The most challenging part of a capital campaign or even an annual budget campaign is keeping the momentum moving forward until the goal is achieved.

When I was training for my first marathon, the veteran runners I trained with described mile 20 as the mile that separates those who prepared well and those who didn’t. One of them said it like this, “Mile 20 is where the real race begins.” It wasn’t until I hit mile 20 that I realized what they were talking about. What really makes the difference is consistently running the first 20 miles and racing the last 6.2.

It’s very similar to ministry funding. How you start is important, and you should expect an array of surprises along the way. (That’s life.) The real test is can you keep the necessary momentum to end as well (or even better) as you had planned in the beginning.

Here are three steps that will guide you throughout 2010:

1. Craft the appeal. People forget. Keep the need and the goal in front of them. Do this through story, personal testimonies, major milestones, etc. Utilize multiple communication platforms such as traditional and new media options.

2. Make the ask. Offering a great appeal without including a call to action is like giving keys to a BMW to a baby. Great car, but it will be 16 years before the baby can do anything with it or even begin to appreciate the art of one of the finest machines on the road. (No bias…of course.) Make sure you tell them what you want them to do and when you want them to do it. Spell it out for them. Remove as many obstacles as possible. Include a postage-paid envelope, include a Web address where they can go and give online, offer a phone number to the church office where they can call, etc.

3. Assess the impact. Funding your budget should not rest entirely on intuition. Many ministry leaders have an over-developed intuition that gives them a great deal of confidence in their ability to “sense” the right thing to do and get the desired results. This works much of the time, so it perpetuates the notion that measuring results analytically isn’t important or necessary. I would argue that intuition and analysis should co-exist and are mutually beneficial to one another. You will know what appeals and asks are working by the results they produce. Be prepared to adjust your appeal or ask based on the impact.

When finished, do it again…and again…and again.

It’s not rocket science, but it works. The key to reaching your funding goals is maintaining objectivity and perspective which are difficult for many church leaders to have since they are so close to the situation. You may find it helpful to have someone that’s not “native” to your context to hold you accountable to see things as they are rather than what you “hope” them to be.

Keep pressing forward. Don’t let up. You can achieve your funding goals in 2010!