Certified Fund Raising Executive (CFRE) Practice Test

What should an organization do if it discovers that community awareness is low during a feasibility study for a capital campaign?

1. Delay the campaign and develop a communications and cultivation strategy

2. Proceed with the campaign as planned

3. Increase the budget for advertising

4. Limit campaign efforts to existing donors only

The correct answer is: Delay the campaign and develop a communications and cultivation strategy

When an organization discovers low community awareness during a feasibility study for a capital campaign, it is essential to take proactive measures to address this gap. Delaying the campaign and developing a communications and cultivation strategy allows the organization to enhance understanding and engagement within the community. This approach can help build relationships, inform potential donors about the mission and goals of the campaign, and create a sense of ownership among the community members. By prioritizing communication, the organization can craft messages that resonate with the community, clarify its objectives, and articulate the benefits of the campaign. Cultivation involves engaging with stakeholders to foster relationships and promote the campaign effectively, ensuring that when the campaign eventually launches, it is met with a more informed and supportive audience. While some might consider proceeding with the campaign as planned or increasing the advertising budget, these approaches do not address the underlying issue of low awareness. Limiting efforts to existing donors may restrict growth opportunities and limit the potential for expanding the donor base. Therefore, taking the time to improve community awareness through a strategic approach is critical for the success of a capital campaign.