Where can I find information about capital campaigns?

Summary:

Online outlines of the process from campaign consultants and contract managers.

Answer:

Tony Poderis (Tony@raise-funds.com) wrote to NONPROFIT on 4/4/98:
Colleen Mcguire asked:
"I am currently working on a group project for graduate school. The
subject is Capital Campaigns. My areas to cover are feasibility study,
campaign personnel and campaign plans and timelines--basically,
preparing for a capital campaign. Does anyone have any advice/experince
that they could share with me?"

Colleen, as a start, and to augment other support you'll get from the experienced folks on this good group, here is a brief outline of the recommended elements comprising a typical capital campaign. I have summarized from a more detailed document I have in my file. Should you want that document and several companion exhibits, just e-mail your mailing address to me and I'll send them to you.

YOUR (Generic) CAPITAL CAMPAIGN

MISSION--CASE DEVELOPMENT

Based upon the demonstrated value of _____________________, and its goal to continue to serve the community with comprehensive and quality services, and at the same time evidencing overall financial stability

CAMPAIGN FEASIBILITY

A "market" survey and assessment to tell how close key leadership and major prospects are to total commitment to the mission and to the capital/endowment campaign

BUDGET

Principal expense components are counsel, printing, donor recognition, cultivation

COMMEMORATIVE AND "NAMED" GIFT OPPORTUNITIES

MAIN FUNDING STRATEGIES

• Develop a gift table to suggest that most of what will be raised will come from
  a relatively small number of donors in order to focus upon the highest potential
  
• Identify and rate key prospects for their maximum giving potential
  
• Determine the balance between trustee, individual, foundation, corporate & "in-kind" gifts
  
• Set the money goal based upon projected capital expenditures, balanced by rating and
  evaluating prospects for the potential to meet those actual costs
  
• Solicit the board first for commitments, if possible, for one-third to one-half of the overall
  goal, and surely for 100% participation
  
• Seek challenge--matching grants to attract other gifts
  
• Secure other non-board leadership gifts
  
• Avoid early broad-based solicitations and distractions from the necessary bigger gifts'
  efforts until well into the major campaign, preferably when at about 90% of the goal
  
• The Annual Fund Campaign is compatible with the Capital Campaign, & should be kept
  separate, and be conducted at the same time
  
• Publicly announce the Campaign when about 40% of the goal is committed
  
• Position Deferred Gifts (Wills, trusts, etc.) relative to cash needs now and as future assets

CAMPAIGN BROCHURE AND OTHER PRINTED MATERIALS

CAMPAIGN LEADERSHIP

• Chairperson and Vice-Chairs to lead campaigns to trustees, corporations, foundations,
  individuals, etc., or one committee can select prospects from any of the various divisions
  
• Capital Campaign Committee of a size for members to personally select and solicit from
  six to eight major prospects

PUBLIC RELATIONS, PROMOTION AND MARKETING OF THE CAMPAIGN

STAFF SUPPORT

To provide the administrative resources to fully serve then needs of the
volunteers, donors and the prospects

CAMPAIGN PROJECTIONS OF ANTICIPATED AND REQUIRED FUNDS

Based upon a
campaign duration to be determined by the capital improvement schedule and by the
development of the Campaign structure in place to solicit the funds

(For information on It's a Great Day to Fund-Raise! (2nd Printing March 1998) by Tony Poderis, visit http://www.raise-funds.com . --PB)

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Bill Krueger (KCI101@aol.com) wrote in July 1996 to talk-amphilrev on the subject: New Capital Campaign Web Site:

For those NPO's considering capital campaigns, or looking for
information on asking for and receiving Major Gifts, I would like to
suggest our new web site:

http://www.capitalcampaigns.com/

This is not a "sales presentation". Instead we have tried to put
specific information on capital campaigns and major gift fund raising on
the site. Much of the info we put on this site comes directly from our
successful campaigns, so it is very practical, and less "academic".

Information contained on this site includes:

Details on Feasibility Studies; Case Statement (including actual
sample); Video Script (including actual sample); Costs and Budgets; Role
of Consultants; Materials You Will Need; An Actual "How-To" Gift
Solicitation Guide; How to Recruit Quality Leaders to a Campaign; and
much more, including, obviously, a description of Krueger
Communications, client list, history, etc.

We did this in a low-graphics, high speed format that should enable you
to access the information quickly and easily.

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Revised 5/2/98; 1/31/02. --PB