AN INTRODUCTION TO CAPITAL CAMPAIGNS Sarah Granger

FIVE ESSENTIAL ELEMENTS FEASIBILITY STUDY The Case The Campaign Plan LeadershipProspects

Sarah Granger FEASIBLY STUDY “A thorough examination of the institution’s readiness to ask and the community’s preparedness and willingness to give.” - Henry A Roos Achieving Excellence in Fund Raising

Sarah Granger  What attitudes and perceptions exist among stakeholders?  What reactions do stakeholders have to the proposed capital plan?  What is a feasible financial goal based on current and potential funding sources?  How much major gift potential exists?  How much potential grant funding/government funding exists?  How much volunteer leadership potential exists?  What will be the most effective fundraising strategies?  What is the budget and staff capacity needed for a capital campaign?  What timetable makes the most sense for a capital campaign?  What are the potential obstacles? QUESTIONS THE FEASIBILITY STUDY WILL ANSWER

Sarah Granger FEASIBLY STUDY REFINE THE CASE AND PROJECT BEGINS BUILDING A NETWORK OF POTENTIAL DONORS, LEADERS AND VOLUNTEERS EDUCATE and SHAPE PERCEPTIONS Process:  Interviews  Focus Groups  Survey  Analysis of data and materials  Other research

Sarah Granger THE CASE The core document that provides the rationale and justification of the Capital Campaign. Preliminary Case The Case Statement

Sarah Granger Preliminary Case – more factual than persuasive (2-4 pages):  Institutional background and mission  A couple of key historical facts  Key statistics and facts (i.e. constituents served, community impact, etc.)  The opportunity/challenge  Description of the project  Financing plan (including the proposed campaign) THE CASE

Sarah Granger Final Case Statement (3-6 pages):  Summary  Mission description or statement  Brief, relevant history  Compelling conditions for campaign  Project description  Project benefits  Endorsements  Giving opportunities, forms of giving and donor recognition THE CASE

Sarah Granger Your road map of how the goal will be accomplished. Includes:  Solicitation strategies  Phases and timetables  Roles and responsibilities of leadership and volunteers  Communications plan  Policies and procedures  Budget A living document – modified as needed THE CAMPAIGN PLAN

Sarah Granger PROSPECTS  Capital campaigns require extraordinary gifts  ALL potential prospects need to be identified and researched  Phases and solicitation strategies are determined by knowledge about your prospects

Sarah Granger PROSPECTS - THEORIES Rule of Thirds Top Down & Inside Out  First ten gifts – 1/3 of goal  Next 100 gifts – 1/3 of goal  Remaining gifts – 1/3 of goal 80/20 Rule  80% of the work is done by 20% of the people  80% of funds comes from 20% of the people Know Well Know Least

Sarah Granger PROSPECTS Vital techniques  Personal visits – People are more likely to give to people than causes.  A phased approach  Specific gift requests  Lead and major gift solicitations  Pledge gifts

Sarah Granger LEADERSHIP Organizational Leaders  100% supportive Campaign Leaders  Recruit ideal leaders  top-level gift  recognized in community  willing to advocate, recruit and solicit  has the time and talent  Make a list – recruit strategically

Sarah Granger LEADERSHIP ROLES  Campaign chair(s)  Campaign committee  Campaign consultant (may or may not be your campaign coordinator)  Major Gifts chair  Community chair  Grants and foundations chair

Sarah Granger FIVE ESSENTIAL ELEMENTS FEASIBILITY STUDY The Case The Campaign Plan LeadershipProspects MOMENTUM EXCITEMENT OWNERSHIP COMMUNITY

Sarah Granger NEVER DOUBT THAT A SMALL GROUP OF THOUGHTFUL, COMMITTED CITIZENS CAN CHANGE THE WORLD; INDEED, IT’S THE ONLY THING THAT EVER HAS. MARGARET MEAD