How to Know If You’re Ready for a Capital Campaign

An interview with Paul Johnson, Creative Fundraising Advisors

If you're a fundraiser dreaming of a major gifts campaign but unsure if your organization is truly ready, this is the conversation you’ve been waiting for. I sat down with Paul Johnson, founder of Creative Fundraising Advisors, to dig deep into the strategy behind successful capital campaigns — and what it really takes to pull one off, no matter your org’s size.

Paul has led fundraising efforts for organizations like the Academy Museum of Motion Pictures and the Museum of Fine Arts Houston, and he brings over 30 years of experience in campaign planning, board development, and philanthropic strategy. What struck me most wasn’t just his expertise — it was his insistence that the why always matters more than the what.

Whether you're a three-person shop or a sprawling national org, here's what Paul wants you to know.

🚩 Campaigns Are About Transformation — Not Just Money

“Campaigns work,” Paul said bluntly, “but they’re not just about funding a new building or growing your endowment.”

Instead, a successful campaign is a response to a transformational moment — a big idea, a North Star. That idea might require a building or an endowment, but the goal isn’t infrastructure. It’s impact.

A strategic campaign should change your organization:

• Expand your capacity

• Evolve your vision

• Deepen your mission

If nothing truly changes after the campaign ends, Paul says bluntly, “you haven’t done your job.”

📋 Readiness Starts With Vision, Culture, and Capacity

You don’t have to be a massive institution to run a capital campaign. But you do need internal clarity. Paul shared a few of the top questions from his firm’s 23-point Campaign Readiness Assessment:

• Do you have a clearly defined vision — and is everyone bought in?

• Does your org have a true culture of philanthropy?

• Are your board and staff ready to lead, not just follow?

• Is there a warm base of major donors who believe in you?

• Do you have the capacity (time, staff, infrastructure) to pull this off?

It’s about more than ambition — it’s about alignment.

🧠 Strategic Planning Is Non-Negotiable

Paul’s firm insists every campaign be grounded in a real strategic plan — not a 50-page binder that gathers dust, but a 1-page guiding document that includes:

• Mission: What good do you do, and for whom?

• Vision: What impact do you seek?

• Values: What guides your decisions?

• 3-5 big goals: What transformation are you committed to?

And then: a real operating plan, a financial roadmap, and a willingness to prune legacy programs that no longer serve the mission.

Without this prep work, you’re just chasing dollars. And donors can feel the difference.

🤝 Culture of Philanthropy: It Can’t Just Live in Development

One of the most powerful takeaways from this conversation: culture drives campaigns.

And a true culture of philanthropy means:

• Program staff understand the role of fundraising

• Major donors build relationships across departments

• Board members see themselves as ambassadors and stewards

• Big gifts are celebrated org-wide, not just behind development’s closed doors

Paul even shared a story about a major LA philanthropist volunteering in a kitchen apron, scooping peas — because she wanted to feel her impact, not just fund it.

💡 What Small Shops Need to Know

If you’re in a three-person shop, Paul gets it. You may not have a major gift officer or a campaign manager.

But here’s what is essential:

• A willing ED who can spend 30–40% of their time fundraising

• A campaign committee that actually works — not just in name

• A campaign plan and an annual giving plan that don’t cannibalize each other

• Confidence that your campaign is right-sized and bold enough to matter

And maybe most importantly? Belief that your donors will rally — even when you’re not the biggest name in town.

“There’s more money out there than big ideas,” Paul said. “If you can articulate a bold, meaningful vision, the money will follow.”

🧭 Final Advice: Be Bold, Be Specific, Be Ready

Paul left us with one final note: “No one’s ever thrown me out of their office for asking for too much money.”

Ask boldly. Plan smartly. Know your why.

And don’t wait for perfection before you move — just take the next clear step.