If you read these articles, you are likely well versed in many of the benefits of a feasibility study—finding out which messages resonate with donors, who is willing to lead, what questions donors may have, and of course, how much money can be raised. The answers to all these questions should be detailed in the final report.

But there is one intangible benefit that does not show up in the final report—engaging donors in a new and distinct way. By interviewing someone for a study, you are educating them on the future plans of your organization, and also importantly asking them, “What do you think?”

Indicating that you value a donor’s opinion is important, and a professional consultant should make the interview itself an enjoyable experience. But even more can be done following the interview to ensure you are maximizing a valuable engagement tool for donors.

At the very least, a personalized thank you note should be sent to each participant after the interview. To further engage donors, an organization should also think about how they can communicate the results of the study. Key donors and study participants can be followed up with one-on-one conversations to discuss the study results. A summary report or infographic can be prepared to highlight the most important findings.

Another idea is to invite study participants to a small group event where the findings of the study are presented. Your first instinct might be, “Who would want to attend that?!?” And true, you might not get a huge response. But the people who do show interest and attend are further signaling their interest in your campaign. These are likely to be key donors and volunteers. One caveat--you likely only want to offer this option if you are confident you are moving forward with a campaign.

Remember to look past the final report and recommendations when considering a feasibility study. When used correctly, it is an extremely effective early step in the lifecycle of a donor’s campaign gift!