Agenda:
The Path of a Capital Campaign
n Capital Campaigning Overview
n Developing
n Planning
n Asking
n Thanking
HSUS: An...
What is a Capital Campaign?
Definition by Kent E. Dove
Conducting a Successful Capital Campaign

an organized, intensive f...
What is a Capital Campaign?
A Campaign to raise the necessary
funds to:

- Build Buildings
- Begin or Expand Programs
- Bu...
Are you ready for a Campaign
The Right Infrastructure:
n Staffing of the Organization
n Office Systems & Database Software...
Are you ready for a Campaign
The Right Infrastructure:
n Board
n Volunteers
n Donors

LEADERSHIP, TRUST, TRANSPARECY
HSUS:...
The Planning Study
Internal Assessment:
n Development Program

Evaluation

HSUS: Animal Care Expo 2013

6
The Planning Study
External Assessment: The Feasibility Study
n 50 Intensive research interviews
n Best leadership prospec...
Developing your Case for Support
Tells your story

Prepares your prospects!
n Mission
n Vision
n History

n Current Progra...
Campaign Phases
Provides the Roadmap of how we are
going to accomplish our goals:
n Strategies
n Communications
n Leadersh...
The Campaign Plan
Structuring your Campaign:
n Planning phase. The strategy, case for support, and campaign materials

are...
The Campaign Plan
n How?

How long?

n Leadership development

5 yrs

n Strategic plan

2 yrs

n Prospecting / feasibility...
The Campaign Budget
n The Project Budget
n The budget for the building
n The Campaign Budget
n Personnel
n Professional Se...
Gift Pyramid: $9,000,000 Campaign

Gift Range

Prospects
Needed

Gifts Needed

Amount

$1,000,000

5

1

$1,000,000

$500,...
Identifying & Cultivating Donors
n 80% of all contributions come from individuals
n Most capital campaign donors will be t...
Raising funds from the top down
and inside out
The largest gifts first!

Know
Well

Know
Least

HSUS: Animal Care Expo 201...
Nucleus Fund/ Leadership Phase
n Nucleus fund: Top 10 to 20 gifts

Multi-million, million dollar gifts
n Campaign leaders ...
Making the Ask
n Right Person asks Right Person
n Right Time
n Right Way
n Right Amount

HSUS: Animal Care Expo 2013

17
10 Tips to Winning
Transformational Gifts
1.

Show your passion

2.

Be a cheap date

3.

Time is money

4.

Show you re w...
10 Tips to Winning
Transformational Gifts
6. Think big
7. Nail your target
8. Schmooze hard... but don t oversell
9. Be ri...
Public Phase
§ Many, many five-figure gifts
§ Corporate Partners
§ Vendors
§ Adopters
§ entire community!
n Dual ask: annu...
Managing Annual Major Giving
during a Capital Campaign
n CAMPAIGNS: one-time investment helps to propel

organization to n...
Major Donors
Identification
Identification

Investment
Investment

Information
Information
Prospect
Prospect
Engagement
En...
Campaign Events & PR
CAMPAIGN EVENTS
n Cultivation breakfasts,
luncheons, dinners,
cocktails parties

CAMPAIGN PR
n Create...
Recognition & Stewardship
Good Stewardship
The last step in the first gift
and the first step in the next gift.
*Always re...
Life After the Campaign
n Debrief
n Enhance

HSUS: Animal Care Expo 2013

25
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The path of a capital campaign linenfelser1

  1. 1. Agenda: The Path of a Capital Campaign n Capital Campaigning Overview n Developing n Planning n Asking n Thanking HSUS: Animal Care Expo 2013 1
  2. 2. What is a Capital Campaign? Definition by Kent E. Dove Conducting a Successful Capital Campaign an organized, intensive fundraising effort on the part of an organization to secure extraordinary gifts and pledges for a specific purpose or purposes during a specified period of time. HSUS: Animal Care Expo 2013 2
  3. 3. What is a Capital Campaign? A Campaign to raise the necessary funds to: - Build Buildings - Begin or Expand Programs - Buy Technology or Equipment - Create or Grow Endowment HSUS: Animal Care Expo 2013 3
  4. 4. Are you ready for a Campaign The Right Infrastructure: n Staffing of the Organization n Office Systems & Database Software n Gift Acceptance Policies HSUS: Animal Care Expo 2013 4
  5. 5. Are you ready for a Campaign The Right Infrastructure: n Board n Volunteers n Donors LEADERSHIP, TRUST, TRANSPARECY HSUS: Animal Care Expo 2013 5
  6. 6. The Planning Study Internal Assessment: n Development Program Evaluation HSUS: Animal Care Expo 2013 6
  7. 7. The Planning Study External Assessment: The Feasibility Study n 50 Intensive research interviews n Best leadership prospects n n Capacity to give Or to influence gift / grant n Ask advice / opinion n n n Produces n Campaign goal and timeline n Leaders n Top donors Value of vision? Dollar goal possible? What would it take? n Research what would you give? n Case messages n Sector goals n Plan n Who should lead? HSUS: Animal Care Expo 2013 7
  8. 8. Developing your Case for Support Tells your story Prepares your prospects! n Mission n Vision n History n Current Programs and Services n List of Board and Staff n Financial Information n Needs for Future Growth n Plan for Addressing These Needs n Opportunities for Donors to Participate in Vision HSUS: Animal Care Expo 2013 8
  9. 9. Campaign Phases Provides the Roadmap of how we are going to accomplish our goals: n Strategies n Communications n Leadership Chair and Volunteer Committee n Volunteer Management & Engagement n Phases & Timetables HSUS: Animal Care Expo 2013 9
  10. 10. The Campaign Plan Structuring your Campaign: n Planning phase. The strategy, case for support, and campaign materials are developed; n Quiet phase. A large percentage of the target is raised through lead gifts; n Public phase. The campaign is officially launched and lower level and community gifts are sought; n Conclusion phase. The campaign is completed and evaluated **Campaign should not exceed seven years. HSUS: Animal Care Expo 2013 10
  11. 11. The Campaign Plan n How? How long? n Leadership development 5 yrs n Strategic plan 2 yrs n Prospecting / feasibility study 1 yr n Nucleus fund / leadership gifts 2 yrs* n Public phase 1 ½ yrs* HSUS: Animal Care Expo 2013 11
  12. 12. The Campaign Budget n The Project Budget n The budget for the building n The Campaign Budget n Personnel n Professional Services n Marketing Materials n Donor Recognition n Campaign Events n Support Systems HSUS: Animal Care Expo 2013 12
  13. 13. Gift Pyramid: $9,000,000 Campaign Gift Range Prospects Needed Gifts Needed Amount $1,000,000 5 1 $1,000,000 $500,000 12 5 $2,500,000 $250,000 15 3 $750,000 $100,000 30 12 $1,200,000 $50,000 100 20 $1,000,000 $10,000 150 60 $600,000 $5,000 MANY! 125 $625,000 $1,000 MANY! 200 $200,000 $500 MANY! 1,250 $625,000 $1-$499 MANY! MANY! $500,000 HSUS: Animal Care Expo 2013 13
  14. 14. Identifying & Cultivating Donors n 80% of all contributions come from individuals n Most capital campaign donors will be those that already support organization n Donor Base: n 100% Board Commitment n Top 10% of organization s donors n Major donors/Most loyal organization donors n Corporate Partners n Vendors n Other prospects identified by Campaign Committee HSUS: Animal Care Expo 2013 14
  15. 15. Raising funds from the top down and inside out The largest gifts first! Know Well Know Least HSUS: Animal Care Expo 2013 15
  16. 16. Nucleus Fund/ Leadership Phase n Nucleus fund: Top 10 to 20 gifts Multi-million, million dollar gifts n Campaign leaders / volunteers n n Leadership phase Seven-figures first... then high sixes n Some five-figure gifts n All personal solicitations n n 75% to 80% of goal HSUS: Animal Care Expo 2013 16
  17. 17. Making the Ask n Right Person asks Right Person n Right Time n Right Way n Right Amount HSUS: Animal Care Expo 2013 17
  18. 18. 10 Tips to Winning Transformational Gifts 1. Show your passion 2. Be a cheap date 3. Time is money 4. Show you re worth it 5. Build a great team HSUS: Animal Care Expo 2013 18
  19. 19. 10 Tips to Winning Transformational Gifts 6. Think big 7. Nail your target 8. Schmooze hard... but don t oversell 9. Be right on the money HSUS: Animal Care Expo 2013 19
  20. 20. Public Phase § Many, many five-figure gifts § Corporate Partners § Vendors § Adopters § entire community! n Dual ask: annual + campaign n Staff-driven... events, calls, mail HSUS: Animal Care Expo 2013 20
  21. 21. Managing Annual Major Giving during a Capital Campaign n CAMPAIGNS: one-time investment helps to propel organization to new level n ANNUAL GIVING: on-going support helps to ensure mission carries forward in to future n Campaign and Annual Gift solicitations should always be coordinated n Campaigns do not cannabilize Annual Giving programs n Campaigns can and will grow your Annual Giving program n Capital Campaigns are more cost efficient than Annual Giving programs HSUS: Animal Care Expo 2013 21
  22. 22. Major Donors Identification Identification Investment Investment Information Information Prospect Prospect Engagement Engagement Cycle Cycle Involvement Involvement Interest Interest HSUS: Animal Care Expo 2013 22
  23. 23. Campaign Events & PR CAMPAIGN EVENTS n Cultivation breakfasts, luncheons, dinners, cocktails parties CAMPAIGN PR n Create excitement for 35 years n Kickoff event n Bring home the big ideas n Groundbreaking event n Ribbon cutting/Open n Build trust, transparency house HSUS: Animal Care Expo 2013 23
  24. 24. Recognition & Stewardship Good Stewardship The last step in the first gift and the first step in the next gift. *Always remember: the Donor s best interest are always the primary consideration. HSUS: Animal Care Expo 2013 24
  25. 25. Life After the Campaign n Debrief n Enhance HSUS: Animal Care Expo 2013 25

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