Capital campaigns often will have a private phase where an organization would secure leadership gifts before making a public announcement about the campaign. By the time the public phase begins, supporters are more likely to offer donations when they see that the campaign is off to a successful start. So when should you launch the public phase?
A recent article in the journal Nonprofit Management and Leadership (Volume 18, Issue 3) indicates that fundraisers should delay the public phase as long as possible, and should avoid making a public announcement until at least 40% of the goal has been reached.
In the article, “Three-Phase Capital Campaigns,” Wesley E. Lindahl also notes that the survey data shows a "goal line" phase (when 95% of the goal has been achieved) when donors have a high propensity to give.
When do you start your public phase? Does your organization take advantage of the goal line stage?