Summer Institute for Advancement Services Pre-Institute Sessions-Clarke_Campaigns 101_SIEFR

Clarke_Campaigns 101_SIEFR_2023 Final

Pdf Summary

A campaign is an intensive fundraising effort designed to raise a specific amount of money for institutional priorities within a defined timeframe. There are different types of campaigns, including capital campaigns, endowment campaigns, reunion campaigns, annual giving campaigns, and comprehensive campaigns. Internal reasons for conducting campaigns include creating urgency, enhancing fundraising ability, achieving higher fundraising levels, advancing goals, promoting alignment, telling stories to a broader audience, improving public image, and developing future leaders. External reasons include rejuvenating people, building a stronger culture of philanthropy, increasing volunteer and donor engagement, diversifying volunteer and donor pools, engaging new audiences, and promoting pride in the institution.<br /><br />Successful campaigns require careful planning and implementation. The four pillars of a successful campaign include planning and timeline, case and branding, prospects and gift table, and leadership and engagement. The planning process involves conducting capacity analysis, feasibility studies, and consultation events. The case statement is essential and should address why the institution, why the donor, why now, what is being asked for support, and the impact of the gift. Branding is also crucial to create a distinct identity for the campaign.<br /><br />The gift table, which categorizes donation amounts and the number of gifts at each level, is important for setting fundraising goals. Top gifts play a significant role in campaign success, and involving top prospects in case development and leadership structure is necessary. Volunteers also play various roles in campaigns, including being donors, fundraisers, advocates, and advisors. <br /><br />A successful campaign requires planning, alignment with institutional goals, the involvement of key stakeholders, and reliance on resources such as CASE network. It is important to manage expectations, aim high, and learn from the experiences of others. Planning includes academic and strategic planning, communication planning, capacity analysis, feasibility study and consultation, timeline development, and volunteer structuring. The campaign is typically conducted in phases, including a planning/quiet phase, a public phase, and a celebration. Feasibility studies and consultations help gauge potential support, and goal setting involves analyzing data to determine campaign targets.

Keywords

campaign

fundraising

capital campaigns

endowment campaigns

annual giving campaigns

prospects and gift table

leadership and engagement

volunteers

institutional goals

CASE network