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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 Page 4 of 4 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 Page 2 of 2