Capital campaigns, no matter the size, are a heavy lift. They demand focus, extraordinary amounts of time and resources, and a keen eye for strategy. Capital campaigns also have a natural, almost expected rhythm; initial excitement and optimism often give way to fatigue for both organizations and donors. Here are four ways to keep your campaign, your donors and your team moving forward when energy starts to dip.
Step 1: Set your campaign up for success
You have a vision, an exciting project that won’t happen without the above-and-beyond support of your donors. You and your board have started talking about a capital campaign to fund this vision. These early discussions lay the groundwork for a successful fundraising effort.
Do your research
What other organizations in your area are in a capital campaign or preparing to launch one? Do your missions or donors overlap? Your needs are just as urgent as theirs, but understanding the landscape helps position your vision so it stands out.
Clearly define your goals
Donors are drawn to a bold vision and confident, effective leadership. They also want to be confident that their investment will be used wisely. A feasibility study can confirm whether your goals are compelling and is the financial target realistic. Use this feedback to flesh out your campaign goals and develop a narrative that speaks to your donors. Even a debt reduction effort can be inspiring if the impact is clearly articulated.
Understand your donors
Campaign donor cultivation happens well before a campaign launches. Be sure you have authentic relationships with your donors; you understand their giving priorities and know what motivates them. With proper cultivation, a significant campaign request will feel like a natural progression of the donor relationship.
Recruit a strong team
Campaigns live and die by the people driving them. Organizational leadership should be clear that a capital campaign will only be successful with a significant investment of time and resources. To reach goal, a capital campaign needs to be a top leadership priority. Your board should be in full support and prepared to be the most vocal and generous cheerleaders of the campaign. Volunteers whose endorsement bring credibility, energy and generosity should also be strategically recruited.
Step 2: Create and sustain momentum
With your homework complete, you’re ready to launch your campaign. You’ve secured gifts from organizational leaders, the campaign thermometer is quickly rising, and then things stall. What happened?! How did things fizzle out?!
First, this is normal. All campaigns experience early momentum fueled by the support of their most faithful. Second, with proper preparation, strategy and a careful eye on data, this can be predicted and overcome.
Ride the wave
The official launch of a capital campaign generates a buzz. With proper communication, your organization and its donors should eagerly anticipate this moment. Capitalize on the early excitement and the momentum it brings. Keep energy high by treating every step of the process with a sense of urgency that demonstrates your campaign needs are important.
Be strategic with your gift pyramid
The quickest way to make the campaign thermometer rise is also the most obvious: ask your largest potential donors for their gifts first. Before you kick off your campaign, be sure you’ve carefully evaluated your list of donors and determined where they fall in the gift pyramid. Prioritize your largest donors and develop unique strategies for every donor level.
Communicate, communicate, communicate!
The most effective fundraisers understand the importance of communication. They are skilled in PR and know that it’s important to stay in front of their donors who have busy lives and competing priorities. Be sure to consistently share good news. Celebrate the big and small wins. Show progress with campaign indicators other than dollars raised – participation, new donors, milestones met. Personally reach out to your top donors with updates and maintain communication with campaign donors and prospects.
Mix it up
One of the most effective ways to regenerate momentum is with a matching gift or participation challenge. Donors respond to the sense of urgency these challenges create and like knowing their gift – no matter the size – is helping reach an immediate goal. Watch your campaign returns carefully and when you start to see a slide in the response rate, have a challenge in your back pocket to reenergize your donors and volunteers.
Step 3: Lead with gratitude
No single leader or donor carries a campaign. Success comes from a collective effort. Recognize this shared commitment by regularly thanking your donors, volunteers and staff. Support one another and appropriately divvy up responsibilities. Share “mission moments” that remind donors and leaders alike why this campaign is worthy of their time, energy, and resources. Finally, campaigns are a marathon, not a sprint. Allow time to recharge your battery and give yourself the grace to experience the highs and lows of a capital campaign while staying focused on the finish line.
With careful planning, intentional strategy, and a spirit of gratitude, you can keep your campaign and your donors energized until the very last gift is in.
Brendan Manson, President Of Fellowship Development, leads a faith-filled team of colleagues at Fellowship Development who are dedicated to serving Christian churches, schools and organizations. He draws upon his education and 30 years of experience in finance and business administration, theology and pastoral ministry, to help create capital campaigns that foster faith while raising funds. Brendan also provides clients the valuable perspective and experience of having led successful campaigns as a pastor as well as a campaign manager. bmanson@steiergroup.com
