The Campaign

Webster says a "campaign" is "a series of . . . operations with a specific objective." When you think of a military campaign, you think of a complex variety of activities that all focus on one goal. From scouting the territory to training the troops, from assembling the material resources to planning the charge, from bringing forth the regiment to evaluating the results and rewarding the heroes, every phase of a campaign requires thought, time, and the cooperation of groups of like-minded people acting with a single purpose. A capital campaign has many of the same features, although hopefully a much more positive and enjoyable outcome!

Rules Of Engagement For A Successful Capital Campaign

• Resolve any immediate crises, fiscal or otherwise, before launching a solicitation effort. You can't plan a campaign in the middle of a battle!
• Scout the territory by commissioning an independent, objective, and comprehensive feasibility study.
• Train the troops by orienting your board and volunteers to the goals of the campaign and the techniques needed to achieve them.
• Assemble the resources, the reports, campaign materials, testimonials, and whatever else you will use to bolster your case for support.
• Plan the charge. Strategize the best approach to your prospective donors. Set and adhere to an aggressive but realistic schedule.
• Bring forth the regiment by having key volunteers cultivate and solicit the all-important leadership gifts.
• Evaluate the results of each phase of the campaign and be ready to adapt your strategies to the changing nature of the environment.
• Reward the heroes, both those who give and those who get the gifts that push your campaign over the top. Create plenty of chances to acknowledge and thank your constituents and make sure they can see the results of their generosity in action.

The most important single factor in the success of a campaign is the work the governing body does in preparation for and during the campaign. Their understanding of the needs of the organization, their vision for how those needs can be met, and their unanimous commitment to a logical plan for goal achievement are the best insurance of a positive outcome. Their willingness to make their own generous gifts, and then personally to make the opportunity to give available to others, is "the big gun" in the campaign strategy.