1. Agenda:
The Path of a Capital Campaign
n Capital Campaigning Overview
n Developing
n Planning
n Asking
n Thanking
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2. What is a Capital Campaign?
Definition by Kent E. Dove
Conducting a Successful Capital Campaign
an organized, intensive fundraising effort on
the part of an organization to secure extraordinary
gifts and pledges for a specific purpose or purposes
during a specified period of time.
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3. What is a Capital Campaign?
A Campaign to raise the necessary
funds to:
- Build Buildings
- Begin or Expand Programs
- Buy Technology or Equipment
- Create or Grow Endowment
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4. Are you ready for a Campaign
The Right Infrastructure:
n Staffing of the Organization
n Office Systems & Database Software
n Gift Acceptance Policies
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5. Are you ready for a Campaign
The Right Infrastructure:
n Board
n Volunteers
n Donors
LEADERSHIP, TRUST, TRANSPARECY
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7. The Planning Study
External Assessment: The Feasibility Study
n 50 Intensive research interviews
n Best leadership prospects
n
n
Capacity to give
Or to influence gift / grant
n Ask advice / opinion
n
n
n
Produces
n Campaign goal and timeline
n Leaders
n Top donors
Value of vision?
Dollar goal possible?
What would it take?
n Research what would you give?
n Case messages
n Sector goals
n Plan
n Who should lead?
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8. Developing your Case for Support
Tells your story
Prepares your prospects!
n Mission
n Vision
n History
n Current Programs and Services
n List of Board and Staff
n Financial Information
n Needs for Future Growth
n Plan for Addressing These Needs
n Opportunities for Donors to Participate in Vision
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9. Campaign Phases
Provides the Roadmap of how we are
going to accomplish our goals:
n Strategies
n Communications
n Leadership
Chair and Volunteer Committee
n Volunteer Management & Engagement
n Phases & Timetables
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10. The Campaign Plan
Structuring your Campaign:
n Planning phase. The strategy, case for support, and campaign materials
are developed;
n Quiet phase. A large percentage of the target is raised through lead
gifts;
n Public phase. The campaign is officially launched and lower level and
community gifts are sought;
n Conclusion phase. The campaign is completed and evaluated
**Campaign should not exceed seven years.
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11. The Campaign Plan
n How?
How long?
n Leadership development
5 yrs
n Strategic plan
2 yrs
n Prospecting / feasibility study
1 yr
n Nucleus fund / leadership gifts
2 yrs*
n Public phase
1 ½ yrs*
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12. The Campaign Budget
n The Project Budget
n The budget for the building
n The Campaign Budget
n Personnel
n Professional Services
n Marketing Materials
n Donor Recognition
n Campaign Events
n Support Systems
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14. Identifying & Cultivating Donors
n 80% of all contributions come from individuals
n Most capital campaign donors will be those that already
support organization
n Donor Base:
n 100% Board Commitment
n Top 10% of organization s donors
n Major donors/Most loyal organization donors
n Corporate Partners
n Vendors
n Other prospects identified by Campaign Committee
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15. Raising funds from the top down
and inside out
The largest gifts first!
Know
Well
Know
Least
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16. Nucleus Fund/ Leadership Phase
n Nucleus fund: Top 10 to 20 gifts
Multi-million, million dollar gifts
n Campaign leaders / volunteers
n
n Leadership phase
Seven-figures first... then high sixes
n Some five-figure gifts
n All personal solicitations
n
n 75% to 80% of goal
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17. Making the Ask
n Right Person asks Right Person
n Right Time
n Right Way
n Right Amount
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18. 10 Tips to Winning
Transformational Gifts
1.
Show your passion
2.
Be a cheap date
3.
Time is money
4.
Show you re worth it
5.
Build a great team
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19. 10 Tips to Winning
Transformational Gifts
6. Think big
7. Nail your target
8. Schmooze hard... but don t oversell
9. Be right on the money
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20. Public Phase
§ Many, many five-figure gifts
§ Corporate Partners
§ Vendors
§ Adopters
§ entire community!
n Dual ask: annual + campaign
n Staff-driven... events, calls, mail
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21. Managing Annual Major Giving
during a Capital Campaign
n CAMPAIGNS: one-time investment helps to propel
organization to new level
n ANNUAL GIVING: on-going support helps to ensure
mission carries forward in to future
n Campaign and Annual Gift solicitations should
always be coordinated
n Campaigns do not cannabilize
Annual Giving programs
n Campaigns can and will grow your
Annual Giving program
n Capital Campaigns are more cost efficient than
Annual Giving programs
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23. Campaign Events & PR
CAMPAIGN EVENTS
n Cultivation breakfasts,
luncheons, dinners,
cocktails parties
CAMPAIGN PR
n Create excitement for 35 years
n Kickoff event
n Bring home the big ideas
n Groundbreaking event
n Ribbon cutting/Open
n Build trust, transparency
house
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24. Recognition & Stewardship
Good Stewardship
The last step in the first gift
and the first step in the next gift.
*Always remember: the Donor s best interest are
always the primary consideration.
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25. Life After the Campaign
n Debrief
n Enhance
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