A core principle shapes the success of every capital campaign, and this conversation clarifies exactly how it works and why it matters.

In this episode of All About Capital Campaigns, co-hosts Amy Eisenstein and Andrea Kihlstedt talk with each other about the strategic order of solicitation and how top gifts drive momentum, confidence, and overall campaign performance.

Andrea explains why campaigns depend on gifts of varied sizes and how a thoughtful gift range chart helps leaders understand what it will take to reach a major goal. Amy expands on the Pareto principle and the 90/10 pattern that appears so frequently in campaign fundraising, reinforcing why the top group of donors must be approached early.

Together, they illustrate the concepts of top-down and inside-out solicitation (beginning with the largest donors and the most committed insiders) so the quiet phase can build meaningful early progress. They share examples of how organizations can get stuck when they start by asking everyone at once, including a story about an animal shelter that initially relied on broad direct mail outreach before learning how to focus on individual conversations with high-capacity supporters.

Listeners also hear how early board commitments strengthen the case for support, how confidence shapes donor response, and how a clear strategy influences staffing, timing, and long-term relationship building. Andrea and Amy outline the anxiety many teams feel when approaching top donors, and how a well-run feasibility study helps leaders prepare for these pivotal conversations.

By the end of the episode, you will understand the structure behind a successful quiet phase and how this approach sets the stage for a strong public launch and stronger fundraising overall.

To see if your organization is truly ready for a capital campaign, download this free Readiness Assessment. This guide will help you evaluate six aspects of your organization, including the board and your case for support.