10 Keys to Building Fundraising Campaign Momentum
I remember hearing political commentators pontificating about a candidate's "big mo." Momentum is a part of politics, business, sports — and fundraising.
Tony Robbins shares, "The most important thing you can do to achieve your goals is to make sure that as soon as you set them, you immediately begin to create momentum."
In fundraising, you can't count on one big Hail Mary play to change the campaign's momentum. In fundraising, you need to plan on momentum. You build it in how you structure and implement your strategy.
A well-respected book on educational fundraising identifies a campaign phase as the "plateau of fatigue." Well, I am not sure that this should be a campaign phase, but rather we should offer ways to keep momentum going. Some of these include:
- Be sure that your campaign is developed through a strategic planning process that involves key constituencies — including potential major donors.
- Conduct a valid feasibility and planning study to determine goal potential and strategy.
- Divide the campaign strategically into phases.
- Have a sound campaign plan to keep track of your progress and all of the moving pieces.
- Ensure that most of your major donors are cultivated before the first ask.
- When recruiting volunteers, ask for their gifts and have giving thresholds for campaign leadership.
- Narrow what you expect of volunteers — don't overwhelm them.
- Continually communicate with and coach staff and volunteers — and share with them news of new gifts that build their confidence.
- Show your appreciation continually.
- Make it fun!
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.