Do You Need a Nonprofit Capital Campaign Consultant? Let’s Find Out.
If you’re planning to launch a capital campaign in the near future, I bet the question of whether to hire a nonprofit capital campaign consultant has crossed your mind. And it’s an important question. Investing your organization’s money wisely is crucial, especially when conducting an exercise like a capital campaign meant to raise funds, not spend them.
Yet, I’m sure you also recognize that a well-executed capital campaign is necessary to attract the large donor amounts you likely need to call your campaign a success.
I’ve worked with scores of nonprofits across the country—supporting everything from feasibility studies to campaign planning to the implementation of quiet, public, and stewardship phases of campaigns—and I’ve heard this question asked time and time again.
So, do you really need a nonprofit consultant to manage your capital campaign?
The answer: It depends.
There’s a long list of reasons why working with a consultant is an excellent choice. But, there are situations in which a consultant may not be necessary.
Hiring a consultant is a big decision, so I’ve created the guide below to help you make the best choice for your organization.
Before diving in, read our previous articles on capital campaigns on the Beam Consulting blog. In particular, read about the importance of feasibility studies, how to find the right donors for your capital campaign, and how to qualify your donors.
When to Hire a Nonprofit Consultant to Manage Your Capital Campaign. And When Not To.
There are many signs that hiring a consultant to manage your capital campaign is the right move. If any of the scenarios below describe your organization, you likely want to explore working with counsel.
Your Campaign Team Needs Help Focusing and Meeting Deadlines
If your campaign needs someone to keep volunteers focused on the task at hand and ensure deadlines are met, counsel is a smart investment. That’s not to say that someone within the organization couldn’t assume this role. Oftentimes, though, internal staff are busy working with donors, planning events, supporting board members and volunteers, or consumed by the numerous tasks that need to get done each day to keep the wheels of your organization turning.
Most nonprofit leaders I’ve worked with have recognized—sometimes the hard way—that staff typically have too little bandwidth for the cat herding, which is so crucial to maintaining campaign momentum.
Your Team is Not Prepared to Meet with Major Donors and ‘Make the Ask’
Asking for five-, six-, and seven-figure gifts takes thoughtful preparation and planning. It’s not the time to throw an inexperienced staff member to the fundraising wolves. It can be daunting to sit down with someone who has the capacity to give gifts of unimaginable sums. There’s an art to ‘making the ask’ in a way that honors the donor’s wishes while maintaining appropriate control over how donations are used and how the project unfolds.
Believe me. I’ve heard horror stories of times when a solicitor’s approach offended donors. I’ve even been on the receiving end of such an ask myself! A solicitation can go sideways without careful preparation and thorough consideration of a donor’s personality, preferences, and priorities. A good consultant can help prepare and coach solicitors on artfully steering the conversation in the right direction.
Your Campaign Could Use a Credibility Boost
Having an experienced and well-respected nonprofit consultant on your campaign team can give your campaign a huge credibility boost. In the end, the difference between a successful and unsuccessful campaign comes down to donor confidence. I find that when a consultant is alongside a campaign team, donors begin to relax, knowing that a professional with dozens of capital campaigns under her belt is helping to steer the ship.
You Need an Objective Mind and a Cool Head
There are many moments in every capital campaign when the work feels like a never-ending slog. Maybe the frequency or size of donations begins to decline, or volunteers begin to feel tired and distracted. Maybe an unforeseen circumstance suddenly pushes you farther away from your campaign goal. When you hit those bumps in the road, it’s important to have an objective consultant to offer guidance, lend an ear, give pep talks, or calm ruffled feathers.
There Are Times When Hiring a Nonprofit Consultant May Not Be Necessary.
The determining factor in whether you should or shouldn’t hire a consultant is your organization’s prior experience with successful capital campaigns. Generally speaking, if you’ve conducted several successful campaigns in the past and received the go-ahead from a positive feasibility study, I believe it’s okay to tackle your campaign without a consultant.
This belief, however, assumes that you’ve put the right process and internal team in place to be successful this time around, such as:
You have experience successfully making direct asks for large gifts
You’ve weathered the ups and downs of a campaign in the past and are ready and able to do it again
You have a skilled team of volunteers who have participated in previous campaigns and know your community of philanthropists well
You have the internal bandwidth to manage the day-to-day campaign activity and keep everyone focused and on schedule
You have enough prior success and credibility to instill donor confidence in your campaign
You may notice that I have yet to mention consultant fees anywhere in this guide until now. I believe costs should be the last consideration, not the first. That’s because, without the right tools and conditions in place, the cost of missteps that could happen without trusted counsel will far outweigh the costs of a consultant’s fee. And good advice that helps you reach your campaign goals is worth its weight in gold.
If You’re Still on the Fence About Hiring a Campaign Consultant, Talk to One.
Sometimes the best way to learn is to go to the source. Like with all aspects of your campaign, my team and I are here to help answer any questions you have. If you’re not sure whether to hire a consultant and want a little insight from someone who’s seem her fair share of capital campaigns, let’s chat!
Happy Campaigning!
Dani
About The Author
For the past 25 years, Dani has helped nonprofits at local, regional, and global levels find sustainable solutions to tricky growth and funding issues. She works with leaders and teams to optimize their approach to fundraising, strategic planning, marketing, and more! Dani is passionate about helping motivated people build vibrant and effective nonprofit organizations—so they can make a meaningful impact in the world!