A 2017 research study by Campbell & Company
For nonprofit organizations, the decision to embark on a comprehensive campaign can be one of the most significant they will ever make. Campaigns call forth well-founded worries, such as the perception that the annual fund will suffer. Since the most common early donors to a campaign are those who already make annual gifts, Campbell & Company decided to explore the conventional wisdom that campaigns cannibalize annual giving.
This paper presents the results of our research and introduces three case studies from recently completed campaigns. It also outlines best practices for preserving and growing annual fundraising during a campaign as well as growing the donor base and annual giving after the campaign.