Fundraising for Social Change, 7th Edition

PART FIVE Using a Campaign Strategy for Raising Large Amounts of Money

In the following three chapters, I look at needs that can only be met with large gifts, and I discuss using a time-limited intensive strategy to raise that kind of money through giving campaigns.

The three campaigns discussed reflect an organization’s three types of financial needs, as introduced in Chapter Six:

Annual Funding: Annual funding is the money the organization needs every year. Donor gifts to annual funding generally come from their annual earnings. In order to be able to increase an organization’s annual funding, it encourages as many donors as possible to become major donors. It may do this through a major donor campaign.

Capital Funding: From time to time, an organization needs something it doesn’t need every year. For this kind of need, additional money has to be raised beyond the annual budget. For small capital needs (new computers, ergonomic office furniture), an organization may just add money to its annual budget and raise it with an extra appeal, or it may submit a proposal to a foundation or an appeal to a generous major donor. When the capital improvement involves buying, retrofitting, or renovating a building, however, the organization usually needs to conduct a campaign to raise the money from a number of sources. For capital funding, a capital campaign encourages donors to give larger gifts, which often come from assets.

Endowment Funding: Organizations that think they will be ...