Campaign Planning Study vs. Feasibility Study When Considering a Capital Campaign
CampaignCounsel.org believes we have developed the most comprehensive pre-campaign planning process in the industry. To help potential clients understand the differences between a campaign planning study and a feasibility study, and to help them understand the important questions to ask, we present the following issues for nonprofits to consider when interviewing capital campaign consultants. If you’d like to view and save this information as a chart, click here.
Issue 1 - Number of Interviews Conducted
Feasibility Study: Usually limited to 40-50
Campaign Planning Study: Unlimited interviews, often 75-100 people
Question to Ask: Will you interview additional people that are suggested during your initial interviews — without charging us an additional fee?
Issue 2 - Are Interviews Confidential or Will Information be Shared with Us?
Feasibility Study: Most consultants conduct “confidential, anonymous” interviews. For you to know what interviewees said, you must hire the consultant for the campaign.
Campaign Planning Study: We provide an executive summary of each interview, including giving levels indicated during the interview.
Questions to Ask: If someone you interview indicates they'd likely make a leadership gift, or even pay for the whole project, will you tell us what they said? If not, when will you? If you will tell us, how do you reconcile this with a "confidential" interview?
Issue 3 - Fees and Costs
Feasibility Study: Fees are based on a certain number of weeks or months of service.
Campaign Planning Study: Fees aren't time based, additional days or weeks don't cost more.
Question to Ask: If a key interviewee isn't immediately available, do we pay more if we need additional time to arrange the key interview?
Issue 4 - Study Objectives
Feasibility Study: Generally, feasibility studies only focus on how much can be raised.
Campaign Planning Study: Our studies determine feasibility AND provide a written fundraising plan, donor- approved case for support, and cultivated, educated prospects.
Question to Ask: Can we see a real report from a past client so we can see how much useful information we get?
Issue 5 - Methodology
Feasibility Study: Feasibility studies are generally limited to conducting personal interviews.
Campaign Planning Study: Unlimited interviews as well as direct mail surveys to various constituencies, focus groups, and foundation research.
Question to Ask: How would you determine feasibility for a broader group than just identified interview candidates, say, from our larger donor base?
Issue 6 - Internal v. External
Feasibility Study: Most studies focus on external prospects - doing little to orient internal board and staff.
Campaign Planning Study: We interview every board member/executive and conduct focus groups internally to build consensus.
Question to Ask: What will you do to help us prepare internally for a capital campaign?
Here’s a chart of this information for reference or share with your nonprofit board members. Click it to view and download.
If you are thinking about a campaign planning study, you might also find our information on selecting a capital campaign consultant of interest. This article on budgeting for a capital campaign also will prove useful.
A capital campaign means exciting things for you and your nonprofit. Explore our free resources and let us know if you’re interested in a comprehensive no-fee capital campaign workshop for your board.
Melissa Sais is communication director and a consultant at CampaignCounsel.org.
Updated Nov. 1, 2022.
