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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