The Philanthropic Quest
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Going beyond the feasibility study

When a major capital campaign is contemplated, most organizations resort to the feasibility study -- the traditional method of "test marketing" and "pre-selling" the program.

But a feasibility study may be the worst thing you can do.

Why? Because conducting the usual study can actually limit your fund-raising potential.

How can this be, you may ask? After all, every development professional has been trained to think of the study as the best way to identify top prospects -- and set the stage for a successful fund-raising program.

And for many years, that was indeed the case. But no longer.

First of all, sophisticated donors have become used to this exercise. They resist being pressured to make a premature commitment. And rightly so.

In a typical study, few of those interviewed have had anything to do with planning the development program. Few, in fact, have had any truly meaningful involvement with the organization.

But now that we want to raise a lot of money, we profess to be keenly interested in their opinions and advice. And we expect them to be ready to discuss seven-figure investments and leadership roles.

Is it any wonder that many people resist? Really, it's remarkable that so many cooperate!

But many of these are only willing to talk about a token investment. And that's how the study can limit your potential. For when a donor who's capable of investing $500,000 talks about a $5,000 commitment, you may have a very difficult time increasing that figure.

Now, what might have happened if you were really listening and relating to the donor -- instead of just "going through the motions"?

What if you had begun -- well before bringing up the subject of money -- to build a close and authentic relationship with the donor, based on mutual respect and trust?

What if you had cared enough to learn something about the donor's most cherished values and aspirations?

What if you had asked the donor to articulate a vision of the future -- a future that your organization might help to make real?

The answer should be obvious: You probably wouldn't have needed a feasibility study at all.

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Read more ...

• What you'll learn
• What is the philanthropic quest?
• How is this different from conventional fund raising?
• The development officer as catalyst
• Beyond the feasibility study
• Contents of the series ... a sampling
• What your colleagues are saying
• A note from the author
• About the author