ANATOMY OF A FEASIBILITY AND PLANNING STUDY

The purpose of a Feasibility & Planning Study is to assess the potential success for your proposed campaign. This in-depth analysis, developed through a series of one on one confidential interviews with perspective donors, can provide
you and your leadership with the facts, the
fundraising potential and the confidence your organization needs to attain your goals. What you will find below will help guide you through the process. Please let us know if you find it useful.

1. What is the basic purpose of a study?
   • To determine what your organization can achieve through fundraising;
   • To market your organization's merits to those being interviewed;
   • To develop a plan for your organization that will be successful in consideration of the study's findings; and
   • To protect your organization against an ill-advised negative experience.


2. Who is involved?
   • The leaders within your organization;
   • Those who benefit from your organization’s programs (if appropriate);
   • Those who could make a contribution—financial or otherwise—to the future of your organization; and
   • The influential opinion makers in your organization.


3. How long does a study take?
   • This depends upon the size and scope of the organization; and
   • It can range from six weeks to three months.


4. How are interviewees prepared?
   • A letter asking for an interview that is:
     • direct;
     • clear in what it hopes to achieve;
     • unequivocal in pointing out that the purpose is not solicitation;
     • descriptive in announcing who is conducting the study; and emphasizing confidentiality of the interview.
   • A preliminary case statement that
     • is brief;
     • is general;
     • contains minimum statistics; and
     • is an informational piece and not a sales presentation.


5. How are interviews conducted?
   Interviews cover four areas:
   • Familiarity with the organization
     • personal interest in the organization;
     • knowledge of the organization’s programs and services;
     • perception of the organization’s reputation, strengths and weaknesses;
     • appreciation of the organization’s financial condition and plans.
   • Public relations and involvement
     • extent of past support;
     • degree of prior involvement;
     • does the organization tell its story effectively; and
     • recommendations to improve internal and external public relations.
   • Fundraising
     • extent of financial support from others;
     • who might the interviewee contact, “open doors,” solicit;
     • where does the organization fit into interviewee’s philanthropic priorities;
     • at what level will the interviewee contribute;
     • and will the interviewee serve in a leadership capacity.
   • Advice
     • leadership candidates;
     • major gift prospects;
     • campaign strategies;
     • goal;
     • timing;
     • potential problems;
     • competition; and
     • if a campaign should be conducted.
   
   
6. What does the study report include?
   • verbatim quotations representing the opinions, perceptions and attitudes of those interviewed;
   • analysis of those statements based on objective experience with comparable situations;
   • recommendations on how to proceed:
     • goal;
     • plan;
     • timetable;
     • staffing; and
     • budget.


7. Summary: Study Process
   • determine need;
   • write general case;
   • select interviewees;
   • write to interviewees;
   • arrange appointments;
   • conduct interviews;
   • evaluate findings;
   • determine course of action; and
   • deliver report.

Preparation for the Planning and Feasibility Analysis

 

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