CAPITAL CAMPAIGN STRATEGY
A capital campaign is defined as an effort to secure charitable contributions from donors
in support of a nonprofit organization that is embarking on a large and important project
that will be a great leap forward for the organization. This is different than an annual
fund, in which a nonprofit asks donors to support the costs of its annual operating budget
so that it may deliver programs and services.
Capital campaigns are also distinguished by the fact that gifts are larger than is typically
made to an annual fund, and contributions may be pledged with payments spread over
three to five years.
Capital Campaigns have five distinct phases.
Lead Gift
date ets)
Major Gift
Phase
Campaign
B Public Phase Appreciation
Readiness ia
«Jun - Oct 2018 * Oct 2018- Apr + May-Dec 2019 * Jan-Jun 2020 + Summer 2020
+ Feasibility study 2019 + House parties * Public events * Donor
+ Case statement + Lead Donor * Foundation + Mail appeal appreciation event
and materials solicitation proposals » Challenge grant? * Open House
+ Budgets * Achieve 65% of + Individual visits * Social and + Appreciation
+ Identify campaign goal * Achieve 90% of traditional media mailing
prospective campaign goal campaigns * Social and
donors traditional media
+ Identify and campaigns
convene
Committee
This project is in the campaign readiness phase. This is where the feasibility assessment
takes place, the case statement and supporting documents are created, and a committee
of passionate, connected volunteers is recruited.
The lead gift phase is when the campaign secures the 10 to 14 leadership gifts that will
bring the campaign to at least 65% of its goal. This is phase that in any capital campaign
traditionally demonstrates if the campaign will make its goal.
After that is the major gifts phase, in which more donors step up to make gifts that are a
bit smaller than the lead gifts. This phase gets the campaign to 90% of its goal.
Both of these phases of the campaign typically take place with very little fanfare or
publicity. They are under-the-radar, one-on-one conversations between the nonprofit
seeking funds and the prospective donors that are considering these transformative gifts.
The most visible phase of a capital campaign is the last of the fundraising efforts: the
public phase. This is when the nonprofit seeks hundreds of smaller gifts ($5 to $2,500) at
once that will bring the campaign to its goal.
Finally, there is the appreciation phase. This is a wonderful opportunity to invite the
community to share in the success, tour the building, join together to celebrate. This
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