1. Capital Campaigns Ernie Vargo, CFRE
President and CEO, Eskenazi Health Foundation
Faculty, The Fund Raising School

2. Capital Campaigns Are . . .
“The ultimate test of an organization’s philanthropic potential.” Sheldon Garber, Rush Presbyterian St. Luke’s “A dollar goal up against a time deadline.” Bob Duncan, consultant

3. Characteristics of Capital Campaigns
Large/stretch dollar goal
Feasibility study
Defined, intensive time period
Dependent on lead gifts
Volunteer driven
Sequential solicitation
Face-to-face solicitation
Quality over quantity of gifts
Highly cost-effective fundraising method
Continuation of annual fund

4. 4-Legged Stool of Fundraising
DONOR
Current Income
Income & Assets
Special Programs, Projects
Ongoing Programs/ Services
PLANNED GIVING
MAJOR GIFTS PROGRAM
CAPITAL CAMPAIGN
Unrestricted Annual Capital
Estate Planning
Endowment, Capital
Assets
Buildings, Equipment, Endowment
SOURCE
BENEFIT
ANNUAL FUND

5. Sequential Solicitation
Top down

6. Types of Capital Campaigns
Traditional Bricks and Mortar
Combined
Bricks and Mortar
Ongoing
Endowment
Project
Left over from previous campaign – one focus

7. A Successful Campaign Requires . . .
Sound plan
Qualified lead gift prospects
Capable executive staff
Volunteer leadership
Involved, concerned board
History of gift support
Positive track record
Capable development staff
Case for support
Prospect development system
Communications plan
Record keeping system

8. The Case . . . ...is an investment prospectus
...answers basic questions
...must be supportable and defensible
...has broad implications for the community
...is both emotional and rational
...must be optimistic
...should be brief and easy to remember
...should move people to action

9. Capital Campaign Consultants
Services
Costs
Selection
Necessity
Roles
Types
This way that way. Retrieved from image search

10. Campaign Feasibility Study should answer the following:
Does the organization enjoy a POSITIVE IMAGE?
Is there CLEARLY PERCEIVED SUPPORT?
Who will make the LARGE GIFTS needed?
Is the volunteer LEADERSHIP AVAILABLE AND WILLING to sign on to the campaign?
Is there a FAVORABLE ECONOMIC CLIMATE to support a campaign at this time?

11. Campaign Feasibility Study
Internal Assessment External Assessment
Case
Needs
Goals
Commitment
Communications
Stewardship
Management
Leadership
Fundraising programs
Prospect and donor development
Readiness for volunteer impact and volume of activity
Environment
Understanding of case
Goals and constituency
Markets
Leadership
Attainability of giving standards
Public image and understanding

12. Campaign Feasibility Study
Key Areas for Feasibility Study Interviews
Case
Proposed goal
Leadership
Gift potential (as defined by gift chart standards)
Timing
Public relations
Referrals for other interviews
Special areas of concern

13. Campaign Policy Questions
Pledge period
Start and end dates
Gift accounting
Gift valuation
Relationship to annual giving
Questions. Retrieved from image search www5.esc13.net

14. The Tip of the Iceberg STEP SEVEN: Wrap up STEP SIX: Public phase
STEP FOUR: Beginning in-house phase (6 months to 1 year before public phase)
STEP THREE: Pre-campaign activity (1-2 years before public phase)
STEP TWO: Testing for readiness (1 to 2 years before public phase)
STEP ONE: Institutional readiness (2 to 3 years before public phase)
STEP FIVE: Advance gift phase (during year before public phase)
STEP SIX: Public phase

15. Constructing a Capital Campaign Gift Range Chart
Lead Gifts % of goal
One lead gift %
Two-three gifts % each
Four-six gifts % each
Mid-Range Gifts % of goal
30-6- gifts in 3 giving categories
Low Level Gifts % of goal
All others at several lower levels

16. (Three-year pledge period)
Gifts Needed to Raise $1,000,000
(Three-year pledge period)

17. (Five-year pledge period)
Gifts Needed to Raise $3,000,000
(Five-year pledge period)

18. The Solicitation Cycle
Information
Awareness
Interest
Involvement
Commitment
Appreciation
Identification