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Special Program: The Campaign Mix: The 5 P's of Successful Capital Campaigning (Capital Campaign Series, Part II)

Friday, September 16, 2016 11:00 am - 12:30 pm 
In-person | New York, NY

Check-in: 10:30 am

The "Marketing Mix" is a well-known business tool used by marketing professionals. The term was first used and popularized in the late 1940s by Neil H. Borden of Harvard Business School when he authored "The Concept of the Marketing Mix".  According to Borden, he got the inspiration for the term from his colleague James Culliton. Culliton first described the "mixer of ingredients": one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, and sometimes adapts a recipe from immediately available ingredients. Culliton brought to light the essential ingredients, all beginning with the letter "P": product, placement, price, and promotion. A fifth ingredient, people, was added later. These five P's are a set of controllable variables, often regarded as the core of any marketing system. They are considered universal, timeless, and essential truths in marketing.

Learning from the Marketing Mix inspired our presenter, William Mountcastle, to conceive the "Campaign Mix", consisting of the 5 P's of successful capital campaigning. Like the Marketing Mix, these ingredients are timeless, and should be seen as the "core" of a campaign. The five essential ingredients are:

  • Preparation,
  • People,
  • Pervasiveness
  • Passion, and
  • Persistence. 

These ingredients, when carefully mixed and balanced, become the perfect recipe for a successful capital campaign. 

Join us for a special session and learn how to make use of these elements in your own capital campaign.


Bill Mountcastle is the president of Health Philanthropy Services Group. He works with some of the world's most admired nonprofits across a wide range of health care missions. His clients have experienced significant and quantifiable success from his fundraising performance improvement solutions.

This is Part II in a special September series on capital campaigns. To register for Part I, click here.


32 Old Slip, 24th floor
New York, NY 10005

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