How to Make Sure Your Capital Campaign Doesn't Fall Before It Starts
By: Richard Blackmon

What's the first step in a capital campaign process for a Christian school?

Knowing where to begin can be confusing. There are so many exciting and demanding aspects of funding and growing the ministry of a Christian school. Faculty development, attracting students, building relationships with local churches, and planning school events are at the heart of the staff and administrators.

As the board focuses on the long-term life and vitality of the school, questions arise regarding when to embark on a capital campaign. Many boards have invited me to visit and discuss when to begin a campaign. The answer depends on many factors, including need and opportunity. In almost every case, however, I recommend that the first step in a campaign be a planning study.

What exactly is a planning study?
A planning study evaluates leadership, gift potential, the suitability of the strategic plan, and timing; but, most importantly, the strategic plan helps you to avoid mistakes and potholes that can damage the campaign before you begin.

Because the planning study is a learning process, participants and constituents shape the campaign through their input and opinions. This collaborative spirit builds momentum and buy-in from the outset. It also avoids the board making assumptions regarding the priorities of students, parents and alumni about what's important to the present and future of the school.

The planning study will also evaluate the standing of the board and its ability to lead a capital campaign. A strong board with leaders and leading major gifts is vital to the success of a campaign. Some boards are active managers; others are advisory; others are honorary. The planning study will identify ways to maximize your unique board's structure to play to the strengths and mitigate the weaknesses.

Seeds of cultivation should be planted with plenty of time to grow before the harvest. The planning study plants those seeds by engaging potential donors and many constituents in the process of forming and shaping the campaign. Potential donors, leaders and volunteers grow in their enthusiasm for the campaign during a time of careful planning, listening, and course adjustment. Confidence builds as understanding and excitement grows.

Why else do we need one?
One of the most important aspects of a planning study is that it helps refine the case. In other words, the study answers the question, “What are our constituents most likely to support?” There's a distinction between need and goal — what your school needs and what the people are willing to support. That distinction is identified through a planning study, and measures can be taken to bring the need and goal into harmony before a goal is stated. Adjustments that need to be made to the case to maximize buy-in are identified by the study in advance.

In the same vein, the planning study provides an opportunity to test the financial potential of the school. The needs of the school might be financially feasible, too lofty, or might not take advantage of the vast resources available. There's nothing more difficult to overcome in the life of a capital campaign than not reaching the goal. The planning study helps to determine the right campaign goal by assessing the size and scope of potential leadership gifts. Protecting you from managing the embarrassment of a failed campaign is a primary benefit of a planning study.

Finally, a study provides you the opportunity to be seen by your constituents and friends as a faithful steward of the resources entrusted to you. A planning study displays your professional nature and signals a high competency among your development staff. As standard practice in not-for-profit fundraising, a planning study will be expected by high-capacity donors. Employing a planning study for your school campaign will meet their expectations and build confidence in your ability to conduct a successful campaign.

There are many advantages to beginning a campaign with a planning study, a few of which are outlined here. The most beneficial outcome is the protection against failure and embarrassment before you begin. Planning studies are invaluable tools that provide critical information, fuel interest, build community, and communicate the future hopes and plans for your school. It's a wise first step in your capital campaign.

Richard Blackmon is the chief executive officer of Viscern, www.viscern.com .