It seems a risky time to launch a capital campaign, yet many successful nonprofits will reach the point where it makes sense for them to move to a new level of service regardless of the economic conditions.
Has that time arrived for you? I have worked for three different nonprofits when the time came for them. Each time, there was a mixture of anticipation and panic. Making a wish list for each campaign was fun, but organizing the effort seemed elusive. And these campaigns were during good economic times!
If I had to do them over today, I’d do things a little differently.
1. I would allow more time to get ready.
Few operating nonprofits are able to retain a Board whose members are connected, experienced and savvy enough to conduct a successful campaign. These new members need to be recruited, and that takes time. Present Board members need time to determine if they are willing to give the support and effort required for campaign success, or if they instead would prefer to gracefully step aside to make room for new members who can. This takes time, too.
2. I would be sure our own house is in order.
Thoughtful campaign donors will ask to see the strategic plan and/or the master plan for growth. These donors are used to examining a company’s prospectus before making an investment in the for-profit sector. They like to see something similar before making a large gift in the non-profit sector. And we want to be sure to include detailed, accurate estimates of costs for each stage of our planned growth, especially in this economy.
3. I would treat our internal feasibility as importantly as I treat the external measure of community support from the feasibility study.
Is there whole-hearted agreement between the staff and Board about our expansion plans? Can we describe the valid and urgent needs for the funds we are seeking? Can we dramatize these needs easily and effectively for emotional appeal as well document their importance? Does our website and social networking presence leave our viewers with a strong, positive and professional impression of our organization and its mission?
4. I would engage a competent consulting firm to assist us as early as I can.
A firm who has operated in your area will have a good grasp of who might be a good campaign Board member for you and may be able to assist in her/his recruitment. Such a firm should also offer internal readiness services as well as effective feasibility study services and campaign direction if desired. Their objectivity is helpful as well during a time when strong opinions and emotions are being expressed internally.
5. If it is time to advance the mission, I’d go for it! With careful planning and the help of professionals with good references you will find success!