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Steier Tips

Hosted Events in Capital Campaigns

Donor cultivation plays a major role in the success of any capital campaign. People give to people, thus it is important for a nonprofit’s staff to develop a relationship with those capable of providing support. Creating a connection with those donors will help determine the success of future fundraising efforts. Hosted events held periodically throughout a capital campaign are one way to cultivate prospects.

The following are a few ideas for hosted events:

     • Campaign Kickoff
       This can be an invitation-only event to announce the silent phase of the        campaign. Invitees should include Lead Gift and Advanced Gift prospects, who        have been most supportive of the organization. Since one-half to two-thirds of        the funds typically raised in a capital campaign come from these prospects, the        nurturing of those individuals, families or corporations is vital.

     • Ground Breaking
       A great way to draw attention to a campaign, featuring an addition or new        construction, is by holding a ground-breaking ceremony. Celebrate by inviting        major donors, key dignitaries and civic leaders to be part of the festivities. Give        them a hard hat and shovel and watch their pride in the organization soar. Keep        your cameras handy since these events are media friendly and help attract        broader, community-wide attention to a capital campaign.The donor evaluation        process involves research, planning and discernment before beginning the        actual solicitation process. When donor evaluation is done properly and your        request amounts challenge your donors, your organization will be well on its        way to achieving the campaign goal!

     • Small Group Gathering
       Invite a small group of major donors and prospective donors to a cocktail or        dinner party on behalf of the campaign. The campaign leadership can use this        type of intimate setting to personally visit with major donors and new friends        about the needs of the nonprofit and how the campaign will address those        needs. Brochures, architectural renderings and even campaign videos can be on        hand to further the education process.

     • Sporting or Civic Events
       Invite them to join other donors, benefactors and friends at a local sporting        or civic event. It could be as simple as a night at the local ballpark or attending        a local concert. A “wine and cheese” reception or a “beer and brats picnic”        before or after the event allows for continued cultivation.

Make sure you have the following on-hand during a hosted event:

     • Name Tags—You know your donors but it allows others to associate a face with        a name.
     • Food and Drink—Ensure you have enough food and drink for those attending.
     • Agenda—While the value of any event is the one-on-one time with donors, it is        important to have a limited (15 minutes or less) formal section. Make certain        you know your message and how best to get it across to the donors. Take        advantage of campaign leaders and allow them to personally speak on behalf of        the organization.

Example:

During a recent high school capital campaign, the development staff rented space at a local country club. At the wine and cheese event, the school introduced key campaign leaders, who provided emotional testimonials in support of the needs of the school. The event also featured the campaign video as well as brochures, which were handy as a print reference to the needs of the campaign. The donors were personally thanked for their past support and challenged to play an important role in the success of the current campaign.

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