Newspapers / Philanthropy Journal of North … / Dec. 1, 1994, edition 1 / Page 14
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Philanthropy Journal of North Carolina Why they give A third of people who''give to hospi tals are “repayers,” who have benefited from the institutions they support, says a new poll by the Chronicle of Philanthropy. December 1994 Financial insecurity American Red Cross overhauls development structure The American Red Cross enjoys public support and respect. But it is financially vulnerable, depending on a weakened United Way for funds. With a new nationwide marketing ini tiative, it hopes to change that. By Susan Gray Mary Gorsline’s voice sounds con fident. “Our mission is to translate your earing and concern into immediate action,” she says from her American Red Cross office in Charlotte. Gorsline’s job demands confi dence. She’s the financial develop ment specialist for the American Red Cross chapters in North Carolina, and she’s in charge of increasing pri vate donations to the state’s 70 chap ters. “The demand tor the Red Cross services have increased in recent years and the public’s expectation for service to victims of disaster are hi^er than ever,” Gorsline says. “So, like 1 said, our mission now is to translate your caring and concern into immediate action.” Throughout the U.S., the American Red Cross is overhauling development operations under a new “marketing positioning project.” Alarmed by the 1992 scandal that shook up its major funder, the United Way, the international rehef group is seeking greater financial indepen dence. Currently, about 45 percent of Red Cross funding comes from the United Way. That’s a decrease from previous years, and many individual chapters receive as much as 95 per cent of their funds from the United Way. In Charlotte, the Greater Carolinas Chapter received about 60 percent of its funding from the United Way in the fiscal year ended June 30, 1994. The Wake County chapter received about 68 percent during that same period. When the public learned that William Aramony, former president of the United Way of America, may have used United Way dollars to pay for lavish trips with friends to Las Vegas, donations to the United Way dropped. That shook up American Red Cross leaders, who had grown accustomed to a steady flow of United Way dollars since World War II. Their concern grew with the steady onslau^t of natural disasters such as the midwest floods, Los An^es earth quakes and Texas flash floods that called for Red Cross relief work. To cope, the Red Cross hired an outside consultant, Yankelovich Partners Inc., to assess its develop ment operations. Yankelovich report ed that the Red Cross wasn’t getting a fair financial return on its positive public image. Although media reports occasion ally have criticized the Red Cross, Yankelovich found that the nonprofit is the most respected among top charities, especially with young adults ages 21 to 34. But the Red Cross suffers from a pubUc misper ception that it is part of, or funded by the government, Yankelovich report ed. “People seem to be aware of what we do, but we seem to have an invisi ble logo with the public,” says Gorsline, who was hired in the past American Red Cross chapters across the country are preparing for a major fundraising drive and public av/areness campaign. year in the wake of the Yankelovich report. “We kind of do things quietly and unobtrusively. We really want to bring it to the public’s fuU attention what we’re doing.” The Red Cross hired Gorsline and about 30 other development special ists to help its more than 2,500 chap ters in the U.S. raise private dona tions. The development specialists are assigned by Red Cross headquar ters in Washington to assist chapters in individual states. In January, the Red Cross plans to unveil a major multi-media adver tising campaign, letting the public know it needs more support. In March, it will publicly launch its Look for RED CROSS, page 15 NCCU to launch $50 million campaign North Carolina Central University is assembling leaders and raising money as it prepares to launch a campaign to strengthen the school’s faculty, students, pro grams and facilities. By Todd Cohen Durham North Carolina Central University is finishing plans for a $50 million capital campaign. Leaders are being recruited for the campaign, which has already raised or secured commitments for $5 million. NCCU leaders have draft ed a working paper that presents the case for the campaign, and they are discussing it with groups of commu nity leaders at private dinners. The campaign is expected to begin this month or in January. “This issue is, can we get out there in the community and get our story out there better, and will this Vr Chambers case statement we’re developing pro vide a real good case for the invest ment itself,” says William Lea, vice chancellor for developmental affairs. A capital campaign has been a top priority of Chancellor Julius Chambers, who says funds are need ed to improve the quality of the school’s faculty, students, programs and facilities. But he concedes that as an historically black school, NCCU has a tough job soUciting support. “The biggest problem is cultivat ing people to give and making some connection to people able to give, not necessarily graduates,” Chambers says. “You have to demonstrate why it’s in their interest to support this institution.” Chambers has enlisted two co- chairman, Bert Collins, president and chief executive officer of North Carolina Mutual Life Insurance Co., and former state Sen. Kenneth Royall, both of Durham. He hopes to recruit a third co-chairman. Campaign donors so far include Collins Wachovia Bank, $500,000; NationsBank, $667,000; David and Lucille Packard Foundation, $400,000; Duke Power Co., $333,000; First Union National Bank, at least $300,000; C.D. Spanker Foundation, $250,000; Durham businessman Franklin Anderson and his wife, Susie Powell, $667,000; The News and Observer Foundation, $50,000; and the Charles and Ann Sanders Foundation, $48,000. Many of these gifts will be matched with state funds. Proposals also are before CCB, Carolina Power & Light Co., N.C. Mutual Life, Mechanics and Farmers Bank, Mutual Community Savings Bank, the William R. Kenan Jr. Charitable Trust and the National Endowment for the Humanities. People who have agreed to be on the campaign leadership team include Charles Sanders, chairman of Glaxo Inc. in Research Triangle Park, and Los Angeles artist and Durham native Ernie Barnes. Fundraising stewards State employees tighten rules on annual fund drive Leaders of the State Employees Combined Campaign want to make sure the annual fund drive stays accountable to donors. Following a public hearing last month, campaign leaders approved a series of rule changes that: • More clearly define the rights and responsibilities of the statewide campaign manager, local campaign managers and participating nonprof its. • Require deposit of ali coliected funds in an interest-bearing account. • Require timely reporting of information about nonprofits that receive funds throu^ the campaign. • Provide for “decertification” of any participating nonprofit that does not Mow campaign ruies. Jack Harper, assistant state rev enue secretary for tax administra tion and a member of the campaign advisory board, says the changes, which went into effect Dec. 1, are part of an ongoing effort to maintain donor trust. “We want to preserve the integri ty of the campaign,” he says. “We are a growing campaign and we want to be sure our accountability structure grows, too.” Last year, the campaign raised $1.1 milUon for United Way agencies and other charities across the state. Harper says. This year, organizers hope to raise $2 million. The rule changes won praise from Meredith Emmett, executive director of North Carolina Community Shares - a Durham- based coalition of nonprofits that has been pressing for greater access to workplace fundraising. However, Emmett urged cam paign leaders to review the poUcy on use of “undesignated funds” raised by the campaign. BRIEFLY Accounting group has advice on charitable giving The North Carolina Association of CPAs has information on how to make the best tax use of donations to charitable organizations. For details, call (800) 722- 2836. Duke seeks donors for new music hall The Duke University Department of Music is ren ovating the rehearsal hall in the Mary Duke Biddle Music Building. To contribute, write to: Duke University, Arts & Sciences Development, Box 9046, Durham, NC, 27708-0046. Ronald McDonald House fundraiser Greenville's Ronald McDonald House has launched its annual "Light a Luminary" holiday fundrais er. Luminary kits are on sale for $6 each. For details, call Lob Proctor, (919) 756- 0665. Campaign begins for Louisburg College Louisburg College has launched its annual Franklin County Fundraising Campaign with a goal of $200,000. Last year, the campaign raised $ 150,000 for the college. Ray Hodges, president of Hodges Insurance, chairs the drive. For details, call (919) 496-2521. Treasurer gives book proceeds to alma mater North Carolina State Treasurer Harlan Boyles plans to give proceeds from the sale of his new book to Appalachian State University in Boone to sup port the Harlan E. Boyles Distinguished CEO Lecture series at the university. Wingate fund aids pottery workshops The Doug Helms Scholarship Fund at Wingate College, founded last spring in honor of a for mer art professor, support ed a series of pottery work shops on campus this fall. The fund accepts contribu tions for art scholarships and learning opportunities for students and artists.
Philanthropy Journal of North Carolina (Raleigh, N.C.)
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Dec. 1, 1994, edition 1
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