Capital Campaigns: Five Expert Insights for Growing Nonprofits

Ready to take your nonprofit to the next level but not sure how? Check out these top capital campaign strategies to boost support for your nonprofit.

Your nonprofit organization needs funding in order to carry out its mission. Sometimes, you need a lot of funding in a defined period of time to complete a major project, like constructing a building or purchasing large-scale equipment. If this sounds like your organization, you might be ready to undertake a capital campaign.

Capital campaigns tend to follow a six-phase process: the feasibility stage, the pre-campaign planning process, the quiet phase, the kickoff phase, the public phase, and the final stewardship phase. Each of these steps is crucial, from the behind-the-scenes (feasibility through quiet phases) to the public-facing (kickoff through stewardship phases).

We've pulled together the top insights to help nonprofits run a successful capital campaign. To make the most of your next campaign, consider doing the following:

1. Fortifying your team’s lineup
2. Completing a feasibility study for maximum success
3. Focusing on your communications
4. Seeking methods to amplify your fundraising
5. Hiring a consultant to guide the process

Ready to explore the top capital campaign strategies for growing nonprofits? Let’s dive in!

1. Fortifying your team’s lineup

Growing nonprofits often work with more finite resources, including a smaller team and fewer volunteers. It’s especially important to make sure that your team is prepared for the challenge.

There are a few key players to check in with when planning for your capital campaign:

• board members, who need to sign off on your campaign and play a major role in stewarding major givers;
• staff members, including your development director and major gifts coordinator;
• volunteers, who provide the manpower your campaign needs to succeed;
• campaign chairs, who lead committees and direct your volunteers throughout the duration;
• planning committee, which prepares your team to move into the quiet phase;
• steering committee, which oversees the campaign once you’re in the quiet phase, handling the solicitation of gifts.

Nonprofits that are still building may experience an overlap of staffers and volunteers in particular roles. The important part is that you assign ownership of each role to someone, ensuring that every job is covered.

2. Completing a feasibility study for maximum success

During a feasibility study, your nonprofit interviews key stakeholders in one-on-one meetings and focus groups to assess the support for your upcoming project. These studies allow your organization to set realistic goals and craft stakeholder-informed cases for support— increasing the likelihood of reaching capital campaign goals.

As you learn more about your project's potential through this study, your capital campaign fundraising strategy will start to take shape. Collecting community input will help your nonprofit rework its strategy and improve it so it can be as successful as possible.

3. Focusing on your communications

It’s essential to craft a compelling case for support. This is a clear, concise overview of your nonprofit and campaign goals, conveying why they matter to donors and are worthy of support.

However, a well-built case is only part of an effective communications system. Knowing your stakeholders and why they value your mission is another part. Before asking for a gift, be sure to research your donors so you understand their interests and ability to give. You’ll want to target donors who are passionate about your project and have the capacity to help.

Consider supplementing your written and verbal case with other communications tools including pledge cards, brochures, and your website. These tools make it easy to give once you’ve won your donors over with a compelling message.

4. Seeking methods to amplify your fundraising

It’s imperative to make the most of every donation coming your way. There are a few different ways to amplify your fundraising efforts beyond those gifts made by your supporters.

• Matching gift programs: As discussed in Double the Donation’s guide to corporate matching gift programs, companies pledge to match the financial donations of their employees to approved nonprofits. Pairing your matching gift programs with technology— such as matching gift software — can help make the process of finding eligible companies smoother.
• Sponsorships: This is where a company gives a large sum to your capital campaign project, gaining a public association with your nonprofit and project in return.
• Grants: These are packages of financial support given by foundations, corporations, and sometimes government entities that support a nonprofit or a specific project. They’re often contingent upon your organization reaching its own agreed-upon fundraising goal.

To access these opportunities, you must actively seek them out. That means educating supporters on corporate philanthropy opportunities, seeking out sponsorships, and actively applying for grants.

5. Hiring a consultant to guide the process

For additional support, consider hiring a fundraising consultant to help navigate the process.

A nonprofit consulting firm can help you find and train board prospects, complete a feasibility study, and inform the high-stakes major gift solicitation process. A relationship with the right consultant can be beneficial for years to come, so it’s important to be thorough when researching potential teammates.