Capital Campaign Mastery: Design and Implement an Extraordinary Campaign

Capital Campaign Mastery: Design and Implement an Extraordinary Campaign
Capital Campaign Mastery: Design and Implement an Extraordinary Campaign

Time: 11:00am ET -
Certification Credits: 30 IACP

Your school, whether large or small, can run a successful capital campaign—with the correct preparation. Learn the strategies you need to fully prepare you for a successful campaign, motivate and engage your supporters, and create an inspirational and sustainable vision for the future.

This workshop is now virtual! What that means for you:

We're all in this together. 
Our professional development events offer guidance, support, and insight to help you lead from a position of strength during this unprecedented time. Let's work together to ensure you're equipped to enter the 2020–21 school year with the research and strategies you need to take on any challenge.

deposit iconLimited Time Offer: Deposit and Defer Option 
Attend any Summer Institute workshop with a $250 deposit paid by June 1, 2020. The remaining balance for your workshop is due by December 31, 2020. Email to get started.

team iconTeam savings have been expanded for our summer workshops!
Would more than one of your school leaders like to attend Summer Institute? After your school registers your first workshop participant at the General price, all other attendees qualify for Second Person Pricing for any workshop. Call to register: 302-656-4944.

Regardless of your student body or community size, your school can run a successful capital campaign—with the correct preparation. Learn surefire strategies to fully prepare you for a successful campaign, motivate and engage your supporters, and create an inspirational and sustainable vision for the future.

Discover the dynamics of independent school fundraising to support your school’s ability to make a difference for your students. You will become more confident in your own role, and understand how to maximize the capacity of your volunteer and donor base. Leave with an action plan for next steps when you return to campus. We encourage you to bring one or more team members with you to coordinate and amplify your campaign efforts.


  • Discover best practices for evaluating your school’s campaign readiness.
  • Evaluate what preparation your school needs before beginning a campaign, focusing on your school’s size, history, and culture.
  • Define your case for giving and describe why your campaign will deliver your mission with greater excellence.
  • Determine essential planning steps to help your school successfully reach its goals.
  • Master writing a dynamic campaign plan.
  • Understand how to inspire, coach, and train volunteers and staff members to be dynamic fundraisers.
  • Learn how to lead personnel and manage time and financial resources of a campaign.
  • Uncover the secrets of successfully asking individuals for large gifts (also known as major gifts fundraising) and explore techniques to increase potential gift size.
  • Understand common opportunities and pitfalls of each campaign stage.
  • Individualize your training through one-on-one meeting opportunities with the workshop leader.
  • Create an action plan to serve as a road map to increase campaign success.

Who Should Attend:

School Heads, Development Directors, Major Gift Officers, CFOs, Trustees, and Development Committee members should attend. This workshop is ideal for teams.

Herb Soles

Herbert P. Soles, CFRE, IAP-L

ISM Consultant


Herb provides consulting services in the areas of development and fundraising. His expertise includes extensive knowledge of major gifts programs, endowment, and planned giving as a way to increase donors’ capacity to give at leadership levels.

Current Role

As a member of ISM’s Advancement Team, Herb:

  • Consults in the areas of major gift fundraising, capital campaigns, and staff development
  • Serves as one of the planning architects for ISM’s weeklong Advancement Academy
  • Acts as an instructor and mentor during Advancement Academy
  • Co-teaches ISM’s Summer Institute workshop on capital campaigns

He holds the Leader Certification through ISM’s International Advancement Program (IAP−L) and is a Certified Fundraising Executive.

Herb has coached advancement teams that have been recognized twice by the Council for the Advancement and Support of Education in the Achievement in Mobilizing Support Award competition. He has received seven other national awards for alumni participation, publication improvement, and fundraising management.

Herb has presented at 21 national education conferences, including CASE, NAIS, and NAES.

Prior Experience

Herb served as Headmaster for Development at Norfolk Academy, VA, where he helped close a $40 million capital campaign for endowment and a new performing arts center. He also headed development programs at St. Stephen’s School ($10 million) and Flint Hill School ($2 million), both in VA. He collaborated on a $15 million campaign at St. Albans School, a day-boarding school in Washington, D.C.

Herb also directed an advancement program that raised more than $31 million in gifts and pledges at Saint Andrew’s School in Boca Raton, FL, and helped complete a campaign for $65 million to be used for endowment and campus improvement at Norfolk Academy.

A recipient of CASE’s Steuben Crystal Apple and CASE’s Robert Bell Crow Award, he served as Chair of the 37th CASE-NAIS national conference. He has been a member of the judging panel of the CASE Circle of Excellence Awards for Independent Schools, chairing it for six years. He also served 11 years on the faculty of the CASE Summer Institute for Independent School Advancement Professionals.

Herb has participated on or been a member of the CASE Alumni Relations Commission, the Development Advisory Committee for the National Association of Independent Schools, and the Development Steering Committee of the Association of Independent Schools of Greater Washington. He is a former Program Chair and President of the Planned Giving Study Group of Greater Washington. In Helen Colson’s book, Philanthropy in Independent Schools, Herb authored the chapter on planned giving.


Herb holds a bachelor’s degree in education from the University of Virginia, VA, and has done graduate work at Virginia Polytechnic Institute.

Summer Institute will be held as a distance learning event.

How it works:

Summer Institute will be open from 11 a.m. ET/8 a.m. PT through 6 p.m. ET/3 p.m. PT for the duration of the workshop dates posted.

During that time, you can expect:

  • Two live sessions with your instructor every day, each up to 90 minutes long
  • Flexible time for independent work, connecting with peers, and group learning

This workshop will deliver the same high-quality learning and takeaways you expect from an ISM workshop. Below you’ll find an overview of the topics covered.


Virtual Workshop Schedule (subject to adjustment)


Pre-Workshop Module

  • Welcome and Introductions
  • How We Will Work Together Online – Setting Expectations
  • Who We Are
  • Goals, Outcomes, and Expectations
  • Personal Action Plans

Monday June 22, 2020

Module #1

  • Introduction of Leaders and Participants
  • Understanding Where Your School Is Now and How to Move Forward
    • Raising Money in Challenging Times
    • Understanding Past Recessions
    • Seven Key Strategies for NOW!
    • Developing a Strategy to Move Forward
    • The Evolution of Fundraising in the Independent School World
    • Campaigns for Current Operations, Facilities, and Endowment

Module #2

  • Where Do I Go from Here?

Module #3

  • Evaluation of Your Strategic Position
    • 3 Keys to a Successful School
    • From Where Do Resources Come?
  • Three Key Assessment Tools for Campaign Readiness
  • Development Operations Assessment
  • Campaign Readiness Assessment based on ISM Stability Markers
  • How to Use a Feasibility Study to Maximize Potential

Tuesday June 23, 2020

Module #4

  • The Individual Donor is the Key to Success
    • Training the Reluctant Volunteer to Raise Big Money
    • Understanding the Reluctance
    • The Six Secrets to Making the “Big Ask”
  • Building the Most Dynamic Fundraising Team Possible
  • Solicitation Check List

Module #5

  • How to Get the Largest Gifts and More
    • The Importance of Planned Giving
    • Planned Giving Demystified, Simplified, and Understandable
    • How Planned Giving Can Help Remove Excuses Not to Give
    • Potential Assets
    • Giving Instruments that Give Back to the Donor
  • How to Grow Your Endowment through Planned Giving
    • Bequests
    • Five - Step Program to Build an Infrastructure for Success

Module #6

  • Case Studies, Role Playing, Takeaways”

Wednesday June 24, 2020

Module #7

  • The Essential Planning Phase
    • Capital Campaign structure
    • Where Are You?
    • How Most Campaigns Fail
    • Anatomy of the Campaign
    • Seven Essential Elements of the Successful Campaign
  • The Written Campaign Plan
    • Determine Why a Written Campaign Plan Is Essential to Success
    • Three Key Components of Major Gift Fundraising
    • Understanding the Anatomy of a Capital Campaign
    • Qualities and Contents of the Written Plan

Module #8

  • Action Plan Creation and Refinement

Module #9

  • The Quiet Phase, Lead Gifts First
    • Purpose of this Phase
    • 70% to 80% of the Campaign’s Dollar Total
    • 20 to 25 Major Gift Donors
    • Data Management
    • Personnel Management, Volunteer and Staff
    • Resource Management, Time and Financial
    • Time for Adjustments to the Goal
  • The Public Phase, Time for the Bandwagon
    • Volunteer Recruitment and Organization
    • Staff Support and Management
    • Promotional Materials
    • Information and Engagement Events
    • Prospect Research
    • Media Opportunities
    • Recognition and Acknowledgement
    • Celebration Activities

Thursday June 25, 2020

Module #10

  • Action Plan Presentations

Module #11

  • How Do Successful Leaders Positively Affect Your Decisions? Research and Science of Ethical Influence
    • Recent Research in the Science of Ethical Influence
    • Instant Triggers of Influence
    • How Well Regarded Leaders Use Specific Techniques to Ethically Persuade Others to Follow Their Direction.
    • Learn Key Techniques that Can Enhance Your Capacity to Lead.

This workshop will be held virtually. You'll receive information after you register. 

How will ISM communicate workshop information with me?

It is essential that your school approves the following email addresses from ISM:


You will be receiving all communication—including your confirmation email and access to your workshop's Google Drive account—from these e-mails.

What does my registration fee include?

All workshop materials are included.


Event Confirmation and Cancellation Policy

We take the health and safety of our school leaders seriously.

In an abundance of caution and to protect the health of all participants, ISM will hold its 2020 Summer Institute and Advancement Academy as distance learning events.

Should ISM cancel an event, we ensure a 100% money-back guarantee for all registrants—so you can buy with confidence. You can feel free to direct any questions to

Confirmation and Cancellation Policy

Tuition Payment and Cancellation Policy for ISM’s Professional Development Events

Tuition must be paid in full 10 business days prior to the start date of the event. An attendee with a balance due on the start date will be denied entrance to the program until the balance is paid in full.

Cancellation requests must be made in writing by emailing, faxing to 302-656-0647, or mailing to: Event Experience Manager, ISM, 1316 N. Union St., Wilmington, DE, 19806.

  • Cancellations received more than 15 business days prior to the start date of the program will be fully refunded. Gold Dollars will also be fully refunded.
  • Cancellations received less than 15 business days prior to the start date of the program will not be refunded.
  • Non-payment of tuition or no-show to the event does not constitute a cancellation. Full tuition will be due and payable.

The Substitution Option and Wallet Option

If a member of your team can no longer attend a workshop for which they have registered and it is past the cancellation window, your school has two options to avoid penalty. Schools may also exercise these options at any time for cancellations. 

  1. The school may substitute another employee.
  2. The school may bank the funds for a future ISM registration. These funds must be applied to a professional development event within one year from the start date of the original workshop. After one year, the funds will be forfeited. To use banked funds, please call the Event Experience Manager at 302-656-4944 x152.

*We DO NOT accept enrollments from consultants.


Our Guarantee

ISM believes in providing quality and excellence in all of our events and in ensuring the satisfaction of everyone who attends. Nearly 100% of our participants say they would recommend our events to their colleagues. If you are not satisfied with your event for any reason, ISM will credit the fee you paid toward another similarly priced workshop or will refund it.

If you have any questions, click below to send us an email. 

Workshop Registration

Register for your workshop online by filling out the form below. If you'd prefer to register by PDF, download our registration form. It can be returned via email to or faxed to 302-656-0647.


If two or more team members from your school are registering for this workshop, fill out the form below for the first registrant. Click "add to cart" and select Add Another Attendee from the cart menu.


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