by Jim Radford, President

Most institutions at some time require an infusion of significant new capital, so they undertake a major fund drive or capital campaign. Experience shows that a number of residual, or "hidden," values can be derived for the institution from a campaign experience.

Listed below are some of the benefits that frequently can be gained for an institution from a capital campaign:

• the institution’s leaders take a measured and thorough look at what they are doing, how well they are doing it, and how their work can be improved or enhanced;
• new leaders and friends are discovered, and they are motivated to become more intimately involved;
• the campaign acts as a catalyst that unites various constituent groups of an institution for a common cause, while strengthening the morale and spirit of the people;
• a sense of forward motion and growth is put in motion by setting new goals, creating new programs and establishing a new vision for the institution;
• the image of the institution is enhanced through promotion of its cause;
• new funding prospects are identified, and the sights of past and present donors are raised;
• the annual giving program can be strengthened, and the groundwork is laid for future major gifts and bequests that will continue long after the campaign’s conclusion;
• overall planning and public relations programs of the institution are strengthened;
• an opportunity is provided to deepen relationships among people associated with the institution, giving them a sense of gratification by playing a meaningful role in making it better than it was before;
• a sense of pride, purpose and esprit de corps is fostered within the institution, the community and its friends, inspiring a new sense of direction and unity;
• a major opportunity is provided for highlighting the institution’s people, programs and accomplishments in a different and uplifting way;
• relationships are deepened with friends and new friendships are developed;
• properly conducted, it makes people feel good about their donations, making the institution better because of their involvement.

The bottom line, financially and emotionally, is that a capital campaign does much more than grow the financial base of an organization. It strengthens the group’s relationships, and furthers belief in its purpose among a wider and more receptive audience that takes ownership and pride in its mission.