importance of a fundraising plan
DESCRIPTION
From our training series for development professionals, how to work Pick Click Give into your fundraising plans.TRANSCRIPT
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1 Property of The Foraker Group 2012
Fundraising Series: The Importance of a
Fundraising Plan
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The Foraker Group -- © Copyright 2010 2
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
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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
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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
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For More Information www.pickclickgive.org
Contact Us, Search function, information for donors and organizations
www.forakergroup.org [email protected] (907) 743-1200 • toll-free (877) 834-5003 Educational Opportunities, Organizational
Development, Shared Services, Advocacy
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