C-4: The Business Case for Philanthropy: Master Planning & Mission Growth

NAB – 1 Hour | Wednesday, June 5th. 9:00 AM – 10:00 AM

Session Description

Aging capital and infrastructure is a critical challenge for the vast majority of not-for-profit LifePlan communities, with needs that range from day-to-day capital investment to multi-million-dollar enhancement and construction projects. Meanwhile, lingering occupancy challenges from COVID-19 and competition from new construction in 55+, assisted living, and senior living have made the need for capital investment even more critical. But not-for-profit LifePlan communities have a key advantage that many are not yet fully leveraging “ philanthropy. In this session, Asbury Foundation President J.D. Shuman will present the business case for making Development a key partner with Operations and Finance in capital planning. Attendees will learn strategies for enhancing benevolent care contributions and its impact on the bottom line; the value of endowments; and the ROI of investing in professional development staff and a sophisticated philanthropic program with investment options that allow residents to meet financial goals while benefitting the community and people they love. A strategic focus on building endowments across Asburys LifePlan communities has increased contributions by 237% in 2 years, which are funding everything from brain health programming to associate scholarships to annual refreshes of paint and carpeting in common areas. In the past 7 years, Asbury Foundation has funded more than $17.5 in capital enhancements, including a $1.5M brain health and wellness center; a $3M aquatic center and outdoor recreation area; and a $12M, multi-year construction and redevelopment project that includes a new Community Center, Bistro & Bar, and Town Center. Philanthropy is an often-overlooked vehicle to fund key strategic objectives that are vital to an organizations current and future state whether you are a single-site senior living operator or large system. By the end of this session, attendees will come away with a new understanding of how their not-for-profit status can transform donors passions through philanthropy and position their community as a market leader. And, they will leave with practical and reproducible ideas for how to leverage philanthropy to grow Mission, increase resident offerings and satisfaction, and achieve critical master planning goals.

Learning Objectives:

Describe the financial case for including philanthropy as a key member of your master planning and campus enhancement team, including its impact on bond reliance and operating ratio.

Review the business case for and results of investing in professional development staff.

Describe key financial tools that can help your stakeholders achieve favorable financial goals while supporting their community’s financial health today and into the future.


JD Shuman, President & CEO, Asbury Foundation

J.D. has more than 24 years of experience in older adult services and more than 17 years building and steering industry-leading fundraising teams. In 2019 J.D. became President and CEO of Asbury Foundation. He set out with his board to develop and implement a 2020-2026 strategic plan that integrated a 100 Year Anniversary Campaign with a rebrand of the Foundation – incorporating new key focus areas while leading to a 52% increase in annual gift receipts and a 33% increase in the overall Foundation portfolio. Known for its sophisticated approach to older adult services fundraising, the Asbury Foundation has garnered national attention as an industry-leading unit bringing creative charitable planning to current and future residents of the 14th largest Life Plan Community System in the U.S.A. J.D. is a regular contributor for LeadingAge organizations that bring together nonprofit and mission-driven aging service providers. He serves on both the Frederick County SOAR (Supporting Older Adults Through Resources) Board of Directors and the Frederick County Mental Health Association’s Marketing and Development Committee. He has his bachelor’s in business administration with a Specialty in Marketing and is currently working toward his M.B.A. from Mount St. Mary’s University.