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r ~ LJ ~~ public support to become part of the annual capital im- provement program. Awell-written and researched l,~ifts catalog program follows seven critical steps: 1. Betnn with an inventory and documentation of your department's needs, and emphasize those needs that may attract private contributions. It is very difficult to predi~-t the response to a specific item in a gift catalog, but your inventory should be geographically balanced. 2. Since the design and production of the gift catalog has much to do with its success and response, make sure your final product has an engaging graphic design. It may. be possible to persuade a local marketing firm to produce your catalog by donating its time and talent as a "gift." 3. Pre-select the target audience your catalog should reach. Mast gift catalogs are "shotgun" approaches that present many potential gift suggestions in many price ranges. In a first catalog edition, this strategy may be gcxxt, but the contributions resulting from your first publiratiun should help you better target successive reprints. 4. Make sure your distribution stratgy ensures deliv- ery of the catalog to your pre-selected, target audience. Many distribution techniques have been used including mass mailings, newspaper supplements, mail lists from loxal credit card companies, or special displays in libr- aries, schools, banks,- and other retail establishments. If you have identified some potential donors, then a per- sonal letter accompanying the gift catalog combined with a follow-up visit or phone calf will. increase the pro- bability of success. 5. Publicize the catalog. This step alone is worthy of an article exploring the many techniques of public ser- vice announcements, special kick-off events and ac- tivities, presentations to civic and business organizations, press releases on gifts you receive, and purchase advertis- i ng as required. The timing of your gift catalog release is especially im- portant. Special holidays such as the Christmas season have proven to be an ideal time for the public to give a gift in the name or memory of a close friend or family member. Holidays also offer the opportunity to provide updates and reminders about the gift catalo€; availability. The tuft of a tree to the park system may be an attractive alternative to an individual who has previously given flowers for that cxcasion. A special push on promotion should occur during the months prior to individual and corporate tax preparation. 6. Make sure the catalc~; emphasizes that the gift "returns the favor." Not only dcx.~ the value of a gift pro- vide a tax dt~cluc-tiun, but appropriate individual recogni- tion reinfurc~~s the gift cycle. The scope of your recogni- tion prc~;ram should fit the size and type of the gift, and this spectrum could include signed and recorded certifi- catE~s presented in a special meeting of City Council, engraved donor plaques affixed to capital projects, names of donors listed in subsequent gift catalogs, or whatever fits the desires of your community givers. Often, the proper type of recognition is discovered dur- ing consultation with potential donors. Knowledgeable and cooperative staff who listen carefully can best deter- mine how an individual's or company's contribution can be recognized. Some of your largest benefactors may seek anonymity for a variety of reasons, and the long-range success of your gift catalog program will result in exercis- ing gocxl judgment in recognition selection. 7. Finally, evaluate, analyze, and revise your gift catalog. Gift catalogs are not successful as a one-shot effort and, if successful, a revised edition should reflect the information gathered from the previous productions to define a more effective market strategy. Evaluating the gift catalog program may be a perfect opportunity to in- volve private sector individuals in the form of a board, committee, or special nonprofit foundation. Some final suggestions: • Open lines for open minds. Make sure your gift catalog provides one central informed individual to ar- range confidential gift consultation and to community rontinuity of programs. The most effective individual in the department to receive and respond to these inquiries is the department's director. The farther the process is removed from the chief administrator, the less important the catalog will be viewed by potential donors. Some agencies have been successful enough in fund raising ac- tivities to employ a "development officer," and in large cities and counties such an approach should have a posi- tive cost/benefit ratio. • As a rule, pictures are the most effective com- munication technique, but the words used are also very important. If you are seeking donations to purchase large print books for the elderly, the phrase "new large print books--for not so new eyes' grabs the reader's attention in a positive manner. • "Living giving" may be a big part of the program. Did you know the average person in the United States PARKS & RECREATION/AUGUST 1982 23