Years ago, when I was running a capital campaign for a K-12 school, one of our parents came to me with a great idea. She wanted to host a dinner and invite all the parents from her child’s class. She would ask each to pledge $5,000 over five years. The evening would net a cool $100,000. Not bad for a few hours work.
Expecting a cheer, or at least a smile, my poker face perplexed her. I explained we identified one of those families as a potential $500,000 donor. If she asked for $5,000, it would be very difficult to go back and ask for more. She raised an eyebrow but seemed to understand. Such is the math of a capital campaign.
While you never want to thwart a volunteer’s enthusiasm – many just want to get out and ask for money – carving out time for volunteer training is essential. Volunteers need to understand the answers to some fundamental questions. How can a campaign have a ‘quiet phase’ if everyone in the organization knows you’re planning to build a new facility? If people love your institution, why would they refuse to give? What do you mean it’s almost impossible to raise money once a building is up?
Prepare Your Volunteers for Success
Devoting time for volunteer training to share principles of fundraising with your volunteers (and employees) is a key to success. This includes the governing board, management team, Campaign Cabinet, and the organization’s staff. They must understand that:
- there are different phases to a campaign
- the vast majority of funds will be raised in the quiet phase
- 80% of the funds will come from 20% of the donors
- at least three prospects are needed for every successful gift
- wealth does not equal inclination to give.
Help your volunteers distinguish between cultivation and solicitation visits. Give them the opportunity to role play a visit so they appreciate the power of listening and are prepared to answer tough questions. Convince them that campaigns run on detailed data. Make them understand that cold calls rarely result in a gift; glitzy events do not reap the same return on investment as well-planned one-on-one visits; and most importantly, successful campaigns require plenty of hard work and volunteer hours.
At a parent event during the public phase of the campaign, a board member stood in front of a packed auditorium. After loosening his tie a little, his opening line was, “I drew the short straw, so I’m going to talk to you about fundraising.” He probably expected a few laughs. I had to stifle a cringe. Obviously more training was required. After all, fundraising is a complicated undertaking.
The Dennis Group Consultants have the expertise and passion to help uncomplicate your campaign strategy. Reach out to learn more about how we can help prepare your volunteer team to maximize support for your organization.
Patrick Peotto, Senior Consultant
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