Campaign Assessment (Initial Fitness Evaluation)

Before lacing up your running shoes for marathon training, you must first assess your current fitness level. In a similar way, before launching a capital campaign, organizations conduct a feasibility study or campaign assessment. This is where you evaluate the resources, capacity, and readiness to embark on such an ambitious effort. It’s about testing your endurance early on—how much can you realistically raise, and who will support the campaign?

This assessment phase gives you a clear picture of the strengths and weaknesses of your organization, much like a fitness test helps a runner understand where they stand. The feedback from this phase ensures that your capital campaign will be grounded in reality and have the foundation for success.

Campaign Preparation (Marathon Training)

After the fitness assessment, a runner enters a structured training program. They build endurance, incrementally increasing their distance over time while strengthening their muscles and practicing pacing strategies. In a capital campaign, the preparation phase is just as essential. This is where planning, strategic alignment, and leadership development occur.

During this time, the internal team is solidified, key donors are identified, and the campaign message begins to take shape. Just as a marathoner wouldn’t head straight to the longest runs in week one, organizations take time in this phase to ensure their goals are clear, their internal teams are aligned, and early donor cultivation is underway. The effort put into this stage ensures that, when the race officially begins, your team is ready for the road ahead.

Early Phase (Early Miles of the Race)

Once the marathon starts, runners must pace themselves. The first few miles are crucial to maintaining energy for the entire race. Similarly, in the early phase of a capital campaign, known as the “quiet phase,” organizations begin making significant but carefully timed asks of top donors. They follow a sequential solicitation strategy. These early gifts build momentum and provide a financial foundation.

This part of the race requires discipline. Just as a runner must avoid starting too fast and risking burnout, a campaign team must remain steady, not rushing to solicit too soon but rather building solid relationships with key stakeholders. The success of this phase sets the tone for the rest of the campaign.

Public Phase (Final Miles)

The final miles of a marathon are often the most grueling. The body is tired, but the finish line is in sight. This mirrors the public phase of a capital campaign, where the final push is needed to meet fundraising goals. By this point, the organization has raised a significant portion of its goal privately, and now it’s time to bring the broader community into the effort.

This phase involves public appeals, events, and media campaigns, much like the last stretch of a marathon where crowds cheer and spur the runners toward the finish. It’s a time when every contribution counts, and momentum from early wins helps propel the team forward.

Capstone Phase (Cross the Finish Line, Celebrate, Evaluate)

Crossing the finish line in a marathon is exhilarating. There’s an overwhelming sense of accomplishment, but also an immediate need to recover. In a capital campaign, once you reach your goal, the work isn’t entirely done. Celebrations and ‘thank-yous’ are critical at this stage. Donors, volunteers, and the community all need to be acknowledged for their role in the success.

This phase also includes a final evaluation and debrief, which helps inform future campaigns. Just as a marathoner will stretch and cool down to prevent injury, organizations wrap up their campaign in a way that ensures long-term relationships with supporters and prepares them for future initiatives.

In both running a marathon and conducting a capital campaign, preparation, pacing, and perseverance are essential. Each phase contributes to the overall success, ensuring you reach your goal while maintaining the health and strength of your organization along the way.