AAMC GIA 2008 Awards for Excellence Competition by twoturntables


									AAMC / GIA 2008 Awards for Excellence Competition
The “Shoestring” Award – Development
The Early Childhood Partial Hospitalization Program (ECPHP) in the Jane and Terry
Semel Institute for Neuroscience and Human Behavior at UCLA
Program Endowment Campaign for the ECPHP

Project Summary
The Early Childhood Partial Hospitalization Program (ECPHP) in the Jane and Terry
Semel Institute for Neuroscience and Human Behavior at UCLA is an internationally
recognized model for the treatment of children from two-to-six years of age with autism,
related developmental disabilities, and behavioral disorders. To sustain the excellence of
this distinguished program, donors who initially indicated they would make a $50,000
gift in support of the program were encouraged, by Dr. David Feinberg, to lead a
campaign to establish a $1-million quasi-endowment to enhance and expand the
ECPHP’s staff, resources, and services.

Challenges included working under a very tight deadline, during the holiday season, with
no internal budget. Through donor underwriting, active volunteer participation in
gathering an eclectic mix of prospective donors, and the UCLA development and event
team’s efforts, the campaign culminated with a sponsor’s reception and a highly
successful result –$1.1 million, $100,000 more than its intended goal.

Statement of the Need/Problem
Since the ECPHP was established in 1993, there has been an increasing demand for its
unparalleled service and a strain on its resources. With three classrooms in operation, the
waiting list for admission can be as long as two years. To sustain the excellence of this
distinguished program, a donor-initiated campaign to create a $1-million quasi-
endowment for the ECPHP was conceived in November 2006. A quasi-endowment fund
was established to enhance and expand its staff, resources, and services, as well as ensure
adequate annual funding for the program’s anticipated growth.

Three volunteers, Christine and Jordan Kaplan and Jenny McCarthy, stepped forward as
campaign co-chairs and committed to meeting the financial goal, but only if the money
could be raised before the end of the calendar year. A timely business deal for Mr.
Kaplan and the co-hosts’ schedules demanded a quick turnaround time and a small
window of opportunity for the UCLA Medical Sciences Development team to put the
event together. Available dates for the sponsor reception, the campaign’s pivotal
development vehicle, gave the development team less than one month to create a
solicitation list, plan the reception, create and produce invitations and guest information
packets, and secure underwriting support for the event—all without an internal budget.

Solution to Problem
Instead of launching a lengthy campaign, the group decided to send out a solicitation to
potential donors to support the ECPHP in the form of an invitation to an exclusive
reception. Those who donated a minimum of $5,000 would become ECPHP sponsors
with the privilege of attending the party. The development team created an invitation
with remit card that was both informative and engaging to the reader. The remit wording
encouraged invitees to pledge a certain dollar amount to become program sponsors and
attend the sponsor reception. To attract people to attend, Jordan Kaplan and Jenny
McCarthy were able to use their contacts to secure prominent honorary co-hosts—some
of them celebrities—listed on the invitation. Each person on the invitation list received a
high-level follow-up call with a push to donate at the sponsor level.

In order to control costs and timing, all of the printed materials were written and designed
in-house instead of by an outside agency. Invitations were collated and stamped in-house
to avoid the rush charges of a mail house. The information packets were created, printed,
and collated in-house for the same reasons. A stock white folder was used with a
standard clear label, printed in-house to replicate the invitation cover graphics.

The sponsor reception was held at the Kaplans’ home. Mr. Kaplan used his connections
to receive reduced rates from some of the vendors. Entertainment included music
performed by Jim Carrey’s daughter and a video written, produced, and paid for by Jenny
McCarthy. All the collateral materials and the event itself came together with a highly
successful result—a fundraiser that attracted $1.1 million—$100,000 more than its
intended goal.

The solution targeted the problem perfectly. In light of the fact that our main advocates
were available to help us with our efforts only for a very limited time, forgoing the
traditional campaign method made sense. The invitation copy not only educated the
recipients about autism and the ECPHP in an arresting, simple, yet elegant way, but the
allure of the West Coast celebrity world made the sponsor reception extremely appealing
to the primary target, a select group of East Coast investment bankers. What’s more, the
excitement generated during the sponsor reception led to future gifts, a new donor base,
and the opening of a new classroom to alleviate the admissions waiting list for families.

Enclosed are copies of the invitation and the packet, which was handed out to guests. In
the latter are:
      A description of the ECPHP
      A sheet that explains the ECPHP Endowment Fund
      A four-page document on the ECPHP – A Model Treatment Program for
         Children on the Autism Spectrum
      A brief profile on David T. Feinberg, M.D., M.B.A., then Medical Director of the
         Stewart and Lynda Resnick Neuropsychiatric Hospital at UCLA and currently
         Interim Associate Vice Chancellor and CEO of the UCLA Hospital System
      Brief profiles of Stephanny F.N. Freeman, Ph.D., and Tanya Paparella, Ph.D.,
         Assistant Clinical Professors in the Division of Child Psychiatry and licensed
         clinical psychologists
      Five Reasons Why You Should Sponsor the UCLA Early Childhood Partial
         Hospitalization Program
      A list of ECPHP Sponsors
      DVD of Jenny McCarthy’s video presentation

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