the path of a capital campaign linenfelser1
TRANSCRIPT
HSUS: Animal Care Expo 2013 1
Agenda:The Path of a Capital Campaignn Capital Campaigning Overview
n Developing
n Planning
n Asking
n Thanking
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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.”
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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
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Are you ready for a Campaign
The Right Infrastructure:
n Staffing of the Organizationn Office Systems & Database Software
n Gift Acceptance Policies
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Are you ready for a Campaign
The Right Infrastructure:
n Board
n Volunteers
n Donors
LEADERSHIP, TRUST, TRANSPARECY
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The Planning Study
Internal Assessment:
n Development ProgramEvaluation
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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
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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
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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
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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.
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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*
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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
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$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
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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
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KnowLeast
Know Well
Raising funds from the top downand inside out…
The largest gifts first!
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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
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Making the Ask
n Right Person asks Right Person
n Right Time
n Right Way
n Right Amount
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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
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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
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Public Phase
§Many, many five-figure gifts§Corporate Partners§Vendors§Adopters§…entire community!
n Dual ask: annual + campaign
n Staff-driven... events, calls, mail
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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
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Major Donors
InvestmentInvestment
InvolvementInvolvement InterestInterest
InformationInformation
IdentificationIdentification
Prospect Engagement
Cycle
Prospect Engagement
Cycle
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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
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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.
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Life After the Campaign
n Debrief
n Enhance