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Media FeedCapital Campaigns: Everything You Need to Know
by Linda Lysakowski, ACFRE
The Planning Study: External Assessment
Once the organization has determined it is internally ready to run a capital campaign the next step is doing an external assessment of whether the community is willing and able to support the project.
The planning study is the most common way an organization assesses its community’s ability and willingness to support the campaign. Sometime called the feasibility study, the planning study helps the organization determine if the key factors for success are present—sufficient leadership gifts, key community leaders willing to serve in leadership roles in the campaign, and a compelling case for support.
The planning study should always be done by outside counsel. Interviewees will generally be reluctant to speak frankly to a representative of the organization about its case. Also, a professional experienced in studies will need to analyze the data and provide objective recommendations. Organizations who have a limited budget should consider outside counsel for the study, even if they feel they could run the campaign themselves.
Once a consultant is engaged to do the study, that consultant will work with the organization to determine who are they key players that will be interviewed during the study. In most cases, anywhere from 35 to 50 people will be interviewed. Sometimes it will be necessary to interview more people due to the size or scope of the campaign. Occasionally a study will involve fewer interviews if the goal is very small. Interviewing the right people is more important than the number of interviews. Generally a list of about 75 to 100 people is developed by the organization and then the consultant and the steering committee will review that list and sort the names by categories A, B, and C, with the A list being those who it is essential to interview, the B list those who should be interviewed, and the C list those who could be interviewed.
Some categories of people who should be interviewed include:
- Top donors to the organization
- Potential major donors to the organization
- Key board members
- Key staff people
- Community leaders
- Key volunteers
- Political leaders, especially if it is anticipated that there will be government support of the project
Once the list of interviewees has been developed, letters are sent first to the A List, and then interviews are scheduled with those people. These are followed by the B list and then the C list, if necessary, to complete the number of interviews needed. Be aware, however, that this list is fluid. Often during the interview process, new names will surface that had not been on any of the previous lists, but have been identified by interviewees as someone that would have the interest and ability to make a major gift to the campaign.
Interviews may be scheduled by the organization or by the consultant, depending on the terms of the contract. It is generally best to have a person who has some familiarity and influence with the interviewee schedule the interview. While most major donors and community leaders are familiar with the process and usually agree to interviews, it is sometimes difficult to get into their busy schedules.
The person scheduling the interview needs to be creative and persistent in making calls, sometimes calling early in the morning before the “gatekeeper” answers the phone, or if the organization has access to the person’s cell number, this can also be effective.
Once the interview is scheduled, a confirmation letter is generally sent along with the preliminary case statement so the interviewee has an opportunity to familiarize himself or herself with the case before the consultant arrives for the interview. In general, consultants will want to interview people in their own homes or offices, as there are often clues about the person’s ability and interests in their surroundings. And most people are more likely to talk more freely when they feel they are in control of the situation.
During the interviews, the consultant will be asking interviewees their opinion on the organization itself, the strength of the case, their propensity to make a major gift, their willingness to serve in a leadership role in the campaign, and their suggestions for other donors and/or volunteers to the campaign.
The consultants will then prepare a report for the organization’s leadership outlining the qualitative and quantitative responses to the questions asked, and their recommendation for moving forward with a campaign, along with a proposed time schedule for the campaign. If the consultant recommends that the organization is not ready for a campaign, they will provide recommendations on what the organization needs to do to better prepare itself for a campaign.
More in this series:
What Is a Capital
Campaign, and When Do You Need One?
Are You Ready
for a Campaign?: Infrastructure
Are You Ready
for a Campaign?: Board, Volunteers, and Donors
Developing Your
Case for Support: Telling Your Story
Developing Your
Case for Support: Preparing Prospects for the “Ask”
The Planning
Study: Internal Assessment
The Planning
Study: External Assessment
The Campaign
Plan: Structuring Your Campaign
Budgeting the
Campaign
The Campaign
Cabinet & Other Campaign Volunteers
Identifying
and Cultivating Donors
Making the
Ask
Campaign
Events & PR
Recognition
and Stewardship
Life After
the Campaign