Generally, successful campaigns go through five phases. The focus must be on a fundraising plan not constantly changing plans. While the campaign should always be on the look-out for fresh ideas, the entire campaign should focus on a basic philosophy. This is the approach that Church Resource Company takes.
It is important to realize that not all campaigns are alike, just as no two organizations or communities are exactly alike. As a general rule, however, successful campaigns follow a particular process.
The five specific phases with specific goals include setting "phase goals" which is a critical component of monitoring the progress of the campaign. It is important to evaluate the progress so as to avoid unpleasant surprises at the end of the campaign. Fundraising plans can adapt to changing circumstances if things aren’t going well as long as the leadership knows things aren’t going well. For each phase, set a financial goal and then, at the end of each phase, evaluate whether that target has been met.
The Five Phases of a capital campaign are as follows:
Phase One Pre-Campaign Planning
This phase allows the volunteer and staff leaders to seriously evaluate their commitment to a campaign and start to develop the basics in preparation of conducting a successful campaign.
Phase Two - Design & Marketing Phase or "Feasibility Study"
This phase, usually conducted in six to eight weeks, allows the organization, with the aid of the consultant to objectively evaluate:
its image in the community
how its case for fund raising is viewed by leaders and donors
whether quality leaders are available to help in the campaign
prospective donors and potential giving levels
whether proper resources are available to conduct a campaign
A detailed, comprehensive fund-raising plan is developed. The campaign plan includes lists of prospective donors and leaders, timetables, job descriptions for leaders, commemorative opportunities, an education and public relations plan, a table of gifts and other necessary ingredients to a successful campaign.
A thorough Case Statement is prepared for initial review by the Board of Directors of the organization.
Phase Three - Organization Phase
This phase creates the tools necessary for fund raising.
• Leadership Plan Book
• Fund Raising Prospectus
• Fund Raising Brochure
• Video Presentation
• Develop Campaign Theme
• Case Statement
• Leadership Recruitment
• Public Relations Effort
• Detailed Corporate and Foundation Research
Phase Four - Solicitation Phase
This phase is the central phase of the campaign and focuses on the actual cultivation and solicitation of major and advance gift prospects. Proposals to regional and national foundations and corporations are prepared and submitted. The full public information and public relations plan is implemented.
Phase Five - Post-Campaign
This phase is a "catch all" for outstanding solicitations remaining from earlier phases. Many of the decisions will be made in this phase, so effective follow-up and public relations efforts are critical.
All prospects are encouraged to make their decision during this phase if they have not yet responded. This is the time to also encourage pledge redemption.
Even with the Five Phases of the Planning component of the capital Campaign, Church Resource Company and Associates divide our services into two more areas. The pre-campaign planning process (what we call the Design and Marketing Phase) and campaign management.
Design and Marketing Phase (Feasibility Study):
The Design and Marketing Phase (regularly called a "feasibility study") as we believe our provides more and better information, and enables an organization to begin the process of conducting a major campaign by ensuring that the elements necessary for success exist. It serves as an incredible cultivation and education vehicle for potential leaders and donors.
The Design and Marketing Phase also:
1. Cultivates key leaders and potential donors
2. Educates and involves internal leaders
3. Develops a complete written fund raising plan
4. Includes a written draft of the case statement
The Design and Marketing Phase will include:
personal interviews
direct mail surveys
focus groups
corporate and foundation research
identification of potential funding sources
a review of the organization's image, case, and leadership.
Campaign Management:
All of our campaigns are directed by experienced executives. Providing capital campaign direction is part art, part science. Managing a day-to-day campaign that might have several six-figure prospects being solicited at one time is not something to be left to directors without extensive experience.
As directors of your campaign, Church Resource Company campaign executives manage campaigns from beginning to end including:
Develop a comprehensive campaign plan
Instruct volunteers on methods of recruitment and solicitation
Write a thorough campaign case statement
Plan and coordinate the selection of top campaign leadership
Identify and segment prospective donors
Write appropriate Foundation proposals
Organize all committees and direct their activities
Prepare speaking notes and detailed agendas for speakers
Devise appropriate gift plans
Where desirable, solicit or assist in the solicitation of gift prospects
Prepare all publicity and public relations activities
Prepare campaign materials (brochures, pledge cards, newsletters)
Conduct orientation seminars for all important audiences
Report regularly to campaign officials on activities and progress
Prepare all records pertinent to the receipt of gifts
Establish and monitor pledge redemption .
Prepare an official report embracing the campaign history
Prepare a recommendations for post-campaign development .
Provide Pledge Redemption Service without an additional fee
