Three Essential Elements of a Successful Capital Campaign - Element One: Purpose

This month we are going to unpack essential #1: Identifying the campaign's "why," or its clear sense of purpose.

While this is a simple idea, leaders often take shortcuts by making assumptions rather than deeply exploring foundational questions like “Why are we doing this?” and “What do we hope to achieve through this campaign? “

Process consultants love asking leaders the “why” question. It helps to uncover the reality of what leaders hope to accomplish, no matter what that is. Without a clear sense of purpose, leaders are unable to

• bring internal and external alignment to the campaign.
• create ownership for what they hope to accomplish through the campaign.
• focus on the tasks that need to take place in order to achieve the campaign

An acquaintance called one day and asked if I could help her with a capital campaign. My first question was this: What did she hope to achieve through the campaign?

A conversation ensued that helped her articulate several key organizational issues that needed to be addressed. Some of those challenges could be met by a successful capital campaign. Others, however, would require deeper organizational dialogue, understanding, and change.  (If addressed, those deeper issues had the potential to create significant value and provide long-term improvement well after the campaign was completed, but that is a different story.)

Through our process approach we were able to clearly articulate the campaign’s case for support—its “why.” This created alignment around the central purpose of the campaign, starting with internal stakeholders.

Once my friend began sharing the vision for the future of the organization and how the campaign would bring that to fruition, people began aligning themselves towards this purpose and greater vision, including external stakeholders. Now we had an army ready to charge toward the goals of the campaign, which brought much-needed focus to our efforts and the energy needed to achieve the tasks at hand.

I know it sounds simple, but the most important things often are. Articulating the purpose of the campaign well always, always must come first.

If you would like to talk more about how to get clear on the purpose of your next campaign, please feel free to call me at 616.516.9870 or e-mail me at lons@designgroupintl.com. I’m here to do everything I can to help you fulfill the mission of your organization.