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10/11/2017
1
The Capital Campaign:
How to Prepare for the 59th Minute in Your Busiest Hour
‘Twas the night before Christmas …
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2
It’s a donor calling!
Little did I know:
I was actually embarking
on a capital campaign …
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3
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?