Many nonprofits struggle with unpredictable fundraising cycles, relying on short-term grants, annual campaigns, and event-based revenue streams. This reactive approach leaves organizations vulnerable to economic shifts, grant expirations, and donor fatigue. Your nonprofit may be feeling this stress right now, given the uncertainty in federal grant funding and shifting donor priorities.
Keeping your nonprofit sustainable and growing your mission is challenging during uncertain times, which requires you to rethink your long-term strategies. One way you can navigate these challenges is by hosting a comprehensive campaign.
In this guide, we’ll discuss everything you need to know about comprehensive campaigns, including:
With a properly organized comprehensive campaign, your nonprofit can move away from unpredictable, fluctuating revenue sources and toward sustainable, multi-year funding. Then, you’ll be able to focus on delivering impact to your beneficiaries.
Throughout the rest of this article, you will see references to “investors.” That’s because at Convergent Nonprofit Solutions, we approach fundraising by positioning your organization as an irreplaceable community asset worthy of investment. By reframing donors as investors, we shift the focus away from one-time gifts and toward sustainable funding.
What is a Comprehensive Campaign?
Comprehensive Campaigns vs. Capital Campaigns
Comprehensive campaigns are often confused or conflated with capital campaigns, but they are not interchangeable terms.
What is a Capital Campaign?
A capital campaign is a time-bound (usually multi-year) fundraising initiative that aims to raise a large amount of funds for a specific project, more than the nonprofit generates in a year. Usually, they can be broken down into these phases:
During the planning and feasibility phase, the nonprofit plans its campaign and researches whether it can meet its goals. This usually involves getting leadership and key stakeholders on board and conducting feasibility studies.
During the quiet phase, you’ll solicit large donations from your nonprofit’s major investors. Most organizations aim to raise about 50-70% of their campaign’s revenue, making this phase critical to fulfilling your campaign’s goals.
During the public phase, you’ll promote the campaign to your nonprofit’s supporters and broader community, inspiring them to give. You might host a kickoff event at the start of this phase to increase excitement. Marketing during this phase is key, as nonprofits need to maintain energy and enthusiasm for their campaign.
Capital campaigns usually span between three and five years, making them long-term campaigns.
Should I Host a Comprehensive Campaign or a Capital Campaign?
The answer to this question depends entirely on your organization’s current needs and priorities. Comprehensive campaigns and capital campaigns serve two entirely different purposes, so it’s up to your staff members and leadership to align on your best next move.
To help you determine which campaign is best for you, consider which of the following statements apply to your organization:
Your organization needs funds for a smattering of projects of medium to large size.
You need funds for a single project or initiative that’s mission-critical.
Long-term sustainability and growth are most important to your organization right now.
An upcoming project or initiative is most important to your organization right now.
Your organization has the infrastructure to sustain ongoing fundraising for multiple years.
Your organization is ready to commit to an intensive fundraising push.
Your organization’s major investors are excited to build your organization’s general capacity and future-proof your programs.
Your organization’s major investors are excited to support a single initiative.
Your organization has a diverse investor pipeline that supports many different types of gifts.
Your organization has a group of loyal major investors who would jump at the chance to fund your project.
If you mostly agreed with the statements in the left column, a comprehensive campaign is the right choice for you. If you mostly agreed with the statements in the right column, then a capital campaign may be a better fit.
Regardless of which campaign your nonprofit chooses, you need to ensure that your nonprofit has the capacity to take it on. This means enlisting an experienced team, aligning expectations with leadership and key stakeholders, and investing in tech tools that make fundraising easy and more effective. You may also find it helpful to hire a comprehensive campaign or capital campaign consultant to assess your readiness and help throughout the process.
Tips for Hosting a Successful Comprehensive Campaign
Now that you know the basics of comprehensive campaigns, let’s explore a few tips for hosting a successful one!
Structuring Your Multi-Year Fundraising Strategy
As previously mentioned, comprehensive campaigns generally span more than five years. To meet your goals, you need a multi-year fundraising strategy. Here are a few tips for structuring your plan:
Leverage multi-year pledges for stability. Multi-year pledges from investors provide predictable funding for your nonprofit. This facilitates greater security and allows for long-term program development without the uncertainty of year-to-year fundraising.
Incorporate planned giving. Many long-time investors transition from income-based giving to asset-based planned gifts, making it essential for nonprofits to integrate endowment-building strategies into their campaigns.
Reduce investor fatigue by streamlining asks. Rather than repeatedly making fundraising appeals, nonprofits can consolidate multiple needs into one structured campaign. This strategy aligns with Convergent’s Investment-Driven Model™, ensuring that fundraising asks focus on measurable impact rather than constant solicitation.
If you need help formulating your fundraising strategy, consider working with a dedicated fundraising consultant. These individuals bring years of experience to your organization, allowing them to give you more informed advice on how to proceed. If your organization's needs are very specific to your location, you can even work with a local consultant to ensure they have the necessary expertise.
Building a Cohesive Case for Investment
A well-structured case for investment upgrades supporters into long-term investors by demonstrating measurable outcomes and financial sustainability. Instead of positioning fundraising as a request for support, frame it as an opportunity for investors to drive lasting impact.
Here are a few best practices:
Position your nonprofit as a community asset. Investors fund outcomes, not just charities. Nonprofits must clearly demonstrate how their programs drive measurable social impact. In particular, a data-driven approach to showcasing impact builds credibility and encourages long-term investment.
Align fundraising with investor motivations. Understanding why investors give—whether for impact, community improvement, or legacy-building—helps tailor fundraising approaches. Offering structured giving opportunities based on investor priorities leads to more substantial multi-year commitments.
Frame a unified message for different stakeholders. A strong Organizational Value Proposition™ ensures nonprofits effectively articulate their unique impact. Plus, consistency in messaging across investor segments fosters confidence and strengthens engagement.
Leveraging Corporate Philanthropy for Long-Term Nonprofit Growth
Corporations play an increasingly significant role in nonprofit sustainability through both one-time donations and multi-year philanthropic commitments. Nonprofits that align their comprehensive campaigns with corporate social responsibility (CSR) priorities can build long-term funding relationships and foster more tangible engagement with business leaders.
You can leverage corporate philanthropy by:
Building stronger partnerships through mission alignment. Companies are likely to invest in nonprofits that align with their values and CSR objectives. Nonprofits should structure funding requests to highlight shared impact goals between their mission and each company’s community engagement priorities.
Encourage recurring corporate investments. Many companies sponsor one-time events or fundraising initiatives without long-term engagement. A comprehensive campaign presents a structured investment opportunity rather than a transactional donation. Emphasize the value of recurring investments in your mission and the benefits they bring to both your nonprofit and your business partner.
Engage corporate leaders as campaign advocates. Inviting corporate leaders to join campaign committees or advisory boards strengthens relationships and can lead to more extensive funding commitments over multiple years.
Engaging and Retaining Long-Term Investors
Securing multi-year funding is only the first step. Long-term success depends on keeping investors engaged, demonstrating impact, and reinforcing the value of their investment over time. Here are a few ways you can do that:
Develop investor recognition strategies. Offer naming rights, exclusive engagement opportunities, and legacy programs to keep major investors engaged.
Implement recurring investment structures. Many nonprofits focus on one-time donations, but structured multi-year pledges ensure financial stability.
Reduce dependence on one-time events. Fundraising events generate income, but can be inconsistent. A comprehensive campaign builds reliable, sustainable revenue streams over time.
Comprehensive Campaigns with Convergent
Convergent Nonprofit Solutions approaches comprehensive campaigns through the lens of our Investment Driven Model™. Through it, we reframe funders as long-term partners with a vested interest in the impact their investment is enabling.
Comprehensive campaigns are all about maximizing funding over a multi-year period. The key to that? Clarifying the avenues investors can support with their funds. Convergent guides nonprofits to frame an array of fundable opportunities for impact, ranging from immediate program needs to legacy impact via planned giving.
Ultimately, this approach helps tailor engagement and giving with impact that is most appropriate for each funder’s priorities, capacity, and even life stage.
Convergent’s Atlanta-based team of fundraising experts offers clear guidance on the timing and structure for each nonprofit’s comprehensive campaign. We guide our clients through the campaign process, empowering their leadership to set clear and understandable goals and milestones. We also help set expectations on how a comprehensive campaign will impact each of your fundraising avenues and what results you can expect.
Want to explore what a partnership with Convergent looks like? Reach out to us today!
Additional Resources
Nonprofits that embrace comprehensive campaigns reduce funding instability and improve long-term planning. Instead of chasing short-term donations, they secure multi-year investments that allow them to focus on mission-driven impact. Consider if a comprehensive campaign is the right move for your organization and whether you should work with a fundraising consultant.
Want to learn more about fundraising? Check out these resources:
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Testimonials
Andrew Keenan
“The fact that Convergent could make the ask was huge. Working with our director and joining solicitations made me a better fundraiser – that was the right formula for us. Moving forward I feel much more confident in making asks and telling our story, and that is going to make us more sustainable in the long run.”
Andrew Keenan, Executive Director Callanwolde Fine Arts Center | Atlanta, GA
Lisa Zaken
“In the span of six short months, our Board went from being nervous about the initial campaign investment to being ecstatic with the attainment of our goal, and our subsequent stretch goal! Convergent can do it like no other. Their system is rigorous and extremely effective. We have nothing but great things to say about this organization!”
Lisa Zaken, President & CEO Leadership Gwinnett | Duluth, GA
Dion Davis
“The strategy and support offered by Convergent helped our Board expand its vision for the Foundation, which in turn helped to refocus and redefine our organization's impact in our community. The methodology behind their capital campaign process not only helps to raise more money in the immediate, but it also builds best practices for long-term investor relations and lays groundwork for the success of future funding initiatives.”
Dion Davis, Former Executive Director Jekyll Island Foundation | Jekyll Island, GA
Robin Mauck
“Working with Convergent has been a pleasure all the way around. Their approach is customized to your organization and their expertise is unmatched in the field. The Convergent team immersed themselves in our process, culture, and goals to provide exceptional value during our campaign. They truly walk alongside you every step of the way!”
Robin Mauck, Executive Director Obria Medical Clinics Gwinnett | Lawrenceville, GA
Aimee Hall
“I loved working with Convergent. I never could have done what Convergent did. If you want to run a successful campaign, you need to bring in that expertise. Thanks to their help, our capital campaign really took us to the next level within our community.”
Aimee Hall, Executive Director Safe Homes Domestic Violence Center | Augusta, GA
Phillip Aldridge
“I wanted to thank everyone from the Convergent team who assisted in our campaign. Of the varying ways the campaign’s success may be measured, I count it a blessing that we achieved what we did. Not just the funds committed but the contacts made, the level of exposure reached, and ultimately, what the funds and exposure mean in terms of how many more we now serve as a result. My thanks is in recognition and appreciation for Convergent serving as our fundraising counsel and for the patience and professionalism demonstrated throughout the campaign. You were a godsend for Valley Healthcare!”
Phillip Aldridge, Board Chair Valley Healthcare System | Colombus, GA
Jeff Taylor
“Early in our campaign feasibility study it became apparent that we lacked the Asking Rights necessary to conduct a capital campaign. As a result, Convergent’s knowledgeable consultants prepared an extensive plan of action that is a road map for growing our awareness and philanthropy. A successful capital campaign will be possible in the near future. Their entrepreneurial approach will definitely get you where you want to go.”
Jeff Taylor, CEO MedCura Health, formerly Oakhurst Medical Center | Stone Mountain, GA
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