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FREQUENTLY ASKED
QUESTIONS
Your campaign goal should be based on professional project estimates. The Design & Marketing Phase (click here for more information on the Design and Marketing Phase) of the campaign will assess if that is an achievable goal for your church. As a general rule, it is safe to assume that, for most church projects, a professionally directed campaign can raise between 2 and 2.5 times annual giving in a capital campaign. This amount goes up or down depending upon the importance of the project or the excitement for the project. For example, a campaign to raise funds for a church’s first true sanctuary will probably create more excitement than raising funds for seismic improvements. As such, a campaign for the new sanctuary might raise 3 times annual giving, where the seismic improvements might only raise 2 times.
This is why the Design & Marketing Phase is so important. Through research, interviews, survey and database management Capital Quest, Inc. is able to make a recommendation based on hard evidence on what is a realistic goal. This is a process that reduces the chances of failure because it preemptively determines the best possible process for a given church in successfully reaching a goal. To truly accomplish the maximum goal possible, a campaign must include enough volunteers (usually about 10% of the families) and include both major gifts and "general" gifts. While many campaigns correctly focus on the major gifts, it is also important to recognize the power of smaller gifts - and develop a campaign plan that approaches each family in a careful, spiritual manner.
Most churches are concerned that there will not be enough volunteers to sustain the campaign. Volunteers can be identified through the Design and Marketing Phase before the campaign even begins. One benefit of a campaign is that members are more inclined to volunteer for something that has a distinct beginning, end and outcome. A capital campaign is a major undertaking that can often attract people ‘out of the woodwork’. With the results of the Design & Marketing Phase, a plan can be developed that considers realistic volunteer resources. It is also important not to rely on the "same ole volunteers" for a campaign. Chances are there aren’t enough of these type volunteers to run an effective campaign. Additionally, a campaign is an excellent opportunity to encourage new volunteers to step forward and become even more involved in the campaign. Done correctly, it is not very difficult to get about 10% of the families to volunteer in a campaign.
It is vital that the Pastor and/or Campaign Chair personally solicit the top major gift prospects. It is appropriate and often, but not always, helpful for a representative of Capital Quest to be a part of a solicitation, but it is the church leadership that lends credibility to the campaign. Peer to peer solicitation is most effective and helps to build momentum, a sense of accomplishment and a sense of enthusiasm among members. A campaign for a church must be about the church family - not a consulting firm.
There are a variety of reasons why people may disagree or feel negatively about the proposed project. Many people simply do not like change. Or there may be some misunderstanding about the scope and or cost of the project. Perhaps a personal history that is unrelated to the campaign can get in the way of full support for a given project. Whatever the reason, it is important to gage the depth of these concerns through the Design & Marketing Phase. Legitimate concerns will need to be addressed within the context of an organized presentation. People need to know that they have been heard -whether their concern is legitimate or not. The Design & Marketing Phase is a vehicle to give these concerns a voice and simple communication can often dissipate many fears that people may have. Many negative people come around at the end of a successful campaign and, unless it is a high number of church leaders, campaigns should not be postponed because of few negative thoughts. Don’t cater to small groups and remember that it is a rare campaign indeed that has 100% support from the church members.
Probably not, unless there is a major community benefit such as athletic fields or a homeless shelter. Church families need to understand that the church is the people, not the building. The building must be built and paid for by the people who will benefit from it. While there might be some financial support from foundations, this support is almost available only after the church family has done all it can for itself.
They will resent failure more … and church campaigns that do not have professional campaigns fail at a much higher rate than professionally managed campaigns. Additionally, campaigns without a knowledgeable professional (whether staff or consultant) almost always take longer. Most often, consultants offer significant staff support. Is there a person or people who are able to dedicate several days a week to the campaign? If not, who staffs the campaign and makes certain all the calls are made, materials produces, pulpit announcement written, and bulletin inserts created? Most importantly, who will train the volunteers in proper solicitation and recruitment techniques to avoid volunteers doing things that will effect the spirit of the church? Consultants for church campaigns should be in the background, not visibly soliciting families more often than not, objections to consultants is about "cost". Yet, with most church campaigns costing only a few cents on the dollar, the cost is hardly prohibitive. Education usually eliminates the objections. |
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