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Best  Foot  Forward:

Avoiding  Common

Capital  Campaign  Mistakes  
!
Brent  A.  Hafele,  M.A.  

NewDay  Nonprofit  Sol...
Your  Presenter
Brent  A.  Hafele,  M.A.  

NewDay  Nonprofit  Solutions  
!
Through  his  consulting  practice,  
NewDay ...
A Time to Plant:

Preparing for Your Capital Campaign
Agenda
Defining  Capital  Campaigns
Four  Common  Mistakes  (and  how  to  fix  them)
Lots  of  Questions  and  Answers
A ...
What is a
Capital Campaign?
!vs.  !
                      -­‐  Bob  Duncan
What is a
Capital
Campaign?
1. Intensive,  highly  
coordinated  
fundraising  effort  
2. Large  goal  (typically  
3-­‐1...
Capital Campaign Goals
• Larger  facility
• Add  onto  or  remodel  current  facility
• Additional  locations
• Expansion ...
Capital Campaign Goals
• Larger  facility
• Add  onto  or  remodel  current  facility
• Additional  locations
• Expansion ...
               1,000
donors give
$1,000.
Mistake #1: Expecting Uniform Gifts
Not                1,000
donors give
$1,000.
Mistake #1: Expecting Uniform Gifts
Donor Pyramid
Donor Pyramid
!
Lead
Major
Middle
Regular Donors
Universe
Donor Pyramid
Donor Pyramid
  
  
  
  
$
Raising $1.1 Million
Raising $1.1 Million
Cumulative
#  Gifts Range  + Prospects $  in  Range Dollars Percent
1 $150,000 3 $150,000 $150,000 14...
Raising $1.1 Million
Cumulative
#  Gifts Range  + Prospects $  in  Range Dollars Percent
1 $150,000 3 $150,000 $150,000 14...
Raising $1.1 Million
Cumulative
#  Gifts Range  + Prospects $  in  Range Dollars Percent
1 $150,000 3 $150,000 $150,000 14...
Raising $1.1 Million
Cumulative
#  Gifts Range  + Prospects $  in  Range Dollars Percent
1 $150,000 3 $150,000 $150,000 14...
Raising $1.1 Million
Cumulative
#  Gifts Range  + Prospects $  in  Range Dollars Percent
1 $150,000 3 $150,000 $150,000 14...
Mistake #2: 

Skipping the Study
Mistake #2: Skipping the Study
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
b) Assess  Capacity    ➔ Can  it  be  funded?    Fro...
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
b) Assess  Capacity    ➔ Can  it  be  funded?    Fro...
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
b) Assess  Capacity    ➔ Can  it  be  funded?    Fro...
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
b) Assess  Capacity    ➔ Can  it  be  funded?    Fro...
Mistake #2: Skipping the Study
a) Test  Case    ➔ Is  it  compelling?
b) Assess  Capacity    ➔ Can  it  be  funded?    Fro...
Mistake #3: “Going Public” Too Soon
Mistake #3: “Going Public” Too Soon
Help Us
Reach Our
Goal!
$500,000
$1,000,000
$1,500,000
$2,000,000
Campaign Phases
Campaign Phases
Pre-Planning
Campaign Phases
Planning
Pre-Planning
Campaign Phases
Quiet Phase
Planning
Pre-Planning
Campaign Phases
Public Phase
Quiet Phase
Planning
Pre-Planning
Campaign Phases
Public Phase
Quiet Phase
Planning
Pre-Planning
Go  Public
Celebration
Campaign Phases
Public Phase
Quiet Phase
Planning
Pre-Planning
Go  Public
Mistake #4: Launching Prematurely
Campaign  Cycle
Growth Cycle © 2014 NDNS
Mistake #4: Launching Prematurely
Campaign  Cycle Growth  Cycle
Growth Cycle © 2014 NDNS
Mistake #4: Launching Prematurely
newdaynonprofit.com
Mistake #4: Launching Prematurely
• Strategic  Planning
newdaynonprofit.com
Mistake #4: Launching Prematurely
• Strategic  Planning
• Fundraising
newdaynonprofit.com
Mistake #4: Launching Prematurely
• Strategic  Planning
• Fundraising
• Staffing
newdaynonprofit.com
Mistake #4: Launching Prematurely
• Strategic  Planning
• Fundraising
• Staffing
• Board  Development
newdaynonprofit.com
Mistake #4: Launching Prematurely
• Strategic  Planning
• Fundraising
• Staffing
• Board  Development
• Project
newdaynonp...
Mistake #4: Launching Prematurely
• Strategic  Planning
• Fundraising
• Staffing
• Board  Development
• Project
• Counsel
...
Book Recommendation
Capital  Campaigns:
Strategies  that  Work
!
By  Andrea  Kihlstedt
Questions?
Free Campaign Check-up
Bring  your  questions
• Planning,  Campaigning,  or  Post
• Growth  Cycle
!
brent@newdaynonprofit....
!
!
!
Upcoming  Topics:  
!
Winning  Strategies  for  Nonprofit  Compliance  
!
Donor  Thank  You  Videos,  Infographics, ...
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Avoiding Common Capital Campaign Mistakes

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With the economy improving, more nonprofits are launching capital campaigns to reach more people. Sadly, many campaigns stall from a few common mistakes. Brent A. Hafele, M.A. will show you how to avoid these mistakes and make your fundraising campaign a great success.

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Avoiding Common Capital Campaign Mistakes

  1. 1. Best  Foot  Forward:
 Avoiding  Common
 Capital  Campaign  Mistakes   ! Brent  A.  Hafele,  M.A.  
 NewDay  Nonprofit  Solutions   ! 4/24/14   1pm  EDT
  2. 2. Your  Presenter Brent  A.  Hafele,  M.A.  
 NewDay  Nonprofit  Solutions   ! Through  his  consulting  practice,   NewDay  Nonprofit  Solutions,  he   provides  counsel  on  a  variety  of   nonprofit  leadership  areas  including   capital  campaigns,  general   fundraising,  strategic  planning,   board/governance  relations,  and   vibrancy  planning.   ! Master  of  Arts  degree  in   Philanthropy  and  Development  from   Saint  Mary’s  University  of  Minnesota. 3
  3. 3. A Time to Plant:
 Preparing for Your Capital Campaign
  4. 4. Agenda Defining  Capital  Campaigns Four  Common  Mistakes  (and  how  to  fix  them) Lots  of  Questions  and  Answers A Time to Plant:
 Preparing for Your Capital Campaign
  5. 5. What is a Capital Campaign? !vs.  !                      -­‐  Bob  Duncan
  6. 6. What is a Capital Campaign? 1. Intensive,  highly   coordinated   fundraising  effort   2. Large  goal  (typically   3-­‐10x  annual   income)   3. Defined  period  of   time
  7. 7. Capital Campaign Goals • Larger  facility • Add  onto  or  remodel  current  facility • Additional  locations • Expansion  of  programs • Upgrade  equipment • Endowment  and  reserve
  8. 8. Capital Campaign Goals • Larger  facility • Add  onto  or  remodel  current  facility • Additional  locations • Expansion  of  programs • Upgrade  equipment • Endowment  and  reserve -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ Provide better services to more.
  9. 9.                1,000 donors give $1,000. Mistake #1: Expecting Uniform Gifts
  10. 10. Not                1,000 donors give $1,000. Mistake #1: Expecting Uniform Gifts
  11. 11. Donor Pyramid
  12. 12. Donor Pyramid ! Lead Major Middle Regular Donors Universe
  13. 13. Donor Pyramid
  14. 14. Donor Pyramid         $
  15. 15. Raising $1.1 Million
  16. 16. Raising $1.1 Million Cumulative #  Gifts Range  + Prospects $  in  Range Dollars Percent 1 $150,000 3 $150,000 $150,000 14% 2 $75,000 6 $150,000 $300,000 27% 2 $50,000 6 $100,000 $400,000 36% 4 $25,000 12 $100,000 $500,000 45% 7 $20,000 28 $140,000 $640,000 58% 15 $10,000 60 $150,000 $790,000 72% 20 $5,000 80 $100,000 $890,000 81% 45 $2,500 180 $112,500 $1,002,500 91% 65 $1,000 260 $65,000 $1,067,500 97% 150 $250 600 $37,500 $1,105,000 100% Many $100 Many $30,000 $1,135,000 103%
  17. 17. Raising $1.1 Million Cumulative #  Gifts Range  + Prospects $  in  Range Dollars Percent 1 $150,000 3 $150,000 $150,000 14% 2 $75,000 6 $150,000 $300,000 27% 2 $50,000 6 $100,000 $400,000 36% 4 $25,000 12 $100,000 $500,000 45% 7 $20,000 28 $140,000 $640,000 58% 15 $10,000 60 $150,000 $790,000 72% 20 $5,000 80 $100,000 $890,000 81% 45 $2,500 180 $112,500 $1,002,500 91% 65 $1,000 260 $65,000 $1,067,500 97% 150 $250 600 $37,500 $1,105,000 100% Many $100 Many $30,000 $1,135,000 103%
  18. 18. Raising $1.1 Million Cumulative #  Gifts Range  + Prospects $  in  Range Dollars Percent 1 $150,000 3 $150,000 $150,000 14% 2 $75,000 6 $150,000 $300,000 27% 2 $50,000 6 $100,000 $400,000 36% 4 $25,000 12 $100,000 $500,000 45% 7 $20,000 28 $140,000 $640,000 58% 15 $10,000 60 $150,000 $790,000 72% 20 $5,000 80 $100,000 $890,000 81% 45 $2,500 180 $112,500 $1,002,500 91% 65 $1,000 260 $65,000 $1,067,500 97% 150 $250 600 $37,500 $1,105,000 100% Many $100 Many $30,000 $1,135,000 103%
  19. 19. Raising $1.1 Million Cumulative #  Gifts Range  + Prospects $  in  Range Dollars Percent 1 $150,000 3 $150,000 $150,000 14% 2 $75,000 6 $150,000 $300,000 27% 2 $50,000 6 $100,000 $400,000 36% 4 $25,000 12 $100,000 $500,000 45% 7 $20,000 28 $140,000 $640,000 58% 15 $10,000 60 $150,000 $790,000 72% 20 $5,000 80 $100,000 $890,000 81% 45 $2,500 180 $112,500 $1,002,500 91% 65 $1,000 260 $65,000 $1,067,500 97% 150 $250 600 $37,500 $1,105,000 100% Many $100 Many $30,000 $1,135,000 103%
  20. 20. Raising $1.1 Million Cumulative #  Gifts Range  + Prospects $  in  Range Dollars Percent 1 $150,000 3 $150,000 $150,000 14% 2 $75,000 6 $150,000 $300,000 27% 2 $50,000 6 $100,000 $400,000 36% 4 $25,000 12 $100,000 $500,000 45% 7 $20,000 28 $140,000 $640,000 58% 15 $10,000 60 $150,000 $790,000 72% 20 $5,000 80 $100,000 $890,000 81% 45 $2,500 180 $112,500 $1,002,500 91% 65 $1,000 260 $65,000 $1,067,500 97% 150 $250 600 $37,500 $1,105,000 100% Many $100 Many $30,000 $1,135,000 103%
  21. 21. Mistake #2: 
 Skipping the Study
  22. 22. Mistake #2: Skipping the Study
  23. 23. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling?
  24. 24. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling? b) Assess  Capacity    ➔ Can  it  be  funded?    From  where?
  25. 25. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling? b) Assess  Capacity    ➔ Can  it  be  funded?    From  where? c) Identify  Leadership    ➔ Who  will  raise  it?
  26. 26. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling? b) Assess  Capacity    ➔ Can  it  be  funded?    From  where? c) Identify  Leadership    ➔ Who  will  raise  it? d) Evaluate  Readiness    ➔ Can  the  Org  handle  it?
  27. 27. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling? b) Assess  Capacity    ➔ Can  it  be  funded?    From  where? c) Identify  Leadership    ➔ Who  will  raise  it? d) Evaluate  Readiness    ➔ Can  the  Org  handle  it? Plan  for  Success  (strategy,  timing,  budget,  etc.)
  28. 28. Mistake #2: Skipping the Study a) Test  Case    ➔ Is  it  compelling? b) Assess  Capacity    ➔ Can  it  be  funded?    From  where? c) Identify  Leadership    ➔ Who  will  raise  it? d) Evaluate  Readiness    ➔ Can  the  Org  handle  it? Plan  for  Success  (strategy,  timing,  budget,  etc.) Prepares Donors and Leadership
  29. 29. Mistake #3: “Going Public” Too Soon
  30. 30. Mistake #3: “Going Public” Too Soon Help Us Reach Our Goal! $500,000 $1,000,000 $1,500,000 $2,000,000
  31. 31. Campaign Phases
  32. 32. Campaign Phases Pre-Planning
  33. 33. Campaign Phases Planning Pre-Planning
  34. 34. Campaign Phases Quiet Phase Planning Pre-Planning
  35. 35. Campaign Phases Public Phase Quiet Phase Planning Pre-Planning
  36. 36. Campaign Phases Public Phase Quiet Phase Planning Pre-Planning Go  Public
  37. 37. Celebration Campaign Phases Public Phase Quiet Phase Planning Pre-Planning Go  Public
  38. 38. Mistake #4: Launching Prematurely Campaign  Cycle Growth Cycle © 2014 NDNS
  39. 39. Mistake #4: Launching Prematurely Campaign  Cycle Growth  Cycle Growth Cycle © 2014 NDNS
  40. 40. Mistake #4: Launching Prematurely newdaynonprofit.com
  41. 41. Mistake #4: Launching Prematurely • Strategic  Planning newdaynonprofit.com
  42. 42. Mistake #4: Launching Prematurely • Strategic  Planning • Fundraising newdaynonprofit.com
  43. 43. Mistake #4: Launching Prematurely • Strategic  Planning • Fundraising • Staffing newdaynonprofit.com
  44. 44. Mistake #4: Launching Prematurely • Strategic  Planning • Fundraising • Staffing • Board  Development newdaynonprofit.com
  45. 45. Mistake #4: Launching Prematurely • Strategic  Planning • Fundraising • Staffing • Board  Development • Project newdaynonprofit.com
  46. 46. Mistake #4: Launching Prematurely • Strategic  Planning • Fundraising • Staffing • Board  Development • Project • Counsel newdaynonprofit.com
  47. 47. Book Recommendation Capital  Campaigns: Strategies  that  Work ! By  Andrea  Kihlstedt
  48. 48. Questions?
  49. 49. Free Campaign Check-up Bring  your  questions • Planning,  Campaigning,  or  Post • Growth  Cycle ! brent@newdaynonprofit.com !
  50. 50. ! ! ! Upcoming  Topics:   ! Winning  Strategies  for  Nonprofit  Compliance   ! Donor  Thank  You  Videos,  Infographics,  and   Other  Fun  Ways  to  Say  Thanks   ! Getting  Your  Board  To  Fundraise https://bloomerang.co/resources/webinars

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