Campaign Components

Uniqueness of Community Campaigns

A statement I hear from most organizations is, "We are unique because…". This statement is so true because every nonprofit has its own mission and vision, leadership and culture, and pool of current and prospective donors and friends.

This axiom especially holds true for community nonprofits like hospitals and museums because, unlike a church where its members generally define its leadership and donor base, the possibility of prospective leaders and supporters can encompass the entire area that community nonprofits serve. And if you are in a community that has a vibrant philanthropic culture, the competition for campaign leaders and donors is magnified.

Two of the most common hurdles a community nonprofit faces during a campaign are securing leaders and identifying prospective donors. I propose the following measures to help overcome these issues.

The first is to fully engage your board of directors. I would suggest hosting a miniboard retreat where the case for support (your need and the plan to address it) and the campaign structure are presented, and their commitment, both in time and financially, is solidified. If your board does not agree that your needs are urgent and are not fully engaged to resolve the problem, why would the general population?

Second, I recommend that a campaign cabinet is formed rather than securing chairs. This will spread the responsibilities among many rather than a few and create an atmosphere of a team working together. Encourage your board to share names of people they know who support similar causes and ask them to assist in recruiting them. In following this approach, I suggest using the core group on top prospect cultivation and solicitations and the volunteer team that can assist with appeals to the general public.

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