Kim Rhineholder, CFRE
National Director of Development and Capital Campaign
Navy SEAL Museum San Diego
Editor’s note: The U.S. Navy SEALs can trace their roots back to World War II, and have played critical roles in almost every conflict the United States has been involved with since. As the Navy’s primary special operations force, SEALs have a long history of performing high-stakes operations, including rescuing hostages and eliminating dangerous terrorists. They are world-renowned as elite warriors who never back down.
So when it was time to build a Navy SEAL Museum in San Diego, Calif.—home to the largest military and veteran population in the country—the mission was clear: create a fundraising campaign that harnessed the camaraderie, teamwork, and commitment for which the SEALs are renowned.
The rules of engagement were not complicated at all—the development team just needed to tap into the unbreakable bond of honor and brotherhood that all SEALs share.
To create a highly successful fundraising campaign, we had to address the voice of our donors: “If SEALs lead the efforts in building a Navy SEAL Museum in San Diego … then we will follow.”
Based on that sentiment, and using one of the values SEALs are forged upon—teamwork—a committee made up of development and marketing staff and SEAL leadership was formed. Both staff and board began the work to create a fundraising campaign specific to veteran and retired Navy SEALs, their families, and friends.
Unique and incomparable to other friendships, there’s an unbreakable bond between SEALs called the “brotherhood.” We knew we wanted to engage this “brotherhood,” so the basis of the campaign was about getting each SEAL graduating class to come together and raise $5,000. If they were successful in raising the target amount, then their class number would be etched on a larger-than-life bronze sculpture located outside the museum.
The Plank Owners
We called the campaign the Plank Owner Campaign, because in the SEALs, a “Plank Owner” refers to the original or “founding” members of a team.
Then we asked the guys to Lead from the Front to help us build the Navy SEAL Museum in San Diego. Lead from the Front (the concept of leading by example) was the narrative that drove this campaign to success—that, and the special Plank Owner Webpage that provided class tallies right before visitors’ eyes. (You can visit www.navysealmuseumsd.org/plankowner for a more detailed look at the campaign.)
The campaign quickly caught on … former SEALs of all ages came together to make sure that their Class (each wanted to maintain the reputation, of course, of being the hardest and strongest Class) met the target.
“It was a pleasure for me to be involved in the Navy SEAL Museum’s Plank Owner Campaign,” said Paul Plumb, Underwater Demolition Team (UDT) Class 44. “It was a way to pay tribute and to recognize our teammates while demonstrating that SEALs will always Lead from the Front when asked.”
Class Acts
There were many inspiring and heartfelt stories that came about because of the Plank Owner Campaign.
Like the donor who gave $100,000 to make sure that SEAL Classes 1 through 19 met their goal, because he knew that many—if not most—of these men had already passed away, and he wanted to ensure they were remembered.
Or the Gold Star Mother who recently lost her Navy SEAL son, and gave to make sure her son’s Class would be etched on the Diver Statue.
And what about Class 49? This Class raised $118,412—blowing their goal out of the water by 2,368%! How did they do it? They had a friendly competition amongst themselves. Who could get the most gifts made in their honor? Distant relatives came out of the woodwork. It worked!
And we certainly can’t forget about the guys who made especially inspiring gifts in memory of their fallen brothers.
Another successful tactic was offering a special opportunity for tribute gifts made
to an individual or BUD/S Class by loved-ones, classmates, friends, colleagues, and the general public. Gifts were given by loved ones and friends to honor their SEAL father, son, or brother.
The Plank Owner Campaign raised just under $1.2 Million with more than 1,200 SEALs from around the world Leading from the Front.
To celebrate this success, we will be unveiling the Diver Statue in September and inviting all who donated. This celebration is just weeks before the Oct. 4th opening of the first phase of the Navy SEAL Museum in San Diego.
Now, when prospective donors ask us if the SEALs think building this museum is important, we have one of the most impressive narratives to share.
Hooyah!