PLANNING STUDIES
Long before the groundbreaking for a new building project or the victory celebration after the goal has been met, a successful capital campaign begins with a planning study. This early step is crucial to fund-raising success and represents the foundation from which a campaign can be launched.

Conway Company consultants conduct planning studies that provide organizations with the vital information necessary to decide whether to pursue a capital campaign and if a decision is made to move forward, to set a realistic, attainable campaign goal.

Planning studies typically take 10 to 12 weeks to complete and involve the following steps conducted by Conway Company consultants:

• Examine development activities, such as annual fund results, previous capital campaigns, special events, status of donor research, cultivation and public relations programs
• Research and write a preliminary case for support
• Identify prospective interviewees and schedule interviews
• Conduct face-to-face, confidential interviews with prospects and friends
• Organize, schedule and conduct group interviews with other volunteers and prospects
• Analyze and evaluate the findings
• Prepare report to include narrative, text, statistical analysis and direct, unattributable quotations which offer particular insights about the organization
• Prepare a set of recommendations made in relation to the numerous other campaigns conducted by Conway consultants, evaluating whether the same factors for success are present or whether other steps may be required
• Present the report in two phases, as a draft and as a final document to Board and staff members

The personal interviews conducted by Conway consultants are pivotal to a thorough, accurate and in-depth final report. The interviews are scheduled directly by the senior consultants doing the study, enabling them to establish contact and begin to build rapport with the participants. The consultants bring extensive knowledge of the regional philanthropic climate and years of interviewing experience to this process. They take a relaxed, confidential approach which encourages constituents to freely express their opinions. The interviews provide information about the ability of the organization to conduct a successful campaign as well as help to cultivate potential leaders and donors. The interviewees are among the first to learn of the campaign plans so in addition to their feedback, consultants begin to develop their interest in the project.

Throughout the planning study process, Conway consultants keep the organization’s staff and Board well-apprised of the activities with continuous feedback and updates. Upon completion of the study, a Conway consultant will personally present the study findings, initially in draft form to a select group of the organization’s leaders. After that group has reviewed and clearly understands the recommendations, a final presentation is scheduled with a larger group, usually all senior administrators as well as the full Board. In both sessions, Conway Company consultants present their findings which evaluate:

• The organization’s institutional and philanthropic image
• Strength of the case for support
• Attainable financial goal
• Availability of volunteer leadership
• Quantity and size of leadership gifts

Within the study report, Conway consultants will present a series of campaign strategies as well as a timeline and budget.

Based upon the results of the planning study, and if a campaign is recommended, Conway Company is available to provide campaign counsel with the specifics outlined in the study report. Should a study reveal that it is not an appropriate time to begin a campaign, Conway consultants will counsel on alternative approaches as well as offer advice to improve the organization’s future fund-raising potential.

Conway Company offers clients expert counsel, the use of proven fund-raising strategies and an extensive knowledge of the regional philanthropic climate to maximize each organization’s potential through customized fund-raising solutions.