Campaigns

There are numerous types of campaigns you can run to meet your fundraising goals. Campaign styles will also vary on the type of funding you’re trying to secure.

Short term campaigns , specific initiative campaigns, capital campaigns and bequeaths.

All four campaign types require different resourcing, have different KPI’s and require different levels of organisational support.

Short Term Campaigns

These campaigns are created to respond to an immediate need. A campaign calling for donations for a disaster, of materials or cash to be immediately redistributed.

These campaigns require an immediate reallocation of organisational resources. The call to action for donations may require a slight website modification or the creation of a crowdfunding campaign. Either way these campaigns should be able to be executed quickly, donors want to know you’re on top of your game and in the short media cycle that we have these days, you need to be current if you’re going to be seen as professional and a problem solver. Be prepared to go at the drop of a hat.

Specific Initiative Campaigns

Your organisation may have a number of programs that it runs. Each may have its own branded identity much like a soft drink company has multiple brands. Each of your initiatives may support a different sector of your market. A charity that looks after the homeless may run community food vans as well as accommodation centers as well as an employment arm. Donors may want to support one or all parts of your organisation so be structured in how you make your invitations to support so that they are aligned with your donors wants and needs. Some donors my want to sponsor the meals program but not the employment program.

Developing specific campaigns for each program or elements within a program may bring your more funding from a greater range of donors than an all in the one campaign. This can be especially true in the corporate sector.

Capital Campaigns

These campaigns are usually support the establishment of hospitals or smaller buildings, the development of infrastructure to support the NFP’s basic operations, property being a major element.

These campaigns require long term vision and long term planning They require strong management and adherence to targeted goals being met along the way. These campaigns can derail if intermediate goals are not met and misses immediately rectified.

Capital campaigns may have a mix of government and major philanthropic participation. Naming rights for significant donations are often offered, government may offer to meet dollar for dollar funding to a level as an incentive to engage private donors.

Bequeaths

As our population grows older and significant wealth of the baby boomer generation passes on, developing a long term bequeath program can help support the NFP’s long term vision. In passing many a donor will bequeath a portion of their funds to a cause that has served them , their family or a sector they had an affinity with. Establishing and managing a growing number of potential donors as the baby boomers move into retirement and passing requires creating a value proposition that says “in passing you can continue to make a difference”. The creation of a capital campaign or the wing of a building or the opportunity to provide funding to the establishment of a new service can all entice a donor to give in their will.

Be creative in this area, consult widely with the potential donors as well as their families because it will inevitably be a family decision to do as the will instructs. Challenges are very common these days and a vague reference to your organisation that fails to cement the relationship can see many years of work undone in a short period after passing.