The principles of capital fundraising apply whether the goal is $500,000 or $5,000,000: personal involvement; targeted approaches; pace setting gifts in a planned, progressive and managed environment. It is all about people: people who give, people who influence giving decisions (corporate) and people who ask for gifts.

The decision faced by the Client is often not whether to have an appeal but rather how to do so to greatest effect.

An appeal is a continuum from conception of the vision through a feasibility study, preparation, solicitation to conclusion and pledge fulfilment. The most important part of any appeal is the preparation and that starts with a feasibility study. The study should be seen as a natural precursor to the appeal proper for it enables us to flesh out the bones of proven fundraising theory and practices with the substance of local and pertinent knowledge so that the fundraising plan is one that is designed for, and appropriate to, the specific needs of you - the client.

Thus, we know how to raise, say, $2,000,000. What we need to know is how to raise $2,000,000 for you.

A feasibility study will test:

+ Community perceptions of the Client, and the projects,
+ The fundraising potential for the project,
+ Potential leadership - financial and volunteer,
+ Possibilities for corporate, community or individual donations

and will provide recommendations and a proposal for an appeal to raise funds.

A written report and proposal will follow and include details of:

+ Costs including professional fees, office requirements , staffing assistance and general operating expenses such as: printing, postage, stationery, telephone and functions;
+ Volunteer involvement and leadership;
+ Responsibilities of the client and the consultant including the campaign director [KMA]
+ A timeframe and optimum timing for the appeal;
+ Follow on activity including pledge fulfilment and fundraising activities for the ensuing pledge period.

A feasibility study can stand alone in that your commissioning of one implies no obligation to proceed further. However, it is a sensible precursor to an appeal in that it provides firm information on which your Board can base its deliberations on fundraising.