Manage the phases of your capital campaign

Your teenager isn’t the only thing that should be going through phases.

Capital campaigns should be plotted in phases to mark progress and make sure goals are reached in a predetermined time frame, according to Charles G. Lewis, senior vice president of development, marketing and public affairs at Lehigh Valley Hospital and Health Network (LVHHN) in Allentown, Pa. Here’s the best part? The capital campaign phases generally don’t induce insolent back-talk.

And LVHHN should know – the organization reached its $45 million campaign goal three years earlier than expected. Lewis shared the basics on phasing capital campaigns at the recent Fundraising Day in New York.

Here’s how you begin to phase your campaign:

• Planning and launch. In this time frame, you should develop the case for support and campaign themes, such as a logo or other key marketing areas. Decide who will be a part of your core campaign leadership and start making initial gift solicitations.
• Cornerstone and pacesetting. Create a campaign steering committee and arrange a few meeting for the committee to review prospect lists. Update your steering committee regularly. Complete naming opportunities and gift recognition plans. Begin soliciting seven- and six-figure gifts.
• Leadership gifts. Continue to hold steering committee meetings. Plan on a benchmark goal event – this will keep spirits high and reaching a goal is reason to celebrate. Keep asking for those seven- to six-figure gifts, but start to jump into employee gift asks.
• Major gifts and employee gifts. Keep on trucking with the seven- to six-figure gifts. Start putting more pressure on major gift solicitations and kick start the employee gifts. Begin to develop the direct mail that will go out to the community. Evaluate how the campaign is doing so far.