An office team sits in a room looking towards a woman presenting some sticky notes on a whiteboard.

Each phase of your capital project provides an opportunity to communicate with key stakeholders about your organization’s mission. This page outlines best practices for effective communications that will help drive public trust and inspire action.

COMMUNICATIONS

Overview

Everyone involved in a campaign, from staff to volunteers to donors to the press, needs to know how information flows to and from your organization, and where each level of authority resides. You should identify someone on your internal team to serve as the communications lead. They can help filter all requests for information and provide regular updates about your project. It is also important to designate a spokesperson who can speak publicly about the project and its impact on your organization. This is usually the CEO or Executive Director.

Once you have made substantial fundraising progress and have the support of your board and a core of major donors, you can plan a formal launch for the campaign. Normally the launch involves a big event or dinner that is well planned and features key leadership for the campaign. Donors, potential donors, volunteers, staff and selected beneficiaries of the organization are invited. It briefly outlines the importance of the proposed project through materials and presentations. It is a celebratory event, and it informs attendees that wider solicitation will begin.

In order to effectively communicate about your project and its impact, you will need strong messaging that addresses how you are responding to community needs, how this project is part of the evolution of your organization and your vision for the future, and how it benefits your key stakeholders. Once you have your messaging in place, you will need to develop a plan for communicating regularly with your audiences to share project milestones. If you have an organizational communications plan, it can be helpful to incorporate those milestones there.

Recognizing the generosity of your donors is one of the most important aspects of a capital campaign. The way you honor these donors speaks volumes about your organization’s value system, and will set the tone for future donor giving. Traditionally, donors are recognized on plaques or a “donor wall,” which is prominently displayed in the new facility. For donors contributing large amounts, venues or portions of the facility may be named for the donor. Do not underestimate the importance of a dedication ceremony. An effective dedication will:
- Bring attention to the impact the new facility will have on your service community
- Recognize and thank the campaign’s contributors
- Bring media attention and community visibility to your organization and its mission
- Serve as a great fundraising event for the new facility

Expert Tips

Hassan Najjar, Executive Director of Foothills Art Center

Foothills Art Center led a $4.2 million project to double its footprint and transform two of Golden, Colorado's most iconic structures. The renovated Astor House, built in 1867 and located at 12th & Arapahoe, features exhibition and public performance space. FAC's longtime home in the beloved 1872 Gothic-style church at 15th & Washington was redesigned to serve the organization's creative campus, housing a learning hub of classrooms, artist studios, a ceramic studio and the home of their popular Open Studio program.

Engaging the community in your capital project will foster participation, trust and a sense of ownership among community members. Establish multiple feedback channels (email, social media, suggestion boxes) to continuously gather community input. Consider creating a dedicated project website with all relevant information and updates. You can also organize activities such as site tours, open houses and community days to maintain engagement throughout the project's lifecycle.
Public storytelling can influence community support for your project. Consider inviting local reporters to be a part of this journey by attending the project’s ground breaking or grand opening. Offer to connect your organization’s spokesperson with a reporter to share how the project will positively impact the community.
Every communications platform you have access to provides an opportunity to tell your project story. You should regularly include project updates in your email newsletters, on your social media pages and in the “news” or “blog” section of your website.
It takes a whole team of committed individuals to move a capital project forward to completion. Remember to regularly share messages of thanks or publicly recognize your project partners, staff, board, donors and volunteers.