Capital campaigns are an opportunity to scale your nonprofit, whether you’re raising funds to launch a new program, open a new location, construct a building, or complete another major project. However, growing too fast can threaten your stability. For fundraising professionals, this often manifests in fears that focus on a capital campaign will divert donations away from their annual fund.
Fortunately, nonprofits can maintain or even grow their annual funds while hosting a capital campaign. Doing so requires the right strategies, technology, and potentially even professional consulting services.
In this guide, we’ll explain how a capital campaign can impact your annual fund, and what your nonprofit can do to ensure that impact is positive.
Improve Your Development Processes
Capital campaigns are major undertakings. As such, they require your nonprofit to solidify its fundraising infrastructure, refine its development strategies, and construct reliable donor pipelines. Likely, this means improving your fundraising processes, which will ultimately make all of your fundraisers more efficient and impactful.
A few specific ways a capital campaign might help you improve your approach to fundraising include:
- Increasing fundraising capacity. During a capital campaign, your nonprofit will aim to raise far more than it ever has before. This may require hiring new fundraising professionals or helping your development team improve their skills. While your capital campaign is ongoing, your expanded development team can devote their energy to improving all of your fundraising operations.
- Building out your major donor program. Acquiring new major donors is a key part of most capital campaigns. As a result, your nonprofit will build out its prospect research process, expand stewardship efforts, and build personal connections with new major donors, who may be interested in continuing to give after your capital campaign.
- Getting your board involved with fundraising. If your board does not regularly participate in fundraising, your capital campaign is a key opportunity to engage them. Due to a capital campaign’s scale, you may be able to persuade previously hands-off board members to take a more active role, which may inspire future assistance with other fundraisers.
- What are our campaign goals? As comprehensive campaigns also need to fund your regular operations, these fundraisers have multiple objectives. In contrast, if your nonprofit has one specific objective, a capital campaign is preferable.
- What is our relationship with our donor base? Comprehensive campaigns tend to work well for nonprofits with donor bases interested in supporting the organization in general, whereas capital campaigns are more effective for nonprofits with a compelling project that can engage new and one-time donors.
- How will this impact our messaging strategy? A comprehensive campaign’s messaging strategy asks supporters to contribute to your nonprofit as a whole, similar to your annual funding strategy. Comparatively, capital campaigns’ messages inspire greater action for a single project.
Notably, most of these potential improvements will start positively affecting your annual fund during your capital campaign. Ensure your annual fund isn’t put on hold during your capital campaign by continually identifying strategies that are working well for your campaign and could potentially be applied to other fundraisers.
Avoid Campaign Cannibalization
When running multiple campaigns at once, donor fatigue is always a possibility. Be on the lookout for signs of donor disengagement, and follow these strategies to proactively combat it.
Consider Running a Comprehensive Campaign
In the early stages of your capital campaign planning, consider whether a comprehensive campaign is right for your nonprofit.
A comprehensive campaign combines annual giving and capital campaign fundraising. Instead of supporters giving to your annual fund or your campaign, they just give to your nonprofit, and all gifts are counted toward your campaign goals.
During your feasibility study, assess whether a comprehensive campaign is right for your nonprofit. A few questions to ask yourself include:
Distinguish Clearly Between Your Capital Campaign and Annual Fund
Ensure donors are never confused about where their gifts are going by using clear, distinct messages in your capital campaign and annual fund appeals.
Keep your campaign messages consistent by creating unique cases for support. Graham-Pelton’s guide explains that while cases for support are usually created for specific, major fundraisers, like a capital campaign, you can also create them for any ongoing fundraiser, including annual campaigns.
Doing so will help you identify which ideas, talking points, and messaging strategies should be used for which campaigns. This ensures you will avoid repeating yourself in unrelated fundraising messages and give your capital campaign a distinct identity.
In addition to fundraising appeals, ensure your future impact reports clearly outline what your capital campaign accomplished. This delineation prevents supporter confusion and enables major donors to understand exactly how their gifts were used.
Acknowledge Annual Gifts When Requesting Campaign Donations
If you ask for a capital campaign contribution right after asking for an annual gift, donors will feel more like ATMs than valued supporters. To inspire supporters to give to both of your fundraisers, ensure they understand that all of their contributions are valued
When reaching out to donors to make a capital campaign appeal, acknowledge their past involvement with your nonprofit. This helps individual, small-dollar donors feel appreciated, and is essential when approaching major donors.
Continue Stewarding Annual Donors
While your capital campaign demands a significant amount of your development team’s attention, avoid letting regular stewarding efforts slip.
Double the Donation’s guide to mid-level donors emphasizes how investing in these annual supporters can pay major dividends, including securing planned gifts or advocates who can help with future campaigns.
Throughout your capital campaign, continue your regular messaging cadence, host fundraisers, and let annual donors know about other giving opportunities, like peer-to-peer campaigns or your legacy giving program.
Will My Capital Campaign Impact My Annual Fund?
Capital campaigns enable your nonprofit to scale up and make major strides forward in fulfilling its mission. While running one of these campaigns, continue to keep annual giving strong by engaging your mid-level supporters, showing appreciation for all contributions, and building out a fundraising infrastructure that will serve your team long after your capital campaign wraps up.
