How to Prevent Donor Fatigue in Your Capital Campaign

Donor fatigue is an understandable concern. How can your campaign succeed if your donors are tired of being asked to give?

The good news is people often don’t behave in the way you might think — especially when it comes to capital campaigns. If fundraising was only about the money, of course donors would get tired of you continuing to ask for cash.

But it’s not!

Fundraising is About More Than Just Writing a Check

The reality is capital campaigns are about something bigger: the mission of your organization. People give because they believe in the impact a special project makes on a community.

The money is asked for in the service of doing something important — something that the donor holds quite dear to their heart.

In that context, people don’t get tired of giving, or of being asked to give. In fact, the opposite usually happens. They feel excited about the opportunity to be a part of making something big happen for a cause they care about.

A real-world example

A small church in Texas was rapidly outgrowing its building. While many new members needed a parking spot and a place in a pew, the group involved in the capital campaign to make this happen didn’t have many people.

Yet they were excited about their community expanding.

So, they pledged to buy the new land. And pledged again to sign off on the building plans and get construction going. And yet again to finalize the addition of a porte-cochère to keep congregants safe from the Texas rain.

Like with all construction projects, there was red tape to cut through and plenty of delays. When the fire marshal finally signed off on the building’s safety, the campaign had been running for much longer than anyone initially expected.

Many of the pledges in this small group of people had already been extended. Multiple times.

Yet the board was now sitting on a unique opportunity. They were $250,000 away from moving into the new building without a mortgage. Do you think the supporters were upset about being asked for money again?

No way! They were thrilled to help finish the project on such a high note. It was exciting to have the opportunity to start a new chapter in the community without any debt.

So they gave again, with joy, and reveled in the success of the “mortgage burning service.”

5 Ways to Prevent Donor Fatigue in Capital Campaigns

Donor fatigue is a very real problem, yet it becomes virtually nonexistent if fundraising is done well. Keep these five things in mind when running your capital campaign to keep your donors happy and your project on track.

1. Assume your donors are excited to give

Capital campaign donors are not ATMs, but rather partners in your mission. They donate because they believe in what you’re doing and want to help you expand your reach. Running a successful capital campaign free from donor fatigue is all about mindset. That is, how you think about fundraising is likely to impact your success.

Remember that your supporters are excited to help you accomplish your goal. Remain optimistic through every interaction. It’s best to embrace abundant thinking to motivate yourself and engage donors in doing more good.

2. Be clear about where the money is going

Make sure your donors understand exactly why you are asking for money. They also need to understand where their gift is going.

For example, are you purchasing the land for the new building — or have you already started construction? People might feel a little lackluster if they don’t know what their money will accomplish.

But, if they feel like they are making a difference and can see progress in real time, this won’t happen. You might worry that what you have in terms of impact is small, but don’t sell yourself short. Your donors care very much.

3. Understand your donors’ motivations

Capital campaigns rely on donors who are committed to your organization’s mission. When approaching donors, be sure you know them well enough to understand why they want to give to you.

• What goals does your donor have?
• What problems do they hope to solve?
• How does giving to your campaign help this person accomplish what they want?

For example: When reaching out to members of the parking team, the church emphasized the dozens of new spots available around the new building. This news encouraged the donors, as it solved the problems they ran into the most. However, a nursery volunteer might care to hear more about the new childcare facilities, instead.

Bottom line — if you tailor your asks to your donor’s interests, you will maintain excitement about the project’s success and avoid donor fatigue.

4. Always acknowledge prior gifts

It’s quite common for a donor to be asked for (and to give!) multiple times in the same capital campaign. For the church in Texas, supporters first purchased the land, then built the sanctuary, and finally closed out the mortgage. To avoid fatigue, you must recognize that your donor has already given with each new wave of pledges.

If you acknowledge their prior and ongoing support, donors will be excited to see the great progress the campaign is making. They will be happy to give again because the result is just as important to them as it is to you.

5. Thank donors personally and immediately

Never underestimate the power of a thank you note. To avoid donor fatigue, be sure to reach out to your supporters to thank them for each gift. A handwritten note or a phone call can go a long way in making people feel appreciated.

Remember, your donors want to accomplish the campaign’s goal just as much as you do. When you reach out, you can recognize this and commend them for it. You are unlikely to run into problems when you go out of your way to make each supporter feel like a valued part of your team.

Your Anti-Donor Fatigue Campaign Checklist

Don’t expect your supporters to flinch when they see you coming. You know how to run a campaign free from donor fatigue. Be sure to…

1. Approach donors with excitement and optimism.
2. Set clear goals for their donations.
3. Know why your donor wants to give.
4. Acknowledge your donor’s past involvement during a new ask.
5. Reach out immediately and personally to say thank you.

Remember — your donors are excited about your mission. If you stick to these guidelines, they won’t ever feel unappreciated for their giving or uninterested in seeing the campaign through.