Preparing Your Capital Campaign

MARILYN BANCEL, CFRE, is vice president of the Oram Group, Inc., a national fund raising and nonprofit consulting firm serving philanthropic organizations since 1940. In addition to consulting, she is adjunct professor at the University of San Francisco's Institute of Nonprofit Management, where she teaches Capital Campaigns and Major Gifts. She frequently conducts fundraising seminars and conference workshops, and is the recipient of the Hank Rosso Outstanding Fundraising Executive Award, 2002.

"Marilyn Bancel has written a highly accessible, readable guide toa very complex process, which is no mean feat. Even if you havebeen through a capital campaign before and think you're ready-andespecially if you're new to the capital campaign process-read it!Preparing Your Capital Campaign provides valuable insights andpractical planning tools that will bolster your capacity to take ona campaign's challenge." (Clara Miller, president, NonprofitFinance Fund) "This handy guide is chock full of useful information ready-madefor immediate application. I will heartily recommAnd it to all myclients as a valuable resource that will expedite their learningcurve." (Leo P. Arnoult, president, Arnoult & Associates Inc.,board member, the American Association of Fund-Raising Counsel, andsecretary, AAFRC's Trust for Philanthropy) "A boon to anyone considering a capital campaign. Bancel expertlytransforms a complicated process into an easy-to-understandstep-by-step model for success. The reader is gently but firmlyguided to look deeply into the organization's strengths,weaknesses, and overall readiness for the exciting challenges ofplanning a capital campaign." (Barbara Burgess, executive director,MidPeninsula HomeCare and Hospice Services, Mountain View,California)

• Preface. The Author. Introduction: Why Take the Time to Prepare? 1. Understanding the Capital Campaign What Is a Capital Campaign?Forms of Capital Campaigns Examples of Capital Projects The Stagesof a Campaign Do You Really Need a Capital Campaign? When ShouldYour Organization Undertake a Capital Campaign? What's in a Goal?Does Your Organization Cope Well with Risk? 2. Getting the Organization Ready Telling Your Story Putting StrongVolunteer Leadership in Place Evaluating Your Donor and ProspectBase Understanding the Role of Long-Range Planning GettingProfessional Support in Place Establishing Effective CommunicationsChannels Establishing Visibility Paying for Building YourOrganization's Capacity. 3. Launching the Project Testing for Project Readiness Developing aRationale for the Project Getting Buy-In and Commitment fromInternal Constituencies Getting Ready for a Bricks-and-MortarProject What Costs Will We Encounter and When? Obtaining Up-FrontPlanning Costs Answering Important Questions Understanding the Roleof In-Kind Donations. 4. Conducting a Feasibility Study What Is a Feasibility Study? DoYou Need a Study? What You Can Learn from a Study How to Get Readyfor a Feasibility Study How to Time the Study How to Find the RightConsultant Cost of a Feasibility Study Risks of Not Undertaking aStudy Alternatives to a Feasibility Study. 5. Building the Campaign Framework Responding to the Results of theFeasibility Study Deciding Next Steps Setting a Campaign GoalPreparing the Case Statement Testing for Leadership Using the Testto Prepare for Volunteer Training Thanking and AcknowledgingParticipants. 6. Raising Early Funding Determine Early Funding Needs Option One:Campaign for a Seed Fund Option Two: Build a Campaign Chest OptionThree: Establish a Loan Fund Option Four: Establish a CombinationLeadership Fund and Loan Fund Option Five: Use Public Bond Fundsor? Tax-Exempt? Financing Option Six: Use Private Bond Funds OptionSeven: Get Creative. 7. Looking Ahead Resources Top Ten Reasons Campaigns FailEstimating the Costs of Fund Raising Sample Expenses for aThree-Year $3 Million Capital Campaign Organizations ReferencesUseful Publications.