Once your capital campaign ends, the right approach can keep those donors giving at a higher level.

By Alicia Orr Suman

Zumwalt: For soliciting large gifts to the capital campaign, we did almost no direct mail; it was almost all through face-to-face solicitation using volunteers.

FS: When it comes to creative strategy for capital campaigns and also for follow-up efforts to these important donors, what tactics are used?
Clark: We’re going to keep up ongoing communication with them, so that even in a year in which they’re not able to give, or have other charitable commitments, they feel a part of the family and then perhaps will think of giving again the next year. I hope that we’ll be able to convert some of the $100,000-$1 million donors to an ongoing relationship where they’ll give every year or two or three, a gift of maybe $5,000.