"You have to know where you are to know where you want to go."
Anyone who has ever asked for directions knows the first question they’ll hear: “Where are you coming from?” Before anyone can point you in the right direction, they need to know your starting point. The same principle applies to campaign planning—whether for a capital campaign, an endowment effort, or a multi-year fundraising initiative. Without a clear understanding of where your organization stands today and where you intend to go, crafting an effective fundraising strategy becomes nearly impossible.
This is why strategic planning is not just helpful—it’s essential groundwork for campaign planning. When we begin working with clients, one of our first steps is document gathering. Among those materials, we always ask for a strategic plan. That doesn’t mean a hundred-page document collecting dust on a shelf; we’re not looking for a novel. A well-constructed 1-3 page strategic plan can be just as powerful—so long as it clearly articulates an organization’s goals, priorities, and trajectory.
The Role of Strategic Planning in Campaign Success
A capital campaign—or any large-scale fundraising initiative—is not a standalone effort. It’s part of a broader vision for the organization’s future. A strategic plan:
Clarifies Priorities – It identifies the most critical needs, ensuring fundraising efforts align with the organization’s mission and long-term vision.
Provides a Baseline – By understanding where the organization stands today (financially, operationally, and programmatically), leaders can set realistic goals for growth.
Guides Resource Allocation – A strategic plan ensures that fundraising efforts are structured to support the right priorities, rather than reacting to opportunities or challenges as they arise.
Strengthens Case for Support – Donors and funders want to invest in organizations that have a clear plan. A strategic roadmap gives confidence that their contributions will have a lasting impact.
Fosters Alignment – A shared vision keeps board members, staff, and key stakeholders moving in the same direction, reducing internal friction and increasing collective impact.
Strategic Planning: More Than a Checklist
It’s tempting to see strategic planning as just another checkbox before launching into a campaign. But the reality is, without it, campaigns can struggle—or even fail. A capital campaign isn’t just about raising money; it’s about resourcing a vision. And that vision needs to be articulated clearly before fundraising begins.
So, whether you’re embarking on a multi-million-dollar capital campaign or mapping out a multi-year growth initiative, start with a solid strategic plan. It doesn’t have to be long-winded, but it does need to be intentional. Because before you can move forward with confidence, you need to know exactly where you’re starting from—and where you’re going next.
Frances Roen is a Georgia girl at heart, and has been graciously adopted by beautiful, snowy Minnesota. She is a forty-something daughter, friend, mom, wife, and entrepreneur, and is always on the look-out for a perfectly
fried piece of chicken.
Frances is a Certified Fundraising Executive (CFRE) with nearly 20 years of experience fundraising and has raised over $200M for nonprofits. She has held fundraising positions at The Bakken Museum, Augustana Care Corporation, and YouthLink and consulted with dozens of nonprofit clients across the globe. In these roles, she has been responsible for all aspects of fundraising including comprehensive campaigns, major and planned gifts, annual funds, events, communications, corporate partnerships, and volunteers.
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