Senior Vice President, Strategy and Services
For many nonprofit leaders, a familiar pressure comes with every new capital campaign: this one has to be bigger than the last. Boards and staff sometimes believe that unless a campaign surpasses the previous total, it won’t be viewed as a success.
But that mindset can do real harm—to your organization and to the relationships you’ve built with your most loyal donors.
I’ve seen it happen. During a recent board retreat, a trustee leaned forward and asked me, “So, how much bigger will this campaign be than the last one?” It was an honest question, born from pride in what the organization had already accomplished. But it reflected a common misconception: that success in fundraising is measured only in size.
In my experience as a capital campaign consultant, bigger isn’t always better. The most successful capital campaigns are the ones that are right-sized—those that align your organization’s goals with donor readiness, capacity, and your mission’s most immediate needs.
Rethinking Success in Capital Campaigns
Donors rarely talk about how much bigger a campaign is compared to the last one. They talk about whether their gifts are being used wisely, whether the project makes sense for the community, and whether their generosity is making a difference.
When a campaign is designed just to beat a previous total, it can start to feel like the organization is chasing a headline instead of pursuing impact. Donors pick up on that. Over time, they can begin to question whether their giving is about mission or momentum.
There’s a real risk in that mindset. Donors tire of being told that every campaign must be the “biggest yet.” When goals are set too high—based on pride rather than data—skepticism creeps in. Staff and volunteers can burn out trying to reach unrealistic targets. And ironically, campaigns built to impress can leave organizations weaker afterward, not stronger.
By contrast, a right-sized campaign rooted in donor feedback shows respect. Donors recognize that their voices shaped the campaign. They see that their input matters. That kind of trust is far more valuable than a record-breaking total because it deepens relationships that last long after the campaign ends.
Terminology
What does a “right-sized” campaign really mean?
To me, a right-sized campaign is one that stretches your organization’s capacity without straining it—ambitious enough to inspire donors, but realistic enough to succeed.
What Feasibility Studies Really Tell Us
Every capital campaign we lead at the Winkler Group begins with a feasibility study—and for good reason.
A study isn’t a green light or a red light; it’s a listening exercise. It gives you a chance to sit down with your most committed supporters and ask, “What inspires you right now?” “What feels possible?” “What are you ready to invest in?”
These conversations reveal invaluable insights:
Donor motivation. Leaders often assume that a new building or renovation is the priority, but feasibility studies sometimes show more enthusiasm for endowment or programmatic support.
Realistic financial capacity. A study helps you calibrate what’s aspirational and attainable—your donors’ true giving potential at this moment.
Preferred engagement. You learn how donors want to be recognized and involved, which creates a sense of partnership rather than pressure.
I’ve had donors tell me, “If the only goal is to raise more than last time, I’m not interested. But if this campaign reflects what our community truly needs, I’m all in.” Those are the kinds of conversations that shape the campaigns that succeed.
Designing Capital Campaigns That Fit
The purpose of a campaign isn’t to be bigger than the last one; it’s to advance your mission in a way that leaves your organization stronger and deepens donor relationships. When campaigns are right-sized, they:
- Inspire confidence among donors, because the goals are clearly achievable.
- Strengthen long-term trust, because donors see their feedback reflected in the campaign.
- Leave your organization better positioned for future growth, not drained by unrealistic targets.
A campaign that raises less than the previous one is not a failure if it meets your current needs and fulfills your mission. In fact, I’ve seen right-sized capital campaigns set the stage for even greater success later. They create stability, momentum, and loyal donors who are ready to step up again when the time is right.
Broader fundraising trends support this approach. Donors today value personalization over pressure. They want to see connection and shared purpose, not constant escalation. They’re more likely to commit to recurring or multi-year giving—investing in relationships, not just results.
When boards or campaign committees resist that idea, I often remind them:
The right campaign is the one your donors are ready for.
Feasibility studies don’t limit ambition; they shape it.
Donors trust organizations that listen—and that trust is your most valuable asset.
A Consultant's Perspective
After hundreds of feasibility studies and capital campaigns, one truth stands out to me—and to all of us at the Winkler Group: success is measured by alignment, not by size.
In my own work and across our client services team, we’ve seen that some of the most transformational campaigns aren’t the largest ones. But they deliver exactly what the organization needs at that moment. They energize donors, fund essential projects, and lay the foundation for growth that comes later—because they earn trust through good stewardship.
That’s the real work of capital campaign consulting as we see it: not chasing numbers, but designing campaigns that fit your mission, your donors, and your future.
Bringing It All Together
Your next capital campaign doesn’t have to be bigger than the last—it just has to be right. Right-sized campaigns stretch an organization without straining it. They honor donors’ insights, inspire confidence, and leave your team stronger than before.
When campaigns are built around real donor conversations and a clear-eyed assessment of capacity, everyone wins. Donors feel heard and valued. Staff and volunteers know they’re working toward something attainable. Boards see results that reflect both ambition and stewardship. And the organization emerges not just with new resources, but with deeper trust—trust that carries forward into the next initiative.
If you’re preparing for your next campaign, I’d encourage you to start by listening. Listen to your donors, your staff, your data, and your mission. The answers you hear will tell you what “right-sized” truly means for your organization—and that’s where lasting success begins.
About the Winkler Group
Nonprofits are essential to thriving communities. The best ones transform lives and shape brighter futures. We help make that impact possible.
For over two decades, the Winkler Group has specialized in guiding organizations from vision to action through strategic planning, capital campaigns, and fundraising counsel that delivers results.
A national firm headquartered in Charleston, South Carolina, with offices across the country, the Winkler Group proudly walks alongside organizations committed to education, community impact, and serving the greater good.
