A key to capital campaign success.

A key to capital campaign success.
By Daggett, Melinda
Publication: Fund Raising Management
August 1 1994

With the information gained from a feasibility study, an organization can either begin a campaign confidently or postpone it for a time so it can strengthen weak areas.

One of the keys to a successful capital campaign is thorough planning and preparation. Taking time to research your constituents and their interest in your campaign will pay dividends when deciding the campaign structure and beginning solicitations. A feasibility study or pre-campaign planning study is the first step to campaign success.

The feasibility study is particularly important for an organization that has never had a capital campaign or has not had a campaign for several years. It is also valuable for those who do not have a good feel for who their constituents are or what they think about the organization. Before beginning a study, an organization should be very serious about a campaign. Continuing talk of future plans and conducting studies without resulting action can leave a negative impression.

The study should consist of personal interviews with a representative sample of individuals, corporations and foundations that would be the most likely supporters of the campaign. For many organizations, this sample will average between 40 to 60. However, sample size may vary based on the size of the organization and scope of the proposed campaign. These individuals should have an interest or potential interest in the organization and its services, have given in the past or have the potential to give in the future. The group should be the "cream of the crop," those who are most likely to assume leadership roles in giving and volunteering. All constituent groups among which an organized campaign will be conducted should be represented. The types of constituent groups to be included in the survey will vary depending on the type of non-profit. For example, a study for an educational institution could include alumni, faculty and staff, and parents and grandparents of students. A hospital study might include interviews with doctors, former patients and medical suppliers. Every study, however, should involve the governing board and staff of the organization, and foundations and local corporations whose giving guidelines match the organization's mission and goals.

Often, a feasibility study can be performed by the organization's staff. However, time would have to be invested in training them. Staff would also have to divert time from their other responsibilities to focus on the feasibility study. Many organizations find it is helpful to use a trained outsider who is a specialist. This individual will tend to be more objective than someone on staff, is already knowledgeable in survey techniques, and will be able to devote complete attention to the project. In addition, interview subjects are often more comfortable expressing concerns or complaints to a third party. Cost considerations, staffing needs and available expertise are determining factors in deciding the best approach.


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