Use Your Capital Campaign Gift Range Chart

By Steven Shattuck

A capital campaign succeeds when there is both vision and structure. The vision is your case for support. The structure is the roadmap that helps you get there. At the center of that roadmap is a simple tool: the capital campaign gift range chart.

A gift range chart (sometimes called a gift table or pyramid) shows how many gifts you need at each giving level to reach your goal. When developed with care, this chart is your campaign plan’s anchor. It tells you whether your capital campaign goal is realistic, how many prospects you need, and the order in which to solicit donors.

To make the best possible use of your capital campaign gift range chart, here are four tips for leveraging this tool.

1. Build From the Top Down

Generally, gift range charts consist of three types of donors:

Lead gifts. Every gift range chart begins with a single lead gift, which typically represents at least 20% of the campaign goal. In some campaigns, particularly for organizations with smaller donor bases, that top gift may be 30% or more.
Major gifts. Capital campaigns experience the same reality as most fundraisers: A handful of donors provide the largest gifts. In fact, the first 10 to 20 gifts often cover more than half of the total.
Other gifts. The rest of your donor base will provide smaller gifts to round out your fundraising goal. What qualifies as a lead, major, or other gift will depend on your campaign goal. For example, at one nonprofit, a gift of $10,000 might be a lead gift, while at another, that might fall into the “other gifts” category.

Keep in mind that not every prospect you ask will give the amount you request. That is why every line on your chart should include two, three, or even four times as many prospects as gifts needed. For example, if you need two gifts of $500,000, you should identify four to six credible prospects.

Prospect lists should be grounded in reality. These are people who have the capacity and inclination to give at the level you need. Hopeful guesses or “maybe someone out there” thinking will not serve you well.

2. Use the Chart to Educate Your Board

Many board members are new to the dynamics of campaign fundraising. A gift range chart can be a powerful teaching tool. When board members see that a handful of gifts at the top levels account for most of your goal, they will better understand why their role in identifying and cultivating those prospects is so important. This clarity often increases their confidence and commitment to the campaign.

3. Turn the Chart Into a Living Document

Once your gift range chart is created, it should continue to evolve as your campaign progresses. Treating the chart as a living document helps you see progress in real time and keeps your team focused on the next steps rather than getting overwhelmed by the big picture. Update it as donors commit gifts, prospects are identified, and new opportunities emerge.

Consider also creating an “opportunities report” that outlines who is in your pipeline for the remaining gift levels. Showing your board that you have a plan to fill in any gaps in your chart will ease nerves and build confidence.

4. Link Recognition and Stewardship to the Capital Campaign Gift Range Chart

A thoughtful gift range chart can double as the foundation for donor recognition. Naming opportunities, recognition societies and stewardship plans often are directly proportional to the levels outlined in the chart. Connecting these elements early ensures that donors at every level feel valued and that recognition matches the significance of their contributions.

A Tool to Help You Get Started

Your gift range chart may look like a simple table of numbers, but its impact is far-reaching. It gives you clarity about what your campaign requires, confidence that your goal is achievable, and a framework for conversations with donors and board members.

When used wisely, your gift range chart can transform your capital campaign from an ambitious idea into a practical plan that inspires confidence and generosity.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.