June 26, 2007, San Diego – The local “philanthropic landscape” is showing a marked change. According to The San Diego Foundation’s 2007 Awareness Update Survey, endowment is now less of a mystery to local donors, and the number of San Diegans weighing philanthropic choices has increased.
Prior to the launch of its region-wide, multi-year initiative, Endow San Diego, The San Diego Foundation commissioned a baseline study focusing on charitably-inclined, affluent San Diegans age 60+. Conducted in August 2005, the study found that only 21% of the respondents thought of endowment as an attractive choice for charitable giving. Sixteen months later, an identical study found that 36% of that audience held a favorable position on endowment.
The Foundation cites the ongoing public awareness campaign promoting Endow San Diego as the catalyst for this change in donor inclination. Underwritten with major support from QUALCOMM, the campaign utilizes television, radio, magazine and newspaper advertising, public relations, direct mail, websites, events and public speaking. Additionally, 222 Endow Partners, local nonprofit organizations committed to endowment-building, augmented these efforts by including Endow San Diego messages in their communications.
“We set out first to inform San Diegans, to explain how endowment works,” stated Bill Geppert, chair of Endow San Diego. “When the original gift is invested and only a portion of the earnings are granted out each year, the endowment grows. Over 20 years, it is possible for the endowment itself to double in size, and yet give out more than the amount of the original gift. Now our aim is to inspire San Diegans to use this remarkable way of giving to show their gratitude for all that we enjoy, living in this amazing, beautiful place.”
According to the 2007 study, the number of San Diegans considering charitable giving has grown as well. In 2005, 40% of the surveyed group was considering options for charitable giving. In the latest study, 47% of the respondents were doing so. Although The Foundation considers the Endow San Diego movement a factor in this growth, major gifts during this period by local and national donors like Ernest Rady and Warren Buffett, likely affected donor inclination. International headlines generated by disaster philanthropy also played a role, The Foundation observes.
The survey method remained unchanged from the benchmark study to the mid-campaign study. For statistical validity, a total of 300 interviews were completed by telephone. Both studies were commissioned by The San Diego Foundation, designed and analyzed by ASTONE, with surveys completed by Competitive Edge.
“The Endow San Diego initiative is the first-of-its-kind in the nation, so we didn’t know how quickly or how widely the concept of endowment would be adopted,” observed Bob Kelly, president and CEO of The San Diego Foundation. “Needless to say, we are delighted to see that endowment is definitely becoming a notable trend for charitable giving in our community. This bodes very well for the future wellbeing of the San Diego region.”
About The San Diego Foundation
Founded in 1975, The San Diego Foundation is a broad-purpose community foundation helping individuals, families and organizations carry out their charitable plans, with the common goals of improving the quality of life in the greater San Diego region, now and for generations to come.
About Endow San Diego
Endow San Diego is a region-wide, multiyear initiative of The San Diego Foundation, to inform and inspire San Diegans regarding the benefits of endowment as a way to support causes and organizations they love. Since July 1, 2005, Endow San Diego has engaged 222 Endow Partners and generated 189 new endowments: 118 residing at The Foundation and 71 among our Nonprofit Partners. Of these endowments, 69 were established by individuals, with the balance established by organizations. These new endowments now total over $50 million, with almost $15 million held at The Foundation and over $35 million spread throughout the community.
|
Confirmed in Compliance with National Standards for U.S. Community Foundations.