CFA’s Guide to an Effective Nonprofit Campaign Committee

If your organization is considering a capital, endowment, or capacity building campaign and you are not sure if you can inspire and manage the volunteer manpower necessary to carry out the campaign vision, CFA has assembled the following guide on the purpose and fundamentals of effective nonprofit campaign committee management. Read on for best practices to help harness the power of your team to accomplish your philanthropic goals. 

What is a Nonprofit Campaign Committee? 

A nonprofit campaign committee, also known as a campaign steering committee, is a group of volunteers tasked with fundraising and relationship building for a significant campaign outside of annual fundraising. 

Differences between a Campaign Committee vs. Development Committee

A capital campaign is a fundraising effort for a specific project with a defined timeline, and a campaign committee is the volunteer leadership group tasked with the campaign’s launch, progression, and completion. The campaign committee is often formed from members of a campaign feasibility study committee. Members of a campaign committee are not required to be members of the organization’s board of directors. 

Development is an ongoing fundraising activity conducted by staff and development committee volunteers that includes annual giving and major gifts. A development committee is a function of the board of directors of the organization. 

Purpose of the Campaign Committee

Campaign volunteers bring an external energy and impact perspective to the campaign. Volunteers view the campaign from the community’s lens and are genuinely invested in the campaign’s broader success. By leveraging their personal and business connections, campaign volunteers can open the door to new donors outside of the organization’s core networks and expand the overall reach of the campaign.

Campaign Committee Structure and Membership

Campaign committee members are well-connected donors who are passionate about your organization’s mission and are committed to helping raise dollars for a special effort. Most will have been involved with the organization and have existing relationships with staff and other volunteers. It is important that committee members have experience giving before they ask others for financial support, so they are often some of the most invested donors and volunteers in your organization. A campaign committee also includes staff liaisons, such as the executive director and development director. The number of people on the committee depends on the size and scope of your organization and campaign, but is typically between 10-20 members.

The volunteers who lead the campaign and committee are referred to as the Campaign Chair or Campaign Co-Chairs, and they make key decisions about the campaign and recruit other committee members. Many campaigns also have an Honorary Campaign Chair.

Nonprofit Campaign Committee Member Responsibilities

  • Serve on the committee throughout the campaign (3+ years). 
  • Make a significant gift to the campaign, based on individual capacity.
  • Leverage personal and business connections to recruit campaign support.
  • Engage new and prospective donors by sharing campaign information, hosting small gatherings of friends and business associates or on tours of the nonprofit’s facilities, and introducing prospects to other supporters of the organization.
  • Follow up with donors and prospects to close the gift.
  • Thank donors with phone calls and written correspondence as part of ongoing donor stewardship.

Campaign Committee Engagement

Conducting a campaign provides an opportunity for your organization to engage volunteers in different, deeper facets of the organization. Campaign committee participants have an opportunity to actively mold plans and goals for the organization. There are a number of ways to encourage and inspire your committee members through your campaign:

  • Hold regular full committee meetings (bi-monthly or quarterly) and conduct at least one “one-on-one” meeting between the campaign chair(s), staff, and each committee member.
  • Provide job descriptions for every committee member as well as the campaign chair(s) and honorary chair(s).
  • Plan, manage, and track the work of the committee using a moves management system.
  • Inspire committee members by sharing success stories of who your organization has impacted, how different solicitations unfolded, and examples of staff and volunteer achievements.
  • Share campaign progress updates at committee meetings, over email, and on internal dashboards to keep volunteers engaged and enthusiastic about the goals and progress.

Campaign Committee Best Practices

  • Pause to consider each prospect and where they are in the donor cultivation cycle; don’t rush to make an ask with every prospect simply because you are in campaign mode.
  • Ask each committee member to make a personal “stretch” financial gift to the campaign before they ask others to give. Gifts will vary in size based on each individual’s capacity, but the most important metric is that every committee member makes a gift. When 100% of the committee participates in giving to the effort, it sends a strong message to other potential funders that they are seriously committed to the campaign.

When Outside Expertise Can Help

A campaign consultant is a partner to your staff and committee volunteers who helps set the campaign strategy and provides nonprofit fundraising training on how to cultivate, solicit, and close leadership gifts in a campaign. 

Experienced fundraising consultants can bring fresh perspectives to share with the nonprofit campaign committee as they have seen what works in other campaign fundraising engagements. Consultants can also provide the systems needed to track progress and ensure every campaign committee member is confident in asking others to support the campaign.

If your organization is considering a campaign, contact Creative Fundraising Advisors today to set your team up for success.

Fundraising Moves Management: Inspiring Philanthropy One Donor at a Time

By Anne Spears, Campaign Manager

Development professionals must build personal relationships with people who give to their nonprofit so the donor feels connected to both the mission and the people who carry it out.  Donors rarely give to organizations unless they align with its philanthropic vision or have relationships with board members, staff, or other supporters. Whether they realize it or not, donors move organically through a series of stages as they become more deeply involved with an organization. Development staffers can shepherd and track this progression through a process called “moves management.” 

As fundraisers, we must be comfortable cultivating donors and asking for money regularly if we are going to conduct successful campaigns. Moves management is a tracking tool that allows us to inspire donors to give in a way that is most meaningful to them. 

Why use donor moves management?

Moves management is a system of operations that development staff and nonprofit leaders use to strategically elevate personal engagement with donors. Moves management can be used in annual funds, major gifts, and capital and endowment campaigns. 

When I worked at a small private school in College Station, Texas, I learned why donor engagement has to be personal. It was 2012, and we didn’t have a nonprofit donor database or system for tracking donors, so we set out to create one from scratch. The head of the school and I referenced attendance rosters dating back to 1962 and began reaching out to alumni. During the process, we transferred donor information and touchpoints from a spreadsheet to an electronic database and created a centralized, streamlined system by which we could track engagement of prospective donors. We scheduled meetings and hosted tours of the school. The head of the school did a beautiful job of reengaging former families by getting to know them and learning why they loved the school. Alums were overjoyed to be back on campus and felt reconnected to their school. This fresh engagement, which began with the head of the school’s personal invitations, ultimately deepened alum involvement and the completion of a successful capital campaign.

How to implement a donor moves management system

Effective moves management involves examining donor data, tracking donor engagement, and working with staff and volunteers to plan and implement campaign activities ranging from hosting events to asking for campaign gifts.

When CFA is working with a client in campaign mode, we meet to review every lead donor’s giving history, event attendance, volunteer participation, capacity to give, and more. From there, we can gauge the donor’s engagement with the organization, determine where they fall within moves management, and look for opportunities to bring them closer to contributing. We strategize on every activity, assign tasks to staff and volunteers, and set deadlines. For example, the first step with a prospective campaign donor may be for the executive director to ask them to meet. With each successive “move,” we work side by side with our clients to determine the best next step. Many of our clients report that we keep them accountable because they know we will follow up with them on their progress. 

How to track moves

Tracking moves management can be accomplished with a donor database software or a basic spreadsheet. At CFA, we offer a proprietary campaign moves management dashboard customized for each client based on the organization’s goals. Many organizations are not fully utilizing their database software for moves management, so we also provide donor data strategies and training solutions to maximize clients’ existing tools and resources and help them implement a sustainable moves management system for the long run.

Sample plan

Regardless of your system, it’s important to determine and track several key items: Who is the donor prospect manager? Who is the assigned solicitor who holds the relationship with the prospective donor? How much have they given? Do they volunteer or attend events? How much are the ask amounts? What is the next step? Managing relationships, timing engagements, and tracking deadlines is vital to keeping solicitors on task and donors engaged.

  • Consultant Tip: How you collect, maintain, and track donor engagement informs how you determine where a donor or prospect falls along the moves management path. Tracking engagement is also a way to uncover trends that inform the next best steps to reach your goals. Learn more about tracking donor engagement using data analytics.

Key steps in donor moves management

As a campaign manager, I see my role as the conductor who keeps the train moving forward on the tracks. Moves management is how I know which train is going where and when. Here are the five basic steps I follow:

1. Determine the “why.” Why are you acquiring more donors or seeking to increase the number or dollar amount of gifts? Your answer could be that you are growing the annual fund or raising capital for a new building.

2. Learn more about donors and prospects. Examine your data to determine each prospective donor’s motivation and capacity. If you are planning a campaign, consider conducting a wealth screening of your database.

3. Segment and strategize. Utilize the knowledge from examining your data, combined with the “why” of your campaign, to segment your prospective donors into groups and set goals for each group and each donor or prospect. Goals might be to encourage a segment to become recurring donors, to increase their annual donation, or to consider making a planned gift.  

4. Engage donors and prospects. This is where the assigned solicitor personally engages prospective donors by following their inclinations and the campaign strategy. Our job at CFA is to guide our clients and help them set a strategy to cultivate and solicit personal relationships with leading prospects and donors. If you’ve done your job with cultivation, you’ll know the right time to make the ask and the right people to have in the room. 

5. Track progress and next steps. It is crucial to input gifts in your donor database for historical record keeping and tax purposes, but it is equally important to track moves management and identify which strategies worked for which donor. There is always a next step. Check out CFA’s donor cultivation cycle to learn more.  

Final thoughts

The goal in philanthropy is to help people engage meaningfully with organizations that address the issues they care most about. Every campaign is unique, and every donor has individual interests and levels of dedication to the mission. We can each inspire philanthropy when we give special attention to these nuances and build personal relationships with our donors.  

Contact CFA to see how moves management and donor engagement can improve your fundraising efforts

Anne Spears

Anne Spears, Campaign Manager

An experienced fundraiser with over a decade of experience in education, religious, and social service nonprofit fundraising, Anne is energized and inspired by working side by side with our nonprofit partners as a project manager for fundraising campaigns.

Most recently Anne was the Director of Development at the Episcopal Diocese of West Texas where she oversaw a multitude of fundraising initiatives including capital campaigns for Diocesan camp facilities and 87 Diocesan churches. Previously Anne was the Chief Development Officer for Ascension DePaul Services of San Antonio and the Development Coordinator at St. Thomas Early Learning Center in College Station, Texas. She also worked for the State of Montana as a social services specialist serving indigenous and rural populations.

Anne has a B.S. in Sociology, a M.S. in Family and Child Studies, and a Master of Public Administration. She also is a Certified Fundraising Executive (CFRE). Anne lives in San Antonio, Texas with her husband and three children.

Creative Fundraising Advisors’ Capital Campaign Planning Guide

Are you a major gifts officer considering a large fundraising effort but you’re not sure how or when to start? Are you a board member and your favorite social cause doesn’t seem quite ready to launch a planned capital campaign? If you’re wondering how to set the organization up for philanthropic success, we’re here to help. 

We have assembled a short guide on capital campaigns to help you understand basic concepts and key steps toward implementation. We’ve even included a few best practices to help you envision what your organization may be able to accomplish. 

What is a Capital Campaign?

A capital campaign is an intensive, organized fundraising effort to secure philanthropic dollars for a specific purpose within a defined period. Capital campaigns are separate from annual operating appeals, major gift campaigns, and endowment or planned giving campaigns. 

A successful capital campaign can transform your organization and help you significantly impact the people and communities you serve. While capital campaigns are typically comprised of a mix of individual, foundation, and corporate donors, according to Giving USA, more than three-quarters of dollars donated in 2020 came from individuals and bequests.

Types and Benefits of Capital Campaigns

There are three main types of capital campaigns.

Capital – Capital campaigns are launched to fund an organization’s vision with new buildings and construction and may also include major facility renovation or expansion, technology upgrades, and other infrastructure improvements.

Capital and Endowment – Capital campaigns can include an endowment portion designed to help fund the operations of the new building or project. Endowment funding establishes or increases an organization’s endowment to create a regular annual disbursement for operating or a specific purpose.

Comprehensive – Along with Capital and Endowment components, a comprehensive campaign also grows the organization’s annual support and includes every dollar of contributed income raised over a period of time.

Capital Campaign Benefits

There are many benefits to capital campaigns.

Transformation. Allows the organization to improve or change in such a way that it delivers its mission more effectively and efficiently.

Dollars. Increases the number of investments that donors make and potentially expands the base of your donor community.

Engagement. Engages your Board and volunteers in a deeper way through a short-term but intensive effort.

Teamwork. Contributes to organizational unity when the development team is aligned on a singular effort.

Brevity. Advances long-term goals in a shorter period than without a coordinated campaign.

Knowledge. Provides financial development and management training for staff, leaders, and volunteers.

Awareness. Raises awareness of the organization within its community and allows donors to learn more about the organization.

Already know you are ready to tackle your own Capital Campaign? We’d love to connect. Contact us today.

Types of Nonprofits That Conduct Capital Campaigns

Any nonprofit can launch a capital campaign with the required staff and resources. 

According to Giving USA, nonprofits received a combined $471 billion in charitable dollars in 2020, with “religion” bringing in the highest share at 28 percent, followed by “human services” and “public-society benefit” with a combined 24 percent.

capital campaign planning 2020 contributions chart by recipient

Capital Campaign Phases

Many fundraisers might suggest that a capital campaign has two phases: quiet or flooring phase and a public or external phase. It’s important not to forget the pre-work and planning tasks that must go into setting your organization up for success.

Feasibility Study. This initial phase is when you determine if your fundraising goals are realistic and if the organization has the internal capacity to launch and manage a campaign. Feasibility Study Article.

Planning. This phase is where you determine an internal budget with fundraising costs, set your financial fundraising goals, develop your Case for Support and related materials, recruit enthusiastic leaders including a chair or co-chairs, and put a schedule in place for Board approval and a campaign launch.

The “Quiet” Phase. This is the early phase of active solicitations when leadership donors and the Board are solicited and you attempt to raise a percentage of the overall goal before promoting the effort to a wider audience. Typically, an organization will look to raise 75-90 percent of the goal during this early phase, but circumstances impact this decision, and opinions on this subject vary. Increasingly, organizations are skipping this traditional quiet phase and opting to be more transparent about how much they have raised in the early phase of the campaign. When you go public with your campaign has a lot to do with your organization’s fundraising history and your standing in the community.

The Public Phase. This final phase is when your organization is ready to share campaign news with the widest possible audience. This phase is designed to broaden the campaign’s donor base and often garners smaller contributions as well as public attention. Your organization may wish to create a public relations effort and an event to announce the campaign publicly.

Necessary Components of Launching a Capital Campaign

The Big Idea. The better you can express why and how the effort will impact your constituents in a compelling narrative or slide deck, the more successful your campaign will be.

Campaign Goal. Even if your organization’s goal is a “sky-high” wish list, it is imperative that you outline what you hope to raise and what components make up the goal.

Prospects. Successful campaigns often see between five to 10 percent of their donors pledge 90–95 percent of the campaign goal. Review your top 100 prospects early—and consider a donor capacity screening and analysis—to determine if you think this is a possibility for your organization. Donor Data Strategies Article.

Leadership. It’s vital that your organization has a strong development function in place, and important that you have confidence that volunteer leadership from your Board and/or development committee will step forward to give and help raise funds.

Timeline and Plan. Plan for four to six months for a consultant to conduct a feasibility and readiness study and an additional six months for the planning stage. The capital campaign solicitation phase can take three to five years.

Hiring a Fundraising Advisor for your Capital Campaign 

Consultants bring the added benefit of external perspective, previous experience, and new ideas. Finding the right fundraising advisor to walk with you through a campaign from the feasibility and planning stages to the public launch cannot be overstated. What should you look for when interviewing consulting firms?

Expertise. Experience is key, and so is a consulting partner who has their finger on the pulse of what is happening in philanthropy today.

Chemistry. Make sure you enjoy working with the consultant and their team. The right chemistry allows campaign leadership to build much-needed trust.

Social change. Ensure your consultant’s stance on social impact, including diversity, equity, and inclusion practices, matches up with your organization.

Expectations. Many factors can impact the timeline during a campaign, so it’s especially important to ensure everyone’s expectations concerning who is responsible for which tasks are clear.

Capital Campaign Checklist

Some of the highlights for planning and conducting your campaign are below.

  1. Development Assessment. This is an objective review of your internal development program whereby an impartial consultant assesses the readiness of staff to take your organization to the next level. 
  2. Donor capacity and affinity analysis. Part of determining the capacity of each prospect is through research and wealth screening. This typically involves contracting with an external company to compare your donor information with data found across charitable giving and wealth databasesUsing Donor Analytics.
  3. The Case for Support. The case for support is where your organization lays out the most compelling components of the campaign vision to appeal to the hearts and minds of your prospects. 
  4. Feasibility Study. A study is critical to flesh out the necessary components for a capital campaign and is the only way to truly determine when and if your nonprofit will be able to raise funds to support its “blue sky” wish list. Feasibility Study Article.
  5. Internal Capital Campaign Budget. Careful budget planning is critical for launching and operating a capital campaign. Internal capital campaign costs of less than 15 percent of the goal are considered acceptable to most donors; less than 10 percent is considered very efficient. Capital Campaign Budget.
  6. Campaign Committee. Identify and recruit a capital campaign chair or co-chairs and ask them to help recruit and build out a group of enthusiastic people for the committee. 
  7. Campaign Strategy. Overall campaign strategy is comprised of a goal, plan, metrics, and timeline.
  8. Solicitation and Tracking. There are many software platforms and organizational methods to choose from when it comes to tracking the status of solicitations, stewardship, and fundraising cultivation of your donors, which is essential for long-term relationships with your supporters. 
  9. Acknowledgment. No donor can be thanked promptly or often enough, and every gift deserves proper acknowledgment within the campaign. 

Capital Campaign Best Practices

Below are a number of best practices for planning and launching a successful capital campaign. 

Strategic Plan. Your nonprofit must know its goals and objectives for the future. A Board-approved three-or-five-year strategic plan will give your organization a roadmap for how aggressive your fundraising targets need to be to meet your goals and objectives.

Brand identity. Creating a thoughtful, well-developed brand for the organization is a key step in getting campaign-ready. The campaign will have its own slogan and theme with images, typeface, and wording, so it’s important to have a solid brand identity to lean on and into.

Board support. There is a current trend where fewer campaigns are following the traditional practice whereby every Board member makes a lead financial contribution in appreciation for Board members who bring other resources and strengths to the table and may not have the capacity to give. Your organization must set the bar for how you expect the Board to participate from the start, but it goes without saying that 100% participation sends a strong message to other potential funders that the Board is seriously committed to the campaign.

Gratitude and Communications. Sharing campaign news with your donor base keeps donors excited and involved. A gift acknowledgment will be sent out for each donation, but you can add an extra touchpoint with your donors by crafting a regular campaign newsletter or sending coordinated email messages when your campaign achieves a major milestone.

Named Gifts. Giving donors the opportunity to have their name on a building, room, or donor wall allows them to feel valued and can also signal the importance of leading gifts to others.

Stewardship. A well-stewarded gift is your next gift. It’s important to have a thoughtful stewardship plan in place to ensure every donor knows the impact of their gift, which in turn sets you up for success when asking for the next gift.

Are you ready for your next Capital Campaign?

If your organization is ready to tackle the steps above in planning for a capital campaign, and you are interested in partnering with a campaign counselor who can provide tailored solutions that drive positive results, please contact Creative Fundraising Advisors. Our objective is to set your organization up to achieve capital campaign results. We would enjoy hearing from you.