Maximizing Support from your Donors through your

Capital CampaignJeffrey Wilklow

Campbell & Companyand

Valerie BroadiePlanned Parenthood of Metropolitan Washington

#Bridge14

Capital Campaigns Transform Your Organization• Your main ask is not the end but a beginning of a larger and

integrated campaign.

Main AskIntegrated Campaign

Capital Campaigns Transform Your Organization• Capital Campaigns can serve as a chance to open up a planned gift

conversation with your existing and potential donor base.• The key is the establishment of deep and engaged relationships with

your donors.

Integrated Campaign

The Legacy Giving Conversation

“Let me tell you about the very rich. They are different from you and me.”

• Producers • Legacy• What they all worry about• The 20% myth

Wealthy Donors

• Endowing gift• Fear of giving too much away

Modest Givers

7

Conversational Opportunities

• New Strategic Direction

• Legacy Society Push• New

Leadership• Campaign

The Courtship Pick up lines

First Dates

Getting Lucky

Getting Serious

Lifetime Commitment

The Philanthropic Partnership

Institutional Mission

Donor’s Life Mission

Question of the Day

What is the #1 reason why people don’t give?

They are not asked!

Other ReasonsThe case wasn’t strong enough

The appeal wasn’t personal

No one followed up

No one suggested a specific amount

The solicitor did not listen

No one suggested alternate ways to

give

Wood, Graeme, “Secret Fears of the Super-Rich,” The Atlantic, April 2011

Swank, Katherine, “How to talk with Donors about Planned Gifts,” Target Analytics

Thanks – and feel free to contact us for follow up:Jeff Wilklow - jaw@campbellcompany.com

Bibliography

Thank you!

Don’t forget to visit the Solutions Showcase!

Many of the ideas discussed today are on display at the

Solutions Showcase!

#Bridge14

Jeffrey WilklowJeff.Wilklow@campbellcompany.com

Valerie BroadieValerie.Broadie@ppmw.org