Could your biggest supporters be just around the corner?
In 2022, the leadership team of the NC Aquarium Society, embarked on a mission to revitalize community engagement and secure support for much-needed improvements to their facilities. Step one was re-engaging CapDev as campaign consultants to help conduct a $57.5-million campaign.
Recognizing the challenges posed by the Aquariums’ distant locations from many community members, compounded by the aftermath of the COVID-19 pandemic, the Campaign Steering Committee with the guidance of Jennifer Hanes Sullivan, Senior Counsel for CapDev, devised a strategic approach: the Neighborhood Outreach Campaign.
Why this kind of campaign?
The need for community engagement and support was evident, underscored by the realization that the NC Aquarium Society’s last capital campaign occurred two decades prior. Over time, communities evolve, and maintaining relevance amidst shifting societal dynamics becomes imperative. The Neighborhood Outreach Campaign emerged as a response to this imperative, seeking to bridge the geographical and emotional distance between the Aquariums and their surrounding communities.
How did it work?
Central to the campaign’s success was its grassroots approach, manifested in the series of Neighborhood Outreach Campaign events. By bringing the Aquariums’ message directly to people’s neighborhoods, the campaign made a profound statement: The aquariums aren’t just a distant attraction; they are an integral part of the community fabric.
Liz Baird, President and CEO of the North Carolina Aquarium Society shares, “it was incredibly rewarding to meet members of our communities face-to-face and to share the vision for the project. Hearing their stories about why they love the Aquariums, and having follow-up conversations, made the campaign work joyful as well as productive. The Neighborhood Outreach Campaign was just what we needed to build and foster relationships with new and long-standing donors.”
By providing an intimate setting for attendees to interact with Aquariums’ leaders, the approach fostered a sense of connection and ownership over the institution’s future.
The Neighborhood Outreach appointment to events
The structure of the Neighborhood Outreach Campaign events played a pivotal role in their effectiveness. By design, these were NOT meant to be fundraising events. Therefore, with a careful balance between mingling and an informal presentation, attendees were given the opportunity to engage with the Aquariums’ mission and vision in a relaxed setting. The brief remarks and updates about ongoing developments at the NC Aquariums served to inform and inspire, without overwhelming; the invitation for continued dialogue signaled a commitment to nurturing relationships beyond the event’s confines.
Follow-up is key to success
However, the true measure of success lay in the campaign’s follow-up efforts. Recognizing that lasting relationships are built on consistent engagement, the NC Aquarium Society team diligently reached out to event attendees, extending invitations for further involvement. This personalized approach not only demonstrated appreciation for attendees’ initial interest but also laid the groundwork for sustained community support and a foundation for building philanthropic relationships.
Campaign work that gets results
The impact of these efforts was palpable, as evidenced by the campaign’s remarkable momentum. Over the course of a year, from April 2023 to March 2024, the Neighborhood Outreach Campaign galvanized support and enthusiasm, propelling the NC Aquarium Society towards its ambitious fundraising goal.
Baird adds, “We know people support what they believe in. They provide connections to others as well as their own philanthropic commitment. The Neighborhood Outreach Campaign allowed us to build a true community of supporters who are invested in the success of the project. Thanks to the work of CapDev our Campaign has reached critical fundraising targets faster than we predicted.”
What began as a series of intimate gatherings in community backyards evolved into a meaningful opportunity to unite neighbors, eager for social re-engagement, under a shared vision of supporting and enhancing all of the NC Aquarium sites that cover the North Carolina coast.
A greater purpose
Beyond the tangible outcomes of increased fundraising, the campaign’s success speaks to a deeper truth: the transformative power of community engagement. In an era characterized by social fragmentation and digital disconnect, initiatives like the Neighborhood Outreach Campaign serve as a potent reminder of the enduring value of human connection. By fostering meaningful interactions and forging genuine relationships, the Aquariums not only secured financial support but also reaffirmed their relevance and importance in the lives of community members.
What’s next?
Looking ahead, the lessons gleaned from the Neighborhood Outreach Campaign serve as a blueprint for future endeavors in community engagement and fundraising. After all, at the heart of philanthropy is the art of cultivating and stewarding relationships.
As the Aquariums continue to evolve and grow, so too must the approach to cultivating relationships with surrounding communities. By remaining responsive to changing needs and embracing innovative outreach strategies, the NC Aquariums can ensure an enduring legacy as a beacon of conservation, education, and community enrichment.
As we navigate an increasingly complex and interconnected world, let us draw inspiration from the NC Aquarium Society’s story, recognizing that true progress is built upon the foundation of genuine human connection.