Curiosity about who your earliest campaign leaders could be often sparks surprising discoveries and opens paths to support you may not have recognized.
In this episode of All About Capital Campaigns, hosts Amy Eisenstein and Andrea Kihlstedt explore how organizations can identify and engage the select group of donors who provide the earliest and most significant gifts in a campaign. Their conversation offers clear, practical guidance for anyone preparing to launch a major fundraising effort or reassessing their current prospect pool.
Amy and Andrea begin by breaking down a truth that catches many organizations off guard: more than half of your campaign goal will come from twenty or fewer donors. They explain why this pattern is consistent across campaigns of all sizes and why even small or midsize organizations should expect the same dynamic. What often surprises leaders is realizing they may already know several people who could step into those roles once the right project is presented to them.
From there, the discussion turns to understanding donor potential. Many donors give modest amounts simply because they’ve never been invited to support a bold vision. That makes your largest annual donors (whether they give $5,000, $10,000, or $25,000) the most likely candidates to consider a six- or seven-figure gift when a compelling campaign arises. Amy and Andrea outline how to recognize early signals of capacity by observing patterns in a donor’s giving history across your organization and the wider community.
The episode then walks through a practical approach to assembling a strong list of leadership-level prospects. This includes reviewing your current donor data, speaking with board members, and using wealth insights to form an initial group of ten or more people who could consider gifts of $1 million or higher. Amy and Andrea also emphasize the importance of looking beyond your files to the broader philanthropic landscape around you. In many communities, a small group of generous individuals consistently support major projects across several institutions. Seeing those patterns helps you understand who might step forward for your campaign.
To support that effort, the hosts offer a simple field exercise: visit donor walls at nearby hospitals, theaters, libraries, and museums to observe which names appear repeatedly. Noticing these patterns sharpens your understanding of who cares deeply about your community and may be open to learning about your plans.
The conversation also addresses the preparation needed before a feasibility study. Amy explains how assembling a list of twenty to forty individuals capable of contributing gifts of $100,000 or more strengthens the study and improves the accuracy of your early projections. She offers guidance on how long list-building can take and why these early steps are key to an effective quiet phase later on.
A recurring theme throughout the episode is the value of curiosity. Andrea highlights the power of asking, “Who else should I be talking to?” This single question encourages donors, board members, and community leaders to open doors, make introductions, and broaden your audience. It also provides an easy way to circle back to earlier conversations and express genuine appreciation.
The episode closes with a welcome reminder: campaign fundraising is energizing when it is rooted in mission and authentic relationships. Following curiosity, learning about people, and building meaningful connections brings a sense of purpose to the work. That spirit is what leads to transformational support and lasting community impact.
To ensure your campaign ends in a celebration, download our free Capital Campaign Step-by-Step Guide & Checklist. This intuitive guide breaks down each step of your campaign, and the timeline allows you to visualize your whole campaign, from start to finish!