2. Capital Campaigns: Laying the Groundwork
Sophie W. Penney, PhD
November 2015

3. Failing to plan
is planning
to fail.
Alan Lakein

4. Program Goals
Help you determine what groundwork needs to be laid
Understand lead time needed to lay the groundwork & implement a campaign.

5. Groundwork Determining Organizational Readiness
Board and constituent support?
Leadership/Staffing?
Strong case for support?
Policies and procedures?
Willingness and ability to plan and implement?

6. Board Support
Board understands organizational investment needed to complete a campaign and is willing to engage in planning and provide resources.

7. Board Support Planning Resources
Strategic – clear mission/vision and ability to identify programs/projects to be funded
Campaign – feasibility, planning, & implementation
Resources
Staffing
Funding

8. Constituent Support
Belief in organizational mission and knowledge that mission is being fulfilled
Preferably significant history of giving + capacity/willingness to give at higher levels
Volunteerism
Willing spokespersons
Believe in leadership – board & executive

9. Case for Support
Clear compelling
Life changing programs
& projects to be funded

10. Case for Support
Powerful case regarding impact on those who will benefit -- “Fundraising is about changing and saving lives.” Jerry Panas
Sense of urgency – Why philanthropy, why your donors, why now? (Harvey McKinnon, 11 Questions Every Donor Asks).

11. Leadership/Staffing
Executive leadership that understands campaigns or is open to learning
Volunteers to lead and serve on committees and assist with solicitations.
Staffing to support volunteers, plan and implement campaign, and in some cases solicit prospects.
Clerical support to record and acknowledge gifts.

12. Policies and Procedures
Gift acceptance policy and procedures
Donor research
Campaign Counting
Stewardship and Recognition

13. One More Key Element A Culture of Philanthropy
All gifts are valued, no matter the size
All donors are appreciated, no matter their capacity to give
All donors are appreciated no matter their position, e.g., staff, resident, family member.
Donors know their gifts make a difference.

15. Exercise – Testing for a Culture of Philanthropy*
Small groups – discuss the following
Does everyone from the receptionist to ED to Board members to residents know what your organization’s mission is?
How long does it take for a donor to receive a thank you note, what is the format (form letter/personal note), and who signs?

16. Exercise – Testing for a Culture of Philanthropy*
3. Do you connect with donors in ways other
than asking them for a gift or inviting them to
a gala/event that requires a ticket purchase?
4. Do you share information with donors/in
writing, through information sessions, etc.
about how their gifts make a difference?
*From Capital Campaigns: Strategies That Work, Third Edition. Andrea Kihlstedt, Jones and Barlett Publishers, 2010.

17. Testing for Support The Feasibility Study
Pros
Unbiased third party collects information
Provides unvarnished perspective regarding constituent perspectives about mission, vision, organization
Gives you detailed feedback about the case and ability to achieve financial goal.

18. Feasibility Study Cons Time consuming (before and during)
Can be costly
If not done well does not provide quality information to inform campaign.

19. Alternatives to Feasibility Study
Focus Groups
Volunteers complete interviews
Other?

20. Campaign Timeline/Timing
Timing depends on where your organization is within it’s lifecycle
Timing depends on whether the previously outlined items are in place (or not)
Timing depends on ability to ramp up for a campaign.

21. Timing Does Not Depend On?

22. Timing Does not Necessarily Depend On
Board Readiness
Capable volunteers
Markets
Best time to plan can be during a down cycle
Best time to implement during an up cycle, but does not guarantee success.
Current Events
Penn State

23. Case Study Foxdale Village Therapy Pool
Foxdale dedicated in 1990
Benevolent fund established in 1990s, residents raised funds from one another
Development Committee formed in 2000s
First Director of Development hired 2009
DoD builds relationship/established infrastructure

24. Case Study
Concurrently from expansion and renovations took place – added 57 unit apartment building and doubled size of healthcare to 101 private rooms.
Therapy pool, to be attached to apartment building, included in the plans, but not funded.
Education about benefits of therapy pools implemented.

25. Case Study
Development Committee discussed launching campaign feasibility study for therapy pool.
Committee interviewed four firms, recommends Lindsley Development Consulting to the Board.
Board approved contract, study commenced.

26. Case Study Final report presented to Board August 2012
Leadership changes occur report tabled until spring 2014
New residents move into apartment building 11/11/11, the campaign chair is among them.
New ED has capital campaign experience

27. Case Study Board revisits campaign study spring 2014
Campaign approved, chair identified along with campaign committee
Committee solicited in summer 2014
Quiet phase launches fall 2014
Public phase November/December 2014
Final mailing January/February 2015

28. Healing Waters Campaign
Goal $1.8 million $600,000 $1:$1 match from unrestricted gifts fund $600,000 from donors $600,000 to be borrowed or taken from reserves

29. Outcome
1,000,000 +

30. Resources
Preparing Your Capital Campaign, Marilyn Bancel, CFRE. Jossey Bass, 2000.
Capital Campaigns: Strategies That Work, Third Edition. Andrea Kihlstedt, Jones and Barlett Publishers, 2010.
Eleven Questions Every Donor Ask: And the Answers All Donors Crave, Harvey McKinnon. Emerson & Church, Revised Edition, 2015.

31. Resources
Asking: A 59-Minute Guide to Everything Board Members, Volunteers, and Staff Must Know to Secure the Gift, Gerald Panas. Emerson & Church. Newly Revised, 2013.
Seeing Through a Donor's Eyes: How to Make a Persuasive Case for Everything from Your Annual Drive to Your Planned Giving Program to Your Capital Campaign, Tom Ahern. Emerson & Church.