Capital Campaign Activation Through Multi-Channel Strategy

situation

In 2021, the Lock Haven YMCA Branch in Central Pennsylvania, serving over 1,100 members, needed to raise $880K for a capital campaign to restore its pool facilities. The District Executive Director sought my assistance to introduce digital fundraising methods to the regional CEO and take responsibility for strategizing and spearheading the public phase of the campaign.

challenge

The campaign faced two significant challenges. First, with a population of approximately 9,500 and a median annual household income of $34,293 (compared to the national median of $65,712), donations were anticipated to be modest at best in both volume and amount.

Second, a widespread misconception that the Lock Haven YMCA was owned by a specific family polarized the community. Potential individual and corporate donors expressed reluctance to contribute due to “the name on the building,” creating a barrier to trust and engagement.

Approach

Developed and led a multi-channel campaign across print, email, social media, public relations, radio, and personal outreach to reach individual and corporate donors.

Campaign Branding & Visibility

• Established a campaign identity and created a dedicated landing page with integrated donation functionality, giving supporters a direct way to contribute.

• Produced large-format banners and posters for the facility and surrounding community to build local campaign visibility.

Print & Direct Mail

• Created and distributed a four-page newsletter and remittance envelope to 2,685 contacts across three neighboring towns.

• Incorporated QR codes to connect mailed materials directly to the online donation page.

Personal & Community Outreach

• Equipped and supported seven volunteers to conduct structured outreach through their individual and corporate networks.

Social Media

• Designed and executed an eight-week Facebook campaign, “Pool Campaign 101,” using 30-second videos to introduce the campaign and direct viewers to the donation page.

Public Relations

• Developed “This is Y… I support the LH YMCA pool campaign,” a weekly series of stakeholder stories featured on the front page of a local newspaper with a circulation of 8,500, highlighting community support for the YMCA.

• Aired a 30-second radio commercial 90 times over 30 weeks across multiple local stations, co-sponsored by a corporate partner.
  

Results

Early Fundraising Traction

• Within three months, our efforts yielded 30% of overall corporate and individual giving.

First Fundraising Milestone Reached

• Within seven months, the campaign reached Tier 1 at $280,000. By the end of the year, the necessary equipment was ordered, and the pool fully reopened in June 2022.

Stronger Internal Capabilities

• Guidance, training, new digital tools, and strategic social media planning skills left the three directors well equipped to pursue the next fundraising milestone: Tier 2 at $430,000.