Many people wonder whether their organization should set up a major giving program or a major campaign to achieve its goals and carry out its projects. Some question the major campaign outright and consider it an outdated concept.

My experience has always led me to be wary of black-and-white thinking, as the truth usually lies somewhere in the gray area. My view is similar when it comes to the concept of major campaigns. The question is not so much whether the concept is outdated, but whether the organization needs it.

Major campaign or major donations?

A major campaign may be appropriate for an organization that needs private funding well beyond its annual revenues to finance one or more major projects. However, a major campaign is not necessary if the organization does not actually have projects that warrant one; it should not be undertaken merely to imitate other organizations in our sector or to renew donor commitments following a recent campaign.

The major giving program, on the other hand, aims to approach donors to fund a more limited number of substantial, but often smaller-scale projects. This program also aims to build an ongoing relationship with donors who are able to invest in the long term and build internal capacity. For any philanthropic organization that has reached a certain level of maturity, the major gifts program is a good way to carry out substantial projects and maintain relationships with our major donors. It should be added to the organization’s annual philanthropic development tools, along with outreach to the general public, events, and planned giving. 

Two distinct, complementary, and still relevant approaches

In summary, major campaigns remain a good way to achieve our goals by mobilizing our entire community to realize a transformative vision involving one or more key projects. It often makes it possible to substantially increase the level of contribution from our well-off supporters who have the capacity to give more and are motivated by this vision. In addition, it also creates momentum and focuses efforts within a defined time frame, which can facilitate the recruitment of leaders who are already in high demand thanks to a clear, well-defined, and time-limited commitment. 

If large organizations such as Harvard, McGill, and the University of Montreal, or hospitals such as the Jewish General Hospital and Sainte-Justine, continue to organize major campaigns, it is certainly not because the concept is outdated, but rather because it still works. Of course, it is important to adapt the methods and strategies of major campaigns to today’s leaders, who want to limit the duration and number of campaign cabinet meetings and conduct more individual follow-ups with each team member.

In fact, in a 2024 study, 1 of 527 philanthropic organizations in Canada and the United States showed that:

• 96% of major campaigns were successful;
• The average result was 106% of the target;
• The annual campaign maintained (35%) or improved (43%) of its major campaign results, and its results increased after the campaign (74%);
• 70% of funds raised came from the 20 largest donors.

As for the major giving program, we recommend it when the organization does not have very large projects to carry out or, between campaigns, to offer donors who have not contributed or who have completed their commitment to support the organization with a major gift.  

In conclusion, the two approaches have different objectives and benefits which can coexist perfectly well with each other. The major campaign remains relevant for an organization wishing to realize its transformative vision through decisive projects.

About the author:

Christian Bolduc is a leading figure in philanthropy, combining passion and expertise to advance this essential sector. Since beginning his fundraising career in 1995, he has demonstrated an unwavering commitment to community development. In 1999, he co-founded the consulting firm Jean Robert Nolet & Associates, now known as BNP Inspire.

1 The State of capital campaign 2024 – Capital Campaign Pro