major Gifts Prospects Update all lists October 9 - 1 0 Federation Building Dedication Weekend October 2 0 Worker Training October 24 Board Retreat November Assignments - Ratings - Begin Solicitations November 16-21 General Assembly in Montreal December Outreach Events: Sun City, Green Valley and Summerlin. February 5 Major Gifts ($5,000 minimum for one member of family) February 10 February 24 Lion of Judah ($5,000 Women's Division Gift) Pomegranate Event ($1,500 Women's Division Gift) February / March Maimondes Event Brandeis Event March 6 Super Sunday ($0 - $249) March 19 April 5 Community Division Event ($500 per person gift) Women's Division $3 65 Event PRIMARY LOCAL BENEFEOAMES ADAT ARI EL RELIGIOUS SCHOOL 1725 South Rainbow Boulevard, Las Vegas, Nevada 89102 - 221-6064 Classes offer education from pre-school to confirmation, ages 3-16 with Adult Education Classes available to post-confirmation students. B'NAI B'RITH YOUTH ORGANIZATION (NATE MACK B'NAl B'RITH LODGE) 3909 South Maryland Parkway, Suite #202, Las Vegas, Nevada 89119-7520 - 731-0356 CHABAD OF SOUTHERN NEVADA RELIGIOUS SCHOOL/LEARNING CENTER 1254 Vista Drive, Las Vegas, Nevada 89102 - 259-0770 Classes for ages 4-13 are held afternoons and Sundays. The Center is a licensed pre-school/pre- K/Kindergarten Day Care offering a comprehensive program of child development. Children learn social and moral values, behavior, Judaic as well as secular studies, including Hebrew and English alphabets, Holidays and more. Sports, movies, trips, music and additional areas of study are programmed. The Center is open to Jewish children who are physically able to participate in a pre-school program. CONGREGATION NER TAM1D PRE-SCHOOL 2761 East Emerson Avenue, Las Vegas, Nevada 89121 - 733-6292 A pre-school encouraging children to develop their own self image in an active learning setting. Offers quality education in an atmosphere of security and love, motivating through play. Social, emotional, physical, intellectual and religious activities implemented through planned events and spontaneous expression. INTER-FAITH CENTER AT UNLV 4765 East Brussels Avenue, Las Vegas, Nevada 89119 - 736-0887 Established by Roman Catholics, Protestants and Jews to create a better understanding of religious beliefs among college aged young adults. The Center is shared and managed co-operatively by the Catholic Diocese, the Jewish Federation of Las Vegas and the Protestant Campus Ministry; each supporting its own chaplin/co-ordinator and its own programs, including nHome Away From Home JEWISH COMMUNITY CENTER OF SOUTHERN NEVADA 3909 South Maryland Parkway, Suite #405, Las Vegas, Nevada 89119-7520 - 794-0090 A community organization offering Jewish cultural, educational and recreational programs for all ages. JEWISH FAMILY SERVICE AGENCY 3909 South Maryland Parkway, Suite #205, Las Vegas, Nevada 89119-7520 - 732-0304 A multifaceted social service agency assisting in the maintenance and strengthening of Jewish family life. JFSA acts as an extended family and offers a broad range of programs including: counseling, services to seniors, single parent support programs, Jewish family life education, home sharing and housing options for seniors, emergency financial assistance, local Russian resettlement and adoption services. JEWISH WAR VETERANS POST #711 An organization of veterans, who perform community service, provide social activities for its members and programs for the community. LAS VEGAS HEBREW HIGH 732-0556 A community-wide weekly high school, sponsored by the Jewish Federation and local synagogues, providing teenagers with continuing Jewish education in a stimulating atmosphere. LVHH also plans retreats, social events, and guest speakers with input from a Student Planning Board. MILTON I. SCHWARTZ HEBREW ACADEMY 9700 Hillpointe Road, Las Vegas, Nevada 89134 - 255-4500 An accredited college preparatory community day school committed to educational excellence. Co-educational, non-profit and non-parochial, accepting eligible students of all ethnic backgrounds, color and nationality. Comprehensive curriculum includes: Reading, English, History, Judaic Studies, Mathematics, Science, Computers, Hebrew, Spanish, French, Japanese, Physical Education, Health, Music, Choir, Fine Arts and Drama. TEMPLE BETH AM RELIGIOUS SCHOOL 501 South Ninth Street, Las Vegas, Nevada 89101 - 385-5366 Offers classes for pre-schoolers (age 3 by August 30) through confirmation. B'nai Mitzvah students attend religious school and study privately with the Rabbi. TEMPLE BETH SHOLOM PRE-SCHOOL/HEBREW DAY SCHOOL 1600 East Oakey Boulevard, Las Vegas, Nevada 89104 - 384-5070 A private Jewish school established to provide excellent academic programs in Jewish and General studies for students in Kindergarten through third grade. Bi-lingual curriculum presents a philosophy of life embodied in Conservative Judaism and stresses social action and responsibility. Comprehensive curriculum includes Spanish, Music, Computer Literacy, and Physical Education. Jewish dietary laws are observed. ALPHABET SOUP Below are some acronyms which will be used from time to time. It would be helpful for you to "learn the lingo". ADL - Anti-Defamation League AJC - American Jewish Congress AIPAC- American Israel Public Affairs Committee BBW - B'nai B'rith Women BBYO - B'nai B'rith Youth Organization CAJE - Central Agency for Jewish Education CJF - Council of Jewish Federations CRC - Community Relations Council GA - General Assembly HIAS - Hebrew Immigrant Aid Society JA - Jewish Agency JCC - Jewish Community Center JDC - Joint Distribution Committee JESNA - Jewish Education Service of North America JF&CS - Jewish Family and Children's Service JFPBC - Jewish Federation of Palm Beach County JNF - Jewish National Fund JTA - Jewish Telegraphic Agency JWB - Jewish Welfare Board JWV - Jewish War Veterans LCBC - Large City Budgeting Conference NJCRAC- National Jewish Community Relations Advisory Council NCJW - National Council of Jewish Women Fage 3 GLOSSARY ISRAEL BONDS - State of Israel Bond Organization created in 1951, seeks to provide large scale in-vestment funds for the economic development of the State of Israel through the sale of State of Israel Bonds. UIA - United Israel Appeal is the principal bene-ficiary of the UJA Regular Fund and the Israel Emergency Fund. It evaluates projects and programs carried on by the Jewish Agency, its agent in Israel, and determines appropriate use of UJA funds for support of the Agency's work with immigrants, their integration into Israeli life, health, housing, education and job training, including Project Renewal. UJA - United Jewish Appeal was created in 1939 by the American Jewish community as its principal fund raising agent in the United States for support of humanitarian overseas programs and services. These programs are carried out in Israel through the work of the Jewish Agency for Israel, and in Jewish communities in more than 30 nations around the globe, through the American Jewish Joint Dis-tribution Committee (JDC). From its inception, UJA has shared this respon-sibility with communities large and small, Federa-ted and non-Federated, all across America.. With funds allocated from community campaigns, UJA has contributed to the rescue and rehabilitation in free lands of more than three million men, women and children, more than half of them immigrants to Israel. GLOSSARY OF AGENCIES & ORGANIZATIONS AIPAC - The American Israel Public Affairs Com-mittee is a registered lobbying organization operating in Washington to interpret Israel's interests to Congress and the administration. CJF - Council of Jewish Federations is the as-sociation of 200 Federations, Welfare Funds and Community Councils. Established in 1932, it serves as a national instrument to strengthen the impact of Jewish Federations through programs of leadership development, community organization, campaign planning and joint national-local efforts to meet Jewish needs. GA - The General Assembly of the Council of Jewish Federations has become the central meeting place of American Jewish leadership. It takes place annually and is scheduled in a different community each year. It is attended by over 2,000 delegates from local Federations. Its agenda deals with a broad range of domestic and international Jewish concerns. HIAS - Hebrew Immigrant Aid Society is the refugee and immigration agency of the organized American Jewish community. Since its formation in 1880 it has assisted over four million Jews to escape areas of danger and find new homes in secure communities. At the request of the United States government, it has represented the Jewish community in arranging for the settlement of various other refugee groups such as Indo-Chinese, Cubans and Africans. JEWISH AGENCY - This is the organization in Israel which carries out humanitarian programs to aid in the resettlement and absorption of immigrants. It maintains programs and services for language and vocational training, housing, social welfare, rural settlement, youth care and the preschool and higher education for Jewish immigrants from every corner of the earth. In 1979 the Agency added a Project Renewal unit which plays a central role in the on-going program to rehabilitate distressed immigrant Btighborhoods. JDTISH NATIONAL FUND - The Jewish National Fund, organized in 1901, is the exclusive fund raising agency of the World Zionist movement for purchas-ing, developing and reclaiming land in Israel. Title to JNF land is held in the name of the Jewish people and is leased on a long-term basis to settlers. 1993 LOCAL ALLOCATIONS ORGANIZATION AMOUNT APPROVED Adat Ari El 500.00 B'nai B'rith Youth 500.00 Chabad of Southern Nevada 1,000.00 Congregation Ner Tamid 5,000.00 Inter-Faith Center at UNLV 6,000.00 Jewish Family Service Agency 110,000.00 Jewish War Veterans Post #711 500.00 Las Vegas Hebrew High 1,000.00 Milton I. Schwartz Hebrew Academy 40,000.00 Temple Beth Am 1,000.00 Temple Beth Sholom 5,000.00 TOTAL ALLOCATIONS: $170.500.00