Capital Campaign Principles for the Education Market

Reprinted with permission from authors Peter W. Ghiorse & Dan Sorrenti

Ten principles are essential during early stages in order to ensure a successful capital campaign. These principles can serve as a model to develop a unique set specific to a school's situation. They can then be shared with board members, development officers, and other key leaders who may become involved in a complex capital campaign (link to article on website).

1. This school is committed to conducting a comprehensive capital campaign and to raising a substantial sum of money in support of key programs or services identified in the strategic plan.

2. This school recognizes that this goal represents a significant challenge in consideration of past giving.

3. The minimum goal, therefore, can only be raised in a highly organized manner and within an atmosphere of urgency, and further, must be implemented as a completely extraordinary undertaking for the school.

4. Since the campaign will raise a minimum goal, and hopefully more, and at minimum expense, the focus of the effort must be on those prospects where the most funds can be raised at the lowest cost.

5. The campaign must be implemented in such a manner that at its conclusion it enhances the school's overall fund-raising organization, structure, leadership and overall potential.

6 A "campaign atmosphere" must be created: activity, high spirits, momentum, urgency -- each an essential emotional ingredient in all successful campaigns.

7. Since the goal will require significant new giving, the campaign will be based on personal presentations to all major prospects and many others, as well. Therefore, a team of trained volunteers who are enthusiastic advocates of this school, as well as effective solicitors, will be an essential part of the campaign plan.

8. In keeping with good fund-raising practice, a scale of giving chart and specific gift plans will frame the campaign goal as a minimum amount to be raised.

9. Campaign leadership -- at every level -- will be expected to accept key roles in the campaign organization: make sacrificial leadership gifts, personally approach prospective donors, recruit volunteers, and, in general, take a very positive public position on the campaign in their daily activities.

10. A sound program of communications and public relations -- internal and external -- will be an essential part of the campaign plan. This effort must be integrated with the other public relations strategies of this school, but first and foremost it must undergird the capital campaign.