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Capital Campaign 101: Understanding the Basics
P RESENTED BY:R HONDA N EWMAN, N EWMAN C ONSULTING
10/14/17
1
What is a Capital Campaign?
� A capital campaign is "an intensive fundraising effort designed to raise a specified sum of money within a defined time period to meet the varied asset-building needs of an organization"
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Benefits of a Capital Campaign
üMoneyüAwarenessüLeadershipüMajor DonorsüInternal Strength & CapacityüAnnual Giving
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Where Will the Money Come From?
üGrants/ FoundationsüIndividualsüCorporationsüOther organizations
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Charitable Giving Sources
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Link, Interest & Ability
Max.Gift
Ability
Interest
Link
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Sample $1M Gift Table
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How long will the campaign take?
Pre-Campaign Planning 6-9 months
Community Phase 5-6 months
Lead & Major Gift Phase 8-12 months Follow Through
Pre-Campaign Planning• ClarifyObjectives• SetWorkingGoal• IDandEngageProspects• DraftCaseforSupport• ConductFeasibilityStudy Quiet Phase
• ConductBoardCampaign• Initiategrantrequests• DonorCultivation/Engagement• SolicitLargestGifts• PlanCampaignKick-off
Public Phase• Solicitalllevelgifts• SolicitMembershipGifts• SolicitBroad-baseGifts• HostHousePartiesandEvents• Donorstewardship
Follow Through• ThankDonors• Show Donors Impact• FinalCampaignReport
Plan Campaign• BoardApprovesCampaign• EnlistCampaignCommittee• IDMoreProspects• FinalizeCaseforSupport• DevelopCampaignPlanTimeline• CreateDonorRecognitionPlan• DevelopCommunicationsPlan
Campaign Kick-Off• 60%+ofGoalRaised• AnnounceCampaignGoal• AnnounceProgresstoDate• CelebrateSuccess• PressandMediaCampaign
Draft Campaign Timeline
3-4months
Feasibility Study• EngageConsultant• AssessReadiness• RecommendPlan
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Will We Need a Feasibility Study?
� Tests specific objective and financial goal with key donors and community leaders
� DO not undertake a FS until you have a clear plan for what you want to do and how much is it going to cost and your Board is fully committed.
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What Role Does the Board Play?
� Campaign will excite and engage or remove those less effective
� Design project structure (project mgmtis different than capital campaign)
� Board determines and approves campaign objectives
� Review and accept policies, regular reports, oversight of campaign progress
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What about Individual Board Members?
� Every Board member should GIVE that is personally significant and within the context of their means
� Must attend Campaign events� Assist in ways that fit their abilities
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Donor Cultivation Cycle
Identification
Qualification
Cultivation & EngagementSolicitation
Stewardship
12
Identification – 10%Qualification – 20%Cultivation – 40%Solicitation – 5%Stewardship – 25%
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What Will the Campaign Cost?
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� Smaller than $3M as much as 12-5%; more than $10M maybe as low as 4-5 %
� Expenses include: consultant, materials, campaign events, donor relations, staff…
� Adding campaign expenses to goal� Bridge financing
Will We Need a Campaign Consultant?
� Few orgs have staff and volunteers with experience in capital campaign fundraising
� Consultant will guide through campaign to avoid common pitfalls
� Same consultant for FS as campaign
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Campaign Success Factors
1. A compelling reason to have a campaign!
2. Engaged donors with capacity to make large gifts
3. Capable leadership and a good reputation
4. Committed Board
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NEWMANCONSULTING.CA
NEWMANCONSLT
NEWMANCONSLT
Questions
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