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CAPITAL CAMPAIGN PLANNING AND PREPARATION
HUNTERDON LAND TRUST
WINTER 2015-2016
Amy Kincaid, Consultant, Institute for Conservation Leadership
Major Gifts: The gift level that constitutes “Major” depends on the organization. For
many: $1000. For others, $10,000 and above. Typically, organizations raise major gifts
throughout the year or during a focused period annually. Sometimes major gifts are
raised —for very special purposes — in a time-limited campaign. When that very special
purpose is for a transformative capital project of some kind, we think of organizing a
capital campaign.
Capital Campaign: “A capital campaign is a drive to raise money for a specific project. In
the case of land trusts, usually land or conservation easement acquisition, or more
complex projects or collection of projects.” Saving Land magazine, Spring 2012, Story
Clark, author.
a) Infographic on major gifts that provides comparison data (i.e. what other
nonprofits do), reminders of important benchmarks and field-tested
assumptions (i.e. the 80/20 rule), and practical metrics:
https://bloomerang.co/blog/infographic-major-gift-fundraising-by-the-numbers/
b) What is a Capital Campaign?
➤A capital campaign is an intensive fundraising effort organized to meet a
specific financial goal within a specified period for one or more major special
projects.
➤It must involve:
· Sound research · Application of proven procedures · Careful scheduling and
publicity · An established donor base· Long-range planning· Persuasive campaign
literature · Effective organization
➤Capital campaigns are not necessarily inclusive.
➤Most capital campaigns last two to three years and some go as long as five
years.
➤Most importantly: donors are asked to give to the capital campaign in addition
to their regular annual donations. Remember, during a capital campaign you are
not asking donors to give from their INCOMES, but from their ASSETS.
➤The important thing is not how much the goal is, but that it represents a
crucial step toward meeting the mission of the organization.
—Conquer a Capital Campaign, Participant Workbook (The Gill Foundation)

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Five Phases of a Capital Campaign
The Prep (and Planning) Phase
Many organizations need to invest time and effort into infrastructure and capacity
building before developing plans for a capital campaign. Common issues that may need
attention: database/contact management system, accounting, strategic plan, business
plan, annual fund/membership and major donor programs, branding, fundraising
staffing, board, and/or web site.
How Do We Determine the Goals?
Consider: capital campaign goals include, but are not limited to the money targets.
The Feasibility Study involves visiting current and past major donors, foundation
officials, influential community leaders to test the idea and gauge potential interest.
Tips for setting the money goal:
 Ability to raise the amount (donors are close and willing).
 Consensus among leadership (staff and board and volunteers and closest
donors)
 You can name names.
 Plan the number of gifts (which drives the number of asks). About: 1/3 from 15
gifts. Next 1/3 from 75-100.
 Include the cost of fundraising, maintenance.
 Include planned gifts.
Prep
•Readiness Assessment
•Capacity-building • Strategy
•Feasibility Study • Case for Support
Pre-
Campaign
•Plan Campaign
•Chairs
•Financing
Quiet Phase
• Board and Leadership Gifts
• Engage Volunteers • Implementation
• Construction plans
Public Phase
•Launch and Groundbreaking Events • Right-sized and Grassroots Gifts
•Construction • Implementation
•Challenge Grant • 80% Plateau
Completion
•Bookend Gifts • Acknowledgement and Celebration
•Ribbon-cutting Ceremony • Momentum and Future
•Collect on Pledges

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For additional info: http://www.raise-funds.com/1998/12-things-you-should-know-
about-setting-a-capital-campaign-goal/
Four Essential Elements in a Capital Campaign
The Case for Support.
Leadership (leading in contributions and in fundraising).
Prospects (ability, belief, connection).
The Plan.
Watch Out
Danger signs:
• Missing a compelling vision and conversation
• No champions (slow or no leadership gifts) or not enough helpers (askers)
• No real, honest planning or feasibility study
• Unrealistic plan
• Narrow constituency – not enough people to care
• Lack of organizational and donor management systems
• Starting before it’s time (e.g. announcing before you’ve raised at least 25%, selling
bricks before the leading gifts or financing are secured)
• Losing momentum (watch out for the 80% there mark)
DREAMS
CONSERVATIONPLAN
STRATEGIC PLAN
FUNDRAISING PLAN
FEASIBILITY STUDY

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The Campaign Opportunity: Seven Key Questions (Kresge Foundation)
Any nonprofit organization considering a major campaign wants to achieve its
fundraising and operational goals. Nonprofits that take full advantage of the
opportunity presented by a capital campaign will grow stronger in terms of leadership
and community support. In planning your campaign, you may wish to consider the
following questions:
1. Do you have board leadership to bring the campaign to the public? Are they
leading with their own gifts? Are these the largest gifts they have ever made to your
organization? Are they volunteering in the campaign effort?
2. Will you consciously plan to find new trustees during the campaign among
donors and volunteers? Will more people consider it an honor and privilege to serve on
your board?
3. During the campaign, will you build a larger support base of private giving to
address annual operating needs? Will you be able to change the mix of revenues that
support your organization? Will you find new donors among foundations, corporations
and, most important of all, among individuals during the course of the campaign?
4. Will the public get to know more about your organization and its programs
during and after the campaign?
5. Do you plan to establish a formal development program or expand your existing
advancement program? Will you hire new staff to oversee responsibilities in this area?
6. Do you have a plan for sustaining the support gained during the campaign after it
is concluded?
7. Will more people seek services from your organization after the campaign? Will
more people want to serve your organization as volunteers?
For Check-in and Discussion:
Where are we ok now?
Where do we need work?
What are the clear 1-3 next steps?