Even if you have a huge development staff, you will need a large group of volunteers to implement a comprehensive capital campaign. The right team of volunteers will help you open new donor doors, build organizational capacity, and ensure you will meet your campaign goal. Many a conundrum has developed in a campaign because of ineffective leadership. From campaign chair to committee/team chairs to your committees/team members, you must recruit capable, faithful, loyal, and committed workers. Encourage these leaders to own your campaign. Recruit the brightest and the best volunteers just as you recruit the brightest and the best donors, then train them to help you succeed.

Ron Wellman, Wake Forest University Athletic Director, made this profound statement, “Our mission statement is to excel in everything we do because we have the resources to embrace that. We expect to challenge for Atlantic Coast Conference titles and that in turn will make us competitive nationally.” The secret to Wake’s success? “Hiring good coaches and keeping them,” Wellman says. “If you have that in place, it will be reflected in the teams you produce. Sometimes a team falls short of its coach, but I’ve never seen a team outperform its coach .”

By the same token, it will be difficult to outperform the quality of the volunteer leadership dedicated to your campaign effort. Use the Wake Forest model. Recruit wisely and empower them to help you perform your campaign tasks.

We have worked on a campaign with more than one hundred campaign volunteers and one that recruited and trained two hundred volunteers. These volunteers all had job descriptions and functioned under the able leadership of good advancement staff and very engaged volunteer leadership.

Steve Wilson, the advancement director at Lakeland Christian School (LCS), reflected on his successful campaign, “Pat, we have great material, a good plan, excellent training, and mentoring by the Timothy Group but the key to our success is our campaign leadership. Your Timothy Group campaign manual provided comprehensive job descriptions for our campaign volunteers.” We identified several key volunteers in their pre-campaign study, but Steve handpicked his leadership team. “We have recruited committed community leaders and they are winners,” Steve said. “They have not failed in their lives and businesses and will not allow our campaign to fail. These people have placed their personal and professional reputations on the line with us, and their names are printed in the campaign material.”

The LCS campaign was very volunteer-driven, not just staff-driven. They used three different volunteer campaign leaders to make financial requests for three separate seven-figure gifts. For Steve, it has been all about recruiting the right leaders and inspiring them to not just talk about the campaign but to get active and make it happen. These trained, empowered volunteers took ownership with Steve and headmaster Dr. Mike Sligh for their capital campaign success.

For more guidance about choosing the best and the brightest volunteers, contact Pat at pmclaughlin@timothygroup.com.

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

[vc_row][vc_column][vc_column_text]A foundation agreed to underwrite a pre-campaign study for a college and asked us to call the president and chat about our capital campaign services. I called and got the president’s voicemail message saying he was out of the office on donor visits. My next attempt also failed because the president once again was making donor visits. When we finally caught up, I commended him on his performance, he merely stated, “I was just out doing my job.” I loved it. Remember the fundraising adage, “See the people. See the people. See the people. And see what God will do!” Prior to a campaign, this president was out in the field calling on donors, building, and enhancing relationships.

If you are the CEO, president, executive director, or head of school, you must become the number one fundraiser in your organization. Major donors want to talk with the boss. The larger the gift requests, the more you need to be involved. Major donors ask major questions, which is how they got to be major donors. Your major donors, foundation directors, and business owners who will potentially contribute to your capital campaign want answers about your outcomes and to hear your vision for the future. They want to sit across the table, look you in the eye, and decide, “Do I trust this person will do what they say they plan to do?” Major donors make their giving decisions based on their confidence in your leadership.

One of the first things Bill did as new head of school was to have lunch with John, the former head of school. They talked about the school’s history, challenges and opportunities, and John’s opinion about where the school was and where it could go. John wished Bill well and offered to help any way he could. Bill responded, “John, the greatest help you could give me would be to introduce me to all the former board members.” John was surprised, but Bill was serious. So, John diligently scheduled breakfast, lunch, and coffee with twenty-seven former board members over the next six weeks. Those conversations started some key relationships with major donors who eventually supported the next capital campaign.

When major donors ask tough questions, they expect answers. Most CEO’s must be involved in the four R’s of your advancement plan: Constituent relations; public relations (branding); student or volunteer recruitment, and fundraising. Your leadership in these areas will encourage your entire organization and set you on course for a conundrum-free campaign.

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.[/vc_column_text][/vc_column][/vc_row]

Capital campaigns are comprised of two very different but equally significant parts: the private mathematics of the gift chart (fundraising) and the public mechanics of momentum (good will).

As the graphic below demonstrates, campaigns often break down into thirds. In a perfect world and in a conundrum-free campaign, your gift chart and giving would show one third of your gifts given by your top ten donors, one third by the next one hundred donors, and the remaining third by the rest of your donor base.

Some years ago at a national seminar, a man asked me which is more important in the overall development/advancement campaign process, fundraising, or public relations (the generation of good will). Great questions require great, or at least good answers. In a teaching format, I often answer a question first with another question. I believe this helps those asking grasp what the real question is, allowing deep learning to take place. Many times, they end up answering their own question.

So here was my response: “Which is more important to a bird in flight, its right wing or its left wing?” The man immediately complained that I didn’t answer his question. But I did answer his question with this further reply: “For the bird, it depends on the wind, the weather, the path of flight (up or down), if the bird is tired, etc.” Similar factors can have an impact on a campaign. Is it early or late in a campaign? Is the communication strategy clear? Are you addressing all the appropriate target audiences? Is the mission and vision of the organization foremost in the mind of the donors?

Just so you don’t accuse me of dodging the question, here is my answer in plain English. Both fundraising and public relations are very important for capital campaign success. The two factors, however, will have differing degrees of importance, depending upon what stage you are in the campaign timeline (the quiet/leadership phase or the public phase). Your organization should communicate differently to your top one hundred donors than the rest of your donor file. The message will remain the same for both fundraising and goodwill, but your methodology will vary. Public relations through personal visits versus indirect contact through mail, email, and telephone build a stronger foundation for fundraising. Good news is communicated to your entire donor base, but bad news (campaign delays, no’s on large requests, etc.) is usually communicated to those who have already made large investments.

Communicate with your major donors like investors, not like customers or participants. If you had eggs and bacon this morning for breakfast, here’s an analogy for you. The hen was a participant in your breakfast, but the pig was an investor. You must give the right information to the right donor segments to maintain good will in your campaign. This is where outside consulting help is a great investment. After hundreds of successful campaigns, we have been there and done that. We know how to help you effectively communicate the right message to the right audience at the right time. Conundrum-free campaigns carefully plan for both fundraising and good will throughout your capital campaign (two, three, four, or five years).

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

A successful capital campaign starts at
the top of your donor pyramid, not at the
bottom. Challenge your brightest and best
to commit first. A bottom-to-top campaign
is a conundrum in the making. You must
invite your major donors to set the pace
with their leadership-size gifts.

Moses led around three million people out
of Egypt, give or take a few thousand. God
gave instructions to Moses for building the
tabernacle. In Exodus 25, Moses asked those
whose hearts were willing to give. He
started at the top by asking for gifts of gold,
silver, and bronze. I have a sneaking
suspicion that Moses and Aaron understood
this campaign principle. I believe they were successful
because they asked those key donors with the resources to make their commitment first and then invite their friends and traveling companions to join them.

NEWS FLASH! This is still the way great campaigns are conducted today. The number one reason people give is because of who asks. There is a relationship between the asker and the one being asked. Good news. We are still a relational society and high touch still works. It is sometimes much easier for a major donor to invest dollars in your campaign than time, but you need both. Think about your campaign from the salesperson standpoint. Who do major donors hang around with, vacation with, golf with, and live near? The answer is obvious—other major donors. They are often people of affluence but are also people of influence.

We are involved in a campaign now where a major donor flew his personal plane to another state to invite a very close business friend and investor to match his own million-dollar gift. He said, “I believe I have enough skin in the game to ask my close friend to join me in this campaign.” He went on to say that he had helped his friend build equity in his business that had just sold for more than $50 million. This donor transitioned from customer to salesperson. Ask your major donors to invest their time, talent, and treasure (skin in the game) in your campaign and invite others to do the same.

If  you would like to learn more about how to engage your major donors to give and get their friends to give, email Pat at pmclaughlin@timothygroup.com.

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

This is article 7 of 12 on Capital Campaign strategies, click here to read Pat’s previous articles.

Somehow, we have lost sight of “high touch” in our high-tech society. The most popular method of raising funds is direct mail because it can be cost effective and easy. Direct mail can saturate a large segment of people, communicate a compelling story, and make a credible request for funding. But direct mail is impersonal and rarely builds the depth of relationship required for a six- or seven-figure gift. Imagine how challenging it would be to only communicate with your potential spouse through mail or email. The relationship can only go so far without personal contact. My point is that you will find it very difficult, if not impossible, to conduct a capital campaign by direct mail, email, or your website.

To clarify this point, here are the close ratios for the most popular methods of fundraising practiced in the US and Canada.

Do you want to be successful with your capital campaign? Here is a very simple 4 “C” formula. See the people. See the people. See the people. And see what God will do!

One major donor ask in a capital campaign can produce more gift income than an entire year of direct mail. One well-prepared major donor prospect can provide the momentum to either catapult a campaign from its beginning (quiet/leadership phase) or provide the final gift to create a fulfillment celebration. Getting personally acquainted with your high-capacity donors will make a significant impact on your capital campaign. If you want to be successful with your campaign, invest the time and money to personally get to know your major-donor prospects and suspects.

Cultivating major donor relationships doesn’t have to take years. Having a board member or donor introduce you to their circle of friends cuts down your relationship-building time. Ask a friend to host a small friend-raising gathering in their home. These informal events are great ways to meet new potential donors and share your ministry story.

A Remarkable Story

Jeff, a board member, invited a few friends to his home to introduce them to the great work a of a local rescue mission. The mission had launched a capital campaign to remodel an apartment building for their women’s transitional housing program. Only four couples attended—it’s not how many who come, but who comes.

Jeff welcomed everyone and shared why he and his wife were involved with the mission. He introduced the executive director who spoke briefly about the mission’s history, vision, programs, and impact. Then the director introduced the women’s shelter director who began her presentation with this stunning statement, “I spent 17 ½ years of my life behind bars.” Instantly, she had everyone’s attention. She shared her compelling conversion experience and how God had totally changed her life.

This donor briefing would have been successful, had it stopped right then—but there was more. The women’s shelter director introduced Teri, a beautiful 23-year-old woman who had made some bad choices, landed in jail, and temporarily lost custody her two young children. Upon her release from prison, Teri enrolled in the mission’s transitional shelter program where Jesus Christ miraculously transformed her life. She regained custody of her children and was ready to start over with the joy that can only be found in Christ.

At the end of her testimony, there was not a dry eye in the room. The executive director closed the program by asking guests to fill out a response card indicating when they might be available for a follow-up conversation. The hostess offered coffee and dessert, and everyone enjoyed a time of fellowship. Immediately, two couples asked if they could tour the facilities and scheduled appointments right then.

One older man named Richard made an interesting comment, “You know, the symphony visits often and asks for $25,000 for this project, and $25,000 for that project, but they aren’t changing lives like your program.” This gentleman was on the rescue mission’s prospective donor list, but the executive director had never met him because he couldn’t get past his administrative assistant. That night, Richard became a friend of the ministry—because a friend invited him.

There is no magic formula for building your donor base. The best strategy is friends sharing with friends. The rescue mission connected with four new friends at this briefing without using a PowerPoint presentation, video, or a 4-color brochure. They just simply shared a powerful story of how Jesus Christ was impacting lives through their ministry.

Take the time to cultivate relationships with your major donors, it’s worth every minute!

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

A successful capital campaign is a series of small, individual campaigns customized for ten to one hundred of your most capable donors. If you have not caught this yet, catch it now. Major donors can and will carry the day in your capital campaign. Bigger dollars add up faster. Five-figure gifts are very important to any campaign; six-figure gifts are even more important. But seven-figure gifts really get you rolling toward campaign fulfillment.

Lakeland Christian School in Florida had never received a seven-figure gift. They created a strategic ministry plan, starting with defining their preferred future―what they wanted to build to ensure and enhance their future. There was some rolling of the eyes, and then they jotted down some huge numbers, almost ten times their previous campaign goal. The next step was to conduct a pre-campaign study to identify who might be able to give at the six- to-seven-figure level. They identified, asked for, and secured five seven-figure gifts and several six-figure contributions. Steve Wilson, the advancement director, and the campaign team secured two gifts of $2,000,000; three gifts of $1,000,000; two gifts of $500,000; and three gifts of $250,000. That is a very strong top-ten donor list!

Steve, headmaster Dr. Mike Sligh, and the campaign team did an excellent job of creating a series of small mini-campaigns designed specifically for select high-capacity donor prospects and suspects. Steve personalized some individual proposals to the point of even including the names of children and grandchildren. He even got inspired one evening and, by burning the midnight oil, created a personalized naming opportunity for a brand new million-dollar-capacity donor. The proposal called for a naming opportunity for the donor and a very close friend who had helped him make millions in their joint business careers.

Steve and his team of volunteers are still soliciting gifts in the high six- and seven-figure category. He continues to look at ways to get specific in each of those major-donor requests. Steve understood this principle and worked it to near perfection. He is very willing to vary the pitch. No conundrums in their campaign!

In your pre-campaign study, your top ten donors should account for one third of your campaign goal. Ask the tough questions upfront. Who are those donors? How well do you know then? Can you call them and schedule a personal appointment in a week or so? Treat each major-donor prospect and suspect as a mini-campaign. Define their hot buttons and invite them to give in their areas of interest and passion. Clearly define in their individualized proposals what you have determined excites those major donors and causes them to “pound the table” with excitement. Now this all assumes you have those major-donor relationships. If you have not built and enhanced those relationships, you may need to identify that potential campaign conundrum. Back up, extend your campaign planning a bit, and build those relationships. Look at who personally knows those major donors and can connect you. Practice the six R’s of major donor strategy: Research, Relationship, Request, Recognize, Recruit, and Report.

1. Research. Who do you know? The top ten gifts to your campaign will most likely come from donors who have had long term relationships with your organization. Dig into the donor list to uncover hidden donors. Namestorm a list of church members, Christian business leaders, and family members who could give if they understood the opportunity. When you have identified your individual prospect, research everything you can about their giving interests and connection to your ministry.
2. Relationship. Donors need time to consider a gift. Building donor relationships is a marathon, not a sprint. That’s why it’s imperative to start now. You don’t ask someone to marry you on the first date. Has your prospect been properly cultivated for this ask? What information do they need about your organization to make an informed giving decision? How can you draw them closer to your mission and vision? Who else from your organization should your prospective donor meet?
3. Request. Major donors want to know what you want. Ask for a specific gift based upon the donor’s interests. Think about why you are asking for money in the first place. Reconnect them with your organization’s mission and why you are involved. Your passion and commitment for the cause is one of the most important influences on your prospect. Share personal impact stories your ministry has made in the lives of those you serve. Focus on the benefit, the impact, and vision.
4. Recognize. It’s critical that donors be thanked appropriately and often. Regardless of their response follow up within 24 hours with a handwritten thank you card. If they committed to an amount, send a confirmation letter. Remember, securing a successful gift is a combination of the right person asking the right prospect the right amount for the right purpose and in the right way.
5. Recruit. Expand your donor development team by asking your current donors to identify others who could join them in partnering with you. The strongest asks are peer to peer. Would your donor open the door to his or her circle of influence? Would they become a champion for your cause? Would they host a donor gathering in their home and invite friends to hear a presentation?
6. Report. Some organizations take the gift and never talk to the donor again. Silence is a critical error. Continue to update donors on your progress. You should steward your donors with seven unique touches annually: a visit, a tour, prompt thank yous, personal stories about your successes, newsletter, annual report, personal calls, etc.

   Your campaign will move forward one conversation at a time. Focus on your key donors and present your giving opportunity with confidence.

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

This principle clearly articulates the biblical truth that without vision the people perish. (Proverbs 29:18, KJV) Wow, pretty tough revelation. Do you think Solomon, who was one of the wisest men who ever lived, is saying that without vision we are going to die? Well, yes, as a matter of fact that is exactly what he is saying.

Major donors in the US, Canada, the United Kingdom, and New Zealand—all places where we have worked and conducted capital campaigns—want to fund vision. Most major donors who have the capacity to give big dollars have no interest in funding the past (debt service), and frankly, most do not have much interest in helping you fund the present (annual/operational) budget. Our experience and research indicate that major donors want to help you make a difference in the future (your organizational vision). I shared this concept in my book Major-Donor Game Plan. The quality of your organizational and campaign vision will impact the quantity of your major donor participation.

If the 90/10 rule is a reality (90 percent of your capital campaign dollars may be given by 10 percent of your donor constituency), it is imperative to clearly define and re-define your vision statement. Write it in stone, shout it from the rooftops, and make it known throughout your organization to all your target audiences. Haddon Robinson, former president of Denver Seminary, made this awesome statement regarding vision and how it grasps your constituents.

“Leaders lift people’s eyes to what matters. By bringing the eternal into time they summon Christians to a different perspective. Leaders must not only see the city; they must also talk about it in plain words their followers can grasp and that grasp their followers.”

How high is your organizational vision? Is it high enough to attract major and mega donors who have the capacity to help you achieve that vision? Lay strategy early and share these two elements with all your target audiences: the uniqueness of your ministry (what sets you apart from others), and your organizational vision (where you are going and how you intend to get there).

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.

Come on, Pat, you say. This surely cannot be an overarching principle for conundrum-free campaigns. If your organization does not have a real and felt need to raise capital dollars, then your efforts are going to be a bit like pushing spaghetti uphill. I mean warm, wiggly, soft spaghetti. It is going to be a tough sell to your donor audiences.

As we enter post-pandemic times, there are incredible opportunities for raising funds—no question. There are plenty of resources available in the stewardship/philanthropic marketplace. But there are also plenty of options for donors to invest their dollars. Many donors give to multiple organizations, so their loyalties are often broad.

Perhaps the most critical question you can ask internally is, “What do we really need to fund in our organization right now?” If there is a split second of hesitation in your answer, your capital campaign needs some additional planning. Have you created an internal wants and needs lists? If you had all the financial resources you needed, what would your organization accomplish? Have you asked the right questions of your leadership team, staff, volunteers, key stakeholders, and customers or service recipients? Many capital campaign conundrums are self-induced. We just flat out fail to plan.

Yogi Berra, famed New York Yankee catcher and major league manager is often quoted, “If you don’t know where you are going you are liable to end up someplace else,” and “When you come to a fork in the road . . . take it.” Many organizations have launched down the wrong path because they did not do their homework. If you ask the tough questions upfront you increase your chances for success by determining if your plan and timing is right to raise capital dollars.

Campaigns are successful when you have a clear vision, specific dollar needs, committed board, staff, and volunteers, a leader willing to raise money, and a sense of urgency. Don’t move forward until you have these key elements in place.

One more perspective on planning and identifying the best time to raise capital dollars comes from Sir John Harvey Jones (Sir indicates Mr. Jones has been knighted by the Queen of England). He made this profound statement on planning: “Planning is an unnatural process, it’s more fun to get on with it. The real benefit of not planning is that failure comes as a complete surprise and is not preceded by months of worry.”

About the Author: Pat McLaughlin President/Founder – Pat started The Timothy Group in 1990 to serve Christian ministries as they raise money to advance their missions. TTG has assisted more 1,800 Christian organizations around the world with capital, annual, and endowment campaigns. More than 25,000 of Pat’s books, Major Donor Game Plan, The C Factor: The Common Cure for your Capital Campaign Conundrums, and Haggai & Friends have helped fundraisers understand the art and science of major donor engagement. Pat makes more than one hundred major donor visits annually and provides counsel to multiple capital campaigns.