Summer Institute for Educational Fundraising Pre-Institute Sessions-Clarke_Campaigns 101_SIEFR

Clarke_Campaigns 101_SIEFR_2023 Final

Pdf Summary

A campaign is an intensive fundraising effort aimed at raising a specific amount of money for institutional priorities within a defined time period. It is usually based on a marketing framework and relies on volunteer structures. There are different types of campaigns, such as capital campaigns, endowment campaigns, hybrid campaigns, reunion campaigns, annual giving campaigns, and comprehensive campaigns.<br /><br />Internal reasons to conduct campaigns include creating urgency, enhancing and sustaining the ability to raise private support, achieving higher fundraising levels, advancing aspirations and goals, providing focus and promoting greater alignment, telling stories to a broader audience, improving public image, and developing the next generation of leaders. External reasons include rejuvenating people and fostering renewed vision and alignment, building a stronger culture of philanthropy and confidence, increasing meaningful volunteer and donor engagement, diversifying the volunteer and donor pools, engaging new audiences, promoting pride in the institution, and harnessing the power of transformation.<br /><br />To have a successful campaign, it is important to have a plan and timeline, a strong case and branding, a clear prospect strategy and gift table, and effective leadership and engagement. Planning tools such as capacity analysis, feasibility studies, and consultation events can be used to inform the campaign strategy. The campaign should also have a compelling case statement that addresses why donors should support the institution, the impact their gift will make, and the urgency of the campaign.<br /><br />The gift table is an important tool for fundraising, as it helps determine the range of gift amounts and the number of gifts needed to reach the campaign goal. Top gifts play a significant role in campaigns, and involving top prospects in the case development process and securing their support is crucial.<br /><br />Volunteers play various roles in campaigns, including being donors, fundraisers, advocates, and advisors. It is important to align the campaign with the institutional culture, values, and goals, and to manage expectations.<br /><br />Planning is crucial for a successful campaign and includes academic and strategic planning, a communications plan, capacity analysis, feasibility studies, consultation processes, goal setting, timeline development, and volunteer structure. The campaign is typically divided into planning/quiet phase, public phase, and campaign celebration. Feasibility studies and consultations with stakeholders help determine the campaign's potential success and provide valuable insights.

Keywords

fundraising

campaign

marketing framework

volunteer structures

capital campaigns

endowment campaigns

hybrid campaigns

reunion campaigns

annual giving campaigns

comprehensive campaigns