Ten Tips to Ready for a
Special Campaign
April 28, 2015
Who are we?
Barbara Maduell, CFRE
Senior Consultant
• 25+ years in the field
• Clients in all sectors, strong focus on education and youth
• Passionate about meeting organizations where they are
Amy Brown, CFRE
Senior Consultant
• 20+ years in the field
• Specializes in major gifts, campaign planning and donor relations,
primarily in Oregon and SW Washington
• Campaigns of $1 million to $39 million
© Collins Group, a division of Campbell and Company
Building on your good work!
4
If you remember one thing…
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
A working definition
Special Campaigns
capitalize community values
through your program
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
It’s not about you
“Donors do not give to organizations because
organizations have needs; they give because
organizations meet needs.”
- Kay Sprinkel Grace
Beyond Fundraising
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
What successful campaigns
accomplish
• Transforms program
• Develops leaders
• Builds culture of
philanthropy
• Increases visibility
• (Re)ignites supporters
Potential pitfalls
• Community doesn’t
embrace vision
• Limited due
diligence
• Lack of volunteer
leadership
• Too few donor
prospects
• Staff not prepared
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
Why campaigns succeed
Tip #1: Invest in planning
Dev
Financial
Program
Master
Strategic
Tip #2: Build brand awareness
•
•
•
•
Identity
Niche
Audiences
Impact
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
Tip #3: Develop the campaign
promise
• Lead with vision
• Why, vs. what
• Donor’s point of view:
•
•
•
•
Context
Urgency
Community benefit
Difference philanthropy makes
Tip #4: Engage board and staff
• Board “owns” the campaign
• Educate about campaign “how-to”
• A role for everyone
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
Tip #5: Find your champions
• Focus on the first few
• Identify staff experts
• Look beyond the board
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
Tip #6: Prepare the CEO
•
•
•
•
•
•
Time and resources
Voice of optimism
Training and coaching
Natural partner
Everyone’s peer
Campaign =
organization’s #1
priority
Tip #7: Include donors at
the table
• Engage donors in planning
• Invite feedback along the way
• Ask donors to identify other prospects
Question or comment regarding the material?
Please send a chat to Collins Group.
If you experience any sound issues, please use the
telephone option. If you still experience difficulties
please call 800-263-6317.
Tip #8: Identify top prospects
•
•
•
•
•
Connection, commitment, and capacity
Rule of 12
90/10
Top down, inside out
Role of research
Rule #9: Invest in a study
•
•
•
•
•
•
•
Credibility
Engagement
Positioning
Feasible goal
Sources of support
Staffing
Timing
Rule #10: Spiff up your systems
•
•
•
•
•
Policies
Procedures and protocols
Recording and reporting
Data management
Alignment with Finance
Bonus Tip #11: Visit with peers
• Ignorance is not bliss
• Successes and
challenges
• What I wish I’d
known…
• How to have fun!
We’re here for you
Barb Maduell
[email protected]
Amy Brown
[email protected]
www.collinsgroup.com
Twitter: @CollinsGrp
© Collins Group, a division of Campbell and Company