Anniversaries and Capital Campaigns: A Winning Combination

Is your organization celebrating a special anniversary in the near future? Are you considering a capital campaign? If you answered “yes” to both of these questions, you have the potential to increase awareness of your organization and add or upgrade donors!

The celebration of your fifth, tenth, twentieth or another anniversary can attract increased media attention as well as public interest and support for your non-profit. Consider leveraging this amplified exposure into a successful funding initiative that will address your strategic plans for the future. (Remember, prospective donors get jazzed up about round-numbered anniversaries. Transferring this mysterious phenomenon into vigorous energy and enthusiasm for your capital campaign can have measurable impact on your success.)

So, how do you get started? Maximize your funding potential in combining anniversaries and capital campaigns by using the following marketing and fundraising tips. 

4 Ways to Combine Your Anniversaries and Capital Campaigns

1. Create a campaign theme and logo in conjunction with your anniversary. Incorporate the anniversary into the campaign artwork as part of the theme, a subheading, or a standalone element. Having the anniversary and campaign themes and logos designed together rather than separately can help you save on design costs.
2. Use the anniversary celebration to better position your organization with local and state officials. Seek recognition from governmental entities by drafting resolutions in honor of the occasion. Contact officials personally and invite them to special events and activities. Consider inviting them to serve on your board or on a committee. Use copies of the successful resolution documents in your campaign material.
3. Produce an anniversary video that can also be used in the campaign. Such dual-purpose media investments save time and money that you can use in seeking new donors and gifts. Encourage board members involved in service clubs or other organizations to facilitate and arrange speaking opportunities for campaign, board, and staff leaders. Invite campaign donors to host anniversary parties to mark the occasion and introduce the campaign. In addition to food and drinks, the agenda of such events should include a brief gathering time to show the video and present an overview of the campaign.
4. Develop media materials to promote the anniversary as well as the public phase of the campaign. Produce radio and television announcements, newspaper ads, website promotions, posters, flyers, and other material. Use the anniversary/campaign theme and logo on letterheads, thank-you notes, newsletters, in your website, and in appropriate communications to members, donors, and prospects.

Remember, the timing and planning of your combined anniversaries and capital campaigns takes particular attention. Cultivation and solicitation of leadership and major gift donors (those who will contribute at least 60 to 70 percent of your campaign goal) takes place during an early “quiet phase.” Make every effort to establish a timeline where the campaign’s public phase coincides with the anniversary celebration highlights.

CDS has been a leader in nonprofit fundraising for the past three decades. Contact us if you need more intensive help with your major gift fundraising, strategic planning, or in preparing for a capital campaign.

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