How to Get Ready for a How to Get Ready for a

Capital CampaignCapital Campaign

Kate Roosevelt, CFRE, Vice President

Barbara Maduell, CFRE, Senior Consultant

The Collins Group

PNAIS Institutional Leadership Conference

October 26, 2008

A Capital Campaign…A Capital Campaign…

• Accomplishes more than just raising money and

• Is fueled by purpose and passion

Benefits Beyond the ProjectBenefits Beyond the Project

• Transform your school• Raise the bar for volunteers and staff• Enhance philanthropic culture• Expand annual fund• Reconnect with alumni and alumni families• Pride and legacy

A Definition that Will Serve You WellA Definition that Will Serve You Well

Capital Campaigns = Capitalization of community values through your program

Campaigns Are Not for the Faint of Heart. Campaigns Are Not for the Faint of Heart. Do You Really Need To Do It?Do You Really Need To Do It?

“YES!”… if:

• Mission depends on it

• The “new future” is sustainable

• Board members will set the pace in giving (20% of the goal)

• Passionate school leadership makes a campaign their top priority

Five Keys to a Successful CampaignFive Keys to a Successful Campaign

Clear plans that meet urgent needs with specific outcomes

Identifiable donor prospects from the inside out

Professional leadership and buy-in from the top down

Experienced, supported fundraising staff

On the Other Hand…Potential Land On the Other Hand…Potential Land MinesMines

School community doesn’t embrace plansLimited due diligence – surprises as you get into the

project and budget creepLack of confidence in leadershipLimited trust and development of “insiders” and

“outsiders” Lack of volunteer leaders willing and able to lead

Land Mines, ContinuedLand Mines, Continued

Too few donor prospects willing to make stretch gifts

Inexperienced, stretched fundraising staff

Aggressive goal not supported by research

Poor campaign plan

Unexpected surprises

The Role of the Board of Trustees, Part IThe Role of the Board of Trustees, Part I

The board as a whole:

• Ethical Stewardship

• Resource Management

• Quality Control

• Fiscal Oversight

The Role of the Board of Trustees, Part IIThe Role of the Board of Trustees, Part II

Personal roles:

• Personal investment• Connect the school• Advocacy• Get Involved• Guide fellow donors

The Board’s Bottom LineThe Board’s Bottom Line

• Campaign Committee and staff run the “day-to-day”

• Board is legally responsible for the future of the school and its fiscal integrity

• This board will go down in history as providing the leadership to move the school forward to a new level of excellence

The Role of the Head of SchoolThe Role of the Head of School

• The bottom line: • Set the course – vision, strategic objectives• Allocate necessary resources• Inspire and support professional and volunteer leaders

• The return: • You will go down in history as providing the leadership to

realize your school’s vision

Where the $$ will come from:Where the $$ will come from:

• Parents• Alumni parents• Grandparents• Community friends who share your program’s vision

The best way to ensure success is to

PLAN!

FeasibilityStudy

FeasibilityStudy DecisionsDecisions Ramp UpRamp Up Capital

CampaignCapital

CampaignVision

Complete!Vision

Complete!

Lifecycle of a Capital Project and Campaign

Planning/Vision

Planning/Vision

Outcomes: Vision/

Mission Plans:

Strategic Business Program Development

Project definition

Outcomes: Feasible goal Key messages/ positioning Leadership

prospects Support and

strategies Req. for staffing

and systems Campaign plan

and timeline Potential

roadblocks andsolutions

Finalize project plans

Recruit initial volunteer leadership

Strengthen internal readiness

Adjust timeline Secure early

gifts Board

resolution

Project definition Strong case for

giving Leadership Campaign plan Donors Timeline Staffing and

systems Communications

plan Board gifts to

launch campaign Stewardship plan

Active Fundraising: Tiered

fundraisingLead giftsMajor giftsCommunity gifts

Multiple strategies

Personal solicitations

Grant writingSpecial events

Outcomes: Celebration! Facility open Endowment

Initiated New and/or

expanded services

Organization at next level

Mission enhanced

4-5 months3 months -3 years

2 weeks -2 years

6-9 months 12-36 months

Outcomes:Put Into Place:

Planning/Vision: Planning/Vision: Three months to three yearsThree months to three years

Solid Planning can save 2+ years on your campaign

Outcomes• Vision/Mission• Plans: Strategic, Business, Program, and Development• Project definition ~ 80 percent complete

Mission/Vision/Strategic PlanMission/Vision/Strategic Plan

• Mission: clarify the purpose that distinguishes your program

• Outcomes-based Vision: who you as in institution want to become

• Strategic Plan: the roadmap to your vision, including evaluation matrix, benchmarks, accountability and cost of implementation

Business PlanBusiness Plan

• Create measurable steps (3-year pro forma) for funding your expanded program: What will a campaign project pay for? (uses) How will the project be paid for? (sources) Where will the $$ come from?

• Reserves• Campaign• Tuition • Enrollment• Financing – short- and long-term

Project DefinitionProject Definition

• Define program plans: quantify what will be better

• Determine facility requirements – master planning

• Gather initial cost estimates

• Secure site or develop selection plan for future implementation

Feasibility Study: Feasibility Study: Four to five monthsFour to five months

Outcomes• Feasible goal• Key Messages/positioning• Leadership prospects• Giving Potential• Internal Readiness• Campaign plan and timeline• Potential roadblocks and solutions

Decisions: Decisions: Two weeks – two yearsTwo weeks – two years

Outcomes• Finalize project plans and budget• Recruit initial volunteer leadership• Strengthen internal readiness• Adjust timeline• Secure early gifts• Board resolution to move forward

Ramp-up: Ramp-up: Six to nine monthsSix to nine months

Essential building blocks• Project definition• Strong case for giving• Leadership• Campaign plan• Donors • Timeline• Staffing and systems• Communications plan• Board gifts to launch campaign• Stewardship Plan

CAPITAL CAMPAIGN: CAPITAL CAMPAIGN: 12-36 months12-36 months

Active fundraising from key constituencies Tiered fundraising

• Lead gifts• Major gifts• Community gifts

Multiple strategies• Personal solicitations• Special events

o Phone and/or email/mailo other

Vision Complete!Vision Complete!

• Celebration!• Facility open or endowment growth• New and/or expanded programming• Expanded Annual Fund• School at next level of maturity• Mission enhanced

How to Choose a ConsultantHow to Choose a Consultant• Review Giving Institute guidelines:

http://www.givingusa.org/choose_counsel/• Send an RFP to at least three reputable firms• Interview consultants

Scope of work Cost Experience References Personal and organizational “fit”

ResourcesResources

Books• Capital Campaigns, Stuart Grover, Ph.D.• Preparing Your Capital Campaign, Marilyn Bancel, CFRE• Conducting a Successful Capital Campaign, Kent Dove

Web• Grassroots Fundraising Journal – www.grassrootsfundraising.org• Giving Institute/Giving USA Foundation – www.givingusa.org• Association of Fundraising Professionals – www.afpnet.org• The Collins Group www.collinsgroup.com

Thank you!Thank you!

For more information, please contact:

Kate Roosevelt, CFRE, Vice Presidentkater@collinsgroup.com

Barbara Maduell, CFRE, Senior Consultantbarbm@collinsgroup.com

(800) 275-6006www.collinsgroup.com