10 STEPS TO A SUCCESSFUL CAPITAL CAMPAIGN

A capital campaign is a serious undertaking and can pay huge dividends for any organization. In his book Conducting a Successful Capital Campaign, Kent E. Dove stresses the importance of preparation, and he offers the 10 prerequisites of success.

The 10 requirements are:

• Commitments of time and support from all key participants -- the governing board, the chief executive officer, prospective major donors, key volunteer leaders, the professional fundraising staff and the institutional family.
• A clear organizational self-image and a strategic plan for organizational growth and improvement.
• Fundraising objectives based on important and legitimate institutional plans, goals, budgets and needs.
• A written document that makes a compelling case for supporting the campaign (and the larger and more complex the campaign the more support materials will be needed).
• An assessment of the institutional development program and a market survey addressing internal and external preparedness.
• Enlistment and education of volunteer leaders.
• Ability and readiness of major donors to give substantial lead gifts before any public announcement of the campaign.
• Competent staff and, perhaps, external professional counsel.
• Adequate, even liberal, funds for expenses.

Consideration of other factors, such as the age of the organization, the caliber, size and distribution of the constituency, the range of the institution's giving program, previous fundraising success and the quality of the program and the impact of its services.

Capital Campaigns ...
10 ways to push toward your final goal

Capital campaign gifts are the luxury vehicle of gifts. "In the hierarchy of fundraising, capital campaign gifts rank the highest because they usually have the highest monetary level of any gift any organization will receive, according to consultant Laura Fredricks.

Capital campaigns are a cost-effective, intense fundraising effort. The purpose is to raise a substantial amount of money during a specific time period so that the organization can achieve new heights," she writes in her book, "The Ask: How to Ask Anyone for Any Amount for any Purpose."

A capital campaign gives donors a chance to boost the presence, stature and success of an organization and undertake bold, new projects. "Without a substantial influx of new money, none of these goals could be achieved." Fredricks details a number of distinctive features of a capital campaign:

• The fundraising goals are ambitious.
• It asks people to make stretch gifts.
• It drives the entire focus and direction of the organization until the campaign goals are met.
• It coincides with and complements the organization's strategic plan.
• It includes all types of existing fundraising programs, such as annual, major and planned gift programs.
• It is well organized, with a beginning, middle and end.
• It causes the organization to expand its volunteer base.
• It serves as a means to get prospects and donors to give now.
• It is a highly cost-effective way to raise substantial money.
• It can create a positive change in the culture of the organization.