By: Greg S. Bowden

I work with a broad variety of non-profit organizations on the work in which my company specializes: the strategic planning and tactical execution of multi-million dollar capital campaigns. The scale of these projects touches every aspect of a group’s operations, beyond just straightforward fundraising. Capital campaigns often have an element of board development, as leaders emerge from existing directors and new candidates are identified from among campaign donors. Public relations is another area in which a capital campaign can leave a big footprint. Successful campaigns reach far and wide into a community, and often employ very professional printed materials, videos, and other vehicles.

I consider it a good idea to explore these tangential areas, and identify any opportunities for the momentum and excitement of the campaign to generate new success stories for the organization. I list these side benefits under the heading of “The Law of Unintended Consequences.” Often, our plans in one area can lead to unsuspected results in a different, but intrinsically linked, arena.

Clearly, unintended consequences can also sometimes be undesired consequences. Anytime you are faced with an option for which you did not prepare, it is prudent to take a step back and analyze whether or not this is something that helps the organization. Gifts in kind are notorious for this, as someone may offer you an item or service that seems attractive at a glance, particularly if it has a great bottom-line value.

I recently directed a campaign in which we experienced a very positive example of the law of unintended consequences. It also fell into the category of a gift in kind. I was working with a YMCA campground. They did not have a tremendous history of major gifts fundraising, though they do have an incredible history of providing formative experiences to thousands of children and families. Thousands of families took away wonderful memories of the Camp, but those same people had not been solicited for a significant gift.

As the campaign progressed, we began to reach out into the broader constituencies of the Camp’s alumni, as well as families that currently send their children to the Camp. Thanks to the Camp’s location and its historical service area, it serves a number of wealthy communities. The case for support was very strong, adding considerably to the value of the campers’ experience. Furthermore, we were riding a tremendous wave of momentum as this was the most successful campaign in the Camp’s history.

One of the camper parents with whom we met was a gentleman who is a divisional president for a major media company. We asked him to make a significant personal gift, and to provide some leadership to the campaign. He responded with a completely unexpected result: free advertising for the Camp in a number of major national magazines. Not only was this a gift with a very large, quantifiable value, it was also a fantastic public relations benefit for the Camp. In addition to boosting the bottom line of the campaign, this gift would help attract new campers, market the Camp’s programs, and elevate the level of pride and prestige surrounding their operations.

While this result was unexpected, it was not uninvited. First, a worthy prospect was identified. The gentleman in question had a strong inclination to support the campaign: his children attend the Camp and have reaped very formative benefits from its programs. He had some definite capability to make a gift, as he had risen to the top of his profession and industry. An appropriate volunteer solicitor was identified from among the Camp’s strongest supporters: someone who had also worked in the publishing industry and commanded the respect of the prospect, even without a personal relationship.

The volunteer solicitor and professional staff followed a proven plan, as they had throughout the campaign’s success. The volunteer set a formal, face-to-face meeting with the prospect. The volunteer had already committed their own generous gift. (It helped that the volunteer’s pledge was substantially larger than the request being made.) Finally, a compelling case statement was prepared, and contained within a top-quality campaign brochure. The case for support not only laid out the empiric objectives of the campaign, but also emphasized that the campaign would enable a life-changing experience in the lives of thousands more children.

These steps represent the classic approach to a major gift solicitation. In this case, they laid the foundation of a wonderful, and unexpected, result. Because the request was well prepared and well presented, the prospect became excited and engaged in the success of both the campaign and the overall organization. That enthusiasm led him to put his own mind to work thinking of possible gifts for the campaign. Obviously, he knows better than anyone what he can do to assist the Camp. However, that opening would never have been crossed without a compelling and well-structured solicitation.

Always be sure to employ what you know to be the soundest fundraising proposals. Always present your prospects with a compelling case and a great opportunity to make a real difference. Always invite your prospects to put their own imaginations to work on behalf your organization. Then, look forward to the law of unintended consequences providing for some very positive surprises.

Greg Bowden was formerly a campaign director at Custom Development Solutions, Inc. (CDS). CDS is one of North America's 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. If you have a fundraising question, please call 800-761-3833 or send an email to lcs@cdsfunds.com.