In the world of capital campaigns, feasibility studies are a nonprofit’s initial test of both goals and strategies, helping gauge donor support and refine campaign plans. While traditionally focused on goals and giving potential, feasibility interviews offer a unique chance to connect donors emotionally to the campaign’s purpose, and this is where impact stories become a powerful tool. By incorporating brief, data-driven impact stories into a simple donor discussion guide, your organization can transform these interviews into compelling conversations that resonate on a personal level.
When you invest in capturing and sharing your impact stories, you’ll elevate the feasibility study process, helping donors envision their role in achieving real, measurable change.
Read on to learn how to weave impact stories into your feasibility study, why a fundraiser conducting these interviews themselves can make a greater impact, and how a streamlined donor discussion guide can support your conversation.
Why Impact Stories Matter in Feasibility Studies
Imagine sitting down with a donor and, rather than handing them a glossy campaign brochure, you offer a simple two-page guide that distills the campaign’s purpose through data-informed impact stories. This guide lets the conversation center around real-world outcomes and aspirations—stories of lives improved, barriers overcome, and futures brightened. By sharing these types of stories, you’re inviting the donor to go beyond the facts and figures, connecting them to the core purpose of the campaign.
Impact stories in feasibility studies have three key benefits:
They Bring Campaign Objectives to Life: Rather than listing the line items of your campaign budget, impact stories provide real examples of how campaign funds will create lasting change. Using SureImpact or another reliable data source, each story can connect the campaign’s goals to real-life results, giving the donor confidence that the campaign is both achievable and meaningful.
They Build Emotional Connections: Statistics alone rarely spark passion. When a donor learns how a previous program changed lives, it’s easier for them to imagine their own impact through a new campaign. People connect to people, and impact stories are memorable and meaningful, resonating with the very reason many donors give in the first place.
They Answer “Why?” and “Why Now?”: Feasibility studies are as much about sharing vision as they are about assessing viability. Impact stories illustrate why this campaign matters now, helping donors understand not just the need for funding but the urgency to act. This moves the feasibility conversation from transactional to transformational.
Why Feasibility Interviews Are Best Conducted In-House
For years, feasibility studies were often conducted by third-party consultants, a practice that’s recently come under reconsideration. According to research from Capital Campaign Pro, only 34% of organizations totally outsource feasibility study interviews to a third-party consultant. Many organizations are now finding that having staff conduct these interviews fosters more direct and valuable donor relationships and keeps the conversation genuine and grounded.
Here’s why:
Build Direct Connections: Feasibility interviews conducted by an organization’s own fundraisers or leaders allow for an authentic, personal exchange. Instead of a consultant delivering feedback to the organization second-hand, internal fundraisers can hear donors’ thoughts, questions, and even hesitations directly—improving their understanding of donor perspectives and opening the door to ongoing relationship-building.
Respond to Concerns Transparently: In a traditional study, consultants guarantee donor confidentiality, often meaning that concerns donors raise may never reach the organization’s ears. When feasibility interviews are handled in-house, issues can be addressed honestly and on the spot, giving staff a chance to strengthen donor confidence with clarifying information and actionable insights.
Strengthen Trust: Feasibility studies done in-house send a message to donors that they are part of the organization’s inner circle. They’re being asked to weigh in on future goals, not as passive funders but as engaged partners. This approach not only builds trust but sets the tone for a collaborative campaign journey.
Crafting a Powerful Donor Discussion Guide: A Simple, Impact-Driven Tool
Instead of a detailed campaign brochure, which can overwhelm or distract, a well-designed donor discussion guide offers a clear, approachable way to explore campaign goals with potential donors. This guide focuses on three essential sections and, through impact stories, turns the meeting into an interactive, co-creative experience.
Key Components of a Donor Discussion Guide
A strong donor discussion guide is not a “sell sheet” but an invitation to connect on key campaign elements. Here’s how it breaks down:
The “Why” (Impact) – At the top of the page, this section highlights why the campaign matters by illustrating real outcomes through brief, compelling impact stories. For example, if the campaign supports expanding educational programs, share data and a short story about a student whose life was transformed by a similar program. This builds an emotional connection right away, grounding the donor’s experience in the cause.
The “What” (Campaign Objectives and Allocation) – The middle section focuses on the campaign’s main priorities and how funds will be allocated. Instead of lengthy explanations, list the specific projects or initiatives and tie each one to a real, positive outcome. For instance, “New Community Center: This initiative will provide services to 500 more families each year, doubling our impact in the area.”
The “How” (Gift Range Chart) – At the bottom of the guide, include a gift range chart that helps the donor visualize their contribution’s role in reaching the campaign goal. This also allows the donor to think about where their gift might fall and what level of impact they could make, setting the stage for follow-up conversations without the pressure of an immediate ask.
Tips for Using Impact Stories Effectively in Feasibility Interviews
Choose Stories that Align with the Donor’s Interests: A thoughtfully curated story resonates more than a generic example. If a donor is known to support education, feature an impact story about a student who benefited from a scholarship program or a teacher who received new resources. This personalization speaks directly to their values and encourages deeper involvement.
Keep the Format Conversational: Let the donor discussion guide steer the conversation, but avoid a scripted feel. Encourage the donor to ask questions, reflect on the stories shared, and voice their thoughts on campaign goals. This way, the conversation feels less like a presentation and more like a meaningful exchange.
Adapt for Virtual Platforms, if Needed: Feasibility interviews were traditionally done face-to-face, but virtual meetings have become a viable, often preferred alternative. When meeting virtually, send the guide in advance or display it on screen during the discussion, making sure that the donor has a clear, easy way to engage with it throughout the conversation.
Making Impact Storytelling Part of Your Campaign’s DNA
Incorporating impact stories into your feasibility study is just the beginning. Once these stories become an integral part of your campaign narrative, they should appear across campaign materials, events, and donor communications. By continually sharing these stories, you’re helping to build a narrative that donors want to be part of—a campaign where every dollar creates measurable change.
As your campaign progresses, make it a priority to update supporters on the milestones achieved and the goals still ahead. By doing so, you not only maintain donor enthusiasm but strengthen their confidence in your ability to fulfill your mission.
Final Thoughts
Impact storytelling is a key ingredient in modern fundraising, especially in the early feasibility stage of a campaign. When these stories are backed by reliable data and shared through a thoughtful, focused donor discussion guide, they create memorable, meaningful moments in donor meetings that resonate long after the conversation. By using tools like SureImpact to capture and showcase these stories, you’re ensuring that every feasibility interview is rich with the kind of insights and emotions that inspire sustained support.
As your organization considers its next capital campaign, think about how you can bring impact stories to the forefront, making each conversation with a potential donor an authentic exploration of what’s possible—and why their support matters now more than ever.
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About Steven Shattuck Steven Shattuck is the Director of Engagement at Capital Campaign Pro. A frequent webinar presenter and conference speaker in the nonprofit sector, he has nearly 20 years of experience advising nonprofits on donor communications, data management, and digital content.
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