Importance of a fundraising plan

1 Property of The Foraker Group 2012

Fundraising Series: The Importance of a

Fundraising Plan

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Where Planning Fits: Strategic Plan

Annual Plan – Operating Plan

Development Plan Business Plan

Annual Budget

Tactical Plans (marketing, IT etc.)

Case for Support / Case Statement

Concept Paper – Donor Research-Relationships

Proposal – Donor Request

Donor Reporting /Recognition / Grants Management/

Stewardship

What is an integrated plan? A written document based on your mission that

incorporates: • Programmatic goals and objectives for the year of the

plan • Operating budget for year of plan

– Revenue and Expenses • Non-financial goals (volunteer training, admin

adjustments, information enhancement etc.) • Financial goals by source and method

– Identification of target markets – Solicitation strategies

• Cultivation, acknowledgment and recognition strategies • Human resources requirements • Timeline • Criteria for evaluating effectiveness

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Plan Ingredients = Opportunity

• Money + Markets + Message + Methods + Messenger = An opportunity to create a timeline and deadlines to ensure the process is moving forward.

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Donor Focused Solicitation

• We are successful when: – We focus on our customer and ask using these rules:

• Right Person – Who has the relationship?

• Right time- for your donor, not for the org.

• Right amount of money- for the donor.

• Right way- for the donor.

• Right reason- what is important to the donor?

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Your Plan Should Match Your Organization’s

Readiness and Responsiveness

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Rules for the Road • Fund development is a means, not the end.

– Connection to your mission is critical – Weave fund development into the current activities of the

organization – “Create a journey not a destination”

• ALWAYS connect to the organization’s core values • Your donors are your customers • Start small and keep it manageable • If it isn’t written down, it doesn’t exist

– Put in as many forms as necessary to keep everyone on track – MAKE IT A “LIVING DOCUMENT”

• Take calculated risk • Start with a Gift Chart • Have FUN!

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Planning Pitfalls

• All plan and no action

• Not making time to plan

• Not making time to evaluate

• Not making time to get buy-in

• Thinking that a plan can do it all

• Trying to do it all- all by yourself

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It’s not about the money

• It is about relationships

• Donors are investing in the future

– Connect them to mission

– Connect them to values

– Connect them to impact

• Fund development can never be about how much your organization needs

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Charitable giving infrastructure “must have” list

1. Funding Plan (strategic and tactical) 2. Appropriate Human Capacity

– Board, staff, volunteers

3. Appropriate written materials – Mission/values/goals driven, compelling, clear

audience, clear call to action

4. Fundraising budget- it takes money to make money

5. Donor tracking Database (relational+++) 6. Donor Recognition plan (written and “alive”) 7. Stewardship communication plan (post gift)

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Opportunities to Connect PCG to Your Plan

• Look for existing communication opportunities

– Newsletters, website, email signature, events, program, lobby/waiting room, P.S. on donor letters

• Clearly identify your audience – Some options: new donors from your database,

volunteers who are not yet donors, friends and family network, existing donors, board, staff

• See it as a strategy or tactic not as a means to an end

Your turn: Opportunities and Challenges

• Question and Answer

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Gift Range Chart $25,000 Example

Gift range $ # of Gifts # of prospects $ per range

$5,000 1 3 (3:1) $ 5,000

$2,500 4 12 (3:1) $ 10,000

$1,000 5 15 (3:1) $ 5,000

20% of donors 80% of goal

$ 250 6 12 (2:1) $ 1,500

$ 100 10 20 (2:1) $ 1,000

$ 50 20 40 (2:1) $ 1,000

$ 25 60 120 (2:1) $ 1,500

80% of donors 20% of goal

For More Information www.pickclickgive.org

Contact Us, Search function, information for donors and organizations

www.forakergroup.org info@forakergroup.org (907) 743-1200 • toll-free (877) 834-5003 Educational Opportunities, Organizational

Development, Shared Services, Advocacy

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