Balancing Act: Soliciting Support Now with a Campaign on the Horizon
As I write this blog, I reflect on our firm's clients that are in the midst of the largest-ever campaign initiatives in their histories. They spent considerable time dreaming, and planning, and finally executing. Their current asks of supporters, as a result, are obvious: how can I align this donor either generally or specifically with my ongoing campaign initiative, pledged over a period of time and through vehicles that make the most sense for the most significant commitment?
When they were not in the time of a campaign, the ideal ask wasn't always clear. Will I jeopardize a larger campaign commitment if I make a solicitation now in advance of the campaign? Or could they confuse that ask with an early campaign gift? And if I don't ask at all out of fear of impacting the future gift, do they remain engaged and interested, or could I be leaving money out there that they'll just give elsewhere this year?
Let's break-down a couple of likely scenarios to navigate. You're in a campaign planning process but not ready to make asks towards the initiative. Perhaps the goal isn't set, or the programs, places, or outcomes are not yet well-defined -- here's what I would do:
#1 Existing, Consistent Donor
If a donor supports you year in and year out, you need to be keeping him or her in the loop on the planning process (who is helping you run it? what are you finding so far? projected timeline and talking points on potential impact?). A campaign is a big deal and your top (and loyal) supporters should have a seat at the table as you prepare for it -- the more they offer perspective, the more invested they'll feel and be. I know this is a tricky situation because you can't invite your donor base to significantly influence your project, but from experience, the earlier that external key stakeholders are brought in, the better the outcome for both the nonprofit and the fulfillment (and buy-in) from the donor.
You'll need to stick to securing ongoing annual support while you plan for this initiative, but the conversation will be a little different than other years. I would plant the seed for what's to come during my ask; in other words, while I ask for their consideration of support to our annual fund (or general bucket, or wherever they've previously allocated) I would say "my hope is that you'll support us this year at the same level as last, and that you're open to another conversation about the campaign initiative once the planning study is complete around X date, and we have a clear set path forward that I can communicate and get your feedback on; does that sound agreeable?" If you make an ask without mentioning what's on the horizon, you might feel uncomfortable in three months time when you want to start the campaign discussion. If you don't make the ask at all because you worry it'll impact their later gift, and the planning phase takes longer than you expected, or life (and schedules!) get the in way, you might completely miss out on that year's gift. Remember, an ask ends with a question mark -- in this case, your question is for them to continue supporting you philanthropically with the door open to a larger conversation about the campaign.
#2 New Prospect with Capacity to Give
We've all been there: your board member introduced you to a wonderful new-to-you philanthropist and you're set to meet, but without campaign details you feel in between an annual fund ask and something more specific for your initiative. I have great news! This is a wonderful problem to have: your opportunity engage someone meaningfully before the campaign is really launched gives you a chance to understand their priorities and goals, and align their engagement accordingly.
A newly engaged prospective donor might consider a test gift before they give to his or her greatest potential. This gift tests the organizations ability to put funds to their best use, generate outcomes, and deliver updates -- and tests the donor as a potential major or principal campaign prospect, too. Use talking points around your unrestricted fund to solicit a one-time gift at a level that is below their capacity, but greater than your base level of giving. You're asking for support that is meaningful to them and impactful to you, with the chance to truly prove yourself as investment-worthy. Would I plant a seed even though they are somewhat new to me? Yes! You should be honest that you want to prove how well your organization spends and stewards so that they will hopefully welcome a conversation about a more specific initiative in the near future. Send updates, stay in communication, and show them what an impactful investment a campaign commitment would be next. Remember, a test gift is made over a short period of time, typically in one installment; you don't want a brand new donor locked into a 5-year pledge before they're fully engaged and in advance of a campaign launch!
Okay, there you have it -- the low-down on my bridging-the-gap strategies to old & new while you await those campaign details. Perhaps I can summarize my recommendation to say: yes, still ask!
