Many of the nonprofits we work with find themselves in a unique and delicate situation: they are changing or replacing a beloved historic building to make way for a new facility. While their reasons are sound – greater accessibility, lower maintenance costs, more efficient operating costs – it can be difficult to balance respect of the past with the needs of the future.
In some cases though, that very same history can be used to enhance the case for support, helping the community to rally around the project.
The following is a video produced by one of our clients, the La Jolla YMCA in San Diego, CA. Learn how they leveraged the unique history of one of their branches to engage and inspire donors.
What lessons can you take away from this for your project?
- Honor the past. One person’s outdated facility is another’s cherished memory. The cramped sanctuary that is too small for your congregation is the same space where people were baptized, married and laid to rest. The drafty school rooms that you can’t wait to replace are an alum’s favorite spot on campus.
- Bring the past into the future. Bring elements of the architecture or history into the new design. Reuse materials or repurpose a window or piece of art into the new structure. Let what was unique about your past make you stand out to donors today.
- Engage opponents. The people most vocal about their opposition are the people who care a great deal. By engaging them in your plans for the future, you can better understand how to harness that energy and move forward in a way that respects what was and what can be.
- Tell the (hi)story. Any story of a proud organization, church or school is about a lot more than a building. The more you tell your story, including the dips and turns and twists of fate, the more your supporters will realize that this new project is just one more chapter in the story of your organization.
Congratulations to the La Jolla YMCA on their exciting campaign. You can learn more about it by visiting the comprehensive Giving Page on their website.
Have you done a capital project that involves a historical facility? Tell us about your experiences in the comments section below.
