Transcript Slide 1
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
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
[email protected]
Barbara Maduell, CFRE, Senior Consultant
[email protected]
(800) 275-6006
www.collinsgroup.com