Fundraising strategy

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CREATING A FUNDRAISING STRATEGY

Emily Davis, MNM Emily Davis Consulting

May 6, 2014

#fundraising


GETTING STARTED

•  Why plan? •  Who gets involved? •  What are the activities? •  Why is assessment

important? •  What inventory do we

need? •  How will we know success?

#fundraising


WHY PLAN?

•  Clear road map •  Lay foundation •  Share & increase investment •  Analyze capacity & leadership •  Research opportunities •  Set goals for measurement •  Increase revenue from diverse

resources •  Increase return on investment (ROI)

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WHO GETS INVOLVED?

•  Development Team •  Staff Leadership •  Program Team •  Marketing Staff •  Committee Members •  Board Members •  Volunteers •  Consultant(s)

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PLANNING ACTIVITIES

1.  Fundraising goals 2.  Assessment of resources 3.  Funding categories 4.  Funding strategies 5.  Positioning 6.  Implementation 7.  Evaluation 8.  Samples

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ORGANIZATIONAL ASSESSMENT

•  Planning •  Leadership •  Volunteers

•  Development staff •  Financial resources •  Donor research

•  Situational analysis •  Environmental scan •  Competitive

advantage •  Fundraising strategies

•  Communications & outreach

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INVENTORY

•  Budgets from last 3 yrs. •  Past fundraising plans •  3-year fundraising goals •  Fundraising history •  Strategic plan/SWOT •  Donor information •  Org structure, history & leadership •  Successes & challenges

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SUCCESS!

•  Grow org’s visibility & capacity

•  Expand funding base •  Measure success &

challenges •  Unified strategy •  Increase investment •  Consistent core messaging •  More ambassadors

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“Vulnerability is the birthplace of creativity,

innovation, and change.”

~ Dr. Brene Brown

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Fundraising Plan

Components

INTRODUCTION

STRATEGIES

IMPLEMENT & EVALUATE

SITUATIONAL ANALYSIS

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INTRODUCTION

•  Mission & vision •  Organizational history •  Leadership

•  Programs •  Strategic plan •  Current financial

position

•  Funding goals •  Positioning •  Assumptions for

implementation •  Steps needed for

future funding

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SITUATIONAL ANALYSIS

•  Organizational assessment •  Stakeholder feedback •  Environmental scan

•  Competitive advantage •  Fundraising history & trends •  Strategy screen

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Recommendations

SWOT

External analysis

Internal analysis


STRATEGIES & RECOMMENDATIONS

•  Grow org’s visibility & capacity

•  Expand funding base •  Measure success &

challenges •  Unified strategy •  Increase investment •  Consistent core messaging •  More ambassadors

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FUNDING SOURCES

•  Government •  Foundations

•  Corporate Giving

•  Board Giving •  Individuals

•  Fees for Service •  Social Enterprise/ Earned

Income

•  Workplace Giving •  Religious Community

•  Special Events

•  Service Clubs •  Planned Giving

•  Endowments •  Capital Campaigns

•  Other

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NEW DONORS direct mail, events

ANNUAL DONORS Direct appeals,

volunteer involvement

MAJOR DONORS Personal asks

Committee and board involvement

PLANNED GIFTS Personal asks,

personal involvement, Could be anyone!


ANSWER THESE QUESTIONS

•  What are the current relationship(s) we have?

•  What are our successes? •  What are our funding amounts? •  How much will we increase

funding in yr 1, yr 2, yr 3? •  What resources will we use? •  What will our approach be? •  Specific examples

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POSITIONING

•  Identity statement •  Core messaging •  Campaign messaging •  Marketing •  Outreach – analog & digital •  Branding •  Public relations •  Implementation

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MAKING IT ALL HAPPEN

•  Key players (staff, volunteer, etc.)

•  Leadership •  Clear & organized donor

records •  Capacity analysis •  Realistic goals •  Relationships with donors •  Calendar •  Evaluate!!

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•  Case statement •  Summary page •  Calendar of activities •  Organizational structure •  Fundraising policies •  Budget(s) •  Professional development •  Descriptions – committee, volunteers, staff

DOCUMENTS

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CASE STATEMENT

•  3 – 5 pages •  Mission statement •  Quotes from community

members •  Share programs •  Funding needs •  Accomplishments and successes •  Contact information •  Summary page: shorter version

of case statement

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POLICIES

•  Prospecting policies •  Cultivation & stewardship

policies, processes •  Acknowledgement policies •  Database – gift entry and

recording •  Ethical guidelines •  Sample of Nonprofit

Fundraising Policies •  Gift Acceptance Policy

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•  Plan outline •  Created internally vs.

consultant •  Work across skills,

departments •  Build into existing plans •  Make your case

internally

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RESOURCES

•  Association of Fundraising Professionals

•  The Foundation Center •  State Nonprofit

Associations •  Chronicle of Philanthropy •  LinkedIn •  4Good

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MORE RESOURCES

•  Basics in Developing Your Fundraising Plan •  Elements of a Fundraising Plan, Richard Male •  How to Develop a Fundraising Plan, Stonehill

Consulting Group, LLC •  Fundraising Plan Outline, Emily Davis

Consulting •  The Development Plan, Linda Lysakowski •  The Complete Guide to Fundraising

Management, Stanley Weinstein

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Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 [email protected]

emilydavisconsulting.com emilydavisconsulting.com/blog

#fundraising

Documents

Fundraising strategy