10/11/2017

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The Capital Campaign:

How to Prepare for the 59th Minute in Your Busiest Hour

‘Twas the night before Christmas …

10/11/2017

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It’s a donor calling!

Little did I know:

I was actually embarking

on a capital campaign …

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That’s me … how about you?

Have you ever worked in any capacity

on a capital campaign?

Capital Campaign

An intensive fundraising effort to meet a specific financial goal within a specified period of time for one or more major projects that are out of the ordinary, such as the construction of a facility, the purchase of equipment, or the acquisition of endowment

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Campaign Phases

• Research

• Planning phase

• Quiet / intensive phase

• Community phase

Research

• A study

• A development audit

• Assess board and staff

• Environmental scan

• Some or all of the above

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Research Activities

• Analytics of your database

• Don’t re-invent the wheel!– With whom could you share?

– Who has had recent experience?

Research Activities

• Board engagement

• Competition?

• Lobbying government

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Don’t forget your important prospects – those relationships

have to be strengthened

Next Step – Planning

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Any questions so far?

Studies

• Feasibility Study:– an objective survey, usually conducted by

fundraising counsel, of an organization's fundraising potential that assesses the strength of the organization's case and the availability of its leaders, workers and prospective donors

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Studies

• Planning Study: – a fundraising study that places emphasis

upon the development of a plan to implement a campaign

Studies

• Master Planning Study: – a planning study combined with a feasibility

study; alternatively, a study and report that address both immediate and long-range objectives

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Key Benchmarks

• 75% agree that case is worthwhile

• 60% willing to ask

• 70% willing to give

• Gifts totalling 25% of goal

• Lead gift identified

• Campaign chair identified

Listen to the Results

• Don’t sweep the results under the rug

• Develop strategies to address weaknesses

• Test again before proceeding

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Other Planning Activities

• Gift chart

• Prospects

• Accompanying pipeline strategy– Mix of donors

– Active prospects

– Feed the pipeline

– Data

Other Planning Activities

• Top 10 prospects’ cultivation plan

• Revise case statement

• Volunteer position descriptions

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Other Planning Activities

• Campaign and communications plans

• Recognition strategy

• Design campaign’s ‘personality’

• Resourced campaign office

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Year One of Planning

• Planning study

• Volunteer leaders recruitment

• Set an informed campaign goal

• Resourced campaign office

Gates, Dates & Benchmarks

Gate #1 –March 31, 2016

· 100% giving from the BOD · Two seven-figure gifts confirmed · Total commitments: > $4 million · Clinical planning for govern-ment’s business case is complete · Hospice Society agrees not to launch a separate fundraising campaign within the same timeframe

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Year Two of Planning

• Go/No-go benchmarking

• Increased lobbying efforts

• Draft campaign plan

• Draft recognition and naming

Year Two of Planning

• Donor cultivation

• Volunteer recruitment and training

• A ‘personality’

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Quiet Phase

Lots to Do!

• Prospect research and qualification

• Concentrated cultivation

• The asks!

• Quiet recognition: – thank you calls

– lunch with Board chair

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Community Phase

• Gift announcements

• Close remainder of major gifts

• Entire community invited

Seconds Left

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With thanks for listening …

questions?