Pointing the Way

For example, when we asked prospective donors of one organization to describe its mission, one person said “land acquisition” and another “preserving animal habitats.” How: 2; Why: 0.

Charting your constituents’ understanding of the mission is the first step in mapping the “case landscape.” As part of the feasibility study, you should also seek feedback on constituent perceptions of your strengths and challenges, your reputation, and the relationship between the proposed campaign and the organization’s ability to fulfill its mission. Based on the responses to these questions, you should be able to find sound recommendations for how to turn these findings into a strong and well-communicated case for support.