4662 Gravelly Hills Road
Louisville,
Tennessee 37777
(865) 379-1234
(865) 379-2034 (fax)
(800) 263-1976 (Toll-free)
300 Queen Anne Ave. N., Suite 377
Seattle, Washington 98109
(206) 364-1227
(206) 364-1218 (fax)
(800) 606-6922 |
fundraising for all type of churches
GETTING STARTED - THE DESIGN AND MARKETING PHASE
The Design & Marketing Phase is a comprehensive pre-campaign study which takes
approximately four weeks. Similar pre-campaign planning is known as a Feasibility Study.
However, a successful campaign must determine more than financial feasibility, thus a
Design & Marketing Phase is far more comprehensive than a feasibility study.
The Design and Marketing Phase will accomplish all of the following:
1. Determine the feasibility of the pre-campaign fund raising goal.
2. Develop a fund raising plan that meets the needs of that particular church.
3. Position the "case for support" so that it will attract the most support
from church members.
4. Cultivate and educate key leaders and church members as to the reasons for the
campaign and the benefits of success.
For example, the phases, timelines and manner in which the campaign is conducted will
vary depending on the campaign goal and number of members. Because every church is unique
in its size, mission, history, leadership and goal, it is necessary to remain flexible
about the number of phases and timeline for the phases. What works for one church may not
work for another.
The Design and Marketing Phase allows Counsel to comprehensively evaluate all of
the factors that determine a campaign’s success and implement the best approach to
each unique situation so that a given church can reach its financial goal.
The results of a thorough Design & Marketing Phase include:
A comprehensive campaign plan which includes a recommended phase-by-phase
timeline, campaign process and financial goal.
A church-approved manner and process to use in conducting the campaign.
CQI will recommend a process based on experience and expertise. It is then up to church
leadership to give the ‘go-ahead’ to conduct the campaign in the proposed
manner.
Educated church members who have an opportunity to ‘buy in’ to
the fundraising process. The education of church members happens through the interview
process, the in-pew survey, focus groups and regular pulpit announcements, if appropriate.
This early ‘buy-in’ allows the church to ‘hit the ground’ running when
the campaign begins and have full confidence in the support of its members.
Familiarizes parish/congregation leaders with expectations and
responsibilities. This is crucial. No one wants to be blind-sided with unexpected
responsibilities. Although it’s realistic to remain flexible throughout a campaign,
there are very specific roles and responsibilities that can be anticipated for a
successful appeal. To see more about roles and
responsibilities, click here.
Resolves potential problems before they become an issue and, perhaps,
obstacle to a successful campaign. The Design & Marketing Phase provides a distinct
opportunity to address issues and concerns related to the given building project. Often
times, negative attitudes are born of a simple lack of communication or misunderstanding.
These can be uncovered and addressed during the information gathering aspect of the Design
& Marketing Phase. Because of this process, answers to any concerns can be anticipated
an incorporated into the overall campaign presentation and solicitation process.
Prospective gift request levels and volunteer levels are determined.
Usually, a Major Gift Committee, which includes the Pastor, is appointed to help evaluate
appropriate gift request levels. Organized data management plays a key role in
successfully determining and tracking gift request levels. For
more information on gift requests, click here.
Campaign materials are produced, based on the approved campaign plan.
For more information on Campaign materials, click here.
Design & Marketing Phase information is gathered through five methods:
Personal interviews – The number of interviews will depend on the size of
the parish and the scope of the project. Usually a minimum of fifty parish members are
interviewed during this process. Those who are interviewed are selected by the Pastor or
small committee and should represent a cross-section of the church. They include financial
leaders, volunteer prospects, ministry representatives, and should include those who
strongly agree and disagree with the building and renovation plans.
Focus groups – Focus groups are designed to gather information and feedback
from specific groups who will be strongly impacted by the renovations. The focus group
allows concerns to be made known and misunderstandings to be clarified. It also helps to
build confidence in the project and early ‘buy-in’ among key ministry leaders
who can help generate enthusiasm.
In-Pew Survey – The in-pew survey is distributed during Sunday Mass or
Service. This gives every church member the opportunity to ‘have their say’. The
survey’s are designed to impart information about the building project as well. They
also provide an opportunity for members to self-identify an interest in a volunteer role
and willingness to give at a particular level. To see a sample survey, click here.
Data Management – Effective data management is key to an organized
campaign. The campaign database is used to generate communication, track giving, track
volunteerism and is used for the duration of multi-year pledges. An effective data
management system allows church leadership to gage campaign process at key milestones in
the timeline and evaluate progress.
Research – It’s important for the Design & Marketing Phase to
include research about the history & background of the church and project. Thorough
research can uncover seeds that were planted decades ago for current projects. The
connection of a modern project to the historical mission of the church helps the entire
church community to visualize the scope and historic significance of the plans. Among
other things, Design & Marketing Phase research includes financial history, volunteer
history, mission and service, spiritual and historical significance within the larger
community, community economics & demographics, etc.
The structure of subsequent phases will depend on the outcome of the Design &
Marketing Phase |