The NonProfit Times - The Leading Business Publication For Nonprofit Management

The old saying goes, you need to crawl before you can walk. And now you have to walk through many best practices steps before you can make a mad dash toward your capital campaign goal on top of the thermometer.

For a capital campaign to run, organizations need principles to stand on, according to Charles G. Lewis, senior vice president of development, marketing and public affairs at Lehigh Valley Hospital and Health Network (LVHHN) in Allentown, Pa.

He shared how nonprofits should start during the recent Fundraising Day in New York. Those 11 steps include:

Create a compelling support case. Be ready and willing to give your donors reasons for giving. LVHHN explained that donations elevated the healthcare quality it was able to provide and that the level of care required innovation and investment.
Leadership commitment. Get your leadership behind the effort. You will need support, time and energy from senior management and the Board of Trustees to sustain the campaign.
Stakeholder-driven effort. While working with a fundraising company certainly helped, LVHHN created volunteer teams of key stakeholders, such as senior management and employees. Find those most passionate about your cause and enlist them in the fundraising effort.
A series of “mini-campaigns.” These campaigns should think about the donor’s interested and capabilities strategically.
Focus on leadership gifts. The majority of the donations raised will come from relatively few donors. Focus on those donors who can make the greatest effect.
Take a phased approach. Don’t start asking for major gifts and $10 donations at the same time. Solicit major donors before even announcing the campaign.
Appropriate solicitors. Evaluate who will make the ask based on donor connections and beliefs.
Specific gift requests. Don’t let the donors take the reins right out of the gate. Discuss what is expected of the donor’s gift and how that equates to the overall goal.
Create a campaign atmosphere. Keep everyone excited about the campaign and maintain the urgency to raise funds.
Public relations. Campaign news was seamlessly integrated in the public relations communications, both internally and externally.
Long-term versus short-term. A well-conceived campaign can positively affect overall fundraising programs, prospect participation and gift levels. But make sure long-term goals aren’t pushed to the side for short-term success.

This article is from NPT Instant Fundraising, a publication of The NonProfit Times.