Best Practices for Closing Your Capital Campaign: Celebrating Success and Sustaining Momentum
As you approach the conclusion of your capital campaign, it’s essential to strategically plan the close to ensure that your achievements are celebrated and your momentum is sustained. Drawing from the insights of Lafayette College’s successful “Live Connected, Lead Change” campaign, here are some best practices to guide your campaign closure.
1. Begin with the End in Mind
Planning Starts Early: Effective campaign closure begins at the campaign’s launch. Start by keeping a detailed record of achievements, key players, and significant moments. Designate a team member as a “campaign historian” to maintain this record. This will simplify the planning process as you approach the end of your campaign.
Campaign Historian: A designated person or a team should catalog assets, quotes, and images throughout the campaign, ensuring a comprehensive record that will be invaluable during the close.
2. Develop Targeted Campaign Close Messaging
Distinct Messaging: As the campaign concludes, your messaging needs to evolve. Focus on celebrating your campaign’s achievements, recognizing the impact of philanthropy, and promoting any ongoing priorities. Tailor your messaging to resonate with different audiences, such as donors, alumni, and institutional leadership.
Storytelling Theme: Use a unifying theme like “Celebrating Connections” to weave together stories of impact, connect past achievements with future goals, and maintain consistency with your campaign’s overall messaging.
3. Identify and Engage Key Audiences
Internal Stakeholders: Engage with college leadership, board members, and campaign staff early in the closure process. Their input will be crucial in refining messaging, planning events, and ensuring accurate communications.
Recognize Donors and Volunteers: Thank and recognize those who contributed to your campaign. Highlight stories that demonstrate the impact of their contributions, which can be shared at events or through publications.
4. Execute a Comprehensive Communications Plan
Communications Strategy: Develop a communications plan at least 18 months before your campaign’s close. This plan should include goals, messaging aligned with your campaign’s objectives, audience segmentation, and a timeline for producing and disseminating communications.
Leveraging Existing Channels: Conduct an audit of your current communication platforms, such as newsletters, social media, and your website, to identify opportunities for sharing your campaign’s success.
5. Plan and Execute Memorable Events
Celebrate Strategically: Organize events that allow you to engage with different segments of your community. For instance, Lafayette College held a gala in New York City timed with their annual holiday party, providing a built-in audience of trustees and alumni.
Interactive and Inclusive Events: Design your events to be interactive and inclusive, showcasing dynamic campaign cast members and creating opportunities for attendees to engage with the institution’s achievements.
6. Maintain Momentum and Engagement Post-Campaign
Ongoing Initiatives: Ensure that ongoing priorities, such as financial aid or innovation centers, remain visible even after the campaign concludes. At Lafayette, the President’s Challenge for Financial Aid became a standalone brand, ensuring continued support beyond the campaign.
Aspirational Language: Use aspirational language to convey that the campaign’s end is not a conclusion but a stepping stone to future growth. Position your institution as poised for continued success, thanks to the campaign’s groundwork.
7. Celebrate Internally
Recognize Your Team: Don’t forget to celebrate the hard work of your internal team. Organize a department celebration, offer extra vacation time, or find other meaningful ways to show appreciation.
By following these best practices, you can ensure that your campaign’s conclusion is not just an endpoint but a launchpad for future opportunities, sustaining the momentum and engagement you’ve built throughout your campaign.
Remember, closing your campaign is as much about celebrating past achievements as it is about laying the groundwork for future successes.
