January 2012 - Parks & Recreation - 8
e D Ito r's Letter
A Solid Foundation
I
F THere's one cenTral TeneT To all THere is To learn from operating in these ec-
onomically challenging times, it would be that very few, if any, park and recreation
systems can go it alone. Help must come from every quarter-from volunteers to
wealthy donors to complementary revenue-generating programs provided by foundations to everyone supporting (and participating) in advocacy programs. Our cover
story this month addresses one of the key pillars in the support of parks and recreation-foundations. We've learned enough from this seemingly endless slump to form
a working snapshot of the best practices of effective foundations. Andrea Lynn, a frequent contributor to Parks & Recreation, interviewed foundation directors and consultants from a wide swath of the field. If you're considering a foundation or simply want
to troubleshoot yours, Andrea's fi ndings serve as a good starting point. Just as important, if you run an agency, it's equally instructive to appreciate how your supporting
partners are faring in fundraising.
For starters, Andrea notes, there has never been
a more important time for parks to participate in
improving the health and well-being of their communities; and, by extension, there has never been
a greater need for foundations than now. But what
makes one foundation shine while another falters?
Like any undertaking, it begins with a sound strategy and continues with the application of all-around
common sense. Here are some of some of Andrea's
take-aways on effective foundations:
■■ ■The good ones begin with a viable strategy for raising money
■■ ■They hire the best possible directors to execute
their strategies
■■ ■They leverage every communications vehicle possible to touch the widest possible audience
■■ ■They communicate not just the programs offered by
parks and recreation but, more importantly, the value
of the services to their communities-health, wellness, conservation, and more
■■ ■And, again, the best foundations do not go it alone-
they leverage the full array of relationships their board
members bring to the table.
To this list should be added the ability to manage
public perception. Corporate support doesn't always generate warm and fuzzy feelings among park
purists more comfortable with public-sector funding for parks. Yet, as our cover story shows, naming
rights and other attendant forms of recognition can
be done in balanced ways that satisfy broad audiences. In this day and age, the business sector is
simply too important and integral in our lives not to
include in the building of better communities. Parks
and recreation have always been about bringing
people together for the common good. That's a solid foundation.
Philip hayward
editor
6
Parks & Recreation J A N U A R Y
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January 2012 - Parks & Recreation
Table of Contents for the Digital Edition of January 2012 - Parks & Recreation
January 2012 - Parks & Recreation - 1
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