The Capital/Endowment Campaign

· Campaign purpose

Our organization, Girl Effect is developing several new programs in Africa under the purpose of bringing innovative culture to girls in poverty. Our three-year campaign will be fundraising for those programs. The programs including Yegna, Ninyamoingna, Zathu are creating young culture brand in Ethiopia, Rwanda, and Malawi respectively. Our financial goal for this campaign is $5 million. Our senior managers, Farah Ramzan Golant and Claire Tavernier will be leading this campaign. Our overall campaign strategy is to use top-down approach finding prospect donors. We will ask from our board member, major donors who made large gift in the past first. Then our employees, general donors and volunteers. Furthermore, we ask former participants of the organization, former board members, former donors. We will use marketing strategies to promote our programs, attract people with similar interests and invite them to join the campaign. During the campaign, we will be focusing on pledges, personal requests, proportionate giving, and phases. Also, our incorporate benchmarks will be followed strictly.

· Phases

At the pre-campaign planning phase, we will review past giving history and develop the campaign plan including gift plan, communication plan and etc. Also, we will set up our fundraising goals and access to internal readiness.

At the quiet phase, we will finalize the case for support, generate communication tools for public phase.

At the Campaign kickoff &public phase, we will set final dollar goal and campaign end date. We are not only going to continue solicit gifts from closest supports but also solicit from new sources. Communicating regularly with volunteer leadership is also important at this phase. At campaign closing phase, we will form a public event to announce the closure of campaign, and use end date as tool to secure new donors.

At stewardship phase, we will steward all campaign donors, create campaign impact report and share campaign impact stories through website and social media.

· Steps

Firstly, we will audit the organization’s current staffing and fundraising results. Girl Effect currently have over 1000 employees and volunteers world-widely. Among this three years 20 employees located in the headquarter, London will serve the campaign.

The next significant move is to developing the case for support.

Then, we will test the case with current and potential major gift donors and screen the organization’s donor list to identify prospective major gift donors. We choose our board member Maria Eitel and Melinda Gates as our prospect major donors. They both have donated large amounts to our organization. They have also followed our steps in Africa so they are aware of our newest programs development.

Next, we need to access the potential donors with strong communication strategies. For all the potential major donors we will schedule meeting with them and provide formal written information of the programs and the current progress to them. We will ask them face to face for major gift donation according to the preparation, solicitation, the ask and handling response process. The campaign information will also be posted on the website and social media to attract general gifts. We will recruit volunteers to identify prospects by sending out fliers and promoting our programs to raise money from general donors.

Since we will recruit volunteers, identifying and training volunteer leadership will be an important task. Claire Tavernier will be managing the overall effort including volunteer leadership and volunteer activities management.

· Chart of gifts needed(estimated)

· Volunteer/donor organizational division structure and gift goal for each division

· Timetable