Campaign Components

The Feasibility Study Debate

There is a growing debate whether nonprofit organizations should conduct an analysis traditionally called a feasibility study, prior to starting a capital campaign. The following three questions are designed to help you determine what course of action you should take.

• Are your top supporters truly ready to come forward with financial support to address your concerns?

Historically, two-thirds of campaign support comes from the top one-third of the donors. Are you confident that those with the strongest giving history are ready to invest in your plan? A feasibility study gives you the opportunity to personally visit with such prospects to share your needs and determine their "hot buttons" regarding the master plan, gather their input, see if they are willing to ask others to make significant gifts and ask if they would consider a lead gift.

• Does your entire constituency know that your organization has real needs and a plan to successfully address them?

A study is a vehicle to communicate your needs and impart your plan to address them. Have you ever been on a solicitation call and the prospect says, "Did you know that the only time I hear from you is when you need money?" By sending information to all constituents and inviting them to participate in the planning process, it allows you to communicate without asking for money, engage the prospect in planning your future and build consensus towards your case.

• Are your constituents ready to support a multi-million dollar fund-raiser?

Even though a multi-million dollar campaign sounds impressive, the reality is donors have limited resources to support you. Accordingly, most organizations have limited opportunities to conduct campaigns. So, it's important to use a feasibility study to establish a goal, along with an action plan to address your needs.

A feasibility study utilizes focus groups and personal interviews with your top supporters, as well as a mail survey for the rest of your database. When you ask the three questions above, you will know if a feasibility study is right for you.

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