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Capital Campaigns

Capital Campaigns. Ernie Vargo, CFRE President and CEO, Eskenazi Health Foundation Faculty, The Fund Raising School. Capital Campaigns Are . . . “The ultimate test of an organization’s philanthropic potential.” Sheldon Garber , Rush Presbyterian St. Luke’s

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Capital Campaigns

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  1. Capital Campaigns Ernie Vargo, CFRE President and CEO, Eskenazi Health Foundation Faculty, The Fund Raising School

  2. Capital Campaigns Are . . . “The ultimate test of an organization’s philanthropic potential.” Sheldon Garber, Rush Presbyterian St. Luke’s “A dollar goal up against a time deadline.” Bob Duncan, consultant

  3. Characteristics of Capital Campaigns • Large/stretch dollar goal • Feasibility study • Defined, intensive time period • Dependent on lead gifts • Volunteer driven • Sequential solicitation • Face-to-face solicitation • Quality over quantity of gifts • Highly cost-effective fundraising method • Continuation of annual fund

  4. 4-Legged Stool of Fundraising DONOR SOURCE Current Income EstatePlanning Income &Assets Assets BENEFIT Buildings,Equipment,Endowment OngoingPrograms/Services SpecialPrograms,Projects Endowment,Capital UnrestrictedAnnualCapital ANNUAL FUND PLANNEDGIVING CAPITALCAMPAIGN MAJORGIFTSPROGRAM

  5. Sequential Solicitation • Top down

  6. Types of Capital Campaigns • Traditional Bricks and Mortar • Combined • Bricks and Mortar • Ongoing • Endowment • Endowment • Project • Left over from previous campaign – one focus

  7. A Successful Campaign Requires . . . • Sound plan • Qualified lead gift prospects • Capable executive staff • Volunteer leadership • Involved, concerned board • History of gift support • Positive track record • Capable development staff • Case for support • Prospect development system • Communications plan • Record keeping system

  8. The Case . . . • ...is an investment prospectus • ...answers basic questions • ...must be supportable and defensible • ...has broad implications for the community • ...is both emotional and rational • ...must be optimistic • ...should be brief and easy to remember • ...should move people to action

  9. Capital Campaign Consultants • Necessity • Roles • Types • Services • Costs • Selection This way that way. Retrieved from image search www.villasilvana.net

  10. Campaign Feasibility Study should answer the following: • Does the organization enjoy a POSITIVE IMAGE? • Is there CLEARLY PERCEIVED SUPPORT? • Who will make the LARGE GIFTS needed? • Is the volunteer LEADERSHIP AVAILABLE AND WILLING to sign on to the campaign? • Is there a FAVORABLE ECONOMIC CLIMATE to support a campaign at this time?

  11. Campaign Feasibility Study Internal Assessment External Assessment • Case • Needs • Goals • Commitment • Communications • Stewardship • Management • Leadership • Fundraising programs • Prospect and donor development • Readiness for volunteer impact and volume of activity • Environment • Understanding of case • Goals and constituency • Markets • Leadership • Attainability of giving standards • Public image and understanding

  12. Campaign Feasibility Study Key Areas for Feasibility Study Interviews • Case • Proposed goal • Leadership • Gift potential (as defined by gift chart standards) • Timing • Public relations • Referrals for other interviews • Special areas of concern

  13. Campaign Policy Questions • Pledge period • Start and end dates • Gift accounting • Gift valuation • Relationship to annual giving Questions. Retrieved from image search www5.esc13.net

  14. The Tip of the Iceberg STEP SEVEN: Wrap up STEP SIX: Public phase STEP FIVE: Advance gift phase(during year before public phase) STEP FOUR: Beginning in-house phase (6 months to 1 year before public phase) STEP THREE: Pre-campaign activity (1-2 years before public phase) STEP TWO: Testing for readiness(1 to 2 years before public phase) STEP ONE: Institutional readiness (2 to 3 years before public phase)

  15. Constructing a Capital Campaign Gift Range Chart • Lead Gifts 40-60% of goal • One lead gift 10-20% • Two-three gifts 5-10% each • Four-six gifts 2.5-5% each • Mid-Range Gifts 30-40% of goal • 30-6- gifts in 3 giving categories • Low Level Gifts 10-20% of goal • All others at several lower levels

  16. Gifts Needed to Raise $1,000,000 (Three-year pledge period)

  17. Gifts Needed to Raise $3,000,000 (Five-year pledge period)

  18. The Solicitation Cycle Identification Information Appreciation Awareness Commitment Interest Involvement

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