Ask the Expert: Why Must we Wait to Take our Capital Campaign Public?
Dear Melissa: We’re worried that another capital campaign in our community is being more public than we are with their fundraising. We are in the quiet phase of our campaign making solicitations of five-figure donors and above, but many on our campaign committee really want to go public so that the whole town can start supporting us. So far we’ve received pledges totaling $8 million and our goal is $10 million. Why do we have to wait?
Answer: I completely understand your committee's eagerness to go public! It's exciting to share your vision with the whole community, especially when you see other campaigns doing it.
Basics of a Public Phase
First, let me explain the public phase of a capital campaign. This is the time when you are sending direct mail, emails and texts to your entire donor data base and beyond. You’re posting on social media, and maybe even running radio or TV spots all with the message of "get involved because every dollar counts.” You put a "donate now" button on your website, and you accept unsolicited donations.
These efforts do not typically generate large gifts. These are $20 - $5,000 donations, which are helpful but are not going to get you to the millions you still need. It's not likely that someone who has the capacity to make a $25,000 gift is going to make it based on a public appeal.
The Risk of Going Public too Soon
If you have donors with capacity and affinity for your organization, but you don't take the time to solicit them personally, you risk leaving money on the table. If a prospective $25,000 donor gets just your appeal letter, they might say, “Yeah, I'll send them $1,000.” And they will feel good about that because you haven't asked them to do anything more. You've asked them to show their support but not to give at their capacity. You may have left $24,000 on the table.
Now, that person has done what you asked them to do; they have given. And once someone has given in response to your public appeal, it feels awkward (and honestly, a bit ungrateful) to go back later and say, "Thanks for your donation, but we were actually hoping you'd give much more." That personal ask needs to happen before they respond to a public appeal.
When is the Time Right?
In the capital campaign world, the best time to begin your public phase is after you have reached 90%-95% of your total goal through direct, peer-to-peer, face-to-face solicitations and outreach to foundations. All the prospective donors with whom you have a connection should be solicited before the public phase. There are probably many people on your list now who you have not yet solicited and closed. We need to get to them and get a yes or no before you go public.
Now, I know this is not easy, and solicitations are personally time-consuming and not always comfortable. But they are the best way to secure the largest donations and reach your goal efficiently.
Going public too soon can cost you major gifts. Stay focused on personal solicitations first — your campaign success depends on it. When you do finally launch your public phase, you'll be able to announce an impressive amount already raised, creating momentum and excitement for everyone else to join in and help you cross the finish line.
If you’d like to learn more about the quiet phases of a capital campaign and the work done during them, download our Guide to Capital Campaigns.
Melissa Sais is a CampaignCounsel.org vice president and partner.
