Upgrading Your Campaign Feasibility Study
Experienced staff and volunteers know campaign feasibility and planning studies are essential in assessing the climate for capital campaigns, in helping to refine our vision and organizational objectives, and in beginning the process of identifying a potential network of donors and volunteers. But what distinguishes a highly effective campaign feasibility study from a less effective one?
If the most basic tenet of a feasibility study is to gather information relevant to the potential success of a campaign, then the most distinguishing element of highly effective studies is the ability to reveal a greater quantity and quality of relevant information. Sound simple? It can be. But like fundraising in general, you must adhere closely to several basic, time-tested principles in order to have a highly effective campaign feasibility study.
Identify Study Candidates
The first step in conducting a study is determining whom you wish to see. Beyond the executive director and board members, you should include business and community leaders, past donors, key volunteers, and potential major gift donor prospects—anyone who will or could provide leadership or influence your success.
See as many people as possible to ensure you have the information you will need. Interview more people not affiliated with your organization to gain a more accurate impression of community perceptions of your organization, vision, and plans. Beyond general community perceptions, you will also want to gain a sense of where each study participant stands regarding their potential financial and volunteer support. Highly effective campaign feasibility studies will often have 50-120 participants, depending on the size of the organization and their natural audience.
Keep it Personal
Before you call for an appointment, it is often helpful to provide some brief background information to the study candidate. This will save time and initiate the cultivation process. The organization’s full-time leader should make the call. Not only are they the legitimate voice of the organization, they likely know past donors, volunteers, and some of the community leaders you wish to see. New development officers and campaign directors will not have these personal relationships, and can make the prospect suspicious that this will be a solicitation visit. Assistants and secretaries should never be asked to set up the appointments. By not making the call personally, the executive director, VP, or CEO sends a latent message that this request is not important to them and will likely be received as such by the study candidate. Furthermore, you lose the benefit of existing personal relationships.
Request an Appointment
The appointment request should be simple, straightforward, and confidently delivered. Tell the study candidate you are calling them to follow up on a letter they should have received the week before. Ask if they reviewed the letter and project description. If they haven’t, you should have a few brief statements prepared to explain the call and then ask for a time for them to meet with the study director or designated interviewer.
Take a moment before each call to mentally prepare. If it’s helpful to you, draft a phone script for reference. And always call to confirm your appointment before you meet. Don’t be dismayed by any perceived hesitation on the part of the candidate. A little fear of the unknown is typical of human nature and should not be misinterpreted as anything more. Remain focused on your objective—setting the appointment.
Where to Interview
Meetings will require a comfortable and confidential setting. When possible, meet in your organization’s headquarters—never in public places. You will need a private room where you both can speak openly. By meeting at your headquarters, you ensure the study participant is exposed to your organization and will be more focused on the purpose of the interview. Even if it is more convenient, do not interview more than one person at a time.
Ask the Right Questions…
In designing your study, think about what information you need and hope to gain. Include questions regarding personal affiliation with and perceptions of your organization, public awareness and perceptions, and opinions on your vision, project plans, and goal setting. Identify potential leaders and donors. Inquire as to the participant’s likely support and involvement. Ask if they are aware of any potential obstacles or have any suggestions to help the effort. Finally, ask the participant to recommend anyone else who would be beneficial to the study process. Take time to construct a well conceived, comprehensive, and thorough document covering all topics relevant to your major capital campaign.
…and Ask Questions the Right Way
First, put the interviewee at ease. Quickly establish a repertoire with the participant, creating an aura of trust and purpose. Remind the participant who you are, why you are here, and what the anticipated outcomes of the meeting will be. Don’t sell the project, but ensure the participant leaves well informed.
Always ask the tough questions without flinching. The most difficult topics to broach are almost always among the most informative of the study. If necessary, use humor to take the edge off delicate topics or blunt questions. Prepare yourself by role-playing with a colleague or friend to feel more at ease with conversational twists and turns. Remember, the hard question is far more difficult for the interviewer than the respondent.
Treat answers as open-ended topics of discussion. Respectfully prod further until you are satisfied that you have the information you will need or all that you will be able to get. Your most useful information often comes from discussions beyond the study questions, so be sure to take good notes. Also try to discern any biographical, professional, religious, familial, or social connections that may be useful as you begin to mentally build your network of potential volunteers and donors. Write a prospect/volunteer profile of each study participant for future reference when your campaign machine cranks up.
Summary
To conduct a highly effective campaign feasibility study, focus on these specific components and spare no effort in their execution.
- Design a well conceived, comprehensive, and thorough questionnaire. Your answers will be no better than your questions.
- Ensure that you see as many influential people as you possibly can. Try to visit with anyone who has the potential to make a significant impact on your organization.
- Conduct the interview with confidence, verve, and sensitivity. Prepare for each meeting by considering how this person might be helpful. Your study participants are meeting with you because they are sympathetic to your mission, and if presented with the right opportunity, they will be helpful to your effort.
- Undertake thorough preparations and make the most of each interview to ensure you conduct the most effective feasibility study possible. You’ll only get one chance, but with a little hard work you will find the critical information you need to prepare for a highly successful campaign.
Learn more about how to prepare for a campaign feasibility study, or contact Custom Development Solutions for more fundraising help.