Large, capital targets in fundraising call for gifts from individuals, companies and others, far larger than most would previously believe possible. That so many similar appeals have succeeded, often exceeding their targets, indicates that people will give generously to a worthwhile cause or project if asked in the right way at the right time by the right person after the right preparation. In general, we accept the fundraising principles that:

1. People give more generously to people with causes than to causes alone;
2. "askers' must first be givers;
3. "askers" generally obtain no more than they themselves give; and, therefore,
4. We need volunteers ("askers" or "gift seekers") who will first commit themselves financially to the appeal and will then approach others in their peer group to seek their financial support.

In developing the fundraising plan, we also accept that:

1. People do not give equal amounts;
2. People do follow, or are influenced by, a lead or example;
3. "givers" will give to join success; therefore;
4. A successful appeal needs to establish early, high standards of giving and credibility.

The fundraising structure that we need to develop thus becomes a team of volunteers, which develops from a core of "movers". Members of the team will themselves give to the appeal and will then, after appropriate training and preparation, seek the similar support of up to five others.

We need volunteers (Gift seekers) whose task it will be to obtain, progressively, the gifts necessary to, firstly, establish the standard and credibility of the appeal and then to seek the further gifts needed for success.

We do not initially attempt a complete community canvas.

We do seek to deliberately and selectively approach a sufficient number of identified persons, companies or groups who we believe will respond generously according to individual circumstances.

The personal approach within a planned program and in a short and finite time span, is the most effective way to major fundraising.

In broad terms, a fundraising campaign falls into four phases:

• Preparation - setting up the program after a feasibility study
• Advance gifts - pacesetting gifts to inspire
• Community gifts - widening the appeal
• Consolidation - on-going fundraising and pledge fulfilment.

Obviously, in the larger appeal, there may be sub-categories of organisation to encompass regional or specific interest groups.

The critical phase is the first one. Before proceeding to the actual solicitation of gifts, we must have in place a top chair and executive. In the preparatory phase, we set up a steering committee and select the Chair who will then participate in selecting an Executive who then, in turn, proceed to enlistment of the full Fundraising Team. We also finalise the fundraising calendar and prepare support materials.
Selection of the best leadership is crucial to success.

The actual soliciting of gifts will progress from larger to smallest through major, key and community gifts teams. It should be noted that the success of a capital appeal comes from a small number of targeted approaches rather than a community wide canvas - though that may follow.

The "heavy" work is up front and for this reason we place great emphasis on preparation. We aim for a smoothly flowing program while retaining the ability to pause or take longer at any of the critical points.

Thus: we must complete the preparation before commencing the gift seeking phases. We need early, large gifts to provide motivation and credibility before going to the wider public. The phases of the fundraising program are distinct but inter-woven.

Similarly, the involvement of a professional Campaign Director is linked to the appeal phases with a full-time presence in the establishment and major gift seeking phases that may become less than full-time by the final reporting phases.