By Norman Fishman, Executive Vice President
Los Angeles

Wouldn’t it be nice to take potential donors to your capital campaign on a tour of your planned new building prior to it being built?

Our senses can trigger very potent emotions and being able to see and hear the sounds of a brand-new or newly renovated museum, church, synagogue, school, YMCA, library or hospital is a great selling point. On the other hand, presenting a “finished product” takes some of the excitement and mystery out of a “new” project.

From a fundraising perspective, the completed building removes the sense of urgency in moving the campaign along in a timely manner.

So what‘s the solution? Every organization that I have the privilege to work with has developed a vision of what the new building is going to look like, who it will serve and how the community will benefit from this addition. Sometimes the vision is carried by several people, including the executive, members of the board and perhaps the architect or designer.

How do you help the prospective donor embrace that vision? There are a number of techniques, including a case statement, architectural renderings, digital animation and personal, face-to-face meetings.

The most effective way to convey the totality of the vision is a personal visit by the prospect to the site where the building will be constructed. In addition, and when appropriate, a visit to the current location is helpful, especially if it is different from the proposed facility.

This meaningful action has a number of benefits. It completes the cycle of information, gives the prospect a sensory experience, includes them early in the development of the project and creates an important investment of their time, bringing them closer to the campaign.

If that is not possible; if, for instance, the new site is under demolition to make way for the new construction and is unsafe or inappropriate to tour, you can still accomplish this “sharing of the vision” with excited and informed volunteers, accompanied by knowledgeable staff, on a personal visit armed with a “virtual” tour via video, PowerPoint, or an attractive set of hand-held plans.

Meaningful gifts are made -- and campaigns succeed -- when you take the time to engage in patient, persistent cultivation of your donors. This means explaining the need, communicating the importance of the organization and the project in the community, and sharing excitement of the vision. Take time to consider and thoroughly plan how you will communicate your vision and plans to prospective volunteers and donors to your campaign. Don’t overlook this most important cultivation activity.