So How Do I Make My Capital Campaign Successful?

March 31, 2017

Most of us want our efforts to be successful. In business, it might be the introduction of a new product, service or a new initiative, but the goal is to make it profitable. Sure there are always questions and mysteries surrounding something new, but the potential for future earnings make it well worth the risks.

Can Campaign Success Be Guaranteed?

That’s true in the nonprofit world as well. In fact, there is one major question that just about anyone involved in a capital campaign thinks about but rarely asks, “What can I do to guarantee campaign success?”

While there are lots of variables that make or break campaigns, most organizations want to position themselves to achieve maximum productivity. To that end, in our capital campaign consulting we have found at least 5 essentials that enhance the probability of success. They include the following:

Mission and Vision

These are essential parts of your story. Mission addresses who you are organizationally and why you exist, usually in one sentence. Vision addresses what you want to be or become. Success in fundraising demands that people understand your story and the need that flows from it. Yet simply understanding mission and vision is not enough. Your story must also be compelling in ways that move people. The case actually flows from the vision, but it needs to be articulated with a strong sense of passion.

Leadership

No doubt, strong and engaged leaders can make a big difference in campaign outcomes. Organizations that struggle are typically ones with weak or less visible boards. It’s important that every board member be involved first in giving and then in helping raise additional funds for the campaign.

In organizations with smaller or less visible boards, we typically recommend recruiting 15-20 additional people of means and influence to help as steering committee members. If the organization can’t do this, it’s unlikely that the campaign will get any traction.

Prospects

It’s important to have a sizeable prospect pool of at least 400-600 prospects or more. In the past, we’ve been approached by organizations that intended to kick off multi-million dollar campaigns. When I asked how large their database was, in every case it was less than 100. Not that you can’t have a successful campaign with a relative start-up, but you are greatly increasing the degree of difficulty. And even if you have a large database that’s no guarantee of success.

Plan

John Wooden once told me, “failing to plan is planning to fail.” You don’t raise millions of dollars without a solid plan, and that plan should be comprehensive. In other words, a campaign is not an entity unto itself. It occurs within the context of all of your operations, which must continue along with the campaign. A good campaign plan will take this into account and also provide strategies on how to incorporate and enhance public relations, annual giving, special events and more.

Action

You can have a good understanding of mission and vision with a strong case, a great leadership team, a rich prospect pool and a well-conceived plan. However, if you don’t have action you won’t be successful.

Why Campaigns Fail

As fundraising consultants we tell clients that when campaigns slow down or fail to achieve goals, it’s rarely because of a lack of prospects. Instead, it’s usually because of a lack of action by volunteers in making cultivation and solicitation visits. Remember, success requires that someone must ask someone else for financial support. Timely action on this is really an important part of success.

There they are, 5 essentials for campaigns. Do they guarantee success? No, but if you put them in place they’ll surely enhance the likelihood. For more information on campaign strategies check out our E-book “5 Sure Strategies to Make Your Capital Campaign Successful”.

“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

So How Do I Make My Capital Campaign Successful?

Add comment Cancel reply