Building a Case for Support

"The big mistake that's always made is that the case for these campaigns and these decisions are made internally only, without ever talking to the customers who are the potential donors and volunteers," he adds.

Also crucial is a commitment from staff, volunteers and board members.

"When an institution is considering doing a campaign like this, everybody involved, the staff and the volunteer boards, all have to realize that we're talking about 'us' and not 'them,'" Matthews says. "They all have to understand that they are going to be asked to make significant gifts and that they are going to be involved in the fundraising process."

Raising money for a capital or comprehensive campaign requires direct personal solicitation.

"Fundraising is a contact sport; there's no getting around it. You have to be out, looking somebody in the eye and asking them for a significant gift ... Unless they're committed to doing that, the campaign will never succeed," Matthews adds.

Bruce Matthews can be reached by visiting http://www.campbellco.com