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Steier Tips

"Three and Out":
How to Avoid "Striking Out" During Your Capital Campaign

Often times, I am asked the question, "When should my group begin a capital campaign?" I usually respond by stating that the best time to embark upon a campaign is when there are clearly identified goals and people willing to support them. There are three rules of thumb, however, that need to be addressed before beginning the highly labor-intensive exercise of capital campaigning.

1. Prepare for success   In every campaign, there is always an individual or group of people who are so excited that they want people to start writing checks yesterday. Just as a capital campaign is one act in a comprehensive development program, soliciting donors is also just one step in the campaign sequence. Would your organization rather have $100 today or $1,000 tomorrow? Take the time needed to identify and evaluate donors properly. Understand that the message delivered will only be as powerful as its ssender, and recruit leaders and volunteers accordingly. Craft your messages appropriately for the various audiences within your constituency. This is not a sprint; it's a marathon. And if your group can remember to be very deliberate in its campaign planning, probability for success will be that much greater.

2. Hire consultants, not magicians   If your organization feels that a campaign consultant is needed to assist the process, let them assist—not assume—total responsibility. The value of a professional consultant lies in their ability to outline and implement a campaign plan or strategy, organize, motivate and support volunteers, moderate training sessions and meetings, and assess fundraising potential. Although a good consultant can assist with the actual solicitation process, it is never a good idea to hand that responsibility over entirely. If there has been one common thread among the successful campaigns I have witnessed, it is that those groups have taken ownership of their goals and mission, and have understood the necessity of personally communicating their story. Just hiring outside counsel will not guarantee a successful campaign. Working together with a campaign consultant with a clear understanding of roles can, however, make the difference.

3. A multi-year campaign should mean just that    Sometimes a group will be conducting a three- or five-year campaign, reach its goal by the end of the formal solicitation process, and then spend the next few years sending pledge reminders and collecting gifts. This is an extremely common mistake made in campaign efforts. When this happens, several devastating messages are being sent to your constituency. Are you assuming new prospects do not want to take part in this effort? Are past donors to assume the sole burden of funding this campaign as well as any future ones? A three- or five-year effort is just that. So make sure part of your campaign preparation includes a strategy for continuing the solicitation effort after the formal phase has concluded. Organizations have the opportunity to conduct two or three campaigns every 20 years. These efforts provide significant opportunities to increase the investment of current supporters and grow your donor base by attracting new contributors. Don't be short-sighted and let this opportunity pass you by.

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