the path of a capital campaign linenfelser1

HSUS: Animal Care Expo 2013 1

Agenda:The Path of a Capital Campaignn Capital Campaigning Overview

n Developing

n Planning

n Asking

n Thanking


What is a Capital Campaign?Definition by Kent E. DoveDefinition by Kent E. DoveConducting a Successful Capital CampaignConducting a Successful Capital Campaign

“…an organized, intensive fundraising effort on the part of an organization to secure extraordinary

gifts and pledges for a specific purpose or purposes during a specified period of time.”


What is a Capital Campaign?A Campaign to raise the necessary A Campaign to raise the necessary

funds to:funds to:

- Build Buildings- Begin or Expand Programs

- Buy Technology or Equipment- Create or Grow Endowment


Are you ready for a Campaign

The Right Infrastructure:

n Staffing of the Organizationn Office Systems & Database Software

n Gift Acceptance Policies


Are you ready for a Campaign

The Right Infrastructure:

n Board

n Volunteers

n Donors

LEADERSHIP, TRUST, TRANSPARECY


The Planning Study

Internal Assessment:

n Development ProgramEvaluation


The Planning Study

External Assessment: The Feasibility Studyn 50 Intensive research interviews

n Best leadership prospectsn Capacity to given Or to influence gift / grant

n Ask advice / opinionn Value of vision?n Dollar goal possible?n What would it take?

n Research what would you give?

n Who should lead?

Produces…n Campaign goal and timeline

n Leaders

n Top donors

n Case messages

n Sector goals

n Plan


Developing your Case for Support

Tells your story…Prepares your prospects!n Missionn Visionn History

n Current Programs and Servicesn List of Board and Staffn Financial Informationn Needs for Future Growth

n Plan for Addressing These Needsn Opportunities for Donors to Participate in Vision


Campaign Phases

Provides the Roadmap of how we are going to accomplish our goals:

n Strategiesn Communicationsn Leadership – Chair and Volunteer Committeen Volunteer Management & Engagement n Phases & Timetables


The Campaign Plan

Structuring your Campaign:n Planning phase. The strategy, case for support, and campaign materials

are developed;

n Quiet phase. A large percentage of the target is raised through lead gifts;

n Public phase. The campaign is officially launched and lower level and community gifts are sought;

n Conclusion phase. The campaign is completed and evaluated

**Campaign should not exceed seven years.


The Campaign Plann How? How long?

n Leadership development 5 yrs

n Strategic plan 2 yrs

n Prospecting / feasibility study 1 yr

n Nucleus fund / leadership gifts 2 yrs*

n Public phase 1 ½ yrs*


The Campaign Budget

n The Project Budgetn The budget for the building

n The Campaign Budgetn Personneln Professional Servicesn Marketing Materialsn Donor Recognitionn Campaign Eventsn Support Systems


$625,0001,250MANY!$500

$500,000MANY!MANY!$1-$499

$200,000200MANY!$1,000

$625,000125MANY!$5,000

$600,00060150$10,000

$1,000,00020100$50,000

$1,200,0001230$100,000

$750,000315$250,000

$2,500,000512$500,000$1,000,00015$1,000,000

AmountGifts NeededProspects NeededGift Range

Gift Pyramid: $9,000,000 Campaign


Identifying & Cultivating Donors

n 80% of all contributions come from individuals

n Most capital campaign donors will be those that already support organization

n Donor Base:n 100% Board Commitmentn Top 10% of organization’s donorsn Major donors/Most loyal organization donorsn Corporate Partnersn Vendorsn Other prospects identified by Campaign Committee


KnowLeast

Know Well

Raising funds from the top downand inside out…

The largest gifts first!


Nucleus Fund/ Leadership Phase

n Nucleus fund: Top 10 to 20 giftsnMulti-million, million dollar giftsn Campaign leaders / volunteers

n Leadership phasen Seven-figures first... then high sixesn Some five-figure giftsn All personal solicitations

n 75% to 80% of goal


Making the Ask

n Right Person asks Right Person

n Right Time

n Right Way

n Right Amount


10 Tips to Winning Transformational Gifts

1. Show your passion

2. Be a cheap date

3. Time is money

4. Show you’re worth it

5. Build a great team


6. Think big

7. Nail your target

8. Schmooze hard... but don’t oversell

9. Be right on the money

10 Tips to Winning Transformational Gifts


Public Phase

§Many, many five-figure gifts§Corporate Partners§Vendors§Adopters§…entire community!

n Dual ask: annual + campaign

n Staff-driven... events, calls, mail


Managing Annual Major Giving during a Capital Campaignn CAMPAIGNS: one-time investment helps to propel

organization to new leveln ANNUAL GIVING: on-going support helps to ensure

mission carries forward in to future

n Campaign and Annual Gift solicitations should always be coordinated

n Campaigns do not cannabilizeAnnual Giving programs

n Campaigns can and will grow your Annual Giving program

n Capital Campaigns are more cost efficient than Annual Giving programs


Major Donors

InvestmentInvestment

InvolvementInvolvement InterestInterest

InformationInformation

IdentificationIdentification

Prospect Engagement

Cycle

Prospect Engagement

Cycle


Campaign Events & PR

CAMPAIGN EVENTSn Cultivation breakfasts,

luncheons, dinners, cocktails parties

n Kickoff event

n Groundbreaking event

n Ribbon cutting/Open house

CAMPAIGN PRn Create excitement for 3-

5 years

n Bring home the big ideas

n Build trust, transparency


Recognition & Stewardship

“Good Stewardship”The last step in the first gift …

and the first step in the next gift.

*Always remember: the Donor’s best interest are always the primary consideration.


Life After the Campaign

n Debrief

n Enhance

the path of a capital campaign linenfelser1

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