How Small Nonprofits Can Run A Strong Capital Campaign: 8 Practical Tips

When most people hear “capital campaign,” they think of big institutions—universities or hospitals—raising tens of millions over several years. But in today’s fundraising landscape, small nonprofits are joining in and finding real success. A 2024 study by Capital Campaign Pro found that even nonprofits with annual budgets under $1 million were raising between $3.3 million and $9.5 million through multi-year campaigns.

These campaigns don’t always aim to build a new facility or fund an endowment. Smaller organizations often use them to double annual giving, expand services, or deepen impact—making them what’s often called comprehensive campaigns.

So, should your organization consider launching one, even during uncertain economic times? Experts say yes—and that now might actually be the right time. Here’s what nonprofit leaders need to know to plan and execute a successful capital campaign.

1. Assess Whether You’re Ready

Start with an internal readiness check. Do you have the team, systems, and board support needed to manage a multi-year campaign? Evaluate whether your donor database can track relationships and gifts effectively. Make sure your board understands what big-gift fundraising entails and is ready to support it.

Also, talk with key donors early. Gauge their interest in your mission and leadership. Their support—and feedback—can make or break your campaign.

2. Bring in Outside Experts

Consultants are a worthwhile investment. If your organization can’t afford professional guidance, it may not be ready for a campaign yet. Consultants can provide a clear-eyed view of your data and strategy, and help you avoid stalling halfway through. Many nonprofits hit a plateau at 40-60% of their goal and call for help too late.

3. Make a Compelling Case for Support

Your campaign must be anchored by a strong, forward-looking vision. What change will this money bring? How will it scale your work or solve a major problem? Avoid vague or symbolic goals—like raising money just because it’s an anniversary. Donors want to know why now, and why it matters.

Before going public, be sure you can clearly articulate the campaign’s purpose in a way that resonates with supporters.

4. Test Your Message with Donors

Before you finalize your campaign messaging, test it with a handful of key supporters. What resonates? What needs refining? Third-party interviews can often yield more candid responses. And once the campaign is underway, keep checking in with donors to adjust messaging if needed—especially if you’re new to capital campaigns.

5. Set a Realistic Budget and Goal

Your fundraising goal should directly tie to your vision. Estimate how much your plans will cost—including staffing, infrastructure, materials, and consulting—and then budget about 10% of the total for campaign-related expenses. For example, a $10 million campaign might include $1 million in campaign costs.

Smaller nonprofits often need to invest more upfront to build capacity, unlike larger groups that already have the infrastructure in place.

6. Focus on Passionate Donors First

Wealth is important, but passion matters just as much. Donors who believe deeply in your mission are more likely to give—and to encourage others to do the same. Use your donor database to find individuals who have both a history of giving and the financial means to contribute at a higher level. Those are your ideal early champions.

7. Form a Campaign Cabinet

Peer-to-peer fundraising can be powerful. Consider creating a campaign “cabinet” or advisory group made up of board members, community leaders, or dedicated supporters. These individuals can help make introductions, attend meetings, and advocate for the campaign.

Be mindful of their time and energy. Celebrate milestones and give members an easy off-ramp when their commitment ends, so they leave feeling appreciated and energized.

8. Build Momentum Quietly Before Going Public

The best campaigns don’t start with a splashy announcement—they start quietly. Aim to raise at least 60–70% of your goal before you go public. That way, when you launch broadly, you’re showing momentum, not asking people to fund an uncertain dream. Some campaigns even wait until they’re 90–95% there before opening the door to smaller donors.

Final Thought:
Capital campaigns are no longer reserved for the largest institutions. With the right planning, support, and commitment, small nonprofits can launch bold campaigns that significantly grow their reach and impact. If others are out there asking for big gifts, why not you?

Source: The Chronicle of Philanthropy