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Capital Campaigns: Everything You Need to Know

by Linda Lysakowski, ACFRE

Campaign Events & PR
Part Thirteen

While a capital campaign should not depend on events to raise the needed money for the project, events are an important step in the campaign process. Volunteers and donors need to be cultivated, inspired and recognized throughout the campaign. Typical campaign events include:

• Cultivation breakfasts, luncheons, dinner, cocktail parties
• Kickoff event;
• Groundbreaking event; and,
• Dedication and open house.

As discussed in an earlier article, donors need information before they make a decision to support a campaign. Often this cultivation will be one-on-one and will be handled through the solicitation committees. However, sometimes it makes sense to hold a series of cultivation events designed to attract in small groups, usually with a common interest, to provide information about the capital project.

An example would be a series of “cottage meetings” hosted by a volunteer and/or donors. These cottage are usually held in the volunteer/donor’s home, with orchestrated information sessions so the potential donors can learn more about the need for the capital project.

Another option would be to have volunteers or donors invite friends, co-workers, and others to for a luncheon at the organization's facility. In this case, the Executive Director and Campaign Chair can provide the information about the need for the capital project.

Usually at these events, various media will be used to tell the story—posters with architectural drawings, a PowerPoint presentation, information packets, perhaps even a live preview of the campaign website or a video presentation.

Generally, the key event in a campaign is the kickoff event. The focus of the kickoff event is to not only announce the launch of the campaign, but to recognize donors who have already given and inspire others to give to the campaign.

Kickoff events can range from a formal black tie dinner to a series of luncheons held in different geographic locations. Regardless of the venue, it is important to remember that the kickoff event should not happen until about 60% of the goal has been raised. Announcing a campaign prematurely can be the “kiss of death” for the campaign.

Why?

Because donors sometimes feel the campaign is not going well and will not achieve its financial goal, if that goal seems too distant. On the other hand if the goal is too close to being reached, donors will think the organization does not need their pledge since success is imminent. Schedule the kick off event early on in the campaign planning process, but revisit it often to make sure the campaign is on track with pledges and gifts.

The kickoff event should be included in the campaign budget, as traditionally there is no charge for attending this event. The concept is to get as many key donors to attend the event as possible. Donors who have already made a contribution should be recognized at the kickoff event. This helps to establish the pace for future donors to get involved.

A poster with all the donor names, listings in the kick off event program, or even, unveiling the donor recognition plaque with the lead donor’s names already engraved can be inspiring to those who have not yet made their pledge.

A donor who has already made a significant gift might be asked to talk about why he/she has participated in this project. A testimonial by someone who has received services from the organization is also an inspiring way to motivate donors.

The groundbreaking is another opportunity to celebrate the campaign. For some organizations, ground isn’t broken until the campaign has been completed, in which case the groundbreaking and victory celebration can be one in the same. For other organizations, groundbreaking is started during the campaign and then the dedication and open house become the victory celebration.

The timing of the project and the events should be carefully coordinated in the overall campaign calendar. An Event Committee is responsible for coordinating all the campaign events.

Whatever type of event you host, it should always be upbeat and inspirational.

Public Relations
The campaign’s public relations committee (PR Committee) is responsible for:

• campaign theme and logo;
• campaign printed materials including brochures, letterhead and envelopes, response envelopes, letters of intent, fact sheets and question and answer sheets;
• campaign video and/or Power Point presentation;
• press releases;
• campaign website, which may include a webcam tracking construction progress;
• press conferences;
• campaign speeches; and,
• promotional items.

The PR Committee usually works with the consultant to design the theme and logo. The brochures and other campaign materials are developed based on the case for support. These items need to be ready early in the campaign so the various committees can use them in their work.

Like campaign events, it is important not to release information about the campaign too early. Often pre-campaign publicity is planned to focus on the organization's programs and services without mentioning the actual campaign. This pre-campaign publicity simply promotes awareness of the organization in the community, so once the campaign is formally launched there is a groundswell of public interest and support.