22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Creating a Fundraising Strategy

Amita Puri

Rati Misra

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Business News over the last few days

• WEAKER RUPEE

• SLOW GDP GROWTH RATE

• SENSEX ENDS FRIDAY 200 POINTS HIGHER

• HOUSING PRICES LIKELY TO SOFTEN BY 15% OVER NEXT FEW

MONTHS.

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

CHOOSING A PORTFOLIO

• EASY OPTION

• SAFE BET?

• DIVERSIFYING YOUR RISK

• Similar choices while creating your fundraising strategy

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

What is a fundraising strategy?

A plan that

• Sets out organizational funding needs

• Identifies actions, timescales, resources to meet this need.

A Strategy is a long term plan of action designed to achieve a particular funding goal.

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Why create one?

• Sustainability

• New sources

• Diverse funding base

• More income

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Who Needs to Be Involved in the Planning Process?

• Leadership – planning

– Board(s) and Staff

• Stakeholders – as part of community survey

– Government

– Private

• Donor-Investors – community survey, planning

– Individuals, foundations, corporations

• Constituents – community survey, planning

– Customers, community

NOT JUST THE FUNDRAISER!

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

1. Case for Support

2. Funding Need

3. Scenario Planning

4. Internal Bridges & Barriers

5. Competitors

6. Audiences

Context for Fundraising Strategy

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Mission

&

Vision

Problems/

Causes

Strategic

Solutions

Beneficiaries

Programme/

Service

Objectives &

Outcomes

Detailed

Financial &

Resource

Needs

Building the Case for Support

Case for Support includes…

In just a couple of pages

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Nine Questions

1. What is the problem?

2. What drives you to try to help?

3. What will change?

4. Who are you?

5. What makes you special?

6. What do you actually do?

7. What sort of people are you?

8. How have you spent donor money in the past?

9. What will you spend my money on?

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Key Stages in Developing a Strategy

• Clarify organisational goals/needs

• Analysis – where are we?

• Generating ideas

• Choosing what to focus on

• Planning and resourcing

• Monitoring

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Analysis – start with what you have

• Existing fundraising performance

• Current supporters

– rate / frequency /value

• Dogs and stars

• Financial position of organisation

• Organisational strengths and weaknesses (SWOT)

• External Analysis (PEST-LE)

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

The Boston Matrix

Star

A growing source with

potential to grow further –

invest heavily

Problem Child

May have potential to grow,

maybe not – need to do

more tests and trails

Cash Cow

Well established, big, but

little room for growth –

manage efficiently

Dog

Poor returns or worse – stop

doing it

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

ANSOFF MATRIX

MARKET PENETRATION PRODUCT DEVELOPMENT

MARKET DEVELOPMENT DIVERSIFICATION

Current Products New Products

New

Mar

ket

Cu

rren

t M

arke

ts

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Analysis – what’s going on out there?

• Political

• Economic

• Social

• Technological

• Legal

• Environmental

Political

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Generating ideas

• Partner organisations

• Other NGOs

• Commercial sector

• Staff and volunteers

• E-mail newsletters/websites

• Learn from what others are doing….

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Choosing what to focus on

• Evaluating options

• Matching the strategy and the goals

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Criteria for assessing

Fits with mission Return on investment

Scale of opportunity Timescale

Capacity to implement Risk level

Impact on rest of organisation Costs

Sustainability Synergy with other fundraising

Cash flow Diversity of sources

Level of restriction on use of funds Future growth potential

WHAT IS IMPORTANT TO YOUR ORGANISATION?

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Methods, people,

structure, targets,

plans & budgets

Records,

evaluation,

learning

Funding sources

The need, the case,

the cost

Monitoring

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Planning and Resources

1. Activity Plans

2. Timescales

3. Budgets and cash flows

4. Staff and volunteers

5. Skills

6. Risk Analysis

22nd South Asian Fundraising Summit

December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi

Monitoring

Set Targets

Record Income and Expenditure by Activity

Evaluate Returns

Review

Learn

Incorporate Learnings into next steps