How to Run a Successful Capital Campaign

Talking Points
by Stephen Wertheimer

Note: The following are points of departure for more discussion and analysis. They represent key concepts in the management of capital campaigns. Further discussion on each of the topics raised here can be had by contacting the writer, Stephen Wertheimer, at bocasteve@aol.com or 561-362-4020.

The Capital Campaign:

In the Beginning

Four critical elements

Case: Does our objective present a convincing reason for a thoughtful prospect to make a generous gift?

Prospects: Are there enough prospects with means sufficient to give at the amounts required to reach the goal?

Leadership: Are there leaders ready to do what it takes to cultivate and ask prospects for major financial gifts?

Support: Is there an administrative support system in place to help the volunteers successful? Is the chief executive officer ready to reach out to prospects and ask for gifts?

Set goals that are realistic manner

Define the programmatic outcome of the campaign, set metric

Determine if the campaign/goal is for a one-off or part of a long term development program

(development program, develop concept)

Seek counsel, especially if no prior campaign experience

Study

Audit

Campaign management and services (writing, prospect research, etc.)

Determine what role/relationship with annual fund

Establish policy on naming opportunities

Establish policy on gift acceptance (cash, stock, pledge pay period, real estate, insurance, etc.

Running the Campaign

Seek Board commitment first – All Give At Top Level

Create a powerful assessment/rating/evaluation committee

Identify the top 100 prospects in rank order

Identify “enabler” who can begin cultivation/solicitation process

Create a powerful campaign executive committee

Begin solicitation in sequential order, not a collection

Rule One: 90 percent of goal comes from less than 10 percent of prospects; most of that will come from top ten gifts

Take time: campaign schedule is a combination of solicitation schedules for 10-100 key prospects.

Rule Two: Wait for the time when prospect can make best decision, not to meet an arbitrary calendar deadline

Expect that the campaign can run for twelve to eighteen months; avoid campaign fatigue

Do not make campaign public until goal is in sight, usually when between two-thirds to halfway to goal; Rule Three: publicity does not win campaigns

Have good briefings for solicitor/cultivators, arm them with informative, attractive, not flashy written and visual materials; do not go Hollywood; avoid gimmicks (internet, social media – not suitable for capital giving process)

Create cultivation events and dynamics, e. g., site visits, principals/leaders/clients/personalities meet-and-greet

Celebrating Victory

Establish a solid stewardship program: thank donors, show them what they made possible, and bring them closer to the organization

Create a business-like pledge payment collection program

Evaluate all outcomes: what worked, what failed, what was still undone, who was never solicited and why, who was discovered as a prospect not on original roster

Consider non-board campaign executive committee members and other campaign leaders for further assignment, e.g., board

Strengthen support system, per records, research, follow-up development (estate planned gifts, annual fund up-grade, special “mini-campaigns” for needs that emerge later); create standing capital development committee (or as sub-committee of such regular development committee) to swing into action promptly as needs arise

New Column Every Monday--"The Fundraising Guru"--August 20, 2007

Podcast “Fundraising Success”
http://www.wxelpodcasts.org/
Indispensable Nonprofit Resource

By Stephen L. Goldstein, consultant and author of 30 Days to Successful Fundraising

Attention anyone and everyone who has anything to do with nonprofits: WXEL/National Public Radio has extended launched a podcast of its highly acclaimed, weekly, one-hour program, “Fundraising Success.”

The public service for the nonprofit community is now available at http://www.wxelpodcasts.org/ at any time, from anywhere, to anyone with Internet access or its equivalent.

First, the premise of “Fundraising Success:” There are a gazillion shows and columns regurgitated advice on how for-profit businesses can succeed, but nothing—zip, zero—for nonprofits. So, the program brings together experts in communications, grant-writing, capital campaigns, PR, and other areas of interest. It’s literally the consultant team that no one nonprofit could ever afford, but which all of them need.

So, second, what’s a podcast? In the words of WXEL’s president and general manager, Jerry Carr, “It’s anytime audio—radio taken to a whole new dimension. Podcasting allows us to break the traditional barriers between stations and listeners. We’ve always had to try to second-guess our audience to determine exactly when they’d want to listen to which programming. In the case of ‘Fundraising Success,’ we now have a unique opportunity to serve its unique listenership when it’s most convenient for them to hear the program.”

“Fundraising Success” covers the proverbial waterfront. It airs weekly segments from The Chronicle of Philanthropy. In a recent interview, The Chronicle’s Peter Panepento discussed “Donor Advised Funds--Where the Money Really Is!" Another recent program opens with Andy Sernovitz, author of Word of Mouth Marketing, revealing the formulas nonprofits can follow to get the word out about them—for free.

In a weekly series spotlighting fundraising in Cyberspace, Gary Grobman, co-author of Fundraising Online: Using the Internet to Raise Serious Money for Your Nonprofit, sheds light on everything from creating an Internet fundraising strategy to researching grants online. Ellen Schulman’s recent segment on her “Board Members’ Credo” is must-listening for everyone associated with a nonprofit.

Recently, Stephen Wertheimer, senior vice president of Brakeley Briscoe and Michael Rose, president of Carolinas HealthCare Foundation, revealed "The Formula for a Capital Campaign Mega-Success." In addition, Bob Ottenhoff, president & CEO of www.Guidestar.org, talked about its continuum of free services available to nonprofits, including access to nonprofits' IRS Form 990.

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During Listeners’ Forum segments, I answer questions that have been emailed to me at trendsman@aol.com, or, sometimes, find an expert around the country to do so. One recent Q &A answered, “How can I identify large donors for whom there is so much competition?”

If you’re getting the feeling that “Fundraising Success” brings together resources you won’t find anywhere else, you’re right. It is a unique nationwide forum, through which leaders in their fields share their expertise—and nonprofits are helped to succeed.

Send your questions and comments to Stephen L. Goldstein at trendsman@aol.com.#