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Why Some Campaigns Succeed And Why Some Fail

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Review what makes one campaign successful while others fail.

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Why Some Campaigns Succeed And Why Some Fail

  1. 1. Dana R. Todsen, ACFRE President Todsen & Associates, LLC Why Some Campaigns Succeed and Why Some Fail
  2. 2. <ul><li>Why Campaigns Succeed: </li></ul><ul><li>Vision </li></ul><ul><li>Case for Support </li></ul><ul><li>Large Gift Prospects </li></ul><ul><li>Detailed Campaign Plan </li></ul>Why Some Campaigns Succeed and Why Some Fail
  3. 3. <ul><li>Why Campaigns Succeed: </li></ul><ul><li>Feasibility Study </li></ul><ul><li>Leadership: </li></ul><ul><ul><li>Campaign Volunteers </li></ul></ul><ul><ul><li>Board Members </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><li>Assessment of Campaign Timing </li></ul>Why Some Campaigns Succeed and Why Some Fail
  4. 4. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>CDO has been on the staff for a minimum of 24 months. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  5. 5. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>Your board is up to the full complement of membership which is allowable in your by-laws. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  6. 6. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>Board attendance during the past 18 months has averaged 80% or more. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  7. 7. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>There is whole-hearted agreement between the staff and board regarding the worthwhileness of the project, and they are willing to work together to bring the project to fruition. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  8. 8. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The project meets a valid need. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  9. 9. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The case for the program has emotional and dramatic appeal. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  10. 10. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The organization has successfully raised its objective in its annual support campaign in the past two years. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  11. 11. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The organization has a challenging annual dollar objective in its annual campaign which forces it to stand on tiptoes to achieve its objectives. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  12. 12. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>In the past two years, you have operated within a balanced budget. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  13. 13. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>You have prepared a carefully developed pro forma budget and have project that when the facility is completed, the project will generate sufficient income to make is self-supporting. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  14. 14. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>A general rule of thumb is that you will be able to raise ten to fifteen times the funds in a capital campaign that you have been raising annually. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  15. 15. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The board and staff have individually committed in an open meeting, with full discussion and verbal voting, their dedication to give and work sacrificially. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  16. 16. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The board is able to give individually (and corporately if it is personally or family-held company) 10% of the campaign objective. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  17. 17. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>You are able to determine or identify the 20 major gifts that will produce 40% of your objective. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  18. 18. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>You have identified and listed the 200 sources that are most likely to provide the largest gifts for your program. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  19. 19. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>During the past 12 months, you have maintained a written plan to actively cultivate your top 200 sources, and you have made a significant contact with each at least twice during the year. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  20. 20. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>On your board, you have a person of sufficient strength, stature, influence, and affluence that he or she will be a desirable candidate to head your campaign. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  21. 21. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>You are able to identify someone of sufficient strength, stature, influence, and affluence who you feel will accept the chairmanship of your campaign program. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  22. 22. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>You will be able to recruit sufficient volunteers to mount a successful campaign effort. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  23. 23. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>There should be no campaigns in your service area being planned for the same period which will cause a serious conflict. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  24. 24. <ul><li>ASSESSMENT OF CAMPAIGN TIMING </li></ul><ul><li>The organization must have the ability to manage donor information. </li></ul>Why Some Campaigns Succeed and Why Some Fail
  25. 25. <ul><li>Why Campaigns Fail: </li></ul><ul><li>Unrealistic Expectations </li></ul><ul><ul><li>Money will roll in if we give them an address </li></ul></ul><ul><li>Inadequate Preparation </li></ul><ul><ul><li>Failure to Honor the Process </li></ul></ul><ul><ul><li>Planning is EVERYTHING </li></ul></ul><ul><li>Lack of Leadership Commitment </li></ul>Why Some Campaigns Succeed and Why Some Fail
  26. 26. <ul><li>Why Campaigns Fail: </li></ul><ul><li>Wishful Thinking </li></ul><ul><ul><li>Good Early Response – Now Just sit Back </li></ul></ul><ul><li>It Can’t Be Done </li></ul><ul><li>Loss of Momentum </li></ul><ul><li>FAILURE TO ASK </li></ul>Why Some Campaigns Succeed and Why Some Fail
  27. 27. Why Some Campaigns Succeed and Why Some Fail

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