Why More Nonprofits Are Ditching the Traditional Feasibility Study

Before launching a capital campaign, most nonprofits hire a consultant to conduct a feasibility study. The consultant interviews donors, disappears for a few weeks, and returns with a report and a number. It’s the way it’s been done for decades. But a growing number of organizations are choosing a different path—and getting dramatically better results.In this episode of All About Capital Campaigns, Andrea Kihlstedt sat down with Emily Cozart Mohammed, Vice President of Development at the Center for Investigative Reporting, to discuss her experience completing a Guided Feasibility Study for a $50 million campaign. The conversation made a compelling case for why the guided model is replacing the traditional approach.In a traditional feasibility study, an outside consultant conducts every donor interview, compiles the data, and delivers a final report. The organization gets a number and some general feedback, but the staff never hears directly from donors and often has no idea who said what. Emily put it bluntly: not having that intel within your own system feels backwards.The Guided Feasibility Study flips this model. Instead of outsourcing donor conversations, the organization’s own leaders—the VP of development, the CEO, trained board members—conduct the interviews themselves, with structured coaching and support from a Capital Campaign Pro advisor. The result is threefold: better data, deeper donor relationships, and a team that’s ready to fundraise.Emily’s team completed 55 interviews with a 2% decline rate—a remarkable response that reflects both donor engagement and organizational credibility. Donors told her repeatedly how much they preferred speaking directly with organizational leaders rather than, as one donor put it, another guy in a suit pitching one organization after another. For a deeper look at how feasibility studies fit into the campaign planning process, see Capital Campaign Pro’s ultimate guide to feasibility studies.The guided model also produced tangible early results. One donor made an early gift of $420,000 during the study. The team documented $8.5 million in planned gifts against a $10 million planned giving goal. And because every conversation was led by someone who knows the organization deeply, Emily reported a higher degree of certainty that stated gift intentions would hold.Perhaps most importantly, the process doubled as professional development. Gift officers who had never worked on a high-level campaign gained firsthand experience. The CEO became a vocal advocate for the process. Board members who participated in interviews arrived at the approval vote already informed and confident—so much so that Emily’s board presentation was met with almost no questions.Emily’s advice for organizations considering a campaign: if you’re hesitating between a traditional consultant-led study and a guided approach, don’t overthink it. The guided model is more work, but it’s not overwhelming—and the intelligence, relationships, and team readiness you gain are worth far more than a number in a report.Thinking about a feasibility study for your next campaign? Download the free Feasibility Study Ultimate Guide to understand the process, prepare your team, and set your campaign up for success.