Capital Campaign Readiness #6:  Is YOUR Image Ready for the Spotlight?

As we know, capital campaigns are HUGE opportunities for nonprofits. They can help expand mission impact, reach more people, and create lasting change.

But success isn’t just about having a great cause and being financially prepared. 

Your organization’s image also matters. It actually matters a lot to major donors because they will be entrusting their gifts to your organization.

Your organization’s image is a bit like your calling card to the community. 

It shapes how donors see you, your work, and your overall impact. A positive image builds trust and makes people want to support you.

Think of it this way: two organizations are asking for money for the same type of project. One has a great reputation and is super involved in the community. 

The other has had some well-known challenges and doesn’t get its voice out there in the community often. Which one do YOU think will achieve a successful capital campaign? 

Capital Campaign Readiness: Check Your Image in the Mirror

While you are planning your campaign, take a good, hard look at your organization’s reputation in the community. 

Our checklist will help you understand if you’re ready and what your leaders might want to address. 

1. Is Your Organization Well-Respected?

Yes, this is a value judgment, but you can probably assess your organization’s general level of respect in the community. 

• What do people in your community think of you? 
• Are you involved in local events and partnerships? 
• Have you won any awards? Brag a little! It shows you’re doing great work.

2. Does Your Organization Have a Track Record of Success?

Success breeds more success. But you have to talk about it. 

Do NOT be the best-kept secret in town. If you are, then you are losing the PR battle. 

• Are you talking about what you’ve already accomplished and the impact you’ve made?
• Be sure to use data and case studies to illustrate the difference you’re making.
• Get testimonials from people you’ve helped. Their words can be so powerful!

3. Is Your Organization Perceived to be a Leader in the Community?

It might be time to stage some bigger events, perhaps with other organizations, to showcase your work. You can also consider taking issues directly to the community and staging panel discussions with stakeholders.

• Do you have any unique programs or approaches? Show off your innovation!
• Are you working with other organizations? Donors like to see you in partnership with others. 
• Can you stake yourselves out as thought leaders in your field? That wins lots of points!

4. Do You Feel That People Trust Your Organization?

Trust comes from doing what you say you will do. Your leadership should show that it can respond to challenges in a businesslike and thoughtful way.  This is when transparency about your finances can help build trust and credibility. 

• Be open and honest about your finances and how you make decisions.
• Make sure your board is active and diverse.
• Show that you manage your money well.

5. How’s Your Organization’s Visibility? 

In planning a capital campaign, never underestimate the power of smart public relations to raise visibility. Modern social media strategies can generate community-wide enthusiasm and support.   

These messaging strategies can also educate and engage new supporters and generate broad discussions about issues your organization addresses. It just might be time for a PR campaign! 

• Generate a PR campaign to build up goodwill – well before you want to launch your capital campaign. 
• Consider sponsoring local events that may match your mission.
• Write articles and content for local media to share. 
• Make friends with your local reporters. If you are a national or international organization, cultivate reporters to cover your mission area and give them content/news. 

Beyond the Checklist

There’s more to your image than just these points. Your brand, how you look, even how happy your staff is – it all matters. 

In any community, informal networks can spread good – or not-so-good – news. Word does get around. 

Your Board Members as Reputational Allies

Your board members are key to spreading informal news among your stakeholder community. It might be time to give them a messaging workshop that includes confidentiality guidelines.

We’ve known plenty of board members who have created drama, or spread gossip about internal workings at organizations.  

BOTTOM LINE : 

Your image is a powerful tool. Use this checklist to be honest with yourself and make a plan. By addressing any weaknesses and showing off your strengths, you’ll build trust and get the support you need to reach your goals.

Remember, a successful campaign takes time and hard work. But if you focus on building a positive image, you’ll be well on your way!

Planning a Campaign? Add Power and Influence
Is Your Board Ready to Lead Your Capital Campaign
Is Your Nonprofit Ready to Launch a Capital Campaign? 6 Essential Checks Before You Do.

Are Your Volunteer Leaders Ready to Launch a Capital Campaign? The Volunteer Leadership Assessment Checklist
Is Your Prospect Pipeline Ready for Capital Campaign

Three Questions Your Early Case for Support Must Answer