Case Study
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Independent Nonprofit Media
Fundraising Feasibility Study & Campaign
A storied independent nonprofit news media outlet had long relied on subscriptions as a primary source of revenue. But the potential market for the organization’s online publication was so much greater than its subscriber reach. Following well-established precedent, the organization decided to move from a subscription-based to a membership-based revenue model but make the publication available freely to all.
Challenge
Capital was needed to underwrite the transformation, which would take down the subscriber “paywall,” successfully convert current subscribers to members, and dramatically expand readership as well as philanthropic support.
Solution
Plan A Advisors conducted a campaign Feasibility Study to prepare for a capital campaign identifying prospective lead gifts and campaign leadership. Plan A then served as Campaign Counsel successfully completing the campaign in 18 months and fully funding the transformation of the organization’s business model and a dramatic rise in readership and philanthropic revenue.
Process
• Conducted a 35-interview Feasibility Study to test the Case for Support and identify potential donors.
• Result: The initial Case was narrowed and sharpened in response to prospect feedback.
• Designed a campaign plan to match anticipated donor response to a still-ambitious goal.
• Result: Focused on a “compact of equals” strategy asking select high-net-worth prospects for equivalent six-figure gifts to achieve 80% of goal.
• Identified and trained campaign leadership to solicit major gifts.
• Result: Empowered board and staff to make big asks – something they’d never done before.
• Ensured broader participation in the campaign to set the stage…for a next one.
• Result: Secured many smaller first-time gifts and also achieved 100% board participation