Capital Campaigns

Some of the resources you need to conduct a successful capital campaign are:

• Prospects who are capable of large donations
• Volunteers who are willing to make one-on-one presentations to large prospective donors and have the ability to influence these donors
• Professional communications and administrative support
• Possibly consultants to conduct market research
• Possibly professional campaign management
• An organization that has an impeccable reputation in the community

Probably the key resource is a group of volunteers who can make relatively large donations themselves, and use their influence to persuade others to make similar large donations. If you have these types of volunteers, they can help you find the prospects you need. Staff can mobilize the resources needed to support them.

Sponsorships

The two key requirements for selling sponsorships to raise funds for an organization are marketable assets and someone who can sell those assets. A marketable asset is usually something on which a company can display a name, logo or message. Common assets include the name of a building, the organization's website, back of a team jersey or similar piece of clothing, boards surrounding an arena or playing field, and signs in various locations at an event. Value of an asset is determined by the number and type of people who will see the asset.  Media coverage of the organization or its events can leverage the value of the asset.

Sponsorships are usually sold either by staff persons, or professional firms that specialize in this type of business. In the case of special events, or similar situations where many smaller sponsorships are being sold, volunteers may be used. The size of the organization and the size of the sponsorships being sold will determine the type of sales method.

Gaming

There are basically two types of gaming available to charities. One form is the volunteer operation of casinos or bingos. In this situation, the owner of the casino or bingo shares the proceeds taken in during a specific time, such as a designated evening, with the charity. In this form of gaming, the key resource needed is volunteers who are willing to spend a weekend or some evenings engaged in this activity.

The other form is lotteries or raffles (with variations such as 50-50 draws and sports pools). Lotteries and raffles require an organization to purchase prizes and, depending on the extent of the marketing campaign, have funds in place to advertise the sale of tickets. Costs of prizes and marketing campaigns can be quite expensive, making money the key resource necessary to engage in this form of gaming. Professional firms can be hired to manage a lottery.

The variations mentioned above, such as 50-50 draws, smaller raffles and pull or Nevada tickets, are a bit different and are usually associated with a specific event or location. Volunteers sell the tickets, making them a key requirement for this type of gaming.

Government, Foundation and Corporation Grants

Similar to major gifts programs, successful application for government grants requires someone in the organization to research the needs of the organization, research government grant programs and make applications to the programs that are suitable to meet the organization's needs. This person is usually a staff person, although in the case of some smaller organizations volunteers may take on this responsibility. 

While a staff person is key to doing the research and making the applications, volunteers often play a critical role in lobbying the decision makers in government to support the application. They do this by calling their alderman, MLA or MP, writing letters, or making personal visits to government officials if possible.

Direct Mail Campaign and Door to Door

Direct mail requires a significant financial investment if the number of pieces mailed is extensive. Therefore, it follows that the organization must have enough money to make the investment if it is going to consider a direct mail campaign. Preparation and conduct of a direct mail campaign is usually done by a combination of staff, who manage an organization's database, and private firms that do the printing and mailing as a part of their business. 

The process usually starts with a staff person describing the cause. The direct mail company uses that information to prepare a letter and package, including the graphic arts presentation and the printing. Staff prepare a database of potential donors for the mailing and give this list to the mail firm, who will then get the letters in the mail. Staff or volunteers receive the returned letters, open the letters sent in by donors, keep track of the money and record these donations.

If a list is not available to the organization, it may purchase a list such as magazine subscribers, credit card holders in a certain area, or members of a professional association. Another alternative is to make an unaddressed bulk mailing to everyone in a certain postal code. Returns will vary depending on the type of list used.

Email is becoming a viable alternative to direct mail. An organization may build up an email list from newsletter subscribers and members as an example, and send an email soliciting funds to this list. The email may contain a link to a website, allowing the donor to make a donation online. Online payment can only be made with credit cards, which may decrease the response.

Large numbers of volunteers are the key resource needed to conduct a door to door campaign. Usually the recruitment of volunteers is done by making phone calls in the area to be canvassed. The telephone callers may be paid staff or volunteers. There are private companies that do door to door canvassing with people who are paid an hourly fee, but the costs will have an impact on the net result of the campaign.

Door to door campaigns are usually successful for organizations that appeal to a wide range of people, such as a healthcare charity, or for organizations that serve a specific neighbourhood or district, such as a school or community centre.

Planned Giving

Since planned gift decisions made by donors usually involve more complex tax, estate planning or property transfer issues, and sometimes require a legal contract, it is advisable for an organization to be associated with some trusted professionals, such as lawyers, accountants, financial planners and insurance agents. These people can assist both the donor and the organization with making the right decisions. These professionals may be paid, or may choose to volunteer their time. Larger organizations may have a planned giving professional, who is trained in legal and financial matters, on staff to direct the planned giving program.

Special Events

There is a lot of variety when it comes to special events and the resources required can vary accordingly. As an example, a large event like a marathon or charity walk may require hundreds of volunteers, whereas a relatively small luncheon may be organized solely by staff. There are also professional event management companies that can be hired for to plan and manage your event. The financial resources required to stage an event can be significant if deposits must be placed to secure venues, hire entertainers, buy advertising and so on. If you choose an event as one of your strategies, the event should be described so that it indicates some understanding of the resources that will be required.