Using Your Capital Campaign to Raise Friends for Your Organization

In addition to the primary benefit of running a capital campaign— raising enough money to build, renovate or acquire major equipment — there are several secondary benefits which, in the long run, can be more beneficial to your organization than reaching your campaign goal. One of these benefits is that a capital campaign usually strengthens your future annual fund appeal. The second benefit is that the capital campaign should help raise friends for your organization — friends that will be future volunteers, board members and donors. There are three ways to use the campaign to raise friends — before the campaign, during the campaign, and after the campaign.  

Before the Campaign

Most campaigns are preceded by a feasibility or planning study. A consultant will interview key community leaders and supporters of your organization to test your case for support. During the study, the consultant can determine any potential trouble spots that would hinder the success of the campaign. Often, during the study it is determined that your organization has a poor public image or, perhaps worse still, no public image. If the consultant uncovers these things during the study, they can help you “sell your case” to those who have a negative feeling or lack of understanding of your organization. The consultant can also determine which people are pleased with your organization and could become strong supporters during the campaign — key volunteer leaders or major donors. The planning study should always be done by an outside consultant because it is far more likely that your potential donors will speak freely to an “outsider” than they would to someone on your staff, about their concerns.

During the Campaign

The increased publicity that is focused on your organization can be invaluable to help raise your public image and gain donors. Recruiting key community leaders as campaign volunteers will increase your public image and help gain needed publicity. Most of these key leadership prospects will be developed during the feasibility study. A campaign also focuses the media on your organization. Plan your public kickoff when you have raised at least 50-70% of your goal, so people are assured that this will be a successful campaign. Focus on the people you serve, not just on the “bricks and mortar” part of your campaign. Remember, “People give to people.” Plan a big splash when you hold your groundbreaking open house or dedication events. You will need to have a solid publicity plan as part of your campaign plan.

After the Campaign

Be sure to maintain good stewardship of your newly found donors and volunteers. Keep them on your mailing list, invite them to attend events, recognize them for their contributions of time and money. A study of private foundations showed that 60% of organizations that received major support from these foundations not only did not thank the foundation for their contribution but, never came back and asked for more money for future projects! Be sure your campaign plan includes strategies to continue nurturing the relationships you developed during the campaign, and to continue to build on the increased publicity.

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