Chad Borgestad, Senior Consultant

One of the most common questions leaders ask when they enter a capital campaign is not whether they can raise the campaign funds, but how they can continue to raise annual support at the same time.

The good news is this: you don’t have to choose between the two.

A capital campaign and an annual fund are not competing efforts. They are different expressions of the same mission—and when they are framed well, they actually reinforce one another.

One Vision, Two Strategies

At their core, capital campaigns and annual giving serve the same purpose: advancing the God-given mission of your organization. What’s different is how they accomplish that.

• Annual giving sustains the mission—funding operations, staff, and day-to-day work.

   

• Capital campaigns accelerate the mission—funding strategic initiatives over a defined season.

When these are treated as competing efforts, donors feel tension, but when they’re framed as two strategies serving one vision, donors gain clarity and confidence.

Practical Ways to Raise Annual Funds During a Campaign

There is no single “right” way to structure asks during a campaign. Knowing each donor and his or her preferred timing, approach and strategy will help you decide how to frame each conversation. 

The tactics may vary, but it is key to strive for clarity at all times. Below are a few elements to consider as you determine the most effective approach:

1. Combine the Conversation When It Makes Sense

Most donorsMostSome donors benefit from a single, integrated conversation that addresses both annual and campaign needs.

This might include:

• A multi-year commitment that includes annual giving, as well as additional catalytic support for the capital campaign

   

• Clear explanation of how each portion of the gift is used

   

This approach works best with donors who already have a strong relationship with the organization and appreciate simplicity.

2. Separate the Decisions When Needed

Other donors think best when the two asks are clearly distinct.

In these cases:

• Annual giving is framed as essential and ongoing.
  
  
• Campaign giving is presented as incremental and seasonal.

Separating the decisions can help donors avoid defaulting to their usual annual gift when you’re inviting them into a different kind of commitment. It may also allow them to consider these giving opportunities across different parts of their financial resources.

3. Use Multi-Year Thinking to Extend the Horizon

Campaigns naturally normalize multi-year commitments—and that mindset can also stabilize annual support.

In either scenario above, you can incorporate multi-year planning into your ask. Doing so can:

• Reduce year-to-year uncertainty for donors and your organization.

   

• Allow donors to give more generously without concentrated financial strain.

   

• Reinforce that campaign giving is time-bound, not permanent.

   

4. Match the Message to the Donor

Of course, remember that not every donor needs the same explanation—or the same level of detail.

Effective campaigns use tiered messaging:

• Lead donors need personal conversations. Customize these conversations based on what has worked previously in your relational asks with them.

   

• Mid-level donors need clear, accessible language, helping them catch the vision.

   

• Broader audiences require simple, invitational messaging. These are the annual supporters who can join the momentum of a capital campaign that is well underway.

   

Avoiding a one-size-fits-all approach ensures donors feel respected and valued, and gives them the confidence to move forward in partnership with your organization.

No matter how you frame it, don’t forget to pause after sharing your budget needs and ask the donor, “What questions do you have for me?” 

Remember: Donors with unanswered questions or lingering concerns may be hesitant to give their greatest gifts. When they have clarity and confidence, they are freed to give generously.

A Final Encouragement

Continuing to raise annual funds during a capital campaign isn’t about clever tactics. It’s about clarity, trust, and thoughtful communication.

Donors need to understand:

• the difference between sustaining and accelerating the mission,
  
  
• how their gifts are being used,
  
  
• and that campaign giving is time-bound and purposeful. 

When they grasp these three areas, they are far more likely to remain engaged—and generous—on both fronts. Taking time to carefully consider your donors and navigate this unique season with them can truly accelerate your relationship and build a foundation for a lasting ministry partnership.

Chad Borgestad is a Senior Consultant with The FOCUS Group and has over 25 years of experience developing leaders and teams. He has served as a campus minister, helped start four nonprofits and has raised millions of dollars using the Taking Donors Seriously® framework. His background includes leadership roles with Young Life and executive coaching focused on principled leadership.

We’ve been privileged to help many organizations be more effective in their fundraising by learning and implementing relational fundraising principles in their work with donors. Want to talk?