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.