CNE Major Gift & Capital Campaigns 2 — Questions and Answers
Question 1: During the quiet phase of a capital campaign, what percentage of the goal is typically raised before going public?
- 25–40%
- 50–70% (Correct answer)
- 75–90%
- 100%
Correct answer: 50–70%
Most campaigns aim to secure 50–70% of the goal during the quiet phase to demonstrate momentum before the public launch.
Question 2: A prospect rated at a $100,000 capacity is asked for $25,000. This ask is most likely to result in:
- A larger gift than expected
- Acceptance at the asked amount
- The prospect feeling undervalued (Correct answer)
- Immediate declination
Correct answer: The prospect feeling undervalued
Asking well below a prospect's capacity can signal poor research and cause the donor to feel their relationship is undervalued.
Question 3: Which element of the gift table (pyramid) is most critical for campaign success?
- A large number of small gifts at the base
- Several mid-level gifts in the middle tiers
- A few transformational lead gifts at the top (Correct answer)
- Equal distribution across all tiers
Correct answer: A few transformational lead gifts at the top
Lead gifts at the top of the pyramid typically account for 40–60% of campaign revenue and set the pace for all other giving.
Question 4: What is the primary purpose of a feasibility study conducted before a capital campaign?
- To identify the best marketing channels
- To assess donor readiness and capacity to support the campaign goal (Correct answer)
- To finalize the campaign case statement copy
- To recruit volunteer leadership
Correct answer: To assess donor readiness and capacity to support the campaign goal
A feasibility study gauges whether the organization's constituency can realistically fund the proposed goal.
Question 5: A nonprofit is considering naming a building after a donor who gave $500,000 toward a $2M campaign. What best practice should guide this decision?
- Naming rights should reflect the donor's gift as a percentage of the total goal
- Naming should always go to the single largest donor regardless of percentage
- Naming policies should be established before soliciting any major gifts (Correct answer)
- Naming rights are determined solely by the board chair
Correct answer: Naming policies should be established before soliciting any major gifts
A written naming opportunities policy established before the campaign prevents disputes and ensures consistent, transparent stewardship.
Question 6: Which of the following best describes 'planned giving' in the context of major gift fundraising?
- Gifts made through a structured annual fund solicitation
- Bequests and deferred gifts that transfer assets upon or after the donor's death (Correct answer)
- Corporate sponsorships structured over multiple fiscal years
- Restricted grants from government agencies
Correct answer: Bequests and deferred gifts that transfer assets upon or after the donor's death
Planned gifts—such as bequests, charitable remainder trusts, and life insurance policies—are typically realized after the donor's lifetime.
Question 7: In major gift fundraising, 'moves management' refers to:
- Transferring donor records between staff members
- A systematic process of planned interactions to advance a donor relationship toward a major gift (Correct answer)
- Physically relocating donors to new mailing addresses in the database
- Scheduling board meetings around donor availability
Correct answer: A systematic process of planned interactions to advance a donor relationship toward a major gift
Moves management is a disciplined system for tracking and executing cultivation, solicitation, and stewardship contacts with each major gift prospect.
CNE Major Gift & Capital Campaigns 2
During the quiet phase of a capital campaign, what percentage of the goal is typically raised before going public?