CAPITAL CAMPAIGN PLANNING AND PREPARATIONHUNTERDON LAND TRUSTWINTER 2015-2016Amy Kincaid, Consultant, Institute for Conservation Leadership

Major Gifts: The gift level that constitutes “Major” depends on the organization. For many: $1000. For others, $10,000 and above. Typically, organizations raise major gifts throughout the year or during a focused period annually. Sometimes major gifts are raised —for very special purposes — in a time-limited campaign. When that very special purpose is for a transformative capital project of some kind, we think of organizing a capital campaign.

Capital Campaign: “A capital campaign is a drive to raise money for a specific project. In the case of land trusts, usually land or conservation easement acquisition, or more complex projects or collection of projects.” Saving Land magazine, Spring 2012, Story Clark, author.

a) Infographic on major gifts that provides comparison data (i.e. what other nonprofits do), reminders of important benchmarks and field-tested assumptions (i.e. the 80/20 rule), and practical metrics:https://bloomerang.co/blog/infographic-major-gift-fundraising-by-the-numbers/

b) What is a Capital Campaign?➤ A capital campaign is an intensive fundraising effort organized to meet a specific financial goal within a specified period for one or more major special projects.➤ It must involve:· Sound research · Application of proven procedures · Careful scheduling and publicity · An established donor base· Long-range planning· Persuasive campaign literature · Effective organization➤ Capital campaigns are not necessarily inclusive.➤ Most capital campaigns last two to three years and some go as long as five years.➤ Most importantly: donors are asked to give to the capital campaign in addition to their regular annual donations. Remember, during a capital campaign you are not asking donors to give from their INCOMES, but from their ASSETS.➤ The important thing is not how much the goal is, but that it represents a crucial step toward meeting the mission of the organization. —Conquer a Capital Campaign, Participant Workbook (The Gill Foundation)

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Five Phases of a Capital Campaign

The Prep (and Planning) PhaseMany organizations need to invest time and effort into infrastructure and capacity building before developing plans for a capital campaign. Common issues that may need attention: database/contact management system, accounting, strategic plan, business plan, annual fund/membership and major donor programs, branding, fundraising staffing, board, and/or web site.

How Do We Determine the Goals?Consider: capital campaign goals include, but are not limited to the money targets.

The Feasibility Study involves visiting current and past major donors, foundation officials, influential community leaders to test the idea and gauge potential interest.

Tips for setting the money goal: Ability to raise the amount (donors are close and willing). Consensus among leadership (staff and board and volunteers and closest donors) You can name names. Plan the number of gifts (which drives the number of asks). About: 1/3 from 15

gifts. Next 1/3 from 75-100. Include the cost of fundraising, maintenance. Include planned gifts.

Prep

Readiness AssessmentCapacity-building • StrategyFeasibility Study • Case for Support

Pre-Campaign

Plan CampaignChairsFinancing

Quiet Phase

Board and Leadership Gifts Engage Volunteers • Implementation Construction plans

Public Phase

Launch and Groundbreaking Events • Right-sized and Grassroots GiftsConstruction • ImplementationChallenge Grant • 80% Plateau

Completion

Bookend Gifts • Acknowledgement and CelebrationRibbon-cutting Ceremony • Momentum and FutureCollect on Pledges

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For additional info: http://www.raise-funds.com/1998/12-things-you-should-know-about-setting-a-capital-campaign-goal/

Four Essential Elements in a Capital CampaignThe Case for Support.Leadership (leading in contributions and in fundraising).Prospects (ability, belief, connection).The Plan.

Watch OutDanger signs: • Missing a compelling vision and conversation• No champions (slow or no leadership gifts) or not enough helpers (askers)• No real, honest planning or feasibility study• Unrealistic plan• Narrow constituency – not enough people to care• Lack of organizational and donor management systems • Starting before it’s time (e.g. announcing before you’ve raised at least 25%, selling bricks before the leading gifts or financing are secured)• Losing momentum (watch out for the 80% there mark)

The Campaign Opportunity: Seven Key Questions (Kresge Foundation)

DREAMS

CONSERVATION PLAN

STRATEGIC PLAN

FUNDRAISING PLAN

FEASIBILITY STUDY

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Any nonprofit organization considering a major campaign wants to achieve its fundraising and operational goals. Nonprofits that take full advantage of the opportunity presented by a capital campaign will grow stronger in terms of leadership and community support. In planning your campaign, you may wish to consider the following questions:

1. Do you have board leadership to bring the campaign to the public? Are they leading with their own gifts? Are these the largest gifts they have ever made to your organization? Are they volunteering in the campaign effort? 2. Will you consciously plan to find new trustees during the campaign among donors and volunteers? Will more people consider it an honor and privilege to serve on your board?3. During the campaign, will you build a larger support base of private giving to address annual operating needs? Will you be able to change the mix of revenues that support your organization? Will you find new donors among foundations, corporations and, most important of all, among individuals during the course of the campaign?4. Will the public get to know more about your organization and its programs during and after the campaign?5. Do you plan to establish a formal development program or expand your existing advancement program? Will you hire new staff to oversee responsibilities in this area?6. Do you have a plan for sustaining the support gained during the campaign after it is concluded?7. Will more people seek services from your organization after the campaign? Will more people want to serve your organization as volunteers?

For Check-in and Discussion:

Where are we ok now?

Where do we need work?

What are the clear 1-3 next steps?

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