The Nonprofit Fundraising Solution

CHAPTER TWELVE

MAJOR FUNDRAISING CAMPAIGNS: THE MORAL EQUIVALENT OF WAR

THE TIME HAS COME. YOU'VE thought about your culture, examined your leadership, tuned up your board, learned about challenge and stretch gifts, and built up your annual fund. The moment has arrived to put it all together into a major fundraising campaign. A major fundraising campaign is a period of sustained focus on a particular goal, during which you collect stretch gifts from current donors, usually through multiple year pledges, and bring in gifts from new donors who share your values and the campaign's goal. For our purposes, a major campaign is also the culmination of the ideas and tactics we've discussed so far.

The YMCA launched the first-ever campaign of this ...