Now is the time to start making 2017 plans!
Before you put 2016 to bed and start drinking the eggnog you need to consider how to have a successful spring 2017 capital campaign. I know this is a busy time but 2017 is weeks away and right now you have a few weeks to put plans in place to have a successful campaign in the coming spring. In this post I will lay out what are the steps you need to take NOW to be successful later.
Before you start you need to know what is the calendar for spring campaigns? There are two windows of opportunity for a spring campaign. Before Easter or before school releases for summer vacation. Easter this year is April, 16. All campaign activity needs to be completed the week before on April 9th. All planning and work backs up from that point. For later in the spring we advise a commitment day of the Sunday before Memorial Day holiday. This would be May 21st. Don’t be fooled into thinking those dates give you adequate time to think about this. Spring will be here sooner than you thinks so…
First and foremost, get started. NOW! Every week you delay decisions on a capital campaign you endanger the success of any campaign. At the very least you should have your campaign partner selected. We typically advise that you give yourself at least three months of planning and preparation. For an Easter campaign you are up against that time line. For later in spring you have a bit more time but remember, the more time you give to the planning of your campaign the more likely you will be to find success.
Realize there is no magic moment to have a capital campaign. We have potential clients who are putting off their projects and campaigns waiting for the economy to get better. They are still waiting. While you wait for the perfect climate for your campaign you are losing thousands of dollars that you will never regain. My former boss John Maxwell at his last pastorate led his church in three successive capital campaigns before they ever broke ground! He realized that people give to vision not a project. As I always say, “Good vision trumps bad economy.” While you wait for a better climate your donors are spending the money they might give to you for other things or giving it to other charities. John Maxwell created the right moment and so should you!
My next advice is to not go it alone thinking you will save money. Rarely do self-led campaigns raise as much money as one led by an experienced stewardship consultant. A few years ago I worked a partial campaign for a church that wanted only limited help. After the pledging was over I sent them a proposal to do the follow up on their campaign. This church with a $1 million dollar annual budget did not want to spend money $1K a year on a consultant. The other day the pastor related to me that at the end of the campaign they had received 60% of what was pledged. Our return average on pledges runs over 90%. So the pastor saved a thousand dollars a year only to lose out on multiple thousands of pledge dollars.
Get the help you need for a price you can afford! Let me give you a tip. All companies will negotiate their price. We have led the industry in designing creative partnerships that gives a church the help they want for a price they think is fair. Don’t take the first number some firm gives you as their absolute. Negotiate!
Here is my final advice, get started RIGHT NOW! I know you think I said that already but it is time to stop reading and get to work. Our Director of Marketing is Tom Holloway and you need to email him immediately at Tom@TheCharisGroup.org Or you can call him at 800-750-7095 ext. 2
Give us a call NOW!
Mark Brooks – The Stewardship Coach