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Raising money for a big project? Thinking about expanding your nonprofit’s impact but unsure how to fund it? That’s where a capital campaign comes in.
These campaigns rely on careful planning, major donor support, and strong storytelling to inspire people to give.
The good news? You don’t have to figure it all out alone. This guide will walk you through what a capital campaign is, and why it matters.
What is a capital campaign?
A capital campaign is a special kind of fundraiser designed to bring in a large amount of money within a set period of time.
Unlike regular donations that help with daily operations, a capital campaign funds big, transformational goals—like constructing a new building, launching a major initiative, or creating an endowment for long-term financial stability.
These campaigns happen in two main phases:
- The quiet phase: You secure large donations from major donors, board members, and key supporters before announcing the campaign to the public.
- The public phase: Once you’ve raised a significant portion of your goal, you invite the broader community to contribute and help push the campaign across the finish line.
Capital campaigns aren’t just about money—they’re about rallying your nonprofit’s supporters around a shared vision. With the right strategy and tools, With the right strategy and tools, you can maximize donor engagement, streamline fundraising efforts, and drive greater impact for your cause.
Why nonprofits launch capital campaigns
Nonprofits launch capital campaigns when they need a big financial boost to make a lasting impact. These campaigns aren’t about covering everyday costs—they’re about funding something transformational that will help the organization grow.
Some common reasons nonprofits start a capital campaign include:
- Building or renovating facilities – A new community center, school, or shelter can serve more people and expand your mission.
- Investing in large-scale programs – Whether it’s launching a scholarship fund or expanding healthcare services, these initiatives require significant funding.
- Purchasing major equipment or property – From medical devices to buildings acquisitions, capital campaigns help nonprofits afford big-ticket items.
- Creating an endowment – A strong endowment ensures your nonprofit has financial stability for years to come.
A well-planned capital campaign not only brings in large donations but also strengthens donor relationships. Supporters feel connected to your long-term vision, making them more likely to stay engaged and give again in the future.
Who is involved in a capital campaign?
A successful capital campaign isn’t a one-person job. It takes a dedicated team working together to plan, fundraise, and keep things on track. Here’s who plays a key role:
Board members – They provide leadership, make personal contributions, and use their networks to bring in major donors. Their buy-in is essential for credibility.
Staff members – Your executive director, development team, and other key employees help run the campaign, manage communications, and engage donors.
Fundraising consultants – Many nonprofits hire capital campaign consultants to guide strategy, conduct feasibility studies, and help with major gift fundraising.
Campaign committee – This group includes staff, board members, and passionate volunteers who focus on donor outreach, event planning, and overall campaign momentum.
Major donors & supporters – These individuals or organizations provide the large donations that set the foundation for success.
Capital campaign timeline: Step-by-step breakdown
A capital campaign isn’t something you launch overnight—it follows a structured timeline with clear phases. Each step builds momentum, helping you secure major donations before going public:
Planning phase
This is where it all begins. Your team sets a clear capital campaign goal, creates a case for support, and conducts a feasibility study to determine if your fundraising target is realistic.
Quiet phase
Before making your campaign public, you’ll secure large donations from board members, major donors, and key supporters. Most nonprofits raise 50-70% of their goal during this phase.
Public phase
Once you’ve built a strong foundation, you launch the campaign publicly. This is where social media, events, and community engagement come in to rally support and bring in smaller donations.
Completion & follow-up
Once you hit your goal, it’s time to thank your donors, share impact stories, and continue engaging supporters. A well-run capital campaign builds long-term donor relationships, making future fundraising efforts easier.
With the right plan—and the right tools—each phase becomes more organized and effective, keeping your campaign on track for success.
Marketing & donor engagement
Once your capital campaign goes public, it’s time to rally your community, build excitement, and bring in the final wave of donations.
The key?
Consistent, multi-channel marketing and strong donor engagement:
Tell a compelling story – Donors need to feel emotionally connected to your cause. Share personal stories, impact testimonials, and real-life examples of how their gifts will make a difference.
Use multi-channel outreach – Mix email, social media, direct mail, events, and press coverage to keep momentum going. Different donors respond to different channels, so reach them where they are.
Leverage video & visuals – A well-made video or infographic can quickly capture attention and inspire action. Show the problem, solution, and donor impact in a simple, engaging way.
Create a sense of urgency – Use countdowns, challenge grants, and matching gifts to encourage people to give before the deadline.
Engage your community – Host live Q&As, webinars, fundraising events, and social media challenges to keep supporters involved. Make it fun and interactive!
Personalize donor outreach – A one-size-fits-all message won’t work. Use tools like Harness to send personalized updates, thank-you messages, and tailored donation asks.
Celebrate milestones & recognize donors – Publicly acknowledge big gifts, share progress updates, and show appreciation. People love to see the impact of their contributions!
Launching a capital campaign with confidence
A capital campaign is one of the most powerful ways to fund big, transformational projects for your nonprofit.
But success doesn’t just happen—it takes careful planning, strong donor relationships, and the right tools to bring your vision to life.
By following a step-by-step strategy, securing major donations early, and using smart marketing and engagement techniques, your organization can hit its fundraising goal and build long-term donor trust.
The best part? You don’t have to do it alone. With platforms like Harness, you get the fundraising tools, automation, and expert support to make the entire process simpler, more efficient, and more impactful.
If your nonprofit is ready to launch a capital campaign with confidence, now’s the time to start planning.
FAQs: Capital campaigns
What is a capital campaign?
A capital campaign is a focused, long-term fundraising effort designed to raise a large amount of money for a specific project, like building a new facility, launching a major program, or creating an endowment.
How long does a capital campaign last?
Most capital campaigns last one to three years, depending on the fundraising goal and donor engagement strategy. The quiet phase (major donor outreach) usually takes the longest.
What is the difference between a quiet phase and a public phase?
In the quiet phase, nonprofits secure large donations from major donors, board members, and key supporters before making the campaign public. The public phase involves broader outreach, community engagement, and marketing efforts to bring in smaller gifts and push the campaign to its final goal.
How do you set a capital campaign goal?
Your goal should be based on a feasibility study, which evaluates your nonprofit’s fundraising capacity, donor interest, and project costs. Most organizations set a goal that is ambitious but realistic based on donor data.
What role do board members play in a capital campaign?
Board members are responsible for leading by example with their own gifts, leveraging their networks to secure donations, and ensuring the campaign aligns with the nonprofit’s mission and long-term strategy.
When should nonprofits hire capital campaign consultants?
Consultants can be helpful if your nonprofit lacks experience with major fundraising efforts. They provide strategic guidance, help with feasibility studies, train staff and board members, and keep the campaign on track.
How can nonprofits keep donors engaged after the campaign ends?
Ongoing stewardship is key. Nonprofits should follow up with donors by sharing impact updates, sending personalized thank-you messages, and continuing to involve them in the organization’s work. This strengthens relationships and sets the stage for future fundraising success.
