by Brooke Jenkins, Partner
At the beginning of a fundraising campaign, there is both excitement about fulfilling a vision and anxiety about making it to the finish line. As consultants to nonprofits, schools, and institutions of higher education, we help clients set themselves up for success by staying focused on the CORE FOUR components to effective campaign fundraising:
1. COMPELLING GOAL & CASE FOR SUPPORT: Set an inspiring, achievable campaign goal and develop compelling messaging to describe the need for funding, the impact, and how the donor is vital to making this impact. A thorough goal-setting process to define priorities and dollar amounts followed by a feasibility study to refine goals and messaging will introduce potential donors to the project in a meaningful way.
2. PROMISING PROSPECTS: Focus on individuals and organizations whose interests are aligned with or who have connections to your organization. To uncover the promising prospects who are likely to be interested in your campaign goals and have personal connections to your leaders, use wealth screenings coupled with prospect list review sessions among volunteer and staff leaders.
3. ENGAGED LEADERS: What’s the number one reason donors give? Who asked them. That’s why engaging volunteer leaders who are passionate about your mission can be transformational in raising big gifts and broadening your donor pool. Supporting these volunteers with fundraising training and regular check-ins empowers them to be the most effective ambassadors for your organization.
4. STEWARDSHIP INFRASTRUCTURE: Thanking, recognizing, and updating donors and volunteer leaders on the impact of their support not only shows your appreciation for their role in a campaign, but also cultivates them for long-term engagement with your organization. Make sure you have the policies, processes, and people power in place to carry out this important ongoing stewardship.
A campaign is an extraordinary journey. If you dedicate time and resources to campaign planning and implementation, the journey can transform your organization with enhanced program offerings and broader community support – ultimately improving the lives of those you serve.