Can I Run an Annual and Capital Gifts Campaign at the Same Time
Nancy Crowley is D/D at Archbishop Mitty High School in San Jose, California. Her capital campaign will run concurrently with the annual (sustaining gift campaign) program.
Question: Nancy wants to know if she should present both opportunities at the same time? Or go for the sustaining gift and then follow-up sometime later for the capital program?
My strong preference is you go for both at the same time.
An immutable rule is you do everything possible to protect your annual giving program. You want donors to feel their giving is regular and uninterrupted. You celebrate their continuous support.
When I make a call in a situation like this, I like to say something such as: “I have two things I want to talk with you about today. The first is easy— it involves your support for your ongoing giving. You’ve been such great help in the past and we hope that will continue.”
We talk some about the annual gift, how much help it is to the ongoing program, how important it is that it be continued.
Bingo. The gift is made.
“Thanks so very much. This will mean so much to our program. Now I’d like to talk with you about our major capital campaign. You’re going to find this very exciting. Etcetera.”
If the person says they don’t feel they can give more than what they’ve been doing for their annual support and suggest you put their money wherever you prefer— I always tell them I want them to continue their annual giving. But I would probably try once more for the capital gift.
“You’ve been a wonderful friend and we’re grateful for all you do. We couldn’t do without your annual support so if I have to make a choice, that’s where I would like it to stay. But let’s talk once more about the exciting capital program.”- The Partners