The Capital Campaign Feasibility and Planning Study

The feasibility and planning study is conducted by fundraising counsel during the marketing research phase of a major campaign. It consists of a series of in-depth confidential face-to-face interviews with donors, key leaders and others to discover the following:

• Can a strong, urgent case be made for a fundraising appeal for the organization’s proposed plans? Are the needs valid and well understood?

• Who are the top prospects for the campaign, both individual and institution? Are there adequate prospects to bring in the necessary lead gifts?

• Which features of the case are most appealing to prospective donors and why; and which are least appealing and why?

• Are individuals available who will provide the important volunteer leadership necessary for a successful campaign? Are there adequate workers who will enthusiastically participate?

• How much can be raised and over what period of time? Should the campaign be phased? How many years will the payout of the gifts be? What will it cost to raise the amount indicated by the study?

• What is the best plan for the most successful campaign? When is the best time to launch the campaign?

The consultant works with a small study committee composed of the organization’s key leaders to identify a list of approximately 40 people to be interviewed. The consultant drafts a letter soliciting the interview and a 1 – 2 page case statement about the campaign. The organization mails the letters and calls the prospective interviewees to schedule appointments with the consultant. Not all of those reached will be available to meet or speak with the consultant. Following the conclusion of the interviews, the consultant analyses the results and prepares and presents the report.

The report includes a summary of the major findings, a list of those interviewed, a gift chart, a summary campaign plan, a summary campaign budget and related recommendations for the organization. This part of the campaign planning phase takes approximately three months depending on the length of time to create the list of potential interviewees and their availability.

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