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!

I am a firm believer that regardless of the campaign potential uncovered, the valuable insight from key leaders (and the cultivation opportunity if an organization is willing to truly heed advice) is worth its weight in gold.

Through studies, we have helped clients avoid disasters and uncover potential that they did not realize they had.

Now, back to our case study. Our friends wanted a campaign reset without a study. They shared that they know what their donors want (then why is their campaign stalled after two years?). The materials? Well, they just spent six months revising them (into a two-year campaign), so that is off the table.

Our discussion then focused on what they really wanted. A plan? Yes. They realize that they do not have a road map or the research to tailor a plan to their unique circumstances. And, the campaign has been executed against best practices.

It really pains me to see campaigns not executed properly.

In a few similar situations, we have successfully conducted mini-studies and wrapped that process into the campaign plan development. But the client has made the commitment to the research — and openness to acting on it.

Since we passed on this opportunity, this leaves our friends looking at two firms that will gladly inherit the campaign on the client's terms. (They are firms that also conduct studies. I've found this hard to rationalize how someone would feel research is vital in some situations and not in others.)

If you are looking at a major fundraising campaign, please take the proper steps to be prepared. Include a research and cultivation phase that gives you the information needed to maximize the opportunity and fulfill your potential!