ARE YOU READY FOR A CAPITAL CAMPAIGN?

Michelle A. Turman, MA, CFRE

Principal Consultant

CAPITAL CAMPAIGNS ARE…

“The ultimate test of an organization’s philanthropic potential.”

Sheldon Garber, Rush Presbyterian’s St. Luke’s

“A dollar goal up against a time deadline.”

Consultant Bob Duncan © 2

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CAMPAIGN & CAMPAIGN GIFT DEFINITION

• A Campaign is special and intensive fundraising effort directed at achieving specific goals within a specified period of time. It should flow from a process of organizational planning, be based on a solid leadership commitment, and add value to the organization’s mission.

• Campaign gifts are solicited as one-time commitments, frequently payable over a multi-year period, and often are of a significant size for the donor, contributed from assets rather than income. Campaign gifts can be expected to take from 3 to 9 months to develop.

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TYPES OF CAMPAIGNS

• Capital Campaign: goals for capital purposes, i.e. facilities, equipment, permanent endowment

• Special Project Campaign: single, limited objective not impacting organizational and leadership issues usually associated with capital campaigns

• A comprehensive Campaign: includes goals for multiple purposes. It can include capital, special purposes expendable, and current purposes – increasingly, annual funds are included in comprehensive campaign goals

• Emergency Campaign: responds to unplanned events

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A Successful Campaign Requires: A Solid Plan

• SWOT Analysis• Feasibility Study Results• Campaign Goal• Timeline and phases of a campaign• Case Statement that outlines the need• Capable Campaign leadership and involved volunteer base• Lead gifts• Effective and capable executive staff and budget• Campaign Gift Table• Qualified Major Gift Prospects• Prospect development plan and communications plan• Record keeping system

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COMMON CAMPAIGN PRACTICES

• Multi-year pledges

• Extensive Volunteer Management

• Reliance on large gifts

• Face-to-Face solicitation

• Sequential solicitation © 2

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CAPITAL CAMPAIGN PHASES

Campaign Planning

Quiet Phase: Lead &

Insider Gifts

Kick OffPublic Phase: General Gifts

Celebration

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CAMPAIGN READINESS: FEASIBILITY STUDY

Helps assess:

• Reputation

• Case

• Leadership Commitment

• Sources of Support

• External Factors

• Timing

• Public Relations

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ROLES AND RESPONSIBILITIES OF VOLUNTEERS

President & Board

Development Staff &

Campaign Chair

Steering Committee

Prospect Rating Committee

Special Gifts Committee

Major Gifts Committee

General Gifts Committee

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Identifying Prospects

A prospect is any individual, foundation or corporation, or organization that has the potential to give and is likely

to do so.

Involves five steps:

• Identification• Information• Interest• Involvement• Investment

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Developing the Prospect Pool

After research is compiled, staff should review the results to determine whether all information is there and whether the prospect belongs in the prospect pool.

If the prospect is removed, then it should be provided to the annual giving staff or campaign for future cultivation.

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Rating Prospects

• Performed by staff and volunteers to validate the research effort.

• PURPOSE is to accurately determine an individual’s ability to give.

• The evaluator should NOT be concerned with what the individual may give, or if they will give. ©

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SAMPLE RATING CHART –Gift Capacity

RATING GIFT CAPACITY (Paid over 5 Years)

A $10 + million

B $5 - 9.9 million

C $1 - 4.9 million

D $500 – 999,000

E $250 – 499,000

F $100 – 249,000

G $50 – 99,000

H $25 – 49,999

I < $25,000

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SAMPLE RATING CHART -Affinity

SUB-RATING Affinity

1 Very Positive

2 Generally Favorable

3 Generally Favorable yet hindered by an issue

4 Neutral or Uncertain

5 Negative

6 Unknown

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SAMPLE RATING CHART –Life Circumstances

SUB-RATING Life Circumstances

+ Prospect's current life circumstances are supportive of philanthropic giving

- Prospect's current life circumstances are not supportive of philanthropic

giving

= Prospect's current life circumstances are supportive yet prospect is non-

philanthropic

? Unknown

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Gift Tables

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Utilized to plan out the number of gifts of differing size needed to accomplish the goal.

Typical format:

• Few – Large

• Moderate – Medium

• Many – Small

Largest overall gift should be 10% of the total. Assume 3-4 prospects for each actual gift.

Sample Gift Table $7.5 Million

Gift Type Gift Range Number of Gifts

Number of

Prospects

Needed

(4:1)

Number of

Prospects

Identified with

Capacity for XYZ

Org

Total

Lead Gifts $1,000,000 1 4 4 $1,000,000

Major Gifts $750,000 2 8 4 $1,500,000

$500,000 2 8 4 $1,000,000

$250,000 4 16 22 $1,000,000

$100,000 11 44 73 $1,100,000

Special Gifts $50,000 10 40 66 $500,000

$25,000 14 56 65 $350,000

$15,000 14 56 135 $210,000

$10,000 10 40 70 $100,000

General Gifts less than

$10,000

all others 189 $740,000

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Naming the Campaign

The name should have a dramatic impact and meaning for the institution as well as its constituents.

Kent Dove,

Conducting a Successful Capital Campaign

• Symbols, logos, titles and themes should be developed for and used throughout the campaign

• Establish a Communication Advisory Committee

• To gain support from all the organization’s constituencies begin with members of the institutional family.

• To secure broad agreement on the plan from all the major parties involved in the campaign.

• To work closely with all elements of the development or advancement structure within the organization, to secure their support and cooperation.

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Developing a Realistic Plan for Marketing and Public Relations

The objective of your public relations plan in support of a capital campaign should be to increase awareness, understanding, and

appreciation on the part of targeted audiences in selected geographical areas, with the aim of motivating support for the

campaign.

• Identify your audiences to be informed and cultivated

• State the campaign’s message

• Identify potential methods for communicating the message: personal visits, open houses, town hall meetings, slide presentations, visual displays, special press conferences, film, radio and television events, newsletters, e-newsletters, feature stories in social media/newspapers/magazines

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Types of Campaign Communications

• Campaign Brochure (once the case is written)

• Folder with pockets on both sides for proposals (ensure that there is a business card cut out on the left side).

• Letterhead: The letterhead should have the campaign logo in the left hand top corner. On the left hand side it should list committee members. Chair first then committee chairs underneath with title under their name.

• No.10 Envelope

• Pledge Card / Form

• No. 9 Return

• Business Cards for campaign leadership

• Brochure on tax information and estate planning in making major gifts

• Fact booklet about the organization / newsletter

• Case Statement

• Naming Opportunities

• Website

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Why Some Capital Campaigns Fail?

• Lack of Vision

• The Case for Support is NOT Compelling

• Lack of Large Gift Prospects & detailed Campaign Plan

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CAPITAL CAMPAIGN CONSULTANTS

• Necessary?

• Roles: Planning Study & Planning

• Types: Residents and Periodic / Small vs. Large Firms

• Services

• Costs: Flat fee plus expenses, daily rates for planning and implementation, dependent on size, experience and market base of consulting firm

• Selection: Look at track record and experience.

The most successful collaborations occur when the working style and practices of the consultant

approximates those of the client!

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Michelle A. Turman

Principal Consultant

813-839-2282

mturman@catalystcs.org

www.catalystcs.org

Facilitating positive change for your organization.