Every successful campaign follows the same physics: 60% raised in the quiet phase, 40% in the public phase.
Why 60%
A public campaign that launches short of 60% signals scarcity and doubt. A campaign that launches at 60% signals momentum. Donors give to momentum.
What the quiet phase looks like
- Board gives first, 100% participation is non-negotiable.
- The top 10 gifts do 60% of the goal.
- Every ask is in-person or on the phone. No mass appeal yet.
- 8-12 weeks minimum before public launch.
The gift range chart
Every campaign needs one. It's the ratio of what the top gifts must produce vs the middle vs the many. The classic 3× rule: you need 3 prospects for every gift secured.
The trap
Announcing publicly before 60%. It's the single most common cause of a stalled campaign.
Draft yours with the Fundraising Campaign Plan tool.