The Middle Miles: Sustaining Energy in a Multi-Year Campaign
Photo: iStock
My first introduction to philanthropy occurred long before I officially began working in development. I coordinated marathon teams that raised money for a cause deeply personal to me. This is when I fell in love with fundraising; when I realized how I enjoyed pushing myself to do something hard alongside others who cared about the same outcome.
There’s a unique bond that forms when you train for a race with a team. As time goes by, you never forget who was beside you in those toughest miles. That shared effort builds trust, deepens relationships and creates a sense of accomplishment that lasts long after the finish line.
Capital campaigns often feel similar.
They begin with strong momentum. Early leadership gifts come in, volunteers are energized and conversations move quickly. Sometimes organizations even start discussing whether they might finish ahead of schedule or bypass broader community engagement altogether.
But like training for a marathon, the middle stretch is where discipline matters most.
We recently worked with an organization experiencing exactly this dynamic. They entered the campaign with a strong relational culture, engaged volunteers and a solid foundation in stewardship. Early momentum from large gifts and enthusiastic donors created excitement about finishing quickly.
As the campaign progressed, campaign leadership had to make a deliberate choice to resist becoming transactional. While moving faster may have produced short-term wins, it also posed risks: one-time donors, smaller commitments and weaker long-term engagement. Instead, the organization maintained focus on what they do best: meeting donors where they are and investing in thoughtful cultivation.
That approach requires patience. Gifts in the middle of a campaign often take longer to cultivate – donor capacity can vary and connections may not be as strong. But staying true to a relational strategy strengthens engagement and is an opportunity to build lasting momentum.
Campaigns that sustain their drive tend to share a few important practices. Below are some of those key practices that really make a difference.
Establish a Predictable Rhythm
In a multi-year campaign, predictability builds confidence. Volunteers and donors stay engaged when they understand the rhythm and what is expected of them. Successful campaigns establish clear patterns:
Meetings are scheduled well in advance.
Regular campaign progress updates are given.
Pre-read materials are shared ahead of meetings.
Clear expectations for next steps are documented and disseminated.
Consistency reflects an organized and well-led campaign, which reinforces trust with volunteers during the middle stretch.
Build Credibility Early
Momentum is closely tied to credibility. In the early months, volunteer leaders are paying close attention to how the campaign is managed. If updates are inconsistent, materials arrive late and/or follow-up stalls, confidence can erode quickly.
A strong “say/do” ratio builds trust:
If you say materials will be sent on Friday, send them on Friday.
If volunteers agree to follow up with a donor, help them do it.
If the team commits to a timeline, follow through.
Small actions, consistently delivered, sustain momentum.
Create Meaningful Opportunities for Volunteers
Volunteers stay engaged when they see progress and feel their time is meaningful.
Create opportunities for early wins: invite newer volunteers to join a donor visit and share why they support the campaign. These are low-pressure, high-confidence-building activities.
Celebrate progress: recognize introductions, strong donor conversations and big milestones.
Check in regularly: one-on-one conversations allow space for appreciation and adjusting roles as life seasons change.
Engage in their strengths: not every volunteer wants to solicit gifts. Ask how they want to contribute! Some are exceptional connectors, advisors or ambassadors.
Often, these simple steps – authentic appreciation, clear opportunities to contribute, and regular communication – are enough to keep volunteers energized and engaged.
Remember, the Campaign is Building Capacity
The organization I mentioned earlier, which resisted the urge to “finish fast”, understood something important: a campaign is not just about reaching a financial goal.
Early campaign work, like refining messaging, strengthening prospect strategy and equipping volunteers, builds a stronger development program and a deeper bench of fundraising leaders. In that sense, the campaign becomes more than a project. It is an investment in long-term philanthropic sustainability.
I still remember mile ten of my first long road race: uphill, on a brick road. I had already run farther than I ever had before, but there was still a long way to go. I remember the people around me, the encouragement along the way, the fatigue in my muscles and the burn in my lungs. And I remember the joy of the finish line.
That experience has stayed with me. Not just as I went on to run more races, but in life. I can’t think about that challenge without drawing on the strength I gained from running alongside others sharing the same goal.
Capital campaigns create that same kind of shared experience. The middle stretch is where relationships deepen, trust grows and a collective commitment takes shape. Those are the people who will sustain the work over time. Not just through the campaign, but in the years that follow long after the final pledge is paid.
Because the real outcome isn’t only reaching the goal. It is the shared commitment to bettering the communities that we build along the way.
If you want to connect about your organization’s future or current campaign, message me at Chelsea.Tibbitts@MGale.co, or fill out the form on the Contact Us page and a member of our team will reach out.
As a Consultant, Chelsea Tibbitts has strong skills in strategic planning, operationalizing organizational vision, fund and gift development, and relationship management. She has a keen ability to create efficient systems that help clients break down their goals into manageable bite-sized pieces. It is her passion for helping under-resourced communities that drives her to do this work.