How to launch a successful capital campaign in nine steps

Ready for a fundraising blitz? When you need to raise money for a specific project, launching a capital campaign is the way to go.

Capital campaigns can generate a lot of funds on a race-against-the-clock timetable. You need to define your message early, set your campaign goal and timeline, and have the right fundraising tools to make your campaign a success. Below, we show you how to do just that.

First, let’s define “capital campaign” so we’re all on the same page. 

What is a capital campaign?

A capital campaign is a focused, time-limited fundraising effort undertaken by nonprofit organizations to raise a significant amount of money for a specific purpose. This kind of capital fundraising is typically used to fund major projects or initiatives that fall outside the scope of regular annual fundraising activities.

Why do nonprofits run capital campaigns?

Many organizations, including schools, sports teams, nonprofits, and clubs, run capital campaigns to support the improvement, expansion, or acquisition of physical assets, which are reflected on your end-of-year balance sheet.

If you're purchasing or repairing a building, vehicle, or piece of machinery, this requires a capital campaign. Here are some examples:

• Your fire department needs to purchase a new truck.
• Your community center needs a new roof. 
• Your hospital is constructing a new children's wing.

Nine steps to make your capital campaign a success

Since a capital campaign timeline offers little wiggle room, the planning and execution process is critical. The bulk of your workload takes place in the initial stages—before a public campaign announcement even takes place.

Implement the following fundraising strategies to kick off a successful capital campaign.

Step 1. Gather your team members 🤝

Your campaign’s success rests on the shoulders of your campaign chair, board members, consultants, staff, and core volunteers. So, before getting into the nitty-gritty of planning a capital campaign, you’ll want to assemble the right team. 

Gather stakeholders early to establish a clear goal, create a strategic plan, build a list of major donors, set deadlines, and delegate tasks. Your team will develop a case for support, explaining why your campaign is necessary and how it benefits the community. 

Step 2. Create a feasibility study 🔎

Think of a feasibility study as a focus group for your campaign. It assesses whether the projected dollar amount and timeline are reasonable to hit your target. A capital campaign consultant may suggest sending your study (often in the form of a survey) to community members to gauge how your campaign will be received, who is most willing to support your efforts (aka prospect research), and where you should allocate resources.

To implement a feasibility study, you can use Givebutter’s free email marketing software to keep all of your communications and donor information in one convenient place. 

Step 3. Finalize your deadline and fundraising goal 🥅

A definitive goal and timeline separates a capital campaign from a regular fundraiser. Finalize these figures by setting a budget, creating a list of fundraising costs, and allowing for setbacks in your campaign timeline.

Once you account for these items, you’ll be able to share your specific goal with the broader community on a centralized landing page, creating a sense of urgency with a set end date. 

Step 4. Target major gift donors 💰

The majority of solicitations occur during the "quiet phase" of a capital campaign. During this phase, reach out to major donors and make a case statement for your campaign. Develop a gift range chart for major donations and calculate how many major gifts are required to hit your target.

To effectively connect with major donors, you’ll want to use one-to-one communication channels, such as direct mail, personal phone calls, and email messages. This stage is when storing supporter information in a nonprofit CRM will come in handy. You can keep tabs on previous gifts, contact information, and personal notes—making this step so much easier.

Step 6. Create marketing assets 💫

Now, the fun begins. Have your team develop creative materials to promote your campaign, such as brochures, videos, and social media graphics.

These materials will be used during the public phase of your campaign, rallying the community to hit your capital campaign goal. Develop an enticing, visually appealing campaign that excites your supporters, and ensure your donation page is customized to match the branding of your other marketing materials. Add GIFs, drawings, images, and videos to create a compelling launch.

Step 7. Get the word out 📣

The team is ready, major gifts have been made, and marketing materials have been published. Now, it's time to spread the word far and wide.

While direct mail, cold calling, or other one-to-one initiatives may be useful to reach major gift donors, take advantage of one-to-many communication channels for a broader reach. One-click social sharing allows supporters to easily share your campaign across their networks. 

Bonus: Implement peer-to-peer fundraising to add teams and leaderboards, igniting some friendly competition in your campaign.

Step 8. Accept donations 💲

After some significant outreach, you should start to see funds trickle in.

To ensure you receive these donations and keep them organized, offer donors multiple ways to give—like check, PayPal, ApplePay, Venmo, DAF, credit card, and more.

Givebutter’s pledge management feature also makes it easy to accept major gifts, sponsorships, and other pledged donations with quick, secure payment links. 

Step 9. Keep the momentum going 🌀

Connect meaningfully with donors on your supporter feed as they contribute and automate emails and text message reminders to encourage donations, even after your initial launch. You can even set up a custom message within your automated receipts asking supporters to share with friends and family members.

In addition to donation receipts, remember to express your gratitude with personalized thank-yous via email, social media, phone call, text, direct mail, or all of the above! 

Capital campaign phases

Need a quick overview of the different phases of capital campaigns? Use this handy timeline to plan and keep track of all of your efforts. 

Planning phase (3-6 months) 

• Form campaign leadership team
• Create detailed campaign plan
• Conduct feasibility study
• Develop case for support
• Set campaign goal and timeline

Quiet phase (12-18 months)

• Solicit lead gifts from major donors
• Secure 50-70% of campaign goal via major gifts
• Cultivate and engage key prospects
• Refine campaign messaging based on donor feedback

Kickoff phase (6-12 months)

• Launch campaign publicly
• Implement broader fundraising strategies
• Engage community and media
• Continue major gift solicitations

Final push (3-6 months)

• Intensify efforts to reach goal
• Engage all potential donors

Wrap-up phase (1-3 months)

• Conclude fundraising activities
• Celebrate campaign success
• Begin donor stewardship programs

Follow-through phase (Ongoing/long term)

• Implement funded projects
• Provide regular updates to donors
• Continue stewardship activities

Check out these nonprofit capital campaign examples for inspiration

Great Lakes Rabbit Sanctuary 🐰

A great example of a capital campaign for nonprofits in action is Great Lakes Rabbit Sanctuary’s Barn Bunnovation campaign, which is raising money to fund new barn floors.

What sets this campaign apart is GLRS’ hyper-specific appeal. Instead of general donations, the organization asks donors to contribute to a particular initiative and sets a very specific fundraising goal so donors know exactly what they’re supporting.

Detroit Waldorf School 🏫

This school-based capital campaign is another great lesson in creating specific appeals. With a strong story, video, and graphics, DWS makes a compelling case for expanding its learning space. 

‍

Stinson Beach Volunteer Firefighters Association 🚒

The Stinson Beach Volunteer Firefighters Association’s capital campaign is succinct and straight to the point. 

When supporters land on this campaign page, they’re immediately greeted with a custom graphic that outlines exactly what the organization is fundraising for (station improvements, staffing, etc.). They’re well on their way to their $16M goal! 

God’s Secret Service Agents Foundation 💛

God’s Secret Service Agents Foundation (GSSA) is another stellar example of how capital campaigns can help nonprofits meet and even surpass their fundraising goals.

GSSA asks supporters to help one initiative: raise $35K to build a "Place of Hope" for poor children and families in remote tribal Kajiado, Kenya. Not only is their ask direct, but their campaign page is full of emotional storytelling, too. Plus, they give supporters multiple ways to contribute—even by sharing on social media! Together, they were able to surpass their goal by almost $10K!

Ruth Stone House 🏠

Ruth Stone House, which offers virtual and in-person literary arts education programming to the public, conducted an incredibly successful capital campaign to fund property restoration. 

This nonprofit’s campaign page includes a heartfelt backstory about the house's origins and why its preservation is essential—and even includes a few photographs!

Steel City Theatre Company 🎭

Steel City Theatre Company has a lofty goal of raising $1 million for much-needed renovations. 

This organization’s capital campaign has several amazing features, including a detailed backstory, photographs, and information on what specific donation amounts will accomplish (e.g., $10 buys a section of wood for audience seating platforms).

Successful capital campaign fundraising depends on the right tools

Ready to roll up your sleeves and get to work? As a capital campaign best practice, the bulk of your work takes place early in the process. Gather your team, set timelines and budgets, and create a major donor list. Finally, develop gorgeous marketing assets and quickly get the word out to your community.

To launch a successful campaign, you need the right tools at your fingertips. With a spread of world-class fundraising features, Givebutter brings together everything changemakers need to reach their goals. To get started on your capital campaign planning, launch your free Givebutter account today!