Playing the Hand You Are Dealt
L. Scott Schultz, President
July 2009

I have never been a poker player, but I do know that sometimes you have to "play the hand you are dealt." The same, of course, is true in life and, it seems, in fundraising. One organization that has done this effectively is the Whitemarsh Foundation, a Pennsylvania nonprofit organization that was formed for one very clear and specific reason – to preserve and protect a magnificent property in the suburbs of Philadelphia – Erdenheim Farm.

Under the ownership of the Widener and Dixon families for nearly the last century, the farm has raised prize-winning thoroughbred race horses, Cheviot Sheep and Black Angus cattle, while providing generations of area residents and neighbors with inspiring views and a chance to get a little closer to nature. The Dixon family managed Erdenheim Farm for decades with impeccable care. Due to their generous stewardship, the farm survived as the centerpiece of 2000 acres of nearly contiguous open space – a remarkable accomplishment in the wake of regional development and urban sprawl.

In 2001, with the future of Erdenheim Farm in doubt, local residents established the Whitemarsh Foundation to "permanently protect the farm, maintain its existing view sheds and continue its agricultural heritage." Schultz & Williams was approached at that time to assist the Foundation with the development of a campaign plan to raise the funds that would be needed – approximately $30 million – to purchase strategic parcels of land. Our campaign study indicated that saving the farm was a tremendously popular idea, but major individual donors needed additional information about the new foundation, and a strong cultivation program would be required before funds could be raised. At the same time, our study firmly concluded that the general public felt very strongly about the farm – its protection was a top priority for everyone from school children to daily commuters.

Not having the time to wait until a "traditional" capital campaign could be executed, we recommended that the Foundation target public funds that were available for open space preservation. In a relatively short time, through aggressive public awareness building efforts, community organizing and effective grantwriting, the Foundation accomplished through public-sector funding what could have taken many, many years to achieve through the implementation of a private campaign. Funding from the Commonwealth of Pennsylvania, Montgomery County, Whitemarsh Township and the Colonial School District was generated to purchase key parcels of land. Along the way, the Foundation raised substantial support from individual donors, businesses and foundations – but it was the Foundation’s success in the public sector that established the momentum necessary to save Erdenheim Farm. Additionally, by diligently working with the Dixon family, conservation partners and others, a buyer was found who has now taken ownership of the remaining acres and has committed to maintaining the property as a working farm.

Erdenhiem Farm was saved due to the hard work and intelligence of the staff and leadership of the Whitemarsh Foundation; the effective efforts of farsighted community, government and political leaders; and the willingness of an organization to "play the hand it was dealt." The Foundation is now busy generating support from private individuals through major gift fundraising and planned giving to establish a permanent endowment to maintain this incredible community treasure.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.