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Dollars & Sense is a monthly series started over a year ago. Please email your questions...and be certain to look regularly for Dollars & Sense. Recent Questions How to Ask Faculty & Staff for Gifts? How Restrictive Is The HIPPA Privacy Regulation? What Happens When A Campaign Is Completed? What Happens When A Campaign Is Completed? Why Do So Many Fundraisers Become Consultants? What are the Pro and Cons of Creating a Bonus System? How Much Should You Spend for Campaign Costs? |
Dollars and Sense What Happens When A Campaign Is Completed? Jane Ratzlaff asks an important question. She is Vice President for Development at The University of Montana Foundation. Jane asks: “I read a lot about campaign planning from the kick-off through the victory celebration. But what I would like to know is what should be done about the follow-up with campaign donors, the boards role in campaign closure (including fiscal reporting on project completions), and transitioning our organization back into a major gift mode?” We asked Douglas Dillon to respond to this question. Doug is Managing Partner of Jerold Panas, Linzy & Partners. We believe the benefits of a campaign far outweigh the dollars represented. You have: i) widened your circle of friends and influence ii) told the story of your work in a way you have never been able to do before, and iii) ignited passion in the life of your donors for your organization—to feel they are making a difference. Now the real work begins (and you thought the campaign was exhausting!). The stewardship of donors should be your number one priority. It is not enough to have thanked them for their gifts and simply send pledge reminders. Much more is required. The business of philanthropy is personal. When it comes to your major donors, no cookie-cutter approach will do. You must ask the question: “How can we keep them in our institutional hug? I have some ideas. Create a one-page newsletter focused solely on the progress of the campaign project. Give current updates on construction and programming changes. Consider a thank-a-thon. Have staff or volunteers call donors to tell them how their gift is going to personally impact the quality of their work and the lives of those being served. Invite donors to not only the ribbon-cutting ceremony, but a specially prepared pre-opening hard-hat tour. The board’s role in the campaign closure is critical. The newsletter addressed earlier should include remarks from a board member as to how the gifts are being used and your progress to-date. Every board meeting should have an agenda item dedicated to the progress of the campaign. They must take ownership. Finally, transitioning back to a major gift mode from the campaign model is challenging—but very important. A fundraising verity states: “Dollars chase ideas, but never catch up to need.” Determine your organizations next priorities? Write a new case statement addressing these needs. Further, review prospects for the intensive major gift effort. Determine those who gave token or no gifts at all. Develop a plan to continue cultivating and engaging these men and women in the vision and mission of your work. But understand—your best probable donors are those who gave generously to the campaign. Remember, your successful campaign was the very beginning of a mature and continuing development program. Aim High – Jerry Panas |
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