connecting strategic planning to fundraising success...essential need compelling case influential...

FROM STRATEGYFROM STRATEGY

TO SUPPORTTO SUPPORT

Connecting Strategic Planning

Timothy R. Burcham, CFRE ► 859-699-2820 ► tim.burcham@kctcs.edu

Connecting Strategic Planning

to Fundraising Success

AFP Houston, May 2012

Session 1:

9:05-10:05 a.m.

Session 2:

10:15 – 11:15

Key Elements to Fundraising Success

The Link Between Strategic and

Fundraising Plans

10:15 – 11:15

Session 3:

12:00-1:00 p.m.

Fundraising Plans

Analyzing Your Strategic Needs

MY GOAL FOR THIS WORKSHOPOffer at least one idea/concept that you

Offer at least one idea/concept that you

can use when you get back to your office?

“Begin with the end in mind.”

“Begin with the end in mind.”Steven Covey

The FundThe Fund--Raising ProcessRaising Process

Identification

Evaluation &

ResearchRenewal

Interest &

Involvement

Solicitation

Commitment

Acknowledgment

Recognition

DonorDonor--

CenteredCentered

TO SUPPORTTO SUPPORTBUILDING BLOCKS TO BUILDING BLOCKS TO

SUCCESSFUL GIFT SOLICITATIONSUCCESSFUL GIFT SOLICITATIONA Donor Centered ApproachA Donor Centered Approach

Timothy R. Burcham, CFRE 859-699-2820 tim.burcham@kctcs.edu

Fundraising ProgramsFundraising Programs

PLANNED PLANNED SPECIAL SPECIAL

ANNUAL ANNUAL

GIVINGGIVING

Capital

Giving

PLANNED PLANNED

GIVING GIVING

SPECIAL SPECIAL

EVENTSEVENTS

MAJOR MAJOR

GIFTSGIFTS

CAPITAL CAPITAL

CAMPAIGNSCAMPAIGNS

TYPICAL ELEMENTS OF

A DEVELOPMENT PLAN

� Fundraising Goals

� Case for Support

� Marketing, PR, and Communications

� Fundraising Strategies and Structures

� Gift Tables

� Prospect Identification, Research, and Evaluation

� Prospect Assignment and Cultivation

� Volunteer Enlistment and Training

� Solicitation Methods and Materials

� Donor Commitment Processes and Forms

� Gift Tracking and Reporting Systems

� Donor Acknowledgment

� Donor Recognition

� Donor Renewal

6 Key Elements6 Key Elements

for Fundraising Successfor Fundraising Success

� Essential Need

� Compelling Case

� Influential Leadership

66 Key Elements Key Elements

� Influential Leadership

� Sufficient Prospects

� Detailed Plan of Action

� Sound Management

TO SUPPORTTO SUPPORTAn Essential Need An Essential Need

� Clear vision of the future

� Key challenges and opportunities

� Links to your organization mission

� New and/or improved benefits

� Evidence-based

� Quantifiable

TO SUPPORTTO SUPPORTA Compelling A Compelling Case Case

� Unique identity, competencies, and

strengths.

� Outwardly-facing, focused

� Tells a story

� Evokes an emotional response

� Defines philosophical rationale for giving

� Links fundraising goals to desired outcomes

� Creates a sense of importance/urgency.

Do you have what you need from

your organization’s strategic plan to

define essential need and create a

compelling case for support?

FILL IN THE BLANKFILL IN THE BLANK

To successfully raise private funds,

the most important information I

need from my organization’s

strategic plan is ______________.

1. Select a recorder

2. Share your answer at your table

RAPID ROUNDTABLE – 10 MINUTES

2. Share your answer at your table

3. Write responses on flip chart

4. Select top 3 responses

5. Select someone to report out

Morning Session 2:

10:15 – 11:15

The Link Between Strategic

and Fundraising Plans

THE STRATEGIC PLANTHE STRATEGIC PLAN

THE STRATEGIC PLANTHE STRATEGIC PLANThe Key To Fundraising SuccessThe Key To Fundraising Success

CURRENT CURRENT FUTURE FUTURE STRATEGIC

GETTING FROM HERE TO THERE

CURRENT CURRENT

STATESTATE

FUTURE FUTURE

STATESTATE

STRATEGIC

AA Sequential Sequential ProcessProcess

Analyze

Situation

Define the

Strategic

Vision

Quantify &

Prioritize

Analyze

Funding

Sources

Strategic Planning Strategic Needs Analysis

AA Sequential Sequential

Fundraising ProcessFundraising Process

GENERATED

REVENUE

INTERNAL

REALLOCATION

PUBLIC SECTOR

Track and

Report

Results

Draft a

Case for

Support

Test Case

with Key

Prospects

Analyze

Results

and Adjust

Design a

and Act

Case Development and Testing Fundraising Plan

PRIVATE SECTOR

REVIEW AND ANALYSIS OF:

� Vision, Mission & Values

� History - Past & Present

� Capacity

� Response

TYPICAL ELEMENTS OF TYPICAL ELEMENTS OF

A STRATEGIC PLANA STRATEGIC PLAN

� History - Past & Present

� Environment

� Trends

� Strengths/Weaknesses

� Opportunities/Threats

� Response

� Stakeholders

� Partners

� Clients/Recipients

� Beneficiaries

� Vision, Mission, & Values

� Goals and Objectives

� Action Steps

� Desired Outcomes

REVIEW AND ANALYSIS OF:

Vision, Mission & Values

History - Past & Present

Environment

Trends

Strengths/Weaknesses

TYPICAL ELEMENTS OF TYPICAL ELEMENTS OF

A STRATEGIC PLANA STRATEGIC PLAN

� Desired Outcomes

� Performance Measures

� Key Metrics

� Targets

Opportunities/Threats

Capacity

Response

Stakeholders

Partners

Clients/Recipients

Beneficiaries

At the end of the day…At the end of the day…

�� About impact and change.About impact and change.

�� Answers the 5W questions Answers the 5W questions --

who, what, when, why, and who, what, when, why, and

where?where?

DRILL DOWN EXERCISEDRILL DOWN EXERCISE

A. Describe one essential need for your organization and

identify the primary driver.

B. Briefly describe the impact and/or change for any or all

of the following:

• Who?

• What?

• Where?

• Why?

• When?

TO SUPPORTTO SUPPORTKCTCS EXAMPLE:KCTCS EXAMPLE:

Essential Need: More KCTCS students transferring to

4-year universities (Key Performance Metric)

Primary Driver: Educational Attainment of Kentucky

Citizens (State Goal for Global

Competitiveness)

Impact: Who = KCTCS students desiring

to transfer to 4-year institutions to

obtain a baccalaureate degree

What = Decreases the overall cost for

students to earn a 4-year degree.

DRILL DOWN EXERCISEDRILL DOWN EXERCISE

A. Describe one essential need for your organization and

identify the primary driver.

B. Briefly describe the impact and/or change for any or all

of the following:

• Who?

• What?

• Where?

• Why?

• When?

Session 3:

12:00-1:00 p.m.

Analyzing Your Strategic Needs

STRATEGIC NEEDS ANALYSIS

Two Components:

� The total projected dollar amounts

needed to fund each of your strategic

goals and objectives.

� The sources of funds to meet the

needs.

Two Goals:

� To determine the role and amount that

private sector dollars play in achieving

your strategic vision.

� To match necessary private sector role

and dollars to development plans.

Fiscal Years

2013 - 2016

RECURRING EXPENSESPersonnel

Compensation &

Benefits

Programs

Services

Office

Technology Equipment

Supplies

STRATEGIC GOAL 1

Objective 1(a) $$$$ $$$$ $$$$ $$$$ $$$$

TOTAL PROJECTED EXPENSES

Regardless of SourceFor Demonstration Purposes Only

NON-RECURRING EXPENSES

Objective 1(b) $$$$ $$$$ $$$$ $$$$ $$$$

Objective 1(c) $$$$ $$$$ $$$$ $$$$ $$$$

STRATEGIC GOAL 2

Objective 2(a) SSSSS SSSS SSSS SSSS

Objective 2(b) SSSS SSSS

Objective 2(c) SSSS SSSS SSSS

Fiscal Years 2013 – 2016

STRATEGIC GOAL 1

Objective (a)

FUNDING SOURCEFund

Reallocation

Generated

Revenue

Public

Sector

Private

Sector

RECURRING EXPENSES

ALL PROBABLE FUNDING

SOURCESFor Demonstration Purposes Only

RECURRING EXPENSES

Personnel Compensation &

Benefits

Programs and Services $$$$

Office Space $$$$ $$$$

Technology SSSS

Equipment and Supplies SSSS

FUNDRAISING

OBJECTIVE

FUNDRAISING

STRATEGY FY13 FY14 FY15 FY16

AG PG MG SE CC

Objective 1 $100,000 X X $100K

SAMPLE FUNDRAISING GOALS

BY STRATEGYFor illustration purposes only.

Objective 1 $100,000 X X

Objective 2 $1,000,000 X X $200K $200K $600K

Objective 3 $150,000 X $50K $50K $50K

Objective 4 $3,000,000 X X $500K $1.5M $1M

TOTAL $4,250,000 $150K $760K $1.76M $1.06M

TO SUPPORTTO SUPPORTRECAP

Your Strategic Plan and a Strategic Needs Analysis

are key elements to:

� The sequential process of building a successful,

comprehensive development plan.

Defining the essential private sector needs and the

� Defining the essential private sector needs and the

compelling case for support for your organization.

� Determining the role and amount that private

sector dollars play in achieving your strategic vision.

� Matching the necessary private sector role and

dollars to your development plans.

What one idea/concept can you

use when you get back to your office?

1. Share your responses at your table

If time allows…

RAPID ROUNDTABLE – 10 MINUTES

3. Select top 3 responses

4. Choose someone to report out

Thanks!

Questions?

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