How to Get Ready for a
Capital Campaign
Kate Roosevelt, CFRE, Vice President
Barbara Maduell, CFRE, Senior Consultant
The Collins Group
PNAIS Institutional Leadership Conference
October 26, 2008
A Capital Campaign…
• Accomplishes more than just raising
money and
• Is fueled by purpose and passion
Benefits Beyond the Project
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Transform your school
Raise the bar for volunteers and staff
Enhance philanthropic culture
Expand annual fund
Reconnect with alumni and alumni families
Pride and legacy
A Definition that Will Serve You Well
Capital Campaigns = Capitalization of
community values through your program
Campaigns Are Not for the Faint of Heart.
Do You Really Need To Do It?
“YES!”… if:
• Mission depends on it
• The “new future” is sustainable
• Board members will set the pace in giving (20% of the goal)
• Passionate school leadership makes a campaign their top priority
Five Keys to a Successful Campaign
 Clear plans that meet urgent needs with specific
outcomes
 Identifiable donor prospects from the inside out
 Professional leadership and buy-in from the top
down
 Experienced, supported fundraising staff
On the Other Hand…Potential Land
Mines
School community doesn’t embrace plans
Limited due diligence – surprises as you get into the
project and budget creep
Lack of confidence in leadership
Limited trust and development of “insiders” and
“outsiders”
Lack of volunteer leaders willing and able to lead
Land Mines, Continued
 Too few donor prospects willing to make stretch gifts
 Inexperienced, stretched fundraising staff
 Aggressive goal not supported by research
 Poor campaign plan
 Unexpected surprises
The Role of the Board of Trustees, Part I
The board as a whole:
• Ethical Stewardship
• Resource Management
• Quality Control
• Fiscal Oversight
The Role of the Board of Trustees, Part II
Personal roles:
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Personal investment
Connect the school
Advocacy
Get Involved
Guide fellow donors
The Board’s Bottom Line
• Campaign Committee and staff run the “day-to-day”
• Board is legally responsible for the future of the school and
its fiscal integrity
• This board will go down in history as providing the
leadership to move the school forward to a new level of
excellence
The Role of the Head of School
• The bottom line:
• Set the course – vision, strategic objectives
• Allocate necessary resources
• Inspire and support professional and volunteer leaders
• The return:
• You will go down in history as providing the leadership to
realize your school’s vision
Where the $$ will come from:
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Parents
Alumni parents
Grandparents
Community friends who share your program’s vision
The best way to ensure success
is to
PLAN!
Lifecycle of a Capital Project and Campaign
Planning/
Planning/
Vision
Vision
Feasibility
Feasibility
Study
Study
3 months 3 years
4-5 months
Outcomes:
 Vision/
Mission
 Plans:
Strategic
Business
Program
Development
 Project
definition
Outcomes:
 Feasible goal
 Key messages/
positioning
 Leadership
prospects
 Support and
strategies
 Req. for staffing
and systems
 Campaign plan
and timeline
 Potential
roadblocks and
solutions
Decisions
Decisions
Ramp
Ramp Up
Up
Capital
Capital
Campaign
Campaign
2 weeks 2 years
6-9 months
12-36 months
Outcomes:
 Finalize
project plans
 Recruit initial
volunteer
leadership
 Strengthen
internal
readiness
 Adjust timeline
 Secure early
gifts
 Board
resolution
Put Into
Place:
Active
Fundraising:
 Project definition
 Strong case for
giving
 Leadership
 Campaign plan
 Donors
 Timeline
 Staffing and
systems
 Communications
plan
 Board gifts to
launch campaign
 Stewardship plan
 Tiered
fundraising
Vision
Vision
Complete
Complete!!
Outcomes:
 Celebration!
 Facility open
 Endowment
Lead gifts
Major gifts
Initiated
Community gifts  New and/or
expanded
 Multiple
services
strategies
 Organization at
Personal
next level
solicitations
 Mission
Grant writing
enhanced
Special events
Planning/Vision: Three months to three years
Solid Planning can save 2+ years on your campaign
Outcomes
• Vision/Mission
• Plans: Strategic, Business, Program, and Development
• Project definition ~ 80 percent complete
Mission/Vision/Strategic Plan
• Mission: clarify the purpose that distinguishes your
program
• Outcomes-based Vision: who you as in institution
want to become
• Strategic Plan: the roadmap to your vision, including
evaluation matrix, benchmarks, accountability and
cost of implementation
Business Plan
• Create measurable steps (3-year pro forma) for
funding your expanded program:
 What will a campaign project pay for? (uses)
 How will the project be paid for? (sources)
 Where will the $$ come from?
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Reserves
Campaign
Tuition
Enrollment
Financing – short- and long-term
Project Definition
• Define program plans: quantify what will be better
• Determine facility requirements – master planning
• Gather initial cost estimates
• Secure site or develop selection plan for future
implementation
Feasibility Study: Four to five months
Outcomes
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Feasible goal
Key Messages/positioning
Leadership prospects
Giving Potential
Internal Readiness
Campaign plan and timeline
Potential roadblocks and solutions
Decisions: Two weeks – two years
Outcomes
• Finalize project plans and budget
• Recruit initial volunteer leadership
• Strengthen internal readiness
• Adjust timeline
• Secure early gifts
• Board resolution to move forward
Ramp-up: Six to nine months
Essential building blocks
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Project definition
Strong case for giving
Leadership
Campaign plan
Donors
Timeline
Staffing and systems
Communications plan
Board gifts to launch campaign
Stewardship Plan
CAPITAL CAMPAIGN: 12-36 months
Active fundraising from key constituencies
 Tiered fundraising
• Lead gifts
• Major gifts
• Community gifts
 Multiple strategies
• Personal solicitations
• Special events
o Phone and/or email/mail
o other
Vision Complete!
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Celebration!
Facility open or endowment growth
New and/or expanded programming
Expanded Annual Fund
School at next level of maturity
Mission enhanced
How to Choose a Consultant
• Review Giving Institute guidelines:
http://www.givingusa.org/choose_counsel/
• Send an RFP to at least three reputable firms
• Interview consultants
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Scope of work
Cost
Experience
References
Personal and organizational “fit”
Resources
Books
• Capital Campaigns, Stuart Grover, Ph.D.
• Preparing Your Capital Campaign, Marilyn Bancel, CFRE
• Conducting a Successful Capital Campaign, Kent Dove
Web
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Grassroots Fundraising Journal – www.grassrootsfundraising.org
Giving Institute/Giving USA Foundation – www.givingusa.org
Association of Fundraising Professionals – www.afpnet.org
The Collins Group www.collinsgroup.com
Thank you!
For more information, please contact:
Kate Roosevelt, CFRE, Vice President
kater@collinsgroup.com
Barbara Maduell, CFRE, Senior Consultant
barbm@collinsgroup.com
(800) 275-6006
www.collinsgroup.com