March 1, 2015 | Read Time: 2 minutes
The Trust for the National Mall, a nonprofit created to raise money to restore what it calls “America’s Front Yard,” opened its doors in 2007 with a single employee. Here’s how it has beefed up and prepared for its $350-million campaign.
First fundraiser
An elegant 2008 spring benefit on the Mall known as the “hat luncheon,” inspired by a similar Central Park Conservancy annual event. Guests donned garden-party wear and stylish hats. It is now a trust tradition; last year’s event raised $1.5-million.
A board that can bring in bucks
Once composed chiefly of Washingtonians, the trust’s 17-member board of directors has expanded to better tap donors in New York and other wealth centers. The board will soon add another 13 members, to include more business leaders.
“We’re changing the structure of the board so that it’s more CEO-based and more leadership-based, because that’s the only way we’re going to be able to raise the kind of money that we need to raise,” says Caroline Cunningham, head of the trust.
Celebrity attraction
The former first lady Laura Bush is honorary chairwoman of the campaign.
Biggest gift
$10-million, from Virginia-based Volkswagen Group of America, whose chief, Michael Horn, is co-chairman of the campaign with financier David Rubenstein. Other corporate sponsors include John Deere, American Express, Boeing, Microsoft, and Coca-Cola.
Biggest challenge
Potential donors time and again say: “Why isn’t government taking care of this?” Rosie Donahower, a volunteer fundraiser for the trust, counters that government can do only so much. “To have a place we can be proud of, we all have to pitch in,” she says. She reminds friends that their kids will inevitably visit the Mall on school trips. “This is personal,” she tells them. “You don’t want to send your kid to a dump.”
Taking it to the people
The trust will raise money from average Americans through a grass-roots campaign. “The goal is really to make this a national cause,” says Ms. Cunningham.
Will it work?
It should, says Douglas Blonsky, head of the Central Park Conservancy, which has raised more than $700-million since 1980. “The National Mall strikes a real strong chord with all citizens,” he says.
