Recap from TechSoup Connect Canada – June 3, 2025
The TechSoup Connect session with fundraising strategist Frances Roen was a deep dive into the building blocks of a successful capital campaign. Whether you’re dreaming up your first major fundraising push or already knee-deep in planning, Frances had practical and hard-won insights for every phase of the journey. Participants gained valuable tools to assess their readiness, plan with intention, and avoid the common pitfalls that can derail even the most promising efforts. It was an engaging and highly practical hour that left attendees feeling better equipped to lead with confidence. If you missed it, you can catch the highlights here.
Here are some of the key lessons shared during the event:
Top Takeaways from Frances Roen
1. Don’t Skip the Pre-Planning Phase
A feasibility study doesn’t build your readiness—it tests it. Before you talk to donors or hire a consultant, make sure your case is solid, your numbers are real, and your internal team is aligned. Frances emphasized that the pre-planning phase is where you lay the foundation for the entire campaign. Skipping this step can lead to confusion, wasted time, and missed opportunities. A thoughtful plan developed in advance saves headaches later and significantly increases your chance of success.
2. Campaigns Are Marathons, Not Sprints
Capital campaigns require long-term commitment and stamina from your organization and leadership. Frances recommends allowing at least a year for planning before any public launch, especially if your campaign involves real estate or policy considerations. Many nonprofits rush into a campaign because of urgency or excitement, but this often leads to burnout and unmet goals. Taking the time to prepare properly helps you build alignment and engage your community in meaningful ways. Think of a campaign as a strategic journey, not a quick win.
3. Fuzzy Goals Confuse Donors
Clear, specific goals are essential to inspire donor confidence and support. Frances shared that if your internal team struggles to explain the campaign’s purpose, donors won’t be able to connect with it either. Take time to outline what you’re raising funds for, how much it will cost, and what impact it will make. Donors want to invest in change, not uncertainty. A well-defined goal makes every conversation more effective and every ask more compelling.
4. A Warm Donor Pipeline Is Essential
Campaign success depends on relationships, not cold solicitations. During pre-planning, identify your top 20 to 50 prospects and begin strengthening those connections. Frances highlighted how early cultivation of these potential donors can build momentum and deepen engagement. Donors who feel involved from the start are more likely to give generously and advocate on your behalf. Your pipeline is your campaign’s engine—keep it warm and active.
5. Yes, You Do Need Extra Help
A capital campaign can’t be tacked on to existing workloads. Frances made it clear that your executive director and development staff will need significant bandwidth to lead this effort. Hiring additional support, whether through consultants, part-time help, or board engagement, is critical. Trying to do it all in-house without support often results in burnout and underperformance. Building a strong internal and external team ensures you can sustain both the campaign and your day-to-day operations.
6. Fund Your Pre-Work Creatively
Don’t let a lack of upfront funding stop your planning efforts. Frances encouraged nonprofits to consider approaching foundations, early major donors, or board members for initial campaign development costs. Some foundations offer capacity-building grants specifically for campaign readiness. Creative solutions like leveraging reserve funds or collaborative funding also work. Investing in this stage sets the stage for future success.
7. Campaign Planning Is Iterative
Your campaign plan will evolve—and that’s a good thing. Frances stressed the importance of treating your plan as a living document that adapts to feedback from donors, feasibility studies, and your internal team. Revisions after each phase aren’t signs of weakness; they’re strategic responses to new information. Successful campaigns are built on flexibility and learning. Use feedback to strengthen your strategy and build greater buy-in.
8. Rural or Urban—Success Is About Strategy
Geography shouldn’t limit your vision. Frances noted that rural nonprofits can run just as effective capital campaigns as their urban counterparts when they plan strategically and engage their communities authentically. Success hinges on strong messaging, realistic goals, and inclusive engagement. Identify regional and national funders that support work in your area, and leverage local pride and partnerships. No matter where you’re based, thoughtful planning makes a big difference.
Got Capital Campaign Questions?
Our guest presenter Frances Roen brought a wealth of insight to the conversation—now’s your chance to keep it going. With two decades of experience and over $200 million raised, Frances knows what it takes to launch a successful capital campaign and build sustainable fundraising strategies. She’s passionate about helping small and mid-sized nonprofits plan with confidence and purpose. If you’re wondering whether your organization is ready, or need help getting unstuck mid-campaign, she’s a generous and knowledgeable resource. Connect directly to ask questions, brainstorm ideas, or explore support options.
Whether you’re just starting to think about a big ask or deep into donor engagement, connect with Frances for expert guidance:
Frances is ready to help you move your mission forward.
Want more events like this?
Explore upcoming webinars and workshops from TechSoup Connect Canada—we’re building a global community of nonprofit leaders like you who are leveling up their digital, fundraising, and strategic capacity. Our events are free, practical, and designed to fit into your busy schedule. From fundraising to AI to digital transformation, there’s something for every mission-driven organization. We hope to see you at our next session!