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Pre-Campaigning
Purpose, Process, and Deliverables
Purpose
To
quickly bridge the gap between the Discovery Process and the actual
formal project (capital campaign, marketing effort, community
collaboration, endowment campaign) in such a manner that multiple
and sometimes seemingly incongruous important pre-campaign objectives
are seamlessly woven into a successful project launch.
Process
- In
situations where the i team did not perform the “feasibility
study” process or when the study was not recently completed,
a careful clarification of the feasibility assumptions may need
to be accomplished. In most
cases this is not a redundant or duplicative step, but rather
an activity that allows us to both perform minor re-tooling
to the launch of the campaign or project and possibly re-connect
with those vital stakeholders who
initially were interested in the project.
- Plan,
communicate, refine, and execute. After in-depth analysis of
the Discovery Process outcomes, a comprehensive plan is created
by a design team (by other names: steering committee, advance
team, campaign cabinet, etc.) and readied for execution.
- Refine
the case for the project or campaign, seek appropriate community
or stakeholder buy-in, and package the written word in a fashion
that effectively speaks to the target markets.
- Create
internal readiness by building an infrastructure, including
office systems, support mechanisms, financial processes, human
resources (including volunteers), and financial resources. Important
internal
training and orientation components are included.
- Enrich
and enroll. Create external readiness by proactively building
beneficial relationships with those external to the organization,
thereby enriching their understanding and passion for the project,
and defining ways in which they will support the successful
outcome.
Deliverables
The outcome of this process is the internal and external readiness
to fully launch a formal project or campaign, with resources in
place, an actionable timeline developed, and a plan of action
ready to be executed.
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