Capital Campaigns
The Basic Steps are Known
Capital campaigns can help a congregation in many ways, provided they are done correctly. Fortunately, so many have been done over the years that the basic steps for a church are well established. Some experts feel congregations should undertake a campaign at least once a decade because of the accompanying focus on mission associated with a capital campaign. It is certainly true that capital campaigns usually make congregations healthier.
Using professional campaign counsel is one of the most important steps to assure a successful campaign.
Cultivation of the congregation should continue throughout the campaign.
Six Essential Steps
There are six essential steps to a successful capital campaign.
- First, start planning. Create or examine the long range plan adopted by the vestry. Which goals have the greatest urgency? Identify several goals so the campaign will have broad appeal. These goals will eventually be stated in a compelling way in the case statement. The feasibility study, which tests the reasonableness of the goal, is part of the planning process.
- Second, get organized, which begins by recruiting the campaign committee. The committee's responsibilities include: developing the plan, setting policies, soliciting leadership gifts, provide overall management, and appoint other committees as needed.
- Third, solicit major gifts, which are also called leadership gifts, before the campaign is officially launched. Most counsel recommend a "top down, inside out" approach. Begin soliciting top prospects for major gifts and those who are most involved in the congregation.
- Fourth: general solicitation after launching the campaign. If you have 50% of the goal in advance gifts, you will be well on your way to success when you launch with a kick-off event. The challenge is maintaining the momentum.
- Fifth, celebrate success. A successful conclusion calls for a celebration and words of appreciation.
- Sixth, it's not over till it's over. Evaluate the campaign, record pledge payments (usually over a 3 year period), and identify other projects for the next campaign.
A capital campaign provides a congregation with many benefits: enhance the visibility of the mission and programs, address long-term goals, spiritual growth in generosity, broadens support base, and involve people in new ways.
If you're a small church in the Diocese of New York, consider the Partnership Program. For additional information and advice, please contact the Stewardship Office.
