Chapter 35: Campaign Essentials

Campaigns have served for more than a century as essential fundraising tools for nonprofits to address critical priorities. They have also grown in size and complexity as continuous advancements in data management and digital communications technologies have enabled organizations to share their case for support more widely and more effectively. While there are several campaign forms, all have an established goal amount and limited timeframe. They follow a similar cycle of phases: pre-planning, quiet (or silent), public, closing, and stewardship. Each phase includes specific actions and tasks to maintain momentum toward the goal and throughout the campaign timeframe. In describing the campaign process, the chapter places special emphasis on campaign readiness and planning, as the excitement and urgency of raising large gifts can often lead to inadequate preparation. The chapter includes several visual tools to help educate staff, boards, and other volunteers on campaign fundamentals. Successful campaigns are defined by more than achieving a dollar goal. They increase visibility, engage new constituencies, and expand the donor base to enable future campaigns.