The Value of Conducting a Fundraising Feasibility Study
Schools are often stepping into the unknown when mounting their fundraising campaigns and often setting unrealistic (but hoped for targets). Disastrous results have been known from past ill-prepared campaigns and in my time consulting to schools, there have been numerous examples of being called in to help change strategy to correct a failing campaign.
The uncertainty can be solved or some assurance given, one way or the other by conducting a carefully planned feasibility study. In the past 12 months I have completed four such studies, all with differing outcomes. The most recent was a disappointing result to the school, indicating that timing was not right and their fundraising expectations were too high. But the Bursar was in touch in recent days and was grateful for the study outcome indicating it had saved the school huge embarrassment, but that options were available.
And it’s worth pointing out the importance of using an external agent/consultant to conduct the Study. Some individuals espouse the value in conducting it internally – I disagree, and best practice throughout the world is that the most accurate, more in depth and confidential results will be forthcoming when conducted by an external consultant.
irm@ianmclean.org.uk
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