Скачать или смотреть Capital Campaign Tutorial #28: The Best Method to Run a Capital Campaign

To run a capital campaign, you need a system that constantly focuses on the things that matter most. That means your Catholic school or parish first needs a major gift prospect list. Second, your development professional and campaign committee must have the discipline to work the prospect list from the top down.

Working the list "from the top down" means focusing first on major gift prospects with the highest possible payback. For example, donors capable of making six and seven-figure gifts.

But I also teach people to work the campaign "from left to right." Picture the solicitation process as a continuum of activity, a path for donors to walk from left to right. The path begins with your efforts to secure an appointment. Then there is the visit. The person promises "to do something" but doesn't commit to a gift just yet. So you call back a week later, and so on.

The success of your capital campaign depends upon the ability to track the process for each major gift process. Where are they on the continuum of activity? Are you still trying to get an appointment with Mr. Anderson, or following up on a meeting you had last month?

Working "left to right" means following up with each major gift prospect in a way that moves them closer to a gift decision, until finally the pledge form and first check is received. This method will ensure your time as a development professional yields the best fundraising results.