Beyond the Ask: The Intangible Benefits of Campaigning
- John Donovan, CFRE
- Aug 20
- 2 min read
Choosing to undertake a campaign conjures a myriad of feelings that are generally unappealing on the surface. The thought of “asking for money,” coughing up personal money, the quid pro quo with friends, or facing tough questions about the cost of health care, the CEO’s salary and other sensitive topics are all instances that are preferred to be avoided.
However, there are many salient reasons why “campaigning” is essential to your mission and your responsibility as a governing board member—well beyond the obvious rationale of bringing additional resources to the organization. The numerous intangibles that are derived from the “process” of campaigning are measurable, and in many cases, immeasurable.
Here are just a few:
Campaigns are not transactional.
Buying a ticket to an event is transactional, but asking someone to make a multi-year commitment many times larger than what they give on an annual basis is not. These gifts take time, and it is within that time that information is shared, stories are told, myths are dispelled and relationships are built. This process binds individuals to the organization in a way that may not be feasible through any other means.
Campaigns are about relationships.
Campaigns create opportunities for organizational leadership to connect with the most important community leaders, including corporate CEOs, bank presidents, under-the-radar entrepreneurs, civic and religious leaders. These connections foster relationships that not only strengthen the organization but also yield ideas and outcomes that might never surface without the intentional effort to build trust, collaboration and shared purpose.
Campaigns foster understanding and address the hard issues.
Health care is complex. Many governing board members struggle to understand the true complexity of operating under the current environment. This is certainly true for the majority of our donors, who may not realize the financial strain on our health systems—or that even with strong margins and reserves, greater investments could drive even more impact. Engaging in these conversations clarifies misperceptions and builds advocates within the community.
Campaigns remind us about our mission.
We can get lost in the minutia of the day-to-day operations of a health care system and forget about the wonders of what is being accomplished in pursuit of our mission. Babies are born, seniors have grace in dying, lives are saved, diagnoses are identified early—our loved ones are cared for. Campaigns bring us back to what our organizations are here to do and allow us to remind others about our important role.
Campaigns generate countless intangible benefits that often reveal themselves only in hindsight.
Campaigns generate countless intangible benefits that often reveal themselves only in hindsight. Above and beyond the financial benefits, campaigns build community understanding, essential relationships, strengthen internal culture and refocus on what is most important—and that is the health and well-being of our community.
So when we ask ourselves if should we campaign, I think the answer is how can we NOT?
About the Author: John F. Donovan, CFRE, is a Principal Consultant with Accordant. He specializes in campaign strategies and implementation. John can be reached by email at John@AccordantHealth.com or through LinkedIn.
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