Words of Wisdom
How a Medical Center Survived – And Thrived
In A ‘Perfect Storm’ Of Campaign Conditions

Mount Nittany Medical Center’s three-floor, 68-room east wing expansion, plus an upcoming cancer center, were funded through a successful two-year capital campaign that exceeded its $12.5 million goal in the face of what most consultants would consider the “perfect storm” — an economic downturn and a change in the hospital’s administration.

The Foundation for Mount Nittany Medical Center embarked on its Commitment to Distinction capital campaign in the fall of 2007, only three years after the Foundation’s incorporation. In addition to adding 68 single rooms and a cancer center, the campaign represented a chance to reflect the quality of the hospital’s medical care and the staff’s commitment to improving the patient experience.

In the Medical Center’s 107-year history, a campaign of this magnitude had never been attempted. The Foundation’s staff, led by director Kimberly Neely, was brand new –  and intent on proving that the emergent Foundation could fundraise in a sophisticated way. This meant moving away from the previous development office mindset of cash-driven special events and direct mail, toward a foundation philosophy that encourages major gift commitments and planned gifts. Expectations were high, but certain economic and leadership forces were churning.

The year 2008 marked the beginning of the worst economic downturn the country had seen since the Great Depression, and it wasn’t long before the Foundation realized the impact the spiraling economy would have on donors’ ability and willingness to support the campaign, particularly because multi-year pledges were a technique being used to encourage major gifts.

While the economy put fundraising momentum at risk of slowing on one side, a change in the Medical Center’s administration was occurring on the other. In addition to losing a valuable fundraising partner in the Medical Center’s chief administrator, the Foundation staff also braced for questions regarding the timing of this leadership transition and the shared vision for the Medical Center’s future.

Pennsylvania is a blue-collar state and has historically weathered its fair share of economic challenges with the steady decline of manufacturing and mining industries. While not impacted as significantly as other areas of the Commonwealth, the largely rural Centre County community surrounding the Mount Nittany Medical Center was hit hard. But the Foundation knew the campaign could still succeed with uninterrupted, direct communication and a little risk-taking.

Kim Neely and her staff, led by a Jeffrey Byrne & Associates campaign consultant, forged ahead, assuring donors and the community of the leadership’s steadfast commitment – despite the change in administration – to expanding patient care areas and ultimately improving the patient experience. The team engaged donors as opinion leaders and ambassadors, as well as remained flexible with pledge schedules and payment options so donors could uphold their commitments.

In the calm after the storm, Neely offers words of wisdom for other foundation directors:

“Spend a significant amount of time forming a steering committee with the capacity to make leadership gifts and to influence the giving community,” Neely advises. “Our first $1 million gift came from a Foundation board member. When leaders – people who are known in your community for making smart decisions – are giving, then others feel secure that they’re making good investment decisions, too. We also debunked the standard belief that the professional community doesn’t give. We took a risk and asked a physician to chair our steering committee. By engaging this group at a leadership level, we were able to show that they had a stake in the outcome,” explains Neely.

On a warm, sunny day this July, approximately 1,000 central Pennsylvania community members attended Mount Nittany Medical Center’s Open House, held one week before the Medical Center began admitting patients to its newly constructed patient tower. The cancer center is in the design phase and set to break ground in November, opening to patients in spring 2012.

While the Foundation is still accepting donations, Commitment to Distinction: The Campaign for Mount Nittany Medical Center officially closed in December 2009, surpassing its goal of $12.5 million by $84,903.