8 Keys to Campaign Momentum
When a major campaign begins to languish, it is inevitable that some keys to campaign momentum were either never in place, or have been forgotten or neglected. Here are eight keys to ensure your campaign maintains momentum and achieves its goal!
- CEO time commitment. During the six months to a year leading up to a campaign and the actual solicitation period, the CEO must be able to commit at least half of his or her time to the campaign.
- Chief development officer time commitment. Likewise, the organization’s senior fundraising professional must be willing and able to invest half his or her time in the pre-campaign and campaign phases.
- A campaign feasibility and planning study. This study will uncover any potential roadblocks that otherwise would derail a campaign’s progress. In addition, the study is an incredible cultivation tool and provides a wealth of insight, including a benchmark of current giving potential.
- A compelling case. This case, tested in and then refined after the study, draws donors into the story and makes them want to invest in significant ways.
- Leveraging. A campaign focused on the CEO and development staff will never fulfill its potential. You can never have enough development staff and relationships to reach your end result without enlisting volunteer campaign leadership, as well as other staff leaders throughout your organization.
- A solid campaign plan. You have to have a strategic campaign plan that is successfully implemented and adheres to best practices, the unique circumstances uncovered in the study research and reasonable timelines. The CEO or a campaign volunteer does not decide that he or she knows better than experienced, successful counsel or staff and creates detours when preferred. This strategy includes a quiet phase where additional cultivation can take place and the goal can be adjusted. The plan also includes the assurance that you have or will have sufficient qualified prospective donors to achieve your goal.
- Support of counsel. If you are considering a major campaign, the insight and accountability successful, senior counsel provide is an invaluable tool to keep you on track and address the inevitable challenges.
- Constant communication. You must have regular communication among staff, counsel and volunteers. The campaign volunteers must hear from you each week, with regular in-person or video meetings to build in additional education, commitment and accountability.
Looking for Jeff? You'll find him either on the lake, laughing with good friends, or helping nonprofits develop to their full potential.
Jeff believes that successful fundraising is built on a bedrock of relevant, consistent messaging; sound practices; the nurturing of relationships; and impeccable stewardship. And that organizations that adhere to those standards serve as beacons to others that aspire to them. The Bedrocks & Beacons blog will provide strategic information to help nonprofits be both.
Jeff has more than 25 years of nonprofit leadership experience and is a member of the NonProfit PRO Editorial Advisory Board.