How To Structure A Mini Campaign

HOW TO STRUCTURE A MINI-CAMPAIGN TRADITIONAL CAMPAIGN TIMELINE COMPARED TO A TWO-PHASE MINI-CAMPAIGN Downsizing Across Four Critical Components Traditional Campaign Institutional Readiness Planning Quiet Public Select development executives are adopting a more targeted, abbreviated campaign approach-the "mini-campaign"-as a supplemental or replacement strategy. A smaller goal is not the mini-campaign's sole characteristic-it is narrowly scoped across all components of a traditional campaign, including the timeline: the traditional four-phase campaign collapses to a two-phase mini-campaign. A quick launch requires the identification of a clear priority and involved partners, followed by a period of major gift fundraising without the publicity typical of a major campaign. Since the mini-campaign is a downsized effort-in timeframe, staff and ally involvement, and activity-it enhances flexibility in today's volatile market by allowing for more frequent strategy adjustments, while minimizing burnout through rotation and refreshment of staff and allies between mini-campaigns. Unlocking the potential of the mini-campaign requires execution across the four critical components outlined below. Mini- Quick Launch Major Gift Fundraising Campaign Set Campaign Parameters Designate Staff Ownership Enfranchise Select Allies Scope Communication Strategy PRIMARY SPECIFICATIONS STAFFING VOLUNTEERS DONOR MESSAGING Downsized and Focused on Discrete Needs Dedicated Fundraiser, Limited Support Staff-Not Entire Office High Affinity, Strong Connections-Maximum Contribution Donor-Centric Cultivation Platforms ! PRIORITY LEVERAGE MOST ENGAGED Concrete endowment, capital., or programmatic project VOLUNTEER CHAMPIONS CHIEF DEVELOPMENT OFFICER EXTERNAL CONSULTANT Recruit chair(s) with complementary experience, skills, social or professional networks Donor Centric CHAIR(S) STEWARDSHIP GOAL EVENTS Flexible based on priority, major gift potential PRIMARY MAJOR GIFTS OFFICER MAJOR GIFTS OFFICER DIRECTOR OF DEVELOPMENT MINI-CAMPAIGN COMMUNICATION VEHICLES PROSPECT EVENTS, TOURS EVALUATE NEED FOR SMALL TIMEFRAME CAMPAIGN COMMITTEE 1-3 years Consider leveraging a small volunteer committee to expand fallow pipeline or engage interested volunteers, MDs CASE STATEMENT DEVELOPMENT ADMIN ASSISTANT ANNUAL FUND OFFICER CORP. & FOUNDATION OFFICER THIRD-PARTY FUNDRAISING EVENTS OFFICER MINI-CABINET Representative Priorities, by Type Flexible to Hospital Needs and Development Office Capacity Mini-Campaign Manager Role DIRECT MAIL $20M Maintains Portfolio, Assumes Strategic, Ally-Facing Role LIMIT BOARD MEMBER INVOLVEMENT PROSPECT MANAGER • Remain primary solicitor for all assigned major gift prospects • Oversee planning of cultivation, stewardship events Scale back board requirements to preserve contributions for larger campaign; board members with high interest may play larger role PUBLIC LAUNCH EVENT $16 M BRANDING, SLOGAN $12 M CLINICAL LIAISON • Cultivate relationships with MDs to uncover priorities, prospects • Vet potential donor-identified priorities with appropriate MD GOAL BOARD SOCIAL NETWORKING $8M VOLUNTEER MANAGER PHYSICIANS PRINT ADS, • Set expectations, support, and focus volunteers on completion of tasks Increased Involvement Driven by Perceived Benefit YOUTUBE VIDEOS Mass • Create, execute plan for board member involvement RECIPROCITY Appeal Targeting top physician priorities facilitates higher MD engagement so CAMPAIGN STRATEGIST LENGTH-YEARS MANAGEABILITY • Identify volunteer-driven opportunities to launch mini-campaign FU Meetings, communication tailored to MD schedule,. preferences CAPITAL A PROGRAMMATIC ENDOWMENT • Identify opportunities to leverage other in-house expertise, fundraising channels Advisory Board Company Philanthropy Leadership Council LEARN MORE AT www.advisory.com/PLC/poster2011