Major Fundraising Campaigns Are Alive and Effective

It struck me as odd. And then it frustrated me.

A recap of a recent fundraising conference cited a speaker on strategic planning as noting that the days of major campaigns are over and that organizations are going to ongoing campaigns.

I have to confess — as someone who loves a valid strategic planning process, I abhor consultants who lead a planning process and then direct their clients to outcomes. The plans look a lot alike. And the consultants too often pick up another gig to help implement what they influenced.

Valid strategic planning understands that every organization — even ones part of national systems — is unique. But even more so, it frustrated me because the planner has no depth of fundraising experience. And now at least a few folks are scurrying back and sharing a "trend" that is not real.

Yes, many institutions are in perennial campaigns — whatever that might mean for that institution. An annual-giving program for sure. An endowment program hopefully. Maybe a special major-gifts effort or a strategic series of smaller campaigns. The approach should be tailored to the organization and its valid needs — and potential — at that period in time. We are big proponents of an organization not in a campaign having a diverse menu of major-gift opportunities to share with potential donors.

However, larger campaigns are alive and well and can be incredibly effective. The benefits of a larger (and typically periodic) major campaign include:

• Allowing an organization to meet many needs — often capital, endowment and annual
• Providing clarity to donors in terms of the organization's priorities and the role that they can play
• Pushing capacity building
• Providing larger opportunities — expands horizons and encourages stretching, particularly among those who benchmark giving
• Marshaling volunteers who are drawn to a larger vision
• Recruiting volunteers who want a defined period of involvement
• Providing synergy from pulling together a team of staff and volunteers
• Building a sense of urgency
• Allowing smaller donors to be a part of a major effort
• Creating a buzz and excitement
• Energizing giving to take a dramatic leap versus incremental increases
• Allowing for stages and phases of planning, implementation and assessment

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.