creating a fundraising strategy
DESCRIPTION
Without a clear guide for diversified fundraising activities it is difficult to follow a path for success and convey needed fundraising efforts throughout your organization. Understanding various funding opportunities, the pros and cons of funding sources, and developing a plan will help to direct your efforts. Join in on a hands-on conversation about funding opportunities, best practices, and how these options fit within organizational sustainability.TRANSCRIPT
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CREATING A FUNDRAISING STRATEGY
Emily Davis, MNM Emily Davis Consulting
May 6, 2014
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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?
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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
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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!
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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
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