Capital Campaign Essentials: Strong Leadership

There are four essential elements to every successful capital campaign. In our Capital Campaign Essentials series, we provide a quick overview of each of these four elements so that you can successfully grow your organization’s fundraising influence. This article focuses on the critical importance of strong leadership in a capital campaign.

Check out our other Capital Campaign Essentials below!

1. The Case Statement
2. Strong Leadership
3. Major Gift Prospects
4. The Publicity Plan

Who Should be a Campaign Leader?

People give to people, not causes. Therefore, one of the first and most important tasks in undertaking a campaign is recruiting appropriate, strong leadership. The ideal leadership candidate for a capital campaign is someone who:

• Makes a top-level gift commitment
• Is recognized in the community
• Is willing to be an advocate, recruiter, and solicitor on behalf of the campaign

Choosing Strong Leadership

To begin, form a small working committee. This group will have sessions whose aim is to identify top donor prospects, and to evaluate and prioritize those that are most likely to make a top-level gift. Begin with a list of 20-25 prospects that includes:

• Board members
• Previous major donors
• Major local employers
• Others whose support, standing, and recognition in the community can give the campaign momentum and influence others to support it

Remember, there are no better, more informed and passionate advocates of your organization than your volunteer leaders. Then, build from the top down—find your campaign chair(s) first.

Where to Find Great Leadership Candidates

The first and most obvious source of recruiting leaders is the organization’s board, who makes sure that the organization meets its mission. One of the most important functions of meeting the mission is ensuring that the organization has the resources it requires—i.e. the funds it needs. Whether it is to build new facilities, institute new programs and/or services, build an endowment, etc., the ultimate aim of any capital effort is to ensure the future viability of the organization. Therefore, the success of extraordinary fundraising initiatives for the organization is the direct responsibility of the volunteer leadership.

Closely examine which of your board members has demonstrated significant, continuing commitment to the organization and is financially capable of supporting the campaign at the highest levels. Develop a strategy to approach that person or people and present them with a specific request that asks for a financial commitment and to take a specific leadership role. Once they have accepted, involve them in the recruitment of the next leader, and so on. Often, an individual’s likelihood of giving to an organization is directly related to the closeness of their position regarding that organization. The most likely candidates are those that have been the most generous givers for the longest time and those serving in positions of leadership.

The Campaign Executive Committee

Once recruited, the volunteer leadership of a campaign is typically organized into a committee, such as a Campaign Executive Committee (CEC). This group is responsible for the successful implementation of the campaign. They move the campaign’s progress along, first as donors, then as organizers, campaigners, advocates, and recruiters. The leaders on the CEC are tasked with implementing the campaign plan and reporting to the organization’s board.

Typical leadership roles include:

• Chair(s) of the Campaign
• Honorary Chair(s) of the Campaign
• Board Division Chair(s)
• Major Gifts Chair(s)
• Corporate Chair(s)
• Foundation Chair(s)
• Community Chair(s)

All of the above are members of the CEC, along with other top givers to the campaign. The Campaign Chair(s) should conduct all CEC meetings. The Chair of the Board of Directors and the President of the organization should also serve on the CEC. The CEC can be comprised of the Divisional chairs, members of the board of directors, and other volunteers.

The Campaign Executive Committee’s responsibilities include:

• Regular review and reporting
• Complete oversight of campaign activities
• Selecting the name, logo, theme, and colors of the campaign
• Recruitment of additional leadership
• Development of preliminary lists of major gift prospects
• Evaluation of major gift prospects
• Authorizing the procedures, systems, and policies concerning the processing of gifts and expenses
• Approving the campaign plan, case statement, and supporting operative materials
• Developing and approving the solicitation strategies for select major gift prospects
• Solicitation of major gift prospects
• Significant personal financial support
• Implementation of the campaign plan
• Participation in all campaign events

Additionally, leaders:

• Make a top-level gift
• Provide linkage to corporate, foundation, and individual prospects
• Participate and host campaign events
• Publicly endorse the campaign
• Assume responsibility for the success of the campaign
• Attend all campaign meetings
• Serve as key campaign spokespersons
• Recruit other leaders

Summary

The success of a capital campaign is directly related to the quality of its leadership. When leaders are recruited who give top-level gifts and bring others to the table, they raise expectations and set the pace for future giving. Success depends on the campaign being led by people of stature, recognized in the community. Because of their commitment and willingness to ask others to support the effort, they will give the campaign critical early momentum and raise significant dollars. That credibility, once obtained, is highly valued by prospective donors. Everyone likes to be part of a winning team!

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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