Capital Campaigns

Baseball legend Tommy Lasorda once said, "Pennants are won and lost during spring training," and the same is true with successful major fundraising campaigns. It is the preparation—the right preparation—that will make your campaign seamless, energizing and successful!

If you really want to maximize fundraising success, you embark on a feasibility study before a major campaign.

By definition a campaign is a short-term event. There is a specific project and a time-limited, specific goal. And that's where, in most cases, the problem starts. I say "most cases" because I have met some fundraisers who have this right.

A campaign to encourage board giving had too many foundational principles that were violated. Here are the seven deadly sins of fundraising committed, sins you can avoid by following fundraising best practices.

What is it each day, each week and each month that you absolutely must focus on for the best possible fundraising results?

Trust me, word-of-mouth advertising is priceless. The recent $30 million Indianapolis Zoological Society capital campaign that exceeded goal by $4 million was "textbook" in its success and use of word-of-mouth, and in reality, it is a success for the entire profession!

Through the implementation and analysis of hundreds of capital fundraising campaigns, my company has identified several fundamental principles that are keys for success. We believe adherence to the seven enunciated principles below will be critical to producing optimal campaign results.

If things don't seem right as a staff or volunteer leader — ask. Don't be afraid to ask, and ask again and again, to challenge and to push.

If you are looking at a major fundraising campaign, please take the proper steps to be prepared. Include a research and cultivation phase that gives you the information needed to maximize the opportunity and fulfill your potential!

Larger campaigns are alive and well and can be incredibly effective. When the time is right, take advantage of the benefits of a major campaign. Always look to the unique circumstances of your organization to craft the best path to increased fundraising success and mission effectiveness.