Don't Start a Major Fundraising Campaign Without This!

Three to four times a year we at Lighthouse Counsel pass on opportunities to take over a stalled fundraising campaign because the potential client is not open to strategic counsel and changing its ways.

We are so keen on proper preparation that only once have we adopted a campaign without doing some research in the form of a planning and feasibility study. And we won't do that again.

Just yesterday I visited a nonprofit CEO. He is terrific in his sector. His organization's fundraising campaign is stuck at $1.1 million toward a $4.5 million goal, and now it needs to increase to $500,000 to pay for campaign expenses.

The organization's top gift is $200,000, and the other gifts — you guessed it — perfectly fill a $1 million gift table. There was no study and no campaign plan, but there were also no other intervening factors that should have slowed progress. The nonprofit has a strong mission, strong board and a solid annual donor base.

It is missing what I have come to believe in so strongly — the study. A study uncovers current funding potential so a campaign can be aligned with donor perspectives to make sure it does not languish like the campaign here.

Most importantly, a proper study reveals insights from some very smart people and an organization's strongest supporters. I am still amazed at the incredibly helpful information leaders share when they trust that their remarks are held in confidence.

A study also uncovers what supporters love about an organization and what can be fine-tuned — from the organization, its image, leadership, plans and, yes, the potential campaign. From the treasure trove of information a study garners, you can then craft the proper campaign plan and drive the campaign to successful completion in a reasonable time frame!