How To Build A Strong, Integrated Capital Campaign

How To Build A Strong, Integrated Capital Campaign

Challenge

Leader Dogs for the Blind initiated a $14.5 million capital campaign to transform their kennel into a world-class Canine Development Center worthy of their extraordinary dogs. They asked Grizzard to help them communicate their vision and needs with donors and non giving volunteers.Of note: Many charities offer naming opportunities with bricks and mortar campaigns (like engraved pathway bricks or honor walls). Unfortunately, an outside consultant recommended against this proven strategy. Consequently, Leader Dog set the bar for name recognition at $7,500 —impossibly high for all but the wealthiest donors.

Solution

Grizzard built a compelling integrated campaign centered around a showpiece direct mail appeal. The oversized, 4-colorenvelope included a puppy wearing a hard hat sitting on blueprints, and teasing news about the “biggest campaign” in Leader Dog’s history — a promise the letter quickly paid off. Making a careful case for an upgraded facility without implying dogs were currently under served, donors were asked to make a significant gift. Also included were a highly visual infographic detailing there renovations (easily repurposed for social media) and a remit with an attached bounce back card for display at the Center’s grand opening. This helped compensate for the lack of legacy opportunities. Grizzard then deployed a detailed email with similar messaging,along with links to the Center’s FAQ page and video pages.

Results

By any measure, the Canine Development Center capital campaign was an out standing success.

  • Revenue surpassed projections by 2.5 times,exceeding cost by a 5:1margin.
  • Nearly 100 volunteers made their first ever gift.
  • And nearly half of direct mail donors (46%) upgraded their giving level!

All in all, Grizzard’s integrated capital campaign for LeaderDog made for a very happy client — and more important,helped ensure a successful completion of the Canine Development Center.

By: Grizzard Communications