They are known by lots of names, but every successful capital campaign requires an effective, committed leadership team. Building this team is one of the very first priorities of a campaign.

By: Roy P. Wheeler, Jr.

They are known by lots of names, but every successful capital campaign requires an effective, committed leadership team. For purposes of this article, I will refer to this ‘core group’ of leaders as the Campaign Executive Committee (CEC). Building this team is one of the very first priorities of a campaign. The team is responsible for the success of the campaign: implementation of the campaign plan, advocating the campaign to the public, soliciting the board of directors and top-level prospects. The success of any campaign is directly related to the commitment of each CEC member and their determination to implement an effective fundraising plan.

When an organization undertakes an extraordinary fundraising initiative, its volunteer leaders naturally need to accept key roles in the campaign organization, make significant contributions, solicit gifts from key prospects, recruit volunteers, and demonstrate a positive public position regarding the campaign.

Under the leadership of the Campaign Chair(s), members of the leadership team should be recruited from among the organization’s board of directors, major contributors, community leaders and top prospects. The committee should be given a structure with regular meeting times/dates and responsibilities.

The Campaign Chair(s) should conduct leadership team meetings with the chair of the board and the president/chief executive serving as vice- or co-chairs of the team. Once the constituencies to be solicited are identified, it is helpful to recruit volunteers to lead an effort to solicit each constituency and to report to the leadership team. A campaign leadership team’s responsibilities may 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 prospect lists
• Evaluation of top 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 prospects
• Solicitation of top prospects
• Significant personal financial support
• Implementation of the campaign plan
• Participation in 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

Whether to build new facilities, institute new programs or services, or build an endowment, etc., the ultimate aim of any fundraising campaign is to assure the future viability of the non-profit organization. The single most important responsibility of the board member is to ensure that adequate resources are available to meet the mission of the organization.

Additionally, there are no better, more informed and passionate advocates of an organization than the volunteer leaders—board members, previous major donors, major local employers. These prominent people, because of their standing and recognition in the community, will give you momentum and influence others to support the campaign.

You should carefully guide the transitional ‘kitchen cabinet’ with their charge to select the most effective leaders (in building the Campaign Executive Committee). Make certain that they build from the top down —find your campaign general chair(s) first. Once you select and recruit this person(s) then you can begin to help them surround themselves with the strongest possible team. The chair should feel like they are ‘fielding their own team’ so they will take ownership and responsibility for the work of ‘their team.’

How do you identify the best candidates to serve with the campaign general chair(s) on the CEC? I suggest you carefully examine which board members—or interested and involved major supporters—have demonstrated significant, continuing commitment to the organization and are financially capable of supporting the campaign at the highest levels. Consider which of the following roles each individual may play most effectively (for example: a physician might chair the doctor’s phase of a hospital campaign, a board member the board phase, etc.).

Typical leadership roles include:

• General 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)
• Public Relations Chair(s)
• Other Chair(s) (as necessary and determined by geography, constituencies, etc.)

Develop a strategy to approach those people and present them with a dual-purpose request. The proposal should be carefully crafted to both ask for their specific financial commitment and for them to consider serving in a specific leadership role—emphasis on specific for both parts of the request. 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 their position within the 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.

Once recruited, the CEC assumes responsibility for the successful implementation of the campaign. The CEC serves as your ‘core group’ or ‘nucleus’ of leadership, first as donors, then as organizers, campaigners, advocates, and recruiters. The CEC is charged with approving and executing the campaign plan, monitoring and ensuring progress and reporting to the organization’s board of directors.

In summary, the success of a capital campaign is directly related to the quality of its leadership. When leaders give enormous gifts and bring other influential and affluent people to the table, they create almost hysterical excitement, raise other people’s expectations and set the pace for future giving.

Success depends on leadership. Recruit people of stature who are recognized as the ‘pillars’ of the community and you will reap significant rewards. Because of their visible participation and commitment, and because of their willingness to ask others for support, your campaign will develop critical momentum and raise significant dollars. That credibility, once obtained, provides the leverage to ensure your success. And, success begets success! It has been said, “victory has a thousand fathers, but defeat is always an orphan.” Everyone likes to be part of a winning team. Use that mindset to your advantage, by securing a place for these prominent leaders on your winning team!

Roy P. Wheeler, Jr. is executive vice president of Custom Development Solutions, Inc. (CDS). CDS has become one of North America's best and most sought after fundraising consulting firms specializing in the strategic planning and tactical execution of capital campaigns for non-profits throughout the United States and Canada. More information on CDS can be found on the web at www.cdsfunds.com. If you have a fundraising question for Roy, please call 800-761-3833 or send an email to rpw@cdsfunds.com.