How to Do a Capital Campaign with a Small Development Shop: Q&A with Fundraising Consultant Kayla Newton

Any fundraiser who’s worked in a small development shop knows that running a capital campaign is uniquely challenging on a smaller team. Small development teams might not have any team members who are dedicated solely to fundraising or just one or two full-time fundraisers. Our talented fundraising consultant Kayla Newton has helped many small development shops successfully plan and implement their capital campaigns, so we recently interviewed her about common mistakes she sees and how a small shops’ strategy needs to differ for a successful campaign. 

Q: What unique challenges do small development shops face during a capital campaign?

Small shops often do not properly plan for the influx of work that comes with a campaign. Special campaigns take more time, effort, and face-to-face donor time, and fundraisers are also expected to continue their annual campaign work at the same time. When people get busy, stewardship tends to be the first thing that slips, but strong stewardship is crucial during a capital campaign. It’s tough for professionals to manage the extra workload of more donor meetings, handling pledges, and managing volunteers without burning out. 

Q: What are common mistakes you see small development shops make with capital campaigns? 

The biggest mistakes I see are operational. If you don't establish clear roles upfront, people end up duplicating work — or worse, two people solicit the same donor. You need a communication system so the team actually knows what each other is doing. And don't let the development operations stuff fall through the cracks. Documenting pledges and following up on the small things can feel tedious, but it causes real problems down the road if things are missed. 

‍Q: How should a small shops’ capital campaign strategy differ from a larger team? 

Small shops can't do it alone. You need strong volunteers, whether that's your board or a campaign committee, who can help with outreach and donor engagement. A lot of campaign fundraising falls to the executive director or leadership, but they're also running the organization. That split focus slows things down and leads to burnout. And I always recommend a feasibility study, especially for shops without a history of major giving. If you're going to donors for larger gifts for the first time, you need some sense of how they'll respond before you walk in the door. 

Q: How can a consultant support small development shops during a capital campaign? 

We serve as a strategy partner, especially for teams who aren’t used to asking for major gifts. We can provide guidance in terms of solicitation, timing, cultivation, and support with more complex asks. But beyond strategy, Evolve is uniquely hands-on with implementation.  We help track moves management, research donor giving history so you're walking in with the right ask amount, and support committee management. The staff can stay focused on annual giving while we make sure the campaign side keeps moving and nothing slips.

If you need more information or one-on-one support in your upcoming capital campaign, you can reach Kayla at kayla@evolvegg.com. And if your team is currently planning a campaign, you won’t want to miss our latest freebie, Capital Campaign Readiness Checklist. This free resource helps you understand if your team is ready for a campaign or if you need to take a step back and reevaluate your plan before launch.