Being selective and
strategic about where to look and what to look for in leadership for a
capital campaign will help you to create a winning team
By Rebecca Goodwin
Successful capital campaigns are propelled by a cadre of generous,
motivated campaign volunteers willing to ask others for financial
support. No matter the size of the capital campaign or the
type of charity, successful campaign volunteer leaders share some key
“qualifications” including these four:
• a significant financial
commitment to the campaign
• a willingness to solicit major
gifts from others
• passion for the charity and
its mandate
• a results-oriented approach
All campaign leaders should make a leadership gift. A
significant gift is by far the single most important contribution that
any leader can and should make to the campaign. By giving as
generously as possible to the campaign, volunteers generate the fuel
needed to launch and sustain the campaign. Yes, your campaign
committee list should have ‘”name
appeal.” And, yes, committee members with titles,
credentials, awards, memberships or affiliations do matter.
However, leadership gifts made early in the campaign speak
volumes. A prospective donor will be inspired and motivated
to give when asked by a campaign volunteer who is not only widely
respected, but also has demonstrated their own generous financial
commitment to the campaign.
Make no mistake about it, capital campaigns need campaign leaders who
are willing to solicit major gifts. Consult carefully to
evaluate the willingness of prospective leaders to be involved in
asking others to make major gifts to the campaign. Be direct
and clear when you are meeting with potential leaders that their key
responsibility is to actively participate in the solicitation
process—arranging appointments, meeting with prospective
donors to ask for gifts, and following up to formalize commitments made
in face-to-face meetings. Explain to all of your prospective
leaders that they will not be expected to solicit gifts without the
proper training and support they need to be successful.
One of the most beneficial attributes that leaders can bring to a
capital campaign is belief in your organization and enthusiasm for the
campaign project. Convincing solicitors are able to speak
sincerely about their commitment to the
organization. As you consider prospective campaign
leaders, consider the following questions: Do your prospective leaders
have the capacity to positively project their passion for the
organization and the campaign? Can they convince
others to join their efforts?
A group of high-level volunteers who are results-oriented will inspire
and motivate each other to meet the campaign goal. Take the
time to discreetly vet the names of your prospective volunteers with
others who have worked with them. Do your prospective
volunteers follow through on commitments or are they all talk and no
action? Do they have the persistence necessary to help open
doors that may not open easily? Are they unwilling
to take no for an answer? Do they rise to a
challenge? Are they willing to take ownership of
the campaign and be accountable for its success?
With this list of qualifications in mind, where should you look for
capable, qualified campaign leaders? Here’s a checklist to
help you with your task:
•
Look within the ranks of your
organization. Board members and past board members, including
founders, are all candidates for consideration
• Consider community players who
have been or are currently involved in other successful capital
campaigns. Remember, success breeds success.
• Trust your own circle of
mentors and advisors. Poll both those within your
organization and outside about whom they think would be top-notch
campaign leaders.
• Comb through your donor list
(and even your prospective donor list). Perhaps your new
program, wing or building will strike a chord in a way that past
efforts have not.
• Consult with philanthropy
professionals. Representatives from corporate foundations,
the community foundation, the local hospital foundation, nearby
university or other major charities have likely been involved with
capital campaigns in the past. Tap into the personal insight
these philanthropy experts may have about leaders within your
community. Ask them who they feel have really made the
difference in other successful campaigns. They’ll
be flattered that you asked!
To meet the target goal, the campaign will need to draw upon funds and
support from corporations, foundations, governments and
individuals. Compile your list of prospective leaders with
this fact in mind. Which well-respected community leaders can
best help you open doors to foundations that might top your donor
prospect list? Who are the business leaders that can attract
their peers to both support and be involved in the campaign?
Which individuals can lead the charge in accessing government funds be
they local, state or federal? Who will most inspire other
individuals to give generously to your project?
Discriminating and selective are the watchwords when it comes to
assembling a strong group of campaign volunteers. Being
selective and strategic at the outset will ensure that through each
step of the campaign—including every single
solicitation—your organization will have a winning leadership
team destined for success.
Rebecca Goodwin
is a Senior Campaign Director for 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 Rebecca, please call
800-761-3833 or send an e-mail to CDSgoodwin@earthlink.net.
|
