Once you have the results of the pre-campaign study that recommends a readiness, you are positioned to launch a campaign. During the first phase, data received during the study needs to be carefully reviewed. For instance, what did you learn about your preliminary Case for Support (introduced during the study) that needs to be taken into consideration as you finalize your Case for Support for the launch? Ultimately, the campaign will be more successful because your approach will be based on data, not wishful thinking!
With the Planning & Assessment (Feasibility) Study data at your disposal, you will be in a good position to:
- Develop a strong Case for Support with compelling, urgent priorities
- Set a “stretch”, yet realistic goal
- Confident of funding success
- Approach a strong pool of donors
- Recruit volunteers willing to help implement the campaign
- Be supported by a Board fully behind and excited about the campaign.
The first steps of any campaign are spent on behind-the-scenes work including recruiting campaign leadership, writing a compelling Case for Support based on the study feedback, adjusting campaign priorities, and developing a communication plan. These activities simply could not be successfully accomplished without the information gathered during the campaign study.
Once these planning activities are completed, you will be ready to start cultivating and asking donors to invest in the campaign. Because you’ve taken the time to engage your donors during the study, you will know exactly how to proceed. Engaged donors will invest in a campaign goal that transforms your organization and those you serve.
However, what if the results of the campaign study require more planning to solidify moving forward? In most cases, it simply means that more time is needed to reassess priorities, rethink objectives, or restructure a Case for Support that better aligns with the feedback from study.
In our experience:
- 7 out of 10 studies indicate a readiness to move forward
- 2 out of 10 studies require more planning to solidify campaign readiness
- 1 out of 10 studies indicate that now is not the time to proceed with a campaign. This doesn’t mean that it will never happen, but the environment is not favorable for proceeding with a successful campaign at this time.
John V. Clark, President/Partner
The James Company
Phone: (815) 353-8997
Email: jclark@jamescompany.com
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