04 Staff Report - Special Gift Opportunity's For New Librarytaws F MEETING DATE: 10-05-09
ITEM NO:
{~S G11L05 COUNCIL/AGENCY AGENDA REPORT
DATE: SEPTEMBER 30, 2009
TO: MAYOR AND TOWN COUNCIL/
CHAIR AND MEMBERS OF THE REDEVELOPMENT AGENCY
FROM: GREG LARSON, TOWN MANAGER/EXECUTIVE DIRECTOR
SUBJECT: APPROVAL OF SPECIAL GIFT OPPORTUNITIES LIST TO BE USED BY
FRIENDS OF THE LOS GATOS LIBRARY IN THE CAPITAL CAMPAIGN
FOR THE NEW LOS GATOS LIBRARY
RECOMMENDATION:
Approval of Special Gift Opportunities List to be used by Friends of the Los Gatos Library in the
Capital Campaign for the new Los Gatos Library.
BACKGROUND:
The Town is planning a new 30,000 square foot library to be sited on the southeast corner of the
Civic Center property. The project is currently in the design development stage, and the
environmental impact report is being prepared.
DISCUSSION:
As part of the new library project, the Friends of the Los Gatos Library (Friends) have
committed to raising approximately $2 million to cover the costs of the furniture, fixtures, and
equipment (FF&E) for the building. The Friends have engaged Netzel, hie., professional
fundraising consultants, to assist them in this effort.
Based on Netzel's experience in fundraising for sizable capital projects, the Friends are
recommending that the Town consider providing opportunities for donors to receive recognition
for contributions. The Friends submitted the attached (Attachment 1) proposed
"Commemorative Naming Opportunities" to staff and the Council Ad Hoc Library Sub-
Committee (Sub-Committee), comprised of Mayor Wasserman and Vice Mayor McNutt, for
their consideration. I_
PREPARED BY: PAMELA JACOBS ~Cl..
ASSISTANT TOWN MANAGER
Reviewed by: Assistant Town Manager/Deputy Director Town AttorneylGeneral
Counsel Clerk Administrator/Secretary eleo/Finance
Community Development
PAGE 2
MAYOR AND TOWN COUNCIL/CHAIR AND MEMBERS OF THE REDEVELOPMENT
AGENCY
SUBJECT: APPROVAL OF SPECIAL GIFT OPPORTUNITIES LIST TO BE USED BY
FRIENDS OF THE LOS GATOS LIBRARY IN THE CAPITAL CAMPAIGN
FOR THE NEW LOS GATOS LIBRARY
SEPTEMBER 30, 2009
The Sub-Committee reviewed'the proposed list and is recommending Town Council approval of
the list, with a number of revisions and/or clarifications. The revisions/clarifications include:
■ Renaming the document "Special Gift Opportunities" rather than "Commemorative
Naming Opportunities"
Specifying that any commemorative plaques be consistent with the Council's Solicitation
and Donation Policy (Attachment 2) and ensuring that the fundraisers and potential
donors are aware of the guidelines
Renaming the "Periodicals Space" and "Periodicals Space Fireplace" opportunities the
"Reading Room" and "Reading Room Fireplace" opportunities
Removing the "Philanthropy Wall" plaque as an individual opportunity
Add "Study Room" to "Think Tank" to further define its location
■ Change "TBA" to "Public Art Opportunities @ $25,000 each"
Add "each" to Dream Seat and Grand Staircase Riser categories
Change the donation requirement for the" Reading Room Fireplace" (Periodicals Space)
to $25,000
■ Clarify under "Donor Wall Categories" that all donors contributing to any of the specific
opportunities will be recognized on the wall in the appropriate category (in addition to
donors making non-specific monetary contributions)
Change the "Courtyard Brick Categories" to Courtyard Leaf Categories." The courtyard
will have a wall on which engraved gold leaves of various sizes will be applied as donor
opportunities
The list of opportunities is an extensive one, providing many possible locations for plaques. This
provides potential donors with a wide choice; it is not necessarily expected that donors will take
advantage of all commemorative .opportunities. To evaluate the potential impact of multiple
plaques in the new library, the Sub-Committee requests that the Friends fundraising committee
check-in with the Sub-Committee after 10 pledges warranting plaques have been made. This
check-in will allow the Sub-Committee to assess the aesthetic impacts of commemorative
plaques and potentially to revise the comprehensive list.
CONCLUSION:
The Friends of the Los Gatos Library is embarking on a capital campaign to raise funds to cover
FF&E costs in the new library. Offering opportunities for donors to receive recognition of their
donations through the placement of commemorative plaques is a common practice in large
capital campaigns, and the Friends are requesting permission to incorporate this practice in the
library campaign. The Council Ad Hoc Library Sub-Committee has reviewed the Friends'
request and is recommending Council approval of it, with the revisions and clarifications noted
above.
PAGE 3
MAYOR AND TOWN COUNCIL/CHAIR AND MEMBERS OF THE REDEVELOPMENT
AGENCY
SUBJECT: APPROVAL OF SPECIAL GIFT OPPORTUNITIES LIST TO BE USED BY
FRIENDS OF THE LOS GATOS LIBRARY IN THE CAPITAL CAMPAIGN
FOR THE NEW LOS GATOS LIBRARY
SEPTEMBER 30, 2009
ENVIRONMENTAL ASSESSMENT:
Is not a project defined under CEQA, and no further action is required.
FISCAL IMPACT:
There is no fiscal impact associated with approving the Special Gift Opportunities list; however,
it is expected that offering opportunities for recognition will enhance the ability of the Friends to
raise funds to cover FF&E costs in the new library.
Attachunents:
1. Friends of the Los Gatos Public Library, Commemorative Naming Opportunities
2. Town Council Solicitation and. Donation Policy
FRIENDS OF THE LOS GATOS PUBLIC LIBRARY
Capital Campaign
Commemorative Naming Opportunities
The Friends of the Los Gatos Public Library, a private nonprofit 501 (c) (3) corporation,
supports the Los Gatos Public Library through memberships, fundraising activities and
community advocacy. The Friends have been helping the Library provide quality
programming since the early 1960s.
Since its founding in 1898, the Los Gatos Public Library has provided vibrant, relevant
and accessible programs and services. The community enjoys the Library as a place to
experience, appreciate and learn about a wide variety of subjects in a variety of formats.
The Friends of the Los Gatos Public Library is embarking on a $2.1 million fundraising
effort to purchase the critical furniture, equipment and technology needed for a new
library for the Town of Los Gatos. The new 31,000-square-foot library will be funded by
$18.4 million in redevelopment funds and existing Town reserves and is projected to
open its doors in the fall of 2011.
To commemorate the unselfish generosity of its supporters, the Friends of the Los Gatos
Library wishes to thank and make a public and enduring record of those who have
contributed to help build the new Los Gatos Public Library. Accordingly, select facility
and program areas of the library have been earmarked for memorial/commemorative
purposes.
The following is a list of naming opportunities. A suitable plaque, inscribed according to
the wishes of the donor, will mark each named locale.
Page 1 of 3
ATTACHMENT 1
NAMING OPPORTUNITY
NAMING VALUE
Children's Room
500,000
Local History Center
500,000
New Releases Area
250,000
Staircase Glass Wall
250,000
Periodicals Space
250,000
Storytime Space
250,000
Courtyard
250,000
Tech Center
250,000
Grand Staircase
100,000
Lobby
100,000
Children's Garden
100,000
Teen Zone
100,000
Children's Room Mural
100,000
Parent Resource Area
50,000
Conference Room
50,000
Philanthropy Wall (or Donor Acknowledgement Wall)
50 000
a
Interactive Study Room
25,000
Multimedia Area
25,000
Think Tank
25,000
TBA
5 @ 25,000
Children's. Dream Seats of seats)
X @ 10,000
Grand Staircase Step Risers
25 @ 10,000
Periodicals Space Fireplace
10,000
.Note: Amounts indicated do not necessarily reflect actual construction costs; rather, they are an
indication of the :memorial or tr1hute value. Donors will be offered a selection of commemorative
naining opportunities based on the amount and date of their gift commitment,
Further, the naming of part of the Los Gatos Public Library is subject to the Town of Los Gatos'
Policy on Solicitation and Donations (effective April 21, 2008).
Page 2 of 3
Donor Wall Categories
Gifts of $10,000 and above will be recognized on a handsome Donor Wall, which will be
located prominently in the lobby area of the Los Gatos Public Library as a permanent
reminder-for generations to come-of those whose generosity and support have ensured
the success and strengthening of the Los Gatos Public Library, Gifts may be paid over
three to five years.
The Donor Wall will be inscribed with the donors name, and either in memory of, or in
honor of, as specified by the donor.
• Benefactors Circle
• Visionaries Circle
• Pacesetters Circle
• Ambassadors Circle
• Legacy Circle
• Heritage Circle
Gifts of $500,000 and above
Gifts of $250,000 - $499,000
Gifts of $100,000 - $249,999
Gifts of $50,000 - $99,999
Gifts of $25Q00 - $49,999
Gifts of $10,000 - $24,999
Courtyard Brick Categories
Gifts of $1,000, $2,500 and $5,000 will be recognized permanently with engraved donor
bricks of three different sizes arranged in an attractive pattern in the Garden Patio as a
permanent reminder of those whose generosity and support have ensured the success and
strengthening of the Los Gatos Public Library. Gifts of $1,000 and $2,000 may be paid
over one to three years. Gifts of $5,000 and above may be paid over three to five years.
Library S7` ekNarning Categories
Gifts of $500 to $999 will be recognized permanently with an engraved plaque that will
be prominently displayed on a stack of library shelves at the Library for tasteful and
permanent recognition. Gifts may be paid over one to two years.
Shelf naming opportunities can be made to recognize a favorite author or section at the
new Library. Donors may select from over stacks.
Page 3 of 3
COUNCIL POLICY
TOWN OF LOS GATOS
Subject: SOLICITATION AND DONATION
POLICY Page 1 of 4 Enabling Actions:
Effective Revised Date:
Date: 4/21/2008
The purpose of this policy is to effect Town donations and solicitations in a manner that complies
with both the letter and spirit of California ethics laws and, within that that framework, to expand the
potential for community donations by establishing a mechanism by which individuals and
organizations may be more readily advised of donation opportunities.
SOLICITATION GUIDELINES
Targeted Solicitation
Targeted solicitation is defined as the direct petition or contact of specific individuals, companies,
foundations or other entities initiated by the Town Council and other elected officials, Council
advisory bodies, and Town employees herein called "Town Officials" for the purpose of receiving
goods, services, or other contributions for the Town. Targeted solicitation excludes the direct
petition for government, private, or non-profit grants for Council-approved programs, projects, and
services. Unless prior approval has been given by the Council, Town Officials shall not engage in
targeted solicitation activities on behalf of the Town.
BROAD OUTREACH GUIDELINES
Broad Outreach
Broad outreach is defined as the process of informing a broad spectrum of individuals, companies,
foundations, non-profit organizations, or other entities of donation opportunities through various
communication vehicles, including but not limited to written, electronic, or internet-related
publications, flyers, brochures, news releases, and television or radio announcements. Broad
outreach is permitted by the Town Manager or designee subject to the guidelines provided in this
policy.
The following broad outreach guidelines apply when communicating a Town need for goods,
services, or other contributions:
■ Broad outreach must relate to a Town Council-approved purpose, service, project, or program.
AT'TAC11MENT 2
Broad outreach for goods, services, or other contributions should be made by using a variety of
communication methodologies to ensure outreach to the entire community.
■ Donations shall not be made under the guise, pretense, or presumption of receiving official
Town endorsement or approval of the donating party, product, project, or activity.
PROCEDURE FOR ESTABLISHING COUNCIL APPROVED TOWN NEEDS
The Council shall direct the Town Manager to develop a list of recommended Town needs for
donation opportunities. Council consideration and approval.ofllhe list.-of Tdwit heeds°rnay occur as
part of the annual operating and capital budget development process and can be amended by Council
at any time.
DONATION ACCEPTANCE GUIDELINES
All goods, services, or other contributions offered by individuals, companies, foundations, non-profit
organizations, or other entities will be considered for acceptance or rej ection, including items offered
for donation that are identified on a Council approved list of needs. The acceptance of all donations
to the Town will be based on the following guidelines.
■ Purpose of the donation.
■ Community or municipal need for the donation.
■ Compatibility of the donation with Los Gatos Municipal Code, policies, programs, and other
applicable laws.
■ Timeliness of the donation as it relates to implementation.
E Level of benefit and financial impact to the Town.
All donations should be reviewed by the Town Manager or designee in advance of acceptance to
ensure consistency with established policy guidelines.
AUTHORITY TO ACCEPT DONATIONS
The authority to accept all donations is based on the market value of the donation as reasonably
determined.
Donations $25,000 and Under
The Town Manager or designee is authorized to accept or reject all minor donations that have a
market value equal to or less than $25,000.
Donations over $25, 000
The Town Council shall consider and accept or reject all major donations that have a market value
greater than $25,000.
Page 2 of 4
PROCEDURES FOR ACCEPTING MAJOR DONATIONS
For all major donations, a staff report, containing analysis based on the donation acceptance
guidelines established in this policy, will be written to guide the Council when considering major
donations. The report will also provide donation recognition alternatives for Council consideration
should the donation be accepted. The Council will determine on a case by case basis if the donation
should be accepted or rejected.
DONOR RECOGNITION GUIDELINES
Acceptance of donations shall be acknowledged by the Town. Donation recognition practices shall
be implemented in a consistent manner and adhere to Town Municipal Code, all applicable laws,
regulations, and policies. Recognition of donations will be determined by the Council or Town
Manager and shall be consistent with acceptance requirements of this policy and the guidelines set
forth below:
Donations accepted by the Town may be acknowledged through one or more of the forms of
recognition as indicated below. Other forms of recognition may be approved by the Town Council
via resolution if compelled by special circumstances which shall be specified in the resolution.
■ Written and/or verbal recognition.
■ Public recognition at Town Council meetings.
Inclusion in Town public communication materials, such as electronic media and selected
publications.
■ Plaques.
Plaques may be used to commemorate donations accepted by the Town from persons, businesses,
and organizations according to the following standards:
Plaques used for recognition purposes may be affixed to an appropriate Town facility, which
includes, but is not limited to a building or any portion thereof, structure, equipment, furniture or
natural asset. Plaques shall include the name(s) of the person(s) being recognized and applicable
date, with standard wording limited to:
■ The Town of Los Gatos recognizes and appreciates
for-[his/her/their] donation to [identify facility].
■ The Town of Los Gatos recognizes and appreciates
organization] for its donation to [identify facility].
■ The Town of Los Gatos recognizes and appreciates
donation to [identify facility] in the name of
■ Or language acceptable to the Town Council.
[and his/her family]
[business or
for [his/her/its]
Page 3 of 4
The size of the plaque shall not exceed 8"x10," unless the number of donors exceeds the allowable
space. For multiple donors, the names of the donors should be proportioned thereto, and the size of
the plaque shall not exceed four (4) square feet. The location, materials, size and color of plaques
shall be consistent with acceptance requirements of this policy or by Council on a case by case basis
should special circumstances exist, which shall be specified in a resolution. Unless compelled by
special circumstances and approved by the Town Council via resolution, Town facilities shall notbe
named after an individual, group, organization or business as a result of any donated good, service,
or other contribution to the Town.
APPROVED AS TO FORM;
T n Attorney
N:1MGR\AdminMasters\Council policieMolicitation and Donation.doc
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SOLICITATION AND DONATION POLICY FAQ
FREQUENTLY ASKED QUESTIONS
Q: What does the Solicitation and Donation policy do?
A: The policy does the following:
■ Restricts Town officials from engaging in targeted solicitation of
specific individuals, companies, businesses, foundations and other
entities. (Town officials are defined as elected and appointed officials
and employees)
■ Establishes guidelines for the acceptance and recognition of
donations and naming of Town facilities.
Q: What does "targeted solicitation" mean?
A. Targeted solicitation is defined as the direct petition of contact of specific
individuals, companies, foundations, or other entities by Town officials for
the purpose of receiving goods and services.
Q: Does this mean that the Town cannot apply for a grant?
A: No. The policy specifically states that targeted solicitation excludes the
direct petition for government, private, or non-profit grants for Council
approved programs, projects, and services.
Q: Who can directly solicit for goods, services or other contributions on
behalf of the Town?
A: Unless authorized by the Town Council, Town officials cannot engage in
targeted solicitation activities on behalf of the Town. The Arts
Commission is the only appointed body that has been authorized by the
Town Council to engage in "targeted solicitation" and fundraise for the
Music in the Park program.
Q: How does the policy change the way the Town communicates its
donation needs to non-profit organizations/foundations and the
general public?
A: Town officials may not directly petition individuals or other entities and
request goods, services, or other contributions for the Town. Instead,
officials may share an established list of Town needs with interested
persons. The list of Town needs will be developed as part of the
FY2008/09 budget process.
Page 1 of 2
Q: if a member of the public or non-profitlfoundation engages the Town
in a conversation about donation opportunities, can Town officials
share specific needs?
A: Yes. If members of the public or other entities engage the Town in a
conversation about donation opportunities, Town officials may discuss
specific service/equipment needs. Town officials should also advise the
public about the list of Town needs established by the Council.
Q: Will all donations be accepted?
A: No. The acceptance of donations will be based on guidelines outlined in
the policy..
Q: Who is responsible for accepting/evaluating donations?
A: Donations that have a market value of $25,000 or less will be considered
by the Town Manager. Donations with a market value of over $25,000 will
be considered by the Town Council. Major donations (those over $25,000)
will be agendized for Council discussion and should be accompanied by a
staff analysis along with recognition alternatives.
Q: How are donors recognized? Who determines the type of
recognition given to donors?
A: Donors may be acknowledged through verbal or written recognition, public
recognition at a Council meeting and/or inclusion in public information
materials. Donors may also be recognized with a plaque. Recognition of
donations will be determined by the Council or Town Manager and is
consistent with the acceptance requirements outlined in the policy.
Q: Can Town facilities be named after an individual or organization?
A: Unless compelled by special circumstances, Town facilities shall not be
named after an individual, group, organization, or business as a result of a
donation to the Town.
NA1V1GR\AdminMasterslCouncil PolicieslFAQ Solicitation - Solicitation and Donation Policy.doc
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