Capital Campaigns: The Basics
Working for a nonprofit, you want to do as much good as possible. One of the most effective ways for nonprofits to achieve larger development goals is with a capital campaign. A capital campaign is a period of heavy fundraising efforts. Nonprofit organizations work to raise a significant amount of money within a specified period of time. Often this kind of campaign is used in order to raise funds to acquire, build, or expand a facility, or to set up an endowment. A large-scale campaign like this can be the only way for an organization to achieve goals that are vital to its efforts.
Targeting your efforts is essential to ensure you meet your goals within the time period specified. Unlike more general fundraising efforts, capital campaigns are specific. They require defined target benchmarks as you move through the campaign timeline. Capital campaigns give your supporters a specific, concrete goal that their dollars will go directly towards funding.
A Key to Capital Campaign Success
Running a capital campaign requires numerous steps and committed individuals. One piece of the puzzle is awareness. When looking to raise a significant amount of funds, it’s critical to develop an awareness campaign that will be compelling and impactful for the duration of your fundraising.
Printed materials like brochures are an effective way to educate your donor base about your campaign. Making use of official printed materials helps to give donors a sense that your campaign is structured and professional. A well-designed brochure can give you the confidence that your campaign is being presented in the best light. It also gives your campaign goals a greater chance of being met.
A brochure helps to tell the story. Mention who is involved, the mission of your organization, the details of the project (including costs and intended outcomes), and how to give. With a brochure, as with all of your campaign materials, you’ll want to focus your message on the benefits your campaign goal will have for the community that you serve, rather than just on the building or item itself that you’re looking to raise funds for.
Capital Campaign Brochure Outline
Part 1: The Introduction
You probably have a lot to say about the needs and deeds of your organization. But you’ll want to keep your brochure’s introduction brief. This is a good rule of thumb to follow throughout the brochure. Your copy should be clear and concise. Write in an enthusiastic tone that speaks to your donors. Help them become excited about your mission and the positive outcomes that will result from their contribution to reaching your capital campaign goals.
Readers may have extensive knowledge of your nonprofit, or they may know very little. To make your brochure accessible to everyone, you’ll want to include a short overview of your organization. Include who you serve and the types of programs you provide. This can help to give your nonprofit credibility as you guide donors throughout the specifics of your campaign.
Part 2: Your Mission
Towards the beginning of the brochure, you’ll want to include a concise version of your nonprofit’s mission statement. It’s also important to show donors the current impact of your organization. Incorporate specific facts/figures to reiterate to donors the good work that you do and show them why they should contribute to your growth. This section is a good place to include an impactful quote from someone that has benefited from your organization’s services.
Part 3: The Capital Campaign
You’ve shown donors who you are and the good you do, giving them a reason to support you. Now it’s time to outline the details of your capital campaign.
This is the meat of your brochure. Start with describing your need, and make sure to be specific. Show donors that this campaign is well thought out, both in terms of your needs and the intended outcomes. Donors will want to know specifically what their contribution will be funding. Having a concise description of your vision, proposed outcomes/solutions, and how exactly the funds you raise are to be used will give your campaign credibility.
Part 4: Why Now?
It’s important to ground your capital campaign in relevance. You’ve already described the needs of your organization and how you hope to resolve them. Here is your chance to show the larger community impact and the timeliness of your campaign. It’s likely that your nonprofit works to meet the needs of individuals as well as the larger community in which you live. Showing how you fit into the bigger picture can be an effective way to compel your donors to contribute.
Part 5: Where Do You Fit In?
When developing your brochure, put yourself in your donors’ shoes. Anticipate the kinds of questions your donors will have, and answer the major ones in your brochure. Then, your donors will see your materials as a credible resource for understanding the issue or cause you work to aid. You’ll give them confidence in the necessity and success of your campaign’s mission. Draw the donor in and make it personal with context that makes them part of the solution. Lead with something like, “this is where you come in….” You want your donors to feel that their contribution is vital to your campaign’s success and to show how the larger issue may be affecting their lives. You can also use this section to thank your donors in advance for their support.
- Strong visuals are crucial to ensure that donors can visualize the intended outcome of the campaign that their dollars are going to fund, as well as the people who are going to benefit from this development.
- Focus on being visually cohesive. Bring design elements from your nonprofit’s website or other printed materials into your brochure, so readers will be quick to associate your campaign with your organization. If you have a logo or design aesthetic in use for other campaign materials, be sure to use them consistently across the board. Consistency and a unified message will enhance the credibility of your capital campaign.
- Leave a generous about of negative space to help the most important information stand out and make it easier for readers to process. Try to keep your information simple, but as effective as possible, with a clear call to action.
- Adopt a multi-channel approach. A brochure can help drive traffic to a website, where donors can learn more about your organization and make donations. Include the essentials in your brochure and integrate it with your digital marketing, making it easy for your donors to donate, contact you, and find your digital resources.
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