What is a Capital Campaign?

A capital campaign is a targeted fundraising effort that takes place over a defined period of time.
Capital campaigns are one of the most impactful methods to achieve a large, often long-term goal

Capital Campaign Components

  • Planning.

    The planning phase includes:
    o A feasibility study
    o Identify your team
    o Establish a SMART Campaign Goal
    o Set a strict deadline
    o Determine your budget
    o Create Marketing Plan (See Other Side)

  • Quiet Phase.

    The quiet phase focuses on your largest donors and prospects. This phase is a great time to leverage your board members’ fundraising efforts and contacts. This phase is generally where you'll raise 50-70% of your funds.

  • Kick-Off

    The kick-off phase marks the launch of your campaign. After several quiet months, it’s time for a launch party!

  • Public Phase & Marketing

    The public phase is the time to reach out to your community! Share your story loudly and often – tell everyone that you’re nearing the finish line and it’s time to help out. This is where matching donations come to life, friendly community competitions arise, and marketing is key!

Capital Campaign Team Members

  • Board Members

    What is their role?
    You can see them heavily involved in the daily planning and execution of the campaign. Don’t be afraid to involve them in the big picture planning as well.

    Why are they important?
    Boards are crucial, especially in the quiet phase, with the approval of expending money and other resources. They are also helpful when brainstorming and securing larger gifts.

  • Staff

    What is their role?
    Capital campaigns often enlist the help of major gifts officers, prospect researchers, volunteer coordinators, event planners, and marketing coordinators among others to bring their unique expertise to the table.

    Why are they important?
    The success of the campaign increase with key players being behind the efforts of the project.

  • Volunteers

    What is their role?
    The biggest thing in this section is realizes that volunteers make up the majority of your team.

    Why are they important?
    Volunteers make the campaign come to life!

  • Campaign Chair

    What is their role?
    Your     chair is arguably the most crucial team member. We suggest considering to make your chair someone who is heavily involved in the community. Keep in mind, they will be the face of the campaign and will more than likely be in charge of overseeing your committees.

    Why are they important?
    They can set the stage by contributing an early major gift, and they can also most effectively promote and advocate for your campaign.

  • Planning Committee

    What is their role?
    Planning committees should consist of 10 to 15 people. They will help bring in new perspectives fo the campaign and help provide structure to execute the campaign.

    Why are they important?
    The planning committee will be a vital part of creating structure to the campaign and will be the force that will make sure things are rolling in the right direction.

It’s time for outreach!
Here are some tips to get you out the door.

  • 1. Start With Your Easy Wins

    Approach those you know best. Research and prepare for all calls and meetings. Don’t wing it – strategize with your team and share the same message with everyone.

  • 2. Be Specific and Transparent

    People want to know who and what they are supporting. Don’t let a “no” get you down! Be genuine, your relationship with donors is built on trust and authenticity.

  • 3. Say Thank you!

    Don’t miss an opportunity to show your appreciation or involve your donors as volunteers. Continue to share updates and let them know what their gifts actually helped accomplish.

How to
Market Your Campaign.

1. Create a marketing plan.

Capital campaign marketing plans typically play vital role in the long-term campaign of    the organization and therefore should be directly related. Make sure to have clear and concise goals, lay out a plan of how you will achieve them through various platforms.


2. Identify your audience.

Remember your three main audiences: Donors, Public/Community, Alumni. Explore the platforms your audiences are engaging with you on. 


3. Write down their questions.

Marketing capital campaigns should answer questions that come from your audience and ones you can anticipate. Assemble focus groups, Let them know you listen to them. This will help you create your campaign messaging.

4. Craft messaging for your campaign.

Think creative! Talk about your campaign in relatable and compelling verbiage. Tell people why you need their support and how you plan to achieve your goal!

5. Produce unique design elements.

Put your message into action! Use brand colors, customized and consistent typography, and unique layouts to complement your campaign.

6. Create Digital Presence 

Think social media and website presence. Ideal pages; homepage, ways to give, scholarships, about page, campaign details, campaign news and events.

7. Use the power of print.

Traditional media is still alive and well. Utilize print media to get the word out about your campaign and to give updates! (personalized letters, newsletters, newspaper, etc.)

8. Track and Analyze 

  Track your progress with social media analytics, funds, delivered messaging, engagement.