Eight Anchors for a Successful Major Campaign

Your organization is thinking of embarking on a capital, endowment or comprehensive campaign. It is what you do before you embark on a major campaign that ensures success.

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!

Here are eight anchors that should be in place before you begin the vital pre-campaign phase, a phase that should include a campaign feasibility and planning study:

1. Effective staff and board leadership. Leadership is the most important factor. Having the right staff and board leadership builds donor confidence—and the right leadership that can recruit eventual campaign leaders.

Your leadership must be committed to a culture of philanthropy. This includes a commitment of time and resources—and expectations of board giving and engagement. The CEO and senior staff must embrace fundraising best practices.

2. Successful ongoing programs. You need a demonstrated track record of institutional program success. That is vibrant programs that support your mission with a level of excellence. You'll want measurable outcomes with a track record of success—as well as vivid personal stories that bring this to life.

3. Effective strategic plan. A proper strategic plan should be driving your fundraising initiatives. Successful planning does not occur in a vacuum—it should be a process that engages key constituents. A great planning process—and plan—builds confidence and provides focus.

4. Financial strength. I learned early in my career that most donors will not give to a sinking ship. The crisis "we are going to close" mentality does not motivate most to make major investments in the future. You need to demonstrate your ability to sustain programs and that you have sound management and are worthy of support.