What are the Elements of a Solid Capital Campaign?
Capital campaigns are unusual because they generate a great amount of funds in a relatively short period of time. Typically, these campaigns take place during unique instances in an organization’s history. For emerging organizations, capital campaigns create new buildings. A mature organization may hold a capital campaign to renovate and expand facilities, purchase additional property or build an additional facility.
Capital campaigns are intensive because a great deal of activity is being accomplished in a short period of time for an urgent need. The purpose of the campaign needs to be obvious and a self-motivating factor, i.e., the church does not have enough room for its members; the school needs additional classrooms; the hospital does not have enough room for its patients. Organizations should use this methodology more often and actually anticipate campaigns to bolster their giving and development operation.
A capital campaign is a complex undertaking with a variety of elements:
• Philanthropic Planning Study – The results indicate whether the campaign should proceed
• Campaign Planning – Selecting target goal, developing appropriate gift range chart
• Campaign Plan
• Staff Support Structure, including budget, policies and procedures, and organizational support
• Constituency Education Program
• Volunteer Structure
• Prospect Identification – Develop the prospect list and solicitation strategy
• Implement Campaign Plan and activities with appropriate prospect solicitation
• Follow-up and develop an action plan which will support the organization after the campaign
This excerpt was taken from "Capital Campaign Implementation: Are You Ready?" by Paul J. Strawhecker, MPA, ACFRE. Please contact us if you're interested in purchasing the book.