A Non-profit Model of Fundraising Success

November 10, 2016

A Great Cause

I’m sure some of you have had great experiences with capital campaigns . I write today to tell you about one of my favorites. Recently, our company had the privilege of participating in a 5-year, $121 million campaign for 21^st Century Parks. The Parklands Project was one of the largest of its kind in America. It included the acquisition of 4,000 acres adjacent to a local tributary in Louisville.

The goal was to create a complete park system along an 11-mile stretch of Floyd’s Fork. Of course, Louisville is one of the few complete Olmsted Park systems in the country, so this project was very much in that tradition.

Participating as capital campaign consultants in a project that size was exciting enough, but the campaign was also for a virtual start up organization. Established in 2004, 21^st Century Parks was just getting started. In addition, the campaign kicked off in 2008, one of the worst fundraising periods in modern history. So what was so unique about this effort? Simply stated, everything! However, a few things stand out:

Success Begins with Leadership

First, success started with the founder and CEO, Dan Jones. He took his life in an entirely different direction to achieve this vision. A PhD in history, Dan had been a well-regarded member of the University of Louisville faculty. However, he went back to Yale, his alma mater, and he pursued anther degree in forest science. Shortly after graduation, he founded 21^st Century Parks.

While Dan had little experience in fundraising, by the time the campaign concluded he was a fundraising veteran. He was a committed student of fundraising and quite teachable, but he also had great instincts and was willing to go anywhere at any time to share the vision. He literally made hundreds of presentations to just about anyone who would listen.

Success Requires Personal Involvement

Second, the volunteer leadership was superb. The campaign was chaired by David Jones Sr.,the retired founder of the Humana Corporation. Not only did he make a significant financial commitment himself, he also wasn’t the least bit reluctant to make major gift solicitation visits. In addition, he personally recruited 5 co-chairs and was also involved in recruiting the additional 40 volunteers who served on the steering committee.

Success Requires a Great Team

Third, the makeup of volunteers also contributed to campaign success. Certainly we had quite a few CEOs and business owners on the committee, but we also had people who represented diverse neighborhoods in the city. Some volunteers hosted receptions for friends and peers, while others made solicitation calls both to individuals and businesses. In fact, they hosted some 50 separate receptions, and the CEO spoke at every one of them. It was truly a community effort and when it was over nearly 1,000 donors had responded.

Finally, during the early planning phase of the campaign we did a search and found a top-notch development officer, and she kept things moving and on task. In fact, she had to take maternity leave in the middle of the campaign, but by then it was so well organized, that her temporary replacement easily picked up where the development director left off and supported the campaign without missing a beat. The success of the 21^st Century Parks campaign shows what can happen when a team of passionate, engaged people commit to a cause and vow to keep working until the goal has been exceeded.

“I really support The Covenant Group’s strategic planning process because their approach encourages staff-based support with board buy-in, and I felt that was important given what we were trying to achieve. The outcome is an effective plan that builds consensus and provides a clear sense of direction.”
- Jennifer Scott, Director of Development - The Cabbage Patch Settlement House

“The Covenant Group is highly competent, very experienced and knowledgeable. They provided a broad perspective by equipping us with useful data…and best practices in the field. All in all, they are excellent.”
- Dan Jones, CEO - 21st Century Parks

“The campaign has truly been a miracle. People were committed from the beginning, but…even raising $650,000 seemed like a stretch. To nearly double that amount is incredible! When the plan they developed allows you to hit a goal like that, it builds such a sense of community. The momentum built by the campaign is spilling outside the walls of our church and benefiting others in the process.”
-Father John Hollowell - Annunciation of the Blessed Virgin Mary Catholic Church

“For those of us who don’t do this everyday, The Covenant Group instilled confidence in us. They helped us get through the fear and apprehension by providing us with a process, training and motivation. They taught us and helped us plan in a way that was for the better. We have built lasting relationships with donors and we will continue to steward these relationships long into the future.”
- Sue Finke, Director of Institutional Advancement - Covington Catholic High School

“No one anticipated we could raise this amount. Even the Archdiocese is surprised. The funds raised represent about 15 times our annual giving. But it’s not just the financial results. People stand around talking more than they did before the campaign. There is also a renewed and energized spirit among the parishioners. It’s the most exciting thing to happen in our parish in the last 100 years.”
- Gary Libs, Campaign Co-Chair - St. Mary of the Knobs Catholic Church

“The Covenant Group’s process involved a lot of people in our congregation doing small tasks … that built ownership. They took our vision and put it into a concrete plan. They helped us understand the importance of making our vision clear and laid out the steps to make the vision a reality. Their process built consensus and showed people how they could help. Their methods are based on a solid theological foundation that includes key documents, prayer support, and requisite training … all of which were invaluable.”
- Daniel Montgomery, Pastor - Sojourn Community Church

“Everything The Covenant Group did to help us…in the initial stages was helpful…the development of the case statement; our materials; the training of our Board members; strategies; all these steps laid the foundation for eventual success. They brought such a high level of professionalism, a wealth of experience and a strong track record of integrity and success… just being associated with The Covenant Group helped us.”
- Nancy Doctor, Development Director - Wellspring

“The structure The Covenant Group provided was excellent. It allowed our members to use their God-given talents to benefit the church community They helped us develop a plan and identify key leadership candidates to chair the effort, as well as engaging between 80 to 100 people to carry out the work of the campaign. It was truly a whole congregation effort and The Covenant Group helped facilitate that. They helped us reach our full potential as a congregation.”
- Ron Poisel, Pastor - Christ Lutheran Church

A Non-profit Model of Fundraising Success

Add comment Cancel reply