Why You Need a Concierge Marketing Strategy

concierge marketing strategy

What is Concierge Marketing?

As a marketer, you strive to deliver a personal experience to your clients each and every time, right?  Much like a good concierge, you try to get to know your clients– their mindset, interests, and passions. But, what about the moments before they even walk into your store?  Is your marketing using the same personal treatment to get a client to the door?

Think of this process as Concierge Marketing.  A concierge marketing strategy allows you to embrace a way of understanding, engaging, and personalizing your clients’ experience so you can develop a meaningful relationship with them from the very first interaction. Let’s explore some of the ways you can engage consumers by implementing key concierge marketing strategies.

Concierge Marketing Strategy: Meeting Customer Expectations

Customers’ expectations of brands have risen steeply. To be specific, they want personalized, transparent, and respectful relationships. While marketers know this is a critical time to pivot and engage with consumers in a new way, they are facing the challenges posed by the abundance of data and how to capture and glean knowledge from it. As noted in WealthEngine’s Luxury Marketers Guide to Engaging and Winning HNW Customers, here are some basic best practices:

  1. Know your customer
    It’s frightening that 40% of brands don’t target any specific customer or prospect segments. In addition, 28% of marketers don’t know which high-value customers they should focus their efforts on. That’s where data comes in. Use it and garner insights about your customer.
  2. Know your goals
    Once you understand the attributes and relative value of various segments within your customer base, it will be much easier to make decisions on where to allocate resources, and which strategies and tactics to expand. Using analytics can identify the point of diminishing returns for targeted campaigns, giving you more return on investment while safeguarding your budget.
  3. Know your needs
    Once you’ve established your goals and the strategies you will be using to reach them, you can identify the data that you have to support your initiatives. At that point, you can discern the data you need to append in order to truly understand the mind of the consumer and to create compelling, personalized content & messaging.
  4. Know your prospects
    It’s crucial to approach individuals with the wealth,  affinity, and lifestyle to engage with your brand. As a result, these high potential prospects will be your next customers, and more importantly, they can transform into your brand ambassadors.
  5. Know your data 
    Data is not static; it is changing by the minute. Each time a prospect takes an action on your website, engages with a salesperson, or visits your business, the data associated with that consumer flutters and expands. So, you must track and use that data to maintain your relationship and continue to drive authentic experiences.

Concierge Marketing Strategy: Data and Consumer Engagement

Bottomline: Getting an advantage from data in marketing is art and science.

It’s not easy…and more importantly, it’s not over once you start. It’s a continuous effort and must be a commitment to your customers. Once you’ve adopted a concierge marketing strategy where you’re able to tailor your messaging to the unique needs of your donors and prospects, you’re one step closer to creating a loyal consumer base. So, now’s your chance to use unique data to help build authentic experiences that you, as a marketer, need, and customers demand.

Up your game and win over high net worth individuals with our luxury marketer’s guide.

Want a demo of WealthEngine to see how WE can help you with audience development, marketing personalization and wealth insights? Share your contact information and we’ll be in touch soon.

The 2019 U.S. Millionaire Report at a Glance

WealthEngine, as the leader in wealth intelligence in the United States, specializes in helping you identify, understand, and connect with wealthy individuals. Our WealthEngine Research Lab has updated our now highly anticipated 2019 U.S. Millionaire Report to give you the most up-to-date insights on millionaires throughout the country.

Currently, 12.7% of the United States’ adult population is made up of millionaires. As wealth continues to grow and the number of millionaires climbs across generations worldwide, the population is being divided into segments of High Net Worth Individuals (HNWI) and Ultra High Net Worth Individuals (UHNWI). The rise of these subpopulations presents marketers and fundraisers with both an opportunity and a challenge to understand and engage with these promising prospects.

With the growth and diversification of the millionaire population, changes in the millionaires’ behavior mean that marketers & fundraisers must tailor their marketing, sales, and development efforts to the wants, needs, and values of their target audience. The personalization of communication and products allows marketers and fundraisers to connect and forge long-lasting relationships with their existing and prospective donors.

Artificial Intelligence and Machine Learning are also revolutionizing the way each industry appeals to their consumers, individually. AI can help you identify patterns and actionable insights among customers, donors, and prospects. These insights can be used to build predictive models that not only identify your next best prospect, but also predict or even influence behavior. With this evolving technology that is constantly being refined, you have the ability to reach consumers in a for more personalized, and focused way. You are able to understand their ways of being and provide them with what they need, exactly.

The data presented in the 2019 U.S. Millionaire Report highlights the tremendous value and opportunities that can be gained from uncovering the millionaires you are already engaged with and discovering the millionaires you want to be engaged with.

Download your copy today to gain more insights.

Capital Campaigns: Fundraising Strategy for Nonprofits

fundraising strategy

Strategic campaign fundraising is typically dependent on the structure of your capital campaign gift pyramid and your understanding of your donors. Once you’ve structured your gift pyramid, and you begin approaching existing and potential donors, it’s important to balance your need to procure gifts with your ability to connect with your donors. But, how do you effectively communicate with existing or potential donors? Here are three fundraising strategies for your nonprofit to use during the campaign fundraising process.

Sequential Solicitation

The primary fundraising strategy for all nonprofits when carrying out a capital campaign is sequential solicitation. Sequential solicitation is a guide, outlining the order in which you should receive gifts from lead donors to meet your campaign fundraising goal.

It’s important to secure your largest gifts first, and then work your way down the gift table, receiving smaller gifts towards the end of your capital campaign. Once you’ve achieved 50 to 70% of your goal (which you should complete during the Silent Phase), you can then make your capital campaign public and receive gifts from the community you’re serving.

Although campaign stalls can stem from internal campaign issues, such as an overworked staff, the most common reason is the failure to follow sequential solicitation. This is based on the four axioms of campaign fundraising:

  1. The ten largest gifts set the standard for the entire campaign
  2. Not following the top-down structure lowers giving sights across the board
  3. Extended solicitation at lower levels will not offset major gaps in upper ranges
  4. Once the first big gift sequence has been seriously violated, the entire program is in jeopardy

Approaching Potential Donors

Although the sequential solicitation model is in place, you may be wondering: how does it look in practice? Where do I start? That leads to our next fundraising strategy for nonprofits, which is an extension of sequential solicitation. Typically, there are 5 steps to sequential solicitation to help you approach potential donors:

  1. Inquire. First, you want to build a prospect list, or leverage Wealth data, to identify the right people who can provide funding to your campaign. Once you’ve identified potential donors, it’s important to conduct external and internal research to assess each group or individuals capacity and propensity to give.
  2. Plan. Once you’ve identified and researched potential donors, it’s time to figure out how you’ll engage with your donors. Besides outlining your intentions and goal, ask yourself: what aspect of the campaign would appeal to them? Is this appealing enough to gain their commitment?
  3. Cultivate. Now that you’ve considered the ways in which your donor might contribute to your goal, it’s time to probe. By bringing your potential donor closer to your cause, you’re able to show them what you’re doing and what you’re intending to do. In doing so, they may end up committed to your work and want to help.
  4. Procure and Secure. The time has come to explicitly request support and secure the contribution from your donor. If your donor has decided contributed, it’s your responsibility to follow up on the details in receiving the contribution. How much is the proposed donation? When the donation will be mad?; How will it be made?
  5. Express Gratitude. You’ve planned, engaged your donor, and have received your gift. Now what? It’s imperative to acknowledge the importance of your donor’s contribution, and their influence on your work at large. By creating a connection with them, and expressing your appreciation not only for their contribution but of them as an individual or organization, your donor may feel inclined to give later on.

Appealing to the Motivations of Donors

Our final fundraising strategy for nonprofits is identifying, understanding, and acting upon the motivations of donors. Now that you’ve structured a way to collect gifts, and how you can successfully approach potential donors, it’s important to understand the motivations of your donors. Generally, there are four types of motivations:

  1. Philanthropy. Donors with philanthropic motivations want to help change the world.  
  2. Connection. Donors motivated by affinity are those who wish to be connected to a cause that has similar values to their own.
  3. Reciprocity. Donors motivated by mutual benefit seek to help organizations that will, in return, provide them with some advantage.
  4. Social Consciousness. Donors with social motivations don’t simply want to contribute to a cause. They want to be part of a community.

By identifying their values, you’re able to create targeted messaging or find other ways to effectively communicate with donors. Not only will this help you with your existing or inherited campaign, but depending on the connection you forge with other groups or individuals, they may feel inclined to support and contribute to future projects of yours.

Get your campaign started today. Fill the form on the right to speak with a WealthEngine expert.

Prospect Research Produces Positive ROI

prospect research

Prospect research creates a foundation for all fundraising programs.  An active prospect research program produces a pipeline of qualified prospects and donors.  These qualified prospects and donors are the most likely to give or increase their current giving. As a prospect researcher taking full advantage of metrics cannot be emphasized enough. Using data can save you both time and money.

Beyond the money

Yes, money provides the measurement of ROI.  Dollar returns are the bottom line, but there is more to the picture that fundraisers need to evaluate.  Consider your donors’ quantity and amount, new donors, gift increases and the percentage of prospects becoming donors.  These numbers give you new insight into where your efforts are leading and how you can better focus your time.

Is it worth it?

Without a doubt.  Prospect research not only helps you build and target a qualified donor pipeline but it allows you to focus your efforts, time, and money on qualified prospects and donors.  Instead of wasting time and resources on people who are not going to give, you can focus on the ones who will.  Driving your costs – research, staff, time – down and bringing your revenues up, will drive a higher rate of return.

Prospect research can aid all fundraising operations – regardless of size and type.  If you are trying to raise money, you should have a comprehensive prospect research plan.  Prospect research enables organizations to raise more money, more effectively.

So, I should use Prospect Research to maximize my ROI?

Yes.  Prospect research influences multiple projects.  When managing your qualified leads, your prospect research can be segmented for each project.  The research is done once but allows you to direct it to multiple sources, like annual giving, planned giving and major gifts.  This research will lower your costs, drive your revenue and increase your ROI.

When calculating your ROI, prospect research will be considered an expense.  This will allow your organization to take a meaningful look at the impact the research is having on your pipeline and revenue.  You may worry that the additional expense will reflect negatively on your ROI.  Actually, the opposite is true.  With a substantial prospect research program in place, you will find that prospect research will increase your organization’s effectiveness and fundraising efforts, generating positive results.

Want to learn more?

Download Measuring Fundraising Return on Investment and the Impact of Wealth Intelligence for sample worksheets for calculating fundraising ROI and more information on how to maximize your effectiveness and ROI, and contact us to speak with one of our experienced consultants.

High Precision Marketing: Using Data, Personalization, and Digital Persona

precision marketing

precision marketing

Wouldn’t it be great if all customers drove around with telling signs or bumper stickers indicating their interests and affinities? Let’s explore how prioritizing precision marketing can help you connect with potential and existing donors and prospects.

Evolution of Personalization in Marketing

From this image, one can surmise that the driver of this car has varied interests. She believes in organic farming practices, eating organic foods; she loves to read, she has traveled to different places, she is artistic; perhaps spiritual but definitely passionate as her many bumper stickers indicate! Even if it’s not all true, it’s meant to be directionally aspirational.

If this happens to be your prospective customer, it is easy to understand what she may be passionate about. It is consequently easy to personalize her customer experience with precision marketing. If you are a grocery store, you know that she would use coupons to buy organic or local produce. If you are a travel company, you could update her on your eco-tourism offers.

However, in a world where more customers live digital lives than not, it is now a different ball game to identify their interests, affinities, and preferences. The Boston Consulting Group (BCG) recently reported that over 60% of organizations still rely on mass marketing or generic segmentation. While this may be the status quo, marketers are well aware that personalization is moving from a novelty to a necessity. BCG predicts that there is an $800 Billion shift in revenue towards the 15% of first movers towards personalization and precision marketing.


Role of Wealth Data in Precision Marketing

Easily gathered Digital footprints, interpreted through the use of Big Data, Machine Learning, and Advanced Analytics are very common now. Morgan Stanley has called this the data decade and that the right kind of data and analytics could benefit organizations within every industry.

Precision marketing and personalization need to go beyond demographics to include responsibly curated psychographic and lifestyle data. Wealth-aware Campaigns prove to be high precision, highly private while delivering higher conversions and high impact outcomes.

Charities can leverage personalization to find the right donor to support their cause and empower communities around them. Corporations can use precision marketing to deliver a tailored and thereby improved customer experience.

Precision Marketing Tools

In the digital world, our prospecting solutions can help nonprofits and corporations identify the above woman with all those bumper stickers. We can, in fact, go a step further and find more donors, diners, travelers or prospects like her. For instance, our look-alike models can help find a community of similarly minded individuals who may want to donate to a cause that provides subsidized microloans to small farms. By the same token, their interest might be in investing in clean energy or sustainability projects.

Our proprietary scoring technique not only helps identify donors or customers but also indicates their propensity to give. With this, organizations can not only understand that this is the relevant community to reach, but they can also evaluate the giving or spending potential held by this group.

If you’re looking for your next passionate customer or donor, find the next best prospect through data. Engage them through precision marketing to see higher conversions and consequently lowered acquisition costs.

Contact us to learn more about how to identify your next best donor or prospect. Here at WealthEngine, we can help you understand who, in your current network, is capable of giving major gifts or making high-value purchases. Our SOC 2, Type II certified WealthCloud with secure WealthAPI enables access to the largest curated wealth database. This can be easily integrated into your next wealth-aware campaign, transforming your practices.

Fundraising Campaign Ideas: 5 Things to Do If Your Capital Campaign Stalls

You’ve started your campaign! Now what? In order to maintain and oversee its success, you have to move systematically with your fundraising efforts. But, what do you do when your efforts slow down and your capital campaign stalls? Here are some fundraising campaign ideas to help you to navigate through anything that might bump your goal off course.

What are some signs that your campaign is stalling?

You’ve started your campaign, and have begun to fill out your gift table. It feels like things are going smoothly, but then your efforts begin to slow down. You may start thinking, “Why are we losing traction? Why now?” Firstly, it’s important to evaluate the work you’ve put in so far. It’s important to ask yourself: What’s the capability in my database with my existing donors? Are we going to the same major gift well over and over again? Are people getting burnt out? What is our pipeline looking like?

Any stalls experienced during your campaign may stem the following areas:

1. Gifts are coming in slowly

If you’ve already started constructing your building or other specialty projects for your campaign, donors may not experience the same sense of urgency as you do to collect donations. If they can see the final result or even parts of it, donors may be under the impression that their efforts are no longer needed. Although you have collected major gifts to secure the bulk of your project, there are still sections of the campaign that have yet to be paid for. These expenses are typically covered by the donations of individual donors in the form of small gifts. If it takes an unusually long amount of time to procure these payments, your project is at risk of failing. Once this happens, it takes about 10 years for an organization to recover from the losses they’ve endured, and to regain recognition in their community.

2. Staff is getting burnt out

Putting together a capital campaign is an intense effort to meet an organization’s campaign goal. This means that the staff, including paid employees and volunteers, have to work just as efficiently and effectively to realize the pending campaign goal. Although the experience of creating a campaign can be exciting, unless additional experienced staff members are hired to work on the campaign specifically, it can prove to be an exhausting venture. Not only are staff members meant to help organize and oversee the progress of the campaign, but they’re also meant to continue completing their existing assignments. By not checking in or divvying up tasks appropriately, the efforts of existing staff members and volunteers may unintentionally slow down, which can potentially spill over into the how quickly the campaign goal is realized.

What are some common pitfalls that lead to campaign stalls?

Now that you’ve understood why your campaign has stalled, it’s important to identify actions or areas that may have contributed to your grinding halt. There are three factors that may influence your ability to maintain your campaign’s success:

1. Messaging is not resonating with individual donors

While it’s important to articulate your organization’s mission, campaign goal, and hopes for the future, it’s even more important to forge a personal connection with your individual donors. If potential donors feel that their contributions only benefit your organization, and there’s no aspect of the campaign that benefits them, they may feel less inclined to provide a gift, big or small.

2. Not having enough individual donors

Although 75% of any campaign goal is taken care of by major gift leads, the remainder of any campaign is completed by individual donors. By not communicating accurately or enough with individual donors, you’re at risk of drawing out your campaign for a long period of time.

3. Ambiguous or complicated goals

When creating a campaign, your first step is to create a goal. Simple enough, right? However, if your goal isn’t clear and there are too many micro-goals, your staff and potential donors may not know how to approach and act upon your project. It’s important that they have a clear impression of your actions and intentions.

Now that you have a greater understanding of the factors that may be contributing to your campaign stall, you can begin identifying potential fundraising campaign ideas that will help put your efforts back on track.

What are some fundraising campaign ideas to refresh your campaign once it’s stalled?

Just because your campaign has stalled doesn’t mean you’ve hit rock bottom, or that you have to start from scratch. If anything, it’s an opportunity to tweak the old, and refresh your efforts. Here are some fundraising campaign ideas you can implement to revamp your campaign:

1. Bring in new donors

The first fundraising campaign idea is to bring in new donors. By bringing in new donors, not only are you creating more opportunities for them to contribute to your campaign, you’re creating opportunities to form connections with people they know and people like them.

2. Refocus messaging

When communicating with existing and potential donors, it’s important to make them the heroes of the story. Yes, you created the campaign, but your efforts and your goal must support THEM. Show your donors how your campaign will uplift them. Express your investment in them individually and communally. What impact will this project have on their lives?

3. Shuffle staff members and volunteers

Another fundraising campaign idea is to shuffle your staff members and volunteers during the campaign process. If your staff and volunteers have other commitments besides the campaign, it’s easy for them to feel overwhelmed and exhausted. That being said, it’s important to shuffle your staff around so they can dip their toes in different areas. By doing this, you’re giving them to work with material that allows them to refocus their attention and regain energy because they’re learning something new.

4. Evaluate the strength of your campaign models

If your campaign model seems weak, it’s important to identify areas that could be more finely-tuned. When conducting screenings three to five years out, it’s important to make sure that you’ve incorporated new donors you’ve acquired, and fresh blood in your campaign to strengthen your pipeline.

5. Reach out to your Board

Our final fundraising campaign idea is to reach out to your board. If your Board still supports your campaign efforts, it’s important to see if any of them could help you to move out of your stall. By doing this, board members may feel inclined to contribute larger gifts or have one of their constituents do so.

What to Do When You Inherit a Fundraising Campaign

Getting your fundraising campaign plan approved is step one. Step two is maintaining and overseeing the campaign’s success. But, how do you go about making your campaign a success? How should you proceed if you face hurdles? Here are some tips to help you navigate through your newly inherited campaign.

What do you do when you inherit a capital campaign?

When you inherit a fundraising campaign, or capital campaign, you need to evaluate where the campaign stands, and where YOU stand within it. Now that you are part of a campaign, you must check if you have a strong case for support. Is the board still in support of your efforts? Is the community? Are key players willing to help you further? If your goal isn’t realistic and your case for aid is weakening, it’s time to fine-tune your approach.

After probing whether or not support still exists, you should evaluate giving trends. Have major gift leads been contributing as much as they can? How much more do we need in contributions? Are we on track to meeting at least 75% of our goal currently? Is the gift table filling out properly?

What are some of the common pitfalls when executing a capital campaign?

Before jumping into a capital campaign, you have to conduct a thorough, back-end analysis for your campaign. Some are keen on jumping into the campaign process immediately, but by not accounting for potential hurdles that could influence their goal, organizations are at risk of failing to complete their fundraising campaigns.

A back-end analysis involves assessing:

  • The capability in your database to understand existing donors
  • Which major gift leads you’re accessing (are you going back to the same major gift well over and over?)
  • How your donors and staff are approaching the steps they’re taking individually, and as a group, to meet the fundraising campaign goal (are people feeling burnt out?)

What do you do when your campaign starts well but begins to falter?

There are cases when you’ve received a few large gifts, and it seems like everything is smooth sailing. However, if you haven’t used a sequential solicitation model for your gift table (i.e. satisfying the largest gift first, then the second largest, etc.) or if members of your campaign team are beginning to feel burnt out, it’s important to regroup and understand where your campaign is faltering. Only then, can you keep moving in ways that are effective, not simply efficient.  

There are two key methods to refreshing your efforts:

1. See if your models are still strong

If they aren’t, identify areas that can be fine-tuned or where new donors or staff can come in to help with your efforts.

2. Be honest with your board and ask for help

When it comes to a fundraising campaign where you’ve invested a lot of time and money into efforts your intent on seeing through, you’re not above asking for help. No one is. By doing this, some board members may be willing to contribute more or have their constituents contribute more.

How do you create effective campaign messaging?

Although it may seem counterintuitive, when creating a fundraising campaign, it’s best to refrain from making the messaging about you. During the campaign process, you have to make the donor the hero of the story. Instead of articulating the goal and accomplishments of your organization, it’s more effective to create interpersonal connections by showing your audience your investment in:

  • The community
  • Individual lives
  • The project
  • The impact of your project

Once you’ve been able to express your intent and forge a connection with your community members, it’s crucial to express your gratitude. Simply put, say ‘thank you’. Thank them for their efforts in making your project a success. After all, this project, this goal, will benefit them. It’s intended to. It’s simply your responsibility to show them that their contributions have been put to good use.

Successful Grateful Patient Programs – Steps to Get a 20x ROI in 3 Years

Successful grateful patient programs can generate 20x their cost within 3 years. That’s a stellar investment.

Follow these 4 steps to set up a group from your healthcare organization. Also, listen to our podcast with Chad Gobel, CEO of the Gobel Group. Chad is an industry expert on successful grateful patient programs and shares a complete step-by-step process. 

Continue reading “Successful Grateful Patient Programs – Steps to Get a 20x ROI in 3 Years”

Capital Campaign Definition: What is a Capital Campaign?

what is a capital campaign

 Just what is a capital campaign and how can it help your nonprofit or higher educational institution? Here’s a capital campaign definition along with three key insights on when you should start one for your organization.

If you want to begin fundraising for your nonprofit, you have to ask yourself: What is a capital campaign goal, what is ours, and how do we go about achieving it? If you want to achieve a specific goal, you should start a capital campaign. But, how do you start one? And, what do you need? Here are some tips and information to guide you through the beginning stages of your campaign.

What is a Capital Campaign?

So, what is a capital campaign exactly? A capital campaign is a rigorous attempt, made by a nonprofit organization, to raise major gifts for one specific goal or a variety of goals. If you have multiple goals, your capital campaign is a comprehensive campaign. Having multiple goals classifies your project as a comprehensive campaign.

These donations or gifts are typically used to renovate or acquire a building. However, they are also used to raise money for endowments, scholarships, or other grants. Essentially, you’re trying to raise a significant number of funds within a defined period of time as a way to support the larger goals and mission of your organization.

When to Start a Capital Campaign

There are three common catalysts that inspire nonprofits to initiate capital campaigns:

1. You’re in dire need of a new space or new resources 

Suppose someone is selling the facility your organization has been using. Your organization will need a new space and fast. To minimize disruptions to your organization and the community at large, you decide to fundraise for a new space so you can maintain business as usual.

2. You’ve outgrown your space

As an organization, you all may come to the conclusion that your current space is no longer meeting the needs of the organization or the needs of communities you serve. To better cater to your evolving needs, you may fundraise for a new space or an addition to your existing building.

3. You want to have a tangible legacy

These are rare cases, but your organization may feel inclined, towards the end of its time, to have a tangible legacy which may be in the form of a building that will be of use to the community.

How to Organize a Capital Campaign

Organizing a capital campaign involves a thorough evaluation of the state of your organization and a clear determination of your goals.

Although the director of development or the executive director of the organization plays a key role in the initiation of a successful capital campaign, they can’t manage the campaign on their own. During the first year of a campaign, a director can spend about 75-80% of their time focused on the project. After some time, however, it’s important to delegate the work. The work can be assigned to someone in the organization or an outside hire. They will help conduct business as usual, while they oversee the stability of your campaign. 

Show your donors what their contributions mean to you – download our Capital Campaign Thank You Letters Template today!

5 Capital Campaign Phases

Before executing your campaign, you have to assess your readiness. Part of that assessment is making sure that you have clear goals outlined before jumping in. It’s important to take a good look at what your organizational needs are. If you’ve created your goal in a vacuum, without consulting others in your organization, the goal will fail to serve either the organization, the community or both. It’s integral to align your intentions for your organization with specific fundraising areas, and then plan how you will execute.  

Now that you’ve determined what your community needs, how do you go about achieving your capital campaign goal? How do you organize your efforts, and use your time and resources wisely? A capital campaign is typically broken down into steps. More specifically, there are five phases in the campaign process:  

1. Planning Phase

During this initial stage, you should evaluate all the moving parts you’ll need to involve in your campaign. This will include forming a capital campaign feasibility study, creating a goal or multiple goals, determining your budget, brainstorming necessary resources, and gathering your team.  

2. Silent Phase

Now that you’ve planned out your capital campaign, it’s time to step into the first stage of execution. Within this period, which typically lasts for 18 months, you’ll be focusing on satisfying your major gift leads. It’s during this time that you’re receiving the bulk of your principal or major donations. It’s important to achieve 75% of your total goal before opening up your campaign to the public. You can use wealth screening to find hidden gems of big donors in your existing contacts.

3. Kick-Off Phase

You’ve now approached all your major donors, and are now able to introduce your campaign to the public! This is the point where you’re able to communicate your goal or goals to potential donors and outline your greater intention for the campaign.

4. Public Phase

You’re now winding down your efforts. Since you’ve already approached your major donors and satisfied the majority of your campaign, you can now connect with the community and smaller donors. It’s these smaller gifts that will bring your goal to a close.

5. Wrap-Up and Assessment Phase

Once your campaign has been successfully completed, it’s important to actively reflect on the process. Above all, when reflecting back on the process, it’s important to ask yourself: What worked? What wasn’t as effective as anticipated? How could we mold our process for future campaigns?


Set your capital campaign in motion. Schedule a WealthEngine demo and speak with one of our experienced consultants.

10 Capital Campaign Feasibility Study Questions to Ask Before Launching

Wondering if a capital campaign is right for your nonprofit? Use these 10 capital campaign feasibility study questions to help you make your campaign goals realistic and achievable.

Capital Campaign Feasibility Study Questions

Before launching a capital campaign, you need to figure out whether or not your organization is ready to put your plan into action. But, how do you do that? How do you know if you’re ready? When conducting a feasibility study for your capital campaign, it’s important to gather info (from a third party) on the following:

1. What is your nonprofit trying to fund?

In order to assess how easy it’ll be to reach your goal, you have to define what your goal is. To determine your goal, it’s important to ask yourself:

  • What does our organization need?
  • What does our community need?
  • How and what can we create to serve current and future needs?

By articulating your intent, you’re creating a transparent channel of communication between yourself and the groups you wish to serve. This is also an opportunity for you to introduce your pre-campaign plan, and outline your fiscal goal and desired timeline. 

2. What is the fundraising history of your nonprofit?

By reviewing your fundraising history, you’re able to identify factors that may have influenced the success of your previous campaigns. So, it’s important to ask yourself: What worked? How can we improve? Reflecting on past experiences allows you to refine your existing campaign model, and account for potential obstacles. 

3. What are the strengths of your nonprofit? In which ways can you change?

Apart from identifying the strengths and weaknesses of your campaign process, it’s important to evaluate how your organization functions overall. So, ask yourself: What strengths does our organization possess that can be leveraged to meet our goal? What organizational hurdles do we face that keeps us from conducting business as usual?

4. Who does the proposed campaign goal serve? What immediate and long-term goals does it satisfy?

After outlining your goal,  it’s necessary to identify the groups your campaign serves. If community support is needed, you need to outline the ways in which your goal serves them. So, another crucial capital campaign feasibility study question to ask is: what do contributors get when they donate? Above all, determining this gives them, and major gift leads, the incentive to support your efforts.

5. How does the community perceive your nonprofit?

Positive perception is key in a capital campaign. If the community you’re raising funds for is in support of your efforts, they’ll want to donate and help you meet your goal. If not, even though you may gain major gifts during the quiet phase of your campaign, you’ll have no way of being able to wrap it up efficiently.

6. How can your nonprofit better serve the community?

Your capital campaign feasibility study questions should address your community’s immediate and future needs. So, it’s your responsibility to anticipate what their needs will be later on, and adapt your goal to meet those needs. By doing that, you’re showing them that your project is worth the investment because they can use the building or funded project you’ve set up at any given time.

7. Does the proposed campaign goal seem attainable? Why or why not?

The core capital campaign feasibility study question is: is your goal practical? If it is, you can begin taking actionable steps. So, you can start hiring additional resources and staff, and map out micro-goals for your campaign. But, if your goal doesn’t seem attainable, it’s important to revisit it and figure out how it can be adjusted to be achievable.

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8. Which existing board members or staff are already willing to be ambassadors for this campaign?

When attracting major gift leads, members of these major companies want to give to nonprofits they know. If you don’t have members of your board or leadership team as ambassadors, major leads may feel less inclined to give to your campaign. In other words, establishing a point of connection makes the gift collection process that much easier.

9. What additional support (resources, staff, etc.) does your nonprofit need to successfully carry out their goal?

Not only is your campaign made to satisfy your specific goal, but it also accounts for everything you’ll need in order to achieve it. This includes additional staff, materials, construction, events, and travel. So, what will you need that you don’t already have? Be sure to account for this capital campaign feasibility study question as you create your goals. 

10. What potential obstacles could your nonprofit run into during the campaign?

Before you carry out your campaign, you have to account for potential risks that may hinder your success. If you jump in without doing any form of risk assessment, your campaign is more likely to fail. If your campaign does fall apart, it takes nearly a decade for your organization to regain community credibility.

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