The way in which campaigns work has changed significantly since before major economic meltdowns took hold of the country. With segments of the economy now in recovery, capital & programmatic goals that seemed so needed in 2007-2008 are no longer relevant. Three characteristics of today’s campaigns are driving forces behind the changes.
- Donors are substantively different –
- Would-be donors to your campaign may evaluate their giving differently than they did before the recession. Also, naming opportunities may seem ostentatious as some sectors remain on the mend.
- The case for support is more important than ever –
- “Impact” has moved front and center, and a case that doesn’t speak to a vision of making a community impact is apt to miss the mark. A bricks and mortar campaign, for example, needs to be more than just another building – how will it allow an organization’s programming to grow and be more effective?
- The gift pyramid looks different –
- We have been taught to think of gift pyramids as perfect equilateral triangles, but the current reality is that the pyramid is flatter – a campaign is likely to have a broader base, with fewer large donors. While the adage that 20-25 gifts are likely to make-or-break the campaign, an increased focus on the broader base of support will be needed to ensure success.