What I Learned Running a 5K: 3 Keys for Successful Capital Campaigns

One of my goals last year was to run a 5K. When my running buddy hurt her ankle a few weeks into training, I stopped running too.

When I set my goals for this year, I did not include running a 5K on my list. As I shared my list of new goals with my team, I admitted defeat on last year’s failed 5K attempt.

I thought I was imparting wisdom about being okay with trying something new, even if you don’t succeed. However, I didn’t anticipate the response that admission of failure sparked; my amazing team encouraged me to try again.

Flash forward two months and you’ll find me at the finish line of a 5K this weekend. But not before I experienced self-doubt, an intense desire to quit, and serious amounts of regret.

Oddly, Running a 5K is Like Running a Successful Campaign

So how did I achieve my goal of running a 5K, and what does that have to do with successful capital campaigns? The lessons are threefold:

1. Campaign Lesson #1: Set Big, Hairy, Audacious Goals
2. Campaign Lesson #2: Internal and External Accountability is Critical
3. Campaign Lesson #3: Set Specific, Hard Deadlines

Flash back to the first week of January and you’ll find me just having admitted defeat at running a 5K last year.

Several of my team members committed to serving as a support system for me to provide accountability. Somehow, we got the idea to run a 5k at our team retreat in September. Public humiliation was now on the line.

I had now very publicly committed to running a 5K. I had nine months to get in shape!

Key Similarities: Running a 5K and a Capital Campaign

I never considered how running a 5K would compare with leading a campaign, but I think there are many similarities. Without specific goals, accountability mechanisms in place, and internal and external deadlines, capital campaigns would be impossible to complete.

Without the combination of three critical motivators (an exciting goal, external accountability, and hard deadlines), it would be too easy to give up.

These are the same reasons so many people have trouble keeping New Year’s resolutions. It’s also why so many fundraisers have trouble raising major gifts. The goals might be big and exciting, but without accountability and specific deadlines, there’s simply not enough pressure and motivation to succeed.

It’s the combination of the three that help make capital campaigns the fundraising superstar they are.

The Challenges of Completing Such a Big Goal

I downloaded the Nike Running App on my phone and bought new sneakers.

Unfortunately, around two weeks into January, I hit a wall (figuratively, not literally). I couldn’t even stay on the treadmill for 10 minutes, and I couldn’t breathe when I jogged. This might be a terrible analogy, but I went through something akin to the five stages of grief.

I was so upset, angry, and frustrated with myself for committing to running a 5K in front of my team. I was confident I couldn’t do it and that I was going to be humiliated. But my colleagues were checking in each week and cheering me on.

Fortunately, I had a specific goal and accountability. But my goal seemed too far into the future. I need more motivation if I was going to do this. The Nike App recommended 8 weeks to prepare for a 5K, so I signed up to run a local 5K set for early March to add even more external pressure.

As of this past weekend, I’m proud to announce that I successfully ran a 5K!

I didn’t think I could, and there were plenty of reasons to quit. It was only because of deadlines, goals, and accountability that I was successful.

How to Apply these Lessons to Your Capital Campaign

The good news is that campaigns are set up to have goals and deadlines. And there are plenty of ways to incorporate mini-goals, deadlines, and accountability along the way.

Example #1: Soliciting Board Members

For example, you might have a goal of soliciting all board member gifts by a specific date (the next board meeting) with a specific dollar goal (15% of the campaign goal). If board members are responsible for soliciting one another, the staff can help keep them accountable and on track.

Example #2: Soliciting Board Members

Throughout the campaign, you are likely to have challenge / matching gift opportunities. Use these strategically to infuse your campaign with mini-goals and artificial deadlines.

For instance, you might have one challenge during the quiet phase where a leadership level donor matches the next three donors that commit $100K or more in the next two months. Or you might do a larger challenge to the community in the public phase for all gifts over $1,000, etc.

The Importance of Accountability

Accountability might be the most difficult aspect of these three keys to master. If I didn’t have my team holding me accountable and checking in each week, I think I would’ve quit for sure, even though I had a goal and a deadline.

Whether you hire a campaign consultant to keep you accountable, or charge a few members of the board with keeping staff accountable, accountability is a key ingredient.

Campaigns work in large part thanks to goals, deadlines, and built-in accountability. Having all three is the magic sauce!