Building Beyond the Goal: Capital Campaign Telefundraising
When a major regional theatre engaged DCM to add telefundraising to their capital and endowment campaign, they discovered something more valuable than one-time gifts. They found a pathway to hundreds of new donors, building a solid foundation for future annual fundraising and major gifts.
Our Approach
The approach was highly personal, and mirrored major gift solicitation. Every prospect received a carefully crafted letter from high-profile members of the community, with top prospects receiving additional correspondence. Philanthropy was the cornerstone of the messaging, rather than a transactional offer.
Following the bespoke mailing, professional fundraisers conducted calls focused on relationship building alongside gift solicitation, and worked in close collaboration with the in-house team to continue cultivation of the most interested potential donors.
The Results
The results were impressive. From approximately 400 pledged donations, the majority came from new and lapsed donors–including a $50,000 gift from a lapsed donor who had never made a major contribution. The program generated significant acquisition at a relatively low cost, and identified strong annual fund and major gift prospects for ongoing cultivation.
More than 50% of gifts came from lapsed and new donors.
This approach delivered exceptional long-term value at a fraction of the cost of traditional donor cultivation. The key was treating every interaction as the beginning of a relationship, not just a transaction.
Overview:
Pool of 25,000 leads
All received a personalized, timed pre-approach letter followed by a call, with prime prospects also receiving an additional letter.
Prospective donors were asked for a gift of $3,000-$5,000
Naming opportunities included seats @ $5,000 or $10,000
Results:
Total pledge revenue: $508,150
Total prospects contacted: 5,762
Total gifts pledged: 439
Average gift: $1,157
Gift breakdown:
1 @ $50,000
1 @ $25,000
12 @ $10,000 - $24,999
30 @ $5,000 - $9,999
2 @ $3,000 - $4,999
12 @ $1,500 - $2,999
381 @ $1 - $1,499