Where to Begin This Year if You’re Planning a Capital Campaign
By: Jacqueline House, MBA CFRE, Vice President, Communications & Community Engagement Safe Children Coalition and Sarah Plimpton, Director of Client Happiness, Capital Campaign Pro
If a capital campaign is on your horizon this year, you probably have a big idea or transformational vision for your organization. You’ve likely spent some time determining the project or programs that will catapult your organization to the next level.
So, where should you begin once you have a vision for your campaign? Here’s what to focus on to lay the groundwork for success:
A capital campaign isn’t just about “hitting” a fundraising goal. It’s a transformational opportunity for your organization.
Start with Your “Why”
Your campaign will ask donors to make significant, above-and-beyond commitments. To inspire those gifts, you need a compelling “why.” Why is this campaign urgent? What difference will it make for your community or organization? Crafting a strong, clear case for support is one of the most important early steps in your campaign.
Conduct a Feasibility Study
A feasibility study is a process of gathering insights from your biggest donors and key stakeholders to determine how to move forward with your campaign. It’s a critical step to help you fine-tune your plans, build confidence in your vision, and ensure your campaign is set up for success.
Having a partner to help you can mean the difference between success or failure. It’s important to determine what kind of consultant model is best for your organization. Some firms conduct the donor interviews for you, while others coach you to conduct them yourselves. Either way, advocate to get the help you need for a successful study.
Get Your Board Onboard
A successful capital campaign requires an engaged, unified board. Are your board members ready to take on active roles in fundraising? Will they make their own meaningful contributions? Board readiness is non-negotiable, and you may need to educate or train your board to ensure they’re prepared for the task ahead.
Engage Your Ultimate Insiders
Your feasibility study will involve conversations with key donors, past board members, and other influential stakeholders—what we call your “ultimate insiders.” These individuals will not only help you test your campaign plans but also set the stage for early campaign leadership and buy-in. Start by involving them in preliminary discussions about your case for support and campaign timeline.
Batten Down the Hatches on Your Systems
Your development systems need to be ready to handle the complexity of a campaign. Is your donor database accurate and up to date? Are your gift processing and acknowledgment procedures efficient? Before launching a campaign, ensure your infrastructure is strong enough to support heightened activity.
Assess Your Development Team
A feasibility study and capital campaign are team efforts. Does your development team have the skills, capacity, and leadership to succeed? An honest assessment of your team’s strengths—and areas where additional training or support is needed—will position you for success.
Preparing for a feasibility study isn’t just a box to check—it’s the foundation of your campaign’s success.
Think Long-Term
A capital campaign isn’t just about “hitting” a fundraising goal. It’s a transformational opportunity for your organization. Beyond the dollars raised, campaigns strengthen your donor relationships, build internal capacity, and clarify your mission. Use this moment to plan for lasting impact, not just immediate results.
Preparing for a feasibility study isn’t just a box to check—it’s the foundation of your campaign’s success. By focusing on your “why,” rallying your board and insiders, and strengthening your systems and team, you’ll set your organization on the path to achieving its boldest goals.
Don’t forget to check that you have a bank of resiliency and resolve. There will be twists and turns in each phase of the campaign journey, including encounters with people who challenge your ideas. Resolve that you won't have all the answers right away or right at the start. The answers will reveal themselves as you are on the journey. Having a ‘campaign coach’ (like those at Capital Campaign Pro) in your corner to help you navigate those challenges with confidence will be instrumental to your success!
As you look at the year ahead, if you are considering a capital campaign, we hope that our tips and suggestions will be helpful to you in your journey.
Note that the views and suggestions expressed in this article are solely those of the authors and do not reflect the views of Women of Color in Fundraising and Philanthropy (WOC).
Wendy Wilsker has dedicated her entire career to the non-profit sector, serving in leadership roles within charitable organizations and working alongside them as an executive recruiter and consultant. She excels at identifying the unique challenges and opportunities non-profits face, and partners with senior leadership to build successful organizational structures, teams and advancement programs.
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