We here at The Collins Group are big fans of Christopher Davenport’s Movie Monday series – but not this week. In this week’s video, Spokane-based consultant Jeanne Ager explains her style of “mini-feasibility studies.” You can view the video here.
Ager’s approach to a “mini-feasibility study” would indeed be less costly and less time-consuming than a traditional feasibility study. Problem is, it’s not a feasibility study. It’s a glorified focus group. A fun setting, tasty food, and questionnaires are not the hallmarks of a successful feasibility study. What Ager suggests is a good recipe for a cultivation event, but falls far short of yielding the quality of opinions and data you get by employing a distinct methodology which would include an analysis of your organization’s internal readiness for a major campaign, in addition to focus groups and targeted one-on-one interviews. In the “mini” method, you’ve gathered opinions and can write up findings, but you haven’t studied anything.
A campaign feasibility study has two main outcomes: 1) it tests your organization’s preparation for and ability to carry out a significant fundraising campaign and 2) it evaluates the community’s potential leadership and financial investment in your project. No matter where your organization is located or what size it is, a “mini” study won’t get you where you need to be.
The Collins Group knows that well-executed feasibility studies help organizations find the best path forward for fulfilling their missions by strengthening donor and volunteer relationships and by finding creative approaches for meeting community needs. This requires a strong partnership between an organization and its consultants and a rigorous approach to assessment of potential, with solid research supporting every conclusion.
Feasibility studies are not a luxury that just some can afford; for a well-researched and well-run major fundraising campaign, they are a necessity. As many nonprofits will affirm, spending $35,000-55,000 on a professional feasibility study up-front to determine a realistic goal is money well-spent. If you are asking your donors, your board and staff, and your community to invest in your organization and your project, you owe them a thoroughly researched study and a plan to move forward.
Filed under: Campaigns, Reviews by The Collins Group on June 30, 2010
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