What Does a Capital Campaign Consultant Do? A Guide for Nonprofits
If you're a nonprofit executive director, development director or board member seeking to embark on a capital campaign, understanding the responsibilities of capital campaign consultants and the expertise they should provide your organization is vital. In this guide, we'll delve into the specifics of what capital campaign consultants do and why their involvement can be a game-changer for your organization.
The Capital Campaign Consultant's Role
Your capital campaign consultant will play a very specific role in the planning and management of your capital campaign. In each of the following areas, your consultant’s contributions should lead you to a successful campaign.
1. Campaign Planning Study
Before launching a capital campaign, your consultant will typically conduct a campaign planning study. Often referred to as a feasibility study, this assessment involves evaluating the organization's capacity to raise funds; gauging the interest of donors, potential donors and community leaders; and identifying any potential challenges. A campaign planning study goes further than simply assessing feasibility. Your consultant should use insights gained from the study to identify an achievable campaign goal and draft a case for support for your project. The study also begins the education and cultivation process with your potential donors.
2. Campaign Design and Implementation:
Your capital campaign consultant will play a pivotal role in designing and implementing the campaign itself. Your consultant will work closely with your executive director and board members to incorporate planning study findings to develop a comprehensive blueprint for the campaign and prepare them to implement it. This includes setting realistic goals, identifying potential donors and grant opportunities in the six-figure and higher levels, and establishing a timeline for execution. Your consultant will draft compelling narratives and impactful marketing materials like videos, brochures and newsletters based on your case for support, and leverage various channels to maximize outreach. Your consultant’s experience ensures that the campaign is not only well-planned but also effectively executed.
3. Training and Support
Executive directors, board members and campaign committee members may not be seasoned fundraisers, and that's where consultants can help. Your consultant will provide solicitation training sessions for key campaign leaders, equipping them with the skills needed to effectively solicit funds. This may include videos and written training guides, as well as role playing opportunities. The ongoing support of your consultant, including the managing of solicitation assignments and being the person from outside the organization holding campaign leaders accountable, ensures that the campaign stays on track. An experienced consultant also will have ideas and strategies for adapting to changing circumstances during a campaign.
4. Donor Cultivation
Building and maintaining relationships with donors is a core responsibility of your nonprofit and vital to your capital campaign. Capital campaign consultants guide nonprofit leaders in developing personalized strategies for donor cultivation during a capital campaign based on donor motivations and interests. These strategies include personal solicitations, communication plans, recognition programs, and engagement to keep donors connected to the organization and the project.
Know What Level of Support to Expect
Beyond understanding the services a capital campaign consultant will bring to your project, you need to know what level of support to expect. All consultants will provide campaign planning and management strategies. But how much of the work will they do? For example, will they schedule interviews or solicitations? Will they train the campaign committee on how to make a professional solicitation? Will they actually make solicitations? In simplest terms, there are three levels of consulting support available:
1. In-House Counsel
With in-house counsel, the consultant essentially moves in with the nonprofit. This consultant will be onsite several if not every day of the week executing the campaign strategy. This is the highest level of support and is the most expensive.
2. DIY Counsel
DIY counsel occurs when the consultant only provides campaign strategy. This consultant may never be onsite with the nonprofit and, therefore, provide little-to-no execution. This is the lowest level of support and is (usually) the least expensive.
3. Hybrid Counsel
With hybrid counsel, the consultant provides expertise and strategy and helps the nonprofit with some but not all of the work. For example, a hybrid consultant might do onsite solicitation training, but not the scheduling or soliciting of prospects. This is the most common level of support, especially for nonprofits without deep pockets or lots of capital campaign experience.
Why You Need a Capital Campaign Consultant
1. Expertise
Capital campaigns require a unique skill set that goes beyond traditional fundraising. Capital campaign consultants work exclusively in capital campaigns and bring a wealth of experience and specialized knowledge, increasing the likelihood of campaign success.
2. Objective Perspective
Consultants bring an unbiased, objective perspective to your organization. Their external viewpoint allows them to identify potential pitfalls and recommend solutions that may not be apparent to those deeply involved in the day-to-day operations of the organization.
3. Time and Resource Efficiency
With limited resources, nonprofits need to make every moment and dollar count. Capital campaign consultants streamline the process, optimizing both time and resources to achieve maximum impact.
4. Enhanced Credibility
Donors often have more confidence in campaigns that are guided by experienced consultants. The involvement of a professional consultant can enhance your organization's credibility, instilling trust in potential contributors.
Learn More About How a Consultant Can Help
Embarking on a capital campaign is a significant undertaking, and the expertise of a capital campaign consultant can make a significant difference in your success. By conducting feasibility studies, designing and implementing campaigns, assisting you in cultivating donors, and providing ongoing support, consultants ensure that your organization's capital campaign reaches its full potential.
Partnering with a capital campaign consultant is an investment in the future of your organization. This guidance can transform your vision into a reality, bringing about positive change and furthering your mission in the most effective way possible.
If you’re considering a capital campaign and would like to learn more about how a consultant can help, contact us. We’re always happy to answer questions, and we’d love to learn about your project.
Melissa Sais is a CampaignCounsel.org vice president and partner.
