Want to create a Major Gifts Program, a Bequest Program, a Special Event, a Recognition Program, a Capital Campaign ??
The most important information you’d want to have is whether your (prospective) constituents/donors will agree with what you want to do, and what would motivate those folks to want to participate in and/or support your activity.
The best way to get the best answers to those questions would be to ask those (prospective) constituents/donors. And, the best way to ask would be by means of a “Planning Study.”
That the “Study” is for “Planning” purposes suggests that you’ve not committed to taking a particular action and/or to creating a specific kind of program – even though you may have!!
When you ask someone to participate in this kind of “Study,” you are asking for their advice and saying that what you do (or don’t do) will be impacted by what they say (or don’t say).
Unlike the obsolete “feasibility study,” with all its “baggage,” a “Planning Study” asks in-depth questions about a broad range of subjects. Then, based on the study’s findings, an organization will be able to proceed with programs/activities it knows will be supported by its constituents.
The “Planning Study” should almost always be the first step in the creation or expansion of a program because it is a strong means of cultivating the folks you hope will be your leaders and donors … when you do whatever it is that you’d like to do.
When you ask someone’s advice, they’re more likely to look upon you favorably … because you were smart enough to know to ask them ☺
To quote an old fundraising saying: “If you want advice, ask for money; if you want money, ask for advice.” And a “Planning Study” is a great way to ask for advice.
So, the first step in the planning study process is determining what it is that you want the study to accomplish.
The second step is the creation of a list of those folks you’d like to interview – a list that can be as long as you’d like … as long as you’re realistic. No one goes on that list unless you have or can get access to that person.
The people you want to interview are those folks who can and will likely have an impact on your ability to successfully implement the programs, campaigns and/or activities that you’re considering.
The third step is the creation of an extensive list of questions that relate to the NPO’s mission, programs, fundraising and what you want the study to accomplish. Questions must be designed/worded to avoid planting doubt as to the need for or likely success of any particular program or activity.
Next Week: The Planning Study: Implementation
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Hank Lewis with Development Consultant Associates has over thirty years as a fundraising consultant and is a specialist in Board and Leadership Development, Capital Campaign, Bequest Program and Major Gifts.