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Transcript of PCTA
Why a capital campaign?
What are we raising money for?
Land protection program
Strengthening the organization
Fulfilling the strategic plan goals
We've Reached the Summit
The capital campaign for PCTA
Capital Campaign is the most effective method for raising large amounts of money
Donors engaged in a larger vision
Enhances PCTA's reputation
Campaign will provide infrastructure to raise additional money for land protection post-campaign
Emerging as a different organization
Transformational program that goes beyond a completed project
How much will we raise?
Tentative goal is $6 million - $2 million for capacity building and $4 million for land protection fund.
The minimum campaign goal will be set after readiness phase and feasibility study report.
Early leadership giving and enthusiasm for capacity phase is critical.
Asking for capacity funds as part of a capital campaign
Has become more popular
Focuses on institution-building
Ties into strategic plan in terms of building infrastructure
Land Trust Alliance: $35 million for capacity building, advocacy, capacity building for orgs, etc. ($28 million already raised)
What do we need to succeed?
Full board commitment #1 priority project.
A compelling case
A staff focused on executing campaign with guidance from counsel
50-60% Liz's time
"Ducks in a row" every detail understood and lined up
The right campaign chair
Campaigns are won and lost before they start.
Capital campaign planning phase
Is there agreement on and enthusiasm for the case?
Is the financial goal based on what you learn from the planning study, or is it based on what the institution wants or needs?
The Myth of the Capital Campaign Case Statement Publication
Useful campaign tool, but can’t raise money itself
Instead, focus on leadership gifts and top of the gift table closes
Charismatic leaders trump strong cases
Donors are more likely to invest their charitable dollars when they believe in and are inspired by the institution’s leadership.
The single major factor behind most successful campaigns is…
a pervasive sense of optimism.
Prospective donors need to believe that they are contributing to a winning enterprise.
The single major factor behind most failed campaigns is…
. …the leaders were afraid to ask.
Five "Dirt"y Secrets of Capital Campaigns
Pre-campaign phase (October 2014 – mid-2016 ---or longer if needed)
Benchmarks to move on to campaign phase
Planning study (early 2016)
Review results and recommendations; set initial campaign goal (spring 2016)
Launch campaign in summer 2016
3 year campaign with 5 year pledge period
Establish board steering committee
Develop campaign plan
Identify prospects through donor screening and prospect research
Identify campaign leadership prospects
Develop campaign materials
Phases of the campaign (some simultaneous activities)
Phases of the campaign (some simultaneous activities)
Cultivate and educate prospects
Engage campaign volunteers and board members
Schedule donor visits (teams of two - 1 volunteer and Liz)
Follow up with donors/proposals
Pledge or Fulfillment Phase
Board - authorize campaign, establish board steering committee for oversight, all should participate in cultivation/solicitation
Campaign cabinet – donors and solicitors
Liz - staff head of the campaign
Angie - campaign manager
Counsel – campaign planning and strategic direction
Campaign roles and responsibilities
...depends on each of you individually, not just as a board. You can’t let everyone else do it for you. You own this campaign.
Success of this campaign...
Urgency – both for strategic plan goals and to be ready to launch capital campaign
Raise $850,000 in 1 ½ years
Ask for board gifts – we will count pre-campaign capacity gifts as part of overall campaign. Board members will be asked to give finest gifts they are capable of giving to launch this effort.
Solicit key donors who are already committed to our organization and vision
Seek foundation and corporate funding – strong board giving will increase our chances for foundation gifts
Case for support for capacity building includes:
launch land protection program
increase awareness through marketing and communication efforts
invest in fundraising staff and resources
campaign launch funding
Capacity building fundraising
Why Capacity Building?
Launch formal land protection program
Hire Land Protection Manager
Develop program with more information to share with donors, strategies for priority parcels, etc
Staff development department effectively so we can continue to meet ever-growing annual operating funds
Hire Major Gifts Officer – expand PCTA ability to cultivate and solicit major donors for annual giving and campaign gifts
Give more responsibility to Annual Fund Manager and Development Associate to manage major donor mail program
Recruit additional board members who are committed to campaign
Develop geographic communities – much of the campaign activities will happen in our five key urban areas
Write campaign case for support
Prepare for planning study - early 2016
Review feasibility study report findings and recommendations - April 2016
Why a planning study?
Begins engaging prospective donors and campaign leaders
Help PCTA learn:
Community’s perception of the importance of the project
Feelings, both positive and negative, about the organization and its mission
Size of the potential donor base and its ability to give
Availability of strong campaign leadership and effective volunteers
External factors that could influence the outcome of the campaign
Is $6 million achievable? Should the goal be lower or higher?
When is the best time to launch the campaign/project?
Are there any issues to be addressed before we begin? For example:
Organization needs more awareness
Case needs to be strengthened