Capital campaigns: Do you start the one you've been planning, pause an ongoing campaign or keep moving forward?
The COVID‐19 pandemic continues to spread, the economic recovery has been interrupted, the nation is in political and social turmoil and your first instinct might be to say, “Now is not the time.”
“The pandemic has and will impact every capital campaign and other fundraising initiative in the charitable giving sector, but that does not mean the current environment should disrupt or terminate your plans,” says Chad Gobel, CEO and founder of the Gobel Group, a consultancy based in Kennett Square, PA. “First and foremost, don't panic: Stay calm and keep moving forward, but take the time to carefully assess your campaign, its messaging, gift potential and campaign schedule.”
Your initial primary task, according to Gobel, is to tap down on the sense of panic. “Negativity can quickly spread, and many of your board members, capital campaign cabinet leaders and loyal donors may begin to express serious concerns.”
The following key steps can help to alleviate concerns and catapult your campaign to a successful conclusion:
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Convene your governing board and campaign cabinet virtually. The goal is to offer reassurance, seek input and guidance and tell the truth. Your leadership volunteers are also business and community leaders and can offer valuable insight into how these sectors will respond to the campaign. Establish a regular schedule of virtual meetings as the campaign schedule is adjusted. Plan to extend the campaign for at least six to nine months as donors will need at least 90 days to evaluate their financial situations.
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Include the pandemic in your messaging and case statement. The needs and issues to be addressed by your proposed project have likely been heightened by COVID‐19, and, programmatically, many of your priorities may have been changed, e.g., virtual sessions, social distancing, protective equipment, technology.
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Shift your donor cultivation and solicitation strategies. In‐person events such as campaign luncheons and major donor solicitation calls will need to be reimagined. Become creative with impact videos, social media direct messaging, Zoom meetings and much more involvement from volunteer leaders with video testimonials and personal calls.
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Extend your schedule and be prepared to alter your giving pyramid. Each phase of the campaign will need to be extended, the quiet phase in particular. 9/11 and the Great Recession resulted in less involvement by donors making smaller gifts. Corporate involvement may also be affected, and the gift structure at the top of the pyramid will need to be redesigned. ◆
Source: Chad Gobel, CEO and Founder, Gobel Group, Kennett Square, PA. Phone (585) 598‐1171. Email: Chad@GobelGroup.com. Website: https://gobelgroup.com