1. Campaign Fundamentals
Ryan Bergin & John Chandler

2. Initial Steps Initial Draft of Case Statement
Structured by the school officers
Evaluate strengths, challenges, opportunities and internal readiness for a potential campaign

3. Initial Steps Cont’d Development and Readiness Assessment
Understand & evaluate current fundraising activity
Build a foundation of understanding to inform our planning study interviews
Provide context to inform our final recommendations

4. Study Overview Data collection form
Process and Methodology
Data collection form
Internal assessment questionnaire and assessment invitation
Letters
Peer benchmarking
Internal and external interviews

5. Areas of Analysis Internal Interview Findings
Summarizes salient points from interviews with staff and Trustees
High Level Portfolio and Donor Analysis
Outline analysis of database and wealth screening
Fundraising Analysis
Analyzes historic fundraising results, including fundraising totals by year

6. Areas of Analysis Cont’d
Staffing, Salaries and Expenses
Evaluate staffing and expenses against peers
Recommendations
Offer 6-7 recommendations to provide a platform for growth, campaign readiness and increased major gifts

7. Case Statement 150th Anniversary Campaign Mission Campaign Overview
History
Our School Today
Our Vision
Investment Opportunities

8. Case Statement Cont’d
Case Statement should inform the following materials for the campaign
Leadership and Major Gift Proposals
Recognition Opportunities
Press Releases and Public Announcements
Campaign Brochures
Campaign Leadership Guides and Volunteer Training Materials
Video or PowerPoint Presentations
Newsletters and Progress Reports
Media News and Articles

9. Campaign Plan Case for Support Feedback from the Feasibility Study
Develop a focused, strategic set of funding priorities
Allow campaign to remain flexible to accepting support for projects outside of the following case elements if the donor initiates and drives the interest

10. Telling the Story Marketing
During Quiet Phase, campaign communications will focus on “soft” messaging of successes and activities and will seek to inspire a sentimental spirit
Messaging will move progressively toward a public phase campaign announcement
Announce campaign and its financial goal to the public only after achieving a minimum of 70% of the initial goal
“Insider” communication vehicles can be utilized to share select campaign updates prior to the official launch

11. Leadership Structure S

12. Prospects Step 1: Assemble a list of names from the following sources:
Donors who have shown previous generosity to your school
People who have a relationship with your school and an indication of significant wealth and/or philanthropy
People who have received awards from your school or attended special events and have indications of significant wealth
Major donors to similar organizations
Executives of major corporations and foundations with a history of philanthropy to similar organizations
Your current donors believed to be giving well below their capacity, as determined through Wealth Engine’s electronic screening of the donor database

13. Prospects Cont’d
Step 2: Prioritize these names based on the following criteria:
Amount of past giving to your school
Strength of relationship to your school and passion for the case
Wealth screening
Influence on other Leadership and/or Major Gift prospects, and access to corporate or foundation decision makers
Step 3: Review list with top leaders and administrators
Step 4: Identify and prioritize top 10, 25, 50 and 100 prospective donors

14. Prospects Cont’d Prospect Tracking Prospect Stages
Prospect Management Tools
Cultivation and Solicitation Meetings
One-On-One Prospecting Exercise

15. Prospects Cont’d Gift Level # Gifts Needed # Prospects Needed Totaling
Gift Level
# Gifts Needed
# Prospects Needed
Totaling
Cumulative
Legacy Gifts
$10,000,000 2 6
$20,000,000
$5,000,000 3 9
$15,000,000
$35,000,000
$2,500,000 4 12
$45,000,000
$1,000,000 36
$12,000,000
$57,000,000
Leadership Gifts
$500,000 14 42
$7,000,000
$64,000,000
$250,000 18 54
$4,500,000
$68,500,000
Major Gifts
$100,000 26 78
$2,600,000
$71,100,000
$50,000 40
120
$2,000,000
$73,100,000
$25,000 55
165
$1,375,000
$74,475,000
Public Phase Gifts
Below $25,000
Many
$525,000
$75,000,000
TOTAL
173+
519+

16. Planning
Benchmarks
Setting and achieving ambitious benchmark goals will enable your school to celebrate success throughout the campaign, and ensure ongoing progress and momentum
Benchmarks are also useful tools to encourage gift decision deadlines
Phases
Campaign should be implemented in phases
Each phase should build on the success of the previous one
It is expected that activities within individual phases will overlap

17. Engagement Alumni Committee
Led by a chair; populated with Envoys representing appropriate class eras
Chair and Envoys should convene for campaign training
Parents & Grandparents Committee
Led by a chair; populated with representatives of current parents/grandparents and former parents/grandparents
Once recruited, the Parents & Grandparents Committee should be trained
Faculty & Staff Engagement
Conduct targeted effort to elicit internal support from faculty and staff
Internal support will inspire donors who may consider the extent to which those closest to your school  
Committee of 4–6 faculty/staff led by a Chair will determine strategies for successfully soliciting gifts from fellow faculty and staff