Article submitted by John Phillips, Director of Advancement at Brighton Grammar School, Melbourne, and Trevor Wigney Award Recipient
With implementation of our recent Beyond Tomorrow capital campaign supporting our $70 million Centre for Science, Creativity and Entrepreneurship, I’d like to highlight a few ‘essentials’ that were front of mind throughout our campaign.
Look After Your Donors
Where would a campaign be without donor stewardship? I suppose what I am trying to say here is that if you look after your donors, stewarding each according to the level of their gift, you will keep them engaged. They will become stronger advocates, are more likely to upsize their gifts and will be primed for your next campaign.
Make the development of a donor stewardship matrix a key priority for your campaign, highlighting how each donor is going to be stewarded. Our transformational donors, for example, are stewarded through our Chairman’s Circle and are invited to an exclusive dinner once a year.
Data is Gold
It goes without saying that an effective capital campaign requires data, and this needs to be accurate. Analyse donor giving patterns – frequency, size, areas of previous support. Records of conversations and preferences of prospects, with up-to-date contact details, are vital to campaign success. Make sure you have access to a database that can deliver the exact data you require for your campaign.
It Takes a Village
Don’t underestimate this one: Board members, parents, past parents, alumni, students and staff all have a role to play in campaign success. From being involved in Fundraising events, featuring in the countless videos you will likely produce, acting as advocates or making a gift to the campaign themselves, each person has a vital role to play. Many in your village will be campaign volunteers. In fact, some of the biggest gifts to our recent campaign came through the work of our volunteers so make sure you train them for your next campaign. Oh, and make sure you thank those in your village. When you’ve thanked them, thank them again!
The Secret Sauce
Of course, underpinning everything tactically is your strategy document. This should shape the direction of your campaign and serve as a reference when reviewing progress, goals and direction. I certainly wouldn’t recommend embarking upon a campaign without a robust document that clearly articulates all aspects of your campaign. Without our detailed strategy, for example, I know our team would not have been able to execute a successful campaign. Make sure one of your campaign’s first priorities is writing your strategy.
Finally
Capital campaigns are mammoth undertakings. But when executed effectively, and allowing for curveballs, they can be highly enriching experiences for your institutions, donors and team.
John Phillips F.EdPlus
Director of Advancement
Brighton Grammar School
