How to run a “Close the Gap” nonprofit fundraising campaign

There are times when an organization is so close to its fundraising goal but not quite there yet.

A “Close the Gap” fundraising campaign will help close the gap between what you have raised and your fundraising goal. 

While often run for capital campaigns, you can use them for any fundraising campaign with a need, a goal, and a gap between that goal.

Below are the steps that I have recommended to clients to run a “Close the Gap” campaign.

1. Identify and obtain a donor who could provide a matching challenge gift to help “Close the Gap.” A current client secured a $250,000 matching challenge gift from a donor to close the $500,000 gap to a goal.
2. Identify your campaign messaging and “Case for Support.” Why do you need to “Close the Gap?” What will happen if you don’t “Close the Gap?” It would be best if you certainly shared the excitement behind how close you are and how you now have a fantastic matching challenge gift opportunity to do so.
3. Determine segments of donors to revisit as part of this fundraising campaigns

• • Board members – ask for a second gift or pledge or pledge extension towards the matching gift challenge.
  • One-time donors who have made gifts to the campaign – ask for a special one-time “Close the Gap” gift or convert their one-time donation to a pledge towards this challenge match opportunity.
  • Pledge donors – ask to extend their pledge for an additional pledge period or to increase their commitment.
  • Prospects – ask to make a special one-time gift to leverage the challenge gift opportunity.
  • Outstanding gifts – ask to make a special one-time gift or a pledge to leverage the challenge gift opportunity.

1. Also, be sure to use this opportunity to follow up with mid to general phase donors who you can solicit by mail and telephone. This time is an exciting opportunity to return to your previous mail donors, ask for a second special gift, or make their first gift. For donors on the higher end of the giving spectrum, you may want to have them consider a pledge, pledge increase, or pledge extension.

A fundraising gap to a goal can be a good thing to use to energize a campaign and build momentum. And to take your campaign from gap to goal quite easily. 

Think about a “Close the Gap” campaign as a mini-campaign within a more extensive fundraising campaign, and with a bit of planning and structure, you will reach your goal.

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