Jeff Jernigan

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Why Study? The Proper Role of a Campaign Feasibility Study

Posted by Jeff Jernigan on Apr 19, 2018 1:21:03 PM

A number of myths or misunderstandings exist regarding the subject and purpose of campaign feasibility studies. Any number of questions naturally emerge among non-profit board and staff members: "Why do we need to pay for a study when we know we're going to launch a campaign anyway?" Or the more suspicious: "Yes, I know what a study is-it is a process by which we pay a consulting company a great deal of money to recommend that we hire them to run a campaign." Although amusing, both responses highlight a lack of understanding as to the true nature, purpose, and process of a campaign feasibility and planning study.

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