Capital campaign activity is up, up, up across the nonprofit sector! A recently released report from the Nonprofit Research Collaborative shows a dramatic jump:
In 2011, only 12% of survey respondents reported being in some kind of capital or special fundraising campaign.
In 2015, that number jumped to 46%!!!
And another 38% are planning to have a campaign. They just haven’t launched yet.
Yes, folks. That’s nearly 85% of reporting nonprofits either in some kind of campaign or about to be.
We’re certainly seeing this campaign surge in our own community and those of our clients across the country.
This is good news in some ways. It means that nonprofits are seeing enough progress in their overall fundraising and ample potential in their prospect pools to set ambitious goals. It means they’re optimistic and forward thinking.
In other ways, it’s not so great. Mostly in terms of competition. The demand on donors is significant, which means you need to stand out from the crowd.
If you’re in a campaign, or about to launch, it’s time to get serious about setting yourself apart. Here’s how:
Do your due DILIGENCE.
Don’t embark on a campaign at all unless you know you’re going to succeed. The only way to know this for sure is to talk to the donors who can make or break the campaign. That’s just a few people, really.
The top 25 or so donors typically account for more than 85 percent of the campaign goal. Run your case past these people, ask them for their advice, and find out what they plan to do for your campaign. Even if you don’t do a formal feasibility study, you must talk to your prospects before embarking on a campaign.
Tell a POWERFUL story.
A so-so case statement just won’t cut it right now. It’s not enough to say that you’re doing great work and want to do more. You must have a vision for how the world will be different after your campaign and you must share with prospects exactly how their own values will be manifested through this campaign.
This also isn’t the time to skimp on materials. We’ve done campaigns in the past with exceedingly simple campaign brochures, but in today’s market, you need an outstanding packet of information to share with prospects. We’re not suggesting you go over the top or spend a ton of money. But, you must have a well-written and beautifully designed piece that will move the prospect more effectively than all the other brochures on their coffee table.
Create URGENCY.
We’re not fans of long campaigns. Anything over three years is just exhausting for everyone and can really undermine the health of your ongoing fundraising program. In this environment, we suggest you set a goal that you know you can reach in no more than three years. Preferably two years.
It’s so much easier to maintain momentum in a short campaign. And, you can make a more urgent case for why donors should support you now.
Another way to create urgency is to set smaller interim goals within the life of a campaign. For example: We need to reach $1 million by February 1 if we are to qualify for a matching grant. Or: We want to have 100 new campaign donors by our 100th anniversary. Just use your imagination!
Be exceedingly PROFESSIONAL in your approach.
In any community, the short list of potential top donors comes down to a small circle of people. They are routinely hearing from and meeting with representatives of other nonprofits. You must come across as organized and confident if you are to inspire their trust. Brush up on your solicitation skills, practice before you go in for the ask, and as always, treat your donor as a partner, not an ATM.
Check out this earlier blog on the key elements required for campaign success. Make sure you’ve got them all in place before you step into the fray!
