How to Write and Implement a Successful Fundraising Plan Dan Kimball Product Specialist at Aplos Software
Jan 22, 2018
How to Write and Implement a Successful Fundraising Plan
Dan KimballProduct Specialist at Aplos Software
DanielKimballDanKimballisaseasonedfundraiserwithovertwentyyearsofexperienceinstrategicfunddevelopmentandnonprofitmanagement.
He’scurrentlydevelopingAplos’DonorManagementPlaAormtohelpnonprofitsconnectwith(andculCvate!)theirdonorbase.
“FundraisingisarelaConshipbusiness.”
TwiJer:@fugaCvedmk@aplos_soOware
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Introduction
Manynon-profits,parCcularlysmallerchariCesandstart-ups,operatewithoutafundraisingplan.Whensomeonehasanideaforaneventoracampaign,theseorganizaConssimplyputtogetheracommiJeeorvolunteergroupandgoforit.TheymaysendoutaleJerhereandthere,anddosomedonormeeCngs,andwhenthebankaccountseemstobelow,theyoOengointo“panicmode”andracearoundtryingtofindcashtokeepthedoorsopen.
Thisisdefinitelynotthebestwaytorunyourdevelopmentprogram.Evenifyournon-profitisflushwithcash,runninganun-organizedandun-plannedfundraisingoperaConisarecipeforstress,headaches,andulCmately…financialruin.
FormanynonprofitorganizaConsraisingmoneycanbeoneofthemostchallengingissuestheyface.FindingthedonorsandthedollarstoadvanceyourmissionandgrowyourorganizaConrequiresplanningandfollow-through.
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Introduction Continued.AfundraisingplanisaroadmaptohelpidenCfyyourorganizaCon’sgoals,plansandCmelines,anditwillhelpyoumeetyourfinancialgoals.
Duringthiswebinar,wewillwalkyouthrougheverythingyouneedtoknowtodevelopastrongandpracCcalfundraisingplanforyourorganizaConregardlessofthesizeorbudgetofyournonprofit.
Duringthiswebinar,youwilllearn:• WhyyourorganizaConneedsawriJenfundraisingplan,andhowyourorganizaConcanbestuseittoachieveyourgoals
• Asimple,step-by-stepprocessforwriCngasuccessfulfundraisingplan• HowtoplanandassesthebeststrategiesforyournonprofitorganizaCon• Componentsofastrongfundraisingplan• Howtogeteveryoneinvolvedandengagedinyourfundraisingplan#Aploswebinar
Purpose of a Fundraising PlanA Road Map for Success
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• Asolidfundraisingplanislikegooglemaps-Ge[ngfrompointAtoB.
• AfundraisingplanhelpsyoumovefromreacCvetoproacCve.
• Getseveryoneonthesamepage.Directors,staff,volunteers,boardetc.
• HelpswithdetailedtrackingwhichisusefulforevaluaConandimprovements.
“AwriJenplanwill...giveyouguidanceonstrategyandtacCcswhenyouareinthethickofevents,mailingsandcalls.Inshort,yourfundraisingplanwillkeepyousane.” -JoeGarecht,TheFundraisingAuthority
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or
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Review and Evaluate
Beforeyoubegintowriteagoodfundraisingplaninisimportanttoreviewandevaluatewhatisworkingandpossiblewhatneedstogo.
• Howdiditgolastyear?• Whataboutthepreviousyears?• Whatworkedwell?• Whatdidnot?
PossibleStrategies:Grants,SpecialEvents,DirectMail,MajorGiOs,MonthlyGiving,LapsedDonors,OnlineGiving,Memberships,CorporateSponsorships,ProductSales
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SETAGOAL:ThebeststarCngpointforyourplaniswiththeendpointinmind:whatisyouroverallfundraisinggoal?(EvenbeJer:whatisyouroverallfundraisinggoalforthisyear,andforeachofthenextfouryears?
SetyourGoals:• Numberofdollarstoraise• Numberofcurrentdonorstorenew• Numberofnewdonorstoacquire
Thisnumbershouldnotbedrawnoutofthinair.ItshouldbebasedontheneedsoftheorganizaCon.HowmuchmoneywillyourgroupneedtoraiseinordertocarryouttheacCviCesthatyouwanttocarryout?
IfthegoalanswersthequesCon,“Howmuchmoneydoyouneed?”thenthemissionanswersthequesCon,“Whydoyouneedit?”WhatisyourorganizaCon’smission?Whatdoyouplantodowiththemoneyyouraise?WhatisyouroperaCngbudget,andwhyisittheamountitis?
Components of a Fundraising Plan
Decide on your Strategies• Grants• SpecialEvents• DirectMail• MajorGiOs• MonthlyGiving• LapsedDonors• OnlineGiving• Memberships• CorporateSponsorships• ProductSales
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FigureoutagoalforeachofthetacCcsthataddsuptoyourtotalgoal.(Forexample,ifyouneedtoraise$5,000youmaysaythatyouwillraise$3,000throughamajordonorgroupand$2,000throughanevent).
Make Sure it Works
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Strategy Goals Dollars to Raise
#Of Renewed Donors #Of New Donors
Grant Writing
Special Events
Direct Mail
Major Gifts
Online Fundraising
Others?
Totals
Strategy Details
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Strategy Description Target Audience $Goal Cost Who Will Do By When
Grant Writing
Special Events
Direct Mail
Major Gifts
Online Fundraising
Others?
Start Putting It Together
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Fundraising Targets Fundraising Strategies Action Plans
Start Putting It Together
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1. Raise $125,0002. Renew 65% Donors3. Acquire 200 new Donors
1. Raise $25,000-Grants2. Raise $50,000-Major Gifts3. Raise $50,000- Special Events
Action Plans
Example
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Strategy(activity)
GoalsNumbers-Dollars-
Percentage
Actual Target Audience Action Steps Who When Cost-Budget
Intimate Dinner Party
$10,00012 peopleCharge for dinner and ask for donation/Pledges to your nonprofit
3 (couples)Key Board Members, 3 donors and 3 prospects (identified by staff and board)
Place-Menu-Special guests-video or testimony
Lead Person(s) Date, Time Location
Cost
Direct MailAppeal Campaign
$8,000Mail to 2,000 people
Donors who have given in the past three years.
Write-develop message-Materials needed.
Lead Person(s) Date to mail or post on website
Cost
Charity Fun Run $15,000 Friends of organization and community at-large
Plan Details-Create a planning sheet for all steps
Lead Person(s) DateTime Place
AdvertisingMaterialsFoodEtc.
Corporate Donations Support
$25,000 Local merchants, banks, businesses
Create sponsorship packets-set up appointments-list of target companies
Lead Person(s)
Committee
Ongoing Materials
Mailings
Build A Timeline ManyorganizaGonsstumblehere–theycomeupwithasolidbudget,haveagreatmission,anddrawupaplanthatincludesasolidgroupoffundraisingtacCcs,butfailtosetCmelines,andthusneverseemtogetthingsdone.
SomedevelopmentproslikeplansthathaveonlybasicGmelines:HoldaneventinApril,sendoutamailinginSeptember,runaboardgivingcampaigninNovember.IactuallypreferfarmoredetailedCmelinesthatlistnotonlybigpicturegoals,butalsoallofthesmallgoalsthatgointomakingthatbiggoalareality(amanagementconsultantmightcallthisa“criCcalpath.”)Forexample,insteadofjustlisCngthatwe’rehavinganeventinApril,Iwouldalsolistwhendecisionsonvenueandentertainmentneedtobemade,whensponsorswillbesolicited,wheninvitaConswillgoout,etc.
WhichevertypeofGmelineyouinclude,includeone…itwillforceyoutothinkcriCcallythroughyourfundraisingdecisions,andprovideinvaluableguidanceonyouracCviCesastheyearprogresses.
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Create a Budget for each Strategy
JustlikeaprogramororganizaConalbudget,eachstrategyneedsabudgetandgoal.
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Who is your Team
Decideandassigneveryonewhoisgoingtohelpimplement.Thisincludeboardmembers,volunteers,programstaff,communitymembers,etc.
Work Your Plan- Action PlanForeachstrategythatyouplantouse,filloutaseparatepagewiththefollowinginformaGon
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Strategy: ________________________________________________________________
Projected income (gross): ______________ Total cost (use chart below): ______________ Net income after expenses: ______________ Other goals that this strategy will meet (such as donor appreciation, acquiring new donors, generating publicity, involving board members in fundraising, etc): ________________________________________________________________________________________________________________________________________________________
Number of staff and volunteers needed to carry out this strategy: _____________________
Work Your PlanForeachstrategythatyouplantouse,filloutaseparatepagewiththefollowinginformaGon
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Expense Amount/Cost Notes
Staff Time
Consultant/Services
Design
Printing
Postage
Travel/Transportation
Food
Other
Work Your PlanForeachstrategythatyouplantouse,filloutaseparatepagewiththefollowinginformaGon-Stayingontrack–stepstocompletethisstrategy:
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Deadline Tasks Who’s Responsible
Monitor Your Plan
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Need a graphic
Regular Review
Planned vs ActualReview each strategy and goal
How are we doing versus what we planned?
Where do we need to adjust?
Celebrate Your Victories
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Need a Graphic
Final Thoughts and Resources
AsyourorganizaCondevelops,sowillyourplanandfundingstrategies.Ensuringbuy-infromyourboardandstaffandkeepingyourgoalsachievablewillsupportyourfundraisingefforts.CreaCngaplan,followingthroughwithitandcommunicaCngyourprogresswithstakeholdersanddonorsaretheessenCalelementsforsuccessfulfundraising.Andremember:Yourplanisadynamicdocument,flexibletonewopportuniCesandlessonslearned—conCnuetoreviewandreviseitascondiConsnecessitate.
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Resources;• The Fundraising Authority- http://www.thefundraisingauthority.com/• Joan Garry Nonprofit Leadership- • Gail Perry - www.gailperry.com • Marc Pittman - www.fundraisingcoach.com • Amy Einstein - www.tripointfundraising.com
Conclusion/ Q&A
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AboutAplosWe’rethe#1soluGoninonlinedonormanagementsoPwarefornonprofits.
Fundraisingisimportant,butyouprobablywishyoudidn'thavetospendsomuchofyourvaluableCmeraisingmoney.Aplos'all-in-onesoluConhelpsyouraisemoney,trackgiving,andensureyourdonorshaveaposiCveexperiencewithyourorganizaCon.
Visitaplos.comformoreinformaCon.
"NonprofitsallacrossthecountryarepraisingthesoOware'seaseofuse,reasonableprice,andgreatcustomerservice."-NPTechNews
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