Andrea Kihlstedt is THE go to expert on capital campaigns, and is the co-founder of Capital Campaign Masters.
Interview Highlights (Transcript)
The text below provides the HIGHLIGHTS ONLY as Andrea and I discuss the “pre-campaign.” Be sure to watch the full interview to get all the important details.
The First Steps When Considering a Capital Campaign
AE: What does an organization need to do when they are thinking about a campaign?
AK: Figure out what they are going to raise the money for, including programs, endowment, buildings, campaign costs and more.
This is before they talk to a consultant.
Next, start drafting a campaign case for support — why this is exciting, and what the impact will be. Include key board and staff members.
AE: Who are they sharing it with at this point?
AK: They need to be engaging their major donor prospects, so they can share the draft case.
And, they need to look for the greatest campaign leadership.
Do all of this before hiring a consultant.
Watch the full interview for more on this topic.
Choosing a Campaign Leader
AE: How does an organization decide who to pick for a campaign leader?
AK: They are looking for someone who does what they say they are going to do. The ideal is to have someone who is fully responsible, and is the kind of person, when people see their name attached, they know the campaign will be successful.
AE: Does that person need to make a leadership level gift?
AK: Of course that is wonderful, but it’s okay if they have don’t the capacity to make the largest gift.
Watch the full interview for more on this topic.
Preparing for your Capital Campaign
AE: What else does it take to get ready for a campaign?
AK: If you do a good job of engaging your board and staff and volunteers before getting started, then everyone is going in the same direction. You can’t have a lot of arguing.
If you do all of that right, then when you actually hire a consultant, then your donors are going to be ready to roll.
Watch the full interview for more on this topic.
Tips for your Feasibility Study and Annual Fund
AE: Talk about the feasibility study.
AK: The pre-campaign work is before you hire a campaign consultant and before you do a feasibility study. Sometimes that can take 3-6 months or more.
Then a consultant can come in and test your plan. Your donors should be ready for them (the consultant).
AE: They key is to educate your big donors and talk to them.
AK: A campaign is an opportunity to improve development systems, wealth screening, etc. People are going to be willing to put in important fundraising systems.
AE: One of the concerns I hear most is that people are concerned that their annual funds will go down.
AK: Their annual fund will go up, due to better systems.
Watch the full interview for more on this topic.
Andrea’s Personal Take on Capital Campaigns
AE: What advice do you have from coaching all of these campaigns?
AK: Fundraising is not about money. It’s about impact.
Also, a campaign provides a remarkable structure to engage volunteers and talk to them about a big vision. It’s exciting. Their money will accomplish more.
Capital campaigns are fantastic and fun. You learn that people with a lot of money are the same as you and me.
I’d like younger viewers to know that their youth and inexperience can work for them. Be open and honest.
AE: Donors see the next generation are the ones to get these things done.
More Campaign Strategy from Andrea Kihlstedt
Watch the full video above to get all the details about the best practices BEFORE you hire a capital campaign consultant. And get more free advice at Capital Campaign Toolkit.
And if you’re truly ready to begin planning for a capital campaign, you won’t want to miss Andrea’s step-by-step checklist to plan for a successful campaign.
Lastly, find other valuable tips in my first video interview with Andrea about the ins and outs of hiring a capital campaign consultant.
Are you considering a capital campaign? What are your biggest roadblocks? Andrea and I would love to hear from you. Leave your comment below.
Is it necessary to implement a hard end-date to a campaign or simply keep it going until the goal is reached?
Elizabeth,
Campaigns should have an end date. If not, donors will wonder what’s going on. It doesn’t make much sense to have a campaign continue for more than five years. You can revise the goals if necessary or create something new to revise a stalled campaign.